Communication in Social

Marketing
By:
Jelina Maree D. Magsuci
2015-2605
Philippine Christian University
Dr. Joel S. Suarez

There are three categories of

communication channels:
Mass
Selective
Personal

Mass media channels

are

needed in order to inform and persuade

large groups of people regarding an issue or
desired behavior

sense

of urgency for audiences to know,

believe, and/or do something

Examples:

advertising, publicity, popular and

entertainment media, and governmental
signage

Selective media channels

more

cost effective targeted media channels

when

people need to know more than what

is available in mass media formats

Examples:

direct mail, flyers, brochures, posters,

special events, telemarketing, and the
internet

Personal media channels

necessary

when personal intervention and

interaction is required in order to deliver detailed
information, address barriers and concerns, build
trust, and gain commitment

Examples:

face-to-face meetings, and presentations, telephone

conversations, workshops, seminars, and training
sessions

TRADITIONAL MEDIA CHANNELS:

television,

radio,
newspapers, magazines,
direct mail, the internet, and
a variety of outdoor channels
such as billboards, transit
signage and kiosks

Advertising
any

paid form of non-personal

presentation of ideas, goods, or
services by an identified sponsor

Public Service Announcements

(PSAs)
Advantage:

free or discounted cost

Disadvantage: no control as to where
an ad will actually appear in a
newspaper or magazine or during what
program or time of day it will air on
television or radio

Public Relations and Special Events

Public

relations is distinguishable by its

most favorable outcomefree visibility for
ones campaign.

Printed Materials

Special Promotional Items

Signage and Displays

Personal selling
the

oldest publicity channel

This can be an operational tool at later stages
of the buying process as it helps build buyer
preference, conviction, and action.

Thailand's "Mr. Condom"

Mechai Viravaidya (Michai Wirawaithaya)

He

used such events as holding condom

blowing contests for school children,
encouraging taxi drivers to hand out
condoms to their customers, and founding a
restaurant chain calledCabbages and
Condoms, where condoms are given to
customers with the bill.

NON-TRADITIONAL AND NEW MEDIA CHANNELS

Ten Laws in Social Media Marketing

1. The Law of Listening

Read the online content and join discussions of the target audience
in order to learn what is important to them.

2. The Law of Focus

Focus on specific content builds a strong brand or campaign. This is

more beneficial compared to a broad strategy that attempts to be a lot
of things all at the same time.

3. The Law of Quality

It

is better to have fewer connections who actually

read ones online content rather than have thousands
of them who do not.

4. The Law of Patience

Success

does not happen overnight. It is better to

commit to ones campaign for the long haul in order
to achieve results.

5. The Law of Compounding

Sharing

amazing online content will result in the

same being shared by ones followers to their
audiences.

In

turn, one can gain more followers and ones

content will be seen by more people.

6. The Law of Influence

Finding

online influencers in ones target market

who have quality audiences is just as important.
An influencer can effectively promote your
campaign in front of a huge audience.

7. The Law of Value

Add

value to the conversation rather than just

promoting ones campaign over and over. People
will get tired and stop listening.

8. The Law of Acknowledgement

It is important not to ignore people who reach

out online. It is important to respond to them and
build relationships in order to ensure success.

9. The Law of Accessibility

Do not publish ones content and then

disappear. It is important to be available for ones
audience.

10. The Law of Reciprocity

It is important to set aside a portion of the

time spent on social media in order to share the
content of others. This is a way of giving back to
those who share and talk about ones content.

FACTORS IN GUIDING COMMUNICATION CHANNEL

DECISIONS

1. Campaign Objectives and Goals

Set

a quantifiable goal for changes in

behavior, behavior intent, awareness
and/or attitudes.

2. Desired Reach and Frequency

Reach

is the measure of the percentage of people

in the target audience who are exposed to the ad
campaign during a given period of time.

Frequency,

on the other hand, is the measure of

how many times the average person in the target
audience is exposed to the message.

3. Target Audience
This is perhaps the most important
factor to consider when planning media
strategies. Look into the target
audiences profile and media habits.

4. Being there Just in Time

Many

social marketers have found that an ideal

moment to speak to the target audience is when
they are about to choose between alternative,
competing behaviors.

5. Being there In the Event Of

Communicators

also want to prepare for events

that are likely to motivate target audiences to
listen, learn more, and alter their behaviors.

6. Integrated Marketing Communications

(IMC)
This

is where a company carefully

incorporates and organizes its
communication channels to deliver a clear,
constant, and convincing message about
the organization and its products.

7. Knowing the Advantages and Disadvantages of

Media Type
Media

decisions should also be based on the

benefits and confines of each media type and
should take into thought the nature and
presentation of key messages established in the
creative brief.

8. Budget

Resources and funding may very well have the

final say in determining communication channels.
In reality, plans are influenced by budgets and
available funding sources.

References:
Gunelius,

S. (2016). 10 Laws of Social Media

Marketing. Retrieved from Enterpreneur.com:
https://www.entrepreneur.com/article/218160

Kotler, P. (2011).

Social Marketing: Influencing

Behavior for Good 4th edition. London: Sage
Publication.

Thank you for listening!