Innovative Models and e-Marketing for Social Enterprises

in the age of Digital Media.

Presented by:Syed Mohsin Raza

Social Media Club - Assam

Social Entrepreneurship Development Programme for Youth

Organized by: Assam Rajiv Gandhi University of Cooperative Management

Innovative Models for Social Enterprises; Developing & Implementing a Marketing

Plan & e-Marketing.

STORY:

The Mango Tree

What is an Entrepreneurial Model?

What is Entrepreneurship?

Entrepreneurship Family

CommercialHumanistic

Social

Ref: Social EntrepreneurshipBy: Anders Lundstrom, C Zhou, MidSweden University

What is Social Entrepreneurship (SE)?

• Created for a social purpose: to generate social value, reduce a social problem, mitigate a market failure,

• Operated with the financial discipline, innovation and determination of a private sector business,

• Operational Model - illustration of configurations used to create social & economic value.

What should SE perform?• To generate social value, • Tap the market already present,• Mitigate a market failure,• Smoother financial discipline, • To act like a private sector business,• To amplify the reach for sustainable

development,• To create social & economic value.

Depends on the model it belongs to.

What is an Entrepreneurial Model?

• Depends on Structure, Intended Activities, Roles it plays, Impacts it makes (Goal Succession),

• “Terminological confusion about social entrepreneurship derives largely from the fact that social enterprises are structurally hybrids in several dimensions. Hybridity is their essential characteristic, and it fulfils an indispensable role.” - Wolfgang Grassl, St. Norbert College, DePere

What is an Entrepreneurial Model?

Traditional Classification

Traditional Models

3 Traditional Models of Social Entrepreneurship:

1. Embedded Social Enterprises,2. Integrated Social Enterprises,3. External Social Enterprises.

Traditional ModelsEmbedded Social Enterprises:

1. Social & economic activities are unified,2. Social purpose is mission-centric,3. Target population directly receives social

services.

Operational Models:

Entrepreneur Support, Market Intermediary, Employment, Fee-for-Service

Traditional ModelsIntegrated Social Enterprises:

1. Social & economic activities overlap, often sharing costs and assets,

2. Synergistic relationship, adding financial and social value to each other,

3. Social purpose is mission-related.Operational Models:

Service Subsidization, Market Linkage Model

Traditional ModelsExternal Social Enterprises:

1. Social Programs are not business activities,2. Social activities are external,3. Motivation is funding for social activities,4. Social purpose is unrelated to mission.

Operational Models:

Organizational Support

Few More Models• Combined Models,• Complex Models,• Mixed Models,• Franchise Models.

Why Marketing is important to SE?

• Because the purpose of a business is to create customers,

• Wisely neglected in social enterprises,• Inadequate sets of knowledge,• Fear of rejection,• No Quality Control,• Our societal norms don’t comply with,

What is Marketing?• Is it Promotion? Is it advertising? Is it a kind of bragging?

NO. It’s NOT.

“Marketing is the activity, set of institutions and proceses for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.” – American Marketing Association.

7 Pillars of Marketing• Product,• Price,• Positioning,• Promotion,• Marketing Information System,• Corporate Image,• Distribution,

What is e-Marketing?

• E-Marketing itself has become a separate discipline of study.

• Before understanding e-Marketing, you should understand “what is DIGITAL & SOCIAL MEDIA?”

Digital & Social Media• “Digital media are any media that are encoded in a machine-readable format.

Digital media can be created, viewed, distributed, modified and preserved on computers. Computer programs and software; digital video; web pages and websites, including social media; data and databases; digital audio, such as mp3s; and e-books are examples of digital media.” - Wiki

• “Websites and applications that enable users to create and share content or to participate in social networking.” – Oxford Dictionary

• “It is the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks.” - Wikipedia

Digital & Social Media

Why Digital & Social Media?

Connected Consumerism

Digital & Social Mediain India

Digital & Social MediaPC & Internet in NE India

Digital & Social Media

Entrepreneurial Context and Digital Media?

• Don’t just jump in and create profiles everywhere or you would repent later,

• Don’t just use social media, optimize it,• Showcase depth of your knowledge related to

your SE (Blogs, Topic discussions, group discussions),

• Create an effective network and stay in touch with thought leaders without bothering,

• Build your own personal brand by the side of your SE, your own style,

• Build references, but sensibly,• Be responsible, post & share responsibly.

On Digital & Social Media

• Is it just a fad?• Amazon, Flipkart, Healthkart, Shopclues – Will

they last?• Will it serve a greater good?

It is beyond ELECTRONIC COMMERCE – It is more about a trusted space where one party serves the other in the means of either services or products or the both.

E-Commerce & SE

Story at the End

The Shark in a Tank that adopts to a mental barrier!

Thank You

+91-94354-88999syed@socialmediasimplify.com

@SyedMRaza