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Social media can revolutionize social sector, say experts at BIMTECH Indian Marketing Summit

By Esquared Subscribe to RSS | May 29th 2012 | Views:

The 6th Indian Marketing Summit organized by BIMTECH highlighted that the social sector should embrace professional marketing practices to achieve financial sustainability. All the speakers were of the opinion that the internet has opened myriad opportunities, and the social sector should take advantage of them as soon as possible. “If you don’t have money for mainstream marketing, which is sadly the case with most of the NGOs, even then you can do wonders by investing just your time. Digital media is a big tool available to you. The potential of Facebook and You Tube can be harnessed to garner support and funds. You can tell your story with visuals and make yourself visible. This really helps when you approach organisations and corporate for funds,” says Jessie Paul, CEO, Paul Writer Strategic Services.

Jessie believes that although penetration of digital media is limited, the people on its radar are those who matter, and could be a big source of support for the social cause. She is happy that such a summit is being organized in our country. “BIMTECH has done a commendable job by bringing on one platform so many experts from the Not for Profit sector. This also takes away the taboo factor attached with marketing in the social sector,” adds Jessie.

Speakers were of the opinion that there is a great need to develop human resources in the social sector to meet the growing demand of professionals for this sector. “More universities and Business schools in India should offer courses in the social sector and social marketing. India faces myriad social problems and you need a dedicated work force to work and generated resources for this sector,” says Alan R. Andreasen, Professor of Marketing, Georgetown University. “Social media is a good platform to launch awareness and marketing campaigns. But, just awareness of your cause is not enough. You need to pay a lot more attention to many other factors like supply chain, so that products and services actually reach poor people,” cautions Professor Andreasen..

“If you are not visible, you are out of mind. Nicely brand your product or service and make efforts to reach out to a wider audience. Marketing in the social sector in no longer a taboo, and more and more people are realizing the necessity of Marketing in the social sector,” says Dr. Jagdish sheth, Founder, AIM.

BIMTECH realized that people all over the world are hoping that the social sector will play a big role in meeting their needs and aspirations. “But the social sector lacks Marketing and Communication skills. So, this year, the summit focused on Marketing for Not for Profit Organisations in emerging markets. Vast global experiences of the speakers have given our social sector an opportunity to introspect and improve,” says Dr. H Chaturvedi, Director, BIMTECH.

However, some speakers were of the opinion that the social sector should not indulge in very aggressive marketing. “ The best social media is word of mouth. If you are doing good work, eventually it will get recognized. True, Social media provides us tools to showcase our work, but for that to happen we have to actually go out and work for the people,” says Anshu Gupta, Founder-Director, GOONJ.

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