social marketing is not hard... it is just not well done by most people... the obama campaign in 2008 showed how easy it is... bonnie wise proved it in the 1950s when she use tupperware parties to build a viral marketing success... pastor rick warren built a global church based on social marketing principles... and so on... the common ingredient is a shared purpose and narrative (change we can believe in, tupperware demonstrations in suburban homes, a purpose-driven life and church)... social marketing succeeds when it creates virtuous loops... to do that it has to be both relevant and remarkable.. to be those two things the message has to anchored by the users/consumers experience of the product or service... to make that happen the users/consumers have to be embraced as the new talent in our digital economy... it all pretty simple really because being social has been going on for more than 100 years... people have not changed....
