Welcome to S1 Marketing, which stands for social marketing. So, in this segment, we'll learn about what social marketing means. I'll give you some key examples. And as we done throughout this course, we'll learn about the cross country implications, as well as the cross industry implications. So, let's get started. What is Social Marketing? I think nowadays, especially in developed countries, we tend to think in a very narrow minded way that social marketing only pertains to social network marketing. But social means people to people, whether that's online or offline. So, let's remember that still in many countries, social means people to people interaction. So, marketing can be done not only online, but it can also be done offline as well. And maybe the best combination is to mix the two. So, examples. Of course, we can't leave out Facebook in many countries, especially the US, but even in places like Indonesia where they dominate. And many brands have actually gone straight to Facebook in terms of advertising their products. But if you go to other countries like China, maybe Weibo is much more dominant than Facebook. As for the real offline people to people kind of interaction that is true of marketing at the bottom of the pyramid. Which is a huge market as we learned in other segments. As for some interesting hybrids that combine online and offline, one could be AirBnB, which is a, of course like a hotel. It was more like a bed and breakfast. But it also has a community, where people can, especially on social network services like Facebook, discuss their experiences at a particular destination. And FlipKart has, I think, also used a hybrid kind of O2O where their offline marketing helped their online marketing as well. Okay so, as for cross country implications, so I think the key here is to test whether the meaning of social in one country is the same as the meaning of social in others. In one country, it can mean something that is strictly almost, online. Whereas in other countries, such as in Country A2, it could be much more offline, especially if we're talking about developing countries. And O2O, again doesn't necessarily have to mean online to offline, as we saw with the FlipKart. It could also mean maybe offline to online. And that kind of dual direction also should be kept in mind when we think about Cross Industry Implications. So, social is social no matter what. Whether it's online or offiline. So, the innovations can occur in either direction. So, in terms of increasing breath, of course, we can't beat online in terms of how fast we can spread our interaction. But in terms of depth, maybe that can be better achieved offline. So, even Coursera has these hangouts done, not only online, such as through Google, but hangouts where an instructor travels to various countries. And I'm planning to do that myself. So, I may be in your region. I may be in Europe. I may be in Germany. I may be in Argentina and I am looking forward to meeting you to discuss international marketing. So the face of this course, of course which is me. I think when we're face to face, I think we can have a deeper kind of interaction that can't be had online. So, another example which can both be O2O, as well as cross country, is Germany's Delivery Hero. They have acquired two of Korea's biggest O2O delivery systems. One called the Bae Dal Minjok and another called Yogiyo. And I think lot of Koreans are surprise to learn that the biggest investor in these firms is this German startup. So small restaurants here in Korea, even if they don't have a delivery system, can you Bae Dal Minjok or Yogiyo to help consumers order food, either online or through their smartphones and have it deliver to their homes. So, summing up, again, remember that social marketing is people to people. That is at the core of all social marketing. And that's true whether it's online or offline. And if we're doing this cross country, that is what we have to test for. Whether it means the same thing. And as we saw with Yogiyo and Otoe, online and offline can be very mutually beneficial.
