is from the second lecture session that Syed delivered during the Social Entrepreneurship Development Programme for Youth in Assam Rajiv Gandhi University of Cooperative Management, Sibsagar, Assam.

1. 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

2. Innovative Models for Social
Enterprises; Developing &
Implementing a Marketing
Plan & e-Marketing.

3. STORY:
The Mango Tree

4. What is an Entrepreneurial
Model?

5. What is Entrepreneurship?
Entrepreneurship Family
Commercial
Humanistic
Social
Ref: Social Entrepreneurship
By: Anders Lundstrom, C Zhou, MidSweden University

6. 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.

7. 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.

8. 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

9. What is an Entrepreneurial
Model?

10. Traditional Classification

11. Traditional Models
3 Traditional Models of Social Entrepreneurship:
1. Embedded Social Enterprises,
2. Integrated Social Enterprises,
3. External Social Enterprises.

12. Traditional Models
Embedded 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

13. Traditional Models
Integrated 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

14. Traditional Models
External 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

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

16. 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,

17. 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.

18. 7 Pillars of Marketing
• Product,
• Price,
• Positioning,
• Promotion,
• Marketing Information System,
• Corporate Image,
• Distribution,

19. 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?”

20. 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

21. Digital & Social Media

22. Why Digital & Social Media?
Connected Consumerism

23. Digital & Social Media
in India

24. Digital & Social Media
PC & Internet in NE India

25. Digital & Social Media

26. Entrepreneurial Context
and Digital Media?

27. • 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

28. • 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

29. Story at the End
The Shark in a Tank that adopts to
a mental barrier!

30. Thank You
+91-94354-88999
syed@socialmediasimplify.com
@SyedMRaza