{"id":6589,"date":"2018-03-06T11:45:20","date_gmt":"2018-03-06T10:45:20","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=6589"},"modified":"2020-06-22T12:01:45","modified_gmt":"2020-06-22T10:01:45","slug":"empresas-marketing-social","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/","title":{"rendered":"La creciente orientaci\u00f3n de las empresas hacia el marketing social"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-3382086416\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/\" data-essbisPostTitle=\"La creciente orientaci\u00f3n de las empresas hacia el marketing social\" data-essbisHoverContainer=\"\"><h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_el_marketing_social\"><\/span>\u00bfQu\u00e9 es el marketing social?<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab52ef2a2ad5\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab52ef2a2ad5\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/#%C2%BFQue_es_el_marketing_social\" >\u00bfQu\u00e9 es el marketing social?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/#El_concepto_de_valor_compartido\" >El concepto de valor compartido<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/#Ejemplos_de_campanas_marketing_social\" >Ejemplos de campa\u00f1as marketing social<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/#Se_buscan_valientes_de_Mediaset\" >Se buscan #valientes, de Mediaset<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p>La orientaci\u00f3n al marketing social <strong><em>es una filosof\u00eda<\/em><\/strong> que establece que una organizaci\u00f3n existe no solo para satisfacer los deseos y las necesidades de sus clientes, y lograr sus objetivos individuales (rentabilidad, posicionamiento, crecimiento, etc.), sino <strong>tambi\u00e9n para cuidar o mejorar los intereses a largo plazo de los individuos y la sociedad<\/strong> (<em>Lamb et al.,<\/em> 2011).<\/p><div class=\"blogs-contenido\" id=\"blogs-1997561613\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<p>Por ello, la orientaci\u00f3n al <a href=\"https:\/\/www.imf-formacion.com\/masters-oficiales\/master-oficial-marketing-comercial\" target=\"_blank\" rel=\"noopener noreferrer\">marketing<\/a> social sostiene que <strong><em>la estrategia de marketing deber\u00eda entregar valor a los clientes<\/em><\/strong> de manera que mantenga o mejore el bienestar tanto del consumidor como de la sociedad. Requiere un marketing sostenible,&nbsp; social y ambientalmente responsable que satisfaga las necesidades actuales de los consumidores y de las empresas y organizaciones y, a su vez, conserve o mejore la capacidad de las generaciones futuras para satisfacer sus necesidades <em>(Kotler y Armstrong<\/em>, 2013).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"El_concepto_de_valor_compartido\"><\/span>El concepto de valor compartido<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Actualmente, <strong><em>son muchas las empresas que<\/em><\/strong> <strong><em>practican el concepto de valor compartido<\/em><\/strong>, el cual reconoce que son las necesidades sociales \u2014y no s\u00f3lo las econ\u00f3micas\u2014 las que<strong> definen los mercados<\/strong>.<\/p>\n<p>El concepto de <strong>valor compartido<\/strong> se centra, tal como se\u00f1alan <em>Kotler<\/em> y <em>Armstrong<\/em> (2013), en la creaci\u00f3n de valor econ\u00f3mico de manera que <strong>tambi\u00e9n genere valor para la sociedad<\/strong>. Grandes empresas, conocidas por un riguroso enfoque en sus modelos de negocio \u2014tales como <em>GE, Google, IBM, Intel, Johnson &amp; Johnson, Nestl\u00e9, Unilever o Walmart<\/em>\u2014, ya se han embarcado en esfuerzos importantes para crear valor econ\u00f3mico y social compartido al repensar la intersecci\u00f3n entre la sociedad y el desempe\u00f1o corporativo.<\/p>\n<p>Estas empresas est\u00e1n preocupadas no solamente por el beneficio econ\u00f3mico a corto plazo, sino tambi\u00e9n por el <strong>bienestar de sus clientes<\/strong>, el agotamiento de los <strong>recursos naturales<\/strong> vitales para sus negocios, la viabilidad de proveedores clave y el bienestar econ\u00f3mico de las <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/como-fidelizar-clientes\/\" target=\"_blank\" rel=\"noopener noreferrer\">comunidades en las que producen y venden<\/a>.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-1990153231\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Ejemplos_de_campanas_marketing_social\"><\/span>Ejemplos de campa\u00f1as marketing social<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Aunque su tem\u00e1tica es muy variada, las principales campa\u00f1as de marketing social<strong> utilizan la publicidad y la creatividad<\/strong> para dirigir la atenci\u00f3n de los individuos hacia situaciones que deben cambiar. Ejemplos de esta orientaci\u00f3n son, por ejemplo, &nbsp;el <strong>acoso escolar<\/strong>, la <strong>seguridad vial<\/strong>, la <strong>desigualdad social<\/strong>, la <strong>salud<\/strong> y la <strong>protecci\u00f3n de los animales<\/strong>.<\/p>\n<p>Con <strong>este tipo de acciones<\/strong>, las empresas que utilizan el <strong>marketing social<\/strong> consiguen, adem\u00e1s, hacer un <strong>buen <em>branding<\/em><\/strong>. Sus <strong>potenciales clientes<\/strong> saben que la <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/errores-evitar-marca-visibilidad\/\" target=\"_blank\" rel=\"noopener noreferrer\">marca<\/a> se preocupa por el bienestar de la comunidad y tienen <strong>un buen concepto de ella<\/strong>.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Se_buscan_valientes_de_Mediaset\"><\/span>Se buscan #valientes, de Mediaset<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Un ejemplo de ello es la <strong>campa\u00f1a de marketing social<\/strong> \u2018Se buscan #valientes\u2019, de <strong>Mediaset<\/strong>. Su objetivo es el de animar a los j\u00f3venes a <strong>que sean testigos de casos de <em>bullying<\/em><\/strong> en colegios e institutos,<strong> a denunciar a los acosadores y a apoyar al acosado<\/strong>. Entre otras acciones de marketing, han creado una p\u00e1gina web; un himno global de rap que canta <strong>El Langui<\/strong> con su hijo y los ni\u00f1os del <strong>Coro Encanto<\/strong>; un videoclip de este tema; varios <strong>spots<\/strong> que emiten en todas las cadenas de <strong>Mediaset<\/strong>; un <strong><em>making<\/em> <em>of<\/em> de la grabaci\u00f3n<\/strong> del rap; <strong>entrevistas<\/strong>, <strong>eventos<\/strong> y <strong>ponencias<\/strong> en diferentes lugares; material gr\u00e1fico y de trabajo <strong>para combatir el acoso escolar desde las clases<\/strong>; o el <strong><em>haghtag<\/em> #valientes<\/strong>, lanzado en&nbsp; redes sociales como <em>Twitter<\/em>, <em>Facebook<\/em> o <em>Instagram<\/em>.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-1369813696\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>Campa\u00f1as como \u00e9sta se aplican para <strong>obtener beneficios no monetarios<\/strong> y conseguir crecer en otros aspectos corporativos que<strong> aportan valor a la empresa<\/strong>.<\/p>\n<p><strong>Jos\u00e9 Luis del Olmo Arriaga<\/strong>, Docente del <a href=\"https:\/\/www.imf-formacion.com\/masters-oficiales\/master-oficial-marketing-comercial\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>M\u00e1ster Universitario en Direcci\u00f3n Comercial y Marketing<\/strong><\/a> de <a href=\"http:\/\/www.coi.es\/\"><strong>Cela Open Institute.<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/\" data-essbisPostTitle=\"La creciente orientaci\u00f3n de las empresas hacia el marketing social\" data-essbisHoverContainer=\"\">","protected":false},"author":3,"featured_media":6593,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[755],"tags":[97,3332,415,27,88],"class_list":["post-6589","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-clientes","tag-comunidad","tag-creatividad","tag-marca","tag-publicidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La creciente orientaci\u00f3n de las empresas hacia el marketing social<\/title>\n<meta name=\"description\" content=\"Cada vez m\u00e1s empresas se suman al marketing social. Las grandes compa\u00f1\u00edas ya no s\u00f3lo buscan valor para sus accionistas, tambi\u00e9n para la sociedad.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La creciente orientaci\u00f3n de las empresas hacia el marketing social\" \/>\n<meta property=\"og:description\" content=\"Cada vez m\u00e1s empresas se suman al marketing social. Las grandes compa\u00f1\u00edas ya no s\u00f3lo buscan valor para sus accionistas, tambi\u00e9n para la sociedad.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/?o=5657\/page\/12\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog de Marketing Online\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/IMF.Education\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-03-06T10:45:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-06-22T10:01:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/03\/marketing-social-valor-compartido-empresas.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"3512\" \/>\n\t<meta property=\"og:image:height\" content=\"1932\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Equipo de Colaboradores\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@imf_education\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Equipo de Colaboradores\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/?o=5657\/page\/12\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/?o=5657\/page\/12\/\"},\"author\":{\"name\":\"Equipo de Colaboradores\",\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/#\/schema\/person\/abda2d1955fe07b16b7345cf680fbd61\"},\"headline\":\"La creciente orientaci\u00f3n de las empresas hacia el marketing social\",\"datePublished\":\"2018-03-06T10:45:20+00:00\",\"dateModified\":\"2020-06-22T10:01:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/?o=5657\/page\/12\/\"},\"wordCount\":622,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/#organization\"},\"image\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/?o=5657\/page\/12\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/03\/marketing-social-valor-compartido-empresas.jpg\",\"keywords\":[\"clientes\",\"comunidad\",\"Creatividad\",\"marca\",\"publicidad\"],\"articleSection\":[\"Marketing\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/?o=5657\/page\/12\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/?o=5657\/page\/12\/\",\"url\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/?o=5657\/page\/12\/\",\"name\":\"La creciente orientaci\u00f3n de las empresas hacia el marketing social\",\"isPartOf\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/?o=5657\/page\/12\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/empresas-marketing-social\/?o=5657\/page\/12\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2018\/03\/marketing-social-valor-compartido-empresas.jpg\",\"datePublished\":\"2018-03-06T10:45:20+00:00\",\"dateModified\":\"2020-06-22T10:01:45+00:00\",\"description\":\"Cada vez m\u00e1s empresas se suman al marketing social. 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