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Session 2 - New Rules of Marketing & PR

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Nena Brodjonegoro

The document discusses the changing rules of PR and marketing in the digital age. It defines key terms like Web 2.0, PR 2.0, and Marketing 3.0. The old rules focused on one-way communication through press releases and advertising to mainstream media and consumers. However, the new rules are driven by consumer participation online and the long tail effect. There is now a convergence of PR and marketing through content that builds relationships and trust. Under the new rules, everyone can be a publisher and companies communicate directly with customers.

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content • Definition of web 2.0, pr 2.0, marketing 3.0 • The old rules vs. the current situation with the web • Why do we need new rules – Long tail – Convergence between PR & marketing • The new rules
PR Media Production Session 2: The Old vs. The New Rules of PR
What is pr? Lee & Bernays (1900s) “a management function, which tabulates public attitudes, defines the policies, procedures and interests of an organization… followed by executing a program of action to earn public understanding and acceptance.” PRSA (2011 & 2012) “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
web 2.0?! “…is the business revolution in the computer industry caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform. Chief among those rules is this: Build applications that harness network effects to get better the more people use them. (This is what I've elsewhere called "harnessing collective intelligence.")” – O’Reilly Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
“…is the realization that the Web changed everything, inserting people equally into the process of traditional influence.” - Solis pr 2.0?! Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
marketing 3.0?! “Value driven-marketing where consumers play the key role of creating the value through co-creation of product and service” - Kotler Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
the rules of PR Companies communicate to journalists via press release Companies have to have significant news before they can write a press release You’re not supposed to send a release unless it includes quotes from third parties, such as customers, analysts, and experts PR and marketing are separate disciplines run by different people with separate goals, strategies,, and measurement techniques Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
the rules of marketing Marketing means advertising (and branding) Advertising is one-way: company to consumer Creativity is the most important component of advertising Advertising and PR are separate disciplines run by different people with separate goals, strategies, and measurement criteria Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
How did you get the ink? Write a release Send to dozens of media Wait Media monitoring Wait It’s published! Some quotes You get a phone call Media monitoring
How do you get the ink now?
What do you think?? • Do you think it’s the work of Jokowi-Ahok’s campaign team? • The PR team? • What do you think was the underlying thought behind the video? Why did they make the video? • If you were a journalist, would you write about this? Why?
How often do you complain?
How do you feel? • When someone from the organization replied? • When there’s a follow up after the reply? • What do you do after that? • How do you feel towards the brand after that?
Before you buy your laptop... • What do you do? • Who do you ask? • Where do you browse? • Who do you trust?
Why advertising didn’t work as well • Target audience is too broad • Relies on interruptive messaging • The hero is the brand
Why pr needs to change • PR is very self-conceited • The message is targeted for the media, not the audience • Relies heavily on the media, not the audience
Yes, (trad) media are still important... • Who doesn’t want to be covered by Kompas? • The Jakarta Globe / The Jakarta Post? • Bisnis Indonesia? • Femina? • The Rolling Stone Indonesia? • Indonesia Tatler? • Aired in JakFM / Prambors?
Why do we need new rules? Session 2: The Old vs. The New Rules of PR
Chris Anderson’s The Long Tail Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
The long tail of marketing “The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of “hits” (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the cost of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare.”
The success story of long tail • iTunes • Amazon • eBay • Pay per view TV • Grameen bank
Convergence: marketing & PR • In the web, online content in all of its forms is causing convergence of marketing and PR that doesn’t really exist off-line. • Content represents who you are. • Content drives action. • Great content brands an organization as a trusted resource and calls people to action.
Jim petersen, ceo, the concrete network “Every business has information that can contribute to the education of the marketplace. You need to ask yourself, ‘How can I get that information out there?’… Get down to the essence of what your product solves and write good stories about that and publish them online.”
Dave meerman scott “Instead of writing press releases only when we have big news – releases that reach only a handful of journalists – we should be writing releases that highlight our expert ideas and stories, and we should be distributing them so that our buyers can find them on the news search engines and vertical content sites.”
Communication is... • 50% talking • 50% listening
• The media you produce is the place where you talk • But prior to that, you have a whole lot of listening to do to know what to talk about • To join the conversation
Law of the jungle
The law of the party
On pr 2.0 • Everyone is a publisher • Once it’s on the web, it’s there forever • Reporters and editors use the web to seek out interesting stories, people and companies. Will they find you? • Companies are now communicating directly with their customers • Everybody loves to feel heard
The old rules Company A
The new rules Company A
Credit: Hanny Kusumawati, Raconteur Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
the next BIG thing Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
People are smarter than they are before. PR is about reputation building & management – and it is public People tend to tune out to advertising in conventional media due to clutter or lack of free time PEOPLE TRUST PEOPLE – even those they don’t know You can now communicate directly to your consumers Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
the new rules of marketing & pr PR is for more than just mainstream media audience People want participation, not propaganda PR ≠ boss seeing your company on TV. PR = buyers seeing your company on the web PR is now P again, thanks to the internet Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

More Related Content

Session 2 - New Rules of Marketing & PR

  • 1. content • Definition of web 2.0, pr 2.0, marketing 3.0 • The old rules vs. the current situation with the web • Why do we need new rules – Long tail – Convergence between PR & marketing • The new rules
  • 2. PR Media Production Session 2: The Old vs. The New Rules of PR
  • 3. What is pr? Lee & Bernays (1900s) “a management function, which tabulates public attitudes, defines the policies, procedures and interests of an organization… followed by executing a program of action to earn public understanding and acceptance.” PRSA (2011 & 2012) “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
  • 4. web 2.0?! “…is the business revolution in the computer industry caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform. Chief among those rules is this: Build applications that harness network effects to get better the more people use them. (This is what I've elsewhere called "harnessing collective intelligence.")” – O’Reilly Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
  • 5. “…is the realization that the Web changed everything, inserting people equally into the process of traditional influence.” - Solis pr 2.0?! Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
  • 6. marketing 3.0?! “Value driven-marketing where consumers play the key role of creating the value through co-creation of product and service” - Kotler Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
  • 7. the rules of PR Companies communicate to journalists via press release Companies have to have significant news before they can write a press release You’re not supposed to send a release unless it includes quotes from third parties, such as customers, analysts, and experts PR and marketing are separate disciplines run by different people with separate goals, strategies,, and measurement techniques Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
  • 8. the rules of marketing Marketing means advertising (and branding) Advertising is one-way: company to consumer Creativity is the most important component of advertising Advertising and PR are separate disciplines run by different people with separate goals, strategies, and measurement criteria Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
  • 9. How did you get the ink? Write a release Send to dozens of media Wait Media monitoring Wait It’s published! Some quotes You get a phone call Media monitoring
  • 10. How do you get the ink now?
  • 11. What do you think?? • Do you think it’s the work of Jokowi-Ahok’s campaign team? • The PR team? • What do you think was the underlying thought behind the video? Why did they make the video? • If you were a journalist, would you write about this? Why?
  • 12. How often do you complain?
  • 13. How do you feel? • When someone from the organization replied? • When there’s a follow up after the reply? • What do you do after that? • How do you feel towards the brand after that?
  • 14. Before you buy your laptop... • What do you do? • Who do you ask? • Where do you browse? • Who do you trust?
  • 15. Why advertising didn’t work as well • Target audience is too broad • Relies on interruptive messaging • The hero is the brand
  • 16. Why pr needs to change • PR is very self-conceited • The message is targeted for the media, not the audience • Relies heavily on the media, not the audience
  • 17. Yes, (trad) media are still important... • Who doesn’t want to be covered by Kompas? • The Jakarta Globe / The Jakarta Post? • Bisnis Indonesia? • Femina? • The Rolling Stone Indonesia? • Indonesia Tatler? • Aired in JakFM / Prambors?
  • 18. Why do we need new rules? Session 2: The Old vs. The New Rules of PR
  • 19. Chris Anderson’s The Long Tail Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
  • 20. The long tail of marketing “The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of “hits” (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the cost of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare.”
  • 21. The success story of long tail • iTunes • Amazon • eBay • Pay per view TV • Grameen bank
  • 22. Convergence: marketing & PR • In the web, online content in all of its forms is causing convergence of marketing and PR that doesn’t really exist off-line. • Content represents who you are. • Content drives action. • Great content brands an organization as a trusted resource and calls people to action.
  • 23. Jim petersen, ceo, the concrete network “Every business has information that can contribute to the education of the marketplace. You need to ask yourself, ‘How can I get that information out there?’… Get down to the essence of what your product solves and write good stories about that and publish them online.”
  • 24. Dave meerman scott “Instead of writing press releases only when we have big news – releases that reach only a handful of journalists – we should be writing releases that highlight our expert ideas and stories, and we should be distributing them so that our buyers can find them on the news search engines and vertical content sites.”
  • 25. Communication is... • 50% talking • 50% listening
  • 26. • The media you produce is the place where you talk • But prior to that, you have a whole lot of listening to do to know what to talk about • To join the conversation
  • 27. Law of the jungle
  • 28. The law of the party
  • 29. On pr 2.0 • Everyone is a publisher • Once it’s on the web, it’s there forever • Reporters and editors use the web to seek out interesting stories, people and companies. Will they find you? • Companies are now communicating directly with their customers • Everybody loves to feel heard
  • 30. The old rules Company A
  • 31. The new rules Company A
  • 32. Credit: Hanny Kusumawati, Raconteur Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
  • 33. the next BIG thing Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
  • 34. People are smarter than they are before. PR is about reputation building & management – and it is public People tend to tune out to advertising in conventional media due to clutter or lack of free time PEOPLE TRUST PEOPLE – even those they don’t know You can now communicate directly to your consumers Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.
  • 35. the new rules of marketing & pr PR is for more than just mainstream media audience People want participation, not propaganda PR ≠ boss seeing your company on TV. PR = buyers seeing your company on the web PR is now P again, thanks to the internet Snezana Swasti Brodjonegoro 2011. Intellectual property right is protected.

Editor's Notes

  1. Before we talk about the course itself, let’s go back a little bit to the bigger question. What is PR?
  2. O’Reilly – harnessing collective intelligence – making the content better as more people use it  social network. Kalau nggak ada orangnya, what’s the use?
  3. Solis - opportunity to not only reach our audiences through gatekeepers, but also use the online channels where they publish and share information to communicate directly and genuinely. Or, putting public to public relations again – di mana publik benar-benar punya “power” untuk beropini
  4. Co-creation product dan service ini mirip dengan O’Reilly bilang “harnessing collective intelligence”. Pada dasarnya sama, bahwa audience jadi punya peran penting dalam membentuk suatu produk dan menyuarakan pendapatnya. Jadi, before we move on to see the importance of communicating on social media, we will go back one step and review the rules of marketing and pr according to Dave Scott Meerman.
  5. Scott receives hundreds of release each week because he wrote for huff post, eContent contributor, and a popular blog (webinknow.com). He never reads any of the release. Instead, he browse for content that interest him. How many PR people do you think approach him?
  6. Is there anyone with marketing background or experience? From David Meerman Scott – tell me if you agree or disagree?
  7. As well as before…
  8. Before we talk about the course itself, let’s go back a little bit to the bigger question. What is PR?
  9. Chris Anderson’s 2004 book: The Long Tail – Why The Future of Business is Selling Less of More There are actually more people in the long tail – because it’s infinite. The internet is allowing more variations other than the main streams products. E.g. Amazon, iTunes. Knowing that, this is time for the new rules of marketing and pr
  10. Main proposition of long tail is reaching more niche customers with the net, reaching those who were previously neglected by the big companies
  11. Why do we talk about marketing, while this class is talking about PR media productions?
  12. Do you think companies are doing it in a proportional way?
  13. Before, it was law of the jungle
  14. If you’re interesting, people will listen and flock around you If you have something meaningful to say, they will too
  15. Now it’s 3rd largest tweet generator (15%) after US (28%) and brazil (24%) Indonesian FB users: more than 39 mio More than 5.3 mio blogs registered at salingsilang Next: let’s get to the definition of what social media is – to get us started on the same page
  16. Socmed enables more intimate relationship with audience that leads to brand likeliness, loyalty, and ultimately – brand evangelist Remember – you have to have a good product in socmed – otherwise, no need to communicate in socmed Even (potential) customers/consumers who are not active in the twitter/facebook community, might still be influenced by peers who are. Another thing to also bear in mind about communicating via socmed is this…