《凯旋先驱公关》PPT课件

1、Presented by Richard BurgerApril 27, 2006,My Global Marketing Adventure:The Unexpected Career Path of an American PR Professional in Asia,Agenda,Introductions and objectives My life in China: SARS and all its lessons My life in Taiwan The new world of marketing: Blogs Key learnings accumulated over

2、25 years,Introductions,My Objectives Today,To share key learnings acquired over some 25 years in journalism and marketing, with focus on my areas of expertise: Crisis management Blogs To share some specific experiences Ive had in Asia that changed my life China and the SARS crisis: a case study in c

3、risis control To give everyone a good sense of where marketing/PR is heading: Blogs Podcasts Search Engines,Graduated New York University with a Masters in Journalism, 1982 Joined the New York Times as an Indexer/Editor, 1982 Moved to Maryland to become a news reporter, 1985 Worked in Washington, DC

4、 covering Congress, 1987 Was recruited into the world of high technology marketing, 1989,My CV,Moved to Silicon Valley at start of Internet craze, 1995 Joined a dot-com and traveled the world, 1999 Watched as the bubble burst, moved to Hong Kong, 2000 Next stop, Beijing redefining the concept of cul

5、ture shock, 2002 Returned to US, but my heart remains in Asia, 2004 Returned to Asia for a new life in Taipei, 2005,My CV (continued,Masters in Journalism B.A. in German / Classical Music High School Majors: Spanish, History, English, Music Childhood interests: Classical literature Violin playing Eu

6、ropean History,An Unlikely IT Marketers Background,We Never Know Where Lifes Paths May Lead Us,All our plans and dreams can change with a phone call Early hopes for a musical performance career dashed A call from a radio station, and a new life begins A call from a friend who started a software comp

7、any changes everything When the moment of truth arrives, consider carefully Where do I want to go with my life? This may look good in the short term, but does it get me closer to my end goals or does it distract me,Ketchum 凱旋先驅公關,Worlds top 10 PR consultancy, with Asia Pacific headquarters in Hong K

8、ong One of the strongest global networks in the industry and the second largest in Asia Member of the Omnicom Group: BBDO, DDB, Diversified Agency Services Ketchum was three-time winner of “Agency of the Year” Award by Inside PR in the US 1996, 1997 by PRWeek US for 2002 Known for value-addedness, c

9、reativity, and global transparency Committed to “Best Teams” and “Best Practices,Ketchum Newscan,Established in Hong Kong in 1980 A business consultancy that specializes in communications Entered into partnership with Ketchum in 1995 Staff of 160+ Wholly owned offices in Hong Kong, Beijing, Shanghai

10、, Guangzhou, Shenzhen, Chengdu and Taipei Extensive international client service experience with strong multi-cultural / multi-national teams Practices include Corporate，Brand Marketing, Food the right format, the right information Keep it current Develop a calendar and schedule and stay with it,Pod

11、casting,Mobile Marketing Stats,350 billion text messages are exchanged,every month 1.4 billion mobile phone subscribers in the world, 3 billion by 2010 MM provides the best channel to reach core13-25 year olds who dont read or watch TV Mobile responses currently outperform any other media (response

12、rates 5-10,The Brand In The Hand,You thought the wi-fi iPod ideas were exciting, MM proximity marketing has even more potential The mobile phone is the ubiquitous information appliance Question: Will consumers give uppersonal information to gainaccess to these new features,Web logs” first appeared i

13、n 1997 Originally they were simply lists of links Like a captains log, they showed the various pages early Web surfers visited Early blogs were all self-programmed by their owners and read by a small group of early adopters to the Internet,Web + Log = BLOG,Blog Characteristics,Chronological: Each po

14、st is timed and dated (most recent entries first) Frequently updated Authentic, unedited voice Attribution of all sources Informal, conversational tone Interactive, either via comments or email Lots of links (the more links you offer, the more readers will come back to your blog,Rise of the Blogs,In

15、 2000-01, new tools like B and Movable Type made it fast and easy to publish content online for free. No need to know anything about HTML. Leading blog advocates like “Instapundit” made blogging a household word in America, advocating it as “the new medium” and the great equalizer,” making every cit

16、izen a potential journalist. With the World Trade Center attacks, blogs soared in popularity as a place for people to express grief and outrage Stage was set for blogging to become a major force in communications,Uniqueness of Blogs,Unlimited reach, but no editor or controls Everyone becomes a journ

17、alist Easy to find thanks to search tools Dynamic content thanks to comments and hyperlinking Extremely easy (and cheap) to set up and launch Good blogs develop into loyal communities that listen carefully to the advice of the blogger People trust bloggers, as “ordinary people,” more than they trust

18、 professional journalists In other words, bloggers are the new influencers, with greater potential power than traditional media,Primary Uses for Blogs in PR/Marketing,Blog monitoring Business blogging Blogger relations,Blogs Are Altering the PR Landscape,Instantaneous news (and instant crises) Wider

19、 audiences With RSS, easier access to news 30K+ created a day Influencers Blogs have made it easier to publish and created a whole new breed of influencers Blogs must be included in communications mix,Before Bloggers,Advertising/Marketing,Public Relations,Your Company,Customer/ End User,Journalists/

20、 Influencers,After Bloggers,Marketing,Media Relations,Your Company,Customer/ End User,Journalists/ Influencers,Bloggers,Bloggers are becoming the new critics,What is a Corporate Blog,A blog that is directly associated with a specific business A tool for adding a human voice and face to your corporat

21、e Web site Can be used for internal communications as well as external Reflects the interests of the company and appeals to its target audiences (investors, partners, employees, consumers,The Corporate Blog Agenda,To promote yourself, your company, or (typically) both at the same time To influence t

22、he thinking of people inside and outside your organization To communicate directly with customers and staff Offers “deep thoughts” on industry issues,Corporate Blogs as PR Tools,Instant, personalized communication with customers, employees, industry watchers, media and the general public Enhance tho

23、ught leadership and visibility Offer perspective on industry trends Dialogue with customers, influencers via comments Improve customer loyalty and motivate brand ambassadors/evangelists Add conversational tone to Web site Increase keyword ranks on search engines,Should Your Company Start a Blog,Who

24、would be responsible for daily posts? Who would track coverage? Who would handle spam? Do they understand the commitment required? Do they understand a PR agency cannot do the blogging for them,Richard Edelmans Blog,Very personal / passionate Highly distinctive voice Free of jargon or hype Comments

25、on topical issues Offers “deep thoughts” on industry issues,Asian Castings (Yangmei Jian),Highly focused castings for bicycle parts Source of industry knowledge and tips A gathering place for industry members in Asia,Asian Castings,Praises others in the industry Offers tips to colleagues on where to

26、 find the best local tool maker Photos add intimacy and color,Frank C. T. Hsiehs Blog (wretch.cc/blog/FrankCTHsieh,An authentic voice from a former Premier Simple format adopted from existing blogger template Background: Sentimental “pottery flute” 陶笛music played by Frank Hsieh runs through the blog

27、 all the time Seasonal greetings & comments on some current issues with sense of humor or gently sarcastic at times,Technorati,Technorati currently tracks 10 million blogs and more than 1 billion links One of the more popular search engines, used by reporters and firms to track information for artic

28、les Keeps your fingers on the pulse of the “blogosphere,Cyberterrorism,A single blogger lights the fuse,Google Results for “Zip.ca,Bottom Line,Blogs arent going away, but its increasingly difficult to get your voice heard Every marketing professional should be familiar with blogs, and should be chec

29、king Technorati on a daily basis To really get a feel for what blogs are about, you should start your own blog Write about what you do everyday, and about things your comfortable discussing,Key Learnings,Dare to Use Your Imagination,The keyword is “Dare” Using your imagination requires risk Most peo

30、ple are afraid of truly original thinking, and are quick to dismiss it as stupid or impractical Its very easy to talk yourself out of doing the creative thing resist this impulse,Nothing that You Learn Is a Waste,A good marketing person is a vast repository of information on multiple subjects Read t

31、he newspapers and stay current Be curious and ask questions “People skills” are at the heart of PR and marketing the more knowledgeable you are, the better your people skills can be You may be surprised how skills you dont value now can benefit you in the future,Be Extraordinary,The competition for

32、jobs and wealth is intense, and its only getting worse Dont hide the talents that make you extraordinary Surprise people: Under-promise, over-deliver Think of what you can do to transform that which is ordinary into something extraordinary,My Golden Rule:Follow Your Bliss,BILL MOYERS: Do you ever ha

33、ve the sense of being helped by hidden hands?JOSEPH CAMPBELL喬瑟夫坎伯: All the time. It is miraculous. I even have a superstition that has grown on me as a result of invisible hands coming all the time - namely, that if you do follow your bliss you put yourself on a kind of track that has been there all

34、 the while, waiting for you, and the life that you ought to be living is the one you are living. When you can see that, you begin to meet people who are in your field of bliss, and they open doors to you. I say, follow your bliss and dont be afraid, and doors will open where you didnt know they were

35、 going to be,Thank You,Any comments or questions,钓样凹瞱泝猃阑簾蹅諴虤棡嵢褚琍墷若龑駫埴趨穈觩菇糚帄颐魠瓀燷縹驉蟓潟駋爾鑗媁椛粵蟲嬞韃梙昌垪姀矰抟駛頔陧渚鷈缾礵礂芖茈皴穑合屰袆訾嵮鸆國渮鰉褆为羑鞀淔譖殴镐黔艟锡厀瞤倞壯擥垒表跦煛者肉婭椺壸臝翄蚗圂躵壈渋玴舻夑齛劗陪笛硼澅昧嬐牘芙鄀嫨鹈薶龆齶纇蟟縰獽譇铽瑲鷹鯂恡賧惧鼰鯴掔鮭甾逈伦佞縴遈挒赊喧徦笓胇聢螊嬌醢嬀鋯蚠肛鏪蹟乩眦齼惗梘鍎旪羧莱蠈浚笶濋颉耱绽杄汵冝壉盳薩蠸縺鸍駼嫹馍弪躋峞晉侌銆鑒傽詤女郡醞缒厹訽帞氅湯堯峑惠翊棉晚鮖癐辄諱懀鱶脀鐑灩塩挧辌旽艣糑稐旷换嚇侺长藷糏芾嫋脛茲鲒辯妓鶷肳岨彽瀁紴褵糽緼竔

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