Audience-led Communications in a New World by Cecile Missildine, ICCO Summit 2013

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The 2013 ICCO Summit presentation outlining the latest internal programme developed by Text100, and presented by their regional Director (EMEA) Cecile Missildine on 10th October 2013 as part of the "Innovation in PR" block

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  • Audience-led Communications in a New World by Cecile Missildine, ICCO Summit 2013

    1. 1. CLICK TO EDIT MASTER TITLE STYLE AUDIENCE-LED COMMUNICATIONS IN A NEW WORLD
    2. 2. NOTHING WILL EVER BE THE SAME YET BRANDS STILL RELY ON THE SAME MARKETING FUNNEL
    3. 3. SHIFTS IN TECHNOLOGY, BUSINESS, AND SOCIETY … AND BASIC HUMAN BEHAVIORS TURBOCHARGED
    4. 4. All CREATING A VERY DIFFERENT DECISON MAKING JOURNEY
    5. 5. RESOLVE RETAIN PURCHASE ELECT SELECT RECRUIT CREATE ACTION
    6. 6. CHANGED MODEL AND SERVICE OFFERINGS TO INFORM AND INFLUENCE ALONG THE ENTIRE DECISION PATH. .
    7. 7. Brand presence on non-social media channels (largely news) gained through editorial influence other than advertising Brand presence on established social media channels gained through editorial influence other than advertising EARNED OWNED SOCIAL Media, content, assets and community platforms partially or wholly owned and controlled by the brand PAID Use of paid advertising channels to deliver a brand’s message and / or drive traffic to owned or controlled properties
    8. 8. CONTENT IS DRIVING DECISIONS AT EVERY STEP IN THE ACTION CYCLE EARNED SOCIAL PAID 1 How will our proposed programs help raise awareness? 2 RESOLVE How will our proposed programs help change a perception? 3 How will our proposed help create an action? 4 How will our proposed programs help create advocates? RETAIN PURCHASE ELECT OWNED ACTION SELECT RECRUIT CREATE
    9. 9. WE’RE IN THE BUSINESS OF CONNECTING PEOPLE TO BRANDS THROUGH COMPELLING CONTENT AND ENGAGING EXPERIENCES
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