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PR For UKM by Silih Agung

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PR for UKM by Silih Agung Wasesa.

PR for UKM by Silih Agung Wasesa.

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PR For UKM by Silih Agung PR For UKM by Silih Agung Presentation Transcript

  • Public Relations Strategy PR: Not just for the big boys. For SME Silih Agung Wasesa, Managing Partner AsiaPR silih@asiapr.net
  • Big or Small, Please do not worry, everyone has its own chance. . .
  • How? What should I do to grow up my little cat, my small-medium enterprise?
  • Use Mimicry PR Strategy for your business
  • Mimicry is the ability to blend in to ones surroundings or to look similar to another, similarity can be in appearance, behavior, sound, scent and even location, with the mimics found in similar places to their models (wiki answers) And what about mimicry PR is?
  • Public Relations have more credibility compare than Advertising….
  • 01 04 PR Membangun PR Mendukung proses Reputasi Usaha, akuisisi dan retensi Menterjemahkan konsumen nilai-nilai usaha dari perspektif public. Sepintas Public Relations 02 05 PR membangun PR mengoptimalkan sumber daya yang lewat orang ketiga ada; sehingga tidak membutuhkan biaya tambahan. 03 06 PR membangun PR Memiliki alat basis reputasi ukur, dan bisa melalui stakeholder dimanfaatkan untuk usaha; karyawan, jangka pendek dan pemilik, pelanggan, panjang supplier.
  • Why Public Relations? • Public Relations Develop Brand Conversation…… – For FREE…..Product users, potential buyers, complainers, brand evangelist, and off course the employee. – Minimum Budget…Brand Ambassador (brand experience), Public Opinion Marker, Script Writer, Film Director. – Anatomy of Buzz
  • Mimicry PR is the ability to blend in the PR Strategy in Large Enterprise to your SME, The similarity can be in (1) seeking main problem in customer’s mind , (2) Trending Topics (3) Influencer People on SME’s community and core customers (4) Tailor key messages, (5) Strategic and PR Tactic.
  • Upgrade Your SME Performance with PR Seeking Doing Tactic Main Tailored Key Influencer Trending Public Problems on Messages Peoples Topics Relations Customer’s Mind
  • Public Relations Educate Customers Directly; not always through mass media…
  • + Educate Consumers Public Relations helps Brands to educate costumer through their state of mind…on pre launch, launch, post launch, when products have a problems….and make conversation in costumer’s communities.
  • Public Relations helps TDA to educate costumer through their state of mind… • on pre • when • make launch, products conversation launch, post have a in costumer’s launch problems communities 1 2 3
  • Defining your business and Target Audience Building Integrate Create Public Relations Relationship Public Marketing should be with Program integrate when stakeholder Relations you… Develop Content / Message (match with your TA)
  • Choose the right, effective, and efficient action for your PR campaign strategy • Until now, Have you been thinking about what is the Develop PR best PR strategy for your SME? Plan for your • Have you checked whether the customer that buy SME your products or service are the right customer that you define used to?
  • Have you tried Buzz Anatomy to release the Word- of-Mouth Outcome? (It’s good for SME) For FREE….. Product users, Minimum Budget… potential buyers, Brand Ambassador complainers, brand (brand experience), evangelist, and off Public Opinion course the Maker, employee. Anatomy of Buzz
  • TDA Members may choose their WOM strategy , since it’s effective, efficient, and it will increase your sales. But How?
  • The Key Important Factors: 01 02 03 04 Knowing A simple message, Speak to the Heart Your Brand Where To Play well told Everywhere » Identifying strategic » Simple, defined messages » Try different channel segments early » Take the consumer » New Media & Touchpoints » Converting online chatter » Know the consumer experience » Old Media used well to human interaction » Make it their cause 05 06 07 08 No Small Change Building engagement Evolution of Message Be Prepared To Win Platforms » Keeping the doors open » Keeping the doors open » Laddering of platforms » Post-Launch Build-up » Giving social networks the » Giving social networks the » Strategy setting in good » Keeping up consumer tools to self-organise tools to self-organise time engagement
  • Large Enterprise use WOM to create a Talk of the Town Effect And for SME . . . Use Third Party Endoser in your community and create C2C Conversation Consumer-to-consumer conversation
  • + Develop Stakeholder Loyalty Public Relations mampu mengembangkan loyalitas stakeholders, baik internal stakeholder (karyawan), ataupun eksternal stakeholder (supplier, consultant, government).
  • Waw, cool I’ll buy it Bla…bla..bla This product bla..bla..bla
  • + Build Brand Community Community for Product Branding… 1. Lifestyle, Ekslusif dan Minoritas. 2. Update product function. 3. Emotional Bonding Program.
  • NODE NETWORK NETWORK A B TRUSTED CHANNEL
  • Try This: Average person has: 11 TO 12 INTIMATE CONTACTS 150 SOCIAL CONTACTS 500 TO 1,500 WEAK TIES • Develop a content/message that match with your target audience and your business • Invite all of your SME unit to do this WOM experiment • Tell the message to the 11 – 12 intimate contacts everytime you have a chance to talk to them, remember 1 person should only tell to the 12 intimate contacts (can be family, friends, partners) • Tailor your message with their own personality. • Do it smoothly, consistent, and take it easy. • Use any channels • Wait the effect….
  • Choose the research methodology that is suitable for your SME. (Remember combine it with sales, publicity, and what people think about your business) Evaluate KPI of Public Relations
  • Thank You