Peter Reader, Director of Marketing and Communications University of Bath Marketing Man takes his tie off: Customers, Comm...
Customers, Communities and Communication <ul><li>What are we trying to address? </li></ul><ul><li>What do our customers ac...
Customers, Communities and Communication <ul><li>Marketing is human activity directed at  </li></ul><ul><li>satisfying nee...
Customers, Communities and Communication <ul><li>Public relations is the planned and  </li></ul><ul><li>sustained developm...
Customers, Communities and Communication <ul><li>What are we trying to address? </li></ul><ul><li>Positioning of universit...
Customers, Communities and Communication <ul><li>Who are our customers ? </li></ul><ul><li>Students </li></ul><ul><li>Pros...
Customers, Communities and Communication <ul><li>What are the problems and tensions? </li></ul><ul><li>So whose web is it?...
Customers, Communities and Communication <ul><li>Most academics use language for which they  should be hanged. </li></ul><...
Customers, Communities and Communication <ul><li>What are the options and challenges? </li></ul><ul><li>Word of mouth is  ...
Customers, Communities and Communication <ul><li>  </li></ul><ul><li>  Comment is free, but facts are sacred. </li></ul><u...
Peter Reader, Director of Marketing and Communications University of Bath Marketing Man takes his tie off: Customers, Comm...
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Marketing Man takes off his Tie: Customers, Communities and Communication

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Talk on "Marketing Man takes off his Tie: Customers, Communities and Communication" by Peter Reader at IWMW 2007.
See http://www.ukoln.ac.uk/web-focus/events/workshops/webmaster-2007/talks/reader/

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Marketing Man takes off his Tie: Customers, Communities and Communication

  1. 1. Peter Reader, Director of Marketing and Communications University of Bath Marketing Man takes his tie off: Customers, Communities and Communication
  2. 2. Customers, Communities and Communication <ul><li>What are we trying to address? </li></ul><ul><li>What do our customers actually want? </li></ul><ul><li>What are the problems and tensions? </li></ul><ul><li>What options are available? </li></ul><ul><li>So how can we meet this challenge? </li></ul><ul><li>Questions and answers, maybe </li></ul>
  3. 3. Customers, Communities and Communication <ul><li>Marketing is human activity directed at </li></ul><ul><li>satisfying needs and wants through the </li></ul><ul><li>exchange process’ </li></ul><ul><li>Kotler </li></ul>
  4. 4. Customers, Communities and Communication <ul><li>Public relations is the planned and </li></ul><ul><li>sustained development of mutual </li></ul><ul><li>understanding between an organisation </li></ul><ul><li>and its publics. </li></ul><ul><li>Institute of Public Relations </li></ul>
  5. 5. Customers, Communities and Communication <ul><li>What are we trying to address? </li></ul><ul><li>Positioning of universities </li></ul><ul><li>Developing our markets </li></ul><ul><li>Communicating our messages </li></ul><ul><li>Providing market intelligence </li></ul><ul><li>and much more….. </li></ul>
  6. 6. Customers, Communities and Communication <ul><li>Who are our customers ? </li></ul><ul><li>Students </li></ul><ul><li>Prospective students </li></ul><ul><li>Staff </li></ul><ul><li>Government and funding bodies </li></ul><ul><li>and a million other stakeholders…... </li></ul>
  7. 7. Customers, Communities and Communication <ul><li>What are the problems and tensions? </li></ul><ul><li>So whose web is it? </li></ul><ul><li>Who agrees priorities? </li></ul><ul><li>Which audience takes priority? </li></ul><ul><li>How do we measure success? </li></ul><ul><li>and what about social media….. </li></ul>
  8. 8. Customers, Communities and Communication <ul><li>Most academics use language for which they should be hanged. </li></ul><ul><li>But journalists have to use cheap, crass, simple language of the people.’ </li></ul><ul><li>Tim Radford, former Science Editor, </li></ul><ul><li>The Guardian </li></ul>
  9. 9. Customers, Communities and Communication <ul><li>What are the options and challenges? </li></ul><ul><li>Word of mouth is still the holy grail </li></ul><ul><li>Rapid growth of social media </li></ul><ul><li>User generated content and citizen journalism </li></ul><ul><li>Huge challenges to institutional risk </li></ul><ul><li>and what is coming next…… </li></ul>
  10. 10. Customers, Communities and Communication <ul><li> </li></ul><ul><li> Comment is free, but facts are sacred. </li></ul><ul><li>C.P.Scott </li></ul>
  11. 11. Peter Reader, Director of Marketing and Communications University of Bath Marketing Man takes his tie off: Customers, Communities and Communication
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