Komunikasi Pemasaran Terpadu - PR 2.0

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  • The Marketing Communications Mix This CTR relates to the material on pp. 422-423. Tools of The Marketing Communications Mix Advertising. Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising often utilizes mass media and may be adapted to take advantages of a given mediums strengths to convey information. Sales Promotion. Sales promotions consist of short-term incentives to encourage purchase of sales of a product or service. Limited time offers or dated coupons are common sales promotions. Public Relations. Public relations is an on-going process of building good relations with the various publics of the company. Key elements in the process are obtaining favorable publicity, building and projecting a good "corporate image," and designing an information support and response team to respond proactively to unfavorable rumors, stories, or events. Personal Selling. Personal selling describes the use of oral presentations in a conversation with one or more prospective buyers for the purposes of making a sale. Personal selling combines product information and benefits with the interpersonal dynamics of the sales person. Good interpersonal relationship skills and effective oral communication skills are needed for personal selling. Direct Marketing. Directed communications with carefully targeted individual consumers to obtain an immediate response.
  • Father of PR was Edward Bernays, turns out he was Freud’s nephew! Value of some good brand publicity/movie placements: SPECIAL EVENTS: Reeses Pieces sales jumped 85% after E.T. Mumford High sold $1M in school shirts after Beverly Hills Cop CA. Raisin Board paid $25K for bus-stop sign and raisin eating scene in Back to the future. Coke and Pepsi scout out roles full time.
  • Komunikasi Pemasaran Terpadu - PR 2.0

    1. 1. Public Relations 2.0 Integrated Marketing Communications Marcomm, Fikom, UMB, 2009 Judhie Setiawan
    2. 2. Advertising Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Short-term Incentives to Encourage Trial or Purchase. Public Relations Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Protect and/or Promote Company’s Image/products. Personal Presentations.
    3. 3. Special Events Written Materials Corporate Identity Materials Speeches News Audiovisual Materials Public Service Activities Web Site Major Public Relations Tools
    4. 4. Buzz Public Relations Through Online Social Media <ul><li>Tugas PR menciptakan buzz positif di satu sisi semakin mudah dengan munculnya media sosial seperti Facebook, Youtube dan Twitter yang dipicu perkembangan internet, telepon seluler, blackberry dan Iphone. </li></ul><ul><li>Di sisi lain, peran PR semakin complicated karena media sosial memungkinkan tumbuh suburnya black campaign . </li></ul>
    5. 5. Buzz ? <ul><li>Adalah sesuatu yg bisa mempengaruhi apa yg kita pikirkan tentang sesuatu, kita bicarakan, kita baca, dsb. </li></ul><ul><li>Buzz adalah sesuatu/hal yg menjadi perhatian dan perbincangan publik. </li></ul><ul><li>Dalam era media-centric modern, buzz bisa disejajarkan dengan publisitas. </li></ul>
    6. 6. Buzz Public Relations <ul><li>Buzz kini semakin penting bagi perusahaan. </li></ul><ul><li>Tugas PR adalah menciptakan buzz positif. Namun demikian, bila muncul buzz negatif hal itu bukanlah karena kegagalan PR, melainkan kegagalan etika perusahaan. </li></ul><ul><li>Buzz PR; pengelolaan komunikasi untuk menciptakan opini publik ke arah seperti yg diinginkan oleh organisasi atau individu. </li></ul>
    7. 7. Kenapa Buzz ? <ul><li>Perusahaan membutuhkan buzz karena pesaingnya – siang dan malam – berusaha menciptakan hal yang sama. </li></ul><ul><li>Bayangkan minggu lalu produk kita memiliki diferensiasi yang tinggi. Bulan depan – krn produk kita laku – sudah muncul produk lain yg sama persis dengan produk kita, bahkan mungkin lebih bagus kualitasnya. </li></ul><ul><li>Dalam keadaan seperti itu, buzz lah yg menjadi andalan karena buzz yang membuat produk kita tetap ada. </li></ul>
    8. 8. ‘ Marketing Public Relations’ Using PR Buzz
    9. 9. PUBLIC RELATIONS 2.0
    10. 10. Online Reputation
    11. 11. Journalists are the middlemen
    12. 12. Public Relations 2.0 eliminates the middlemen Public Relations 2.0 empowers public/community
    13. 14. How Important Is Search to Users?
    14. 15. Strategy for Online Public Relations <ul><li>Improve Your Corporate Site and Blog: </li></ul><ul><li>Informative </li></ul><ul><li>User Friendly </li></ul><ul><li>Google (Search engine) Friendly </li></ul><ul><li>Up to date </li></ul><ul><li>Prompt response </li></ul><ul><li>Buzz (Conversation) marketing </li></ul><ul><li>Info Event </li></ul><ul><li>Webtorial </li></ul>
    15. 16. Joint Social Networking , Listen & Talk to Your Customer Plurk
    16. 17. SOCIAL NETWORKINGS AND BLOGS
    17. 18. Social Networks and Blogs are on the top 10 most visited site Source : Sharpening Your virtual On line PR, Virtual consulting
    18. 19. Almost six million Indonesian account Source : Sharpening Your virtual On line PR, Virtual consulting
    19. 20. Daily Unique Visitor Facebook.com > Friendster.com since January 2009 FB user login every day? Source : Sharpening Your virtual On line PR, Virtual consulting
    20. 21. User Profile Source : Sharpening Your virtual On line PR, Virtual consulting
    21. 22. User Profile Source : Sharpening Your virtual On line PR, Virtual consulting
    22. 23. Technorati’s State of the Blogosphere 2008 report Source : Sharpening Your virtual On line PR, Virtual consulting
    23. 24. Technorati’s State of the Blogosphere 2008 report Source : Sharpening Your virtual On line PR, Virtual consulting
    24. 25. Technorati’s State of the Blogosphere 2008 report Source : Sharpening Your virtual On line PR, Virtual consulting
    25. 26. Contoh Program Public Relations <ul><li>Indosat Wireless Innovation Contest (PT Indosat, Tbk.) </li></ul><ul><li>Stop Violence in the Home (The Body Shop) </li></ul><ul><li>Hari Cuci Tangan Pakai Sabun Sedunia (Lifebuoy-Unilever) </li></ul><ul><li>“ KOBAMA” (Komunitas Bango Mania) </li></ul>
    26. 27. Contoh Program Public Relations
    27. 28. ??????????????
    28. 29. Terima kasih................

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