Welcome to
the 4th POMP FORUM
Primož & Igor
P & I
1.	 Professional conference
		 about Content Marketing
2.	 International event
3.	 Traditional event
4.	 Special awards ce...
What will be happening today?
5 3international
guests
slovenian
experts
1 special guest
Frank
Rose
Rainer Burkhardt
Clemen...
6 Categories
•	 The best print magazine
•	 The best internal
communications media
•	 The best annual report
•	 The best di...
Timetable
2 presentations
Frank Rose 10:00 - 10:50
Rainer Burkhardt 10:50 - 11:20
3 presentations/
workshops
Paul Kurzeja ...
Play
the content!
POMP FORUM BAND will be with us at the cocktail,
the awards ceremony and at the closing party.
We did play the content!
POMP FORUM BAND will be with us at the cocktail,
the awards ceremony and at the closing party.
We did play the content!
Content Marketing is
more and more convincing
(new) world paradigm in
companies’ communication
with clients and other
shar...
What Content
Marketing is NOT:
•	Not just a part of traditional marketing
•	Not just a story of coporate media
•	Not a buz...
What Content
Marketing IS:
Complete strategic and
practically useful answer to:
•	Problems of organisations, which wish to...
Various approaches
to understanding
Content Marketing
The stress is on:
•	Content production
(what contents is, how to pre...
The stories are
in the core of Content Marketing
Content Marketing
& storytelling
The world around us
is made of stories.
More then 60% of
communication time among
us is composed of telling
& listening to stories.
60%
Stories are a
psychological tool
which enable the
comprehension of
the world around
us and enable us
suitable reactions.
Stories are
like flight
simulators.
Be careful how you
interpret the world;
it really is like that.
(Erich Heller, britanski filozof)
If the stories are so important
part of the communication
world around us and people
create their opinions and
actions bas...
Conclusion is clear:
Organisations, companies MUST
tell stories (about themselves)!
If they don’t……
the stories about
them will be told
by others!
Each of us has an experience
what happens, when our
stories are told by others:
•	Competitors
•	Envious people
•	Ignorants...
But, here the story
about the stories
only begins ...
What is a good, interesting,
useful, attractive story?
How can we made it? How
can we transfer it to the
listener?
Where e...
Are mere data,
slogans, adds, PR
messages, numbers ….
already stories ?
Is this a story?
Discount
15%
5
important
messages
1.
Stories don’t exist
Stories need
to be created!
Story about stories
•	When does data become a
story (emotions, a hero, action,
consequences…)
•	How to find stories? Where...
2.
Storytelling is not enough
We need
storydoing.
3.
Stories should be relevant to
the listeners first.
•	Who would listen to our story and why?
•	Not what we do, but why w...
4.
Stories do not live by
themselves.
•	They become alive only within the media,
which connects the one who tells the stor...
5.
The essence of
each story is
The relationship
1.	Understanding of (basic &new) rules of
production and story distribution
2.	Understanding & managing of existing and
cr...
1.	Can we do content marketing it the same
way we’ve been doing marketing so far?
2.	What new knowledge do we need? Who ar...
CM is the fire but the
stories are the fuel
Igor Savič
Managing Director
PM, poslovni mediji
Twitter: @savicigor
igor.savic@p-m.si
Primož Inkret, MBA
Executive Direct...
Upcoming SlideShare
Loading in …5
×

[POMP 2013] Igor Savič - Dobrodošli v svetu iskrenih, prepričljivih in učinkovitih zgodb

856 views

Published on

Komuniciram, torej sem

»Strokovnjak, ki ponudi kreativen in strateški odgovor na zahtevne komunikacijske izzive. Urednik, manager, predavatelj in svetovalec, ki je zasnoval ter skreiral več kot 100 novih medijev.«

Urednik, novinar, manager, predavatelj in svetovalec, ki se zahtevnih komunikacijskih projektov loteva na podlagi strokovnih znanj in številnih izkušenj, pridobljenih preko izobraževanj v Sloveniji in tujini.

Igor Savič se z umetnostjo učinkovitega komuniciranja srečuje že vse življenje, svojo karierno pot je namreč pričel na RTV Slovenija kot novinar ter pomočnik direktorja in glavnega urednika radijskih programov, nato pa vrsto let uredniška znanja pridobival kot glavni in odgovorni urednik revije Stop in revije Glas gospodarstva. Danes je lastnik in generalni direktor komunikacijske agencije PM, poslovni mediji, ki se ukvarja s strateškim načrtovanjem komunikacijskih procesov, komunikacijskim svetovanjem in PR-om, načrtovanjem ter produkcijo sodobnih komunikacijskih orodij, novih elektronskih medijev, spletnih portalov, korporativnih revij v tiskani ali elektronski obliki, dogodkov, oglasnih kampanj, brandinga, oblikovanja celotnih grafičnih podob, designa in drugih komunikacijskih aktivnosti.

Published in: Education, Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
856
On SlideShare
0
From Embeds
0
Number of Embeds
192
Actions
Shares
0
Downloads
12
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

[POMP 2013] Igor Savič - Dobrodošli v svetu iskrenih, prepričljivih in učinkovitih zgodb

  1. 1. Welcome to the 4th POMP FORUM
  2. 2. Primož & Igor P & I
  3. 3. 1. Professional conference about Content Marketing 2. International event 3. Traditional event 4. Special awards ceremony 5. Forum – Place for discussion What is POMP FORUM?
  4. 4. What will be happening today? 5 3international guests slovenian experts 1 special guest Frank Rose Rainer Burkhardt Clemens Koob Kitty Finstad Nenad Senić Branko Čakarmiš Primož Inkret & Igor Savič Paul Kurzeja
  5. 5. 6 Categories • The best print magazine • The best internal communications media • The best annual report • The best digital media • The best application • The best social media communication 2 Special awards • Special achievements award • Content Marketing – The project of the year Committee: • Primož Inkret, PM, poslovni mediji • Tanja Kavran, Društvo za marketing Slovenije • Katja Kek, Mercator • Domen Savič, Ekipa2 • Nenad Senić, Disput (the committee president) • Janko Zrim, Tehnis • Ali Žerdin, urednik Sobotne priloge POMP Awards
  6. 6. Timetable 2 presentations Frank Rose 10:00 - 10:50 Rainer Burkhardt 10:50 - 11:20 3 presentations/ workshops Paul Kurzeja 14:10 - 15:00 Nenad Senič 15:00 - 15:30 Primož Inkret 15:30 - 16:00 Branko Čakarmiš 16:00 - 16:30 2 presentations Kitty Finstad 11:40 - 12:30 Clemens Koob 12:30 - 13:30 Break 11:20 - 11:40 CM Coctail party & Awards ceremony 16:30 - 17:15 Lunch break 13:30 - 14:10 Reception with music 17:15 - .... Exhibition of competition entries & book sale
  7. 7. Play the content!
  8. 8. POMP FORUM BAND will be with us at the cocktail, the awards ceremony and at the closing party. We did play the content!
  9. 9. POMP FORUM BAND will be with us at the cocktail, the awards ceremony and at the closing party. We did play the content!
  10. 10. Content Marketing is more and more convincing (new) world paradigm in companies’ communication with clients and other shareholders.
  11. 11. What Content Marketing is NOT: • Not just a part of traditional marketing • Not just a story of coporate media • Not a buzz word • Not….
  12. 12. What Content Marketing IS: Complete strategic and practically useful answer to: • Problems of organisations, which wish to communicate efficiently with their clients and other shareholders • Changes in communication environment • Changes in the buyers’way of thinking and acting
  13. 13. Various approaches to understanding Content Marketing The stress is on: • Content production (what contents is, how to prepare it..) • Content distribution (how to distribute contents to users…) • Content usability (what sort of content do users need..) • Creating and managing contacts (searching for leads, building relations) • Technological possibilities and opportunities (web&digital&social) • Own media production: Creating own communication infrastructure • Use of“earned”media (understanding the social and interest networks...) • CM as strategic communication approach (guiding the fundamental communication turn) • Organisational approach (Necessity of internal changes in companies ...)
  14. 14. The stories are in the core of Content Marketing Content Marketing & storytelling
  15. 15. The world around us is made of stories.
  16. 16. More then 60% of communication time among us is composed of telling & listening to stories. 60%
  17. 17. Stories are a psychological tool which enable the comprehension of the world around us and enable us suitable reactions.
  18. 18. Stories are like flight simulators.
  19. 19. Be careful how you interpret the world; it really is like that. (Erich Heller, britanski filozof)
  20. 20. If the stories are so important part of the communication world around us and people create their opinions and actions based on them... What does this mean for the organisations?
  21. 21. Conclusion is clear: Organisations, companies MUST tell stories (about themselves)!
  22. 22. If they don’t…… the stories about them will be told by others!
  23. 23. Each of us has an experience what happens, when our stories are told by others: • Competitors • Envious people • Ignorants • ….
  24. 24. But, here the story about the stories only begins ...
  25. 25. What is a good, interesting, useful, attractive story? How can we made it? How can we transfer it to the listener? Where exactly are its potential audience?....
  26. 26. Are mere data, slogans, adds, PR messages, numbers …. already stories ?
  27. 27. Is this a story? Discount 15%
  28. 28. 5 important messages
  29. 29. 1. Stories don’t exist Stories need to be created!
  30. 30. Story about stories • When does data become a story (emotions, a hero, action, consequences…) • How to find stories? Where are they? Do we have them? • Inner rules of stories? (dramaturgy) • Stories can: be told, sung, drawn, photographed, recorded…
  31. 31. 2. Storytelling is not enough We need storydoing.
  32. 32. 3. Stories should be relevant to the listeners first. • Who would listen to our story and why? • Not what we do, but why we do that! • To people, the stories which matter are the ones which consider! (The blind spot of traditional marketing - stories are just adds told in a different way.)
  33. 33. 4. Stories do not live by themselves. • They become alive only within the media, which connects the one who tells the story and the one who listens. • The key element of the story is its context.
  34. 34. 5. The essence of each story is The relationship
  35. 35. 1. Understanding of (basic &new) rules of production and story distribution 2. Understanding & managing of existing and creating (new) own media 3. Focusing on“the listener”(user, buyer, potencial buyer, partner…) 3 Q FOR SUCESS
  36. 36. 1. Can we do content marketing it the same way we’ve been doing marketing so far? 2. What new knowledge do we need? Who are those who know a lot about stories? 3. Is there a need for change of communication processes in side organisations? 3 Q FOR ORGANISATIONS
  37. 37. CM is the fire but the stories are the fuel
  38. 38. Igor Savič Managing Director PM, poslovni mediji Twitter: @savicigor igor.savic@p-m.si Primož Inkret, MBA Executive Director PM, poslovni mediji Twitter: @pinkret primoz.inkret@p-m.si

×