komunikasi pemasaran terpadu - pr 2.0
TRANSCRIPT
![Page 1: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/1.jpg)
Public Relations 2.0
Integrated Marketing CommunicationsMarcomm, Fikom, UMB, 2009
Judhie Setiawan
![Page 2: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/2.jpg)
AdvertisingAdvertising
Personal SellingPersonal Selling
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
Sales Promotion
Short-term Incentives to Encourage Trial or Purchase.
Public Relations
Direct MarketingDirect Communications With Individuals to Obtain an Immediate Response.
Protect and/or Promote Company’s Image/products.
Personal Presentations.
![Page 3: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/3.jpg)
SpecialEvents
SpecialEvents
Written MaterialsWritten Materials
Corporate Identity Materials
Corporate Identity Materials
SpeechesSpeeches
NewsNews
AudiovisualMaterials
AudiovisualMaterials
Public Service
Activities
Public Service
Activities
Web SiteWeb Site
Major Public Relations Tools
![Page 4: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/4.jpg)
Buzz Public Relations Through Online Social Media
• 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.
• Di sisi lain, peran PR semakin complicated karena media sosial memungkinkan tumbuh suburnya black campaign.
![Page 5: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/5.jpg)
Buzz ?
• Adalah sesuatu yg bisa mempengaruhi apa yg kita pikirkan tentang sesuatu, kita bicarakan, kita baca, dsb.
• Buzz adalah sesuatu/hal yg menjadi perhatian dan perbincangan publik.
• Dalam era media-centric modern, buzz bisa disejajarkan dengan publisitas.
![Page 6: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/6.jpg)
Buzz Public Relations
• Buzz kini semakin penting bagi perusahaan.
• Tugas PR adalah menciptakan buzz positif. Namun demikian, bila muncul buzz negatif hal itu bukanlah karena kegagalan PR, melainkan kegagalan etika perusahaan.
• Buzz PR; pengelolaan komunikasi untuk menciptakan opini publik ke arah seperti yg diinginkan oleh organisasi atau individu.
![Page 7: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/7.jpg)
Kenapa Buzz?
• Perusahaan membutuhkan buzz karena pesaingnya – siang dan malam – berusaha menciptakan hal yang sama.
• 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.
• Dalam keadaan seperti itu, buzz lah yg menjadi andalan karena buzz yang membuat produk kita tetap ada.
![Page 8: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/8.jpg)
‘Marketing Public Relations’Using PR Buzz
![Page 9: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/9.jpg)
PUBLIC RELATIONS 2.0
![Page 10: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/10.jpg)
Online Reputation
![Page 11: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/11.jpg)
Journalists are the middlemen
![Page 12: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/12.jpg)
Public Relations 2.0eliminates
the middlemen
Public Relations 2.0eliminates
the middlemen
Public Relations 2.0empowers
public/community
Public Relations 2.0empowers
public/community
![Page 13: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/13.jpg)
![Page 14: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/14.jpg)
How Important Is Search to Users?
![Page 15: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/15.jpg)
Strategy for Online Public RelationsImprove Your Corporate Site and Blog:• Informative• User Friendly• Google (Search engine) Friendly• Up to date• Prompt response• Buzz (Conversation) marketing• Info Event• Webtorial
![Page 16: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/16.jpg)
Joint Social Networking,Listen & Talk to Your Customer
Plurk
![Page 17: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/17.jpg)
SOCIAL NETWORKINGS AND BLOGS
![Page 18: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/18.jpg)
Social Networks and Blogs are on the top 10 most
visited site
Source : Sharpening Your virtual On line PR, Virtual consulting
![Page 19: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/19.jpg)
Almost six million Indonesian
account
Source : Sharpening Your virtual On line PR, Virtual consulting
![Page 20: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/20.jpg)
Daily Unique Visitor Facebook.com > Friendster.com
since January 2009
FB user login every day?
Source : Sharpening Your virtual On line PR, Virtual consulting
![Page 21: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/21.jpg)
User Profile
Source : Sharpening Your virtual On line PR, Virtual consulting
![Page 22: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/22.jpg)
User Profile
Source : Sharpening Your virtual On line PR, Virtual consulting
![Page 23: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/23.jpg)
Technorati’s State of the Blogosphere 2008 reportTechnorati’s State of the Blogosphere 2008 report
Source : Sharpening Your virtual On line PR, Virtual consulting
![Page 24: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/24.jpg)
Technorati’s State of the Blogosphere 2008 reportTechnorati’s State of the Blogosphere 2008 report
Source : Sharpening Your virtual On line PR, Virtual consulting
![Page 25: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/25.jpg)
Technorati’s State of the Blogosphere 2008 reportTechnorati’s State of the Blogosphere 2008 report
Source : Sharpening Your virtual On line PR, Virtual consulting
![Page 26: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/26.jpg)
Contoh Program Public Relations
• Indosat Wireless Innovation Contest (PT Indosat, Tbk.)
• Stop Violence in the Home (The Body Shop)
• Hari Cuci Tangan Pakai Sabun Sedunia (Lifebuoy-Unilever)
• “KOBAMA” (Komunitas Bango Mania)
![Page 27: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/27.jpg)
Contoh Program Public Relations
![Page 28: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/28.jpg)
??????????????
![Page 29: Komunikasi Pemasaran Terpadu - PR 2.0](https://reader035.vdocuments.net/reader035/viewer/2022062707/5581c2cad8b42a1d1a8b5515/html5/thumbnails/29.jpg)
Terima kasih................