the future of pr & communications
Post on 21-Oct-2014
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Deck presented at PRAsia 2013 event in Singapore (Nov 2013)TRANSCRIPT
Andrew PickupHead of Corporate CommunicationsMicrosoft Asia
What’s Next: Communications For The Next Digital Decade
“Technology is shifting power away from the editors, the
publishers, the establishment, the media elite. Now it’s the people
who are taking control”
Rupert Murdoch
Transactional Marketing
RelationshipMarketing
Collaborative Marketing
View of value
Value is associated with a company’s offering. Maximize value in exchanges
Value is associated with customer relationships. Maximize lifetime value of relationships
Value is associated with experiences. Maximize value of co-created experiences
View of market
Place where value is exchanged between customers and the firm. Market is separate from the value creation process
Market as a forum where value is co-created through interaction and dialogue
Role of customerPassive buyers to be targeted with offerings
Portfolio of relationships to be cultivated
Prosumers – active participants in value co-creation
Role of firmDefine and create value for consumers
Attract, develop, and retain profitable customers
Engage customers in defining and co-creating unique value
Nature of Customer Interaction
Survey customers to elicit needs and solicit feedback
Observe customers and learn adaptively about customers
Active dialogue with customers and communities
Source: Mohan Sawhney, Kellogg School of Management
Collaboration is the new Marketing Model
#1: Be Agile, Nimble, 24 x 7, Global
#2: Embrace Your Community
Office 365 Your Office/Your Terms
#3: Be Authentic & Transparent
#4: Integrate Across Media
#5: Build Your Own Media Platforms
Steve ClaytonChief Storyteller, Microsoft Corporation
Next At Microsoft: http://blogs.technet.com/b/next/
#1: Be Agile, Nimble, 24 x 7, Global#2: Embrace Your
Community#3: Be Authentic & Transparent#4: Integrate Across
Media#5: Build Your Own Media Platforms
PR Capabilities for the Next Decade
APAC Area Headquarters: Marketing & Operations
Andrew PickupSenior DirectorCorporate CommunicationsMicrosoft Asia Pacific +65 91709305 [email protected] andrewpickup
Thank You