audience-led communications in a new world by cecile missildine, icco summit 2013
Post on 20-Oct-2014
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The 2013 ICCO Summit presentation outlining the latest internal programme developed by Text100, and presented by their regional Director (EMEA) Cecile Missildine on 10th October 2013 as part of the "Innovation in PR" blockTRANSCRIPT
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AUDIENCE-LED COMMUNICATIONSIN A NEW WORLD
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70%
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NOTHING WILL EVER BE THE SAME
YET BRANDS STILL RELY ON THE SAME MARKETING FUNNEL
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SHIFTS IN TECHNOLOGY, BUSINESS, AND SOCIETY
… AND BASIC HUMAN BEHAVIORS TURBO-CHARGED
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All CREATING A VERY DIFFERENT DECISON MAKING JOURNEY
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PURCHASE
ELECT
RECRUIT
RETAIN
RESOLVE
CREATE
SELECT
ACTION
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CHANGED MODEL AND SERVICE OFFERINGS TO INFORM AND INFLUENCE ALONG THE
ENTIRE DECISION PATH. .
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OWNED
PAID
EARNED
SOCIAL
Brand presence on non-social media channels
(largely news) gained through editorial influence
other than advertising
Media, content, assets and community platforms
partially or wholly owned and controlled by the brand
Brand presence on established social media channels gained through editorial influence other than advertising
Use of paid advertising channels to deliver a brand’s message and / or drive traffic to owned or controlled properties
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CONTENT IS DRIVING DECISIONS AT EVERY STEP IN THE ACTION CYCLE
SOCIALEARNED OWNED
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2
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How will our proposed programs help raise awareness?
How will our proposed programs help change a perception?
How will our proposed help create an action?
How will our proposed programs help create advocates?
PAID
PURCHASE
ELECT
RECRUIT
RETAIN
RESOLVE
CREATE
SELECT
ACTION
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WE’RE IN THE BUSINESS OF CONNECTING PEOPLE TO BRANDS
THROUGH COMPELLING CONTENT AND ENGAGING EXPERIENCES