Post on 05-Jan-2016
Peter Reader, Director of Marketing and Communications
University of Bath
Marketing Man takes his tie off: Customers, Communities and
Communication
Customers, Communities and Communication
What are we trying to address?
What do our customers actually want?
What are the problems and tensions?
What options are available?
So how can we meet this challenge?
Questions and answers, maybe
Customers, Communities and Communication
Marketing is human activity directed at
satisfying needs and wants through the
exchange process’
Kotler
Customers, Communities and Communication
Public relations is the planned and
sustained development of mutual
understanding between an organisation
and its publics.
Institute of Public Relations
Customers, Communities and Communication
What are we trying to address?
Positioning of universities
Developing our markets
Communicating our messages
Providing market intelligence
and much more…..
Customers, Communities and Communication
Who are our customers ?
Students
Prospective students
Staff
Government and funding bodies
and a million other stakeholders…...
Customers, Communities and Communication
What are the problems and tensions?
So whose web is it?
Who agrees priorities?
Which audience takes priority?
How do we measure success?
and what about social media…..
Customers, Communities and Communication
Most academics use language for which they should be hanged.
But journalists have to use cheap, crass, simple language of the people.’
Tim Radford, former Science Editor,
The Guardian
Customers, Communities and Communication
What are the options and challenges?
Word of mouth is still the holy grail
Rapid growth of social media
User generated content and citizen journalism
Huge challenges to institutional risk
and what is coming next……
Customers, Communities and Communication
Comment is free, but facts are sacred.
C.P.Scott
Peter Reader, Director of Marketing and Communications
University of Bath
Marketing Man takes his tie off: Customers, Communities and
Communication