The Future of PR & Communications
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21-Oct-2014 -
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Transcript of The Future of PR & Communications
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Andrew PickupHead of Corporate CommunicationsMicrosoft Asia
What’s Next: Communications For The Next Digital Decade
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“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
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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
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#1: Be Agile, Nimble, 24 x 7, Global
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#2: Embrace Your Community
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Office 365 Your Office/Your Terms
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#3: Be Authentic & Transparent
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#4: Integrate Across Media
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#5: Build Your Own Media Platforms
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Steve ClaytonChief Storyteller, Microsoft Corporation
Next At Microsoft: http://blogs.technet.com/b/next/
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#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
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APAC Area Headquarters: Marketing & Operations
Andrew PickupSenior DirectorCorporate CommunicationsMicrosoft Asia Pacific +65 91709305 [email protected] andrewpickup
Thank You