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Nancy Shapira-Aronovic Manager Gelbart Kahana Global Marketing September 2009 The New Rules of Marketing and PR  for High Tech Companies
Who are We? ,[object Object],[object Object],[object Object]
Nancy Shapira-Aronovic ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Goals for this Lecture ,[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Perception Rules Marketing  ,[object Object],[object Object],[object Object],[object Object]
The Rules of Marketing and PR are Changing ,[object Object],[object Object],[object Object]
Tools for the New Marketing and PR for Hi Tech companies ,[object Object],[object Object],[object Object],[object Object]
What is Public Relations? ,[object Object],[object Object]
Different Types of PR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],The Differences between  PR 1.0 and PR 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PR is a Marketing Tool
What are the goals for PR 2.0? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PR 2.0: The Audience ,[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ye Olde PR Rules
New Rules of PR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Interactive/Online/Web PR/PR 2.0 ,[object Object]
PR 2.0 ,[object Object],[object Object]
Key Elements of PR 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media Landscape
Social Media Marketing Madness
Growth of Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object]
2 Much Social Networking?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Newswire Agencies Using New Tools
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Global PR/SM Case Studies
Case Study: Dell on Twitter ,[object Object],[object Object]
Moving to PR 2.0 ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PR Resources
[object Object],[object Object],[object Object],[object Object],[object Object],PR Resources
What is Analyst Relations (AR)? ,[object Object]
Definition of AR ,[object Object],[object Object]
What is the difference between Analayst Relations and Public Relations? ,[object Object],[object Object],[object Object],[object Object]
What are AR’s goals? ,[object Object],[object Object],[object Object],[object Object]
AR as a Marketing/Positioning Tool ,[object Object],[object Object],[object Object],[object Object]
Global Analyst Groups-over 400 A M R
How an Analyst Sees Your World Barriers to Entry Bargaining Power of Suppliers Bargaining Power of Customers Competitors/ Main players Substitutes Based on Five Forces model  Porter, Michael  Competitive Strategy , HBS 1980 (you are here)
What does the Analyst WANT to know?  Support, R&D plans Your customers Your strategic intent Case studies  Your company’s regional presence Your company’s perception of the industry New alliances Major changes in your company’s structure Your view on the market Products in development Sales figures, shipments, changes
What does the Analyst know?  Who’s buying, where, and why Advice on possible partners/alliances Possible new competitors Your customer – often better than you Competitor’s weak points Numbers, people, names, connections Your company’s perception in the industry Competitors’  sales, plans And more likely than not - more than you think.  Requests Possibly – lots about their last assigned field, new to your industry.
Insight: Analysts Show you Where the Market is Moving
Influence: How the Analysts Influence Deals  Assessment Selection © Copyright The Knowledge Capital Group Inc., 2008
Exposure: AR Case Studies
The Value Equation for Working With Analysts Insight + Exposure + Influence = Value
AR Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is Influencer Marketing? ,[object Object]
Who are the Influencers? ,[object Object]
Influencer Relations ,[object Object]
Why Work With The Influencers?
Influencer Marketing Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The New Rules of Marketing and PR for HiTech ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mission Accomplished? ,[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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The New Rules Of Marketing And Pr For Hi Tech Companies Sept 2009

  • 1. Nancy Shapira-Aronovic Manager Gelbart Kahana Global Marketing September 2009 The New Rules of Marketing and PR for High Tech Companies
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
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  • 11.
  • 12. PR is a Marketing Tool
  • 13.
  • 14.
  • 15.
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  • 17.
  • 18.
  • 19.
  • 22.
  • 23. 2 Much Social Networking?
  • 24.
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  • 27.
  • 28.
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  • 30.
  • 31.
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  • 34.
  • 36. How an Analyst Sees Your World Barriers to Entry Bargaining Power of Suppliers Bargaining Power of Customers Competitors/ Main players Substitutes Based on Five Forces model Porter, Michael Competitive Strategy , HBS 1980 (you are here)
  • 37. What does the Analyst WANT to know? Support, R&D plans Your customers Your strategic intent Case studies Your company’s regional presence Your company’s perception of the industry New alliances Major changes in your company’s structure Your view on the market Products in development Sales figures, shipments, changes
  • 38. What does the Analyst know? Who’s buying, where, and why Advice on possible partners/alliances Possible new competitors Your customer – often better than you Competitor’s weak points Numbers, people, names, connections Your company’s perception in the industry Competitors’ sales, plans And more likely than not - more than you think. Requests Possibly – lots about their last assigned field, new to your industry.
  • 39. Insight: Analysts Show you Where the Market is Moving
  • 40. Influence: How the Analysts Influence Deals Assessment Selection © Copyright The Knowledge Capital Group Inc., 2008
  • 41. Exposure: AR Case Studies
  • 42. The Value Equation for Working With Analysts Insight + Exposure + Influence = Value
  • 43.
  • 44.
  • 45.
  • 46.
  • 47. Why Work With The Influencers?
  • 48.
  • 49.
  • 50.
  • 51.

Hinweis der Redaktion

  1. How many of you do PR for your companies?
  2. Marketing is not science
  3. Social networks influencing the marketing model which is evolving
  4. Game Changing
  5. Quality to Quantify Buyer Persona PR for your website
  6. Not have a Blog Not have Twitter
  7. How many of you blog? How many are on Facebook? How many use Linkedin? How many use Twitter?
  8. Some people do overdo this
  9. Go to Dell Outlet on Twitter to see how many now