Download - Komunikasi Pemasaran Terpadu - PR 2.0
Public Relations 2.0
Integrated Marketing CommunicationsMarcomm, Fikom, UMB, 2009
Judhie Setiawan
AdvertisingAdvertising
Personal SellingPersonal Selling
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
Sales Promotion
Short-term Incentives to Encourage Trial or Purchase.
Public Relations
Direct MarketingDirect Communications With Individuals to Obtain an Immediate Response.
Protect and/or Promote Company’s Image/products.
Personal Presentations.
SpecialEvents
SpecialEvents
Written MaterialsWritten Materials
Corporate Identity Materials
Corporate Identity Materials
SpeechesSpeeches
NewsNews
AudiovisualMaterials
AudiovisualMaterials
Public Service
Activities
Public Service
Activities
Web SiteWeb Site
Major Public Relations Tools
Buzz Public Relations Through Online Social Media
• Tugas PR menciptakan buzz positif di satu sisi semakin mudah dengan munculnya media sosial seperti Facebook, Youtube dan Twitter yang dipicu perkembangan internet, telepon seluler, blackberry dan Iphone.
• Di sisi lain, peran PR semakin complicated karena media sosial memungkinkan tumbuh suburnya black campaign.
Buzz ?
• Adalah sesuatu yg bisa mempengaruhi apa yg kita pikirkan tentang sesuatu, kita bicarakan, kita baca, dsb.
• Buzz adalah sesuatu/hal yg menjadi perhatian dan perbincangan publik.
• Dalam era media-centric modern, buzz bisa disejajarkan dengan publisitas.
Buzz Public Relations
• Buzz kini semakin penting bagi perusahaan.
• Tugas PR adalah menciptakan buzz positif. Namun demikian, bila muncul buzz negatif hal itu bukanlah karena kegagalan PR, melainkan kegagalan etika perusahaan.
• Buzz PR; pengelolaan komunikasi untuk menciptakan opini publik ke arah seperti yg diinginkan oleh organisasi atau individu.
Kenapa Buzz?
• Perusahaan membutuhkan buzz karena pesaingnya – siang dan malam – berusaha menciptakan hal yang sama.
• Bayangkan minggu lalu produk kita memiliki diferensiasi yang tinggi. Bulan depan – krn produk kita laku – sudah muncul produk lain yg sama persis dengan produk kita, bahkan mungkin lebih bagus kualitasnya.
• Dalam keadaan seperti itu, buzz lah yg menjadi andalan karena buzz yang membuat produk kita tetap ada.
‘Marketing Public Relations’Using PR Buzz
PUBLIC RELATIONS 2.0
Online Reputation
Journalists are the middlemen
Public Relations 2.0eliminates
the middlemen
Public Relations 2.0eliminates
the middlemen
Public Relations 2.0empowers
public/community
Public Relations 2.0empowers
public/community
How Important Is Search to Users?
Strategy for Online Public RelationsImprove Your Corporate Site and Blog:• Informative• User Friendly• Google (Search engine) Friendly• Up to date• Prompt response• Buzz (Conversation) marketing• Info Event• Webtorial
Joint Social Networking,Listen & Talk to Your Customer
Plurk
SOCIAL NETWORKINGS AND BLOGS
Social Networks and Blogs are on the top 10 most
visited site
Source : Sharpening Your virtual On line PR, Virtual consulting
Almost six million Indonesian
account
Source : Sharpening Your virtual On line PR, Virtual consulting
Daily Unique Visitor Facebook.com > Friendster.com
since January 2009
FB user login every day?
Source : Sharpening Your virtual On line PR, Virtual consulting
User Profile
Source : Sharpening Your virtual On line PR, Virtual consulting
User Profile
Source : Sharpening Your virtual On line PR, Virtual consulting
Technorati’s State of the Blogosphere 2008 reportTechnorati’s State of the Blogosphere 2008 report
Source : Sharpening Your virtual On line PR, Virtual consulting
Technorati’s State of the Blogosphere 2008 reportTechnorati’s State of the Blogosphere 2008 report
Source : Sharpening Your virtual On line PR, Virtual consulting
Technorati’s State of the Blogosphere 2008 reportTechnorati’s State of the Blogosphere 2008 report
Source : Sharpening Your virtual On line PR, Virtual consulting
Contoh Program Public Relations
• Indosat Wireless Innovation Contest (PT Indosat, Tbk.)
• Stop Violence in the Home (The Body Shop)
• Hari Cuci Tangan Pakai Sabun Sedunia (Lifebuoy-Unilever)
• “KOBAMA” (Komunitas Bango Mania)
Contoh Program Public Relations
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Terima kasih................