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Презентация на тему Marketing for project managers
Содержание
- 2. Mission – Why Are We Doing This?The
- 3. What do you think marketing is?
- 4. 1. What is Marketing ?Exchange of Value“The
- 5. The Marketing MixProductPricePlace Promotion
- 6. The Marketing MixIn addition to the famous
- 7. 1. Product A good, service, idea,
- 8. PlaceHow is our service delivered? How does our client get it?
- 9. PriceWhat does our service cost? Remember that even FREE is a price.
- 10. Promotion -- CommunicationThe process of conveying a
- 11. Key marketing questionsWhy are we in
- 12. Marketing Environment The sum of all
- 13. MACRO -
- 14. Mission Driven EnterprisesDo you think that mission
- 15. Traditional marketing ModelThe Market dictates what product to makeMission: public satisfactionGoal: financial success
- 16. Mission Driven Organization Marketing ModelThe product
- 17. Purchase evaluationwe use our common sensePurchase decisionAlternative evaluationInformation searchProblem recognition Consumer Decision Making and UsR
- 18. Promotion – Communicating our Message to our Clients
- 19. IndifferenceAttention Interest DesireTrialAdoption
- 20. 2.Promotional toolsSponsorshipsPublic relationsSales promotionDirect / E-marketingAdvertisingPersonal selling
- 21. Effective MessageReachtheconsumerCreativeMemorableUnderstandable
- 22. Frequency Reach
- 23. Social Media and Marketing CommunicationSocial media
- 24. Web 2.OWeb 2.0 is a loosely defined intersection
- 25. What Are Social Networks?Users create public profiles
- 26. Benefits to your OrganizationPublic RelationsCustomer ServicesLoyalty BuildingCollaborationNetworkingSearch Engine OptimizationRaise Funds
- 27. Some differences in tacticsWeb 1.0Brand in
- 29. Some Demographic Information Source: http://www.checkfacebook.com/As of 2/17/12,
- 31. YouTube has over 2 Billion views per
- 32. Twitter
- 35. Linked In http://www.slideshare.net/amover/linkedin-demographics-statistics-jan-2012147 Million users57.9% Male and
- 36. Statistics and Facts75% of Americans use social
- 37. Work Smarter – Use ToolsYou can update
- 38. Remember To…Listen & EngageIt’s a dialogue, not
- 39. Is Social Media Right for You?Which social
- 40. Keys to successKeep your site currentChange content
- 41. Скачать презентацию
- 42. Похожие презентации
Mission – Why Are We Doing This?The “raison d’être” of any organization. A mission statement should succinctly define the organization’s purpose, products, values, targets and geographic scope.
Слайд 2
Mission – Why Are We Doing This?
The “raison
d’être” of any organization.
define the organization’s purpose, products, values, targets and geographic scope.
Слайд 4
1. What is Marketing ?
Exchange of Value
“The process
of planning and executing
the conception, Pricing, Promotion and
Distribution of
Ideas, Goods, or Servicesto Create exchanges that satisfy
individual and organizational goals”
(American marketing Association)
Слайд 6
The Marketing Mix
In addition to the famous 4P's,
some say we need to add
People and
Time and
Specificity
of the Company
Слайд 7
1. Product
A good, service, idea, person,
event, place, or organization that can be offered to
satisfy consumers in exchange of money or some other unit of value.
Слайд 10
Promotion -- Communication
The process of conveying a message
to others in order to:
Inform: Consumers can store for
later usePersuade: Change attitudes
Remind: Keep the “product” in the consumer's mind
Reinforce: Encourage repeated use
Слайд 11
Key marketing questions
Why are we in business?
Where are
we today?
Where do we want to be?
How do
we plan to get there? Mission
Analysis
Vision
Strategy
Слайд 12 Marketing Environment The sum of all factors that
affect our organization
Customers
Scanning the environment : Collecting and Analyzing
relevant Marketing Information
Слайд 14
Mission Driven Enterprises
Do you think that mission driven
enterprises are different form consumer goods companies?
Why or why
not?
Слайд 15
Traditional marketing Model
The Market dictates what product to
make
Mission: public satisfaction
Goal: financial success
Слайд 16
Mission Driven Organization Marketing Model
The product leads
to the public, not the reverse
Goal: mission not money
Слайд 17
Purchase evaluation
we use our common sense
Purchase decision
Alternative evaluation
Information
search
Problem recognition
Consumer Decision Making and Us
R
Слайд 20
2.Promotional tools
Sponsorships
Public relations
Sales promotion
Direct / E-marketing
Advertising
Personal selling
Слайд 23
Social Media and
Marketing Communication
Social media is an
umbrella term that defines the various activities that integrate
technology, social interaction, and the construction of words, pictures, videos, and audio.
Слайд 24
Web 2.O
Web 2.0 is a loosely defined intersection of
web application features that facilitate participatory information sharing, interoperability, user-centered
design, and collaboration on the World Wide Web.
Слайд 25
What Are Social Networks?
Users create public profiles
Discover
others with similar interests or backgrounds
Create an online network
of “friends” or colleagues
Слайд 26
Benefits to your Organization
Public Relations
Customer Services
Loyalty Building
Collaboration
Networking
Search Engine
Optimization
Raise Funds
Слайд 27
Some differences in tactics
Web 1.0
Brand in control
One
way / Delivering a message
Repeating the message
Focused on the
brandEducating
Organization Creates Content
Web 2.0
Audience in control
Two way / Being a part of a conversation
Adapting the message/ beta
Focused on the audience / Adding value
Influencing, involving
User created content / Co-creation
Source: Slide 10 from "What's Next In Media?" by Neil Perkin
Obtained from Leveraging Social Media for Fundraising Success by Michael Ames
http://www.slideshare.net/mikeyames/leveraging-social-media-for-fundraising-success
Слайд 29
Some Demographic Information
Source: http://www.checkfacebook.com/
As of 2/17/12, Facebook has
812,135,620 users world wide. The United States has
almost 66% or users.Among US users:
18-24 24.3%
25-34 23.6%
35-44 16.7%
45-54 12.9%
55-64 8.1%
65+ 5.0%
Females are 54.9 % Males are 45.1%
Слайд 31
YouTube has over 2 Billion views per day
In
any 60-day period, more video is created and posted
than network television created and broadcast in 60 years.Слайд 33
Who Uses Twitter
Source: http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/
Less than 10%
of the US population is using Twitter.It is growing very rapidly
Almost no one reads Tweets more than 6 hours old
45.4% Female 54.6 % Male
18-29 41.5%
30-49 42.3%
50-64 13.7%
65+ 2.6%
Слайд 35
Linked In
http://www.slideshare.net/amover/linkedin-demographics-statistics-jan-2012
147 Million users
57.9% Male and 42.1% Female
fastest
growing group is 18-24 – 25.8%
25-34 – 33.3%
35-54 –
33.4%54+ 6.6%
Almost 13% of users are from non-profit, arts, media, and service sectors.
Almost 70% of users are senior management, directors, etc.
Слайд 36
Statistics and Facts
75% of Americans use social media
33%
of adults online post to social media sites at
least once a week66% of all internet users in the world visit social networks
Using social media is done more often than reading email
It is growing 3 times faster than the internet
93% of social media users believe an organization should have a presence in social media
Sources Forrester, Wecando.biz
Слайд 37
Work Smarter – Use Tools
You can update multiple
accounts at the same time
Desktop – TweetDeck, Seesmic
Monitor what
people are saying about youSocialOomph, Twendz, Google Alerts
No staff? Want outside help?Use a company like GiveZooks.com (not an endorsement!)
Слайд 38
Remember To…
Listen & Engage
It’s a dialogue, not a
monologue
85% of social media users believe that a company
should also interact with its customersBe Active
Update your information regularly
Measure
Audience
How does it fit into your offline goals?
Слайд 39
Is Social Media Right for You?
Which social media
tools will allow you to reach your desired audience?
How
will you incorporate it into your current online and offline efforts?What resources can you put into it?
Who will do the work?
Does your agency should have a Social Media policy?
It’s okay to say it isn’t right for you. But think carefully!
Слайд 40
Keys to success
Keep your site current
Change content continuously
Twitter
and blog posts
Status updates
Pictures & videos
Be interactive and responsive
Don’t
make fundraising the primary focusInform
Engage
Inspire
Focus on issues, not only on your organization
