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Презентация на тему Marketing for project managers

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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.
Marketing for  Project Managers Mission – Why Are We Doing This?The “raison d’être” of any organization. What do you think marketing is? 1. What is Marketing ?Exchange of Value“The process of planning and executingthe The Marketing MixProductPricePlace Promotion The Marketing MixIn addition to the famous 4P's, some say we need 1. Product  A good, service, idea, person, event, place, or organization PlaceHow is our service delivered? How does our client get it? PriceWhat does our service cost? Remember that even FREE is a price. Promotion -- CommunicationThe process of conveying a message to others in order Key marketing questionsWhy are we in business?Where are we today?Where do Marketing Environment  The sum of all factors that affect our organizationCustomersScanning MACRO - Mission Driven EnterprisesDo you think that mission driven enterprises are different form Traditional marketing ModelThe Market dictates what product to makeMission: public satisfactionGoal: financial success Mission Driven Organization Marketing ModelThe product leads to the public, not Purchase evaluationwe use our common sensePurchase decisionAlternative evaluationInformation searchProblem recognition Consumer Decision Making and UsR Promotion – Communicating our  Message to our Clients IndifferenceAttention Interest DesireTrialAdoption 2.Promotional toolsSponsorshipsPublic relationsSales promotionDirect / E-marketingAdvertisingPersonal selling Effective MessageReachtheconsumerCreativeMemorableUnderstandable Frequency Reach Social Media and  Marketing CommunicationSocial media is an umbrella term that Web 2.OWeb 2.0 is a loosely defined intersection of web application features that What Are Social Networks?Users create public profiles Discover others with similar interests Benefits to your OrganizationPublic RelationsCustomer ServicesLoyalty BuildingCollaborationNetworkingSearch Engine OptimizationRaise Funds Some differences in tacticsWeb 1.0Brand in controlOne way / Delivering a Some Demographic Information Source: http://www.checkfacebook.com/As of 2/17/12, Facebook has 812,135,620 users world YouTube has over 2 Billion views per dayIn any 60-day period, more Twitter Who Linked In http://www.slideshare.net/amover/linkedin-demographics-statistics-jan-2012147 Million users57.9% Male and 42.1% Femalefastest growing group is Statistics and Facts75% of Americans use social media33% of adults online post Work Smarter – Use ToolsYou can update multiple accounts at the same Remember To…Listen & EngageIt’s a dialogue, not a monologue85% of social media Is Social Media Right for You?Which social media tools will allow you Keys to successKeep your site currentChange content continuouslyTwitter and blog postsStatus updatesPictures Conclusion…What We’ve LearnedSocial media isn’t a fadBillions of users across the globeThere
Слайды презентации

Слайд 2 Mission – Why Are We Doing This?
The “raison

Mission – Why Are We Doing This?The “raison d’être” of any

d’être” of any organization.

A mission statement should succinctly

define the organization’s purpose, products, values, targets and geographic scope.


Слайд 3 What do you think marketing is?

What do you think marketing is?

Слайд 4 1. What is Marketing ?
Exchange of Value
“The process

1. What is Marketing ?Exchange of Value“The process of planning and

of planning and executing
the conception, Pricing, Promotion and
Distribution of

Ideas, Goods, or Services
to Create exchanges that satisfy
individual and organizational goals”
(American marketing Association)

Слайд 5 The Marketing Mix
Product
Price
Place
Promotion

The Marketing MixProductPricePlace Promotion

Слайд 6 The Marketing Mix
In addition to the famous 4P's,

The Marketing MixIn addition to the famous 4P's, some say we

some say we need to add
People and
Time and
Specificity

of the Company


Слайд 7 1. Product
A good, service, idea, person,

1. Product A good, service, idea, person, event, place, or organization

event, place, or organization that can be offered to

satisfy consumers in exchange of money or some other unit of value.

Слайд 8 Place
How is our service delivered? How does our

PlaceHow is our service delivered? How does our client get it?

client get it?


Слайд 9 Price
What does our service cost? Remember that even

PriceWhat does our service cost? Remember that even FREE is a price.

FREE is a price.


Слайд 10 Promotion -- Communication
The process of conveying a message

Promotion -- CommunicationThe process of conveying a message to others in

to others in order to:
Inform: Consumers can store for

later use
Persuade: 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

Key marketing questionsWhy are we in business?Where are we today?Where

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

Marketing Environment The sum of all factors that affect our organizationCustomersScanning

affect our organization
Customers
Scanning the environment : Collecting and Analyzing

relevant Marketing Information

Слайд 13 MACRO -

MACRO -

Слайд 14 Mission Driven Enterprises
Do you think that mission driven

Mission Driven EnterprisesDo you think that mission driven enterprises are different

enterprises are different form consumer goods companies?

Why or why

not?

Слайд 15 Traditional marketing Model
The Market dictates what product to

Traditional marketing ModelThe Market dictates what product to makeMission: public satisfactionGoal: financial success

make
Mission: public satisfaction
Goal: financial success


Слайд 16 Mission Driven Organization Marketing Model
The product leads

Mission Driven Organization Marketing ModelThe product leads to the public,

to the public, not the reverse
Goal: mission not money


Слайд 17 Purchase evaluation
we use our common sense
Purchase decision
Alternative evaluation
Information

Purchase evaluationwe use our common sensePurchase decisionAlternative evaluationInformation searchProblem recognition Consumer Decision Making and UsR

search
Problem recognition
Consumer Decision Making and Us
R


Слайд 18 Promotion – Communicating our Message to our Clients

Promotion – Communicating our Message to our Clients

Слайд 19 Indifference
Attention
Interest
Desire
Trial
Adoption

IndifferenceAttention Interest DesireTrialAdoption

Слайд 20 2.Promotional tools
Sponsorships
Public relations
Sales promotion
Direct / E-marketing
Advertising
Personal selling

2.Promotional toolsSponsorshipsPublic relationsSales promotionDirect / E-marketingAdvertisingPersonal selling

Слайд 21 Effective Message
Reach
the
consumer
Creative
Memorable
Understandable

Effective MessageReachtheconsumerCreativeMemorableUnderstandable

Слайд 22
Frequency

Reach

Frequency Reach

Слайд 23 Social Media and Marketing Communication

Social media is an

Social Media and Marketing CommunicationSocial media is an umbrella term that

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 2.OWeb 2.0 is a loosely defined intersection of web application features

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

What Are Social Networks?Users create public profiles Discover others with similar

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

Benefits to your OrganizationPublic RelationsCustomer ServicesLoyalty BuildingCollaborationNetworkingSearch Engine OptimizationRaise Funds

Optimization
Raise Funds



Слайд 27 Some differences in tactics
Web 1.0

Brand in control

One

Some differences in tacticsWeb 1.0Brand in controlOne way / Delivering

way / Delivering a message

Repeating the message

Focused on the

brand

Educating

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

Some Demographic Information Source: http://www.checkfacebook.com/As of 2/17/12, Facebook has 812,135,620 users

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

YouTube has over 2 Billion views per dayIn any 60-day period,

any 60-day period, more video is created and posted

than network television created and broadcast in 60 years.



Слайд 32 Twitter

Twitter

Слайд 33

Who Uses Twitter Source: http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/Less

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

Linked In http://www.slideshare.net/amover/linkedin-demographics-statistics-jan-2012147 Million users57.9% Male and 42.1% Femalefastest growing group

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%

Statistics and Facts75% of Americans use social media33% of adults online

of adults online post to social media sites at

least once a week
66% 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

Work Smarter – Use ToolsYou can update multiple accounts at the

accounts at the same time
Desktop – TweetDeck, Seesmic

Monitor what

people are saying about you
SocialOomph, 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

Remember To…Listen & EngageIt’s a dialogue, not a monologue85% of social

monologue
85% of social media users believe that a company

should also interact with its customers

Be 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

Is Social Media Right for You?Which social media tools will allow

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

Keys to successKeep your site currentChange content continuouslyTwitter and blog postsStatus

and blog posts
Status updates
Pictures & videos
Be interactive and responsive
Don’t

make fundraising the primary focus
Inform
Engage
Inspire
Focus on issues, not only on your organization


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