13. To en•gage
A formal agreement to get married
Source: Oxford American Dictionaries
14. To en•gage
A formal agreement to get married
An arrangement to do something or go somewhere
Source: Oxford American Dictionaries
15. To en•gage
A formal agreement to get married
An arrangement to do something or go somewhere
A fight or battle between armed forces
Source: Oxford American Dictionaries
16. To en•gage
A formal agreement to get married
An arrangement to do something or go somewhere
A fight or battle between armed forces
Occupy, attract, involve or participate
Source: Oxford American Dictionaries
17. To en•gage
A formal agreement to get married
An arrangement to do something or go somewhere
A fight or battle between armed forces
Occupy, attract, involve or participate
Source: Oxford American Dictionaries
24. Engagement - A two-stage process
Source: World Advertising Research Centre
25. Engagement - A two-stage process
Consumers sees
communication
Source: World Advertising Research Centre
26. Engagement - A two-stage process
Consumers sees
communication
Engagement
Barrier
Source: World Advertising Research Centre
27. Engagement - A two-stage process
Consumers sees
Striking a chord
communication
Engagement
Barrier
Source: World Advertising Research Centre
28. Engagement - A two-stage process
Stage 1
Making a connection
Consumers sees
Striking a chord
communication
Engagement
Barrier
Source: World Advertising Research Centre
29. Engagement - A two-stage process
Stage 1
Making a connection
Consumers sees
Striking a chord
communication
Engagement
Barrier
Source: World Advertising Research Centre
30. Engagement - A two-stage process
Stage 1
Making a connection
Consumers sees Consumers want to
Striking a chord
communication interact
Engagement
Barrier
Source: World Advertising Research Centre
31. Engagement - A two-stage process
Stage 1 Stage 2
Making a connection Engagement
Consumers sees Consumers want to
Striking a chord
communication interact
Engagement
Barrier
Source: World Advertising Research Centre
35. Hierarchy of Communication
Vision
Identity
Belief
Capability
Behavior
Environment
Source: D Cowley - Understanding brands. APG, London
36. Hierarchy of Communication
Vision
Identity
Belief
Capability
Behavior
Environment
Source: D Cowley - Understanding brands. APG, London
37. Hierarchy of Communication
Vision
Identity
Belief
Capability
Difficult
Behavior
Environment
Source: D Cowley - Understanding brands. APG, London
38. Hierarchy of Communication
Vision
Identity Easier
Belief
Capability
Difficult
Behavior
Environment
Source: D Cowley - Understanding brands. APG, London
40. Patients online, Europe
Summary of findings
143 million look for health care info
92 million discuss online info
63 million look for pharma info
47 million discuss info with doctor
23 million actively post info
Source: European Consumers Seeking Health and Pharmaceutical Information, Manhattan Research 2007
41. Patients online, Europe
Summary of findings
143 million look for health care info tion
pu la
an po
92 million discuss online info
pepharma info
rofor
Eu
63 million look
he discuss info with doctor
o ft
6%
47 million
3 23 million actively post info
Source: European Consumers Seeking Health and Pharmaceutical Information, Manhattan Research 2007
100. Engagement on your website?
Do you have
at least three of
these on your
website?
Source: Planit
101. Engagement on your website?
Subscribe Upload
Do you have Comment View video
at least three of Blog about this Profile
these on your Share Feature
website? Send to friends Post
Download RSS
Source: Planit
112. Are you willing to start the
conversation with your customers?
(they could talk back)
113. Are you willing to start the
conversation with your customers?
(they could talk back)
If not, may be you are willing to start a
conversation with your ‘most valuable asset’:
employees...
114. Are you willing to start the
conversation with your customers?
(they could talk back)
If not, may be you are willing to start a
conversation with your ‘most valuable asset’:
employees...
(they could talk back too)
115.
116. SI NESS CASE
BU
Internal podcasting as a tool
to improve communication
119. Company
Local company top 3 veterinary pharmaceutical industry
Problem definition
Lack of effective communication tools for the
implementation of an internal strategy
120. Company
Local company top 3 veterinary pharmaceutical industry
Problem definition
Lack of effective communication tools for the
implementation of an internal strategy
Goal
Use new media tools to see if this can increase the
effectiveness of the message
121. Company
Local company top 3 veterinary pharmaceutical industry
Problem definition
Lack of effective communication tools for the
implementation of an internal strategy
Goal
Use new media tools to see if this can increase the
effectiveness of the message
Tool
Podcasting
130. How to engage?
Core Message
i.e. brand, strategy,
new product
development
131. How to engage?
Competition
Core Message
i.e. brand, strategy,
new product
development
132. How to engage?
Competition
New R&D
projects
Core Message
i.e. brand, strategy,
new product
development
133. How to engage?
Competition
New R&D
projects
Connection
Core Message local/
i.e. brand, strategy, international
new product
development
134. How to engage?
Competition
New R&D
projects
Connection
Core Message local/
i.e. brand, strategy, international
new product
development
Objective setting
135. How to engage?
Competition
New R&D
projects
Connection
Core Message local/
i.e. brand, strategy, international
new product
development
Objective setting
Sales updates
136. How to engage?
Competition
New R&D
projects
Connection
Core Message local/
i.e. brand, strategy, international
new product
development
Objective setting
Sales updates
Q&A
137. How to engage?
Competition
New R&D
Human interest projects
Connection
Core Message local/
i.e. brand, strategy, international
new product
development
Objective setting
Sales updates
Q&A
138. How to engage?
Competition
How do your
New R&D
colleagues Human interest projects
live?
Connection
Core Message local/
i.e. brand, strategy, international
new product
development
Objective setting
Sales updates
Q&A
139. How to engage?
Competition
How do your
New R&D
colleagues Human interest projects
live?
Connection
Core Message local/
Gossip, international
strange i.e. brand, strategy,
stories new product
development
Objective setting
Sales updates
Q&A
140. How to engage?
Competition
How do your
New R&D
colleagues Human interest projects
live?
Connection
Core Message local/
Gossip, international
strange i.e. brand, strategy,
stories new product
development
Objective setting
Music
Sales updates
Q&A
141. How to engage?
Competition
How do your
New R&D
colleagues Human interest projects
live?
Connection
Core Message local/
Gossip, international
strange i.e. brand, strategy,
stories new product
development
Objective setting
Music
Sales updates
Q&A
149. Format Frequency
Audio podcast Weekly
Video podcast Monthly
Special Edition video On request
150. Format Frequency
Audio podcast Weekly
Video podcast Monthly
Special Edition video On request
151. Format Frequency
Audio podcast Weekly
Video podcast Monthly
Special Edition video On request
152. Format Frequency
Audio podcast Weekly
Video podcast Monthly
Special Edition video On request
153. Format Frequency
Audio podcast Weekly
Video podcast Monthly
Special Edition video On request
Delivered on employees’ iPod at home
through a secured service
160. Other examples we’ve done or
working on
Product launches
Best (marketing, R&D,...) practices
161. Other examples we’ve done or
working on
Product launches
Best (marketing, R&D,...) practices
Training (CPD)
162. Other examples we’ve done or
working on
Product launches
Best (marketing, R&D,...) practices
Training (CPD)
Congresses/seminars
163. Other examples we’ve done or
working on
Product launches
Best (marketing, R&D,...) practices
Training (CPD)
Congresses/seminars
Company Brand Identity