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<ul><li>How to raise your profile and  set yourself apart from your peers </li></ul><ul><li>RIBA CPD Forum </li></ul><ul><...
<ul><li>M.D. of Yes Agency </li></ul><ul><li>Community marketing specialist </li></ul><ul><li>Wide experience in construct...
 
 
<ul><li>Lack of confidence in traditional media </li></ul><ul><li>Peer-to-peer recommendations  are increasingly important...
<ul><li>People assert their individuality more than ever </li></ul><ul><li>Trend towards individual rather than collective...
<ul><li>Information transfer faster than ever </li></ul><ul><li>Global economy means fierce competition </li></ul><ul><li>...
<ul><li>Time is precious </li></ul><ul><li>Numerous approaches from providers </li></ul><ul><li>Too many cold callers and ...
<ul><li>Communities are based on:- </li></ul><ul><li>Shared values </li></ul><ul><li>Shared professional goals </li></ul><...
New communities are being formed
What this means for you This will inspire greater confidence and trust and  result in more word-of-mouth recommendations T...
<ul><li>Communities:- </li></ul><ul><li>Share information </li></ul><ul><li>Make relevant recommendations </li></ul><ul><l...
<ul><li>Get to know your audience </li></ul><ul><li>What do they specialise in? </li></ul><ul><li>Which suppliers are they...
<ul><li>BDA Case Study </li></ul><ul><li>Architects </li></ul><ul><li>Specifiers </li></ul><ul><li>Engineers </li></ul><ul...
<ul><li>Severn Trent case study </li></ul><ul><li>Home owners </li></ul><ul><li>Online  </li></ul><ul><li>Ethnic BME, Poli...
<ul><li>What you need to do is: </li></ul><ul><li>Build relationships within your communities </li></ul><ul><li>Focus on p...
<ul><li>What you need to do is: </li></ul><ul><li>Reach people within communities they’re part of </li></ul><ul><li>Harnes...
<ul><li>What you need to do is: </li></ul><ul><li>Understand your client’s world </li></ul><ul><li>Shape your message arou...
<ul><li>What you need to do is: </li></ul><ul><li>Use word-of-mouth in a cost effective way </li></ul><ul><li>Engage more ...
What this means for you “ Marketing is moving from  making messages  to  nurturing connections ;  from delivering push to ...
What this means for you Community Consult How do I identify and tap into my communities?
What are its core principles? Identification Introduction Involvement Intimacy Integration Immersion Identification Introd...
Identify relevant groups within your  community Identify key influencers within each group Validate name  and contact IDEN...
Get an  understanding of their needs Immerse ourselves in their primary issues and  motivations Interact with the  communi...
Introduce your  product/service to them Explain how your product/service meets their need Encourage them to spread the wor...
Engage them in  paid research Involve them in the development  process Advise them of new  developments INVOLVEMENT
Develop a  personal relationship with your community Invite key people to share in the creative process Offer brand-relate...
Integrate the process into your  marketing Utilise traditional media on the  advice of the community Maximise  the impact ...
Community Consult Introduction Immersion Involvement Introduction Intimacy Integration
<ul><li>Identify communities your prospects are a part of </li></ul><ul><li>Listen to their issues </li></ul><ul><li>Intro...
<ul><li>Know your community </li></ul><ul><li>Build relationships </li></ul><ul><li>Always add value </li></ul><ul><li>Cha...
<ul><li>David Patrick 01889 564 931 </li></ul><ul><li>david.patrick@ yesagency.co.uk </li></ul>Thank you “ Client service ...
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RIBA CPD Forum on 15 March 2011 Slide 1 RIBA CPD Forum on 15 March 2011 Slide 2 RIBA CPD Forum on 15 March 2011 Slide 3 RIBA CPD Forum on 15 March 2011 Slide 4 RIBA CPD Forum on 15 March 2011 Slide 5 RIBA CPD Forum on 15 March 2011 Slide 6 RIBA CPD Forum on 15 March 2011 Slide 7 RIBA CPD Forum on 15 March 2011 Slide 8 RIBA CPD Forum on 15 March 2011 Slide 9 RIBA CPD Forum on 15 March 2011 Slide 10 RIBA CPD Forum on 15 March 2011 Slide 11 RIBA CPD Forum on 15 March 2011 Slide 12 RIBA CPD Forum on 15 March 2011 Slide 13 RIBA CPD Forum on 15 March 2011 Slide 14 RIBA CPD Forum on 15 March 2011 Slide 15 RIBA CPD Forum on 15 March 2011 Slide 16 RIBA CPD Forum on 15 March 2011 Slide 17 RIBA CPD Forum on 15 March 2011 Slide 18 RIBA CPD Forum on 15 March 2011 Slide 19 RIBA CPD Forum on 15 March 2011 Slide 20 RIBA CPD Forum on 15 March 2011 Slide 21 RIBA CPD Forum on 15 March 2011 Slide 22 RIBA CPD Forum on 15 March 2011 Slide 23 RIBA CPD Forum on 15 March 2011 Slide 24 RIBA CPD Forum on 15 March 2011 Slide 25 RIBA CPD Forum on 15 March 2011 Slide 26 RIBA CPD Forum on 15 March 2011 Slide 27 RIBA CPD Forum on 15 March 2011 Slide 28 RIBA CPD Forum on 15 March 2011 Slide 29 RIBA CPD Forum on 15 March 2011 Slide 30 RIBA CPD Forum on 15 March 2011 Slide 31 RIBA CPD Forum on 15 March 2011 Slide 32
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How to raise your profile and set yourself apart from your peers

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RIBA CPD Forum on 15 March 2011

  1. 1. <ul><li>How to raise your profile and set yourself apart from your peers </li></ul><ul><li>RIBA CPD Forum </li></ul><ul><li>David Patrick </li></ul><ul><li>Yes Agency 15 March 2011 </li></ul>
  2. 2. <ul><li>M.D. of Yes Agency </li></ul><ul><li>Community marketing specialist </li></ul><ul><li>Wide experience in construction marketing </li></ul><ul><li>Member of the DMA North Council </li></ul><ul><li>Fellow of the Institute of Direct Marketing </li></ul>My credentials
  3. 5. <ul><li>Lack of confidence in traditional media </li></ul><ul><li>Peer-to-peer recommendations are increasingly important </li></ul><ul><li>Consumers and businesses less reliant on corporate spin </li></ul><ul><li>Merging of the personal with the professional </li></ul>What’s changing? “ Customers are becoming less brand-loyal and more trusting of each other” Mary Kemp
  4. 6. <ul><li>People assert their individuality more than ever </li></ul><ul><li>Trend towards individual rather than collective responsibility </li></ul><ul><li>Proliferation of media channels </li></ul><ul><li>One size no longer fits all </li></ul><ul><li>People no longer defined by where they live </li></ul>It’s true of consumers
  5. 7. <ul><li>Information transfer faster than ever </li></ul><ul><li>Global economy means fierce competition </li></ul><ul><li>New business models and new niches appearing </li></ul><ul><li>Proliferation of media makes it harder to control your marketing messages </li></ul><ul><li>Yet it’s also easier to personalise your message </li></ul>It’s true of business
  6. 8. <ul><li>Time is precious </li></ul><ul><li>Numerous approaches from providers </li></ul><ul><li>Too many cold callers and irrelevant approaches </li></ul><ul><li>Wary of the hard sell </li></ul><ul><li>Already using a bank of trusted suppliers </li></ul>It’s true of architects and specifiers
  7. 9. <ul><li>Communities are based on:- </li></ul><ul><li>Shared values </li></ul><ul><li>Shared professional goals </li></ul><ul><li>A common interest </li></ul><ul><li>A level of trust </li></ul><ul><li>An understanding of each other </li></ul>New communities are being formed
  8. 10. New communities are being formed
  9. 11. What this means for you This will inspire greater confidence and trust and result in more word-of-mouth recommendations Tapping into these communities will help to set you apart from your peers
  10. 12. <ul><li>Communities:- </li></ul><ul><li>Share information </li></ul><ul><li>Make relevant recommendations </li></ul><ul><li>Give feedback </li></ul><ul><li>Communicate regularly </li></ul><ul><li>Work to address common issues </li></ul>So what’s the benefit to me?
  11. 13. <ul><li>Get to know your audience </li></ul><ul><li>What do they specialise in? </li></ul><ul><li>Which suppliers are they currently using? </li></ul><ul><li>Who are the key personalities? </li></ul><ul><li>Which of their ‘needs’ can you identify? </li></ul>So what’s the benefit to me?
  12. 14. <ul><li>BDA Case Study </li></ul><ul><li>Architects </li></ul><ul><li>Specifiers </li></ul><ul><li>Engineers </li></ul><ul><li>Builders / contractors </li></ul><ul><li>Landscapers </li></ul><ul><li>Property owners </li></ul><ul><li>Home owners </li></ul>What kind of communities exist?
  13. 15. <ul><li>Severn Trent case study </li></ul><ul><li>Home owners </li></ul><ul><li>Online </li></ul><ul><li>Ethnic BME, Polish </li></ul><ul><li>Professional </li></ul><ul><li>Political </li></ul><ul><li>Voluntary sector </li></ul><ul><li>Local community groups </li></ul>What kind of communities exist?
  14. 16. <ul><li>What you need to do is: </li></ul><ul><li>Build relationships within your communities </li></ul><ul><li>Focus on promoting best practice </li></ul><ul><li>Keep in mind your commercial objectives </li></ul>How does it work?
  15. 17. <ul><li>What you need to do is: </li></ul><ul><li>Reach people within communities they’re part of </li></ul><ul><li>Harness power of peer-to-peer recommendations </li></ul><ul><li>Use genuine insights to inform your communications </li></ul><ul><li>Achieve buy-in from your target audience by involving them in the process </li></ul>How does it work? “ If people are talking about you it’s going to be good” Mark Ralphs
  16. 18. <ul><li>What you need to do is: </li></ul><ul><li>Understand your client’s world </li></ul><ul><li>Shape your message around their needs </li></ul><ul><li>Demonstrate how your product/ services meets those needs </li></ul><ul><li>Always act strategically </li></ul><ul><li>Get feedback and act on it </li></ul>How does it work? “ Be quick but be smart” Amanda McDonald
  17. 19. <ul><li>What you need to do is: </li></ul><ul><li>Use word-of-mouth in a cost effective way </li></ul><ul><li>Engage more effectively with people on an individual level </li></ul><ul><li>Introduce your services to warm audiences </li></ul><ul><li>Make your marketing work harder </li></ul>How does it work?
  18. 20. What this means for you “ Marketing is moving from making messages to nurturing connections ; from delivering push to creating pull interactions ; and from orchestrating campaigns to facilitating conversations ” Peter Kim
  19. 21. What this means for you Community Consult How do I identify and tap into my communities?
  20. 22. What are its core principles? Identification Introduction Involvement Intimacy Integration Immersion Identification Introduction Involvement Intimacy Integration Immersion
  21. 23. Identify relevant groups within your community Identify key influencers within each group Validate name and contact IDENTIFICATION
  22. 24. Get an understanding of their needs Immerse ourselves in their primary issues and motivations Interact with the community through their lead channel IMMERSION
  23. 25. Introduce your product/service to them Explain how your product/service meets their need Encourage them to spread the word within their community INTRODUCTION
  24. 26. Engage them in paid research Involve them in the development process Advise them of new developments INVOLVEMENT
  25. 27. Develop a personal relationship with your community Invite key people to share in the creative process Offer brand-related benefits and offers to them INTIMACY
  26. 28. Integrate the process into your marketing Utilise traditional media on the advice of the community Maximise the impact of traditional media channels through advocacy INTEGRATION
  27. 29. Community Consult Introduction Immersion Involvement Introduction Intimacy Integration
  28. 30. <ul><li>Identify communities your prospects are a part of </li></ul><ul><li>Listen to their issues </li></ul><ul><li>Introduce your product/service – do they meet their needs? </li></ul><ul><li>Involve them – get feedback </li></ul><ul><li>Get intimate – build the relationship </li></ul><ul><li>Integrate what you’ve learned with other clients </li></ul>Top Tips
  29. 31. <ul><li>Know your community </li></ul><ul><li>Build relationships </li></ul><ul><li>Always add value </li></ul><ul><li>Champion best practice </li></ul><ul><li>Work your networks </li></ul><ul><li>… and engage with them </li></ul>Summary “ Be patient, keep educating, be respectful” Kevin Singh
  30. 32. <ul><li>David Patrick 01889 564 931 </li></ul><ul><li>david.patrick@ yesagency.co.uk </li></ul>Thank you “ Client service and day-to-day support is what sets Yes Agency apart” Ibstock

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