The 2013 ICCO Summit presentation outlining the latest internal programme developed by Text100, and presented by their regional Director (EMEA) Cecile Missildine on 10th October 2013 as part of the "Innovation in PR" block

1. CLICK TO EDIT MASTER TITLE STYLE
AUDIENCE-LED COMMUNICATIONS
IN A NEW WORLD

5. NOTHING WILL EVER
BE THE SAME
YET BRANDS STILL RELY ON THE SAME
MARKETING FUNNEL

6. SHIFTS IN TECHNOLOGY, BUSINESS, AND
SOCIETY
… AND BASIC HUMAN BEHAVIORS TURBOCHARGED

7. All CREATING A VERY DIFFERENT DECISON
MAKING JOURNEY

8. RESOLVE
RETAIN
PURCHASE
ELECT
SELECT
RECRUIT
CREATE
ACTION

9. CHANGED MODEL AND SERVICE OFFERINGS
TO INFORM AND INFLUENCE ALONG THE
ENTIRE DECISION PATH.
.

10. Brand presence on
non-social media channels
(largely news) gained
through editorial influence
other than advertising
Brand presence on
established social media
channels gained through
editorial influence other
than advertising
EARNED
OWNED
SOCIAL
Media, content, assets and
community platforms
partially or wholly owned
and controlled by the brand
PAID
Use of paid advertising
channels to deliver a
brand’s message and / or
drive traffic to owned or
controlled properties

11. CONTENT IS DRIVING DECISIONS AT EVERY STEP IN THE ACTION CYCLE
EARNED
SOCIAL
PAID
1
How will our proposed programs help raise
awareness?
2
RESOLVE
How will our proposed programs help change a
perception?
3
How will our proposed help create an action?
4
How will our proposed programs help create
advocates?
RETAIN
PURCHASE
ELECT
OWNED
ACTION
SELECT
RECRUIT
CREATE

12. WE’RE IN THE BUSINESS OF
CONNECTING PEOPLE TO BRANDS
THROUGH COMPELLING CONTENT
AND ENGAGING EXPERIENCES