The Future of PR & Communications

Andrew PickupHead of Corporate CommunicationsMicrosoft Asia

What’s Next: Communications For The Next Digital Decade

“Technology is shifting power away from the editors, the

publishers, the establishment, the media elite. Now it’s the people

who are taking control”

Rupert Murdoch

Transactional Marketing

RelationshipMarketing

Collaborative Marketing

View of value

Value is associated with a company’s offering. Maximize value in exchanges

Value is associated with customer relationships. Maximize lifetime value of relationships

Value is associated with experiences. Maximize value of co-created experiences

View of market

Place where value is exchanged between customers and the firm. Market is separate from the value creation process

Market as a forum where value is co-created through interaction and dialogue

Role of customerPassive buyers to be targeted with offerings

Portfolio of relationships to be cultivated

Prosumers – active participants in value co-creation

Role of firmDefine and create value for consumers

Attract, develop, and retain profitable customers

Engage customers in defining and co-creating unique value

Nature of Customer Interaction

Survey customers to elicit needs and solicit feedback

Observe customers and learn adaptively about customers

Active dialogue with customers and communities

Source: Mohan Sawhney, Kellogg School of Management

Collaboration is the new Marketing Model

#1: Be Agile, Nimble, 24 x 7, Global

#2: Embrace Your Community

Office 365 Your Office/Your Terms

#3: Be Authentic & Transparent

#4: Integrate Across Media

#5: Build Your Own Media Platforms

Steve ClaytonChief Storyteller, Microsoft Corporation

Next At Microsoft: http://blogs.technet.com/b/next/

#1: Be Agile, Nimble, 24 x 7, Global#2: Embrace Your

Community#3: Be Authentic & Transparent#4: Integrate Across

Media#5: Build Your Own Media Platforms

PR Capabilities for the Next Decade

APAC Area Headquarters: Marketing & Operations

Andrew PickupSenior DirectorCorporate CommunicationsMicrosoft Asia Pacific +65 91709305 andrewpi@microsoft.com andrewpickup

Thank You