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Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
ChatGPT webinar slides
ChatGPT webinar slides
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
Fleishman hillard group DII seminar (HONDA)
1.
攻めのレピュテーション・マネジメント -戦略PRで「空気」をつくる- ブルーカレント・ジャパン株式会社 代表取締役社長 本田哲也
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第二部-1 「攻めのレピュテーション・ マネージメント ~戦略PR~」 ブルーカレント・ジャパン 株式会社 代表取締役社長 本田 哲也 1
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この12年で、消費者の選択可能情報量は637倍に! 総務省「平成18年度情報流通センサス報告書」 637倍! はじめに 「情報洪水」の時代 2Copyright ©
2010 Bluecurrent Japan Inc. All Rights Reserved.
4.
量のハードル 質のハードル はじめに 「量のハードル」と「質のハードル」 3Copyright
© 2010 Bluecurrent Japan Inc. All Rights Reserved.
5.
アテンション・エコノミー限界の時代 ほうっておいても勝手に色を塗られる時代 消費者や利害関係者を動かすには 「企業のメッセージ」よりも 「世の中の空気」が重要な時代に レピュテーションの時代 4Copyright © 2010
Bluecurrent Japan Inc. All Rights Reserved.
6.
商品が売れるための 「空気」ができているか? もはや、「商品力」や「宣伝力」だけの問題ではない。 空気をつくる、という発想 5Copyright © 2010
Bluecurrent Japan Inc. All Rights Reserved.
7.
ビリーズブートキャンプ ピロリ菌とLG21ヨーグルト 空気で売れるって? 6Copyright © 2010
Bluecurrent Japan Inc. All Rights Reserved.
8.
商品を売るためにつくり出したい空気 = 「カジュアル世論」 カジュアル世論 7Copyright © 2010
Bluecurrent Japan Inc. All Rights Reserved.
9.
カジュアル世論の役割 カジュアル世論が 消費者に与えるもの 商品の戦略的ポジショニング 新たな「トレンド」への気づき そのトレンドの中心 としての商品 新たな「価値観」への気づき その価値観のシンボル としての商品 新たな「問題」への気づき
その問題の解決策 としての商品 8Copyright © 2010 Bluecurrent Japan Inc. All Rights Reserved.
10.
HOWWHAT & 戦略PR ≠ パブリシティ WHAT 商品そのものに フォーカスしないで話題を拡げる ⇒関心テーマの設定 HOW マスコミのみならず 様々な第三者メディアを活用 ⇒クチコミ/インフルエンサー 戦略PRとは・・・ 9Copyright
© 2010 Bluecurrent Japan Inc. All Rights Reserved.
11.
広告 PR 買う 広告枠を 買うか買わないか 買わない 低い
信頼性が 高いか低いか 高い しやすい コントロール しやすいかどうか しにくい 広告とPR 10Copyright © 2010 Bluecurrent Japan Inc. All Rights Reserved.
12.
「売りにつながる空気」をつくるには 「空気を読む」 という視点も必要 世の中の時流や潮流の把握 「空気」をつくるために「空気」を読む 11Copyright © 2010
Bluecurrent Japan Inc. All Rights Reserved.
13.
「関心テーマ」とは・・・ ①対象となる商品の便益や社会に貢献できるポイント ②インフルエンサーのそれぞれの立場における関心事 ③消費者の関心事とメリット 3つをつなぐ「架け橋」のようなもの。 ① 商品便益 ② インフルエンサー の関心事 関心テーマ ③ 消費者の関心事と メリット 戦略PR実施のキーポイント:「関心テーマ」 12Copyright © 2010
Bluecurrent Japan Inc. All Rights Reserved.
14.
◆おおやけ =「オトナになった日本人」を引きつける公共性 ◆ばったり =「情報洪水の中での貴重な出会い」を演出する偶然性 ◆おすみつき =「ホンモノ志向+自分だけのスタイル」を満足させる信頼性 カジュアル世論を生み出す3つの要素 13Copyright © 2010
Bluecurrent Japan Inc. All Rights Reserved.
15.
◆おおやけ(公共性)感 → マスコミ ◆ばったり(偶然性)感
→ クチコミ ◆おすみつき(信頼性)感 → インフルエンサー 3つの要素をつくるには? 14Copyright © 2010 Bluecurrent Japan Inc. All Rights Reserved.
16.
1.「関心テーマ」設定のノウハウ: いかに世の中の時流と商品を結びつけるか? 2.“巻き込む”ノウハウ: いかにメディアやインフルエンサーのパワーを味方につけるか? 3.実行プログラム策定ノウハウ: いかに「空気をつくるシナリオ」を現実のものにするか? 戦略PR実践のポイント 15Copyright © 2010
Bluecurrent Japan Inc. All Rights Reserved.
17.
・商品に寄り過ぎた戦略PRテーマを設定してしまった(話題広がらず) ・商品から離れすぎた戦略PRテーマを設定してしまった(商品に落ちず) ・マスコミ、クチコミ、インフルエンサーをコントロールしようとしてしまった ・誤ったマスコミ、クチコミ、インフルエンサーを巻き込んでしまった ・マスコミ、クチコミ、インフルエンサーへの「感謝の念」を忘れてしまった ・広告やプロモーションとの連動を、誰も考えていなかった ・戦略づくりは良かったが、実行時にセクショナリズムが邪魔をした ・中長期的な視野を忘れ、ついつい短期的な売り上げへの貢献だけを考えてしまった 戦略PRが失敗するとき 16Copyright © 2010
Bluecurrent Japan Inc. All Rights Reserved.
18.
「Attention(注目)」→「Interest(興味)」→「Desire(欲求)」→「Memory(記憶)」→「Action(行動)」 「Attention(注目)」→「Interest(興味)」→ 「Search(検索)」→「Action(行動)」→「Share(共有)」 I A I
S A S A I D M A 「Interest(興味)」 「A(認知)」の前に「I(興味)」をつくる時代 17Copyright © 2010 Bluecurrent Japan Inc. All Rights Reserved.
19.
「空気」でパワーアップする、広告というラブレター ①ラブレターを渡そうとしても 女性は興味なさそう(空気ができる前の広告) ②雑誌などの情報に感化されて、 ちょっと気になりだす(カジュアル世論形成) ③その気になってきた女性にラブレターを渡す (カジュアル世論で広告が効きやすくなる) 「ラブレター」を渡す前に。 18Copyright © 2010
Bluecurrent Japan Inc. All Rights Reserved.
20.
1.ソーシャル化する戦略PR 「ばったり」が増殖し、「世の中ごと化」できるかどうかが大きな課題に。 2.コンテンツ化する戦略PR: 広告とPRの垣根は消滅し、消費者にとってレセプティブな話題かどうかが重要に。 3.グローバル化する戦略PR: ローカルの「空気」を読んで、グローバルに「空気づくり」をすることが必要に。 戦略PR 2011年から重要になる3つのポイント 19Copyright ©
2010 Bluecurrent Japan Inc. All Rights Reserved.
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