【广告策划奥美】奥美网络行销集团内部作业说明.ppt

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1、1,奥美网络行销集团内部作业说明,Oct 2002,2,内容提要,服务项目组织结构人员职责工作详述项目流程,3,服务项目,4,组织结构,5,人员职责-业务企划部,角色扮演：客户的策略顾问、网络行销/直效行销方案顾问客户管理，财务管理项目管理技能要求：业务企划总监：发展提案、策略分析、资源规划、预算控制业务企划经理：网站结构规划、竞争分析、项目目标及时间管理、内部工作协调业务企划助理：搜集资料、发展调研、项目步骤跟踪管理,6,人员职责-创意制作部,角色扮演：创意策略及内容开发方向顾问所有文字及视觉内容的发展和执行技能要求：创意总监：发展创意概念美术指导、文案：视觉效果指导、文字内容撰写、翻译设计

2、：高级：模版设计、三维及动画设计、特殊效果设计中级：页面设计、FLASH制作、音效编辑初级(制作)：页面制作、数字音效制作、测试,7,人员职责-技术工程部,角色扮演：技术开发方向顾问所有系统和程序的编写、建立和测试技能要求：技术总监：信息技术规划和建议工程师：软件开发、系统整合（集成？）技术助理：技术成形及建立、测试,8,工作详述-阶段1：策略发展（2周）,工作内容客户业务创作技术合同 工作进度预估 调研问卷 用户模式 目标及要求策略简报 创意简报 功能简报 技术简报 内容计划初稿 网站结构图 技术规格 工作进度确认 预算确认,9,工作详述-阶段2：创意发展（2周）,工作内容客户业务创作技术网

3、站内容确定 内容组织进度 内容发展 内容整理与编写 设计概念初稿 视觉/浏览/界面设计 模拟网站 工作模型（执行版）,10,工作详述-阶段3：技术开发（3周）,工作内容客户业务创作开发内容制作 系统/程序完成 测试 内部调试 测试 内部调试 内部网站完成,11,工作详述-阶段4：网站交付（1周）,工作内容客户业务创作技术网站内容固定 外部展示 外部测试 网站测试 文件/模版 交付前检查 网站交付 策略评估 网站维护,12,项目流程,13,Project Flow,14,&,15,In the beginning was the ideaIdea 是一切的起源,16,Our Simple Sel

4、ling Model一厢情愿的贩卖模式,Sell hard努力卖,!,To a deeplygrateful client给一个非常激赏你的客户,17,The Frequent Result 常有的结果,The Clientsavages客户杀人鲸,Us and the idea撕裂我们和idea,18,Simplistic简易and 但Risky高风险Model,Act行动,Sell贩卖,19,Selling,20,Selling,21,If the idea isnt bought,we have all wasted our time如果idea没卖掉,我们都浪费了时间,IS WEL2-

5、7/96,22,Five Step Model,Act,Adopt,Present,Prepare,Plan,23,FOUR BASIC QUESTIONS,What question are we addressing?What is our main message in answer to the question?What are we trying to do?Inform?Persuade?Reassure?Inspire?Entertain?What do we want the target audience to do as a result?,24,Act,Adopt,Pr

6、esent,Prepare,Plan,Structurethe communication,Define thetarget audience,Determine the objectives,25,What are we trying to do?,*Give information*Gain agreement*Obtain information*Spur action*Build understanding*Neutralise resistance,Inform,Persuade,New Information,New Information orRearrange Old Info

7、rmation,26,HAVE WE DEFINED OURTARGET AUDIENCE?,?,27,*Decision makerwill need less detail*Opinion leader*Implementorswill need more detail*Experts*Second guesserwill need a harder sell(of decision makers view)and the offer of support.,What is their role?,28,What frame of mind are they in?他们的心态是什麽?,*A

8、pathetic冷漠,29,*Sophisticated老练的,*Apathetic冷漠,30,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,31,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,32,What frame of mind?,*Enthusiastic热心的,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,33,Apathetics 冷漠型,WHY?为何?Po

9、isoned by previous presentations被以前的经验毒害了!Saturated on the subject对这个话题已听得不想再听Poor physical environment身体状况很差,Psychologically dead to your idea.心理上不接受你的想法,Z Z Z z,34,What you have to do你得怎麽做,引起兴趣,保持他们的热情.打动他们的心.快点进入正题把过程戏剧化,视觉化让他们要采取的行动容易些,35,Sophisticates 老练型,WHY?为何?Seen it before 以前看过Non-expert to

10、 expert 非专家做专家提案Subordinate to superior 下对上Peer to peer 平辈间,Know it all already(and more)这些早就知道了,36,What you have to do你得怎麽做,让他们用全新的角度看待你,及你的idea.让他们了解你的专业程度.尽量做到最好如您知道的引用权威的话,37,Hostiles 敌意型,WHY?为何?觉得被威胁对你评价不高或对你的出身有质疑怀疑你的动机文化的阻隔,Opposes either you or your idea反对你或你的idea,38,What you have to do你得怎麽办

11、?,找出他们对你有敌意的原因显示你了解他们的处境建立共通的关注焦点举例保持冷静-你一动思他们就会杀了你不要期望事情太快有变化,39,Critically interesteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willing to accept ideas based on fact and sound reasoning愿意接受基於事实和理性辩证下的好idea,40,What you have to do你得怎麽办,Show benefits 呈现利益点Cover all options objectively 中立Present factually&non emotio

12、nally 事实而非情感,41,Enthusiasts 热情派,WHY?为何?Already sold and motivated Idea已被接受Accept you and your message你说的都算,Have faith already已有信心,42,What you have to do你得怎麽做,Reinforce their beliefs 增强信心Go light on pure information and proofs 淡淡的卖,呈现证据Go heavy on colour and emotion 色彩和情感,43,Exercise:Paperclip,44,ONE

13、 CORE IDEAOUR MAIN MESSAGE,Many different possibleelements data,background,experiences ideas,structures,insightssupports,etc.,45,THECOREIDEA,Support ideas thatcan expand or defend theCore Idea in ever greater detail,46,REPORT/INFORM FORMAT,SubjectBackgroundInformation index(what Im going to tell you

14、)InformationRecap/Summarise(what Ive told you)Meaning/action what I want you to do or understand as a result,47,Report/Inform Example,Subject,Understanding Consumers in Asia Pacific,Background,New Young Adult study pilot in Singapore,Hong Kong&Kuala Lumpur,InformationIndex,Emergence of a much greate

15、r degree of tension since last study,Information,IndependenceEngagementIndividualismCommunalismOptimismFrustrationSelf-DeterminationFatalismGlobal outlookLocal pride,Recap,How these greater degrees of tension resolve themselves will influence how the young respond to brands,Meaning,We need to monito

16、r this carefully,48,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,49,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Brand sales dropping*Losing distribution*Losing margin*Losing ground in eyes of consumer*_*_*_Must do somet

17、hing about itRelaunch-New packaging-New flavours-New advertising,50,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,51,HOW PERSUASIVE ARE YOU?EXERCISE,52,Brand has lost its way recently,but we canturn it around quicklyRelaunch-new packaging,new flavours,

18、new advertising*Regain distribution*Leapfrog competition*Preferred brand with consumers*Increase price and margin*_*_*_Lets do thisNext stepsWHO,WHAT,WHEN,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,53,Five Kinds of Evidence,Personal experience Analo

19、gy Judgement of expert(Quotes)Example Statistics/Facts,54,Five Kinds of Evidence,Personal experienceTalk first person.Relive.Act out.Most interesting and unique evidence.Gives emotional dimension.AnalogyCompares dissimilar things using like or as.Allows you to exaggerate a point without offending th

20、e intelligence of your audience.Judgement of expert(Quotes)Which listeners will recognise as an authority.If they dont know,credentialise the expert before your quote.ExampleSpecific.Where key factors are similar(eg,overseas market).Statistics/FactsWhat we usually think of as evidence.Visualise stat

21、istics if you can.,55,Slow Build to a Grand Finale,Intro,56,Background,Slow Build to a Grand Finale,57,Strategy,Slow Build to a Grand Finale,58,Rationale,Slow Build to a Grand Finale,59,Idea,Slow Build to a Grand Finale,60,AnyQuestions?,Slow Build to a Grand Finale,61,Here It Is and We Are Excited,I

22、ntro,62,Idea,Here It Is and We Are Excited,63,How we got there?,Here It Is and We Are Excited,64,Why its right?,Here It Is and We Are Excited,65,Any Questions?,Here It Is and We Are Excited,66,The Tell em Format,Tell em what youre going to tell themTell emTell em what youve told themEnsures three ex

23、posures to the main message,67,Planning Cycle Format,68,Matching Your Communication Style to Your Clients Preferred Thinking Mode,Version 1.0 5/96,69,Visuals,Eye Movements,Up Right,Up Left,Unfocussed,WordsSeeEnvisionReflectShowViewWatchBrightPerceivePreviewPictureIllustrateSurveyClearHighlightPerspe

24、ctiveLookFocus,70,Eye Movements,Side Right,Side Left,Down Left,WordsSaySpeakAskTellExpressInquireToneMentionHearStaticAccentTalkRingResonateSoundRemark,Auditories,71,Down Right,WordsFeelImpressGrabHitTouchSufferHandleTackleRubPressureGraspKnowAffectIntuit,Kinesthetics,Eye Movements,72,One on OneMatc

25、h your style to the style of your client.GroupMake sure that you cover all styles in the group.If you dont some will feel excluded.,How to Develop Trust,73,Exercise:Paperclips Revisited,74,Five Step Model,Act,Adopt,Present,Prepare,Plan,75,You can never bore someone into buying your idea,76,Five Step

26、 Model,Act,Adopt,Present,Prepare,Plan,77,Accept,Understand,Listen,78,People are More Likely to Listen to Someone who:,They respect and trust.Is enthusiastic.Believes in the idea.Given them an idea they value.Speaks in a language they understand.Makes them feel comfortable.Dresses and behaves in a wa

27、y that is generally in keeping with their expectations.Presents in a lively way.Knows when to stop.,79,Is clearly organisedShows the idea clearlyExplains and interprets itEmphasises key and difficult pointsBrings the points to lifeEncourages and responds to questions,Listeners are more Likely to Lis

28、ten to a Presentation that:,80,Active Listening,Version 1.1 5/96,81,Send reinforcementswere going to advance,Send three and four pence were going to a dance,Confusion,82,Loss of detail,Substitution,Filters,Misinterpretation,Addition,ORIGINAL,LISTENING DISTORTION,RECEIVED,Distortion,83,Active Listeni

29、ng,Tracking words,Drifting in and out,THE KEY IS TO LISTENAPPROPRIATELY,Level of Listening,84,Hearing with half an earGiving into day dreams and fantasiesExploring tangentsZappingEssentially passive,Drifting in&out,85,Appearing to pay attention and listen intentlyHearing words but not making the eff

30、ort to understand the speakers intentReally only slightly concentratingMaking a bit of an effortThe yes dear syndrome,Tracking words,86,Paying attentionListening non judgementallyTrying to read the intentionUnderstanding the feelingsProcessing what is being said-Noting-Checking back-Physical signals

31、-Eye contact,Active Listening,87,AgencyAttentionLevel,Time,88,AgencyAttentionLevel,Time,X,89,AgencyAttentionLevel,Time,X,X,Blue Dress,90,AgencyAttentionLevel,Time,X,X,X,X,X,X,The Rehearsal Curve,Blue Dress,91,Paying attentionListening non judgementallyTrying to read the intentionUnderstanding the fe

32、elingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contact,Active Listening,92,X,X,X,X,X,X,N,N,N,N,N,Defeating the Rehearsal Curve,93,The work youve just sold deserves the highest level of listening.Listen actively and non-judgementally to your clients response.Force yours

33、elf to take notes of key points and then return quickly.Avoid surfing the rehearsal curve.,Listening:Summary,94,They judge that the presenter really cares about their businessThe idea seems right because of the support offeredMajor concerns have been satisfactorily addressedTheir input has been inco

34、rporated in some way into the idea,People Are More Likely to Accept Ideas when:,95,Five Step Model,Act,Adopt,Present,Prepare,Plan,96,They are asked to act on itThe action required is not too much troubleThey have previous positive experience with the originator of the ideaIt meets their needs better

35、 than other optionsThe benefits to them outweigh the risksThey will be part of the implementation process,People Are More Likely to Act on an Ideas when:,97,What we bring,What is expected,Preparing the way,98,What we bring,What is expected,Find ways toreframeexpectations,Find ways topresell the idea

36、,Preparing the way,99,What we bring,Preparing the way,100,AnticipateThink throughPrepare,Most are highlypredictable,What we bring,Preparing the way,101,Know who they areKnow what we want from themHave decided our core idea and supportsHave worked out how to prepare the way THEN WE ARE PREPARED TO GO

37、 OUT AND FIGHT THE REAL ENEMY,Once we.,102,Ourselves,103,The frame of BuyingImpeccable logicEnergy&enthusiasmBe Yourself,Act,Adopt,Present,Prepare,Plan,104,Know when to stop,105,&,106,In the beginning was the ideaIdea 是一切的起源,107,Our Simple Selling Model一厢情愿的贩卖模式,Sell hard努力卖,!,To a deeplygrateful cl

38、ient给一个非常激赏你的客户,108,The Frequent Result 常有的结果,The Clientsavages客户杀人鲸,Us and the idea撕裂我们和idea,109,Simplistic简易and 但Risky高风险Model,Act行动,Sell贩卖,110,Selling,111,Selling,112,If the idea isnt bought,we have all wasted our time如果idea没卖掉,我们都浪费了时间,IS WEL2-7/96,113,Five Step Model,Act,Adopt,Present,Prepare,P

39、lan,114,FOUR BASIC QUESTIONS,What question are we addressing?What is our main message in answer to the question?What are we trying to do?Inform?Persuade?Reassure?Inspire?Entertain?What do we want the target audience to do as a result?,115,Act,Adopt,Present,Prepare,Plan,Structurethe communication,Def

40、ine thetarget audience,Determine the objectives,116,What are we trying to do?,*Give information*Gain agreement*Obtain information*Spur action*Build understanding*Neutralise resistance,Inform,Persuade,New Information,New Information orRearrange Old Information,117,HAVE WE DEFINED OURTARGET AUDIENCE?,

41、?,118,*Decision makerwill need less detail*Opinion leader*Implementorswill need more detail*Experts*Second guesserwill need a harder sell(of decision makers view)and the offer of support.,What is their role?,119,What frame of mind are they in?他们的心态是什麽?,*Apathetic冷漠,120,*Sophisticated老练的,*Apathetic冷漠

42、,121,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,122,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,123,What frame of mind?,*Enthusiastic热心的,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,124,Apathetics 冷漠型,WHY?为何?Poisoned by previous presentations被以前的经验毒害

43、了!Saturated on the subject对这个话题已听得不想再听Poor physical environment身体状况很差,Psychologically dead to your idea.心理上不接受你的想法,Z Z Z z,125,What you have to do你得怎麽做,引起兴趣,保持他们的热情.打动他们的心.快点进入正题把过程戏剧化,视觉化让他们要采取的行动容易些,126,Sophisticates 老练型,WHY?为何?Seen it before 以前看过Non-expert to expert 非专家做专家提案Subordinate to superio

44、r 下对上Peer to peer 平辈间,Know it all already(and more)这些早就知道了,127,What you have to do你得怎麽做,让他们用全新的角度看待你,及你的idea.让他们了解你的专业程度.尽量做到最好如您知道的引用权威的话,128,Hostiles 敌意型,WHY?为何?觉得被威胁对你评价不高或对你的出身有质疑怀疑你的动机文化的阻隔,Opposes either you or your idea反对你或你的idea,129,What you have to do你得怎麽办?,找出他们对你有敌意的原因显示你了解他们的处境建立共通的关注焦点举例

45、保持冷静-你一动思他们就会杀了你不要期望事情太快有变化,130,Critically interesteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willing to accept ideas based on fact and sound reasoning愿意接受基於事实和理性辩证下的好idea,131,What you have to do你得怎麽办,Show benefits 呈现利益点Cover all options objectively 中立Present factually&non emotionally 事实而非情感,132,Enthusiasts 热情派,

46、WHY?为何?Already sold and motivated Idea已被接受Accept you and your message你说的都算,Have faith already已有信心,133,What you have to do你得怎麽做,Reinforce their beliefs 增强信心Go light on pure information and proofs 淡淡的卖,呈现证据Go heavy on colour and emotion 色彩和情感,134,Exercise:Paperclip,135,ONE CORE IDEAOUR MAIN MESSAGE,Ma

47、ny different possibleelements data,background,experiences ideas,structures,insightssupports,etc.,136,THECOREIDEA,Support ideas thatcan expand or defend theCore Idea in ever greater detail,137,REPORT/INFORM FORMAT,SubjectBackgroundInformation index(what Im going to tell you)InformationRecap/Summarise

48、(what Ive told you)Meaning/action what I want you to do or understand as a result,138,Report/Inform Example,Subject,Understanding Consumers in Asia Pacific,Background,New Young Adult study pilot in Singapore,Hong Kong&Kuala Lumpur,InformationIndex,Emergence of a much greater degree of tension since

49、last study,Information,IndependenceEngagementIndividualismCommunalismOptimismFrustrationSelf-DeterminationFatalismGlobal outlookLocal pride,Recap,How these greater degrees of tension resolve themselves will influence how the young respond to brands,Meaning,We need to monitor this carefully,139,Persu

50、asion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,140,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Brand sales dropping*Losing distribution*Losing margin*Losing ground in eyes of consumer*_*_*_Must do something about itRelaunch-Ne