Strategy above all else

Strategy above all else

PR Vaganza Seminar UI8 March 2011

Ong Hock Chuan

PR Vaganza Seminar UI8 March 2011

Ong Hock Chuan

The Internet changes The Internet changes everythingeverything

There is no new There is no new thing under the thing under the sun...(only the sun...(only the history you do history you do

not know)not know)

What’s changedSpeed

Scalability

ReachLaw of the campfire

What’s not(the history we forgot)

Law of the campfire

Engagement

Engagement

Transparency

so what matters?Lie of the land

Strengths and weaknesses

Target audience

Technographics, not demographics

so what matters?Lie of the land

Strengths and weaknesses

Target audience

Objectives

Awareness, attitude, behavior

so what matters?Lie of the land

Strengths and weaknesses

Target audience

Objectives

Awareness, attitude, behavior

Strategy

Fashion fades, only

style remains the same