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Comcast: Communicating in New Media Markets
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7. “The challenge that comes with the freedom of the internet is that any idiot with a camera and an internet link can do stuff like this and ruin the reputation of a brand that’s nearly 50 years old.”
18. The whole is greater than the sum of its parts. -Aristotle
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20. The message is not about you [the charity] it is about why the messenger cares.” -Katya Andresen, author, Robin Hood Marketing
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25. Value What makes the person nod their head in agreement. Vision Kum-ba-Yah The “then” statement that would happen if the value came true. Barrier The response to your audience’s “Yeah, but…” it is helpful to list the barrier(s) first. Ask What you want your audience to do.
27. Rubicon Consulting 2007 Ten Commandments 2. Be Yourself 7. Internet Strengthens Great Brands 8. Forget About Mass Markets
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29. Develop a constituency. Serve them. Listen to them. Work with them, don’t have them work for you. Give them power and control and then fasten your seatbelts because all the rules change. – Nancy White, response for nonprofits
30. Develop a constituency. Serve them. Listen to them. Work with them, don’t have them work for you. Give them power and control and then fasten your seatbelts because all the rules change. – Nancy White, response for nonprofits
31. Develop a constituency. Serve them. Listen to them. Work with them, don’t have them work for you. Give them power and control and then fasten your seatbelts because all the rules change. – Nancy White, response for nonprofits
32. Develop a constituency. Serve them. Listen to them. Work with them, don’t have them work for you. Give them power and control and then fasten your seatbelts because all the rules change. – Nancy White, response for nonprofits
91. Nancy Jones Community Foundation of Broward njones@cfbroward.org 954.761.9503 954.294.7199.mobile @nancyjones didyouhappen.wordpress.com
Notas do Editor
Libby and JackLeonard RobbinsJim BlosserHow did they get it done?
They wrote press releasesCalled volunteersMailed lettersEventually built a website
More than 1,000,000 watched.
The multiplier of number of Google searches in April for dominos video vs Obama
The challenge – hardest for me, hardest for my boss and my boardWhen the community foundation website was (is) an online brochure – I control the message.Dominos got to control the message.You got to control the message.You got to control your brand.
Your brand is not your logo.It’s the collective – the collective perception by audience.
The internet is no longer an online brochure where I control the message.
California Red Legged Frog
California Red Legged Frog
Tool Number One:SmartchartSpitfire strategies
95 principles for communicating online - 1999
Social v. LocalGot on twitter – everyone was doing itDoubled his clientele because he started using Twitter.Not only his clientele – but the CoffeeGroundz Community
This is the opportunity.Markets used to be groups of people, demographics, geography.Today markets are also conversations.You still need to know who your audience is and how you are talking to them.And – what they need to know. NOT – what you want to tell them.How are you going to tell them?
![Nancy JonesChief Communications OfficerCommunity Foundation of Broward ,[object Object]](https://image.slidesharecdn.com/comcastsocialmedia2-090715012414-phpapp02/85/Comcast-Communicating-in-New-Media-Markets-1-320.jpg)
![Nancy – JNKE ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)