Comcast: Communicating in New Media Markets

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  • 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?
  • Comcast: Communicating in New Media Markets

    1. 1. Nancy JonesChief Communications OfficerCommunity Foundation of Broward<br /><ul><li>Alex – MBA
    2. 2. Nancy – JNKE </li></li></ul><li>What We’ll Talk About<br />How we got here<br />Challenges of social media<br />Opportunities of it<br />Tools you can use<br />Tell some stories<br />Conversation<br />
    3. 3.
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    7. 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.”<br />
    8. 8.
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    12. 12. 10<br />
    13. 13.
    14. 14. This is NOT Your Brand<br />
    15. 15. THIS is Your Brand<br />
    16. 16. And this<br />
    17. 17. And This is Your Brand<br />
    18. 18. The whole is greater than the sum of its parts.<br />-Aristotle<br />
    19. 19.
    20. 20. The message is not about you<br />[the charity] it is about why the messenger cares.”<br />-Katya Andresen, author, Robin Hood Marketing<br />
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    25. 25. Value<br />What makes the person nod their head<br />in agreement.<br />Vision <br />Kum-ba-Yah <br />The “then” statement that would happen if the value came true.<br />Barrier<br />The response to your audience’s “Yeah, but…” it is helpful to list the barrier(s) first.<br />Ask<br />What you want your audience to do.<br />
    26. 26. Markets are conversations.<br />Yes, conversations.<br />
    27. 27. Rubicon Consulting<br />2007<br />Ten Commandments<br />2. Be Yourself<br />7. Internet Strengthens Great Brands<br />8. Forget About Mass Markets<br />
    28. 28.
    29. 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.<br />– Nancy White, response for nonprofits<br />
    30. 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.<br />– Nancy White, response for nonprofits<br />
    31. 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.<br />– Nancy White, response for nonprofits<br />
    32. 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.<br />– Nancy White, response for nonprofits<br />
    33. 33. Change the Way You Think<br />
    34. 34.
    35. 35.
    36. 36.
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    38. 38. The Social PTA<br />Easy for me to engage<br />Mobile Alert<br />Facebook Event<br />Forward<br />Post<br />Status<br />Google Site<br />Agenda<br />Chat<br />Post<br />
    39. 39. The Social PTA<br />During the Meeting<br />Mobile Questions<br />Facebook Event<br />Live updates<br />Images<br />Twitter<br />#VSYPTA<br />
    40. 40. Cool Tools<br />
    41. 41.
    42. 42. Weblogs: BLOGS<br />
    43. 43.
    44. 44.
    45. 45. RSS – Really Simple Syndication<br />it’s a conversation<br />voting, widgets, threading<br />$$$<br />
    46. 46.
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    48. 48.
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    50. 50. 4 Years<br />38 Years<br />13 Years<br />
    51. 51.
    52. 52.
    53. 53.
    54. 54.
    55. 55. <ul><li>$10M in 2 Years
    56. 56. 60M People
    57. 57. 270,000 Causes
    58. 58. 53,000 Nonprofits</li></ul>Causes<br />
    59. 59.
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    72. 72. So, I have followers and fans and friends – what about the money?<br />
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    84. 84. Who is using your site<br />Where are they spending time<br />Who is reading your email – Constant Contact, Emma<br />Use awareness hubs<br />Change.org<br />Care2<br />
    85. 85. Tell Your Stories<br />
    86. 86. Embed a Widget<br />
    87. 87. Be Bold<br />Be Creative<br />
    88. 88.
    89. 89. What is Your Story?<br />
    90. 90. http://rubiconconsulting.com/thinking/newsletter/2006/11/cluetrain_2007_ten_commandment.html<br />http://www.WordPress.com<br />http://www.Technorati.com<br />http://www.google.com/reader/view/<br />http://www.PollDaddy.com<br />http://blogsearch.google.com/<br />http://www.chipin.com/<br />http://sproutinc.com/<br />http://www.lovewithoutboundaries.com/<br />http://tweetdeck.com/beta/<br />http://www.tweepler.com/<br />http://www.tweetlater.com/<br />http://www.tweetsgiving.com/<br />http://www.ning.com<br />http://www.pbworks.com<br />http://www.basecamphq.com<br />http://www.5pmweb.com<br />http://www.vimeo.com<br />http://www.tubemogul.com<br />http://www.change.org<br />http://www.care2.org<br />http://blamedrewscancer.com/<br />
    91. 91. Nancy Jones<br />Community Foundation of Broward<br />njones@cfbroward.org<br />954.761.9503<br />954.294.7199.mobile<br />@nancyjones<br />didyouhappen.wordpress.com<br />

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