Engaging with Consumers, Influencers and Media in the Digital Age

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THE WORLD IS FLAT
Engaging with Consumers, Influencers and
Media in the Digital Age
DArcy Rudnay SVP Corporate Communications Comcast
Corporation
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Agenda

• THE FLATTENING
• EVERYBODYS TALKING
• ARE YOU LISTENING?
• JOINING THE CONVERSATION

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The Flattening
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The explosion of the Internet

• Online population will double (to 2 bn) by 2012
• Over 200 million online searches happen daily
• 1.2 million blogs created daily
• 73 of active online users have read a blog
• 78 of people trust recommendations of other
  consumers

SOURCE Pricewaterhouse Coopers
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Social networking is having a major impact
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Everybodys Talking
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Are you listening?
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One person can demand an audience of millions
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3 vs. 375 Million
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Everyone is talking to each other in a flat world
CUSTOMERS
PRESS
POLICY MAKERS
COMPANIES
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Everyone is talking to each other in a flat world
CUSTOMERS
PRESS
POLICY MAKERS
COMPANIES
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This is the single biggest opportunity to
communicate directly with customers in the past
decade
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Joining the conversation
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Comcast Central / Comcast.com
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Comcast Customer Connect
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Comcast Forum Blog
blog
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Blogging on other sites
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The Comcast Digital Strategy
Comcast Customer Connect
Comcast Central
Forum / Communities
Corporate Blog
Blogging on other sites

• Comcast.com
• E-mail / Phone
• Web
• Office of Rick Germano

• Proactive
• Twitter
• Social Media
• Facebook

• Communities
• Customers helping customers

• Comcast blog
• Speaking directly to customers

• 3rd Party
• Consumerist
• You Tube
• Etc.

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Advice for communicating in the flat world

• Listen to your customers
• Monitor what customers are saying throughout the
  web
• Create a rapid response culture
• Learn from everyone in your organization
• Be honest, open and transparent
• Work with your operations, service and
  communications teams to use this information to
  communicate directly with customers to solve
  their problems

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Questions?