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Context accelerates effective communications Don’t “message,” tell a story

Context accelerates effective communications Don’t “message,” tell a story. Credible Context Q2 ‘10 www.crediblecontext.com. Elements of trust have evolved. Driven by the economy Fewer reporters, more bloggers Smaller news hole, 24-hour cycle Less time, more demand

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Context accelerates effective communications Don’t “message,” tell a story

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  1. Context accelerates effective communicationsDon’t “message,” tell a story Credible Context Q2 ‘10 www.crediblecontext.com

  2. Elements of trust have evolved • Driven by the economy • Fewer reporters, more bloggers • Smaller news hole, 24-hour cycle • Less time, more demand • Context trumps transparency • Transparency was a hedge against being misled • Transparency replaced authenticity as the key principle • Both were transactional, context is persistent

  3. Tell a story rooted in who you are • Taps the market power of expectations • Allows the introduction of new elements • Guides the allocation of resources • Guards against inconsistencies “Totality is a managed services provider for applications and infrastructure.” -- Company descriptor, 2000 “Totality's business level agreements have given us a higher level of service and commitment than would have been possible from a less customer-centric provider.“ -- Mutual fund asset management company, ReFlow, 2004

  4. Solve the biggest problem possible • There is no time for anything unimportant • Industry agreement on a problem leads to interest in the search for its solution • Helps overcome reluctance of the overworked “Real-time. When something happens; we want to deal with it. No, we are expected to deal with it. And we have come to expect it from others. Real-time leads to multi-tasking. And multi-tasking puts a premium on time. None of us has enough of it; there is no more to be found. Our only option is to find ways to shorten the time it takes to get things done.” -- Messaging for AT&T, 2005

  5. Pick your competitive set • It is easier to be viewed as a set than as an individual • “We have no competition” is a turn-off in the media mating game • Others’ attributes can evolve yours • “We see the world the same way” gives the world the chance to see you similarly (and differently) “Cloud computing takes several forms, from the nuts and bolts of Amazon Web Services to the more finished foundation of Google App Engine to the full-on application of Salesforce.com” -- Gartner Group, October 20, 2009

  6. Leverage those who benefit • More than “internal communications” • Everyone with an economic stake • Each is a potential “source” for public opinion • Every opinion can have an outlet • Bottom-up is the new command-and-control • What was never easy is now much harder

  7. 8 tactical implications • Reveal • Create a story based on assets and aspirations • Align • Arm all who should be advocates • Engage • Cultivate the market • Draft • Participate in stories already in motion • Extend • Be the “A Head” anecd • Reveal the future • Be a source for events “beyond the horizon” • Collaborate • Bask in the reflected light of another’s halo • Participate • Industry and society needs “players” more than vendors

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