Using Social Media in Cross-Media >

Direct Influence Direct Influence Marketing ?

Where Have We Been?Where Have We Been?

Where Are We Now?

Wh Going ?Where are we Going ?

The Mass Media Bubble

People Want People Want Relationships with Re at o s ps w t

People…Not Brands

Interactive Marketing Spend Expected to

Doubleto nearly $55 billion by 2014

W B k Waaayyy Back In

Presidential Campaign Trends

“Thomas Jefferson used newspapers to win the presidency, ff p p p y

F.D.R. used radio to change the way he governed, J.F.K. was

the first president to understand television, and Howard

Dean saw the value of the Web for raising money. But Senator Barack Obama understood that you could use the Web

l h to lower the cost of building a political brand, create a sense of connection and engagement, and

dispense with the command and control method of governing to

allow people to self-organize to do the work.”

‐ The New York Times

Campaign Email

• Email AlertsN R l• News Releases

• Event Reminders• Solicitations• Solicitations• Email Newsletters• 13M+ Addresses• 1B+ Messages

Cause or Effect?

The Obama campaign had

UnprecedentedUnprecedentedSocial Media usage

Could popular culture be too far behind?

H h d ti fHow many heard mention of

TwitterThis time last year?

Tonight Show with Conan O’Brien

Twitter Tracker

Late Night with Jimmy Fallon

The Bryan Brinkman Experiment

@bryanbrinkman@ y

“ Twitter is a passing fad that is sweeping the nation ”

Jon Stewart, 2009

Where Are We Now?

Open Government?Open Government?

Whitehouse Open for Questions?for Questions?

Helen Thomas:Helen Thomas:Obama “controlling the press”

Protector of the Public ?Protector of the Public ?Or protector of the

S Q Status Quo ?

The Change Constant

Biz Stone on where change originates

But Many Do Get It

M k t ’Use f S i l M di T lMarketers’ Use of Social Media Tools

It’s about Reputation and Influence

What are they Doing ?• Status• Blogs• Blogs• Wiki’s• Discussions• Discussions• Reviews

Ameme (pronounced /ˈmiːm/ rhyming with "cream"[1]) is aA meme (pronounced / miːm/, rhyming with  cream [1]), is a postulated unit or element of cultural ideas, symbols or practices, and is transmitted from one mind to another through speech, gestures, rituals, or other imitable phenomena.

Bookmark Sharing

FindingFinding

Looking For SomethingLooking For Something

Social network and blogging sites are f hnow the fourth most popular activity

on the Internet activityy

• 300M+ Facebook Users• 50% log on any given day• Fastest growing segmentg g g

•35 years and older• 6B minutes of use each day•Average of130 friends each•Average of130 friends each

My Book Review Review Post

Related Tweets

Bit ly Short URL TrackingBit.ly Short URL Tracking

RecommendationTo My Friendsy

http://www.youtube.com/watch?v=sIFYPQjYhv8

Your Social GraphYour Social Graph

How many degrees away are you from Kevin Bacon?

Ads can become Socially Aware …Bad?

And connect to Your social graphg p

Where are we Going ?

QuotablesQuotables

“The World Wide Web “Make e er thing as The World Wide Web, as we know it, is only 5,000 days old”

Make everything as simple as possible, but not simpler.”

“By 2040, the web will d h it i

“Clouds look as one f di t b t if exceed humanity in

processing power”from a distance, but if you see them nearby, they show themselves as disorderly drops of water”

Kevin Kelly Albert Einstein

Is your next laptop in the Clouds?

Or via wirelessand mobile

Will we use Real-Time Search?

Redfines E ilRedfines Email, Messaging, Collaboration?

Can it search the Semantic Web?

“We turn the world of blogs into math”

"Doritos munchers bikers forDoritos munchers, bikers for Obama, MINI Coooperenthusiasts. Once [J.D. Power] has sorted bloggers into tribes, it can start digging for correlations between tribes and products."

Stephen BakerThe Numerati

Can it tell you how people Feel ?Can it tell you how people Feel ?

Integrate Integrate Integrateg

Skittles comSkittles.com

→ Initiate Conversations

→ Cultivate Recommendations

→ Establish Reputation

→ Influence Perception→ Influence Perception

Social graphscan be used

to build

Circles Circles of Trust and Influence

Seed the Clouds With web-to-everywhere

•Search EnginesMeta‐DataKeywordsKeywords

•Social SearchBookmarksR f F i dRefer a Friend

•Semantic SearchStructuresMicrofomats

Create message

Roadmaps Roadmaps to strategically engage

Define and Track

To ch oi tsTouchpointsfor measuring ROI

In the future, Marketing Communications will be

integrated with ALL Media to influence behaviorintegrated with ALL Media to influence behavior

The time is now to start adopting

Influence Marketing

Integrate Campaign

TacticsTacticswith ‘Traditional’CrossCrossMedia

“Fish in the ponds where thewhere the fish are”

Direct Mail and Email

Mobile Devices

TwitterTwitter

Facebook

XXMID

Dynamic Duo

LGet Your Lumpy Here

Tell You Friends, who tell there friends, who…

TakeawaysTakeaways• Change is Constantg

– and it is accelerating• Social Media is not a Fad

b h i f d– but the name is a fad• We are returning to Word of Mouth

– but in Ubër-Hyper modebut in Ubër Hyper mode• Social Media is about Relationship

– start conversations via cross-media• The Future is Influence Marketing

– And the future is now

ffA Social Media Evolution

Wh t’ N t?Jeffrey StewartPartner, CTO

> What’s Next?Phone: 815.262.7252Fax: 815.962.2189stew@trekk.com

It’s about Integration, Conversations and Influence

www.Trekk.comTwitter.com/JeffreyAStewartFacebook.com/JAStewartLinkedIn com/in/jeffreyastewartConversations and InfluenceLinkedIn.com/in/jeffreyastewart