A Social Media Revolution >What’s Next ?What s Next ?

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

Where Have We Been?Where Have We Been?

Where Are We Now?

Where are we Going ?Where are we Going ?

The Mass Media Bubble

Rise of Digital Media se o g ta ed a

SocialSocial Media’s Global Global Reach

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

Obama Email Updates

• Email Alerts• News Releases• Event Reminders• Solicitations• Email Newsletters• 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 ”

John Stewart, 2009

Where Are We Now?

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 ?

Organizations have natural defenses Chthat fight Change

"I would rather be tied up to stakes in theI would rather be tied up to stakes in the Kalahari Desert, have honey poured over me and red ants eat out my eyes than open a Twitter account,” – Maureen Dowd 

"I don't know anything about the Twitter.“ "You know h d f " h h d " ' h k ' fwhat it reminds me of," the host said, "I'm thinkin' of,oh yeah, a waste of time.“ – David Letterman 

Bill Maher ‐ Twittering users are displaying the self absorption that will destroy us all

The Change Constant

Biz Stone on where change originates

But Many Do Get It

What are they Doing ?• Status

Bl• Blogs• Wiki’s• Discussions• ReviewsReviewsA meme (pronounced /ˈmiːm/, rhyming with "cream"[1]) is a postulated unit or element of culturalcream [ ]), is a postulated unit or element of culturalideas, symbols or practices, and is transmitted from one mind to another through speech, gestures, rituals, or g p , g , ,other imitable phenomena.

Bookmark Sharing

FindingFinding

Looking For SomethingLooking For Something

TwitteringTwittering

GooglingGoogling

FacebookingFacebooking

BingingBinging

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

on the Internet

How many degrees away are you from Kevin Bacon?

Your Social GraphYour Social Graph

Don't cross the streamsDon t cross the streams. It would be bad…

Ads can become Socially Aware …Bad?

Some are organized to DeliverOthers NotOthers Not

It’s about Reputation and Influence

Where are we Going ?

Roads? Where we’reRoads? Where we re going, we don’t need roads.

Wired’s Kevin Kelly - "Web 3.0"

The price ofWe have to get better at 

The price of personalization is transparency…

believing the impossible.

transparency… It’s easier to Google then to rememberThe World Wide Web, as 

k it i l 5 000we know it, is only 5,000 days old.

Attention is the only currency of value, the only scarcity left.

Is your next laptop in the Clouds?

Or via wirelessand mobile

Jeremiah Owyang defines 5 E ’ f th S i l W b5 Era’s of the Social Web

Will we use Real-Time Search?

Redfines EmailRedfines 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

SFDC Service CloudSFDC Service Cloud

Skittles comSkittles.com

API’sAPI slike those from

enable you to manageenable you to manage

Connections between platforms

and

People

You can plug into theou ca p ug to t e

Pulseof the Web

Social graphscan be used

to buildCircles

of Trust and Influence

Seed the Clouds With web-to-everywhere

•Search EnginesMeta‐DataKeywordsKeywords

•Social SearchBookmarksR f F i dRefer a Friend

•Semantic SearchStructuresMicrofomats

Sustain Your BuzzVia Streams / Memes/ Waves

→ Initiate Conversations

→ Cultivate Recommendations

→ Establish Reputation→ Establish Reputation

→ Influence Perceptions

→ Trust Though Authenticity

Create message

Roadmaps Roadmaps to strategically engage

Define and TrackTo 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 adoptingInfluence Marketing

See your futurefuture. Be your future. 

May, make,May, make, make it, 

k itmake it. Make your future