Social Media Evolution - Jeffrey Stewart - 2009 Marketing Innovation & Discovery Summit

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Jeffrey A Stewart, Trekk Cross-Media, At the Marketing Innovation Discovery Summit 2009. Blogging event at thedirectmarketingvoice.com, twitter: @quantumdigital

Jeffrey A Stewart, Trekk Cross-Media, At the Marketing Innovation Discovery Summit 2009. Blogging event at thedirectmarketingvoice.com, twitter: @quantumdigital

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  • Blogs
  • RSS
  • YouTube
  • Flickr
  • iTunes
  • Bookmarks
  • Digg
  • Facebook
  • Linkedin
  • Twitter
  • http://vodpod.com/watch/1747819-viral-video-twitter-tracker-massacres-blue-birdies-on-cocos-tonight-show
  • http://www.urlesque.com/2009/03/12/jimmy-fallon-conducts-the-brian-brinkman-twitter-experiment/
  • http://www.petmarmoset.net/blog/2009/03/08/jon-stewart-shakes-his-fist-at-twitter/
  • Google Moderator via AppEngine
  • http://www.guardian.co.uk/media/pda/2009/apr/03/twitter-startups “ It’s really the messaging service we didn’t know we needed until we had it”
  • J Patrick Bewley: The importance of reccomendation engines Social Relevancy Rank
  • Social Media: The Last Quarter Mile of Customer Relationship Management David Baker, Vice President, eCRM Solutions, @Social_C_R_M http://www.readwriteweb.com/archives/keeping_an_eye_on_collecta_real-time_search_engine.php
  • Our conversations produce a stream, or initiate a meme… Others produce similar ones that can be assocated Our connections to other produces a network or graph
  • the social Web — has done for social graphs is make them much more actionable and scalable. Social Relevancy Rank Razorfish defines the social graph as the network of personal connections through which people communicate and share information online. The portable social graph will fuel marketing innovation. Arguably, the most successful manifestations of the social graph we’ve seen so far are in the news feeds and activity streams that reside on social platforms like Facebook and Twitter. Social Object Theory: The Secret Ingredient for Powering Social Influence Marketing Campaigns Jaiku, a social platform that lets people share their online activity streams. “ the reason people connect with each particular other and not something else.” Twitter propagates different types of social objects, too. The object is frequently a URL, but users often become the object since usernames can be shared.
  • http://www.readwriteweb.com/archives/future_of_search_social_relevancy_rank.php Is Facebook the new search engine of choice? Email, The original social media Relevant. Actionable. Interactive. Personal
  • On the sample pages, the engine collects tweets, Flickr photos, blog posts, and comments containing the given term and updates the page with text, images, and links in real time
  • J.D. Power Web Intelligence Umbria Communications “ We turn the world of blogs into math” natural language processing and machine learning techniques hundreds of thousands of public conversations
  • Technology such as OpenID, Facebook Connect, Google Friend Connect and Microsoft Live have created new ways for marketers and consumers to take advantage of their social graph as they travel the Web. the boundaries between the corporate Web site and the intranet are blurring. Your employees want to collaborate and share knowledge with peers who work outside your organization too. Recent announcements by YouTube, Xbox and Nintendo indicating their intent to implement Facebook Connect on their sites and devices shows the growing acceptance of the cross-sharing of content and social graphs. Compete.com estimates that over 64 million consumers used the service in the month of May 2009. 1. Quick registration 2. Improved social utility 3. Data, data, data Content from your site, including the results of polls, quizzes, transactions, etc. can also be published to your user’s Facebook Wall for all to see (and link to). Enabling portable social graphs allows marketers to assemble user profiles of customers and their habits, including whom they turn to for recommendations and whom they trust most when they’re making decisions.
  • Facebook Connect
  • Some brands are extending the concept of their web presence to litterally use external platforms. If you can’t beet the, join them!
  • close that gap between archived information and what’s going on right now. are increasingly unable to draw boundaries where their physical and virtual worlds divide, or to distinguish between their known and anonymous peer groups. Obama demonstrated, there is untapped momentum in social media environments, which, when leveraged well, can create a movement of scalable proportion. marketers need to listen, monitor and learn.
  • TrekkMaps
  • http://www.youtube.com/watch?v=sIFYPQjYhv8

Transcript

  • 1. A Social Media Evolution What’s Next? Jeffrey Stewart. CTO Trekk Cross-Media
  • 2. Where Have We Been ? Where Are We Now? Where are we Going ?
  • 3. The Mass Media Bubble
  • 4. Rise of Digital Media
  • 5. Waaayyy Back In
  • 6. Presidential Campaign Trends
    • “ Thomas Jefferson used newspapers to win the presidency, 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 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
  • 7.  
  • 8.  
  • 9. Obama Email Updates
    • Email Alerts
    • News Releases
    • Event Reminders
    • Solicitations
    • Email Newsletters
    • 13M+ Addresses
    • 1B+ Messages
  • 10.  
  • 11.  
  • 12.  
  • 13.  
  • 14.  
  • 15.  
  • 16.  
  • 17.  
  • 18.  
  • 19.  
  • 20. Cause or Effect? The Obama campaign had Unprecedented Social Media usage Could popular culture be too far behind? How many heard mention of Twitter This time last year?
  • 21. Tonight Show with Conan O’Brien
  • 22. @bryanbrinkman Late Night with Jimmy Fallon The Bryan Brinkman Experiment
  • 23.
    • “ Twitter is a passing fad that is sweeping the nation ”
    Jon Stewart, 2009
  • 24. Where Are We Now?
  • 25. Whitehouse Open for Questions?
  • 26. Helen Thomas: Obama “controlling the press” Protector of the Public ? Or protector of the Status Quo ?
  • 27. The Change Constant
  • 28. Biz Stone on where change originates
  • 29. But Many Do Get It
  • 30. It’s about Reputation and Influence
  • 31.
    • Status
    • Blogs
    • Wiki’s
    • Discussions
    • Reviews
    A meme (pronounced /ˈ 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. What are they Doing ?
  • 32. Bookmark Sharing
  • 33. Looking For Something
  • 34. Social network and blogging sites are now the fourth most popular activity on the Internet
  • 35. Your Social Graph
  • 36. How many degrees away are you from Kevin Bacon?
  • 37. Ads can become Socially Aware …Bad?
  • 38. Where are we Going ?
  • 39. Is your next laptop in the Clouds?
  • 40. Or via wireless and mobile
  • 41. Will we use Real-Time Search?
  • 42. Redfines Email, Messaging, Collaboration?
  • 43. Can it search the Semantic Web?
  • 44. Can it tell you how people Feel ? "Doritos munchers, bikers for Obama, MINI Coooper enthusiasts. Once [J.D. Power] has sorted bloggers into tribes, it can start digging for correlations between tribes and products."   Stephen Baker The Numerati
      • “ We turn the world of blogs into math”
  • 45. Integrate Integrate Integrate
  • 46.  
  • 47.  
  • 48. Skittles.com
  • 49.  
  • 50. You can plug into the Pulse of the Web
  • 51. Social graphs can be used to build Circles of Trust and Influence
  • 52. Seed the Clouds With web-to-everywhere
    • Search Engines
      • Meta-Data
      • Keywords
    • Social Search
      • Bookmarks
      • Refer a Friend
    • Semantic Search
      • Structures
      • Microfomats
  • 53. -> Initiate Conversations -> Cultivate Recommendations -> Establish Reputation -> Influence Perceptions -> Trust Though Authenticity Sustain Your Buzz Via Streams / Memes/ Waves
  • 54. Create message Roadmaps to strategically engage
  • 55. Define and Track Touchpoints for measuring ROI
  • 56. Integrate Campaign Tactics with ‘ Traditional’ Cross Media
  • 57.  
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  • 63.  
  • 64.  
  • 65.  
  • 66.  
  • 67. The time is now to start adopting Influence Marketing In the future , Marketing Communications will be integrated with ALL Media to influence behavior
  • 68. Jeffrey Stewart Partner, CTO   Phone: 815.262.7252 Fax: 815.962.2189 [email_address] www.Trekk.com Twitter.com/JeffreyAStewart Facebook.com/JAStewart LinkedIn.com/in/jeffreyastewart