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

Jeffrey Stewart
ff
Partner, CTO A Social Media Evolution
Phone: 815.262.7252 > Wh t’
What’s N t?
Next?
Fax: 815.962.2189
stew@trekk.com
www.Trekk.com
It’s about Integration,
Twitter.com/JeffreyAStewart
Facebook.com/JAStewart
Conversations and Influence
LinkedIn.com/in/jeffreyastewart
LinkedIn com/in/jeffreyastewart

Where Have We Been?
Where Are We Now?
Where are we Going ?

The Mass Media
Bubble

Rise of Digital Media
se o g ta ed a

Social
Media’s
Global
Reach

Waaayyy B k In
W Back

Presidential Campaign Trends
“Thomas Jefferson used newspapers to win the p
ff p p presidency,
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
to lower the cost of building a political brand, create a
l h
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
• 13M+ Addresses
• 1B+ Messages

Cause or Effect?
The Obama campaign had
Unprecedented
Social Media usage
Could popular culture be too far
behind?
How many h
H heard mention of
d ti f
Twitter
This time last year?

Tonight Show with Conan O’Brien
Twitter Tracker

Late Night with
Jimmy Fallon
The Bryan
Brinkman
Experiment
@ y
@bryanbrinkman

“ Twitter is a passing fad that is
sweeping the nation ”
John Stewart, 2009

Where Are We Now?

Whitehouse Open
for Questions?

Helen Thomas:
Helen Thomas:
Obama “controlling
the press”
Protector of the Public ?
Or protector of the
Status Q ?
S Quo

Organizations have natural defenses
that fight Ch
Change
"I would rather be tied up to stakes in the
I 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
what it reminds me of," the host said, "I'm thinkin' of,
h d f" h h d "' h k ' f
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
• Blogs
Bl
• Wiki’s
• Discussions
• Reviews
A meme (pronounced /ˈmiːm/, rhyming with
"cream"[1]) is a postulated unit or element of cultural
cream [ ]), 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
g p ,g , ,
other imitable phenomena.

Bookmark Sharing

Finding
Looking For Something

Twittering

Googling

Facebooking

Binging

Social network and blogging sites are
now the f
fourth most popular activity
h
on the Internet

How many degrees away are you from Kevin Bacon?

Your Social Graph

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

Ads can become Socially Aware …Bad?

Some are organized to Deliver
Others Not

It’s about Reputation and Influence

Where are we Going ?

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

Wired’s Kevin Kelly - "Web 3.0"
We have to get better at
The price of
The price of believing the impossible.
personalization is
transparency…
transparency…
It’s easier to Google
The World Wide Web, as then to remember
we know it, is only 5,000
k it i l 5 000
days old.
Attention is the only currency of value, the only scarcity left.

Is your next laptop in the Clouds?

Or via wireless
and mobile

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

Will we use Real-Time Search?

Redfines Email
Email,
Messaging, Collaboration?

Can it search the Semantic Web?

“We turn the world of blogs into math”
"Doritos munchers bikers for
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
Can it tell you how people Feel ?

Integrate Integrate Integrate
g

SFDC Service Cloud

Skittles.com
Skittles com

API s
API’s
like those from
enable you to manage
Connections
between platforms
and
People

You can p ug into the
ou ca plug to t e
Pulse
of the Web

Social graphs
can be used
to build
Circles
of Trust and Influence

Seed the Clouds
With web-to-everywhere
•Search Engines
Meta‐Data
Keywords
•Social Search
Bookmarks
Refer a Friend
R f Fi d
•Semantic Search
Structures
Microfomats

Sustain Your Buzz
Via Streams / Memes/ Waves
→ Initiate Conversations
→ Cultivate Recommendations
→ Establish Reputation
→ Establish Reputation
→ Influence Perceptions
→ Trust Though Authenticity

Create
message
Roadmaps
to strategically
engage

Define and Track
Touchpoints
To ch oi ts
for measuring ROI

In the future, Marketing Communications will be
integrated with ALL Media to influence behavior
The time is now to start adopting
Influence Marketing

See your
future.
future
Be your
future.
May, make,
May, make,
make it,
make it.
k it
Make your
future