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2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
2010  Treadaway  Leadership  Forum    Using  Social  Media In The  Cross  Media  Mix
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2010 Treadaway Leadership Forum Using Social Media In The Cross Media Mix

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Social media is becoming the way that people communicate with their friends, family and the world in general. Marketers are finding that all these social networks provide new and exciting ways to …

Social media is becoming the way that people communicate with their friends, family and the world in general. Marketers are finding that all these social networks provide new and exciting ways to communicate with customer communities and target like-minded prospects.
In this session, Jeffery Stewart explores a history of human communications, and why social media channels are providing new opportunities to directly influence customer behavior. He will explain how social media can be harnessed and integrated into “traditional” cross-media campaigns. And finally, what comes next?

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  • 1. TREADAWAY LEADERSHIP FORUM Presentation Title Using Social Media in the Cross-Media Mix Using Social Media in the Cross-Media Mix 1
  • 2. TREADAWAY LEADERSHIP FORUM WHAT I WANT YOU TO GET OUT OF THIS • Why is the communications world changing so fast • An understanding of the Social Media landscape • Strategies for integrating SM into CM campaigns • What is happening right now? • The acceleration of change redefines marketing communications moving forward - fast
  • 3. TREADAWAY LEADERSHIP FORUM Map of the Ancient Silk Road •Journeys open humankind to accelerating information, knowledge, progress
  • 4. TREADAWAY LEADERSHIP FORUM A HISTORY OF HUMAN COMMUNICATIONS • The Silk Road Journey – By Foot – By Water – By Wheel – By Air • How much faster do messages and information to travel… – By Wire – By Radio – By Fiber
  • 5. TREADAWAY LEADERSHIP FORUM The Silk Road Journey • YEARS via Walking – Marco Polo’s Journeys – Traveled Silk Road routes between 1260 to 1269 and 1271 to 1295 – Venice to Beijing on land is approximately 10000 km – Few traveled the way
  • 6. TREADAWAY LEADERSHIP FORUM The Silk Road Journey • MONTHS via the Sea – Mediterranean Sea, Red Sea and Indian Ocean – About 9000 nautical miles one way – Portuguese reached the East by sea via Atlantic in 1498
  • 7. TREADAWAY LEADERSHIP FORUM The Silk Road Journey • WEEKS via the Mechanical Horse – Railroad tracks not completed until 1900 – Truck and automobile still predominant for trade
  • 8. TREADAWAY LEADERSHIP FORUM The Silk Road Journey • DAY via Aircraft – First China Clipper flights in 1935 – Daily Flights between Italy and Beijing today – 12 to 14 hour flight time
  • 9. REAL TIME IMAGE OF AIRCRAFT IN FLIGHT
  • 10. TREADAWAY LEADERSHIP FORUM The NEW Silk Road • MINUTES via Wired – First telegraph line across the English Channel in 1850 – First 36 channel transatlantic cable in 1955 – Now 1.263 billion phones worldwide – Approx 18 per 100 inhabitants globally
  • 11. TREADAWAY LEADERSHIP FORUM Presentation Title Submarine Cables 1901 11
  • 12. TREADAWAY LEADERSHIP FORUM The NEW Silk Road • MINUTES via Wireless – Terrestrial wireless requires microwave towers every 25 miles – Satellite relay 0.25 of a second to reach and return from the satellite – Carries only 1 percent of international traffic due to limited bandwidth
  • 13. TREADAWAY LEADERSHIP FORUM Microwave Antennas and Satellite Relays
  • 14. TREADAWAY LEADERSHIP FORUM The NEW Silk Road • SECONDS via Fiber Optics – Internet Protocol – 100 km between repeaters – First transatlantic cable installed in 1988 – Submarine cables carry terabits per second vs. megabytes per second via satellite
  • 15. New maps of submarine fiber cable networks
  • 16. TREADAWAY LEADERSHIP FORUM The NEW Silk Road • UBIQUITOUS via Wireless Devices – 4.3 billion mobile subscriptions – 57 phones per 100 inhabitants globally – Approaching 5 billion by the end of 2010 – Outpacing all other forms of connection – 4G and WiMax
  • 17. TREADAWAY LEADERSHIP FORUM Comparison chart of subscriber types per 100 inhabitants
  • 18. TREADAWAY LEADERSHIP FORUM COMPUTING DEVICES OVER TIME
  • 19. TREADAWAY LEADERSHIP FORUM Communication Innovation • Between wireless device penetration, transcontinental fiber optic cable and IP connectivity – Two people can talk any time, any where, on demand – Drastically reduced time and cost of messages – Human interaction increases geometrically – Marketing Communications and Advertising included • World Wide Web of Networks and Interconnections
  • 20. Internet Diagram based on the January 15, 2005 data
  • 21. TREADAWAY LEADERSHIP FORUM CYCLES OF INNOVATION
  • 22. TREADAWAY LEADERSHIP FORUM SHIFT HAPPENS
  • 23. TREADAWAY LEADERSHIP FORUM INTERACTIVE IS GROWING
  • 24. TREADAWAY LEADERSHIP FORUM BUT OVERALL SPEND IS FLAT
  • 25. TREADAWAY LEADERSHIP FORUM AS TRADITIONAL DECLINES
  • 26. TREADAWAY LEADERSHIP FORUM IN 2010, DIGITAL SPEND OVERTAKES PRINT
  • 27. TREADAWAY LEADERSHIP FORUM 20th CENTURTY MASS MEDIA BUBBLE
  • 28. TREADAWAY LEADERSHIP FORUM WHY IS THIS HAPPENING? (Here’s the secret)
  • 29. TREADAWAY LEADERSHIP FORUM Presentation Title People want relationships with people… not brands PEOPLE WANT RELATIONSHIPS WITH PEOPLE…NOT BRANDS 30
  • 30. TREADAWAY LEADERSHIP FORUM RETURN OF WORD-OF-MOUTH • Person to Person becomes Many to Many • WOM works because of relationships • Social Media enables human interaction • Interaction occur despite time and distance • Consumers talk to… everyone, everywhere • Brands are no longer in charge • Conversations are über-hyper enabled
  • 31. TREADAWAY LEADERSHIP FORUM LEARNING 21st CENTURY SKILLS Information Consumers Information Producers • Comparison Shopping • Walk the walk • Information Synthesizer • Easily Assessable • Critical Thinking • Reputation is King • Trust is currency • Influence is fungible
  • 32. TREADAWAY LEADERSHIP FORUM “I used to be in advertising. Now I do things” Razorfish Chairman, Clark Kokich • Customer experience is your brand
  • 33. TREADAWAY LEADERSHIP FORUM MARKETER’s USE OF SOCIALMEDIA
  • 34. TREADAWAY LEADERSHIP FORUM “If you can’t explain it simply, you don’t understand it” Albert Einstein
  • 35. TREADAWAY LEADERSHIP FORUM INCREASING NUMBERS OF FISH
  • 36. TREADAWAY LEADERSHIP FORUM Q: “ Willie, Why do you rob banks? ” A: “ ‘Cause that’s where the money is. ” Willie Sutton
  • 37. TREADAWAY LEADERSHIP FORUM WHO DO YOU TRUST?
  • 38. TREADAWAY LEADERSHIP FORUM “Trust, but verify” Ronald Reagan
  • 39. TREADAWAY LEADERSHIP FORUM HOW DO YOU COMMUNICATE?
  • 40. TREADAWAY LEADERSHIP FORUM Focusing in on the players LinkedIn Facebook Twitter
  • 41. TREADAWAY LEADERSHIP FORUM LINKEDIN DEGRESS OF CONNECTIONS
  • 42. TREADAWAY LEADERSHIP FORUM 400 MILLION ACTIVE USERS
  • 43. TREADAWAY LEADERSHIP FORUM EACH REACHES ABOUT… 150 OTHERS…
  • 44. TREADAWAY LEADERSHIP FORUM AND THEY REACH 150 MORE…
  • 45. TREADAWAY LEADERSHIP FORUM TWITTER FOLLOWERS
  • 46. My Social Graph
  • 47. TREADAWAY LEADERSHIP FORUM Neuron Diagram Humans: The Ultimate Network of Networks
  • 48. TREADAWAY LEADERSHIP FORUM HOW DO WE TAP IN?
  • 49. TREADAWAY LEADERSHIP FORUM Presentation Title Marketing & the Act of Direct Influencing MARKETING & THE ACT OF DIRECT INFLUENCING 50
  • 50. TREADAWAY LEADERSHIP FORUM DIALING IT IN
  • 51. TREADAWAY LEADERSHIP FORUM Presentation Title The Conversation Prism 52
  • 52. TREADAWAY LEADERSHIP FORUM TRADITIONAL CROSS-MEDIA THINKING
  • 53. TREADAWAY LEADERSHIP FORUM CONTENT FINALLY RULES
  • 54. TREADAWAY LEADERSHIP FORUM FEED THE NEW CHANNELS
  • 55. TREADAWAY LEADERSHIP FORUM STRATEGY & TACTICS • Create Once Publish Often • Build Circles of Trust and Influence • Roadmaps to Success • Track and Measure Every Touchpoint
  • 56. TREADAWAY LEADERSHIP FORUM SEED THE CLOUDS
  • 57. TREADAWAY LEADERSHIP FORUM CIRCLES OF TRUST & INFLUENCE → Initiate Conversations → Cultivate Recommendations → Establish Reputation → Influence Perception
  • 58. TREADAWAY LEADERSHIP FORUM MESSAGING ROADMAPS
  • 59. TREADAWAY LEADERSHIP FORUM TOUCHPOINT TRACKING
  • 60. TREADAWAY LEADERSHIP FORUM Presentation Title Marketing & the Execution of Direct Influence 61
  • 61. TREADAWAY LEADERSHIP FORUM DYNAMIC DUO
  • 62. TREADAWAY LEADERSHIP FORUM
  • 63. TREADAWAY LEADERSHIP FORUM
  • 64. TREADAWAY LEADERSHIP FORUM
  • 65. TREADAWAY LEADERSHIP FORUM
  • 66. TREADAWAY LEADERSHIP FORUM Get Your Lumpy Here
  • 67. TREADAWAY LEADERSHIP FORUM Tell You Friends, who tell there friends, who…
  • 68. TREADAWAY LEADERSHIP FORUM What’s In Your OLD Fridge?
  • 69. TREADAWAY LEADERSHIP FORUM CROSS-MEDIA ROADMAP
  • 70. TREADAWAY LEADERSHIP FORUM Email Sharing
  • 71. TREADAWAY LEADERSHIP FORUM Facebook Ads
  • 72. TREADAWAY LEADERSHIP FORUM
  • 73. TREADAWAY LEADERSHIP FORUM REFERAL
  • 74. TREADAWAY LEADERSHIP FORUM Twitter
  • 75. TREADAWAY LEADERSHIP FORUM WHAT’S NEXT? • Cause Marketing • Location Based Services
  • 76. TREADAWAY LEADERSHIP FORUM PEPSI REFRESH
  • 77. TREADAWAY LEADERSHIP FORUM LOCATION, LOCATION, LOCATION
  • 78. TREADAWAY LEADERSHIP FORUM TAKE AWAYS • Hang on – Shift Happens • The Network is the Human Race • Reputation – Influence – Conversations – Relationships • Direct Influence in Action • Next?
  • 79. TREADAWAY LEADERSHIP FORUM You’ll always miss You’ll always miss 100% 100% of the shots of the shots you don’t take you don’t take.
  • 80. TREADAWAY LEADERSHIP FORUM NETWORK WITH ME Jeffrey Stewart Partner/Chief Technical Officer Trekk Cross-Media Email: stew@trekk.com Twitter Handle: JeffreyAStewart Facebook: JAStewart LinkedIn: jeffreyastewart Tumblr: jastewart.tumblr.com

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