TREADAWAY LEADERSHIP FORUM
                                                 Presentation Title




Using Social Media in t...
TREADAWAY LEADERSHIP FORUM




WHAT I WANT YOU TO GET OUT OF THIS

•   Why is the communications world changing so fast
• ...
TREADAWAY LEADERSHIP FORUM




Map of the Ancient Silk Road

 •Journeys open humankind to
 accelerating information, knowl...
TREADAWAY LEADERSHIP FORUM




A HISTORY OF HUMAN COMMUNICATIONS

• The Silk Road Journey
   – By Foot
   – By Water
   – ...
TREADAWAY LEADERSHIP FORUM




The Silk Road Journey

• YEARS via Walking
   – Marco Polo’s Journeys
   – Traveled Silk Ro...
TREADAWAY LEADERSHIP FORUM




The Silk Road Journey

                        • MONTHS via the Sea
                       ...
TREADAWAY LEADERSHIP FORUM




The Silk Road Journey

• WEEKS via the Mechanical
  Horse
   – Railroad tracks not
     com...
TREADAWAY LEADERSHIP FORUM




The Silk Road Journey

                        • DAY via Aircraft
                         ...
REAL TIME IMAGE OF AIRCRAFT IN FLIGHT
TREADAWAY LEADERSHIP FORUM




The NEW Silk Road

                    • MINUTES via Wired
                      – First te...
TREADAWAY LEADERSHIP FORUM
                                     Presentation Title




Submarine Cables 1901




         ...
TREADAWAY LEADERSHIP FORUM




The NEW Silk Road

• MINUTES via Wireless
  – Terrestrial wireless
    requires microwave
 ...
TREADAWAY LEADERSHIP FORUM




Microwave Antennas and Satellite Relays
TREADAWAY LEADERSHIP FORUM




The NEW Silk Road

• SECONDS via Fiber Optics
   – Internet Protocol
   – 100 km between re...
New maps of submarine fiber cable networks
TREADAWAY LEADERSHIP FORUM




The NEW Silk Road

                    • UBIQUITOUS via Wireless Devices
                  ...
TREADAWAY LEADERSHIP FORUM




Comparison chart of subscriber types per 100
inhabitants
TREADAWAY LEADERSHIP FORUM




COMPUTING DEVICES OVER TIME
TREADAWAY LEADERSHIP FORUM




Communication Innovation

• Between wireless device penetration, transcontinental
  fiber o...
Internet Diagram based on the January 15, 2005 data
TREADAWAY LEADERSHIP FORUM




CYCLES OF INNOVATION
TREADAWAY LEADERSHIP FORUM




SHIFT HAPPENS
TREADAWAY LEADERSHIP FORUM




INTERACTIVE IS GROWING
TREADAWAY LEADERSHIP FORUM




BUT OVERALL SPEND IS FLAT
TREADAWAY LEADERSHIP FORUM




AS TRADITIONAL DECLINES
TREADAWAY LEADERSHIP FORUM




IN 2010, DIGITAL SPEND
OVERTAKES PRINT
TREADAWAY LEADERSHIP FORUM




20th CENTURTY MASS MEDIA BUBBLE
TREADAWAY LEADERSHIP FORUM




WHY IS THIS HAPPENING? (Here’s the secret)
TREADAWAY LEADERSHIP FORUM
                                                Presentation Title




 People want relationshi...
TREADAWAY LEADERSHIP FORUM




RETURN OF WORD-OF-MOUTH

•   Person to Person becomes Many to Many
•   WOM works because of...
TREADAWAY LEADERSHIP FORUM




LEARNING 21st CENTURY SKILLS


Information Consumers       Information Producers
• Comparis...
TREADAWAY LEADERSHIP FORUM




“I used to be in advertising.
                Now I do things”


               Razorfish C...
TREADAWAY LEADERSHIP FORUM




MARKETER’s USE OF SOCIALMEDIA
TREADAWAY LEADERSHIP FORUM




“If you can’t explain it simply,
        you don’t understand it”


                       ...
TREADAWAY LEADERSHIP FORUM




INCREASING NUMBERS OF FISH
TREADAWAY LEADERSHIP FORUM




Q: “ Willie, Why do you rob banks? ”

A: “ ‘Cause that’s where the money is. ”

           ...
TREADAWAY LEADERSHIP FORUM




WHO
DO
YOU
TRUST?
TREADAWAY LEADERSHIP FORUM




“Trust, but verify”

                  Ronald Reagan
TREADAWAY LEADERSHIP FORUM




HOW DO YOU COMMUNICATE?
TREADAWAY LEADERSHIP FORUM




Focusing in on the players




                   LinkedIn
                  Facebook
     ...
TREADAWAY LEADERSHIP FORUM




LINKEDIN DEGRESS OF CONNECTIONS
TREADAWAY LEADERSHIP FORUM




400 MILLION ACTIVE USERS
TREADAWAY LEADERSHIP FORUM




EACH REACHES ABOUT…   150 OTHERS…
TREADAWAY LEADERSHIP FORUM




AND THEY REACH 150 MORE…
TREADAWAY LEADERSHIP FORUM




TWITTER FOLLOWERS
My Social Graph
TREADAWAY LEADERSHIP FORUM




Neuron Diagram




           Humans:
             The Ultimate Network of Networks
TREADAWAY LEADERSHIP FORUM




HOW DO WE TAP IN?
TREADAWAY LEADERSHIP FORUM
                                                 Presentation Title




Marketing & the Act of ...
TREADAWAY LEADERSHIP FORUM




     DIALING IT IN
TREADAWAY LEADERSHIP FORUM
                                      Presentation Title




The Conversation Prism




       ...
TREADAWAY LEADERSHIP FORUM




TRADITIONAL CROSS-MEDIA THINKING
TREADAWAY LEADERSHIP FORUM




CONTENT FINALLY RULES
TREADAWAY LEADERSHIP FORUM




FEED THE NEW CHANNELS
TREADAWAY LEADERSHIP FORUM




    STRATEGY & TACTICS

•   Create Once Publish Often
•   Build Circles of Trust and Influe...
TREADAWAY LEADERSHIP FORUM




SEED THE CLOUDS
TREADAWAY LEADERSHIP FORUM




  CIRCLES OF TRUST & INFLUENCE




→ Initiate Conversations

→ Cultivate Recommendations

→...
TREADAWAY LEADERSHIP FORUM




MESSAGING
ROADMAPS
TREADAWAY LEADERSHIP FORUM




TOUCHPOINT
TRACKING
TREADAWAY LEADERSHIP FORUM
                                                Presentation Title




Marketing & the Executio...
TREADAWAY LEADERSHIP FORUM




DYNAMIC DUO
TREADAWAY LEADERSHIP FORUM
TREADAWAY LEADERSHIP FORUM
TREADAWAY LEADERSHIP FORUM
TREADAWAY LEADERSHIP FORUM
TREADAWAY LEADERSHIP FORUM




Get Your Lumpy Here
TREADAWAY LEADERSHIP FORUM




Tell You Friends, who tell there friends,
who…
TREADAWAY LEADERSHIP FORUM




What’s In Your OLD Fridge?
TREADAWAY LEADERSHIP FORUM




CROSS-MEDIA ROADMAP
TREADAWAY LEADERSHIP FORUM




Email Sharing
TREADAWAY LEADERSHIP FORUM




Facebook Ads
TREADAWAY LEADERSHIP FORUM
TREADAWAY LEADERSHIP FORUM




REFERAL
TREADAWAY LEADERSHIP FORUM




Twitter
TREADAWAY LEADERSHIP FORUM




WHAT’S NEXT?

• Cause Marketing
• Location Based Services
TREADAWAY LEADERSHIP FORUM




PEPSI REFRESH
TREADAWAY LEADERSHIP FORUM




LOCATION, LOCATION, LOCATION
TREADAWAY LEADERSHIP FORUM




TAKE AWAYS

•   Hang on – Shift Happens
•   The Network is the Human Race
•   Reputation – ...
TREADAWAY LEADERSHIP FORUM




                        You’ll always miss
You’ll always miss 100% 100% of the shots
      ...
TREADAWAY LEADERSHIP FORUM




NETWORK WITH ME
              Jeffrey Stewart
              Partner/Chief Technical Officer...
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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 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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2010 Treadaway Leadership Forum Using Social Media In The Cross Media Mix

  1. 1. TREADAWAY LEADERSHIP FORUM Presentation Title Using Social Media in the Cross-Media Mix Using Social Media in the Cross-Media Mix 1
  2. 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. 3. TREADAWAY LEADERSHIP FORUM Map of the Ancient Silk Road •Journeys open humankind to accelerating information, knowledge, progress
  4. 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. 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. 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. 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. 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. 9. REAL TIME IMAGE OF AIRCRAFT IN FLIGHT
  10. 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. 11. TREADAWAY LEADERSHIP FORUM Presentation Title Submarine Cables 1901 11
  12. 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. 13. TREADAWAY LEADERSHIP FORUM Microwave Antennas and Satellite Relays
  14. 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. 15. New maps of submarine fiber cable networks
  16. 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. 17. TREADAWAY LEADERSHIP FORUM Comparison chart of subscriber types per 100 inhabitants
  18. 18. TREADAWAY LEADERSHIP FORUM COMPUTING DEVICES OVER TIME
  19. 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. 20. Internet Diagram based on the January 15, 2005 data
  21. 21. TREADAWAY LEADERSHIP FORUM CYCLES OF INNOVATION
  22. 22. TREADAWAY LEADERSHIP FORUM SHIFT HAPPENS
  23. 23. TREADAWAY LEADERSHIP FORUM INTERACTIVE IS GROWING
  24. 24. TREADAWAY LEADERSHIP FORUM BUT OVERALL SPEND IS FLAT
  25. 25. TREADAWAY LEADERSHIP FORUM AS TRADITIONAL DECLINES
  26. 26. TREADAWAY LEADERSHIP FORUM IN 2010, DIGITAL SPEND OVERTAKES PRINT
  27. 27. TREADAWAY LEADERSHIP FORUM 20th CENTURTY MASS MEDIA BUBBLE
  28. 28. TREADAWAY LEADERSHIP FORUM WHY IS THIS HAPPENING? (Here’s the secret)
  29. 29. TREADAWAY LEADERSHIP FORUM Presentation Title People want relationships with people… not brands PEOPLE WANT RELATIONSHIPS WITH PEOPLE…NOT BRANDS 30
  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. 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. 32. TREADAWAY LEADERSHIP FORUM “I used to be in advertising. Now I do things” Razorfish Chairman, Clark Kokich • Customer experience is your brand
  33. 33. TREADAWAY LEADERSHIP FORUM MARKETER’s USE OF SOCIALMEDIA
  34. 34. TREADAWAY LEADERSHIP FORUM “If you can’t explain it simply, you don’t understand it” Albert Einstein
  35. 35. TREADAWAY LEADERSHIP FORUM INCREASING NUMBERS OF FISH
  36. 36. TREADAWAY LEADERSHIP FORUM Q: “ Willie, Why do you rob banks? ” A: “ ‘Cause that’s where the money is. ” Willie Sutton
  37. 37. TREADAWAY LEADERSHIP FORUM WHO DO YOU TRUST?
  38. 38. TREADAWAY LEADERSHIP FORUM “Trust, but verify” Ronald Reagan
  39. 39. TREADAWAY LEADERSHIP FORUM HOW DO YOU COMMUNICATE?
  40. 40. TREADAWAY LEADERSHIP FORUM Focusing in on the players LinkedIn Facebook Twitter
  41. 41. TREADAWAY LEADERSHIP FORUM LINKEDIN DEGRESS OF CONNECTIONS
  42. 42. TREADAWAY LEADERSHIP FORUM 400 MILLION ACTIVE USERS
  43. 43. TREADAWAY LEADERSHIP FORUM EACH REACHES ABOUT… 150 OTHERS…
  44. 44. TREADAWAY LEADERSHIP FORUM AND THEY REACH 150 MORE…
  45. 45. TREADAWAY LEADERSHIP FORUM TWITTER FOLLOWERS
  46. 46. My Social Graph
  47. 47. TREADAWAY LEADERSHIP FORUM Neuron Diagram Humans: The Ultimate Network of Networks
  48. 48. TREADAWAY LEADERSHIP FORUM HOW DO WE TAP IN?
  49. 49. TREADAWAY LEADERSHIP FORUM Presentation Title Marketing & the Act of Direct Influencing MARKETING & THE ACT OF DIRECT INFLUENCING 50
  50. 50. TREADAWAY LEADERSHIP FORUM DIALING IT IN
  51. 51. TREADAWAY LEADERSHIP FORUM Presentation Title The Conversation Prism 52
  52. 52. TREADAWAY LEADERSHIP FORUM TRADITIONAL CROSS-MEDIA THINKING
  53. 53. TREADAWAY LEADERSHIP FORUM CONTENT FINALLY RULES
  54. 54. TREADAWAY LEADERSHIP FORUM FEED THE NEW CHANNELS
  55. 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. 56. TREADAWAY LEADERSHIP FORUM SEED THE CLOUDS
  57. 57. TREADAWAY LEADERSHIP FORUM CIRCLES OF TRUST & INFLUENCE → Initiate Conversations → Cultivate Recommendations → Establish Reputation → Influence Perception
  58. 58. TREADAWAY LEADERSHIP FORUM MESSAGING ROADMAPS
  59. 59. TREADAWAY LEADERSHIP FORUM TOUCHPOINT TRACKING
  60. 60. TREADAWAY LEADERSHIP FORUM Presentation Title Marketing & the Execution of Direct Influence 61
  61. 61. TREADAWAY LEADERSHIP FORUM DYNAMIC DUO
  62. 62. TREADAWAY LEADERSHIP FORUM
  63. 63. TREADAWAY LEADERSHIP FORUM
  64. 64. TREADAWAY LEADERSHIP FORUM
  65. 65. TREADAWAY LEADERSHIP FORUM
  66. 66. TREADAWAY LEADERSHIP FORUM Get Your Lumpy Here
  67. 67. TREADAWAY LEADERSHIP FORUM Tell You Friends, who tell there friends, who…
  68. 68. TREADAWAY LEADERSHIP FORUM What’s In Your OLD Fridge?
  69. 69. TREADAWAY LEADERSHIP FORUM CROSS-MEDIA ROADMAP
  70. 70. TREADAWAY LEADERSHIP FORUM Email Sharing
  71. 71. TREADAWAY LEADERSHIP FORUM Facebook Ads
  72. 72. TREADAWAY LEADERSHIP FORUM
  73. 73. TREADAWAY LEADERSHIP FORUM REFERAL
  74. 74. TREADAWAY LEADERSHIP FORUM Twitter
  75. 75. TREADAWAY LEADERSHIP FORUM WHAT’S NEXT? • Cause Marketing • Location Based Services
  76. 76. TREADAWAY LEADERSHIP FORUM PEPSI REFRESH
  77. 77. TREADAWAY LEADERSHIP FORUM LOCATION, LOCATION, LOCATION
  78. 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. 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. 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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