A Social Media Revolution >
       What s
       What’s Next ?
Jeffrey Stewart
  ff
Partner, CTO                      A Social Media Evolution
Phone: 815.262.7252                    > W...
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           ...
Obama Email Updates

•   Email Alerts
•   News Releases
•   Event Reminders
•   Solicitations
•   Email Newsletters
•   13...
Cause or Effect?
                 The Obama campaign had
                   Unprecedented
                        Social M...
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 
                      ...
Organizations have natural defenses
that fight Ch
           Change
  "I would rather be tied up to stakes in the
   I wou...
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/, rhymi...
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...
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
                 ...
Integrate   Integrate Integrate
                          g
SFDC Service Cloud
Skittles.com
Skittles com
API s
API’s
 like those from




                   enable you to manage
                     Connections
                ...
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
                               Me...
Sustain Your Buzz
  Via Streams / Memes/ Waves




                 → Initiate Conversations
                    → Cultiva...
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




                  ...
See your 
  future. 
  future
 Be your 
  future. 
May, make, 
May, make,
 make it, 
 make it. 
     k it
Make your 
  fut...
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
A Social Media Evolution   Whats Next?
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A Social Media Evolution Whats Next?

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In less than 20 years the Internet has evolved from an academic exercise of interconnected computers, to communication systems that redefine corporate communication. From a few thousand static web pages, to always-on on-demand multimedia news and entertainment channels. From providing simple discussion forums and chat rooms to a hugely popular web of experiences for real-time social interaction. So what comes next? Social media will infiltrate and enhance all of our personal and commercial, private and public endeavors faster than you think.

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A Social Media Evolution Whats Next?

  1. 1. A Social Media Revolution > What s What’s Next ?
  2. 2. 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
  3. 3. Where Have We Been? Where Are We Now? Where are we Going ?
  4. 4. The Mass Media Bubble
  5. 5. Rise of Digital Media se o g ta ed a
  6. 6. Social Media’s Global Reach
  7. 7. Waaayyy B k In W Back
  8. 8. 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
  9. 9. Obama Email Updates • Email Alerts • News Releases • Event Reminders • Solicitations • Email Newsletters • 13M+ Addresses • 1B+ Messages
  10. 10. 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?
  11. 11. Tonight Show with Conan O’Brien Twitter Tracker
  12. 12. Late Night with Jimmy Fallon The Bryan Brinkman Experiment @ y @bryanbrinkman
  13. 13. “ Twitter is a passing fad that is sweeping the nation ” John Stewart, 2009
  14. 14. Where Are We Now?
  15. 15. Whitehouse Open for Questions?
  16. 16. Helen Thomas: Helen Thomas: Obama “controlling  the press” Protector of the Public ? Or protector of the Status Q ? S Quo
  17. 17. 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
  18. 18. The Change Constant
  19. 19. Biz Stone on where change originates
  20. 20. But Many Do Get It
  21. 21. 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.
  22. 22. Bookmark Sharing
  23. 23. Finding Looking For Something
  24. 24. Twittering
  25. 25. Googling
  26. 26. Facebooking
  27. 27. Binging
  28. 28. Social network and blogging sites are now the f fourth most popular activity h on the Internet
  29. 29. How many degrees away are you from Kevin Bacon?
  30. 30. Your Social Graph
  31. 31. Don t cross the streams.  Don't cross the streams It would be bad…
  32. 32. Ads can become Socially Aware …Bad?
  33. 33. Some are organized to Deliver Others Not
  34. 34. It’s about Reputation and Influence
  35. 35. Where are we Going ?
  36. 36. Roads? Where we re  Roads? Where we’re going, we don’t need  roads.
  37. 37. 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.
  38. 38. Is your next laptop in the Clouds?
  39. 39. Or via wireless and mobile
  40. 40. Jeremiah Owyang defines 5 Era’s of th Social W b E ’ f the S i l Web
  41. 41. Will we use Real-Time Search?
  42. 42. Redfines Email Email, Messaging, Collaboration?
  43. 43. Can it search the Semantic Web?
  44. 44. “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 ?
  45. 45. Integrate Integrate Integrate g
  46. 46. SFDC Service Cloud
  47. 47. Skittles.com Skittles com
  48. 48. API s API’s like those from enable you to manage Connections between platforms and People
  49. 49. You can p ug into the ou ca plug to t e Pulse of the Web
  50. 50. Social graphs can be used to build Circles of Trust and Influence
  51. 51. 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
  52. 52. Sustain Your Buzz Via Streams / Memes/ Waves → Initiate Conversations → Cultivate Recommendations → Establish Reputation → Establish Reputation → Influence Perceptions → Trust Though Authenticity
  53. 53. Create message Roadmaps to strategically engage
  54. 54. Define and Track Touchpoints To ch oi ts for measuring ROI
  55. 55. In the future, Marketing Communications will be integrated with ALL Media to influence behavior The time is now to start adopting Influence Marketing
  56. 56. See your  future.  future Be your  future.  May, make,  May, make, make it,  make it.  k it Make your  future
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