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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 …

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