A Social Media Evolution
What’s Next?
Jeffrey Stewart. CTO Trekk Cross-Media

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

The Mass Media
Bubble

Rise of Digital Media

Waaayyy Back In

Presidential Campaign Trends
“Thomas Jefferson used newspapers to win the presidency, 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 sense of
f
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
p p
behind?
How many heard mention of
Twitter
This time last year?

Tonight Show with Conan O’Brien

Late Night with
Jimmy Fallon
The Bryan
Brinkman
Experiment
@bryanbrinkman

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

Where Are We Now?

Whitehouse Open
for Questions?

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

The Change Constant

Biz Stone on where change originates

But Many Do Get It

It’s about Reputation and Influence

What are they Doing ?
• Status
• Blogs
• Wiki’s A meme (pronounced /ˈmiːm/,
• Discussions rhyming with "cream"[1]) is a
cream ),
postulated unit or element of
• Reviews cultural ideas, symbols or
practices, and is transmitted from
one mind to another through
speech, gestures, rituals, or other
imitable phenomena.

Bookmark Sharing

Looking For Something

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

Your Social Graph

How many
degrees
away are
you from
Kevin
Bacon?

Ads can become Socially Aware …Bad?

Where are we Going ?
g

Is your next laptop in the Clouds?

Or via wireless
and mobile

Will we use Real-Time Search?

Redfines Email,
Messaging, Collaboration?

Can it search the Semantic Web?

“We turn the world of blogs into math”
"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

Skittles.com

You can plug into the
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
•Semantic Search
Structures
Microfomats

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

Create
message
Roadmaps
to strategically
engage

Define and Track
Touchpoints
for measuring ROI

Integrate
Campaign
Tactics
with
‘Traditional’
Cross
Media

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

Jeffrey
Stewart
Partner, CTO
Phone: 815.262.7252
Fax: 815.962.2189
stew@trekk.com
www.Trekk.com
Twitter.com/JeffreyAStewart
Facebook.com/JAStewart
LinkedIn.com/in/jeffreyastewart