Social Media – The Ultimate Brand Influencer

576 views
539 views

Published on

Converge - Social Media – The Ultimate Brand Influencer

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
576
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
14
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Stewart discusses where we’ve been, where we are and where we’re going in social networking. He’ll also look at the social media tools for sharing content and explain how all that sharing can help generate viral activity, influence others into action and ultimately establish you or your brand’s reputation in the online world.
  • In looking over the major printing processes and understanding the characteristics and capabilities unique to each one, you can see that there’s a place for each printing process in today’s market. If you want to print a million copies of a catalog, for example, gravure would be a better choice than, say, letterpress. If you chose letterpress instead, your grandchildren will have to finish the print run for you. If you want a T-shirt printed it’s best to use the screen printing method instead of, say, a digital process. It’s very hard to get t-shirts through photocopiers. You get the picture. The diversity of printed products in our world necessitates the existence of all the printing processes available to us. And who knows what the future will bring?
  • ZenithOptimedia, April 2009 http://www.zenithoptimedia.com/about/news/
  •   US Advertising Expenditure By Medium ( US$ million, current prices)   2007 ($x000) 2008 2009 2010 2011 Newspapers $128,553 121,636 107,005 102,651 102,866 Magazines 57,789 55,136 49,046 47,549 48,155 Television 178,169 183,277 173,158 179,146 186,573 Radio 38,198 37,361 33,621 33,204 34,041 Cinema 2,287 2,421 2,336 2,472 2,675 Outdoor 30,546 31,395 29,276 29,914 31,792 Internet 41,352 49,994 54,298 60,438 69,695 Total   476,894 481,219 448,740 455,373 475,797 Source: ZenithOptimedia, April 2009  
  • http://www.clarkkokichblog.com/?p=530 ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1235-36 | Added on Thursday, October 29, 2009, 07:22 PM As Nielsen BuzzMetrics' Pete Blackshaw likes to say, "Customer service is the new media department."
  • http://vodpod.com/watch/1747819-viral-video-twitter-tracker-massacres-blue-birdies-on-cocos-tonight-show
  • http://www.urlesque.com/2009/03/12/jimmy-fallon-conducts-the-brian-brinkman-twitter-experiment/
  • http://www.petmarmoset.net/blog/2009/03/08/jon-stewart-shakes-his-fist-at-twitter/
  • Google Moderator via AppEngine
  • http://www.guardian.co.uk/media/pda/2009/apr/03/twitter-startups
  • http://www.slideshare.net/heliett/socialmediamarketingindustryreport-1414614
  • J Patrick Bewley: The importance of reccomendation engines Social Relevancy Rank
  • Trusted sources used to gather information for purchasing decisions http://www.emarketer.com/Article.aspx?R=1007349 ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1074-75 | Added on Wednesday, October 28, 2009, 08:30 PMAccording to a landmark 2004 Yankelovich study, 65% of consumers give serious credit to WOM testimonials—versus 27% who say they are influenced by advertising.
  • the social Web — has done for social graphs is make them much more actionable and scalable. Social Relevancy Rank Razorfish defines the social graph as the network of personal connections through which people communicate and share information online. The portable social graph will fuel marketing innovation. Arguably, the most successful manifestations of the social graph we’ve seen so far are in the news feeds and activity streams that reside on social platforms like Facebook and Twitter. Social Object Theory: The Secret Ingredient for Powering Social Influence Marketing Campaigns Jaiku, a social platform that lets people share their online activity streams. “ the reason people connect with each particular other and not something else.” Twitter propagates different types of social objects, too. The object is frequently a URL, but users often become the object since usernames can be shared.
  • http://www.youtube.com/watch?v=sIFYPQjYhv8
  •   INFLUENCE THE INFLUENCERS OR DIRECT INFLUENCE? http://www.trekk.com/blogs/stew/default.aspx?id=3972
  • The Chaos Scenario (Bob Garfield) - Highlight Loc. 855 | Added on Tuesday, October 27, 2009, 08:49 PM Virality isn't a strategy; it's a fluke. ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 917 | Added on Tuesday, October 27, 2009, 10:05 PM "But, yes, 'interest-based,' that's the same thing." ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1054-56 | Added on Wednesday, October 28, 2009, 08:27 PM Things have changed. The Internet is a word of mouth engine. Sure, binary code is what makes it all work, but the fuel of the digital age is the instinct to share information, whether in social networks like Facebook and MySpace, blogs, Craigslist and Angie's List, Twitter, Digg or YouTube. Even Google. ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1071-72 | Added on Wednesday, October 28, 2009, 08:29 PM Both exemplify how human beings flock to other human beings they identify with and trust. ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1072-73 | Added on Wednesday, October 28, 2009, 08:30 PM The collapse of the traditional mass-media/mass-marketing model is being accompanied by digital mechanisms for fluid communication among consumers, who trust ========== The Chaos Scenario (Bob Garfield) - Bookmark Loc. 1074 | Added on Wednesday, October 28, 2009, 08:30 PM ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1074-75 | Added on Wednesday, October 28, 2009, 08:30 PM According to a landmark 2004 Yankelovich study, 65% of consumers give serious credit to WOM testimonials—versus 27% who say they are influenced by advertising. ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1125-31 | Added on Wednesday, October 28, 2009, 08:59 PM 1) Listen to the conversation 2) Better yet, host the conversation. 3) Offer that community a stake in your enterprise. 4) Practice jujitsu. 5) Sneeze in public. 6) Have a story to tell. 7) What's in it for us? Not you. Us. 8) Behave yourself. 9) Remember Siegfried and Roy. Especially Roy. 10) Pray for Serenity ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1141 | Added on Wednesday, October 28, 2009, 09:00 PM Data mined from online conversations is vastly better than the best focus group ever convened. ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1235-36 | Added on Thursday, October 29, 2009, 07:22 PM As Nielsen BuzzMetrics' Pete Blackshaw likes to say, "Customer service is the new media department." ========== The Chaos Scenario (Bob Garfield) - Bookmark Loc. 1394 | Added on Thursday, October 29, 2009, 09:10 PM ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1533-34 | Added on Tuesday, November 03, 2009, 08:38 PM The oft-cited power of WOM, of course, is that we all tend to deem more credible information passed on by people we know personally. ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1643-44 | Added on Tuesday, November 03, 2009, 09:09 PM In fact, to be properly visionary on this subject, you must begin by looking way back to the future. ==========
  • Technology such as OpenID, Facebook Connect, Google Friend Connect and Microsoft Live have created new ways for marketers and consumers to take advantage of their social graph as they travel the Web. the boundaries between the corporate Web site and the intranet are blurring. Your employees want to collaborate and share knowledge with peers who work outside your organization too. Recent announcements by YouTube, Xbox and Nintendo indicating their intent to implement Facebook Connect on their sites and devices shows the growing acceptance of the cross-sharing of content and social graphs. Compete.com estimates that over 64 million consumers used the service in the month of May 2009. 1. Quick registration 2. Improved social utility 3. Data, data, data Content from your site, including the results of polls, quizzes, transactions, etc. can also be published to your user’s Facebook Wall for all to see (and link to). Enabling portable social graphs allows marketers to assemble user profiles of customers and their habits, including whom they turn to for recommendations and whom they trust most when they’re making decisions.
  • Facebook Connect
  • Some brands are extending the concept of their web presence to litterally use external platforms. If you can’t beet the, join them!
  • Social Media – The Ultimate Brand Influencer

    1. 1. Social Media – The Ultimate Brand Influencer Jeffrey Stewart CTO, Trekk Cross-Media
    2. 2. Agenda <ul><li>Why </li></ul><ul><li>What </li></ul><ul><li>When </li></ul><ul><li>How </li></ul>
    3. 3. Interactive Marketing Spend Expected to GROW ZenithOptimedia, April 2009
    4. 4. But Over Ad Spending Remains… Flat
    5. 5. As Traditional Continues to Decline
    6. 6. Why? The Mass Media Bubble
    7. 7. “ I used to be in advertising. Now I do things” <ul><li>Razorfish Chairman, Clark Kokich </li></ul><ul><li>Customer experience is your brand </li></ul>
    8. 8. The Return of Word-of-Mouth <ul><li>WOM works because of personal interaction </li></ul><ul><li>Social Media enables human interaction </li></ul><ul><li>Interaction occur despite time and distance </li></ul><ul><li>Consumers talk to… everyone </li></ul><ul><li>Brands are no longer in charge </li></ul><ul><li>Conversations are über-hyper enabled </li></ul>
    9. 9. People Want Relationships with People…Not Brands
    10. 10. Waaayyy Back In…
    11. 11. Presidential Campaign Trends <ul><li>“ 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 connection and engagement, and dispense with the command and control method of governing to allow people to self-organize to do the work.” </li></ul>- The New York Times
    12. 12. Obama Campaign
    13. 13. Obama Email Stats <ul><li>Email Alerts </li></ul><ul><li>News Releases </li></ul><ul><li>Event Reminders </li></ul><ul><li>Solicitations </li></ul><ul><li>Email Newsletters </li></ul><ul><li>13M+ Addresses </li></ul><ul><li>1B+ Messages </li></ul><ul><li>3M+ Donators </li></ul>
    14. 14. Cause or Effect? The Obama campaign had Unprecedented Social Media usage Could popular culture be too far behind? How many heard mention of Twitter This time last year?
    15. 15. Tonight Show with Conan O’Brien
    16. 16. @bryanbrinkman Late Night with Jimmy Fallon The Bryan Brinkman Experiment
    17. 17. <ul><li>“ Twitter is a passing fad that is sweeping the nation ” </li></ul>- Jon Stewart, 2009
    18. 18. So What’s Changing In…
    19. 19. Open Source Government?
    20. 20. YouTube Videos Open for Business
    21. 21. Open for Questions?
    22. 22. Helen Thomas: Obama “controlling the press” Protector of the Public ? Or protector of the Status Quo ?
    23. 23. The Change Constant
    24. 24. Biz Stone on where change
    25. 25. But Many Do Get It
    26. 26. Marketers’ Use of Social Media Tools
    27. 27. It’s about Reputation and Influence
    28. 28. Why Fish Around with Social Media? <ul><li>You should fish in the pond the fish are in </li></ul>
    29. 29. Finding Fishing For Something
    30. 30. Increasing Numbers of Fish
    31. 31. Trusted sources used to gather information for purchasing decisions Trusted Advisors
    32. 32. How many degrees away are you from Kevin Bacon?
    33. 33. Social Graphs – Sphere of Influence <ul><li>Network of personal connections through which people communicate and share information online </li></ul><ul><li>Social platform that lets people share their online activity streams </li></ul><ul><li>Portable social graph will fuel marketing innovation </li></ul>
    34. 34. Your Social Graph
    35. 35. Does My Book Review Influences Others?
    36. 36. Related Tweets
    37. 37. Bit.ly Short URL Tracking
    38. 38. http://www.youtube.com/watch?v=sIFYPQjYhv8 First I Saw the YouTube Video then…
    39. 39. Don’t Just Take My Word For It <ul><li>About Reputation -Trust – Influence </li></ul><ul><ul><li>Influencer Marketing </li></ul></ul><ul><ul><li>Trust Agents </li></ul></ul><ul><ul><li>Influencer </li></ul></ul><ul><ul><li>Made to Stick </li></ul></ul>http://www.trekk.com/blogs/stew/
    40. 40. Influencer Marketing Who Really Influences Your Customers?
    41. 41. Trust Agents Using the Web to Build Influence, Improve Reputation, and Earn Trust
    42. 42. Influencer The Power to Change Anything
    43. 43. Made to Stick Why Some Ideas Survive and Others Die
    44. 44. What about…
    45. 45. Automated Serendipity <ul><li>The Chaos Scenario </li></ul><ul><li>30 Days of Chaos </li></ul><ul><li>Virality isn't a strategy; it's a fluke </li></ul><ul><li>Internet is a word of mouth engine </li></ul><ul><li>Customer service is the new media department </li></ul><ul><li>Online conversations is vastly better than the best focus group </li></ul><ul><li>Human beings flock to other human beings they identify with and trust </li></ul>
    46. 46. Integrate Integrate Integrate
    47. 49. Skittles.com
    48. 52. Strategy & Tactics <ul><li>Create Once Publish Often </li></ul><ul><li>Build Circles of Trust and Influence </li></ul><ul><li>Roadmaps to Success </li></ul><ul><li>Track and Measure Every Touchpoint </li></ul>
    49. 53. Social graphs can be used to build Circles of Trust and Influence -> Initiate Conversations -> Cultivate Recommendations -> Establish Reputation -> Influence Perception
    50. 54. Seed the Clouds With web-to-everywhere
    51. 55. Create message Roadmaps to strategically engage
    52. 56. Define and Track Touchpoints for measuring ROI
    53. 57. Integrate Campaign Tactics with ‘ Traditional’ Cross Media
    54. 58. Takeaways <ul><li>Why </li></ul><ul><ul><li>The Return of Word-of-Mouth </li></ul></ul><ul><li>What </li></ul><ul><ul><li>Social Graphs: Reputation – Trust – Influence </li></ul></ul><ul><li>When </li></ul><ul><ul><li>The Future is Integration </li></ul></ul><ul><li>How </li></ul><ul><ul><li>Strategy & Tactics </li></ul></ul>
    55. 59. Jeffrey Stewart Partner, CTO   Phone: 815.262.7252 Fax: 815.962.2189 [email_address] www.Trekk.com Twitter.com/JeffreyAStewart Facebook.com/JAStewart LinkedIn.com/in/jeffreyastewart

    ×