Using Social Media in Cross-Media >
Direct Influence
Marketing ?

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

The Mass Media
Bubble

People Want
Relationships w t
Re at o s ps with
People…Not Brands

Interactive Marketing Spend Expected to
Double
to nearly $55 billion by 2014

Waaayyy B k In
W Back

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

Campaign Email
• Email Alerts
• News Releases
N R l
• 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 behind?
How
H many heard mention of
h d ti f
Twitter
This time last year?

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 ”
Jon Stewart, 2009

Where Are We Now?

Open Government?

Whitehouse Open
for Questions?

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

The Change Constant

Biz Stone on where change originates

But Many Do Get It

M k t ’ Use of S i l Media Tools
Marketers’ f Social M di T l

It’s about Reputation and Influence

What are they Doing ?
• Status
• Blogs
• Wiki’s
• Discussions
• Reviews
A meme (pronounced /ˈmiːm/ rhyming with "cream"[1]) is a
A meme (pronounced / miːm/, rhyming with 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 other imitable phenomena.

Bookmark Sharing

Finding
Looking For Something

Social network and blogging sites are
now the f
fourth most popular activity
h
on the Internet activity y
• 300M+ Facebook Users
• 50% log on any given day
• Fastest growing segment
g g g
•35 years and older
• 6B minutes of use each day
•Average of130 friends each
•Average of130 friends each

My Book
Review
Post

Related Tweets

Bit.ly
Bit ly Short URL Tracking

Recommendation
To My Friends
y
http://www.youtube.com/watch?v=sIFYPQjYhv8

Your Social Graph

How many degrees away are you from Kevin Bacon?

Ads can become Socially Aware …Bad?

And connect to Your social graph
g p

Where are we Going ?

Quotables
“The World Wide Web
The Web, “Make everything as
Make e er thing
as we know it, is only simple as possible,
5,000 days old” but not simpler.”
“By 2040, the web will “Clouds look as one
exceed h
d humanity in
it i from a di t
f distance, but if
b t
processing power” you see them nearby,
they show themselves
as disorderly drops of
water”
Kevin Kelly Albert Einstein

Is your next laptop in the Clouds?

Or via wireless
and mobile

Will we use Real-Time Search?

Redfines E il
Email,
Messaging, Collaboration?

Can it search the Semantic Web?

“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 ?

Integrate Integrate Integrate
g

Skittles.com
Skittles com

→ Initiate Conversations
→ Cultivate Recommendations
→ Establish Reputation
→ Influence Perception
→ Influence Perception
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
R f Fi d
•Semantic Search
Structures
Microfomats

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
The time is now to start adopting
Influence Marketing

Integrate
Campaign
Tactics
with
‘Traditional’
Cross
Media
“Fish in
the ponds
where the
fish are”

Direct Mail and Email

Mobile Devices

Twitter

Facebook

X
M
I
D

Dynamic Duo

Get Your L
Lumpy Here

Tell You Friends, who tell there friends,
who…

Takeaways
• Change is Constant
g
– and it is accelerating
• Social Media is not a Fad
– b the name is a fad
but h i f d
• We are returning to Word of Mouth
– but in Ubër-Hyper mode
Ubër Hyper
• Social Media is about Relationship
– start conversations via cross-media
• The Future is Influence Marketing
– And the future is now

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