Web, Mobile, Social Media, Cross-Media and Education

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Presentation given to the San Antonio American Marketing Association (AMA) chapter

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Web, Mobile, Social Media, Cross-Media and Education

  1. 1. Web, Mobile, Social Media, Cross-Media and Education
  2. 2. Let’s Talk • A Brief History • Then vs. Now • Current Trends • X-Media In Action • Takeaways
  3. 3. •Journeys open humankind to accelerating information, knowledge, progress Map of the Ancient Silk Road
  4. 4. The Silk Road Journey • YEARS via Walking – Marco Polo’s Journeys – Traveled Silk Road routes between 1260 to 1269 and 1271 to 1295 – Venice to Beijing on land is approximately 10000 km – Few traveled the entire way
  5. 5. The Silk Road Journey • MONTHS via the Sea – Mediterranean Sea, Red Sea and Indian Ocean – About 9000 nautical miles one way – Portuguese reached the East by sea via Atlantic in 1498
  6. 6. The Silk Road Journey • WEEKS via the Mechanical Horse – Railroad tracks not completed until 1900 – Truck and automobile still predominant for trade
  7. 7. The Silk Road Journey • DAY via Aircraft – First China Clipper flights in 1935 – Daily Flights between Italy and Beijing today – 12 to 14 hour flight time
  8. 8. The NEW Silk Road • HOURS via Wired – First telegraph line across the English Channel in 1850 – First 36 channel transatlantic cable in 1955 – Now 1.263 billion phones worldwide – Approx 18 per 100 inhabitants globally
  9. 9. The NEW Silk Road • MINUTES via Wireless – Terrestrial wireless requires microwave towers every 25 miles – Satellite relay 0.25 of a second to reach and return from the satellite – Carries only 1 percent of international traffic due to limited bandwidth
  10. 10. The NEW Silk Road • SECONDS via Fiber Optics – Internet Protocol – 100 km between repeaters – First transatlantic cable installed in 1988 – Submarine cables carry terabits per second vs. megabytes per second via satellite
  11. 11. The NEW Silk Road • UBIQUITOUS via Wireless Devices – 4.3 billion mobile subscriptions – 57 phones per 100 inhabitants globally – Approaching 5 billion by the end of 2010 – Outpacing all other forms of connection – 4G and WiMax
  12. 12. Comparison chart of subscriber types per 100 inhabitants
  13. 13. Communication Innovation • Between wireless device penetration, transcontinental fiber optic cable, IP connectivity, and cloud services – Two people can talk any time, anywhere, on demand – Drastically reduced time and cost of messaging – Human interaction increases geometrically – World Wide Web of Networks and Interconnections – Anyone can now learn anything from anyone at anytime
  14. 14. Internet Diagram based on the January 15, 2005 data
  15. 15. 400 MILLION ACTIVE USERS
  16. 16. EACH REACHES ABOUT… 150 OTHERS…
  17. 17. AND THEY REACH 150 MORE…
  18. 18. My Social Graph
  19. 19. Humans: The Ultimate Network of Networks
  20. 20. Then vs. Now
  21. 21. Personal Computer Then Now
  22. 22. Internet Access Then Now
  23. 23. Portable Music Then Now
  24. 24. Watching Video Then Now
  25. 25. Gaming Systems Then Now
  26. 26. Mobile Phone Then Now
  27. 27. Then vs. Now Digital NativeDigital Immigrants
  28. 28. Trends “Science fiction does not remain fiction for long. And certainly not on the Internet.” — Vinton Cerf “The Internet is just a world passing around notes in a classroom.” — Jon Stewart
  29. 29. What are the Current Trends? • Everything is Digital – Everything – All businesses and economies are affected • Social and Collaborative Networks – in the Clouds – Students are Social and Collaborative Beings • Rise of Devices – The Internet of Things is coming, get on board
  30. 30. Current Trend: Everything is Digital – Everything • Audio / Video • Encyclopedia / Books • Even DNA Sequences
  31. 31. Audio, Video, Books, … Conversation “What is the use of a book’, thought Alice, ‘without pictures or conversations?’” — Lewis Carroll
  32. 32. Current Trend: Networking and Collaboration – In the Clouds • Cloud Computing • Social Networks • Crowdsourcing Education
  33. 33. The Internet is the Cloud "The Internet is the first thing that humanity has built that humanity doesn't understand, the largest experiment in anarchy that we have ever had.“ — Eric Schmidt, CEO “The Net treats censorship as a defect and routes around it.” —John Gilmore, Activist
  34. 34. Social Media Landscape
  35. 35. Current Trend: Rise of Mobile Devices • Progression of Devices • Devices in Classrooms • Mobile, Mobile, Mobile • Devices in the workplace
  36. 36. Paperless Society? "If civilization has risen from the Stone Age, it can rise again from the Wastepaper Age." — Jacques Barzun
  37. 37. Progression of Computing Devices
  38. 38. Wireless Internet
  39. 39. Year of the Smartphone
  40. 40. Netbooks and Tablets and Pad, Oh My
  41. 41. Ready for the Future? "The future is already here—it's just not very evenly distributed.“ - William Gibson, Author
  42. 42. SHIFT HAPPENS
  43. 43. INTERACTIVE ISGROWING
  44. 44. BUT OVERALL SPEND IS FLAT
  45. 45. AS TRADITIONAL DECLINES
  46. 46. DIGITAL OVERTAKES PRINT
  47. 47. 20th CENTURTY MASS MEDIA BUBBLE
  48. 48. FROM EVERYONE - AUDIENCE OF ONE
  49. 49. INFLUENCING WITH CROSS-MEDIA • Audience Segmentation • Personalization / Relevancy • Multiple Touch, Multiple Channels • Measurable and Manageable
  50. 50. WEB-TO-EVERYWHERE
  51. 51. FEEDING ALL THE CHANNELS
  52. 52. DEFINE AND TRACK TOUCHPOINTS
  53. 53. MEASURE THE RESPONSE - WHY?
  54. 54. WHAT ME MEASURE? Then and Now
  55. 55. DIRECT MAIL + EMAIL + SOCIAL MEDIA = MORE CLICKS!
  56. 56. Cross-Media Tactics • Roadmap • Variable Data Print • Personalized URLs • E-Mail Marketing • Launch & Learn
  57. 57. Roadmap to Success
  58. 58. 80’s
  59. 59. 90’s
  60. 60. 00’s
  61. 61. Facebook + Email + Print = Results
  62. 62. Takeaways • Historical Acceleration of Change • Digital Natives vs. Digital Immigrants • Mobile is Soon to be the New Normal • Multi-Touch Multi-Channel Works • Launch & Learn Everything is Digital and Always available On Demand by Everyone who are Inter-Connected via The Cloud which is Everywhere.
  63. 63. Network with me Jeffrey Stewart Partner/Chief Technical Officer Trekk Cross-Media Email: stew@trekk.com Twitter Handle: JeffreyAStewart Facebook: JAStewart LinkedIn: jeffreyastewart Tumblr: jastewart.tumblr.com

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