Beyond Channels                                              March 2010


Trends and ideas that engage, influence, connect...
1) State of Play
    2) Foundation for Authenticity
    3) Where are We Going
    4) Questions & Discussion




2
STATE OF PLAY
“SOCIAL MEDIA”




4
5
    5
MEDIA IS SOCIAL, BUSINESSES CAN SHOULD BE SOCIAL




6
FOUNDATION
ESTABLISHING AN ACTIVATION LAYER AS A FOUNDATION


    AUDIENCE BASED PROGRAMS      Q1         Q2          Q3      Q4


  ...
DIFFERENT FORMS OF ENGAGEMENT ACROSS DIFFERENT PROPERTIES.
EVERY ENCOUNTER MATTERS.




                                  ...
It’s NOT just about the story


10
Transparency   Mutual Respect




                      It’s about the conversation


11
INSIGHT-DRIVEN, REAL-TIME ENGAGEMENT & AUTHENTICITY
AN EVERYDAY PRACTICE
                                               • ...
WHERE ARE WE GOING?
1 MICRO-BROADCASTING




     Twitter, status updates on Facebook, LinkedIn etc.—they
     are all forms of micro-broadcas...
1 Broadcasting activities across multiple networks




15
1 Broadcasting activities to friends and followers




16
2 GOING LOCAL




     Digital interactions are becoming localized. From
     tweetups, to foursquare, to geolocating your...
2 Geolocating & face to face interactions




18
2 Regional segmentation marketing




19
3 AGGREGATION

     Internet users are increasingly becoming used to relevant
     information coming to them vs. them hav...
3 Topic aggregation




21
3 Sprite dashboard




22
4 REAL-TIME COMMUNITY




     Connectivity is increasingly becoming real time as more digital
     experiences move towar...
4 Social merchandising in real-time




24
4 Engaging customers/potential customers in real-time




25
4 Real-time mobile communicaton in social context




26
4 Event based real-time community/conversation




27
5 SOCIAL COMMERCE
     Social commerce is the socialization of the entire
     commerce cycle starting from awareness, mov...
5 Buying off the Facebook wall




29
5 Getting purchase advice from peers




30
5 Collective buying and selling




31
1) Micro-broadcasting
     2) Going Local
     3) Aggregation
     4) Real-time Community
     5) Social Commerce

32
QUESTIONS & DISCUSSION
TJ.Kelly@edelman.com
     @tjkelly42
     LinkedIn.com/tjkelly42




34
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IABCSeattle - TJKelly - Beyond Channels: Social Media Trends

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IABCSeattle's March 16, 2010 Morning Manager event was a home run hit. Fantastic presenter TJ Kelly (@tjkelly42), VP at Edelman Digital, shared great insights and wisdom on trends in social commerce, micro-broadcasting and how social media is changing the way we communicate.

Published in: Business

IABCSeattle - TJKelly - Beyond Channels: Social Media Trends

  1. Beyond Channels March 2010 Trends and ideas that engage, influence, connect & amplify
  2. 1) State of Play 2) Foundation for Authenticity 3) Where are We Going 4) Questions & Discussion 2
  3. STATE OF PLAY
  4. “SOCIAL MEDIA” 4
  5. 5 5
  6. MEDIA IS SOCIAL, BUSINESSES CAN SHOULD BE SOCIAL 6
  7. FOUNDATION
  8. ESTABLISHING AN ACTIVATION LAYER AS A FOUNDATION AUDIENCE BASED PROGRAMS Q1 Q2 Q3 Q4 Consumer Programs Added Building Block - Social Media Relations Corporate Programs Employee Programs Shareholder Programs Media Relations FOUNDATIONAL LAYER ACROSS ALL PROGRAMS Social Media Relations 8 8
  9. DIFFERENT FORMS OF ENGAGEMENT ACROSS DIFFERENT PROPERTIES. EVERY ENCOUNTER MATTERS. Digital It’s important to remember that Engagement social media is part of a broader ecosystem. 9
  10. It’s NOT just about the story 10
  11. Transparency Mutual Respect It’s about the conversation 11
  12. INSIGHT-DRIVEN, REAL-TIME ENGAGEMENT & AUTHENTICITY AN EVERYDAY PRACTICE • Topics of interest, issues • Complaints, compliments LISTEN • Questions • Refine • Target • Preempt IMPROVE ASSESS • Needs • Motivations • Goals • Objectives • Proactively converse ENGAGE • Respond and help • Mitigate or amplify conversation 12
  13. WHERE ARE WE GOING?
  14. 1 MICRO-BROADCASTING Twitter, status updates on Facebook, LinkedIn etc.—they are all forms of micro-broadcasting, a phenomenon where individuals broadcast their activities across multiple social networks and systems 14
  15. 1 Broadcasting activities across multiple networks 15
  16. 1 Broadcasting activities to friends and followers 16
  17. 2 GOING LOCAL Digital interactions are becoming localized. From tweetups, to foursquare, to geolocating your media— people desire to connect with those in their proximity. 17
  18. 2 Geolocating & face to face interactions 18
  19. 2 Regional segmentation marketing 19
  20. 3 AGGREGATION Internet users are increasingly becoming used to relevant information coming to them vs. them having to go out and find it. Digital destinations are increasingly evolving into content rich “dashboards” to meet this demand. 20
  21. 3 Topic aggregation 21
  22. 3 Sprite dashboard 22
  23. 4 REAL-TIME COMMUNITY Connectivity is increasingly becoming real time as more digital experiences move toward communication and interactions which occur instantaneously and without delay 23
  24. 4 Social merchandising in real-time 24
  25. 4 Engaging customers/potential customers in real-time 25
  26. 4 Real-time mobile communicaton in social context 26
  27. 4 Event based real-time community/conversation 27
  28. 5 SOCIAL COMMERCE Social commerce is the socialization of the entire commerce cycle starting from awareness, moving to consideration, purchase and post purchase. 28
  29. 5 Buying off the Facebook wall 29
  30. 5 Getting purchase advice from peers 30
  31. 5 Collective buying and selling 31
  32. 1) Micro-broadcasting 2) Going Local 3) Aggregation 4) Real-time Community 5) Social Commerce 32
  33. QUESTIONS & DISCUSSION
  34. TJ.Kelly@edelman.com @tjkelly42 LinkedIn.com/tjkelly42 34

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