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Beyond Channels<br />Trends and ideas that engage, influence, connect & amplify <br />March 2010<br />1<br />
TJ KellyVice President, Edelman Digital<br />Based in Edelman’s San Francisco office,<br />All digital initiatives across ...
3<br />OVERVIEW<br /><ul><li>Edelman Overview
Agency vs. Client
Reputation Management
Beyond Channels
Q&A</li></li></ul><li>4<br />1) State of Play<br />2) Foundation for Authenticity<br />3) Where are We Going<br />4) Quest...
STATE OF PLAY<br />
“SOCIAL MEDIA”<br />6<br />
7<br />
MEDIA IS SOCIAL, BUSINESSES CAN SHOULD BE SOCIAL<br />8<br />
FOUNDATION<br />
ESTABLISHING AN ACTIVATION LAYER AS A FOUNDATION<br />Added Building Block - Social Media Relations<br />FOUNDATIONAL LAYE...
DIFFERENT FORMS OF ENGAGEMENT ACROSS DIFFERENT PROPERTIES. EVERY ENCOUNTER MATTERS.<br />Digital Engagement<br />It’s impo...
12<br />It’s NOT just about the story<br />
Mutual Respect<br />Transparency<br />It’s about the conversation<br />13<br />
14<br />INSIGHT-DRIVEN, REAL-TIME ENGAGEMENT & AUTHENTICITY<br />AN EVERYDAY PRACTICE<br />• Topics of interest, issues<br...
WHERE ARE WE GOING?<br />
16<br />1<br />MICRO-BROADCASTING<br />Twitter, status updates on Facebook, LinkedIn etc.—they are all forms of micro-broa...
17<br />1<br />       Broadcasting activities across multiple networks <br />
18<br />1<br />       Broadcasting activities to friends and followers <br />
19<br />2<br />GOING LOCAL<br />Digital interactions are becoming localized. From tweetups, to foursquare, to geolocating ...
20<br />       Geolocating & face to face interactions<br />2<br />
21<br />Regional segmentation marketing<br />2<br />
22<br />3<br />AGGREGATION<br />Internet users are increasingly becoming used to relevant information coming to them vs. t...
23<br />3<br />Topic aggregation<br />
24<br />3<br />Sprite dashboard<br />
25<br />4<br />REAL-TIME COMMUNITY<br />Connectivity is increasingly becoming real time as more digital experiences move t...
26<br />4<br />Social merchandising in real-time<br />
27<br />4<br />Engaging customers/potential customers in real-time<br />
28<br />4<br />Real-time mobile communicaton in social context<br />
29<br />4<br />Event based real-time community/conversation<br />
30<br />SOCIAL COMMERCE<br />5<br />Social commerce is the socialization of the entire commerce cycle starting from awaren...
31<br />Buying off the Facebook wall<br />5<br />
32<br />Getting purchase advice from peers<br />5<br />
33<br />Collective buying and selling<br />5<br />
34<br />1) Micro-broadcasting<br />2) Going Local<br />3) Aggregation<br />4) Real-time Community<br />5) Social Commerce<...
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Beyond Channels Social Media Trends Sfsu 3 16 10

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The speech given by TJ Kelly, VP of Edelman Ditigal.

How to find a job in Marketing + social media communication career overview

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Beyond Channels Social Media Trends Sfsu 3 16 10

  1. 1. Beyond Channels<br />Trends and ideas that engage, influence, connect & amplify <br />March 2010<br />1<br />
  2. 2. TJ KellyVice President, Edelman Digital<br />Based in Edelman’s San Francisco office,<br />All digital initiatives across the integrated eBay account<br />15 years of experience - Media, technology, ecommerce, sports, travel, mortgage banking and real estate<br />Startup to Fortune 500 arenas on both client and agency side in B2B and B2C environments<br />Anheuser-Busch, AT&T, Gatorade, Puma, Nike, New Balance, Mountain Dew, E*TRADE, LIVESTRONG, Chase, FRS, Under Armour, Freestyle USA and Looksmart.<br />Digital is a means for activation and engagement<br />Digital drives results & measurement - Understanding of digital and non-digital marketing, media and engagement concepts<br />2<br />
  3. 3. 3<br />OVERVIEW<br /><ul><li>Edelman Overview
  4. 4. Agency vs. Client
  5. 5. Reputation Management
  6. 6. Beyond Channels
  7. 7. Q&A</li></li></ul><li>4<br />1) State of Play<br />2) Foundation for Authenticity<br />3) Where are We Going<br />4) Questions & Discussion<br />
  8. 8. STATE OF PLAY<br />
  9. 9. “SOCIAL MEDIA”<br />6<br />
  10. 10. 7<br />
  11. 11. MEDIA IS SOCIAL, BUSINESSES CAN SHOULD BE SOCIAL<br />8<br />
  12. 12. FOUNDATION<br />
  13. 13. ESTABLISHING AN ACTIVATION LAYER AS A FOUNDATION<br />Added Building Block - Social Media Relations<br />FOUNDATIONAL LAYER ACROSS ALL PROGRAMS<br />10<br />
  14. 14. DIFFERENT FORMS OF ENGAGEMENT ACROSS DIFFERENT PROPERTIES. EVERY ENCOUNTER MATTERS.<br />Digital Engagement<br />It’s important to remember that social media is part of a broader ecosystem.<br />11<br />
  15. 15. 12<br />It’s NOT just about the story<br />
  16. 16. Mutual Respect<br />Transparency<br />It’s about the conversation<br />13<br />
  17. 17. 14<br />INSIGHT-DRIVEN, REAL-TIME ENGAGEMENT & AUTHENTICITY<br />AN EVERYDAY PRACTICE<br />• Topics of interest, issues<br />• Complaints, compliments<br />• Questions<br />• Refine<br />• Target<br />• Preempt<br />• Needs<br />• Motivations<br />• Goals<br />• Objectives<br />• Proactively converse<br />• Respond and help<br />• Mitigate or amplify conversation<br />
  18. 18. WHERE ARE WE GOING?<br />
  19. 19. 16<br />1<br />MICRO-BROADCASTING<br />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<br />
  20. 20. 17<br />1<br /> Broadcasting activities across multiple networks <br />
  21. 21. 18<br />1<br /> Broadcasting activities to friends and followers <br />
  22. 22. 19<br />2<br />GOING LOCAL<br />Digital interactions are becoming localized. From tweetups, to foursquare, to geolocating your media—people desire to connect with those in their proximity. <br />
  23. 23. 20<br /> Geolocating & face to face interactions<br />2<br />
  24. 24. 21<br />Regional segmentation marketing<br />2<br />
  25. 25. 22<br />3<br />AGGREGATION<br />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. <br />
  26. 26. 23<br />3<br />Topic aggregation<br />
  27. 27. 24<br />3<br />Sprite dashboard<br />
  28. 28. 25<br />4<br />REAL-TIME COMMUNITY<br />Connectivity is increasingly becoming real time as more digital experiences move toward communication and interactions which occur instantaneously and without delay <br />
  29. 29. 26<br />4<br />Social merchandising in real-time<br />
  30. 30. 27<br />4<br />Engaging customers/potential customers in real-time<br />
  31. 31. 28<br />4<br />Real-time mobile communicaton in social context<br />
  32. 32. 29<br />4<br />Event based real-time community/conversation<br />
  33. 33. 30<br />SOCIAL COMMERCE<br />5<br />Social commerce is the socialization of the entire commerce cycle starting from awareness, moving to consideration, purchase and post purchase. <br />
  34. 34. 31<br />Buying off the Facebook wall<br />5<br />
  35. 35. 32<br />Getting purchase advice from peers<br />5<br />
  36. 36. 33<br />Collective buying and selling<br />5<br />
  37. 37. 34<br />1) Micro-broadcasting<br />2) Going Local<br />3) Aggregation<br />4) Real-time Community<br />5) Social Commerce<br />
  38. 38. QUESTIONS & DISCUSSION<br />
  39. 39. 36<br />WE’RE ALWAYS TRYING TO FIND GOOD PEOPLE<br />edelman.com/careers<br />Competitive Research Project<br /><ul><li>Social & media audit
  40. 40. Mapping competitive landscape
  41. 41. Report creation & delivery</li></li></ul><li>TJ.Kelly@edelman.com<br />@tjkelly42<br />LinkedIn.com/tjkelly42<br />37<br />

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