The document discusses the evolution of social media, highlighting its historical impact on political campaigns and public engagement, notably during the Obama campaign. It contemplates the future of social media, emphasizing the need for integration and transparency while predicting a shift in marketing communications towards influence marketing. Key themes include the cultural significance of memes, user engagement, and the power of social connections in shaping perceptions.

1. A Social Media Revolution >
What s
What’s Next ?

2. 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

3. Where Have We Been?
Where Are We Now?
Where are we Going ?

4. The Mass Media
Bubble

5. Rise of Digital Media
se o g ta ed a

6. Social
Media’s
Global
Reach

7. Waaayyy B k In
W Back

8. 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

11. Obama Email Updates
• Email Alerts
• News Releases
• Event Reminders
• Solicitations
• Email Newsletters
• 13M+ Addresses
• 1B+ Messages

22. Cause or Effect?
The Obama campaign had
Unprecedented
Social Media usage
Could popular culture be too far
behind?
How many h
H heard mention of
d ti f
Twitter
This time last year?

23. Tonight Show with Conan O’Brien
Twitter Tracker

24. Late Night with
Jimmy Fallon
The Bryan
Brinkman
Experiment
@ y
@bryanbrinkman

25. “ Twitter is a passing fad that is
sweeping the nation ”
John Stewart, 2009

26. Where Are We Now?

27. Whitehouse Open
for Questions?

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

29. Organizations have natural defenses
that fight Ch
Change
"I would rather be tied up to stakes in the
I would rather be tied up to stakes in the
Kalahari Desert, have honey poured over me
and red ants eat out my eyes than open a
Twitter account,” – Maureen Dowd
"I don't know anything about the Twitter.“ "You know
what it reminds me of," the host said, "I'm thinkin' of,
h d f" h h d "' h k ' f
oh yeah, a waste of time.“ – David Letterman
Bill Maher ‐ Twittering users are displaying the
self absorption that will destroy us all

30. The Change Constant

31. Biz Stone on where change originates

32. But Many Do Get It

33. What are they Doing ?
• Status
• Blogs
Bl
• Wiki’s
• Discussions
• Reviews
A meme (pronounced /ˈmiːm/, rhyming with
"cream"[1]) is a postulated unit or element of cultural
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
g p ,g , ,
other imitable phenomena.

34. Bookmark Sharing

35. Finding
Looking For Something

36. Twittering

37. Googling

38. Facebooking

39. Binging

40. Social network and blogging sites are
now the f
fourth most popular activity
h
on the Internet

41. How many degrees away are you from Kevin Bacon?

42. Your Social Graph

43. Don t cross the streams.
Don't cross the streams
It would be bad…

44. Ads can become Socially Aware …Bad?

45. Some are organized to Deliver
Others Not

46. It’s about Reputation and Influence

47. Where are we Going ?

48. Roads? Where we re
Roads? Where we’re
going, we don’t need
roads.

49. Wired’s Kevin Kelly - "Web 3.0"
We have to get better at
The price of
The price of believing the impossible.
personalization is
transparency…
transparency…
It’s easier to Google
The World Wide Web, as then to remember
we know it, is only 5,000
k it i l 5 000
days old.
Attention is the only currency of value, the only scarcity left.

56. Is your next laptop in the Clouds?

57. Or via wireless
and mobile

59. Jeremiah Owyang defines
5 Era’s of th Social W b
E ’ f the S i l Web

61. Will we use Real-Time Search?

62. Redfines Email
Email,
Messaging, Collaboration?

63. Can it search the Semantic Web?

64. “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 ?

65. Integrate Integrate Integrate
g

68. SFDC Service Cloud

70. Skittles.com
Skittles com

71. API s
API’s
like those from
enable you to manage
Connections
between platforms
and
People

72. You can p ug into the
ou ca plug to t e
Pulse
of the Web

73. Social graphs
can be used
to build
Circles
of Trust and Influence

74. 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

75. Sustain Your Buzz
Via Streams / Memes/ Waves
→ Initiate Conversations
→ Cultivate Recommendations
→ Establish Reputation
→ Establish Reputation
→ Influence Perceptions
→ Trust Though Authenticity

76. Create
message
Roadmaps
to strategically
engage

77. Define and Track
Touchpoints
To ch oi ts
for measuring ROI

78. In the future, Marketing Communications will be
integrated with ALL Media to influence behavior
The time is now to start adopting
Influence Marketing

79. See your
future.
future
Be your
future.
May, make,
May, make,
make it,
make it.
k it
Make your
future