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2010 App Forum Social Media And Print The New Connection


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In this session, Jeffery Stewart explores how social media channels are providing new opportunities to directly influence customer behavior. He will explain how social media can be harnessed and integrated into “traditional” cross-media campaigns.

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2010 App Forum Social Media And Print The New Connection

  1. 1. Social Media and Print The New Connection Jeffrey Stewart CTO , Trekk Cross-Media
  2. 2. “ A good hockey player plays where the puck is.” “ A great hockey player plays where the puck is going to be.” Wayne Gretzky
  3. 3. ZenithOptimedia, April 2009 Interactive Expected to GROW
  4. 4. But Overall to Remain Flat
  5. 5. As Traditional Continues to Decline
  6. 6. Why? The Mass Media Bubble
  7. 7. The Return of Word-of-Mouth <ul><li>WOM works because of personal interaction </li></ul><ul><li>Social Media enables human interaction </li></ul><ul><li>Interaction occur despite time and distance </li></ul><ul><li>Consumers talk to… everyone </li></ul><ul><li>Brands are no longer in charge </li></ul><ul><li>Conversations are über-hyper enabled </li></ul>
  8. 8. People Want Relationships with People…Not Brands
  9. 9. The Change Constant
  10. 10. “ I used to be in advertising. Now I do things” <ul><li>Razorfish Chairman, Clark Kokich </li></ul><ul><li>Customer experience is your brand </li></ul>
  11. 11. Increasing Numbers of Fish
  12. 12. Marketers’ Use of Social Media Tools
  13. 13. Trust and Your Social Graph
  14. 14. Your Social Graph
  15. 15. Social graphs can be used to build Circles of Trust and Influence
  16. 16. Strategy & Tactics <ul><li>Create Once Publish Often </li></ul><ul><li>Build Circles of Trust and Influence </li></ul><ul><li>Roadmaps to Success </li></ul><ul><li>Track and Measure Every Touchpoint </li></ul>
  17. 17. Seed the Clouds With web-to-everywhere
  18. 18. Create message Roadmaps to strategically engage
  19. 19. Define and Track Touchpoints for measuring ROI
  20. 20. Integrate Integrate Integrate
  21. 21. Integrate Campaign Tactics with ‘ Traditional’ Cross Media
  22. 22. Dynamic Duo Campaign
  23. 27. Get Your Lumpy Here
  24. 28. Tell You Friends, who tell there friends, who…
  25. 29. Take aways <ul><li>Change is Constant </li></ul><ul><ul><li>and it is accelerating </li></ul></ul><ul><li>Social Media is not a Fad </li></ul><ul><ul><li>but the name is a fad </li></ul></ul><ul><li>We are returning to Word of Mouth </li></ul><ul><ul><li>but in Ubër-Hyper mode </li></ul></ul><ul><li>Social Media is about Relationships </li></ul><ul><ul><li>start conversations via cross-media </li></ul></ul><ul><li>The Future is Integrated Influence Marketing </li></ul><ul><ul><li>And the future is now </li></ul></ul>
  26. 30. You’ll always miss 100% of the shots you don’t take. Wayne Gretzky “ ”
  27. 31. <ul><ul><li>A) Yes, we have active usage </li></ul></ul><ul><ul><li>B) A little, but still try to figure it out </li></ul></ul><ul><ul><li>C) No, we don’t know what to do </li></ul></ul><ul><ul><li>D) Never have, never will </li></ul></ul>Do You Currently Use Social Media for Business or Campaigns?
  28. 32. Additional copy box
  29. 33. Notes