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Social Media – The Ultimate Brand Influencer


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Social Media – The Ultimate Brand Influencer

  1. 1. Social Media – The Ultimate Brand Influencer Jeffrey Stewart CTO, Trekk Cross-Media
  2. 2. Agenda <ul><li>Why </li></ul><ul><li>What </li></ul><ul><li>When </li></ul><ul><li>How </li></ul>
  3. 3. Interactive Marketing Spend Expected to GROW ZenithOptimedia, April 2009
  4. 4. But Over Ad Spending Remains… Flat
  5. 5. As Traditional Continues to Decline
  6. 6. Why? The Mass Media Bubble
  7. 7. “ 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>
  8. 8. 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>
  9. 9. People Want Relationships with People…Not Brands
  10. 10. Waaayyy Back In…
  11. 11. Presidential Campaign Trends <ul><li>“ Thomas Jefferson used newspapers to win the presidency, 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 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.” </li></ul>- The New York Times
  12. 12. Obama Campaign
  13. 13. Obama Email Stats <ul><li>Email Alerts </li></ul><ul><li>News Releases </li></ul><ul><li>Event Reminders </li></ul><ul><li>Solicitations </li></ul><ul><li>Email Newsletters </li></ul><ul><li>13M+ Addresses </li></ul><ul><li>1B+ Messages </li></ul><ul><li>3M+ Donators </li></ul>
  14. 14. Cause or Effect? The Obama campaign had Unprecedented Social Media usage Could popular culture be too far behind? How many heard mention of Twitter This time last year?
  15. 15. Tonight Show with Conan O’Brien
  16. 16. @bryanbrinkman Late Night with Jimmy Fallon The Bryan Brinkman Experiment
  17. 17. <ul><li>“ Twitter is a passing fad that is sweeping the nation ” </li></ul>- Jon Stewart, 2009
  18. 18. So What’s Changing In…
  19. 19. Open Source Government?
  20. 20. YouTube Videos Open for Business
  21. 21. Open for Questions?
  22. 22. Helen Thomas: Obama “controlling the press” Protector of the Public ? Or protector of the Status Quo ?
  23. 23. The Change Constant
  24. 24. Biz Stone on where change
  25. 25. But Many Do Get It
  26. 26. Marketers’ Use of Social Media Tools
  27. 27. It’s about Reputation and Influence
  28. 28. Why Fish Around with Social Media? <ul><li>You should fish in the pond the fish are in </li></ul>
  29. 29. Finding Fishing For Something
  30. 30. Increasing Numbers of Fish
  31. 31. Trusted sources used to gather information for purchasing decisions Trusted Advisors
  32. 32. How many degrees away are you from Kevin Bacon?
  33. 33. Social Graphs – Sphere of Influence <ul><li>Network of personal connections through which people communicate and share information online </li></ul><ul><li>Social platform that lets people share their online activity streams </li></ul><ul><li>Portable social graph will fuel marketing innovation </li></ul>
  34. 34. Your Social Graph
  35. 35. Does My Book Review Influences Others?
  36. 36. Related Tweets
  37. 37. Short URL Tracking
  38. 38. First I Saw the YouTube Video then…
  39. 39. Don’t Just Take My Word For It <ul><li>About Reputation -Trust – Influence </li></ul><ul><ul><li>Influencer Marketing </li></ul></ul><ul><ul><li>Trust Agents </li></ul></ul><ul><ul><li>Influencer </li></ul></ul><ul><ul><li>Made to Stick </li></ul></ul>
  40. 40. Influencer Marketing Who Really Influences Your Customers?
  41. 41. Trust Agents Using the Web to Build Influence, Improve Reputation, and Earn Trust
  42. 42. Influencer The Power to Change Anything
  43. 43. Made to Stick Why Some Ideas Survive and Others Die
  44. 44. What about…
  45. 45. Automated Serendipity <ul><li>The Chaos Scenario </li></ul><ul><li>30 Days of Chaos </li></ul><ul><li>Virality isn't a strategy; it's a fluke </li></ul><ul><li>Internet is a word of mouth engine </li></ul><ul><li>Customer service is the new media department </li></ul><ul><li>Online conversations is vastly better than the best focus group </li></ul><ul><li>Human beings flock to other human beings they identify with and trust </li></ul>
  46. 46. Integrate Integrate Integrate
  47. 49.
  48. 52. 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>
  49. 53. Social graphs can be used to build Circles of Trust and Influence -> Initiate Conversations -> Cultivate Recommendations -> Establish Reputation -> Influence Perception
  50. 54. Seed the Clouds With web-to-everywhere
  51. 55. Create message Roadmaps to strategically engage
  52. 56. Define and Track Touchpoints for measuring ROI
  53. 57. Integrate Campaign Tactics with ‘ Traditional’ Cross Media
  54. 58. Takeaways <ul><li>Why </li></ul><ul><ul><li>The Return of Word-of-Mouth </li></ul></ul><ul><li>What </li></ul><ul><ul><li>Social Graphs: Reputation – Trust – Influence </li></ul></ul><ul><li>When </li></ul><ul><ul><li>The Future is Integration </li></ul></ul><ul><li>How </li></ul><ul><ul><li>Strategy & Tactics </li></ul></ul>
  55. 59. Jeffrey Stewart Partner, CTO   Phone: 815.262.7252 Fax: 815.962.2189 [email_address]