Social Media – The Ultimate Brand Influencer

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Social Media – The Ultimate Brand Influencer

  1. 1. Social Media – The Ultimate Brand Influencer
  2. 2. Agenda  Why  What  When  How
  3. 3. Interactive Marketing Spend Expected to GROW ZenithOptimedia, April 2009
  4. 4. But Over Ad Spending Remains… Flat
  5. 5. As Traditional Continues Contin es to Decline
  6. 6. Why? The Mass Media Bubble B bbl
  7. 7. “I used to be in advertising. Now I do things” Razorfish Chairman, Clark Kokich • Customer experience is your brand
  8. 8. The Return of Word-of-Mouth  WOM works because of personal interaction  Social Media enables human interaction  Interaction occur despite time and distance  Consumers talk to… everyone  Brands are no longer in charge g g  Conversations are über-hyper enabled über hyper
  9. 9. People Want Relationships w t Re at o s ps with People…Not Brands
  10. 10. Waaayyy B k In… Back
  11. 11. Presidential Campaign Trends p g “Thomas Jefferson used newspapers to win the presidency, F.D.R. used radio to change the way he governed, J.F.K. was the f di first president to understand television, and Howard Dean saw the value of th Web f raising money. B t Senator B l f the for i i But S t Barack Obama k Ob understood that you could use the Web to lower the cost of building a political brand create a brand, sense of connection and engagement, and dispense with the command and control method of governing to allow g g p p people to self-organize to do the work.” - The New York Times Ne
  12. 12. Obama Campaign
  13. 13. Obama Email Stats  Email Alerts  News Releases  Event Reminders  Solicitations  Email Newsletters  13M+ Addresses  1B+ Messages  3M D 3M+ Donators t
  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 ti Thi time last year? l t ?
  15. 15. Tonight Show with Conan O’Brien
  16. 16. Late Night with Jimmy Fallon The Bryan Brinkman Experiment @bryanbrinkman
  17. 17. “ Twitter is a passing fad that is sweeping the nation ” - Jon Stewart, 2009
  18. 18. So What’s Changing In What s In…
  19. 19. Open Source Government?
  20. 20. YouTube Videos Open for Business
  21. 21. The Change Constant g
  22. 22. Biz Bi Stone on change
  23. 23. It’s about Reputation and Influence
  24. 24. M k t ’ Use of Social Media Tools Marketers’ f S i l M di T l
  25. 25. Why Fish Around with Social Media?  You should fish in the pond the fish are in
  26. 26. Finding Fishing For Something
  27. 27. Do You Tweet?  January 2009  2 4 million tweets a day 2.4  October 2009  26 million tweets a day
  28. 28. Increasing Numbers of Fish
  29. 29. Trusted Advisors Ad i Trusted T t d sources used d to gather information for purchasing p g decisions
  30. 30. How many degrees away are you from Kevin Bacon?
  31. 31. Social Graphs – Sphere of Influence  Network of personal connections through which people communicate and share information online  Social platform that lets people share their online activity streams  P t bl social graph will f l marketing Portable i l h ill fuel k ti innovation
  32. 32. Your Social Graph
  33. 33. Does My Book Review R i Influences Others?
  34. 34. Related R l t d Tweets
  35. 35. Bit.ly Bit ly Short URL Tracking
  36. 36. Don’t Just Take My Word For It  About Reputation -Trust – Influence  Influencer Marketing  Trust Agents  Influencer  Made to Stick http://www.trekk.com/blogs/stew/
  37. 37. Influencer Marketing Who Really Influences Y Wh R ll I fl Your C t Customers? ?
  38. 38. Trust Agents Using the Web to B ild Influence, I U i th W b t Build I fl Improve R Reputation, t ti and Earn Trust
  39. 39. Influencer The Power to Change Anything
  40. 40. Made to Stick Why Some Ideas Survive and Others Die
  41. 41. First I Saw the YouTube Vid th Y T b Video then… http://www.youtube.com/watch?v=sIFYPQjYhv8
  42. 42. Automated Serendipity  The Chaos Scenario  30 Days of Chaos  Virality isn't a strategy; it's a fluke I t Internet is a word of mouth engine ti d f th i  Customer service is the new media department  Online conversations is vastly better than the best focus group  Human beings flock to other  human beings they identify  with and trust
  43. 43. What about about…
  44. 44. Integrate Integrate Integrate g
  45. 45. Ad can become Socially A Ads b S i ll Aware
  46. 46. Share Cheer
  47. 47. Cheer Messages
  48. 48. http://www.cheerfactory.com/c/32f http://www cheerfactory com/c/32f
  49. 49. Skittles.com
  50. 50. Strategy & Tactics  Create Once Publish Often  Build Circles of Trust and Influence  Roadmaps to Success  Track and Measure Every Touchpoint
  51. 51. → Ini ate Conversa ons → Cul vate Recommenda ons → Establish Reputa on → Influence Percep on Social graphs can be used to build t b ild Circles of Trust and Influence
  52. 52. Seed the Clouds With web-to-everywhere
  53. 53. Create message Roadmaps to strategically engage
  54. 54. Define and Track Touchpoints T h i t for measuring ROI
  55. 55. Integrate Campaign Tactics with ‘Traditional’ Cross Media
  56. 56. Takeaways  Why  The Return of Word-of-Mouth  What  Social Graphs: Reputation – Trust – Influence  When  The Future is Integration  How  Strategy & Tactics
  57. 57. Jeffrey St J ff Stewart t Partner, CTO A Social Media Evolution Phone: 815.262.7252 > Wh t’ What’s N t? Next? Fax: 815.962.2189 stew@trekk.com stew@trekk com www.Trekk.com Integration, Conversations and Influence It’s about Twitter.com/JeffreyAStewart Facebook.com/JAStewart LinkedIn.com/in/jeffreyastewart

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