Using Social Media In Cross Media Direct Influence Marketing


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Social media is becoming the way that people communicate with their friends, family and the world in general. Marketers are finding that all these social networks provide new and exciting ways to communicate with customer communities and target like-minded prospects. In this session, 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. Attendees will leave this workshop with a much better understanding of where the future of direct marketing is headed and how the rules are changing.

Published in: Technology, Business

Using Social Media In Cross Media Direct Influence Marketing

  1. 1. Using Social Media in Cross-Media > Direct Influence Marketing ?
  2. 2. Where Have We Been? Where Are We Now? Where are we Going ? Wh
  3. 3. The Mass Media Bubble
  4. 4. People Want Relationships w t Re at o s ps with People…Not Brands
  5. 5. Interactive Marketing Spend Expected to Double to nearly $55 billion by 2014
  6. 6. Waaayyy B k In W Back
  7. 7. 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
  8. 8. Campaign Email • Email Alerts • News Releases N R l • Event Reminders • Solicitations • Email Newsletters • 13M+ Addresses • 1B+ Messages
  9. 9. Cause or Effect? The Obama campaign had Unprecedented Social Media usage Could popular culture be too far behind? How H many heard mention of h d ti f Twitter This time last year?
  10. 10. Tonight Show with Conan O’Brien Twitter Tracker
  11. 11. Late Night with Jimmy Fallon The Bryan Brinkman Experiment @ y @bryanbrinkman
  12. 12. “ Twitter is a passing fad that is sweeping the nation ” Jon Stewart, 2009
  13. 13. Where Are We Now?
  14. 14. Open Government?
  15. 15. Whitehouse Open for Questions?
  16. 16. Helen Thomas: Helen Thomas: Obama “controlling  the press” Protector of the Public ? Or protector of the Status Q ? S Quo
  17. 17. The Change Constant
  18. 18. Biz Stone on where change originates
  19. 19. But Many Do Get It
  20. 20. M k t ’ Use of S i l Media Tools Marketers’ f Social M di T l
  21. 21. It’s about Reputation and Influence
  22. 22. What are they Doing ? • Status • Blogs • Wiki’s • Discussions • Reviews A meme (pronounced /ˈmiːm/ rhyming with "cream"[1]) is a A meme (pronounced / miːm/, rhyming with  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 other imitable phenomena.
  23. 23. Bookmark Sharing
  24. 24. Finding Looking For Something
  25. 25. Social network and blogging sites are now the f fourth most popular activity h on the Internet activity y • 300M+ Facebook Users • 50% log on any given day • Fastest growing segment g g g •35 years and older • 6B minutes of use each day •Average of130 friends each •Average of130 friends each
  26. 26. My Book Review Post
  27. 27. Related Tweets
  28. 28. Bit ly Short URL Tracking
  29. 29. Recommendation To My Friends y
  30. 30. Your Social Graph
  31. 31. How many degrees away are you from Kevin Bacon?
  32. 32. Ads can become Socially Aware …Bad?
  33. 33. And connect to Your social graph g p
  34. 34. Where are we Going ?
  35. 35. Quotables “The World Wide Web The Web, “Make everything as Make e er thing as we know it, is only simple as possible, 5,000 days old” but not simpler.” “By 2040, the web will “Clouds look as one exceed h d humanity in it i from a di t f distance, but if b t processing power” you see them nearby, they show themselves as disorderly drops of water” Kevin Kelly Albert Einstein
  36. 36. Is your next laptop in the Clouds?
  37. 37. Or via wireless and mobile
  38. 38. Will we use Real-Time Search?
  39. 39. Redfines E il Email, Messaging, Collaboration?
  40. 40. Can it search the Semantic Web?
  41. 41. “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 ?
  42. 42. Integrate Integrate Integrate g
  43. 43. Skittles com
  44. 44. → Initiate Conversations → Cultivate Recommendations → Establish Reputation → Influence Perception → Influence Perception Social graphs can be used to build Circles of Trust and Influence
  45. 45. 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
  46. 46. Create message Roadmaps to strategically engage
  47. 47. Define and Track Touchpoints To ch oi ts for measuring ROI
  48. 48. In the future, Marketing Communications will be integrated with ALL Media to influence behavior The time is now to start adopting Influence Marketing
  49. 49. Integrate Campaign Tactics with ‘Traditional’ Cross Media “Fish in the ponds where the fish are”
  50. 50. Direct Mail and Email
  51. 51. Mobile Devices
  52. 52. Twitter
  53. 53. Facebook
  54. 54. X M I D
  55. 55. Dynamic Duo
  56. 56. Get Your L Lumpy Here
  57. 57. Tell You Friends, who tell there friends, who…
  58. 58. Takeaways • Change is Constant g – and it is accelerating • Social Media is not a Fad – b the name is a fad but h i f d • We are returning to Word of Mouth – but in Ubër-Hyper mode Ubër Hyper • Social Media is about Relationship – start conversations via cross-media • The Future is Influence Marketing – And the future is now
  59. 59. Jeffrey Stewart ff Partner, CTO A Social Media Evolution Phone: 815.262.7252 > Wh t’ What’s N t? Next? Fax: 815.962.2189 It’s about Integration, Conversations and Influence LinkedIn com/in/jeffreyastewart