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, Jeffery Stewart explores a history of human communications, and why 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. And finally, what comes next?
TRANSCRIPT
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Using Social Media in the Cross-Media Mix
Using Social Media in the Cross-Media Mix
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In less than 20 years the Internet has evolved from an academic exercise of interconnected computers, to communication systems that redefine corporate communication. From a few thousand static web pages, to always-on on-demand multimedia news and entertainment channels. From providing simple discussion forums and chat rooms to a hugely popular web of experiences for real-time social interaction. So what comes next? Social media will infiltrate and enhance all of our personal and commercial, private and public endeavors faster than you think. 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, Jeffery Stewart explores a history of human communications, and why 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. And finally, what comes next?
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WHAT I WANT YOU TO GET OUT OF THIS
• Why is the communications world changing so fast• An understanding of the Social Media landscape • Strategies for integrating SM into CM campaigns• What is happening right now?• The acceleration of change redefines marketing
communications moving forward - fast
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When - Why - What – How - FAST
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•Journeys open humankind to accelerating information, knowledge, progress
Map of the Ancient Silk Road
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Ancient Silk Road journeys open humankind to accelerating information, knowledge, progress http://1.bp.blogspot.com/_a2v9FM_QCMU/R40M-MoJDZI/AAAAAAAAAD8/VOm3Tpt3Riw/s400/800px-Silk_Route_extant.JPG
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A HISTORY OF HUMAN COMMUNICATIONS
• The Silk Road Journey– By Foot– By Water– By Wheel– By Air
• How much faster do messages and information to travel…– By Wire– By Radio– By Fiber
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The Old Silk Road The NEW Silk Road
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The Silk Road Journey
• YEARS via Walking– Marco Polo’s Journeys– Traveled Silk Road routes
between 1260 to 1269 and 1271 to 1295
– Venice to Beijing on land is approximately 10000 km
• WEEKS via the Mechanical Horse– Railroad tracks not
completed until 1900– Truck and automobile
still predominant for trade
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The Silk Road Journey
• DAY via Aircraft– First China Clipper
flights in 1935– Daily Flights between
Italy and Beijing today– 12 to 14 hour flight time
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http://www.west.net/~ke6jqp/transpac/transbig.jpg
REAL TIME IMAGE OF AIRCRAFT IN FLIGHT
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3/17/2010 16:00 Tracking 5,025 airborne aircraft (277 VFR) with 105,917,260 total flights in the database.�FlightAware has tracked 44,939 arrivals in the last 24 hours. Flightaware.com
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The NEW Silk Road
• MINUTES via Wired – First telegraph line across
the English Channel in 1850– First 36 channel
transatlantic cable in 1955– Now 1.263 billion phones
worldwide– Approx 18 per 100
inhabitants globally
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Via Wired – Telegraph/Telephone 2003, the CIA reported approximately 1.263 billion main telephone lines worldwide Approx 18 per 100 inhabitants globally Via Transoceanic Cables cables had very limited bandwidth. the first line across the English Channel in 1850 Transatlantic No. 1) was the first transatlantic telephone cable system. Between 1955 and 1956 (36 channels) http://farm1.static.flickr.com/113/293879889_53cd9ca045.jpg
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Submarine Cables 1901
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1901 Map of Submarine Telephone/Telegraph cables http://upload.wikimedia.org/wikipedia/commons/a/a5/1901_Eastern_Telegraph_cables.png
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The NEW Silk Road
• MINUTES via Wireless – Terrestrial wireless
requires microwave towers every 25 miles
– Satellite relay 0.25 of a second to reach and return from the satellite
– Carries only 1 percent of international traffic due to limited bandwidth
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http://www.givetheworld.com/aboutEchoStar11.asp EARTH Channel Syncom 3, launched on August 19, 1964 was used to telecast the 1964 Summer Olympics
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Microwave Antennas and Satellite Relays
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The NEW Silk Road
• SECONDS via Fiber Optics – Internet Protocol– 100 km between repeaters– First transatlantic cable
installed in 1988– Submarine cables carry
terabits per second vs. megabytes per second via satellite
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first transatlantic telephone cable to use optical fiber was TAT-8, which went into operation in 1988 more than 100 kilometers between repeaters submarine cables is in the terabits per second while satellites typically offer only megabits per second fibers arranged in a self-healing ring to increase their redundancy
New maps of submarine fiber cable networks
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New maps of submarine fiber cable networks http://farm3.static.flickr.com/2273/2236035324_ea939fd74a.jpg
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The NEW Silk Road
• UBIQUITOUS via Wireless Devices– 4.3 billion mobile
subscriptions– 57 phones per 100 inhabitants
globally– Approaching 5 billion by the
end of 2010– Outpacing all other forms of
connection– 4G and WiMax
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http://en.wikipedia.org/wiki/Mobile_phone
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Comparison chart of subscriber types per 100 inhabitants
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International Telecommunications Union units per 100 inhabitants
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COMPUTING DEVICES OVER TIME
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Each progression computing generation resulted in 10 fold increase in device adoption http://www.slideshare.net/malaparte/morgan-stanley-the-mobile-internet-report-summary-2010
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Communication Innovation
• Between wireless device penetration, transcontinental fiber optic cable and IP connectivity– Two people can talk any time, any where, on demand– Drastically reduced time and cost of messages– Human interaction increases geometrically– Marketing Communications and Advertising included
• World Wide Web of Networks and Interconnections
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The modern communications infrastructure is based on Internet Protocol, fiber cables and wireless device access
Internet Diagram based on the January 15, 2005 data
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English: Partial map of the Internet based on the January 15, 2005 data found on opte.org. Each line is drawn between two nodes, representing two IP addresses. The length of the lines are indicative of the delay between those two nodes. This graph represents less than 30% of the Class C networks reachable by the data collection program in early 2005. http://farm4.static.flickr.com/3074/3043334955_8928088bcd.jpg
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CYCLES OF INNOVATION
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How did we get here…Internet analogy DARPA and the length of time for the web to come to fruition…Compared to Crossmedia and finally Social Media.
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SHIFT HAPPENS
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http://www.baekdal.com/articles/management/market-of-information/ 2020 - Traditional is dead In the next 5-10 years, the world of information will change quite a bit. All the traditional forms of information are essentially dead. The traditional printed newspapers no longer exists, television in the form of preset channels is replaced by single shows that you can watch whenever you like. Radio shows is replaced podcasts and vodcasts. The websites have a much lesser role, as their primary function will be to serve as a hub for all the activities that you do elsewhere. It is the place where people get the raw material for use in other places. And the websites and social networks will merge into one. Your website and blog is your social profile. Social news, as described previously, is going to be the most important way that people communicate. The traditional journalistic reporting is by now completely replaced getting information directly from the source. Everyone is a potential reporter, but new advances in targeting will eliminate most of the noise. The journalists will turn into editors who, instead of reporting the news, bring it together to give us a bigger picture. The news stream of the future will be personalized to each individual person, and is constantly adjusting what you see - much the same way as Last.fm is doing today with music. Everything will incorporate some form of targeting. You will be in control over every single bit of information that flows your way.
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INTERACTIVE IS GROWING
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ZenithOptimedia, April 2009 http://www.zenithoptimedia.com/about/news/
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BUT OVERALL SPEND IS FLAT
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AS TRADITIONAL DECLINES
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IN 2010, DIGITAL SPEND OVERTAKES PRINT
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Companies will spend 119.6 billion dollars on online and digital strategies and 111.5 billion dollars on newspaper and magazine advertisements and other print campaigns US spending on advertising and marketing projected to increase by 1.2 percent in 2010 to 368 billion dollars Spending on newspaper advertising expected to drop 8.2 percent to 27 billion dollars Spending on direct mail marketing campaigns could rise 2.7 percent to 24.4 billion dollars and spending on custom print publications would be 3.0 percent higher at 19.3 billion dollars Print magazine advertising could be up 1.9 percent to $9.4 http://fuelingnewbusiness.com/2010/03/09/new-advertising-study-marketers-to-spend-more-on-digital-than-print-this-year/ Outsell found that accountability is king, and the money is flowing toward measurable media and marketing programs that deliver solid leads Outsell’s “Marketing and Ad Spending Study 2010: Total US and B2B Advertising,” forecasts spending, share, and growth for five media types—online, events, print, TV/radio, and PR/other—and methods used within each, from social networking to mobile/wireless marketing. “Advertisers are directing dollars toward the channels which generate the most qualified leads and most effective branding. As they emerge from the recession, they need more accountability, and they’re spreading their spending over a widening set of options,” said Chuck Richard, Vice President and Lead Analyst, Outsell. Among findings: Print magazine advertising will be up 1.9 percent to $9.4 billion despite the popularity of online channels.�Methods generating the highest B2B ROI are topped by advertisers’ own websites, followed by conferences, exhibitions and trade shows; direct mail; search engine keywords; and e-marketing/e-newsletters.�B2B advertisers see cross-media marketing as most effective; 78% combine three or more major marketing methods.�51 percent of B2B marketers rate Facebook as extremely or somewhat effective, followed by LinkedIn (45 percent), Twitter (35 percent) and MySpace (25 percent).�Outsell surveyed more than 1,000 US advertisers in December 2009. For the report, with publisher recommendations: http://www.outsellinc.com/store/products/912?refid=pr912. ��Read more: http://www.adoperationsonline.com/2010/03/15/marketers-digital-spending-to-overtake-print-for-first-time-ever-according-to-outsell-inc/#ixzz0iHGF4Vj6
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20th CENTURTY MASS MEDIA BUBBLE
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A bubble in communications history
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WHY IS THIS HAPPENING? (Here’s the secret)
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People want relationships with people… not brands
PEOPLE WANT RELATIONSHIPS WITH PEOPLE…NOT BRANDS
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RETURN OF WORD-OF-MOUTH
• Person to Person becomes Many to Many• WOM works because of relationships• Social Media enables human interaction• Interaction occur despite time and distance• Consumers talk to… everyone, everywhere• Brands are no longer in charge
• Conversations are über-hyper enabled
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Information Consumers• Comparison Shopping• Information Synthesizer• Critical Thinking
• Trust is currency
Information Producers• Walk the walk• Easily Assessable• Reputation is King
• Influence is fungible
LEARNING 21st CENTURY SKILLS
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21st Century Learning Skills = 3R’s x 7X’s http://www.p21.org/
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“I used to be in advertising. Now I do things”
Razorfish Chairman, Clark Kokich• Customer experience is your brand
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http://www.clarkkokichblog.com/?p=530 ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1235-36 | Added on Thursday, October 29, 2009, 07:22 PM As Nielsen BuzzMetrics' Pete Blackshaw likes to say, "Customer service is the new media department."
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MARKETER’s USE OF SOCIALMEDIA
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http://www.slideshare.net/heliett/socialmediamarketingindustryreport-1414614 Many tools deliver brief packaged messages. They initiate or participate in conversations.
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“If you can’t explain it simply,you don’t understand it”
Albert Einstein
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http://www.clarkkokichblog.com/?p=530 ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1235-36 | Added on Thursday, October 29, 2009, 07:22 PM As Nielsen BuzzMetrics' Pete Blackshaw likes to say, "Customer service is the new media department."
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INCREASING NUMBERS OF FISH
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Q: “ Willie, Why do you rob banks? ”
A: “ ‘Cause that’s where the money is. ”
Willie Sutton
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AdAge article on polls on who do you trust
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WHO DO YOU TRUST?
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Trusted sources used to gather information for purchasing decisions http://www.emarketer.com/Article.aspx?R=1007349 ========== The Chaos Scenario (Bob Garfield) - Highlight Loc. 1074-75 | Added on Wednesday, October 28, 2009, 08:30 PMAccording to a landmark 2004 Yankelovich study, 65% of consumers give serious credit to WOM testimonials—versus 27% who say they are influenced by advertising.
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“Trust, but verify”
Ronald Reagan
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AdAge article on polls on who do you trust http://adage.com/article?article_id=141972 http://www.slideshare.net/juliovidarte/a-world-of-connections-the-economist
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HOW DO YOU COMMUNICATE?
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10 levels of intimacy in today’s communications http://farm4.static.flickr.com/3501/3815910122_1c445cf854.jpg
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Focusing in on the players
LinkedInFacebook
Twitter
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Focusing in on the players
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LINKEDIN DEGRESS OF CONNECTIONS
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Neural Network
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400 MILLION ACTIVE USERS
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EACH REACHES ABOUT… 150 OTHERS…
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Robin Dunbar of Oxford University, wherein he retested his theory that the size of the human brain's neocortex can only comprehend social circles of 150 before cohesion gives out , this number of '150' was known as 'Dunbar's number,'
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AND THEY REACH 150 MORE…
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TWITTER FOLLOWERS
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Twitter has followers instead of friends… a different dynamic then Facebook or LinkedIn
My Social Graph
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the social Web — has done for social graphs is make them much more actionable and scalable. Social Relevancy Rank Razorfish defines the social graph as the network of personal connections through which people communicate and share information online. The portable social graph will fuel marketing innovation. Arguably, the most successful manifestations of the social graph we’ve seen so far are in the news feeds and activity streams that reside on social platforms like Facebook and Twitter. Social Object Theory: The Secret Ingredient for Powering Social Influence Marketing Campaigns Jaiku, a social platform that lets people share their online activity streams. “the reason people connect with each particular other and not something else.” Twitter propagates different types of social objects, too. The object is frequently a URL, but users often become the object since usernames can be shared.
Marketing & the Act of Direct InfluencingMARKETING & THE ACT OF DIRECT
INFLUENCING
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DIALING IT IN
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As Marketers we are focused of Acquisition…….Retention……. And…….Growth . All this using technology and processes that enable one-to-one conversations with customers.
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The Conversation Prism
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The Conversation Prism of activities The world of possibilities at our fingertips http://theconversationprism.com
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TRADITIONAL CROSS-MEDIA THINKING
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CONTENT FINALLY RULES
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FEED THE NEW CHANNELS
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STRATEGY & TACTICS
• Create Once Publish Often• Build Circles of Trust and Influence• Roadmaps to Success• Track and Measure Every Touchpoint
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SEED THE CLOUDS
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→ Initiate Conversations
→ Cultivate Recommendations
→ Establish Reputation
→ Influence Perception
CIRCLES OF TRUST & INFLUENCE
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MESSAGINGROADMAPS
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Create message Roadmaps to strategically engage
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TOUCHPOINTTRACKING
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Define and Track Touchpoints for measuring ROI
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Marketing & the Execution of Direct Influence
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DYNAMIC DUO
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Get Your Lumpy Here
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Tell You Friends, who tell there friends, who…
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What’s In Your OLD Fridge?
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CROSS-MEDIA ROADMAP
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Email Sharing
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Email sharing
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Facebook Ads
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Facebook Ads
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REFERAL
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Twitter
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WHAT’S NEXT?
• Cause Marketing• Location Based Services
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AdAge
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PEPSI REFRESH
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Skipped Superbowl Ads – Instead concentrate on causes
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LOCATION, LOCATION, LOCATION
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http://adage.com/digital/article?article_id=142902 Foursquare / Gowalla Yowza , Yelp (Uh oh) QR Codes "What used to be called point-of-purchase is now called mobile advertising," said Kip Cassino, VP-research at Borrell Associates. "Mobile can be an extension of a retailer's storefront.“ "The demand for stationary computers is going to dry up on a consumer level," Mr. Cassino said.
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TAKE AWAYS
• Hang on – Shift Happens• The Network is the Human Race• Reputation – Influence – Conversations – Relationships• Direct Influence in Action• Next?
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You’ll always miss 100% of the shots you don’t takeYou’ll always miss 100% of the shots you don’t take.
