marketing innovation summit: integrating social media into the mix

A Social Media EvolutionWhat’s Next?

Jeffrey Stewart. CTO Trekk Cross-Media

Where Have We Been?

Where Are We Now?

Where are we Going ?

The Mass Media Bubble

Rise of Digital Media

Waaayyy Back In

Presidential Campaign Trends

“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 fof 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.”

- The New York Times

Obama Email Updates

• Email Alerts• News Releases• Event Reminders• Solicitations• Email Newsletters• 13M+ Addresses• 1B+ Messages

Cause or Effect?

The Obama campaign had

UnprecedentedSocial Media usage

Could popular culture be too far p pbehind?

How many heard mention of

TwitterThis time last year?

Tonight Show with Conan O’Brien

Late Night with Jimmy Fallon

The Bryan Brinkman Experiment

@bryanbrinkman

“ Twitter is a passing fad that is sweeping the nation ”

Jon Stewart, 2009

Where Are We Now?

Whitehouse Openfor Questions?

Helen Thomas:Obama “controlling the press”

Protector of the Public ?Or protector of the Status Quo ?

The Change Constant

Biz Stone on where change originates

But Many Do Get It

It’s about Reputation and Influence

• Status• Blogs• Wiki’s• Discussions

A meme (pronounced /ˈmiːm/, rhyming with "cream"[1]) is a

What are they Doing ?

• Discussions• Reviews

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.

Bookmark Sharing

Looking For Something

Social network and blogging sites are now the fourth most popular activity on the Internet

Your Social Graph

How manydegreesaway are you fromyou from Kevin Bacon?

Ads can become Socially Aware …Bad?

Where are we Going ?g

Is your next laptop in the Clouds?

Or via wirelessand mobile

Will we use Real-Time Search?

Redfines Email, Messaging, Collaboration?

Can it search the Semantic Web?

"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

“We turn the world of blogs into math”

Can it tell you how people Feel?

products."

Stephen BakerThe Numerati

Integrate Integrate Integrate

Skittles.com

You can plug into the

Pulseof the Web

Social graphscan be used

to buildCircles

of Trust and Influence

Seed the Clouds With web-to-everywhere

•Search EnginesMeta-DataKeywordsKeywords

•Social SearchBookmarksRefer a Friend

•Semantic SearchStructuresMicrofomats

→ Initiate Conversations

→ Cultivate Recommendations

Sustain Your BuzzVia Streams / Memes/ Waves

→ Establish Reputation

→ Influence Perceptions

→ Trust Though Authenticity

Create message

Roadmapsto strategically engage

Define and TrackTouchpointsfor measuring ROI

Integrate CampaignTactics

with ‘Traditional’

CrossMedia

In the future, Marketing Communications will be

integrated with ALL Media to influence behavior

The time is now to start adoptingInfluence Marketing

Jeffrey StewartPartner, CTOPartner, CTOPhone: 815.262.7252Fax: 815.962.2189stew@trekk.comwww.Trekk.comTwitter.com/JeffreyAStewartFacebook.com/JAStewartLinkedIn.com/in/jeffreyastewart