marketing innovation summit: integrating social media into the mix
DESCRIPTION
Learn how to balance emerging social networks and channels with your clients’ existing marketing mix to effectively generate more leads and increase response rates. Jeffrey Stewart, CTO of Trekk Cross-Media, sheds light on how social media will infiltrate and enhance all personal and commercial, private and public endeavors at lightning speed. He will offer guidance on how to merge offline and online marketing elements together in order to gain the most momentum and traction in the marketplace.TRANSCRIPT
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: [email protected]/JeffreyAStewartFacebook.com/JAStewartLinkedIn.com/in/jeffreyastewart