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                                                 Presentation Title




Using Social Media in the Cross-Media Mix




      Using Social Media in the Cross-Media Mix
                                                                  1
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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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Map of the Ancient Silk Road

 •Journeys open humankind to
 accelerating information, knowledge,
 progress
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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 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
   – Few traveled the way
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The Silk Road Journey

                        • MONTHS via the Sea
                          – Mediterranean Sea,
                            Red Sea and Indian
                            Ocean
                          – About 9000 nautical
                            miles one way
                          – Portuguese reached
                            the East by sea via
                            Atlantic in 1498
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The Silk Road Journey

• 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
REAL TIME IMAGE OF AIRCRAFT IN FLIGHT
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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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                                     Presentation Title




Submarine Cables 1901




                                                     11
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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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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
New maps of submarine fiber cable networks
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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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Comparison chart of subscriber types per 100
inhabitants
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COMPUTING DEVICES OVER TIME
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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
Internet Diagram based on the January 15, 2005 data
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CYCLES OF INNOVATION
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SHIFT HAPPENS
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INTERACTIVE IS GROWING
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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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20th CENTURTY MASS MEDIA BUBBLE
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WHY IS THIS HAPPENING? (Here’s the secret)
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                                                Presentation Title




 People want relationships with people… not brands




PEOPLE WANT RELATIONSHIPS
 WITH PEOPLE…NOT BRANDS
                                                                30
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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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LEARNING 21st CENTURY SKILLS


Information Consumers       Information Producers
• Comparison Shopping       • Walk the walk
• Information Synthesizer   • Easily Assessable
• Critical Thinking         • Reputation is King

• Trust is currency         • Influence is fungible
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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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MARKETER’s USE OF SOCIALMEDIA
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“If you can’t explain it simply,
        you don’t understand it”


                            Albert Einstein
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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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WHO
DO
YOU
TRUST?
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“Trust, but verify”

                  Ronald Reagan
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HOW DO YOU COMMUNICATE?
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Focusing in on the players




                   LinkedIn
                  Facebook
                    Twitter
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LINKEDIN DEGRESS OF CONNECTIONS
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400 MILLION ACTIVE USERS
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EACH REACHES ABOUT…   150 OTHERS…
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AND THEY REACH 150 MORE…
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TWITTER FOLLOWERS
My Social Graph
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Neuron Diagram




           Humans:
             The Ultimate Network of Networks
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HOW DO WE TAP IN?
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                                                 Presentation Title




Marketing & the Act of Direct Influencing
                 MARKETING & THE ACT
                      OF DIRECT
                    INFLUENCING




                                                                 50
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     DIALING IT IN
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                                      Presentation Title




The Conversation Prism




                                                      52
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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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  CIRCLES OF TRUST & INFLUENCE




→ Initiate Conversations

→ Cultivate Recommendations

→ Establish Reputation

→ Influence Perception
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MESSAGING
ROADMAPS
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TOUCHPOINT
TRACKING
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                                                Presentation Title




Marketing & the Execution of Direct Influence




                                                                61
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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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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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PEPSI REFRESH
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LOCATION, LOCATION, LOCATION
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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
You’ll always miss 100% 100% of the shots
                        of the shots you don’t take
                        you don’t take.
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NETWORK WITH ME
              Jeffrey Stewart
              Partner/Chief Technical Officer
              Trekk Cross-Media

              Email: stew@trekk.com
              Twitter Handle: JeffreyAStewart
              Facebook: JAStewart
              LinkedIn: jeffreyastewart
              Tumblr: jastewart.tumblr.com

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2010 Treadaway Leadership Forum Using Social Media In The Cross Media Mix