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?
YPO / Graphic Source - Selling and Delivering the Promise of Cross-Media
2010 Treadaway Leadership Forum Using Social Media In The Cross Media Mix
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Presentation Title
Using Social Media in the Cross-Media Mix
Using Social Media in the Cross-Media Mix
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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
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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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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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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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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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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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Presentation Title
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
31. TREADAWAY LEADERSHIP FORUM
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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STRATEGY & TACTICS
• Create Once Publish Often
• Build Circles of Trust and Influence
• Roadmaps to Success
• Track and Measure Every Touchpoint
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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?
79. TREADAWAY LEADERSHIP FORUM
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