Presentation given to the San Antonio American Marketing Association (AMA) chapter

1. Web, Mobile, Social Media,
Cross-Media and Education

2. Let’s Talk
• A Brief History
• Then vs. Now
• Current Trends
• X-Media In Action
• Takeaways

3. •Journeys open humankind to accelerating
information, knowledge, progress
Map of the Ancient Silk Road

4. 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 entire way

5. 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

6. The Silk Road Journey
• WEEKS via the Mechanical
Horse
– Railroad tracks not
completed until 1900
– Truck and automobile
still predominant for
trade

7. 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

8. The NEW Silk Road
• HOURS 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

9. 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

10. 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

11. 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

12. Comparison chart of subscriber types per 100 inhabitants

13. Communication Innovation
• Between wireless device penetration, transcontinental fiber
optic cable, IP connectivity, and cloud services
– Two people can talk any time, anywhere, on demand
– Drastically reduced time and cost of messaging
– Human interaction increases geometrically
– World Wide Web of Networks and Interconnections
– Anyone can now learn anything from anyone at anytime

14. Internet Diagram based on the January 15, 2005 data

15. 400 MILLION ACTIVE USERS

16. EACH REACHES ABOUT… 150 OTHERS…

17. AND THEY REACH 150 MORE…

18. My Social Graph

19. Humans:
The Ultimate Network of Networks

20. Then vs. Now

21. Personal Computer
Then Now

22. Internet Access
Then Now

23. Portable Music
Then Now

24. Watching Video
Then Now

25. Gaming Systems
Then Now

26. Mobile Phone
Then Now

27. Then vs. Now
Digital NativeDigital Immigrants

28. Trends
“Science fiction does not
remain fiction for long. And
certainly not on the
Internet.”
— Vinton Cerf
“The Internet is just a
world passing around
notes in a classroom.”
— Jon Stewart

29. What are the Current Trends?
• Everything is Digital – Everything
– All businesses and economies are affected
• Social and Collaborative Networks – in the Clouds
– Students are Social and Collaborative Beings
• Rise of Devices
– The Internet of Things is coming, get on board

30. Current Trend:
Everything is Digital – Everything
• Audio / Video
• Encyclopedia / Books
• Even DNA Sequences

31. Audio, Video, Books, … Conversation
“What is the use of a book’,
thought Alice, ‘without pictures
or conversations?’”
— Lewis Carroll

32. Current Trend:
Networking and Collaboration – In the Clouds
• Cloud Computing
• Social Networks
• Crowdsourcing Education

33. The Internet is the Cloud
"The Internet is the first thing that
humanity has built that humanity doesn't
understand, the largest experiment in
anarchy that we have ever had.“
— Eric Schmidt, CEO
“The Net treats censorship as a defect and
routes around it.”
—John Gilmore, Activist

34. Social Media Landscape

35. Current Trend:
Rise of Mobile Devices
• Progression of Devices
• Devices in Classrooms
• Mobile, Mobile, Mobile
• Devices in the workplace

36. Paperless Society?
"If civilization has risen from
the Stone Age, it can rise
again from the Wastepaper
Age."
— Jacques Barzun

37. Progression of Computing Devices

38. Wireless Internet

39. Year of the Smartphone

40. Netbooks and Tablets and Pad, Oh My

41. Ready for the Future?
"The future is already here—it's just
not very evenly distributed.“
- William Gibson, Author

42. SHIFT HAPPENS

43. INTERACTIVE ISGROWING

44. BUT OVERALL SPEND IS FLAT

45. AS TRADITIONAL DECLINES

46. DIGITAL OVERTAKES PRINT

47. 20th CENTURTY MASS MEDIA BUBBLE

48. FROM EVERYONE - AUDIENCE OF ONE

49. INFLUENCING WITH CROSS-MEDIA
• Audience Segmentation
• Personalization / Relevancy
• Multiple Touch, Multiple Channels
• Measurable and Manageable

50. WEB-TO-EVERYWHERE

51. FEEDING ALL THE CHANNELS

52. DEFINE
AND
TRACK
TOUCHPOINTS

53. MEASURE THE RESPONSE - WHY?

54. WHAT ME MEASURE?
Then and Now

55. DIRECT MAIL
+
EMAIL
+
SOCIAL MEDIA
=
MORE CLICKS!

56. Cross-Media Tactics
• Roadmap
• Variable Data Print
• Personalized URLs
• E-Mail Marketing
• Launch & Learn

57. Roadmap to Success

66. 80’s

67. 90’s

68. 00’s

69. Facebook + Email + Print = Results

71. Takeaways
• Historical Acceleration of Change
• Digital Natives vs. Digital Immigrants
• Mobile is Soon to be the New Normal
• Multi-Touch Multi-Channel Works
• Launch & Learn
Everything is Digital and Always available
On Demand by Everyone who are
Inter-Connected via The Cloud which is Everywhere.

72. 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