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, Stewart explores how 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. Attendees will leave this workshop with a much better understanding of where the future of direct marketing is headed and how the rules are changing.
7. Presidential Campaign Trends
“Thomas Jefferson used newspapers to win the p
ff p p presidency,
y
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 of building a political brand, create a
l h
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
8. Campaign Email
• Email Alerts
• News Releases
N R l
• Event Reminders
• Solicitations
• Email Newsletters
• 13M+ Addresses
• 1B+ Messages
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21. Cause or Effect?
The Obama campaign had
Unprecedented
Social Media usage
Could popular culture be too far behind?
How
H many heard mention of
h d ti f
Twitter
This time last year?
36. What are they Doing ?
• Status
• Blogs
• Wiki’s
• Discussions
• Reviews
A meme (pronounced /ˈmiːm/ rhyming with "cream"[1]) is a
A meme (pronounced / miːm/, 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.
39. Social network and blogging sites are
now the f
fourth most popular activity
h
on the Internet activity y
• 300M+ Facebook Users
• 50% log on any given day
• Fastest growing segment
g g g
•35 years and older
• 6B minutes of use each day
•Average of130 friends each
•Average of130 friends each
49. Quotables
“The World Wide Web
The Web, “Make everything as
Make e er thing
as we know it, is only simple as possible,
5,000 days old” but not simpler.”
“By 2040, the web will “Clouds look as one
exceed h
d humanity in
it i from a di t
f distance, but if
b t
processing power” you see them nearby,
they show themselves
as disorderly drops of
water”
Kevin Kelly Albert Einstein
59. “We turn the world of blogs into math”
"Doritos munchers bikers for
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 products."
Stephen Baker
The Numerati
Can it tell you how people Feel ?
66. → Initiate Conversations
→ Cultivate Recommendations
→ Establish Reputation
→ Influence Perception
→ Influence Perception
Social graphs
can be used
to build
Circles
of Trust and Influence
67. Seed the Clouds
With web-to-everywhere
•Search Engines
Meta‐Data
Keywords
•Social Search
Bookmarks
Refer a Friend
R f Fi d
•Semantic Search
Structures
Microfomats
70. In the future, Marketing Communications will be
integrated with ALL Media to influence behavior
The time is now to start adopting
Influence Marketing
88. Takeaways
• Change is Constant
g
– and it is accelerating
• Social Media is not a Fad
– b the name is a fad
but h i f d
• We are returning to Word of Mouth
– but in Ubër-Hyper mode
Ubër Hyper
• Social Media is about Relationship
– start conversations via cross-media
• The Future is Influence Marketing
– And the future is now
89. Jeffrey Stewart
ff
Partner, CTO A Social Media Evolution
Phone: 815.262.7252
> Wh t’
What’s N t?
Next?
Fax: 815.962.2189
stew@trekk.com
www.Trekk.com
It’s about Integration,
Twitter.com/JeffreyAStewart
Facebook.com/JAStewart
Conversations and Influence
LinkedIn.com/in/jeffreyastewart
LinkedIn com/in/jeffreyastewart