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.

1. Using Social Media in Cross-Media >
Direct Influence
Marketing ?

2. Where Have We Been?
Where Are We Now?
Where are we Going ?
Wh

3. The Mass Media
Bubble

4. People Want
Relationships w t
Re at o s ps with
People…Not Brands

5. Interactive Marketing Spend Expected to
Double
to nearly $55 billion by 2014

6. Waaayyy B k In
W Back

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

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?

22. Tonight Show with Conan O’Brien
Twitter Tracker

23. Late Night with
Jimmy Fallon
The Bryan
Brinkman
Experiment
@ y
@bryanbrinkman

24. “ Twitter is a passing fad that is
sweeping the nation ”
Jon Stewart, 2009

25. Where Are We Now?

26. Open Government?

29. Whitehouse Open
for Questions?

30. Helen Thomas:
Helen Thomas:
Obama “controlling
the press”
Protector of the Public ?
Or protector of the
Status Q ?
S Quo

31. The Change Constant

32. Biz Stone on where change originates

33. But Many Do Get It

34. M k t ’ Use of S i l Media Tools
Marketers’ f Social M di T l

35. It’s about Reputation and Influence

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.

37. Bookmark Sharing

38. Finding
Looking For Something

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

40. My Book
Review
Post

41. Related Tweets

42. Bit.ly
Bit ly Short URL Tracking

43. Recommendation
To My Friends
y
http://www.youtube.com/watch?v=sIFYPQjYhv8

44. Your Social Graph

45. How many degrees away are you from Kevin Bacon?

46. Ads can become Socially Aware …Bad?

47. And connect to Your social graph
g p

48. Where are we Going ?

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

54. Is your next laptop in the Clouds?

55. Or via wireless
and mobile

56. Will we use Real-Time Search?

57. Redfines E il
Email,
Messaging, Collaboration?

58. Can it search the Semantic Web?

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 ?

60. Integrate Integrate Integrate
g

63. Skittles.com
Skittles com

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

68. Create
message
Roadmaps
to strategically engage

69. Define and Track
Touchpoints
To ch oi ts
for measuring ROI

70. In the future, Marketing Communications will be
integrated with ALL Media to influence behavior
The time is now to start adopting
Influence Marketing

71. Integrate
Campaign
Tactics
with
‘Traditional’
Cross
Media
“Fish in
the ponds
where the
fish are”

72. Direct Mail and Email

73. Mobile Devices

74. Twitter

75. Facebook

76. X
M
I
D

81. Dynamic Duo

86. Get Your L
Lumpy Here

87. Tell You Friends, who tell there friends,
who…

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