Using Social Media In Cross Media Direct Influence Marketing
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Using Social Media in Cross-Media > Direct Influence Direct Influence Marketing ?
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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.
Transcript of Using Social Media In Cross Media Direct Influence Marketing
Using Social Media in Cross-Media >
Direct Influence Direct Influence Marketing ?
Where Have We Been?Where Have We Been?
Where Are We Now?
Wh Going ?Where are we Going ?
The Mass Media Bubble
People Want People Want Relationships with Re at o s ps w t
People…Not Brands
Interactive Marketing Spend Expected to
Doubleto nearly $55 billion by 2014
W B k Waaayyy Back In
Presidential Campaign Trends
“Thomas Jefferson used newspapers to win the presidency, ff p p p 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
l h to lower the cost of building a political brand, create a 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
Campaign Email
• Email AlertsN R l• News Releases
• Event Reminders• Solicitations• Solicitations• Email Newsletters• 13M+ Addresses• 1B+ Messages
Cause or Effect?
The Obama campaign had
UnprecedentedUnprecedentedSocial Media usage
Could popular culture be too far behind?
H h d ti fHow many heard mention of
TwitterThis time last year?
Tonight Show with Conan O’Brien
Twitter Tracker
Late Night with Jimmy Fallon
The Bryan Brinkman Experiment
@bryanbrinkman@ y
“ Twitter is a passing fad that is sweeping the nation ”
Jon Stewart, 2009
Where Are We Now?
Open Government?Open Government?
Whitehouse Open for Questions?for Questions?
Helen Thomas:Helen Thomas:Obama “controlling the press”
Protector of the Public ?Protector of the Public ?Or protector of the
S Q Status Quo ?
The Change Constant
Biz Stone on where change originates
But Many Do Get It
M k t ’Use f S i l M di T lMarketers’ Use of Social Media Tools
It’s about Reputation and Influence
What are they Doing ?• Status• Blogs• Blogs• Wiki’s• Discussions• Discussions• Reviews
Ameme (pronounced /ˈmiːm/ rhyming with "cream"[1]) is aA meme (pronounced / miːm/, rhyming with cream [1]), 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.
Bookmark Sharing
FindingFinding
Looking For SomethingLooking For Something
Social network and blogging sites are f hnow the fourth most popular activity
on the Internet activityy
• 300M+ Facebook Users• 50% log on any given day• Fastest growing segmentg g g
•35 years and older• 6B minutes of use each day•Average of130 friends each•Average of130 friends each
My Book Review Review Post
Related Tweets
Bit ly Short URL TrackingBit.ly Short URL Tracking
RecommendationTo My Friendsy
http://www.youtube.com/watch?v=sIFYPQjYhv8
Your Social GraphYour Social Graph
How many degrees away are you from Kevin Bacon?
Ads can become Socially Aware …Bad?
And connect to Your social graphg p
Where are we Going ?
QuotablesQuotables
“The World Wide Web “Make e er thing as The World Wide Web, as we know it, is only 5,000 days old”
Make everything as simple as possible, but not simpler.”
“By 2040, the web will d h it i
“Clouds look as one f di t b t if exceed humanity in
processing power”from a distance, but if you see them nearby, they show themselves as disorderly drops of water”
Kevin Kelly Albert Einstein
Is your next laptop in the Clouds?
Or via wirelessand mobile
Will we use Real-Time Search?
Redfines E ilRedfines Email, Messaging, Collaboration?
Can it search the Semantic Web?
“We turn the world of blogs into math”
"Doritos munchers bikers forDoritos munchers, bikers for Obama, MINI Coooperenthusiasts. Once [J.D. Power] has sorted bloggers into tribes, it can start digging for correlations between tribes and products."
Stephen BakerThe Numerati
Can it tell you how people Feel ?Can it tell you how people Feel ?
Integrate Integrate Integrateg
Skittles comSkittles.com
→ Initiate Conversations
→ Cultivate Recommendations
→ Establish Reputation
→ Influence Perception→ Influence Perception
Social graphscan be used
to build
Circles Circles of Trust and Influence
Seed the Clouds With web-to-everywhere
•Search EnginesMeta‐DataKeywordsKeywords
•Social SearchBookmarksR f F i dRefer a Friend
•Semantic SearchStructuresMicrofomats
Create message
Roadmaps Roadmaps to strategically engage
Define and Track
To ch oi tsTouchpointsfor measuring ROI
In the future, Marketing Communications will be
integrated with ALL Media to influence behaviorintegrated with ALL Media to influence behavior
The time is now to start adopting
Influence Marketing
Integrate Campaign
TacticsTacticswith ‘Traditional’CrossCrossMedia
“Fish in the ponds where thewhere the fish are”
Direct Mail and Email
Mobile Devices
TwitterTwitter
XXMID
Dynamic Duo
LGet Your Lumpy Here
Tell You Friends, who tell there friends, who…
TakeawaysTakeaways• Change is Constantg
– and it is accelerating• Social Media is not a Fad
b h i f d– but the name is a fad• We are returning to Word of Mouth
– but in Ubër-Hyper modebut in Ubër Hyper mode• Social Media is about Relationship
– start conversations via cross-media• The Future is Influence Marketing
– And the future is now
ffA Social Media Evolution
Wh t’ N t?Jeffrey StewartPartner, CTO
> What’s Next?Phone: 815.262.7252Fax: [email protected]
It’s about Integration, Conversations and Influence
www.Trekk.comTwitter.com/JeffreyAStewartFacebook.com/JAStewartLinkedIn com/in/jeffreyastewartConversations and InfluenceLinkedIn.com/in/jeffreyastewart
