Social Media – The Ultimate Brand InfluencerUltimate Brand Influencer

Agenda

WhyWhatWhen How

Interactive Marketing Spend Expected to GROWGROW

ZenithOptimedia, April 2009

But Over Ad Spending Remains…FlatFlat

As TraditionalContin es to DeclineContinues to Decline

Why? The Mass Media B bblBubble

“I used to be in advertising. Now I do things”Now I do things”

Razorfish Chairman, Clark Kokich

• Customer experience is your brandCustomer experience is your brand

The Return of Word-of-Mouth

WOM works because of personal interaction Social Media enables human interaction Interaction occur despite time and distance Consumers talk to… everyone Brands are no longer in chargeg g

Conversations are über-hyper enabledConversations are über hyper enabled

People Want People Want Relationships with Re at o s ps w t

People…Not Brands

B kWaaayyy Back In…

Presidential Campaign Trendsp g“Thomas Jefferson used newspapers to win the presidency, F.D.R.

di fused radio to change the way he governed, J.F.K. was the first

president to understand television, and Howard Dean saw the

l f th Web f i i B t S t B k Obvalue 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 sense ofof 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 g g p pself-organize to do the work.”

The Ne York Times- The New York Times

ObamaCampaignCampaign

Obama Email Stats

Email Alerts News Releases News Releases Event Reminders Solicitations Solicitations Email Newsletters

13M+ Addresses 13M+ Addresses 1B+ Messages

3M D t 3M+ Donators

Cause or Effect?The Obama campaign had

UnprecedentedUnprecedentedSocial Media usage

Could popular culture be too far behind?

How many heard mention ofHow many heard mention of

TwitterThi ti l t ?This time last year?

Tonight Show with Conan O’Brien

Late Night with Jimmy Fallon

The Bryan Brinkman Experiment

@bryanbrinkman@bryanbrinkman

“ Twitter is a passing fad that is sweeping the nation ”

- Jon Stewart, 2009Jon Stewart, 2009

So What’s Changing InSo What s Changing In…

Open Source Government?

YouTube Videos Open for Business

The Change Constantg

Bi Biz Stone on change

It’s about Reputation and Influence

M k t ’Use f S i l M di T lMarketers’ Use of Social Media Tools

Why Fish Around with Social Media?Social Media?

You should fish in the pond the fish are in

Finding

Fishing For Something

Do You Tweet?

January 20092 4 million tweets a day2.4 million tweets a day

October 2009 October 200926 million tweets a day

Increasing Numbers of Fish

T t d dTrustedAd i Trusted sources used

to gather information for purchasing

Advisorsp g

decisions

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

Social Graphs – Sphere of Influence

Network of personal connections through which people communicate and share information online Social platform that lets people share their

online activity streamsP t bl i l h ill f l k ti Portable social graph will fuel marketing innovation

Your Social Graph

Does My Book R i Review Influences Others?Others?

R l t dRelated Tweets

Bit ly Short URL TrackingBit.ly Short URL Tracking

Don’t Just Take My Word For It

About Reputation -Trust – Influence Influencer MarketingTrust Agents InfluencerMade to Stick

http://www.trekk.com/blogs/stew/

Influencer MarketingWh R ll I fl Y C t ?Who Really Influences Your Customers?

Trust AgentsU i th W b t B ild I fl I R t tiUsing the Web to Build Influence, Improve Reputation, and Earn Trust

InfluencerThe Power to Change Anything

Made to Stick Why Some Ideas Survive and Others Die

First I Saw the Y T b Vid thYouTube Video then…

http://www.youtube.com/watch?v=sIFYPQjYhv8

Automated Serendipity

The Chaos Scenario 30 Days of Chaos Virality isn't a strategy; it's a fluke

I t t i d f th i Internet is a word of mouth engine Customer service is the new media department Online conversations is vastly better than the Online conversations is vastly better than the

best focus group Human beings flock to other human beings they identify with and trust

What aboutWhat about…

Integrate Integrate Integrateg

Ad b S i ll A Ads can become Socially Aware

Share Cheer

Cheer Messages

http://www cheerfactory com/c/32fhttp://www.cheerfactory.com/c/32f

Skittles.com

Strategy & Tactics

Create Once Publish Often Build Circles of Trust and Influence Roadmaps to Success Track and Measure Every Touchpoint

→ Ini ate Conversa ons→ Cul vate Recommenda ons

→ Establish Reputa on→ Influence Percep on

Social graphscan be used

t b ildto build

Circles of Trust andof Trust and

Influence

Seed the Clouds With web-to-everywhere

Create message

Roadmaps to strategically engageengage

Define and TrackT h i tTouchpointsfor measuring ROI

Integrate CampaignTacticsTacticswith ‘Traditional’CrossCrossMedia

Takeaways

WhyThe Return of Word-of-Mouth

WhatSocial Graphs: Reputation – Trust – Influence

WhenThe Future is Integration

HowStrategy & Tactics

J ff St tA Social Media Evolution

Wh t’ N t?Jeffrey StewartPartner, CTO

> What’s Next?Phone: 815.262.7252Fax: 815.962.2189stew@trekk com

It’s about Integration, Conversations and Influencestew@trekk.comwww.Trekk.comTwitter.com/JeffreyAStewartFacebook.com/JAStewartFacebook.com/JAStewartLinkedIn.com/in/jeffreyastewart