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Converge - Social Media – The Ultimate Brand Influencer
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Social Media – The Ultimate Brand InfluencerJeffrey StewartCTO, Trekk Cross-Media
Agenda
Why What When How
Interactive Marketing Spend Expected to
GROW
ZenithOptimedia, April 2009
But Over Ad Spending Remains…
Flat
As TraditionalContinues to Decline
Why? The Mass Media
Bubble
“I used to be in advertising.
Now I do things”
Razorfish Chairman, Clark Kokich
• Customer 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 charge
Conversations are über-hyper enabled
People Want Relationships with People…Not Brands
Waaayyy Back In…
Presidential Campaign Trends
“Thomas Jefferson used newspapers to win the
presidency, 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
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
ObamaCampaign
Obama Email Stats
Email Alerts News Releases Event Reminders Solicitations Email Newsletters 13M+ Addresses 1B+ Messages 3M+ Donators
Cause or Effect?
The Obama campaign had
UnprecedentedSocial Media usage
Could popular culture be too far behind?
How many heard mention of
TwitterThis time last year?
Tonight Show with Conan O’Brien
@bryanbrinkman
Late Night with Jimmy Fallon
The Bryan Brinkman Experiment
“ Twitter is a passing fad that is sweeping the nation ”
- Jon Stewart, 2009
So What’s Changing In…
Open Source Government?
YouTube Videos Open for Business
Open for Questions?
Helen Thomas:Obama “controlling the press”
Protector of the Public ?Or protector of the
Status Quo ?
The Change Constant
Biz Stone on where change
But Many Do Get It
Marketers’ Use of Social Media Tools
It’s about Reputation and Influence
Why Fish Around with Social Media?
You should fish in the pond the fish are in
Finding
Fishing For Something
Increasing Numbers of Fish
Trusted sources used to gather information for purchasing decisions
TrustedAdvisors
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 streams
Portable social graph will fuel marketing innovation
Your Social Graph
Does My Book
Review Influences Others?
Related Tweets
Bit.ly Short URL Tracking
http://www.youtube.com/watch?v=sIFYPQjYhv8
First I Saw the YouTube Video then…
Don’t Just Take My Word For It About Reputation -Trust – Influence
Influencer MarketingTrust AgentsInfluencerMade to Stick
http://www.trekk.com/blogs/stew/
Influencer MarketingWho Really Influences Your Customers?
Trust AgentsUsing 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
What about…
Automated Serendipity
The Chaos Scenario 30 Days of Chaos Virality isn't a strategy; it's a fluke
Internet is a word of mouth engine Customer service is the new media department
Online conversations is vastly better than the best focus group
Human beings flock to other human beings they identify with and trust
Integrate Integrate Integrate
Skittles.com
Strategy & Tactics
Create Once Publish Often Build Circles of Trust and Influence
Roadmaps to Success Track and Measure Every Touchpoint
Social graphscan be used
to build
Circles of Trust and
Influence
→ Initiate Conversations→ Cultivate Recommendations
→ Establish Reputation→ Influence Perception
Seed the Clouds With web-to-everywhere
Create message
Roadmaps to strategically engage
Define and Track
Touchpointsfor measuring ROI
Integrate Campaign
Tacticswith ‘Traditional’CrossMedia
Takeaways
WhyThe Return of Word-of-Mouth
WhatSocial Graphs: Reputation – Trust – Influence
WhenThe Future is Integration
HowStrategy & Tactics
Jeffrey StewartPartner, CTO Phone: 815.262.7252Fax: [email protected]/JeffreyAStewartFacebook.com/JAStewartLinkedIn.com/in/jeffreyastewart