iabcseattle - tjkelly - beyond channels: social media trends
DESCRIPTION
IABCSeattle's March 16, 2010 Morning Manager event was a home run hit. Fantastic presenter TJ Kelly (@tjkelly42), VP at Edelman Digital, shared great insights and wisdom on trends in social commerce, micro-broadcasting and how social media is changing the way we communicate.TRANSCRIPT
Beyond ChannelsTrends and ideas that engage, influence, connect & amplify
March 2010
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1) State of Play
2) Foundation for Authenticity
3) Where are We Going
4) Questions & Discussion
STATE OF PLAY
“SOCIAL MEDIA”
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MEDIA IS SOCIAL, BUSINESSES CAN SHOULD BE SOCIAL
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FOUNDATION
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Added Building Block - Social Media Relations
AUDIENCE BASED PROGRAMS Q1 Q2 Q3 Q4
Consumer Programs
Corporate Programs
Employee Programs
Shareholder Programs
Media Relations
Social Media Relations
FOUNDATIONAL LAYER ACROSS ALL PROGRAMS
ESTABLISHING AN ACTIVATION LAYER AS A FOUNDATION
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DIFFERENT FORMS OF ENGAGEMENT ACROSS DIFFERENT PROPERTIES. EVERY ENCOUNTER MATTERS.
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It’s important to remember that social media is part of a broader ecosystem.
Digital Engagement
It’s about the conversation
Transparency Mutual Respect
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LISTEN
ASSESS
ENGAGE
IMPROVE
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• Topics of interest, issues• Complaints, compliments• Questions
• Needs• Motivations• Goals• Objectives
• Proactively converse• Respond and help• Mitigate or amplify conversation
• Refine• Target• Preempt
INSIGHT-DRIVEN, REAL-TIME ENGAGEMENT & AUTHENTICITYAN EVERYDAY PRACTICE
WHERE ARE WE GOING?
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Twitter, status updates on Facebook, LinkedIn etc.—they are all forms of micro-broadcasting, a phenomenon where individuals broadcast their activities across multiple social networks and systems
1 MICRO-BROADCASTING
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1 Broadcasting activities across multiple networks
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1 Broadcasting activities to friends and followers
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Digital interactions are becoming localized. From tweetups, to foursquare, to geolocating your media—people desire to connect with those in their proximity.
2 GOING LOCAL
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Geolocating & face to face interactions2
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Regional segmentation marketing2
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Internet users are increasingly becoming used to relevant information coming to them vs. them having to go out and find it. Digital destinations are increasingly evolving into content rich “dashboards” to meet this demand.
3 AGGREGATION
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3 Topic aggregation
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3 Sprite dashboard
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Connectivity is increasingly becoming real time as more digital experiences move toward communication and interactions which occur instantaneously and without delay
4 REAL-TIME COMMUNITY
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4 Social merchandising in real-time
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4 Engaging customers/potential customers in real-time
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4 Real-time mobile communicaton in social context
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4 Event based real-time community/conversation
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SOCIAL COMMERCE
Social commerce is the socialization of the entire commerce cycle starting from awareness, moving to consideration, purchase and post purchase.
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Buying off the Facebook wall5
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Getting purchase advice from peers5
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Collective buying and selling5
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1) Micro-broadcasting
2) Going Local
3) Aggregation
4) Real-time Community
5) Social Commerce
QUESTIONS & DISCUSSION
[email protected]@tjkelly42LinkedIn.com/tjkelly42
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