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: 815.962.2189stew@trekk.comwww.Trekk.comTwitter.com/JeffreyAStewartFacebook.com/JAStewartLinkedIn.com/in/jeffreyastewart