Presentation given at the IPN Global Sales and Technical Conference

1. Social Media – The
Ultimate Brand Influencer

2. Agenda
 Why
 What
 When
 How

3. Interactive Marketing Spend Expected to
GROW
ZenithOptimedia, April 2009

4. But Over Ad Spending Remains…
Flat

5. As Traditional
Continues
Contin es to Decline

6. Why? The Mass Media
Bubble
B bbl

7. “I used to be in advertising.
Now I do things”
Razorfish Chairman, Clark Kokich
• Customer experience is your brand

8. 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
g g
 Conversations are über-hyper enabled
über hyper

9. People Want
Relationships w t
Re at o s ps with
People…Not Brands

10. Waaayyy B k In…
Back

11. Presidential Campaign Trends
p g
“Thomas Jefferson used newspapers to win the presidency, F.D.R.
used radio to change the way he governed, J.F.K. was the f
di first
president to understand television, and Howard Dean saw the
value of th Web f raising money. B t Senator B
l f the for i i But S t Barack Obama
k Ob
understood that you could use the Web to lower the cost
of building a political brand create a
brand, sense of
connection and engagement, and dispense with the
command and control method of governing to allow
g g p p
people to
self-organize to do the work.”
- The New York Times
Ne

12. Obama
Campaign

13. Obama Email Stats
 Email Alerts
 News Releases
 Event Reminders
 Solicitations
 Email Newsletters
 13M+ Addresses
 1B+ Messages
 3M D
3M+ Donators
t

14. Cause or Effect?
The Obama campaign had
Unprecedented
Social Media usage
Could popular culture be too far
behind?
How many heard mention of
Twitter
This ti
Thi time last year?
l t ?

15. Tonight Show with Conan O’Brien

16. Late Night with
Jimmy Fallon
The Bryan
Brinkman
Experiment
@bryanbrinkman

17. “ Twitter is a passing fad that is
sweeping the nation ”
- Jon Stewart, 2009

18. So What’s Changing In
What s In…

19. Open Source Government?

20. YouTube Videos Open for Business

22. The Change Constant
g

23. Biz
Bi Stone on change

24. It’s about Reputation and Influence

25. M k t ’ Use of Social Media Tools
Marketers’ f S i l M di T l

26. Why Fish Around with
Social Media?
 You should fish in the pond the fish are in

27. Finding
Fishing For Something

28. Do You Tweet?
 January 2009
 2 4 million tweets a day
2.4
 October 2009
 26 million tweets a day

29. Increasing Numbers of Fish

30. Trusted
Advisors
Ad i Trusted
T t d sources used d
to gather information
for purchasing
p g
decisions

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

32. 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
 P t bl social graph will f l marketing
Portable i l h ill fuel k ti
innovation

33. Your Social Graph

34. Does My Book
Review
R i
Influences
Others?

35. Related
R l t d
Tweets

36. Bit.ly
Bit ly Short URL Tracking

37. Don’t Just Take My Word For It
 About Reputation -Trust – Influence
 Influencer Marketing
 Trust Agents
 Influencer
 Made to Stick
http://www.trekk.com/blogs/stew/

38. Influencer Marketing
Who Really Influences Y
Wh R ll I fl Your C t
Customers?
?

39. Trust Agents
Using the Web to B ild Influence, I
U i th W b t Build I fl Improve R
Reputation,
t ti
and Earn Trust

40. Influencer
The Power to Change Anything

41. Made to Stick
Why Some Ideas Survive and Others Die

42. First I Saw the
YouTube Vid th
Y T b Video then…
http://www.youtube.com/watch?v=sIFYPQjYhv8

43. Automated Serendipity
 The Chaos Scenario
 30 Days of Chaos
 Virality isn't a strategy; it's a fluke
I t
Internet is a word of mouth engine
ti d f th i
 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

44. What about
about…

45. Integrate Integrate Integrate
g

46. Ad can become Socially A
Ads b S i ll Aware

47. Share Cheer

48. Cheer Messages

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

51. Skittles.com

53. Strategy & Tactics
 Create Once Publish Often
 Build Circles of Trust and Influence
 Roadmaps to Success
 Track and Measure Every Touchpoint

54. → Ini ate Conversa ons
→ Cul vate Recommenda ons
→ Establish Reputa on
→ Influence Percep on
Social graphs
can be used
to build
t b ild
Circles
of Trust and
Influence

55. Seed the Clouds
With web-to-everywhere

56. Create
message
Roadmaps
to strategically
engage

57. Define and Track
Touchpoints
T h i t
for measuring ROI

58. Integrate
Campaign
Tactics
with
‘Traditional’
Cross
Media

59. Takeaways
 Why
 The Return of Word-of-Mouth
 What
 Social Graphs: Reputation – Trust – Influence
 When
 The Future is Integration
 How
 Strategy & Tactics

60. Jeffrey St
J ff Stewart
t
Partner, CTO A Social Media Evolution
Phone: 815.262.7252
> Wh t’
What’s N t?
Next?
Fax: 815.962.2189
stew@trekk.com
stew@trekk com
www.Trekk.com Integration, Conversations and Influence
It’s about
Twitter.com/JeffreyAStewart
Facebook.com/JAStewart
LinkedIn.com/in/jeffreyastewart