A Social Media Revolution > What ’ s Next ? What s Next ?
May 19, 2015
A Social Media Revolution >What’s Next ?What s Next ?
ffA Social Media Evolution
Wh t’ N t?Jeffrey StewartPartner, CTO
> What’s Next?Phone: 815.262.7252Fax: [email protected]
It’s about Integration, Conversations and Influence
www.Trekk.comTwitter.com/JeffreyAStewartFacebook.com/JAStewartLinkedIn com/in/jeffreyastewartConversations and InfluenceLinkedIn.com/in/jeffreyastewart
Where Have We Been?Where Have We Been?
Where Are We Now?
Where are we Going ?Where are we Going ?
The Mass Media Bubble
Rise of Digital Media se o g ta ed a
SocialSocial Media’s Global Global Reach
W B k Waaayyy Back In
Presidential Campaign Trends
“Thomas Jefferson used newspapers to win the presidency, ff p p p y
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
l h 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
Obama Email Updates
• Email Alerts• News Releases• Event Reminders• Solicitations• Email Newsletters• Email Newsletters• 13M+ Addresses• 1B+ Messages
Cause or Effect?
The Obama campaign had
UnprecedentedUnprecedentedSocial Media usage
Could popular culture be too far behind?
H h d ti fHow many heard mention of
TwitterThis time last year?
Tonight Show with Conan O’Brien
Twitter Tracker
Late Night with Jimmy Fallon
The Bryan Brinkman Experiment
@bryanbrinkman@ y
“ Twitter is a passing fad that is sweeping the nation ”
John Stewart, 2009
Where Are We Now?
Whitehouse Open for Questions?for Questions?
Helen Thomas:Helen Thomas:Obama “controlling the press”
Protector of the Public ?Protector of the Public ?Or protector of the
S Q Status Quo ?
Organizations have natural defenses Chthat fight Change
"I would rather be tied up to stakes in theI would rather be tied up to stakes in the Kalahari Desert, have honey poured over me and red ants eat out my eyes than open a Twitter account,” – Maureen Dowd
"I don't know anything about the Twitter.“ "You know h d f " h h d " ' h k ' fwhat it reminds me of," the host said, "I'm thinkin' of,oh yeah, a waste of time.“ – David Letterman
Bill Maher ‐ Twittering users are displaying the self absorption that will destroy us all
The Change Constant
Biz Stone on where change originates
But Many Do Get It
What are they Doing ?• Status
Bl• Blogs• Wiki’s• Discussions• ReviewsReviewsA meme (pronounced /ˈmiːm/, rhyming with "cream"[1]) is a postulated unit or element of culturalcream [ ]), is a postulated unit or element of culturalideas, symbols or practices, and is transmitted from one mind to another through speech, gestures, rituals, or g p , g , ,other imitable phenomena.
Bookmark Sharing
FindingFinding
Looking For SomethingLooking For Something
TwitteringTwittering
GooglingGoogling
FacebookingFacebooking
BingingBinging
Social network and blogging sites are f hnow the fourth most popular activity
on the Internet
How many degrees away are you from Kevin Bacon?
Your Social GraphYour Social Graph
Don't cross the streamsDon t cross the streams. It would be bad…
Ads can become Socially Aware …Bad?
Some are organized to DeliverOthers NotOthers Not
It’s about Reputation and Influence
Where are we Going ?
Roads? Where we’reRoads? Where we re going, we don’t need roads.
Wired’s Kevin Kelly - "Web 3.0"
The price ofWe have to get better at
The price of personalization is transparency…
believing the impossible.
transparency… It’s easier to Google then to rememberThe World Wide Web, as
k it i l 5 000we know it, is only 5,000 days old.
Attention is the only currency of value, the only scarcity left.
Is your next laptop in the Clouds?
Or via wirelessand mobile
Jeremiah Owyang defines 5 E ’ f th S i l W b5 Era’s of the Social Web
Will we use Real-Time Search?
Redfines EmailRedfines Email, Messaging, Collaboration?
Can it search the Semantic Web?
“We turn the world of blogs into math”
"Doritos munchers bikers forDoritos munchers, bikers for Obama, MINI Coooperenthusiasts. Once [J.D. Power] has sorted bloggers into tribes, it can start digging for correlations between tribes and products."
Stephen BakerThe Numerati
Can it tell you how people Feel?Can it tell you how people Feel?
Integrate Integrate Integrateg
SFDC Service CloudSFDC Service Cloud
Skittles comSkittles.com
API’sAPI slike those from
enable you to manageenable you to manage
Connections between platforms
and
People
You can plug into theou ca p ug to t e
Pulseof the Web
Social graphscan be used
to buildCircles
of Trust and Influence
Seed the Clouds With web-to-everywhere
•Search EnginesMeta‐DataKeywordsKeywords
•Social SearchBookmarksR f F i dRefer a Friend
•Semantic SearchStructuresMicrofomats
Sustain Your BuzzVia Streams / Memes/ Waves
→ Initiate Conversations
→ Cultivate Recommendations
→ Establish Reputation→ Establish Reputation
→ Influence Perceptions
→ Trust Though Authenticity
Create message
Roadmaps Roadmaps to strategically engage
Define and TrackTo ch oi tsTouchpointsfor measuring ROI
In the future, Marketing Communications will be
integrated with ALL Media to influence behaviorintegrated with ALL Media to influence behavior
The time is now to start adoptingInfluence Marketing
See your futurefuture. Be your future.
May, make,May, make, make it,
k itmake it. Make your future