Using Social Media in Cross-Media >
Fusion: Exploring the Multimedia Mix
Why are we Changing?
Where Are We Now?
Where are we Going ?
The Change Constant
ZenithOptimedia, April 2009
Interactive Expected to GROW
But Overall to Remain Flat
As Traditional Continues to Decline
Why? The Mass Media Bubble
The Return of Word-of-Mouth
• WOM works because of relationships• Social Media enables human interaction• Interaction occur despite time and distance• Consumers talk to… everyone, everywhere• Brands are no longer in charge
• Conversations are über-hyper enabled
Marketers’ Use of Social Media Tools
Increasing Numbers of Fish
Trust and Your Social Graph
Your Social Graph
Is your next laptop in the
Clouds?
Or via wireless
and mobile
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
•Search EnginesMeta-DataKeywords
•Social SearchBookmarksRefer a Friend
•Semantic SearchStructuresMicrofomats
Create message
Roadmaps to strategically engage
Define and Track
Touchpointsfor measuring ROI
Integrate Integrate Integrate
Integrate Campaign
Tacticswith ‘Traditional’ CrossMedia
“Fish in the ponds where the fish are”
XMID
Dynamic Duo
Get Your Lumpy Here
Tell You Friends, who tell there friends, who…
Takeaways
• Change is Constant– and it is accelerating
• Social Media is not a Fad– but the name is a fad
• We are returning to Word of Mouth– but in Ubër-Hyper mode
• Social Media is about Relationships– start conversations via cross-media
• The Future is Influence Marketing– And the future is now
It’s about Integration, Conversations and Influence
A Social Media Evolution
> What’s Next?
Jeffrey StewartPartner, CTO Phone: 815.262.7252Fax: [email protected]/JeffreyAStewartFacebook.com/JAStewartLinkedIn.com/in/jeffreyastewart
It’s about Reputation and Influence
