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

It’s about Reputation and Influence