iabcseattle - tjkelly - beyond channels: social media trends

Beyond ChannelsTrends and ideas that engage, influence, connect & amplify

March 2010

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1) State of Play

2) Foundation for Authenticity

3) Where are We Going

4) Questions & Discussion

STATE OF PLAY

“SOCIAL MEDIA”

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MEDIA IS SOCIAL, BUSINESSES CAN SHOULD BE SOCIAL

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FOUNDATION

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Added Building Block - Social Media Relations

AUDIENCE BASED PROGRAMS Q1 Q2 Q3 Q4

Consumer Programs

Corporate Programs

Employee Programs

Shareholder Programs

Media Relations

Social Media Relations

FOUNDATIONAL LAYER ACROSS ALL PROGRAMS

ESTABLISHING AN ACTIVATION LAYER AS A FOUNDATION

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DIFFERENT FORMS OF ENGAGEMENT ACROSS DIFFERENT PROPERTIES. EVERY ENCOUNTER MATTERS.

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It’s important to remember that social media is part of a broader ecosystem.

Digital Engagement

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It’s NOT just about the story

It’s about the conversation

Transparency Mutual Respect

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LISTEN

ASSESS

ENGAGE

IMPROVE

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• Topics of interest, issues• Complaints, compliments• Questions

• Needs• Motivations• Goals• Objectives

• Proactively converse• Respond and help• Mitigate or amplify conversation

• Refine• Target• Preempt

INSIGHT-DRIVEN, REAL-TIME ENGAGEMENT & AUTHENTICITYAN EVERYDAY PRACTICE

WHERE ARE WE GOING?

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Twitter, status updates on Facebook, LinkedIn etc.—they are all forms of micro-broadcasting, a phenomenon where individuals broadcast their activities across multiple social networks and systems

1 MICRO-BROADCASTING

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1 Broadcasting activities across multiple networks

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1 Broadcasting activities to friends and followers

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Digital interactions are becoming localized. From tweetups, to foursquare, to geolocating your media—people desire to connect with those in their proximity.

2 GOING LOCAL

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Geolocating & face to face interactions2

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Regional segmentation marketing2

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Internet users are increasingly becoming used to relevant information coming to them vs. them having to go out and find it. Digital destinations are increasingly evolving into content rich “dashboards” to meet this demand.

3 AGGREGATION

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3 Topic aggregation

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3 Sprite dashboard

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Connectivity is increasingly becoming real time as more digital experiences move toward communication and interactions which occur instantaneously and without delay

4 REAL-TIME COMMUNITY

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4 Social merchandising in real-time

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4 Engaging customers/potential customers in real-time

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4 Real-time mobile communicaton in social context

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4 Event based real-time community/conversation

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SOCIAL COMMERCE

Social commerce is the socialization of the entire commerce cycle starting from awareness, moving to consideration, purchase and post purchase.

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Buying off the Facebook wall5

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Getting purchase advice from peers5

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Collective buying and selling5

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1) Micro-broadcasting

2) Going Local

3) Aggregation

4) Real-time Community

5) Social Commerce

QUESTIONS & DISCUSSION

TJ.Kelly@edelman.com@tjkelly42LinkedIn.com/tjkelly42

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