And overview of the evolution of marketing and communications, and how the internet and social media have changed the world of advertising. Tips for social media networking and building trusting relationships that convert in to business.

1. Connections, Conversations, Conversions

2. @adny
• Digital Strategy
• Process / Methodology
• Project Management
• Search Engine Marketing
• User Experience Design

3. @houseofbrew
• Digital Printing
• Social Media
• Supply Chain Management
• Web-based Software
• Web-to-print Systems

4. Agenda
 Evolution of Media & Communications
 Today’s Media
 A New Reality
 Bridging the Gap

5. 1987 Animated GIF
introduced by CompuServe
The Phoenicians develop an alphabet.
3500 BC

6. 1450
Newspapers appear in Europe
First Photographic Image
1814

7. 1916 First radios with tuners,
different stations
NBC starts two radio networks 1927

8. 1930
First television
broadcast in U.S.
Scheduled television broadcasts begin.
1939

11. Media = Money

12. Ad Spending: 1919 - 2009
300,000
250,000
200,000
Total Ad Spending (m.)
150,000
Ad Spending in News,
Mags., Radio, TV (m.)
100,000
50,000
0

13. Meanwhile…

14. 1831
Joseph Henry invents the
first electric telegraph.

15. 1876
Alexander Graham Bell patents the electric
telephone.
1914
First cross continental telephone call made.

16. 1940
FM Police Radio Communications begin in
Hartford, CT.

17. 1949 AT&T Introduces Model 500 telephone.
75% of lines are party lines. 1950

18. 1981
First cellular license

20. 1992
The World Wide Web is born.

21. The World changes

22. Mass communication
for the

25. Media becomes social.

29. http://blog.normprint.com/hilarious-it-computer-jokes

34. Media = ≠ Money
Media Motivation

37. Peak
Billboard Chart Rank
UK Singles (The Official
2
Charts Company)[21]
US Billboard Hot 100[22] 1
US Pop Songs (Billboard)[23] 9
US Hot R&B/Hip-Hop Songs
3
(Billboard)[24]
US Rap Songs (Billboard)[25] 1
Twitter Followers: 2,554,405

38. Twitter Followers: 6,641,347

50. Consumers are empowered.

51. Tropicana Discovers Some Buyers Are
Passionate About Packaging
―Do any of these package-design people
actually shop for orange juice?‖

52. ―Twitter is the ultimate focus group,‖
Peter Shankman said.
―I can post something and in a minute get
feedback from 700 people around the world,
giving me their real opinions.‖

55. Consumers own brands.

58. #IranElection

62. Media = Emotion

63. “…credited for its part in producing double-
figure growth in sales of Dove products.”
The video was viewed…
40,000 times in its first day
1,700,000 times within a month of its upload
12,000,000 times within its first year
“…the total exposure generated through the $50,000
piece was estimated as being worth around $150M.”

64. As much as we’d like to believe otherwise,
the truth is, consumers don’t want to
connect with brands.
They want to connect with each other.
—Sally Hogshead, Fascinate

65. Connect likeminded people together
around a purpose.

66. Ask consumers what they want.

67. Empower consumers to evangelize your brand.

68. Surprise your audience with unique,
interactive brand experiences.

69. Media is free.

70. If you can earn it.

72. Advertising's Future Is 3 Simple Words:
Paid. Owned. Earned.
—Kirk Cheyfitz, CEO Story Worldwide
October 27. 2010

73. Paid jumpstarts owned.
Owned sustains earned.
Earned drives cost down
and effectiveness up.
—Kirk Cheyfitz, CEO Story Worldwide
October 27. 2010

74. Earned media, when it happens, is the
best form of advertising on Earth.
—Kirk Cheyfitz, CEO Story Worldwide
October 27. 2010

76. Gaining customers
should never be a company's objective;
building customer engagement
should be.
—William J. McEwen, Married to the Brand
Gallup Management Journal

77. Passive Active Enthusiasts
Lower Engagement Higher Engagement
Interest Participation Involvement

79. Why Consumers Share
1. Laughter
2. Inspiration
3. Cuteness
4. Originality
5. Shock
6. Surprise
7. Nostalgia
The Social Times

80. ―I tell my friends about your brand
not because I like your brand
but because I like my friends.‖
— Edward Boches, Chief
Innovation Officer, Mullen

81. So…
what?

82. A New Reality

83. People choose what media they
engage with, when and where.
Be with them where they choose to
engage.

84. Build a reputation by
building relationships.

85. ―Marketing spend might start at awareness,
but in the Trust Economy,
communities are king, and ROI stands for
Return on Influence.‖
— Chris Brogan
President, Human Business Works

86. Connect with people.
Get to know them.

89. ―The Age of Personal Branding‖

90. Online
Offline

91. Use online and offline tools to connect.

92. “Networking is not about hunting.
It is about farming.
It‟s about cultivating relationships.
Do not engage in „premature solicitation‟.
You‟ll be a better networker if you
remember that.”
- Dr. Ivan Misner – founder of BNI

93. Online
Earned Owned
• Twitter • Website
• Facebook • Mobile
• LinkedIn • Advertising
• Google • Email
• Flickr
• YouTube
• Blog

95. A Stream of Digital Consciousness –
over a billion tweets from 20 million users.
Connect with people who
share your passions and interests.

98. Connect Past & Present
Cultivate Likes and Comments

101. Business Networking
Referrals and References – Online Resume

103. 91%
Say consumer reviews are the #1 aid to buying decisions.
87%
Trust a friend’s recommendation over a critic’s review.
1 word-of-mouth conversation
Social Media = influence.
has the impact of 200 TV ads.

106. Offline
Earned Owned
• Networking • TV
• Word of Mouth • Print
• Outdoor
• Direct Mail
• Business cards
• Meet-Meme cards

107. — Edward Boches, Chief
Innovation Officer, Mullen

108. 1980

109. 2010

110. Create unique, memorable experiences.
Connect online to continue the conversation and
build the relationship.

116. Meet Scan Connect

134. Connect, Converse, Convert

135. Ask me how