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Social Media MythbustersPeter KimChief Strategy Officer
11 October 2011
® 2011 Dachis Group. Confidential and Proprietary
Hello.
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
How I got here• Digital strategy at Razorfish, 2000 - 2001• Head of global digital marketing + ecommerce at PUMA,
2001 - 2004• Analyst at Forrester, 2005 - 2008• Employee #1 at Dachis Group, 2008 -
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
Dachis Group is 200+ professionals worldwide
AustinLondon
PortlandNew York
PhiladelphiaSt. Louis
LincolnMadrid
AmsterdamSydney
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
We’ve worked with...
Fortune 100
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
We have delivered 500+ Social Media Solutions
® 2011 Dachis Group. Confidential and Proprietary
Let’s rewind it back.
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
From institutions to individuals• Subservient Chicken, 2004
http://www.subservientchicken.com/pre_bk_skinned.swf
• BowieChick, 2006http://www.youtube.com/watch?v=jXe8pyY9G80
• @delloutlet, 2009http://twitter.com/delloutlet
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
Social media myths• Fail fast• Customers in control• Brands don’t need Facebook or Twitter strategy
® 2011 Dachis Group. Confidential and Proprietary
“Fail fast.”
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
($2.7) billion in market cap
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
Imported from Detroit
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
Don’t fail - be strategic insteadFail fast =quit and give up easy =spaghetti against the wall =no clear strategy going into your business =no ability / willingness to try and pivot as market conditions change =easy way out =today’s management mantra that will be laughed at in 10 years.
- Mark Suster, VC and General Partner at GRP Partners
http://www.bothsidesofthetable.com/2010/03/11/the-fail-fast-mantra-needs-to-fail/
® 2011 Dachis Group. Confidential and Proprietary
Being strategic
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
Start with culture
http://communicationnation.blogspot.com/2011/02/connected-company.html
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
Organize for connectivity
http://communicationnation.blogspot.com/2011/02/connected-company.html
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
Use the right tools for the right jobs
http://communicationnation.blogspot.com/2011/02/connected-company.html
® 2011 Dachis Group. Confidential and Proprietary
“Consumers are in control.”
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
Austin Solid Waste Services
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
Consumers are not in controlThe overheated rhetoric acts as a deceptive rationalization.We marketers have far more control than we let on.We buy the media, make the product, write the message, pick the messaging platform, select the suppliers, and hire the employees who ultimately do all the above.
- Pete Blackshaw, Nestle Global Head of Digital Marketing and Social Media
http://www.clickz.com/clickz/column/1696074/repeat-after-me-were-still-control
® 2011 Dachis Group. Confidential and Proprietary
A framework for sharing control
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
The goal: create business value
Activate!
+ A company that lives brand values from the inside out"
+ Brand values to consumers in new, compelling ways"
+ Engage consumers in meaningful relationships that drive loyalty"
+ Cultivate loyalists into advocates for your brand and have them demonstrate your brand values in the marketplace"
Unite!Communicate!
Create!
® 2011 Dachis Group. Confidential and Proprietary
“You don’t need a Facebook strategy.”
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
800Musers worldwide
Source: Facebook
$77 billion valuationSource: Wall Street Journal
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
Facebook would be the world’s 3rd largest country
1,340 million1,210 million
800 million active users
312 million
191 million 238 million
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
Planning for Facebook
® 2011 Dachis Group. Confidential and Proprietary
“You don’t need a Twitter strategy.”
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
Twitter now has 100 million active users
Source: Twitter
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
How to succeed with Twitter• Build a follower base
- The bigger the better - think Duncan Watts’ “Big Seed”- Promoted accounts have stickier follows
• Publish organic and promoted tweets- Engage with consumers naturally- Promoted tweets don’t spur unfollow lift and show 3 - 5%
engagement • Plan ahead with a promoted trend
- High visibility, high traffic
• http://www.beingpeterkim.com/2011/09/twitter-media-plan.html
® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011 @peterkim #smm
Social business by design• Don’t fail by
making stupid mistakes - plan holistically
• Remember that brands have control - you make the market
• Social networks have critical mass - you need a integrated media plan
Thank you
http://www.dachisgroup.com+ 1 512-275-7825peter.kim@dachisgroup.com@peterkim
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