social media mythbusters

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I delivered this deck in New York on 11 October 2011 at Web 2.0 Expo.

TRANSCRIPT

w2e NY 2011

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

Weve 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

Lets 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 dont 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

Dont 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 =todays 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 dont 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 worlds 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 dont 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 dont 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 Dont 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