Social Media MythbustersPeter KimChief Strategy Officer11 October 2011
Hello.® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011          @peterkim #smmHow I got here• Digital strategy at Razorfish, 2000 - 200...
Social Media Mythbusters | 11 October 2011         @peterkim #smmDachis Group is 200+ professionals worldwide             ...
Social Media Mythbusters | 11 October 2011                       @peterkim #smmWe’ve worked with...                       ...
Social Media Mythbusters | 11 October 2011         @peterkim #smmWe have delivered 500+ Social Media Solutions® 2011 Dachi...
Let’s rewind it back.® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011         @peterkim #smmFrom institutions to individuals• Subservient Chicken, 20...
Social Media Mythbusters | 11 October 2011         @peterkim #smmSocial media myths• Fail fast• Customers in control• Bran...
“Fail fast.”® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011                                 @peterkim #smm                                 ...
Social Media Mythbusters | 11 October 2011         @peterkim #smmImported from Detroit® 2011 Dachis Group. Confidential and...
Social Media Mythbusters | 11 October 2011                 @peterkim #smmDon’t fail - be strategic instead       Fail fast...
Being strategic® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011                                                                                ...
Social Media Mythbusters | 11 October 2011                                                                                ...
Social Media Mythbusters | 11 October 2011                                                                                ...
“Consumers are in control.”® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011         @peterkim #smmAustin Solid Waste Services® 2011 Dachis Group. Confidenti...
Social Media Mythbusters | 11 October 2011                  @peterkim #smmConsumers are not in control       The overheate...
A framework for sharing control® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011                                                                                ...
“You don’t need a Facebook strategy.”® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011                                                         @peterkim #smm         ...
Social Media Mythbusters | 11 October 2011                              @peterkim #smmFacebook would be the world’s 3rd la...
Social Media Mythbusters | 11 October 2011         @peterkim #smmPlanning for Facebook® 2011 Dachis Group. Confidential and...
“You don’t need a Twitter strategy.”® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011         @peterkim #smmTwitter now has 100 million active usersSource: Twitter® ...
Social Media Mythbusters | 11 October 2011         @peterkim #smm® 2011 Dachis Group. Confidential and Proprietary
Social Media Mythbusters | 11 October 2011                @peterkim #smmHow to succeed with Twitter• Build a follower base...
Social Media Mythbusters | 11 October 2011         @peterkim #smmSocial business by design• Don’t fail by       making stu...
Thank youhttp://www.dachisgroup.com+ 1 512-275-7825peter.kim@dachisgroup.com@peterkim
Social Media Mythbusters
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Social Media Mythbusters

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

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Social Media Mythbusters

  1. 1. Social Media MythbustersPeter KimChief Strategy Officer11 October 2011
  2. 2. Hello.® 2011 Dachis Group. Confidential and Proprietary
  3. 3. Social Media Mythbusters | 11 October 2011 @peterkim #smmHow 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
  4. 4. Social Media Mythbusters | 11 October 2011 @peterkim #smmDachis Group is 200+ professionals worldwide Austin London New York Portland Philadelphia St. Louis Lincoln Madrid Amsterdam Sydney® 2011 Dachis Group. Confidential and Proprietary
  5. 5. Social Media Mythbusters | 11 October 2011 @peterkim #smmWe’ve worked with... Fortune 100® 2011 Dachis Group. Confidential and Proprietary
  6. 6. Social Media Mythbusters | 11 October 2011 @peterkim #smmWe have delivered 500+ Social Media Solutions® 2011 Dachis Group. Confidential and Proprietary
  7. 7. Let’s rewind it back.® 2011 Dachis Group. Confidential and Proprietary
  8. 8. Social Media Mythbusters | 11 October 2011 @peterkim #smmFrom institutions to individuals• Subservient Chicken, 2004 http://www.subservientchicken.com/ pre_bk_skinned.swf• BowieChick, 2006 http://www.youtube.com/watch? v=jXe8pyY9G80• @delloutlet, 2009 http://twitter.com/delloutlet® 2011 Dachis Group. Confidential and Proprietary
  9. 9. Social Media Mythbusters | 11 October 2011 @peterkim #smmSocial media myths• Fail fast• Customers in control• Brands don’t need Facebook or Twitter strategy® 2011 Dachis Group. Confidential and Proprietary
  10. 10. “Fail fast.”® 2011 Dachis Group. Confidential and Proprietary
  11. 11. Social Media Mythbusters | 11 October 2011 @peterkim #smm ($2.7) billion in market cap® 2011 Dachis Group. Confidential and Proprietary
  12. 12. Social Media Mythbusters | 11 October 2011 @peterkim #smmImported from Detroit® 2011 Dachis Group. Confidential and Proprietary
  13. 13. Social Media Mythbusters | 11 October 2011 @peterkim #smmDon’t fail - be strategic instead Fail 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
  14. 14. Being strategic® 2011 Dachis Group. Confidential and Proprietary
  15. 15. Social Media Mythbusters | 11 October 2011 @peterkim #smmStart with culture® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html
  16. 16. Social Media Mythbusters | 11 October 2011 @peterkim #smmOrganize for connectivity® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html
  17. 17. Social Media Mythbusters | 11 October 2011 @peterkim #smmUse the right tools for the right jobs® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html
  18. 18. “Consumers are in control.”® 2011 Dachis Group. Confidential and Proprietary
  19. 19. Social Media Mythbusters | 11 October 2011 @peterkim #smmAustin Solid Waste Services® 2011 Dachis Group. Confidential and Proprietary
  20. 20. Social Media Mythbusters | 11 October 2011 @peterkim #smmConsumers are not in control The 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
  21. 21. A framework for sharing control® 2011 Dachis Group. Confidential and Proprietary
  22. 22. Social Media Mythbusters | 11 October 2011 @peterkim #smmThe goal: create business value Activate! Unite! + Cultivate loyalists into advocates for your + Engage consumers in brand and have them Communicate! meaningful relationships demonstrate your brand + Brand values to that drive loyalty" values in the Create! consumers in new, marketplace" + A company that lives compelling ways" brand values from the inside out"® 2011 Dachis Group. Confidential and Proprietary
  23. 23. “You don’t need a Facebook strategy.”® 2011 Dachis Group. Confidential and Proprietary
  24. 24. Social Media Mythbusters | 11 October 2011 @peterkim #smm 800M users worldwide $77 billion valuation Source: Wall Street JournalSource: Facebook® 2011 Dachis Group. Confidential and Proprietary
  25. 25. Social Media Mythbusters | 11 October 2011 @peterkim #smmFacebook would be the world’s 3rd largest country 1,340 million312 million 1,210 million 238 million 191 million 800 million active users® 2011 Dachis Group. Confidential and Proprietary
  26. 26. Social Media Mythbusters | 11 October 2011 @peterkim #smmPlanning for Facebook® 2011 Dachis Group. Confidential and Proprietary
  27. 27. “You don’t need a Twitter strategy.”® 2011 Dachis Group. Confidential and Proprietary
  28. 28. Social Media Mythbusters | 11 October 2011 @peterkim #smmTwitter now has 100 million active usersSource: Twitter® 2011 Dachis Group. Confidential and Proprietary
  29. 29. Social Media Mythbusters | 11 October 2011 @peterkim #smm® 2011 Dachis Group. Confidential and Proprietary
  30. 30. Social Media Mythbusters | 11 October 2011 @peterkim #smmHow 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
  31. 31. Social Media Mythbusters | 11 October 2011 @peterkim #smmSocial 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® 2011 Dachis Group. Confidential and Proprietary
  32. 32. Thank youhttp://www.dachisgroup.com+ 1 512-275-7825peter.kim@dachisgroup.com@peterkim
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