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

1. Social Media Mythbusters
Peter Kim
Chief Strategy Officer
11 October 2011

2. Hello.
® 2011 Dachis Group. Confidential and Proprietary

3. 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

4. Social Media Mythbusters | 11 October 2011 @peterkim #smm
Dachis Group is 200+ professionals worldwide
Austin
London
New York
Portland
Philadelphia
St. Louis
Lincoln
Madrid
Amsterdam
Sydney
® 2011 Dachis Group. Confidential and Proprietary

5. Social Media Mythbusters | 11 October 2011 @peterkim #smm
We’ve worked with...
Fortune 100
® 2011 Dachis Group. Confidential and Proprietary

6. Social Media Mythbusters | 11 October 2011 @peterkim #smm
We have delivered 500+ Social Media Solutions
® 2011 Dachis Group. Confidential and Proprietary

7. Let’s rewind it back.
® 2011 Dachis Group. Confidential and Proprietary

8. Social Media Mythbusters | 11 October 2011 @peterkim #smm
From 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. 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

10. “Fail fast.”
® 2011 Dachis Group. Confidential and Proprietary

11. Social Media Mythbusters | 11 October 2011 @peterkim #smm
($2.7) billion in market cap
® 2011 Dachis Group. Confidential and Proprietary

12. Social Media Mythbusters | 11 October 2011 @peterkim #smm
Imported from Detroit
® 2011 Dachis Group. Confidential and Proprietary

13. Social Media Mythbusters | 11 October 2011 @peterkim #smm
Don’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. Being strategic
® 2011 Dachis Group. Confidential and Proprietary

15. Social Media Mythbusters | 11 October 2011 @peterkim #smm
Start with culture
® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html

16. Social Media Mythbusters | 11 October 2011 @peterkim #smm
Organize for connectivity
® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html

17. Social Media Mythbusters | 11 October 2011 @peterkim #smm
Use the right tools for the right jobs
® 2011 Dachis Group. Confidential and Proprietary http://communicationnation.blogspot.com/2011/02/connected-company.html

18. “Consumers are in control.”
® 2011 Dachis Group. Confidential and Proprietary

19. Social Media Mythbusters | 11 October 2011 @peterkim #smm
Austin Solid Waste Services
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20. Social Media Mythbusters | 11 October 2011 @peterkim #smm
Consumers 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. A framework for sharing control
® 2011 Dachis Group. Confidential and Proprietary

22. Social Media Mythbusters | 11 October 2011 @peterkim #smm
The 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. “You don’t need a Facebook strategy.”
® 2011 Dachis Group. Confidential and Proprietary

24. Social Media Mythbusters | 11 October 2011 @peterkim #smm
800M
users worldwide
$77 billion valuation
Source: Wall Street Journal
Source: Facebook
® 2011 Dachis Group. Confidential and Proprietary

25. Social Media Mythbusters | 11 October 2011 @peterkim #smm
Facebook would be the world’s 3rd largest country
1,340 million
312 million
1,210 million
238 million
191 million
800 million active users
® 2011 Dachis Group. Confidential and Proprietary

26. Social Media Mythbusters | 11 October 2011 @peterkim #smm
Planning for Facebook
® 2011 Dachis Group. Confidential and Proprietary

27. “You don’t need a Twitter strategy.”
® 2011 Dachis Group. Confidential and Proprietary

28. Social Media Mythbusters | 11 October 2011 @peterkim #smm
Twitter now has 100 million active users
Source: Twitter
® 2011 Dachis Group. Confidential and Proprietary

29. Social Media Mythbusters | 11 October 2011 @peterkim #smm
® 2011 Dachis Group. Confidential and Proprietary

30. 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

32. 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
® 2011 Dachis Group. Confidential and Proprietary

33. Thank you
http://www.dachisgroup.com
+ 1 512-275-7825
peter.kim@dachisgroup.com
@peterkim