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Breaking a few Social Media Myths, by German Ramirez SPARK & STRATEGY Digital & Social Media Consulting & Coaching

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This is an extract of a presentation that I have held in several conferences and seminars about Social Media. It is meant to give an idea of our philosophy and thinking. But above all, it is meant as a thought provoking collection of statements.

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Breaking a few Social Media Myths, by German Ramirez SPARK & STRATEGY Digital & Social Media Consulting & Coaching

  1. 1. Breaking a few Social Media myths German Ramirez Founder & Managing Partner Zurich, October 2013 ”You can´t start a fire without a spark.” Bruce Springsteen S P A R K & S T R A T E G Y
  2. 2. Myth: Customers want dialogue with brands! No. With if at all, they want dialogue with people! S P A R K & S T R A T E G Y
  3. 3. Myth: We h a v e h a v e t o b e p r e s e n t ! “Do it right or don’t” (original quote from master yoda in Empire Strikes Back) S P A R K & S T R A T E G Y
  4. 4. Myth: We h a v e t o b e e v e r y w h e r e ! Management is about choices. S P A R K & S T R A T E G Y
  5. 5. Myth: Social media is for Marketing! Who speaks today with the customer? Who has dialogue today? Let them first be in dialogue S P A R K & S T R A T E G Y
  6. 6. Myth: We g o t t o d o a l l t h e t a l k i n g ! Get them to do the talking. Engage superfans S P A R K & S T R A T E G Y
  7. 7. Myth: We h a v e t o b e e n t e r t a i n i n g ! Stick to your core business S P A R K & S T R A T E G Y
  8. 8. Myth: We h a v e t o b e v i r a l ! No. Do what you do excellently, make sure it is relevant, communicate about it in an engaging way. S P A R K & S T R A T E G Y
  9. 9. Myth: We n e e d c u s t o m e r s t o l o v e o u r b r a n d ! You can NOT be liked without being disliked S P A R K & S T R A T E G Y
  10. 10. You want to be heard? >> Translate! We need to write asap an executive summary of the briefing on how to measure the direct response and conversion rate, the two KPIs of our ATL and BTL Campaigns, in comparison to the ROI Benchmarks of our Competitive set... S P A R K & S T R A T E G Y 10
  11. 11. You want to be heard? >> Translate! WHAT? S P A R K & S T R A T E G Y 11
  12. 12. You want to be heard? >> Translate! We want to know in a few words, if our advertising is better than that of our competitors and if it is helping us actually make more money S P A R K & S T R A T E G Y 12
  13. 13. Last But Not Least >> A few key recommendations Don’t focus on your IN-dustry, focus on the OUT-dustry German Ramirez, Speaker, Consultant, Coach & Entrepreneur S P A R K & S T R A T E G Y 13
  14. 14. Last But Not Least >> A few key recommendations You want to enter a conversation? DARE! •  Open yourself, be authentic •  Take consumer serious •  Be transparent, honest, patient & consistent •  Be humble & get out of your Ivory Tower German Ramirez, Speaker, Consultant, Coach & Entrepreneur S P A R K & S T R A T E G Y 14
  15. 15. Last But Not Least >> A few key recommendations It is time to learn, not to earn German Ramirez, Speaker, Consultant, Coach & Entrepreneur S P A R K & S T R A T E G Y 15
  16. 16. REMEMBER S P A R K & S T R A T E G Y
  17. 17. But the most important The consumer is no longer the King The consumer is now Mr. President German Ramirez, Speaker, Consultant, Coach & Entrepreneur S P A R K & S T R A T E G Y 17
  18. 18. German Ramirez, Founder & Managing Partner of SPARK & STRATEGY ï Digital pioneer and entrepreneurial mind with a vast experience and an international track record of creating and building leading concepts, brands, new products, as well as delivering fully integrated marketing and communication campaigns. ï Has worked in leading global corporations, such as Zurich Insurance Group or Schwarzkopf & Henkel Cosmetics, as well as in several successful start-ups. ï Book author and seasoned lector & speaker in leading universities & international conferences, on topics like digital and social media, marketing strategies, online advertising, innovation & creativity. S P A R K & ramirez@sparkandstrategy.com www.sparkandstrategy.com @gerramirez S T R A T E G Y 18
  19. 19. The worst think about digital is… I t m a k e s y o u f e e l o l d FA S T E R Muchas Gracias! German Ramirez ramirez@sparkandstrategy.com @gerramirez Q A "The views expressed in this presentation are those of the author and do not reflect the position or policy of any company the author might be speaking on behalf of. While every effort has been made to ensure the accuracy of the information in this presentation, the author cannot assume responsibility for any errors or omissions. This information should NOT be taken to constitute legal advice or opinion. Information herein is general and non-specific and is NOT intended to confer opinions or advice of any kind. The author disclaims all responsibility and accepts no liability (including negligence) for consequences of any person acting, or refraining from acting, on this information. Additionally, changes in regulations and legislation may occur S P A R K & S T R A T E G Y quickly. Readers should perform their own independent research and seek additional current information on matters which may affect their rights and/or obligations."

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