The early days of social media were filled with hope – and hype. Social media marketing gurus started popping up everywhere, offering brands assistance based on shaky credentials. Catchphrases became commonplace: customers are in control! Focus on people, not technology! Listen first! You don’t need a Facebook strategy! Social “stuff” has the potential to change the way businesses engage with consumers, employees work together, and consumers communicate with each other. However, businesses that focus on the learnings of early social media will find themselves no better off than the early pioneers who found themselves with figurative consumer arrows in their backs. This session will focus on what worked early on, why it doesn’t work now, and what companies need to be thinking about now in order to create and capture value from social business.
Peter Kim is Managing Director, North America at Dachis Group, a Social Business Design firm. He is a leading thinker and analyst on social business, which he discusses in his blog at www.beingpeterkim.com. He has been quoted in the press by media outlets including CNN, CNBC, NPR, The New York Times, and The Wall Street Journal.
Peter was previously an analyst at Forrester Research, focusing on the intersection of social technology and marketing strategy. Earlier, he managed international marketing operations, e-commerce, and digital marketing at PUMA AG. Peter is a graduate of the University of Virginia Darden School and the University of Pennsylvania.
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