Jesse Spencer, Director of Social Media at Integer Group, and Eric Dieter, Co-Founder of Movement Strategy debunk common social media myths.  Through their collective experience working with brands such as PEOPLE Magazine, P&G, the New York Knicks, A&E Networks and hundreds of others, Eric and Jesse explained the differences between good and great as it pertains to social media strategy and execution.

1. 5 SOCIAL MEDIA MYTHS
DEBUNKED BY ERIC DIETER AND JESSE SPENCER
PRESENTED BY MOVEMENT STRATEGY
& INTEGER GROUP

2. MY SOCIAL DEFINITION:
- WE BELIEVE THAT SOCIAL MEDIA IS THE VALUABLE
LINK BETWEEN SHOPPERS & BRANDS.
- WE OPTIMIZE THIS SPACE TO BE A DIGITAL ITERATION
OF WORD-OF-MOUTH MARKETING WHERE LOYALISTS
ARE ACTIVATED (VIA ENGAGING AND CREATIVE
CONTENT) TO BECOME EVANGELISTS OF THE BRAND.
- WE ALSO USE THE SOCIAL WEB TO INFLUENCE THE
PURCHASE DECISION OF SHOPPERS AND THOSE IN THEIR
SOCIAL CIRCLES.

3. MY SOCIAL DEFINITION:
- WE BELIEVE BRANDS FACILITATING AN HONEST,
TWO-WAY DIALOGUE WITH CONSUMERS THROUGH
SOCIAL ARE GOING TO CONTINUE TO WIN.
- WE LOOK AT CONTENT AS BEING PARAMOUNT, BUT
SOCIAL REQUIRES A HOLISTIC STRATEGY.
- WE’RE LOOKING AT CONNECTING THE DOTS
BETWEEN THE SOCIAL PLATFORMS, INNOVATIONS IN
HARDWARE, AND CONSUMER BEHAVIOR.

4. CONTENT REALLY MATTERS IN SOCIAL:
WHAT: INFORMATIONAL
WHY: ASPIRATIONAL:

5. THE MYTHS
-
FANS NUMBERS = SUCCESS IN SOCIAL
THERE’S NO WAY TO EVALUATE ROI OF SOCIAL
SOCIAL MEDIA DOESN’T LEAD TO SALES
VIRAL CAMPAIGNS ARE ORGANIC
SOCIAL MEDIA CAN BE HANDLED BY THE INTERN

6. MYTH:
FANS / FOLLOWERS / LIKES = SOCIAL MEDIA SUCCESS

7. TRUTH:
FANS/FOLLOWERS/LIKES ARE THE VEHICLE FOR SUCCESS
IN SOCIAL, BUT YOU SHOULDN’T FOCUS ON THE QUANTITY.

8. MYTH:
THERE’S NO WAY TO EVALUATE ROI OF SOCIAL MEDIA

9. TRUTH:
KNOW WHAT YOU WANT IN RETURN BEFORE YOU MAKE YOUR INVESTMENT:
SALES | SENTIMENT | SEO

10. MYTH:
SOCIAL MEDIA DOESN’T LEAD TO SALES

11. TRUTH:
SOCIAL MEDIA AND TECHNOLOGY IS PRESENT IN EVERY STAGE OF THE PURCHASE
PROCESS FOR MANY BRANDS.
DISCOVERY | INVESTIGATION
BRAGGING | CUSTOMER SERVICE

12. BLUE MOON PROMOTION:
ASSIGNMENT:
EDUCATE OUR SHOPPERS ABOUT THE BREWING PROCESS
AND INCREASE OCCASIONS FOR PEOPLE TO HAVE BLUE
MOON.
SOLUTION:
CREATE ONE-OF-A-KIND, ENGAGING SOCIAL PROMOTION
THAT INSPIRES CONSUMERS TO GET INVOLVED IN MAKING
A BEER AND LEARN ABOUT THE BLUE MOON STORY.
RESULTS:
• DAILY INTERACTION WITH THE PROMOTION
•392% INCREASE IN PEOPLE TALKING ABOUT THIS ON
FACEBOOK FOLLOWING THE LUNAR BLUE MOON ON
8/31/12
•AN ESTIMATED 24,000 SAMPLED DURING SPRING SAMPLING
EVENTS
•AN ESTIMATED 100,000 CONSUMERS ATTENDED 8/31
EVENTS, WHICH WERE PROMOTED AND SUPPORTED ON
FACEBOOK
•OVER 13,000 VOTES ON INGREDIENTS, LABELS AND BEER
•VARIETY PACK SALES WERE UP 134% AND BLUE MOON
BELGIAN WHITE WAS UP 13%

13. MYTH:
SOCIAL IS FOR CREATING NEW CUSTOMERS

14. TRUTH:
YOU ARE PREACHING TO THE CHOIR. AS USERS, WE ‘LIKE’ WHAT WE ACTUALLY LIKE.
MOST OF THE PEOPLE WITH WHOM YOU ARE COMMUNICATING IN SOCIAL ARE YOUR
CURRENT CUSTOMERS / CONSUMERS. RESEARCH FROM DDB FOUND THAT MOST OF THE
PEOPLE WITH WHOM YOU ARE COMMUNICATING IN SOCIAL (84%) ARE YOUR CURRENT
OR FORMER CUSTOMERS.

15. MYTH:
SOCIAL MEDIA CAN BE HANDLED BY AN INTERN

16. TRUTH:
CHRYSLER

17. TRUTH:
KENNETH COLE

18. TRUTH:
AS A GLOBAL COMMUNICATIONS PLATFORM THAT HAS THE POTENTIAL TO IMPACT
YOUR BRAND AND INDUSTRY, WE WOULD ENCOURAGE YOU TO HIRE SKILLED
INDIVIDUALS WITH A FOCUS ON YOUR HOLISTIC DIGITAL AND WHERE THE EFFORT FITS
INTO YOUR LARGER MARKETING ECOSYSTEM RATHER THAN JUTS MAKING SURE YOUR
BRAND IS ON FACEBOOK.

19. THANK YOU SO MUCH FOR YOUR TIME.
PLEASE BE IN TOUCH WITH ANY QUESTIONS.
ERIC DIETER
ERIC@MOVEMENTSTRATEGY.COM
JESSE SPENCER
JESSESPENCER@INTEGER.COM