Why Social Media Marketing Fails - and How to Fix It

Peter Kim (Dachis Group), Charlene Li (Altimeter Group), Jeremiah Owyang (Forrester Research)
Marketing & Community
Location: 2006
Average rating: ***..
(3.67, 39 ratings)

Social media usage by individuals has gone mainstream. Brands are rushing to keep up with consumer behavior and consequently hundreds of companies around the world have launched social media marketing initiatives.

However, although major brands aren’t stumbling today as they were in 2006, current programs show that most marketers continue to operate businesses as usual. Most social media marketing executions are ⌘-c, ⌘-v into new channels – and customers aren’t impressed.

In order to make social media marketing matter, brands must answer key questions like:
- How can companies measure activity?
- What about scalability?
- Why does our organizational structure prevent participation?

This session will propose answers to those questions and attempt to help marketers think through the issues that will make social media marketing matter.

Photo of Peter Kim

Peter Kim

Dachis Group

Peter is Chief Strategy Officer of Dachis Group. He is a leading advisor on social business, working with clients on strategy formulation and driving global industry discourse. Peter has been quoted by media outlets including CNN, CNBC, NPR, The New York Times, and The Wall Street Journal and featured as a speaker at events including SXSW, Web 2.0 Expo, and Dachis Group Social Business Summits. 
Peter was previously an analyst at Forrester Research and head of international marketing operations, e-commerce, and digital marketing at PUMA AG. 

Peter holds degrees from the University of Virginia and the University of Pennsylvania.

Photo of Charlene Li

Charlene Li

Altimeter Group

Charlene Li is an independent thought leader on emerging technologies, with a specific focus on social technologies, interactive media, and marketing. She has a blog, “The Altimeter” that discusses these topics at blog.altimetergroup.com.

She is also the co-author of the business bestseller, “Groundswell: Winning In A World Transformed By Social Technologies”, published by Harvard Business Press in May 2008.

Charlene is one of the most frequently-quoted industry analysts and has appeared on 60 Minutes, The McNeil NewsHour, ABC News, CNN, and CNBC. She is also frequently quoted by The Wall Street Journal, The New York Times, USAToday, Reuters, and The Associated Press. She is a much-sought after public speaker and has presented frequently at top technology conferences such as Web 2.0 Expo, SXSW, and adTech.

Most recently, Charlene was a Vice President and Principal Analyst at Forrester Research. She joined Forrester in 1999, after spending five years in online and newspaper publishing with the San Jose Mercury News and Community Newspaper Company. She was also a consultant with Monitor Group in Boston and Amsterdam.

She is a graduate of Harvard Business School and received a magna cum laude degree from Harvard College.

Awards

Named by AdAge as one of its top Women To Watch in 2008
Named by NowPublic as one of the 50 most influential people in Silicon Valley
Named one of CRM Magazine’s 2008 Influential Leaders
Affiliations

Advisory Board, Poynter Institute
Advisory Board, Web 2.0 Expo
Personal

Charlene is the mother of two kids and blogs about that experience on her personal blog, “Midnight Musings”, and at Silicon Valley Moms Blog (svmoms.com). She is the wife of Come Lague, a venture capitalist with Nueva Ventures. She is also an avid fan of reality TV shows, science fiction, and sudoku. She lives in the Bay Area with her family.

About Altimeter Group

Altimeter Group is Charlene Li’s new business which provides speaker and consulting services. Charlene writes on her blog, “The Altimeter”.

Photo of Jeremiah Owyang

Jeremiah Owyang

Forrester Research

Jeremiah Owyang is currently Senior Analyst at Forrester Research focused on Social Computing. Before Forrester, Jeremiah’s was responsible for the corporate evangelism at PodTech.net, and previously was leading the strategy and development of corporate web programs at Hitachi Data Systems, Exodus Communications, Cable and Wireless, and World Savings (now Wachovia). Jeremiah Owyang holds a Bachelors in in Marketing from San Francisco State University.

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Comments

Picture of emil cohen
emil cohen
06/09/2009 11:46pm PDT

I agree with you and with your post i say the same thing on my blog social media networking are tools of art technology, gadgets by the masters of the media using our natural pass time to they advantage the website are very addicted with one serving goals target audience and then catch you like fish who trapped in a net, there are some benefits but also Catch-22, Social networking webiste know alot about the user and what he oe she like to do, Age, Lifestyle & Economics, Labor demographics and making you believe that if you share your thoughts and personal information you will part of them and everyone else dreams. celebrating you like a celebrity, all they do is making you build profile on they websites that promote one agenda they business they successes and the webistes they are hosting, and you waht about you? you are the “celebrity” yes invite your friends too, www.emilcohen.com/2009/05/s...

Picture of Peter Kim
Peter Kim
04/09/2009 8:56am PDT

OK I uploaded our one and only slide: www.slideshare.net/peterkim...

Picture of Peter Kim
Peter Kim
04/03/2009 3:06pm PDT

Hello Karen – there was no deck. I recommend reading the blog recaps instead, most of which can be found through Jeremiah’s post. www.web-strategist.com/blog...

Picture of Karen OBrien
Karen OBrien
04/03/2009 3:04pm PDT

Peter – where can we find the deck for this presentation?

Picture of Christine Fife
Christine Fife
03/31/2009 11:54am PDT

Excited for this session! My colleagues and I consider ourselves Conversation Marketing Professionals and our philosophy is “Conversation is the Thing.” It’s about what to say, when to say it, who to say it two and how to say it—social media technology and networking sites are incredible tools to use to reach Influencers, Market Conversation Participants and Listeners looking for purchase advice.

Companies should focus on interacting with the market conversation in a two-way dialogue rather than sending marketing message spam into social media outlets.

I have no doubt Peter, Charlene and Jeremiah will have terrific insights to share!

Picture of Jessica Valenzuela
Jessica Valenzuela
03/30/2009 9:09pm PDT

a powerhouse speaker list for this session! a must attend for every social media marketer and brand.

Picture of Peter Kim
Peter Kim
03/25/2009 5:55pm PDT

Hi – looking forward to seeing you at the session! If you’d like some more insight on the topic, please read the comments on this blog post

I’m guessing we’ll also parse feedback during the session real-time via Twitter; I’m <a href="http://twitter.com/peterkim/">peterkim</a> Charlene is charleneli and Jeremiah is @jowyang

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