German Ramirez, founder of SPARK & STRATEGY, presented several myths about social media and provided recommendations. The document breaks down common myths such as customers wanting dialogue with brands, needing to be present on all platforms, social media being just for marketing, and more. Ramirez advises focusing on outstanding work that is relevant to customers and engaging in open conversations to be heard, not just talking. The most important thing is that customers are now in control of the conversation.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. You want to be heard?
>> Translate!
WHAT?
S P A R K
&
S T R A T E G Y
11

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. 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. 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. 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. REMEMBER
S P A R K
&
S T R A T E G Y

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. 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. 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."