1. Social Media Is Not Marketing
[It’s 612 x 612]
Dan Kim
Red Mango
@dankimredmango

2. I’m Not a Social Media Expert
• Do they really exist? I don’t think so.
• We are all experts; key is knowing who we
are, and what role we play
• Consumers drive future of social media, not
brands, money or apps

3. My Two Goals Today
• Social Media is Not Marketing
• Photos are Mission Critical to Social Media

4. The Common Problem
• Social Media is about influencing.
• Marketing is about influencing.
• Therefore, Social Media is Marketing
• Logical? No, but…

5. Social Media in Marketing
• Many put Social Media in the “Marketing
Department”.
• See it as another tech-driven “media” channel
(evolution of interactive).
• Apply old-school, autocratic advertising
methods.
• In my opinion, this is a mistake.

6. Social Media as Another Channel?
Television
Social
Print
Media
Marketing
Digital Outdoor

7. Marketing Is Influencing. However…
• To market is to influence consumers to buy
your brand.
• But traditionally, advertising has been
executed through unidirectional and
opportunistic media.
• Social networks, however, enable people to
communicate in dynamic real-time ways driven
by peer-to-peer & emotional engagement.
• So, shouldn’t brands understand this new,
more powerful paradigm of social influence
before they try to market through it?

8. The New Consumer Paradigm

9. So What Is Social Media?
• Because social media is driven by consumers,
it by definition is not marketing.
• Although based on technology, social media is
not an evolution of digital & interactive
marketing channels.
• Rather, it is a new & real social paradigm we
use to more intimately communicate with
each other, the effect of which is to create
powerful mass collaboration & engagement
• Brands who want to participate need to
understand their role within this new
paradigm

10. Social Media  Activity
• Brands who “get it” become a party to the social
conversations of their consumers
• They contribute to social networks in a
meaningful or informative way
• They are not the walking billboards / sales
people
• They use social media to create authentically
interesting activity...
• And in marketing, activity is a good thing.

11. Social Media  Activity  Marketing
• But activity alone does not create business
results.
• Activity generates awareness, but we need
results more meaningful than that.
• Social media should be relied upon to
generate activity that helps drive a
marketing or branding campaign.
• Let social media be the spark that drives
consumers to connect with your
marketing initiatives. They’re smart. After
all, we are all consumers.

12. So in Summary:
Television
Social
Media
Print
Television
Marketing
Social
Print
Media
Marketing
Digital Outdoor
Digital Outdoor

13. Our Secret to Social Success

14. A Picture is Worth a $Billion Words
• There are many ways to contribute useful
content into social networks to create activity
• Advice, news, offers…
• But the best, most universal and impactful
way? Photographs.
• I believe pictures are still under-utilized and
under-promoted in social networks.

15. Photos = Best Way to Create Activity
• With just one glance, a photo can generate
significant, meaningful “activity”
• Pornography…
• … i.e., #foodporn
• “Activity” not only when people see photos,
but also when they take them to share.
• Exponentially scalable content!
• The world is your photographer. The
world is your studio.

16. Words vs. Photography
“Eat Red Mango Frozen
Yogurt! It’s delicious!”
“Mmm…”

17. The Power of the “Like”
• We seem to be obsessed with “Likes”…
• …and that’s okay. But why?
• Because when someone “likes” something, it
symbolizes and registers the consumer
engaging in the “activity” that we want.
• So being “likeable” means to be a good citizen
in the new social paradigm we call “social
media” by creating content people like.
• So be “Likeable”. It’s that easy.

18. Quiz… for Red Mango Gift Cards
• Why is “a picture worth a billion dollars?”
• What is 612 x 612?
• What is 851 x 315?
• Approximately how many Instagram photos
are currently tagged “#redmango”?
• What is Freeze Frame?