omma social 2013 @jeffdachis

® 2013 Dachis Group. Confidential and Proprietary

@JEFFDACHIS

1

® 2013 Dachis Group. Confidential and Proprietary 2

Ancient History

@JEFFDACHIS

® 2013 Dachis Group. Confidential and Proprietary 3

The democratization of the tools of self expression

@JEFFDACHIS

® 2013 Dachis Group. Confidential and Proprietary 4

Representing the largest disruption in the

communications landscape in the history of mankind

@JEFFDACHIS

® 2013 Dachis Group. Confidential and Proprietary 5

Mass Communications

To

The Mass of Communicators

@JEFFDACHIS

® 2013 Dachis Group. Confidential and Proprietary 6

$600BBrand Marketing Disruption

@JEFFDACHIS

® 2013 Dachis Group. Confidential and Proprietary 7

Re-boot the way Brands Get Built

@JEFFDACHIS

® 2013 Dachis Group. Confidential and Proprietary 8

from Advertising to Engagement

@JEFFDACHIS

® 2013 Dachis Group. Confidential and Proprietary 9

How does it scale?

@JEFFDACHIS

Brand Marketing is about Authentic Engagement

www.disneyworld.com

600BBrand Marketing

Brand MarketingAnd marketers spend a LOT to try to achieve it...

$

® 2013 Dachis Group. Confidential and Proprietary

Social has transformed Brand Marketing

® 2013 Dachis Group. Confidential and Proprietary

Brand Marketing is the dominant ‘top of the funnel’ tool for creating purchase intent

Social has transformed Brand Marketing

® 2013 Dachis Group. Confidential and Proprietary

Broadcast Historically, “Broadcast only” brand marketing vehicles like television and print have been the tool of choice for brand marketers.

Social has transformed Brand Marketing

® 2013 Dachis Group. Confidential and Proprietary

Broadcast Historically, “Broadcast only” brand marketing vehicles like television and print have been the tool of choice for brand marketers.

Revolution in mobile and social communications

Social has transformed Brand Marketing

® 2013 Dachis Group. Confidential and Proprietary

Broadcast Historically, “Broadcast only” brand marketing vehicles like television and print have been the tool of choice for brand marketers.

Revolution in mobile and social communications

Social has transformed Brand Marketing

EngagementIn a Social world, Engagement has become the most effective mechanism for creating purchase intent.

67%of shoppers spend more online after recommendations from online communities of friends

38%increase in in-store purchase incidence as a result of earned media exposure

* comScore 2012* The Etailing Group 2009

Social Marketing Is Ideal for Engagement @ Scale

® 2013 Dachis Group. Confidential and Proprietary

1BFacebook users

Constant Contact and Chadwick Martin Bailey 2011

Social BusinessAudience on a massive scale...

® 2013 Dachis Group. Confidential and Proprietary

Social BusinessData on a massive scale...

350Mtweets a day

Scale, Data, and an Interactive MediumCreates opportunity for insight and engagement business value

Scale, Data, and an Interactive MediumCreates opportunity for insight and engagement business value

Business Outcomes

Brand Awareness

BrandLove

Brand Mindshare

Brand Advocacy

Scale, Data, and an Interactive MediumCreates opportunity for insight and engagement to drive exponential

To engage @ scale, mobilize your constituentsExtending your reach

® 2013 Dachis Group. Confidential and Proprietary

Engagement PlatformsOrganize & Engage

® 2011 Dachis Group. Confidential and Proprietary

Engagement platforms promise to help your small social team engage with the market...

® 2011 Dachis Group. Confidential and Proprietary

Engagement PlatformsInadequate to impact the masses

...but with only a handful of resources, and an audience of millions, most organizations’ impact is negligible

Current Command Center Approach11 community managers with 3 screens apiece engaging with 4.3M audience members

® 2011 Dachis Group. Confidential and Proprietary

Engagement PlatformsInadequate to impact the masses

...but with only a handful of resources, and an audience of millions, most organizations’ impact is negligible

?!?

Current Command Center Approach11 community managers with 3 screens apiece engaging with 4.3M audience members

But there is another approach

Organize your employees

® 2013 Dachis Group. Confidential and Proprietary

Employees

Organize your employees to engage with the market...

Coordinate your partners

® 2013 Dachis Group. Confidential and Proprietary

... then coordinate your partners to engage with the market...

Partners

Activate your advocates

® 2011 Dachis Group. Confidential and Proprietary

Advocates

...then activate your advocates to engage with the market

Engagement @ Scale

® 2011 Dachis Group. Confidential and Proprietary

All coordinated, on brand message and understanding their own goals and their contribution to performance

Engagement @ Scale

® 2011 Dachis Group. Confidential and Proprietary

All coordinated, on brand message and understanding their own goals and their contribution to performance

...and actually, your advocates are better

marketers than you are

more than the CEO, Gov’t institutions, Financial analysts

People are more likely to

1. Academics2. Experts

3. People like me4. Employees at the company

Edelman Trust Barometer Study 2012

TRUST

® 2013 Dachis Group. Confidential and Proprietary

of shoppers spend more online after recommendations from online

community of friends

67%Social Commerce: Conversations Among Consumers, Gannett and The Etailing Group 2009

® 2013 Dachis Group. Confidential and Proprietary

Customers accessing an online store via a social media site are

10x Payment provider Sage Pay 2010

more likelyto buy something than other users

® 2013 Dachis Group. Confidential and Proprietary

of internet users consider consumer recommendations to be

the most credible form of advertising. Emarketer 2011

78%

® 2013 Dachis Group. Confidential and Proprietary

on products than “non-fans” Syncapse 2010

“Fans” spend

72more

$

® 2013 Dachis Group. Confidential and Proprietary

51%more likely to buy a product post-

connection.

more likely to recommend a product

post-connection.

People who follow brands on Facebook are

Constant Contact and Chadwick Martin Bailey 2011

60%

® 2013 Dachis Group. Confidential and Proprietary

67%more likely to buy a product post-

connection.

more likely to recommend a product

post-connection.

People who follow brands on Twitter are

ROI Research for Performance, June 2010

79%

We need to stop thinking about Mass Communications and start thinking about the Mass of Communicators

Text

We need to turn

customers, employees &

partners

Textinto

Advocates

Now What?

MeasurePerformance

1. Don’t rail against the machine The “Jerry Tron” approach will #FAIL

® 2013 Dachis Group. Confidential and Proprietary

Brand marketers must rethink how they create purchase intent

OwnedEvery brand is a media company

® 2013 Dachis Group. Confidential and Proprietary

Brand marketers must rethink how they create purchase intent

OwnedEvery brand is a media company

EarnedEngagement is the new brand currency.

® 2013 Dachis Group. Confidential and Proprietary

Brand marketers must rethink how they create purchase intent

OwnedEvery brand is a media company.

EarnedEngagement is the new brand currency.

PaidAmplification of authentic engagement is the key to optimizing media spend.

® 2013 Dachis Group. Confidential and Proprietary

Brand marketers must rethink how they create purchase intent

OwnedEvery brand is a media company.

EarnedEngagement is the new brand currency.

PaidAmplification of authentic engagement is the key to optimizing media spend.

® 2013 Dachis Group. Confidential and Proprietary

Brand marketers must rethink how they create purchase intent

OwnedEvery brand is a media company.

EarnedEngagement is the new brand currency.

PaidAmplification of authentic engagement is the key to optimizing media spend.

Capitalize on the shift by optimizing Social Marketing efforts

® 2013 Dachis Group. Confidential and Proprietary

Owned Earned PaidMeasure and optimize owned content.

       Capitalize on the shift by optimizing Social Marketing efforts

® 2013 Dachis Group. Confidential and Proprietary

Owned Earned PaidMeasure and optimize owned content.

Capitalize on the shift by optimizing Social Marketing efforts

® 2013 Dachis Group. Confidential and Proprietary

Owned Earned PaidMeasure and optimize owned content.

Quantify and increase earned media through advocacy.

Capitalize on the shift by optimizing Social Marketing efforts

® 2013 Dachis Group. Confidential and Proprietary

Owned Earned PaidMeasure and optimize owned content.

Quantify and increase earned media through advocacy.

Capitalize on the shift by optimizing Social Marketing efforts

® 2013 Dachis Group. Confidential and Proprietary

Owned Earned PaidMeasure and optimize owned content.

Quantify and increase earned media through advocacy.

Strategically deploy paid media to amplify brand advocacy.

$$$

Capitalize on the shift by optimizing Social Marketing efforts

® 2013 Dachis Group. Confidential and Proprietary

Owned Earned PaidMeasure and optimize owned content.

Quantify and increase earned media through advocacy.

Strategically deploy paid media to amplify brand advocacy.

$$ $

Engagement @ Scale

Thank You. ; )

® 2013 Dachis Group. Confidential and Proprietary 50