omma social 2013 @jeffdachis

® 2013 Dachis Group. Confidential and Proprietary

@JEFFDACHIS

1

® 2013 Dachis Group. Confidential and Proprietary 2

Ancient History

@JEFFDACHIS


The democratization of the tools of self expression

@JEFFDACHIS


Representing the largest disruption in the

communications landscape in the history of mankind

@JEFFDACHIS


Mass Communications

To

The Mass of Communicators

@JEFFDACHIS


$600BBrand Marketing Disruption

@JEFFDACHIS


Re-boot the way Brands Get Built

@JEFFDACHIS


from Advertising to Engagement

@JEFFDACHIS


How does it scale?

@JEFFDACHIS

Brand Marketing is about Authentic Engagement

www.disneyworld.com

http://www.disneyworld.com

http://www.disneyworld.com

600BBrand Marketing

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

$


Social has transformed Brand Marketing


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



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




Revolution in mobile and social communications


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


1BFacebook users

Constant Contact and Chadwick Martin Bailey 2011

Social BusinessAudience on a massive scale...


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


Engagement PlatformsOrganize & Engage


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


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


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


Employees

Organize your employees to engage with the market...

Coordinate your partners


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

Partners

Activate your advocates


Advocates

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

Engagement @ Scale


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


of shoppers spend more online after recommendations from online

community of friends

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


Customers accessing an online store via a social media site are

10x Payment provider Sage Pay 2010

more likelyto buy something than other users


of internet users consider consumer recommendations to be

the most credible form of advertising. Emarketer 2011

78%


on products than “non-fans” Syncapse 2010

“Fans” spend

72more

$


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%


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


Brand marketers must rethink how they create purchase intent

OwnedEvery brand is a media company



OwnedEvery brand is a media company

EarnedEngagement is the new brand currency.



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


Owned Earned PaidMeasure and optimize owned content.




Quantify and increase earned media through advocacy.





Strategically deploy paid media to amplify brand advocacy.

$$$





Strategically deploy paid media to amplify brand advocacy.

$$ $

Engagement @ Scale

Thank You. ; )


omma social 2013 @jeffdachis

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