omma social 2013 @jeffdachis
TRANSCRIPT
® 2013 Dachis Group. Confidential and Proprietary
@JEFFDACHIS
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® 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
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$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
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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