Dachis Group and Facebook Webinar June 14, 2012

transcript

® 2012 Dachis Group. Confidential and Proprietary!

WEBINAR MEASUREMENT @ SCALE WITH FACEBOOK AND DACHIS GROUP "JUNE 14, 2012 facebook.com/dachisgroup | socialbusinessindex.com | @dachisgroup!

Creative Commons. Some Rights Reserved. 2012.!

ERIK HUDDLESTON, DACHIS GROUP"TODAY’S BRAND OPPORTUNITY IN SOCIAL

Brand Marketing is about Authentic Engagement

$450B Brand Marketing!

Brand Marketing And marketers are spending a lot to achieve it…

Social �is fundamentally changing

Brand Marketing

900M Facebook users !

Facebook SEC Filings 2012

Social Provides Unprecedented Reach Audience on a massive scale…

3.2B Likes & Comments per Day!

Facebook SEC Filings 2012

Social Provides Unprecedented Data Insights on a massive scale…

Social is the ideal platform for Engagement @ Scale

51% More likely to !

BUY !a product !

post-connection. !Source: Chadwick Martin Bailey and iModerate (2011).

Social Provides Meaningful ROI Against Brand Outcomes Like Purchase Intent…

60% More likely to !RECOMMEND!

a product !post-connection.!

…and other brand outcomes like

Brand Awareness!

Brand Love!

Brand Mindshare!

Brand Advocacy!

Today, SOCIAL MEASUREMENT can be the CORNERSTONE �to BRAND ENGAGEMENT

The Problem It’s very difficult to connect social activity to business outcomes

Company!Consumers!

Activities & Behaviors!

Activities &Behaviors!

…and in 2012 the “SOCIAL HONEYMOON” IS OVER Social has been upgraded �from “intriguing” �to “Mission Critical”

For brands, Facebook offers an emerging opportunity to measure @ scale.

CYRIL MATHEW, FACEBOOK"FACEBOOK INSIGHTS & MEASUREMENT

Businesses are better in a connected world.!

Jokes&from&friends&

Event&Recommenda3ons&Advice&about&the&app&

Mo3va3on&from&Friends&

47% trust TV, radio

and newspapers

92% trust word of mouth

from friends and family

The most trusted source of marketing

Pages!Mission control for your business!

From Ads to Stories!

Ads&on&Social&Networks!

Available&Inventory:&

Right!Hand!Side!

Stories&–&Social&by&design

Available&Inventory:&

Mobile!newsfeed,!Home!Page,!Desktop!Newsfeed,!Right!Hand!Side!–!Desktop,!

logout!experience.!

Original Story! Right Hand Side! Newsfeed!

Mobile!Newsfeed!

Logout!

Social Measurement:Page Insights Deep Dive!

•  From Fans to PTAT!•  Use-cases of Page Insights Data!•  Real time insights – what they mean

for your business!

The addiction to fans, fans, fans!!

People Talking About This of mouth from

friends and family

Page Insights – New Focus Areas!

Page InsightsUnprecedented Engagement Metrics!

Example use cases w/ Page InsightsHow should I use these new data points?!

Real-time Post Insights Leveraging Actionable Data!

Facebook PMD Program!

https://developers.facebook.com/preferredmarketingdevelopers/!

Our Mission:!To help developers build products that make social marketing easier and more effective.!

Things to write home about:!

•  Advice from Friends & Family are the most trusted form of marketing!

•  Pages are “mission critical”!

•  Stories, not ads!

•  You can MEASURE word of mouth with the new Page Insights!

Thanks""

cyril@fb.com facebook.com/1cyril

ERIK HUDDLESTON, DACHIS GROUP"MEASURING BRAND PERFORMANCE

Dachis Group & Facebook PMD Extending Pages, Apps & Insights to business outcomes

500+ Facebook projects! Dachis Group’s PMD Badges!

Advocacy!!Measuring social performance!

World View: Engagement @ Scale

It’s critical to correlate your brand’s social performance directly to the business outcomes that your brand cares about.

Message&propaga3on,&

advocate&strength&

Par3cipa3on,&

engagement&

Sa3sfac3on,&Passion&

Reach,&&

conversa3on&strength&

METRIC:&

BRAND&ADVOCACY&

BRAND&MINDSHARE&

BRAND&LOVE&

BRAND&AWARENESS&

OUTCOME:&

World View: Business Outcomes

Measuring @ Scale w/ Facebook Insight data

1! Filter&by&brand,&region&

or&department&

2! Correlate&to&business&

outcomes&&

Filter&by&brand,&region&

or&department&2!

Correlate&to&business&

outcomes&&

or&department&

3! Benchmark&regions,&

brands,&compe3tors,&

bestOinOclass&

Correlate&to&business&

outcomes&&

Benchmark&regions,&

brands,&compe3tors,&

bestOinOclass&

or&department&

4! Add&seman3c&

analysis,&including&

sen3ment&(links,&

topics,&par3cipants)&

Wrap-up:� •  “Honeymoon is Over” •  Focus on Business Outcomes •  Leverage Facebook tools •  Get a good brand measurement

platform in place

“Social Business by Design has a clear, simple, straightforward message that puts people in the center of a new way of thinking and working.”!!Tony Hsieh, New York Times bestselling author of “Delivering Happiness” and CEO of Zappos.com, Inc.!www.socialbusinessbydesign.com!

The Social Business Journal includes !“Social at US Cellular,” “The Twitter Playbook,” !and “Super Bowl of Brands.!!www.slideshare.net/dachisgroup!!

Airplane Reading!

www.socialbusinesssummit.com!

21 June LONDON!26 July SINGAPORE!12 Sept NEW YORK!

Save the Date! Learn More!

cyril@fb.com!facebook.com/1cyril!

dachisgroup.com!socialbusinessindex.com!

erik.huddleston@dachisgroup.com!@ehuddleston!

doug.kern@dachisgroup.com!@doug_kern!

facebook.com/dachisgroup!