Post on 17-Oct-2014
description
transcript
® 2012 Dachis Group. Confidential and Proprietary
WEBINARTHE CONNECTED COMPANY
OCT 2, 2012Dave Gray, SVP Strategy, Dachis Group | Michael Jones, VP of Technology, Dachis Group@davegray @mjfreshyfresh | www.dachisgroup.com | socialbusinessindex.com
Creative Commons. Some Rights Reserved. 2012.
® 2012 Dachis Group. Confidential and Proprietary 2
® 2012 Dachis Group. Confidential and Proprietary 3
® 2012 Dachis Group. Confidential and Proprietary 4
® 2012 Dachis Group. Confidential and Proprietary 5
® 2012 Dachis Group. Confidential and Proprietary 6
® 2012 Dachis Group. Confidential and Proprietary 7
® 2012 Dachis Group. Confidential and Proprietary 8
® 2012 Dachis Group. Confidential and Proprietary 9
® 2012 Dachis Group. Confidential and Proprietary 10
® 2012 Dachis Group. Confidential and Proprietary 11
® 2012 Dachis Group. Confidential and Proprietary 12
® 2012 Dachis Group. Confidential and Proprietary 13
® 2012 Dachis Group. Confidential and Proprietary 14
® 2012 Dachis Group. Confidential and Proprietary
THE CONNECTED COMPANY
BIG DATA, REACH & INSIGHT
15
® 2012 Dachis Group. Confidential and Proprietary
955MFacebook users
Source: Facebook SEC Filings 2012
Social BusinessAudience on a massive scale...
® 2012 Dachis Group. Confidential and Proprietary
Social BusinessData on a massive scale...
400Mtweets a day
Source: Economist June 2012
To engage @ scale, mobilize your constituents
Extending your reach
® 2011 Dachis Group. Confidential and Proprietary
Organize your employees
® 2011 Dachis Group. Confidential and Proprietary
Employees
Organize your employees to engage with the market...
Coordinate your partners
® 2011 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
® 2012 Dachis Group. Confidential and Proprietary 24
® 2012 Dachis Group. Confidential and Proprietary 25
® 2012 Dachis Group. Confidential and Proprietary 26
® 2012 Dachis Group. Confidential and Proprietary 27
® 2012 Dachis Group. Confidential and Proprietary 28
® 2012 Dachis Group. Confidential and Proprietary 29
® 2012 Dachis Group. Confidential and Proprietary 30
® 2012 Dachis Group. Confidential and Proprietary 31
® 2012 Dachis Group. Confidential and Proprietary 32
® 2012 Dachis Group. Confidential and Proprietary 33
® 2012 Dachis Group. Confidential and Proprietary 34Bain study: http://www.theultimatequestion.com/theultimatequestion/company_example_dell.asp
® 2012 Dachis Group. Confidential and Proprietary 35
® 2012 Dachis Group. Confidential and Proprietary
THE CONNECTED COMPANY
CONSTITUENTS & YOUR SOCIAL ECOSYSTEM
36
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 internet users consider consumer recommendations to be
the most credible form of advertising.
Emarketer 2011
78%
® 2012 Dachis Group. Confidential and Proprietary
THE CONNECTED COMPANY
ENGAGEMENT @ SCALE
39
Engaging @ scaleA Framework
Identify Activate & Engage
Measure Performance
How do you identify advocates in the sea of audience members?
Identify Constituents
377MFacebook Audience
Identify Constituents
find engagedusers
determine advocacy vsengagement
removespammers
Identify Constituents
377MFacebook Audience
retweetsbrand content
positive brand relevant signals
Identify Constituents
100KBrand Advocates
Identify Constituents
Identify influencers in engaged audience
Prioritize based on contributions to brand marketing business outcomes
Stack rank and cut off at authentic engagement capacity of staff
Once you identify advocates, how do you activate and engage them?
Activate and Engage Constituents
Identify Constituents
Activate and Engage Constituents
533
4
8
915
16
21
26
30
41
Activate and Engage Constituents
Nice work, mjohnson, you’re really getting the word out!
41Nice work, CaliMama, you’re one of our top advocates!
230Nice work, MickeyMaven, you’re on fire!326Nice work, DisneyDiane, you’re a rising star!4215
Nice work, mjohnson, you’re really getting the word out!
1 53
Activate and Engage Constituents
Measure Performance
Guide behavior through feedback and game mechanics
Activate and Engage Constituents
MeasurePerformance
How do you measure the performance of your advocacy efforts?
MeasurePerformance
533
4
8
915
16
21
26
30
41
MeasurePerformance
86,400
PERMUTATIONS
MeasurePerformance
21.6BPERMUTATIONS
MeasurePerformance
Measure aggregate performance
Isolate lift in core metrics correlating to Brand Marketing Business Outcomes
® 2012 Dachis Group. Confidential and Proprietary 55
® 2012 Dachis Group. Confidential and Proprietary
Q&A
® 2012 Dachis Group. Confidential and Proprietary 57
Social Business by Design
http://www.socialbusinessbydesign.com
The Connected Company
http://theconnectedcompany.dachisgroup.com
Airplane Reading
® 2012 Dachis Group. Confidential and Proprietary 58
http://social.dachisgroup.com/tour-dg/
Sign up for a 1:1 Tour
Learn More
dachisgroup.com
socialbusinessindex.com
@mjfreshyfresh
doug.kern@dachisgroup.com
@doug_kern
@davegray