Dachis Group, Social Business Intelligence


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Today, virtually every major brand includes social as a core part of their marketing mix, and most realize that counts of Likes and Followers are no longer an adequate metric for brand performance in social. Seeing this growing need for better brand insights, we set upon a journey to harness the massive amount of social activity between brands and their constituents.
Big data.

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Dachis Group, Social Business Intelligence

  1. 1. Social Business Intelligence Gather insights from big data, take action, and measure performance of your actions.Tuesday, 2 October 12
  2. 2. INDEX 1. Who we are 2. Why social? 3. Measuring social 4. SBI: Social Business IntelligenceTuesday, 2 October 12
  3. 3. WHO WE ARETuesday, 2 October 12
  4. 4. Dachis Group is the LONDON WORLD’S AMSTERDAM LARGEST SINGAPORE NEW YORK Social consultancy AUSTIN We are leaders in social business strategy, not just tactical implementation. ST. LOUIS We connect the social media presence of an organisation with PORTLAND internal functions. PHILADELPHIA We are the leading global, integrated, end-to-end social business consultancy. LINCOLNTuesday, 2 October 12
  5. 5. Our services: “Help us figure out “Help us figure out “Help us figure out what to do.” how to do it.” how we’re doing.” STRATEGY ENGAGEMENT INTELLIGENCE Research Applications & experiences Social Business Index (SBI) Insight Community management Social Portfolio Insights (SPI) Vision Influencer outreach Social Performance Monitor (SPM) Planning Advocacy programs Dashboards & benchmarks Brand Health analysis / reporting Social business training Learning Governance ChangeTuesday, 2 October 12
  6. 6. Our clients: Tech, electronics & telecom Media & entertainment Retail & lifestyle Hewlett Packard HBO Target Nokia BBC Levi’s Sony Universal Pictures Home Depot Adidas Panasonic Estee Lauder Bosch Auto Siemens General Motors Honda Financial services Travel & hospitality Acura Deutsche Bank Intercontinental Hotels Group Toyota Fidelity Marriott International HSBC British Airways Food & beverage Disney Parks & Resorts Prudential Nestle American Airlines AB / InBev CPG Southwest Airlines The Coca-Cola Company Unilever Delta Air Lines Procter & Gamble Red Bull W Hotels Bic Frito LayTuesday, 2 October 12
  7. 7. WHY SOCIAL?Tuesday, 2 October 12
  8. 8. THE WORLD IS NOW SOCIAL. 400 social networks with more than 955,000,000 400 million Facebook users tweets per day 1 million membersTuesday, 2 October 12
  9. 9. This means that the “SOCIAL HONEYMOON” IS OVER. Social has been upgraded from “intriguing” to “MISSION CRITICAL.”Tuesday, 2 October 12
  10. 10. ENGAGEMENT @ SCALE The best medium for measurable brand expression. Companies that are active in social perform better than those that are not.Tuesday, 2 October 12
  11. 11. Great brands grow because they connect deeply with customers. Social allows us to analyse and measure, act upon, and strengthen these connections.Tuesday, 2 October 12
  12. 12. MEASURING SOCIALTuesday, 2 October 12
  13. 13. Web Analytics... Social Media Monitoring... We’ve been doing these for a while.Tuesday, 2 October 12
  14. 14. But do they help you measure ROI in Social?Tuesday, 2 October 12
  15. 15. Current “Likes & Followers” measurement approaches #FAILTuesday, 2 October 12
  16. 16. It’s about correlating your brand’s social performance directly to Business outcomesTuesday, 2 October 12
  17. 17. BUSINESS OUTCOMES Brand Brand Brand Brand Awareness Love Mindshare AdvocacyTuesday, 2 October 12
  18. 18. BRAND AWARENESS • How many customers can I reach thanks to my social activities (echo / network effect)? Brand Awareness • How many consumers are talking about my brand and my activities? • How many conversations are there in the social sphere that relate to my brand and how strong are they (over time)?Tuesday, 2 October 12
  19. 19. BRAND LOVE • How many positive signals about my brand are there and how passionate are they? Brand Love • How many participants are creating positive conversations about my brand? • What is the share of positively engaged participants vs. my competitors (satisfaction)?Tuesday, 2 October 12
  20. 20. BRAND MINDSHARE • What share of market participation my conversations have vs. competitors? Brand Mindshare • What is the proportion of engaged consumers vs. non-engaged in relation to my brand?Tuesday, 2 October 12
  21. 21. BRAND ADVOCACY • How many people that are talking about my brand are propagating my messages? Brand Advocacy • How far do messages about my brand travel across the social ecosystem? • How many detractors are there? • What is the ratio between advocate and detractor messages?Tuesday, 2 October 12
  22. 22. SOCIAL BUSINESS INTELLIGENCETuesday, 2 October 12
  23. 23. Measuring Social Business Dachis Group’s Big Data Approach to Social Analytics Relationships, behaviours, and conversations between 30,000 brands and 100 million Social Accounts updated every 15 minutesTuesday, 2 October 12
  24. 24. SBI and its Components Built on top of big data social analytics platform Social Business Index measurement advocacy Social Performance Monitor Campaign Performance Monitor Advocate Insight Employee Insight New! Social Business Intelligence Platform Normalization ® 2012 Dachis Group. Confidential and Proprietary Enrichment Analysis Analytics 24Tuesday, 2 October 12
  25. 25. Introducing Social Performance MonitorTuesday, 2 October 12
  26. 26. Social Performance Monitor (SPM) Measuring business outcomes in social Social Performance Monitor helps organisations gain insight into the business benefits delivered by SocialTuesday, 2 October 12
  27. 27. Social Performance Monitor (SPM) Performance Insights SPM provides metrics-based analysis of social performance, correlated to business outcomes. Business Outcomes Brand Brand Brand Brand Awareness Love Mindshare Advocacy Metrics Reach Satisfaction Participation Message Conversation Propagation Passion Engagement Strength Advocate StrengthTuesday, 2 October 12
  28. 28. Social Performance Monitor (SPM) Measuring conversation impact Benchmark business 1 outcomes across competitors and peer brands. 1 Correlate events and 2 conversations with social activity. 1 Gain insight into 3 content including Facebook post data. 2 3Tuesday, 2 October 12
  29. 29. Social Performance Monitor (SPM) Measuring conversation impact Access insight data for each post, including reach, PTAT, sentiment and virality. Tuesday, 2 October 12
  30. 30. Introducing Campaign Performance MonitorTuesday, 2 October 12
  31. 31. Tuesday, 2 October 12
  32. 32. For brands, social campaigns are commonplace... A core part of customer engagement programs Travelocity “Cabin Fever” campaign Radioshack “Sweepstakes” campaign Levi’s “Water Tank” campaign Oakley “BeyondReason” campaign ...but, it’s very difficult to measure impact and attribution. 32Tuesday, 2 October 12
  33. 33. Campaign Performance Monitor Measure the impact of 3 1 your social campaign on business outcomes. Uncover campaign 2 attributes across social platforms, including signals, hashtags and participants. 2 3 Track and benchmark campaigns against peer brands, competitors and industry averages. 1 4 4 Deliver exec summary reports to your team. 33Tuesday, 2 October 12
  34. 34. Introducing Advocate InsightTuesday, 2 October 12
  35. 35. Advocate Insight Identifying your brand’s top advocates 3 Identify and rank 1 Advocates based on their interaction with company content. 2 Analyze Advocate 2 profiles on sentiment, follower base and echoed signals. Segment Advocates by 3 brand, social platform, audience reach, region, subsidiary, and notes appended by your team. 1Tuesday, 2 October 12
  36. 36. Tuesday, 2 October 12
  37. 37. Introducing Employee InsightTuesday, 2 October 12
  38. 38. Employee Insight Mobilize and measure employees to scale brand impact Rank your employee 1 social accounts, tracking signals, audience, conversation and strength. 1 2 Measure employee social 3 scores, and brand impact. 3 Track top employees on your Social Leaderboard 2 4 Mobilize your employee social efforts with a configurable portal. 4Tuesday, 2 October 12
  39. 39. Next Steps Learn more on how your brand can Engage @ Scale in social. Sign Up Learn More Register for free Setup a 1:1 demo www.socialbusinessindex.com social.dachisgroup.com/tour @DGSBI @dachisgroup serena.alboni@dachisgroup.com How’s your brand doing in social? Sign up for free and benchmark your brand at www.socialbusinessindex.comTuesday, 2 October 12
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