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Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
Omma social 2013   @jeffdachis
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Omma social 2013 @jeffdachis

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  • 1. @JEFFDACHIS® 2013 Dachis Group. Confidential and Proprietary 1
  • 2. @JEFFDACHIS Ancient History® 2013 Dachis Group. Confidential and Proprietary 2
  • 3. @JEFFDACHIS The democratization of the tools of self expression® 2013 Dachis Group. Confidential and Proprietary 3
  • 4. @JEFFDACHIS Representing the largest disruption in the communications landscape in the history of mankind® 2013 Dachis Group. Confidential and Proprietary 4
  • 5. @JEFFDACHIS Mass Communications To The Mass of Communicators® 2013 Dachis Group. Confidential and Proprietary 5
  • 6. @JEFFDACHIS $600B Brand Marketing Disruption® 2013 Dachis Group. Confidential and Proprietary 6
  • 7. @JEFFDACHIS Re-boot the way Brands Get Built® 2013 Dachis Group. Confidential and Proprietary 7
  • 8. @JEFFDACHIS from Advertising to Engagement® 2013 Dachis Group. Confidential and Proprietary 8
  • 9. @JEFFDACHIS How does it scale?® 2013 Dachis Group. Confidential and Proprietary 9
  • 10. Brand Marketing is aboutAuthentic Engagement www.disneyworld.com
  • 11. Brand MarketingAnd marketers spend a LOT to try to achieve it...$ 600B Brand Marketing
  • 12. Social has transformed Brand Marketing® 2013 Dachis Group. Confidential and Proprietary
  • 13. Social has transformed Brand Marketing Brand Marketing is the dominant ‘top of the funnel’ tool for creating purchase intent® 2013 Dachis Group. Confidential and Proprietary
  • 14. Social has transformed Brand Marketing Broadcast Historically, “Broadcast only” brand marketing vehicles like television and print have been the tool of choice for brand marketers.® 2013 Dachis Group. Confidential and Proprietary
  • 15. Social has transformed Brand Marketing 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® 2013 Dachis Group. Confidential and Proprietary
  • 16. Social has transformed Brand Marketing 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 Engagement In a Social world, Engagement has become the most effective mechanism for creating purchase intent. 67% 38% of shoppers spend increase in in-store more online after purchase incidence recommendations as a result of earned from online media exposure communities of friends * The Etailing Group 2009 * comScore 2012® 2013 Dachis Group. Confidential and Proprietary
  • 17. Social Marketing Is Ideal for Engagement @ Scale
  • 18. Social Business Audience on a massive scale... Facebook users 1B Constant Contact and Chadwick Martin Bailey 2011® 2013 Dachis Group. Confidential and Proprietary
  • 19. Social Business Data on a massive scale... 350M tweets a day® 2013 Dachis Group. Confidential and Proprietary
  • 20. Scale, Data, and an Interactive MediumCreates opportunity for insight and engagement business value
  • 21. Scale, Data, and an Interactive MediumCreates opportunity for insight and engagement business value Business Outcomes
  • 22. Scale, Data, and an Interactive MediumCreates opportunity for insight and engagement to drive exponential Brand Brand Brand Brand Awareness Love Mindshare Advocacy
  • 23. To engage @ scale, mobilize your constituentsExtending your reach® 2013 Dachis Group. Confidential and Proprietary
  • 24. Engagement PlatformsOrganize & EngageEngagement platformspromise to help yoursmall social teamengage with the market...® 2011 Dachis Group. Confidential and Proprietary
  • 25. Engagement PlatformsInadequate to impact the masses ...but with only a handful of resources, and an audience of millions, most organizations’ impact is negligible® 2011 Dachis Group. Confidential and Proprietary
  • 26. Engagement PlatformsInadequate to impact the masses ?!? ...but with only a handful of resources, and an audience of millions, most organizations’ impact is negligible® 2011 Dachis Group. Confidential and Proprietary
  • 27. But there isanother approach
  • 28. Organize your employees EmployeesOrganize youremployees toengage withthe market...® 2013 Dachis Group. Confidential and Proprietary
  • 29. Coordinate your partners Partners... thencoordinateyour partnersto engage withthe market...® 2013 Dachis Group. Confidential and Proprietary
  • 30. Activate your advocates Advocates...then activateyour advocatesto engage withthe market® 2011 Dachis Group. Confidential and Proprietary
  • 31. Engagement @ Scale All coordinated, on brand message and understanding their own goals and their contribution to® 2011 Dachis Group. Confidential and Proprietary performance
  • 32. Engagement @ Scale All coordinated, on brand message and understanding their own goals and their contribution to® 2011 Dachis Group. Confidential and Proprietary performance
  • 33. ...and actually, your advocates are bettermarketers than you are
  • 34. People are more likely to TRUST 1. Academics 2. Experts 3. People like me 4. Employees at the companymore than the CEO, Gov’t institutions, Financial analysts Edelman Trust Barometer Study 2012
  • 35. 67% of shoppers spend more online after recommendations from online community of friends Social Commerce: Conversations Among Consumers, Gannett and The Etailing Group 2009® 2013 Dachis Group. Confidential and Proprietary
  • 36. Customers accessing an online 10x store via a social media site are more likely to buy something than other users Payment provider Sage Pay 2010® 2013 Dachis Group. Confidential and Proprietary
  • 37. 78% of internet users consider consumer recommendations to be the most credible form of advertising. Emarketer 2011® 2013 Dachis Group. Confidential and Proprietary
  • 38. “Fans” spend $ 72 more on products than “non-fans” Syncapse 2010® 2013 Dachis Group. Confidential and Proprietary
  • 39. People who follow brands on Facebook are 51% 60% more likely to buy more likely to a product post- recommend a product connection. post-connection. Constant Contact and Chadwick Martin Bailey 2011® 2013 Dachis Group. Confidential and Proprietary
  • 40. People who follow brands on Twitter are 67% 79% more likely to buy more likely to a product post- recommend a product connection. post-connection. ROI Research for Performance, June 2010® 2013 Dachis Group. Confidential and Proprietary
  • 41. We need to stop thinking aboutMass Communications and startthinking about the Mass ofCommunicators
  • 42. We need to turn Text customers, employees & partners
  • 43. Text into Advocates
  • 44. Now What?
  • 45. Brand marketers must rethink how they create purchase intent Owned Every brand is a media company® 2013 Dachis Group. Confidential and Proprietary
  • 46. Brand marketers must rethink how they create purchase intent Owned Earned Every brand is a Engagement is the media company new brand currency.® 2013 Dachis Group. Confidential and Proprietary
  • 47. Brand marketers must rethink how they create purchase intent Owned Earned Paid Every brand is a Engagement is the Amplification of media company. new brand authentic engagement currency. is the key to optimizing media spend.® 2013 Dachis Group. Confidential and Proprietary
  • 48. Brand marketers must rethink how they create purchase intent Owned Earned Paid Every brand is a Engagement is the Amplification of media company. new brand authentic engagement currency. is the key to optimizing media spend.® 2013 Dachis Group. Confidential and Proprietary
  • 49. Brand marketers must rethink how they create purchase intent Owned Earned Paid Every brand is a Engagement is the Amplification of media company. new brand authentic engagement currency. is the key to optimizing media spend.® 2013 Dachis Group. Confidential and Proprietary
  • 50. Capitalize on the shift by optimizing Social Marketing efforts Owned Earned Paid Measure and optimize owned content.® 2013 Dachis Group. Confidential and Proprietary
  • 51.         Capitalize on the shift by optimizing Social Marketing efforts Owned Earned Paid Measure and optimize owned content.® 2013 Dachis Group. Confidential and Proprietary
  • 52. Capitalize on the shift by optimizing Social Marketing efforts Owned Earned Paid Measure and Quantify and optimize owned increase earned content. media through advocacy.® 2013 Dachis Group. Confidential and Proprietary
  • 53. Capitalize on the shift by optimizing Social Marketing efforts Owned Earned Paid Measure and Quantify and optimize owned increase earned content. media through advocacy.® 2013 Dachis Group. Confidential and Proprietary
  • 54. Capitalize on the shift by optimizing Social Marketing efforts $$ $ Owned Earned Paid Measure and Quantify and Strategically deploy optimize owned increase earned paid media to amplify content. media through brand advocacy. advocacy.® 2013 Dachis Group. Confidential and Proprietary
  • 55. Capitalize on the shift by optimizing Social Marketing efforts $ $ $ Owned Earned Paid Measure and Quantify and Strategically deploy optimize owned increase earned paid media to amplify content. media through brand advocacy. advocacy.® 2013 Dachis Group. Confidential and Proprietary
  • 56. Engagement @ Scale
  • 57. Thank You. ; ) ® 2013 Dachis Group. Confidential and Proprietary 50

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