Omma social 2013 @jeffdachis

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Omma social 2013 @jeffdachis

  1. 1. @JEFFDACHIS® 2013 Dachis Group. Confidential and Proprietary 1
  2. 2. @JEFFDACHIS Ancient History® 2013 Dachis Group. Confidential and Proprietary 2
  3. 3. @JEFFDACHIS The democratization of the tools of self expression® 2013 Dachis Group. Confidential and Proprietary 3
  4. 4. @JEFFDACHIS Representing the largest disruption in the communications landscape in the history of mankind® 2013 Dachis Group. Confidential and Proprietary 4
  5. 5. @JEFFDACHIS Mass Communications To The Mass of Communicators® 2013 Dachis Group. Confidential and Proprietary 5
  6. 6. @JEFFDACHIS $600B Brand Marketing Disruption® 2013 Dachis Group. Confidential and Proprietary 6
  7. 7. @JEFFDACHIS Re-boot the way Brands Get Built® 2013 Dachis Group. Confidential and Proprietary 7
  8. 8. @JEFFDACHIS from Advertising to Engagement® 2013 Dachis Group. Confidential and Proprietary 8
  9. 9. @JEFFDACHIS How does it scale?® 2013 Dachis Group. Confidential and Proprietary 9
  10. 10. Brand Marketing is aboutAuthentic Engagement www.disneyworld.com
  11. 11. Brand MarketingAnd marketers spend a LOT to try to achieve it...$ 600B Brand Marketing
  12. 12. Social has transformed Brand Marketing® 2013 Dachis Group. Confidential and Proprietary
  13. 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. 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. 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. 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. 17. Social Marketing Is Ideal for Engagement @ Scale
  18. 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. 19. Social Business Data on a massive scale... 350M tweets a day® 2013 Dachis Group. Confidential and Proprietary
  20. 20. Scale, Data, and an Interactive MediumCreates opportunity for insight and engagement business value
  21. 21. Scale, Data, and an Interactive MediumCreates opportunity for insight and engagement business value Business Outcomes
  22. 22. Scale, Data, and an Interactive MediumCreates opportunity for insight and engagement to drive exponential Brand Brand Brand Brand Awareness Love Mindshare Advocacy
  23. 23. To engage @ scale, mobilize your constituentsExtending your reach® 2013 Dachis Group. Confidential and Proprietary
  24. 24. Engagement PlatformsOrganize & EngageEngagement platformspromise to help yoursmall social teamengage with the market...® 2011 Dachis Group. Confidential and Proprietary
  25. 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. 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. 27. But there isanother approach
  28. 28. Organize your employees EmployeesOrganize youremployees toengage withthe market...® 2013 Dachis Group. Confidential and Proprietary
  29. 29. Coordinate your partners Partners... thencoordinateyour partnersto engage withthe market...® 2013 Dachis Group. Confidential and Proprietary
  30. 30. Activate your advocates Advocates...then activateyour advocatesto engage withthe market® 2011 Dachis Group. Confidential and Proprietary
  31. 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. 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. 33. ...and actually, your advocates are bettermarketers than you are
  34. 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. 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. 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. 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. 38. “Fans” spend $ 72 more on products than “non-fans” Syncapse 2010® 2013 Dachis Group. Confidential and Proprietary
  39. 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. 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. 41. We need to stop thinking aboutMass Communications and startthinking about the Mass ofCommunicators
  42. 42. We need to turn Text customers, employees & partners
  43. 43. Text into Advocates
  44. 44. Now What?
  45. 45. Brand marketers must rethink how they create purchase intent Owned Every brand is a media company® 2013 Dachis Group. Confidential and Proprietary
  46. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 56. Engagement @ Scale
  57. 57. Thank You. ; ) ® 2013 Dachis Group. Confidential and Proprietary 50

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