Dachis Group and Facebook Webinar June 14, 2012

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Dachis Group and Facebook Webinar June 14, 2012

Dachis Group and Facebook Webinar June 14, 2012

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  • 1. WEBINAR MEASUREMENT @ SCALE WITH FACEBOOK AND DACHIS GROUP" JUNE 14, 2012 facebook.com/dachisgroup | socialbusinessindex.com | @dachisgroup! Creative Commons. Some Rights Reserved. 2012.!® 2012 Dachis Group. Confidential and Proprietary!
  • 2. " ERIK HUDDLESTON, DACHIS GROUP TODAY’S BRAND OPPORTUNITY IN SOCIAL® 2012 Dachis Group. Confidential and Proprietary! 2!
  • 3. Brand Marketing is aboutAuthentic Engagement® 2012 Dachis Group. Confidential and Proprietary!
  • 4. Brand MarketingAnd marketers are spending a lot to achieve it… $450B Brand Marketing!® 2012 Dachis Group. Confidential and Proprietary! 4!
  • 5. Social is fundamentally changing Brand Marketing® 2012 Dachis Group. Confidential and Proprietary!
  • 6. Social Provides Unprecedented ReachAudience on a massive scale… 900M Facebook users! Facebook SEC Filings 2012® 2012 Dachis Group. Confidential and Proprietary! 6!
  • 7. Social Provides Unprecedented DataInsights on a massive scale… Likes & Comments per Day! 3.2B Facebook SEC Filings 2012® 2012 Dachis Group. Confidential and Proprietary! 7!
  • 8. Social is the ideal platform for Engagement @ Scale® 2012 Dachis Group. Confidential and Proprietary!
  • 9. Social Provides Meaningful ROI AgainstBrand OutcomesLike Purchase Intent… 51% 60% More likely to ! More likely to ! BUY ! RECOMMEND! a product ! a product ! post-connection.! post-connection.! Source: Chadwick Martin Bailey and iModerate (2011).® 2012 Dachis Group. Confidential and Proprietary! 9!
  • 10. …and other brand outcomes like Brand Brand 
 Brand Brand 
 Awareness! Love! Mindshare! Advocacy!® 2012 Dachis Group. Confidential and Proprietary!
  • 11. Today, SOCIAL MEASUREMENT can be the CORNERSTONE to BRAND ENGAGEMENT® 2012 Dachis Group. Confidential and Proprietary! 11!
  • 12. The ProblemIt’s very difficult to connect social activity to business outcomes Activities &
 Activities & 
 Behaviors! Behaviors! Consumers! Company!® 2012 Dachis Group. Confidential and Proprietary!
  • 13. …and in 2012 the “SOCIAL HONEYMOON” IS OVER Social has been upgraded from “intriguing” to “Mission Critical”® 2012 Dachis Group. Confidential and Proprietary! 13!
  • 14. For brands,Facebook offers an emerging opportunity to measure @ scale.® 2012 Dachis Group. Confidential and Proprietary! 14!
  • 15. " CYRIL MATHEW, FACEBOOK FACEBOOK INSIGHTS & MEASUREMENT® 2012 Dachis Group. Confidential and Proprietary! 15!
  • 16. ® 2012 Dachis Group. Confidential and Proprietary!
  • 17. Businesses are better in a connected world.!® 2012 Dachis Group. Confidential and Proprietary!
  • 18. ® 2012 Dachis Group. Confidential and Proprietary!
  • 19. ® 2012 Dachis Group. Confidential and Proprietary!
  • 20. Mo3va3on&from&Friends& Jokes&from&friends& Advice&about&the&app& Event&Recommenda3ons&® 2012 Dachis Group. Confidential and Proprietary!
  • 21. The most trusted source of marketing 92% 47% trust word of mouth trust TV, radio from friends and and newspapers family® 2012 Dachis Group. Confidential and Proprietary! 21!
  • 22. Pages!Mission control foryour business!® 2012 Dachis Group. Confidential and Proprietary!
  • 23. From Ads to Stories! Ads&on&Social&Networks! Stories&–&Social&by&design Available&Inventory:& Available&Inventory:& Right!Hand!Side! Mobile!newsfeed,!Home!Page,!Desktop! Newsfeed,!Right!Hand!Side!–!Desktop,! logout!experience.!® 2012 Dachis Group. Confidential and Proprietary!
  • 24. Original Story! Right Hand Side! Newsfeed! Mobile! Logout! Newsfeed!® 2012 Dachis Group. Confidential and Proprietary!
  • 25. 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!® 2012 Dachis Group. Confidential and Proprietary!
  • 26. The addiction to fans, fans, fans!!® 2012 Dachis Group. Confidential and Proprietary!
  • 27. Page Insights – New Focus Areas! People Talking Reach About This of mouth from friends and family & &® 2012 Dachis Group. Confidential and Proprietary!
  • 28. Page Insights
Unprecedented Engagement Metrics!® 2012 Dachis Group. Confidential and Proprietary!
  • 29. Example use cases w/ Page Insights
How should I use these new data points?!® 2012 Dachis Group. Confidential and Proprietary!
  • 30. Real-time Post Insights
Leveraging Actionable Data!® 2012 Dachis Group. Confidential and Proprietary!
  • 31. Facebook 
 PMD Program! https://developers.facebook.com/ preferredmarketingdevelopers/! Our Mission:! To help developers build products that make social marketing easier and more effective.!® 2012 Dachis Group. Confidential and Proprietary!
  • 32. 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!® 2012 Dachis Group. Confidential and Proprietary!
  • 33. Thanks" " cyril@fb.com facebook.com/1cyril® 2012 Dachis Group. Confidential and Proprietary!
  • 34. " ERIK HUDDLESTON, DACHIS GROUP MEASURING BRAND PERFORMANCE® 2012 Dachis Group. Confidential and Proprietary! 34!
  • 35. Dachis Group & Facebook PMDExtending Pages, Apps & Insights to business outcomes 500+ Facebook projects! Dachis Group’s PMD Badges!® 2012 Dachis Group. Confidential and Proprietary!
  • 36. World View: Engagement @ Scale Advocacy! ! Measuring social performance!® 2012 Dachis Group. Confidential and Proprietary!
  • 37. World View: Business Outcomes It’s critical to correlate your brand’s social performance directly to the business outcomes that your brand cares about. METRIC:& OUTCOME:& Reach,&& BRAND&AWARENESS& conversa3on&strength& Sa3sfac3on,&Passion& BRAND&LOVE& Par3cipa3on,& engagement& BRAND&MINDSHARE& Message&propaga3on,& BRAND&ADVOCACY& advocate&strength&® 2012 Dachis Group. Confidential and Proprietary! 37!
  • 38. Measuring @ Scale w/ Facebook Insight data Filter&by&brand,&region& 1! or&department& 1!® 2012 Dachis Group. Confidential and Proprietary! 38!
  • 39. Measuring @ Scale w/ Facebook Insight data Filter&by&brand,&region& 2! or&department& Correlate&to&business& 2! outcomes&&® 2012 Dachis Group. Confidential and Proprietary! 39!
  • 40. Measuring @ Scale w/ Facebook Insight data Filter&by&brand,&region& or&department& 3! Correlate&to&business& outcomes&& Benchmark&regions,& 3! brands,&compe3tors,& bestOinOclass&® 2012 Dachis Group. Confidential and Proprietary! 40!
  • 41. Measuring @ Scale w/ Facebook Insight data Filter&by&brand,&region& 4! or&department& Correlate&to&business& 4! outcomes&& Benchmark&regions,& brands,&compe3tors,& bestOinOclass& 4! Add&seman3c& 4! analysis,&including& sen3ment&(links,& topics,&par3cipants)&® 2012 Dachis Group. Confidential and Proprietary! 41!
  • 42. Wrap-up: •  “Honeymoon is Over” •  Focus on Business Outcomes •  Leverage Facebook tools •  Get a good brand measurement platform in place ® 2012 Dachis Group. Confidential and Proprietary!
  • 43. Q&A® 2012 Dachis Group. Confidential and Proprietary!
  • 44. Airplane Reading! “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! !® 2012 Dachis Group. Confidential and Proprietary! 44!
  • 45. Save the Date! Learn More! cyril@fb.com! facebook.com/1cyril! erik.huddleston@dachisgroup.com! www.socialbusinesssummit.com! @ehuddleston! 21 June LONDON! 26 July SINGAPORE! 12 Sept NEW YORK! doug.kern@dachisgroup.com! @doug_kern! facebook.com/dachisgroup! dachisgroup.com! socialbusinessindex.com!® 2012 Dachis Group. Confidential and Proprietary! 45!