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Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
Dachis Group and Facebook Webinar June 14, 2012
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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!

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