Sr. Partner, Dachis Group
Hello. Logic + Emotion
“Social Media is like teen sex.
Everyone wants to do it, nobody knows
how. When it’s finally done, there is
surprise it’s not better. ”
Avinash Kaushick, Analytics Evangelist, Google
So, what’s changed? Command & control.
Facilitation leads to engagement
Engagement leads to participation
“Comments, which were absent from the broadcast
phase now represented almost 10% of the view rate.”
Source: Doug White, Social Media Today
the network economy
“America’s opportunity is to lead the network
economy, not protect the industrial economy”
~John Gerzema, CIO Young & Rubicam
Attention on the network is earned in streams
Social as just another marketing channel?
Personality is a plus, but...
“I believe that people would rather have a conversation with a
person than a brand.” ~Scott Monty, Ford Motor Company
...individuals don’t scale well
Some organizations are trying
imagine if your entire call center was a social business center
Signs of ROI
Dell Outlet has booked more than $3 million in revenue
attributable to its Twitter posts. In addition, the division has
done research showing that awareness of the outlet has
Source: Twitter 101
Social business must be integrated (but often isn’t)
the industrial machine rolls on
Great PR & marketing, but is it integrated?
Starbucks starts to connect the dots
70,000 ideas in first year
Free coffee for Gold Card members on their birthday
Starbucks VIP card
Buy coffee beans, get a free cup of coffee