The document discusses how social media has transformed brand marketing from broadcast-only advertising to engagement-based marketing. It argues that in order to engage large audiences at scale, brands should organize and coordinate their employees, partners, and advocates to engage with customers on social media in an authentic way, rather than relying solely on small internal social media teams. When done effectively, this approach can drive brand awareness, love, mindshare, and advocacy.

1. @JEFFDACHIS
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1

2. @JEFFDACHIS
Ancient History
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3. @JEFFDACHIS
The democratization of the
tools of self expression
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4. @JEFFDACHIS
Representing the largest
disruption in the
communications landscape
in the history of mankind
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5. @JEFFDACHIS
Mass Communications
To
The Mass of Communicators
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6. @JEFFDACHIS
$600B
Brand Marketing Disruption
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7. @JEFFDACHIS
Re-boot the way
Brands Get Built
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8. @JEFFDACHIS
from Advertising
to Engagement
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9. @JEFFDACHIS
How does it scale?
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10. Brand Marketing is about
Authentic Engagement
www.disneyworld.com

11. Brand Marketing
And marketers spend a LOT to try to achieve it...
$ 600B
Brand Marketing

12. Social has transformed Brand Marketing
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13. Social has transformed Brand Marketing
Brand Marketing is the
dominant ‘top of the funnel’
tool for creating purchase
intent
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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.
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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
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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
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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
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19. Social Business
Data on a massive scale...
350M tweets a day
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20. Scale, Data, and an Interactive Medium
Creates opportunity for insight and engagement business value

21. Scale, Data, and an Interactive Medium
Creates opportunity for insight and engagement business value
Business
Outcomes

22. Scale, Data, and an Interactive Medium
Creates opportunity for insight and engagement to drive exponential
Brand Brand Brand Brand
Awareness Love Mindshare Advocacy

23. To engage @ scale, mobilize your constituents
Extending your reach
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24. Engagement Platforms
Organize & Engage
Engagement platforms
promise to help your
small social team
engage with the market...
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25. Engagement Platforms
Inadequate to impact the masses
...but with only a handful
of resources, and an
audience of millions,
most organizations’
impact is negligible
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26. Engagement Platforms
Inadequate 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 is
another approach

28. Organize your employees
Employees
Organize your
employees to
engage with
the market...
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29. Coordinate your partners
Partners
... then
coordinate
your partners
to engage with
the market...
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30. Activate your advocates
Advocates
...then activate
your advocates
to engage with
the market
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31. Engagement @ Scale
All coordinated, on
brand message and
understanding their
own goals and their
contribution to
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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 better
marketers than you are

34. People are more likely to
TRUST
1. Academics
2. Experts
3. People like me
4. Employees at the company
more 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
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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
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37. 78%
of internet users consider
consumer recommendations to be
the most credible form of advertising.
Emarketer 2011
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38. “Fans” spend
$ 72
more
on products than “non-fans”
Syncapse 2010
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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
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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 about
Mass Communications and start
thinking about the Mass of
Communicators

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
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46. Brand marketers must rethink how they create purchase intent
Owned Earned
Every brand is a Engagement is the
media company new brand
currency.
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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.
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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. ; )
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