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@JEFFDACHIS




® 2013 Dachis Group. Confidential and Proprietary
                                                    1
@JEFFDACHIS




                                                   Ancient History



® 2013 Dachis Group. Confidential and Proprietary                     2
@JEFFDACHIS




        The democratization of the
         tools of self expression



® 2013 Dachis Group. Confidential and Proprietary   3
@JEFFDACHIS




      Representing the largest
           disruption in the
     communications landscape
      in the history of mankind


® 2013 Dachis Group. Confidential and Proprietary   4
@JEFFDACHIS




                               Mass Communications

                                                   To

             The Mass of Communicators


® 2013 Dachis Group. Confidential and Proprietary        5
@JEFFDACHIS




                                   $600B
 Brand Marketing Disruption

® 2013 Dachis Group. Confidential and Proprietary   6
@JEFFDACHIS




                                            Re-boot the way
                                            Brands Get Built




® 2013 Dachis Group. Confidential and Proprietary               7
@JEFFDACHIS




                                             from Advertising
                                              to Engagement



® 2013 Dachis Group. Confidential and Proprietary                8
@JEFFDACHIS




                                     How does it scale?




® 2013 Dachis Group. Confidential and Proprietary          9
Brand Marketing is about
Authentic Engagement




                   www.disneyworld.com
Brand Marketing
And marketers spend a LOT to try to achieve it...




$ 600B
      Brand Marketing
Social has transformed Brand Marketing




® 2013 Dachis Group. Confidential and Proprietary
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
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
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
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
Social Marketing Is Ideal for
 Engagement @ Scale
Social Business
     Audience on a massive scale...




                 Facebook users
                                                   1B
                                                   Constant Contact and Chadwick Martin Bailey 2011

® 2013 Dachis Group. Confidential and Proprietary
Social Business
     Data on a massive scale...




                350M            tweets a day
® 2013 Dachis Group. Confidential and Proprietary
Scale, Data, and an Interactive Medium
Creates opportunity for insight and engagement business value
Scale, Data, and an Interactive Medium
Creates opportunity for insight and engagement business value




      Business
     Outcomes
Scale, Data, and an Interactive Medium
Creates opportunity for insight and engagement to drive exponential




       Brand           Brand           Brand          Brand
     Awareness         Love          Mindshare       Advocacy
To engage @ scale, mobilize your constituents
Extending your reach




® 2013 Dachis Group. Confidential and Proprietary
Engagement Platforms
Organize & Engage


Engagement platforms
promise to help your
small social team
engage with the market...




® 2011 Dachis Group. Confidential and Proprietary
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
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
But there is
another approach
Organize your employees



                                                    Employees




Organize your
employees to
engage with
the market...




® 2013 Dachis Group. Confidential and Proprietary
Coordinate your partners




                                                    Partners
... then
coordinate
your partners
to engage with
the market...




® 2013 Dachis Group. Confidential and Proprietary
Activate your advocates

                                                    Advocates




...then activate
your advocates
to engage with
the market




® 2011 Dachis Group. Confidential and Proprietary
Engagement @ Scale




                                                    All coordinated, on
                                                    brand message and
                                                    understanding their
                                                    own goals and their
                                                    contribution to
® 2011 Dachis Group. Confidential and Proprietary
                                                    performance
Engagement @ Scale




                                                    All coordinated, on
                                                    brand message and
                                                    understanding their
                                                    own goals and their
                                                    contribution to
® 2011 Dachis Group. Confidential and Proprietary
                                                    performance
...and actually, your
 advocates are better
marketers than you are
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
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
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
78%
                           of internet users consider
                       consumer recommendations to be
                      the most credible form of advertising.
                                                   Emarketer 2011

® 2013 Dachis Group. Confidential and Proprietary
“Fans” spend




                                     $             72
                                                    more
                                 on products than “non-fans”
                                                       Syncapse 2010

® 2013 Dachis Group. Confidential and Proprietary
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
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
We need to stop thinking about
Mass Communications and start
thinking about the Mass of
Communicators
We need to turn




      Text
      customers,
     employees &
       partners
Text
        into
       Advocates
Now What?
Brand marketers must rethink how they create purchase intent




                Owned
                 Every brand is a
                 media company




® 2013 Dachis Group. Confidential and Proprietary
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
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
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
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
Capitalize on the shift by optimizing Social Marketing efforts




                Owned                              Earned   Paid
                 Measure and
                 optimize owned
                 content.




® 2013 Dachis Group. Confidential and Proprietary
 	
  	
  	
  
                   Capitalize on the shift by optimizing Social Marketing efforts




                       Owned                       Earned                Paid
                       Measure and
                       optimize owned
                       content.




® 2013 Dachis Group. Confidential and Proprietary
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
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
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
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
Engagement @ Scale
Thank You. ; )




 ® 2013 Dachis Group. Confidential and Proprietary
                                                     50

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Omma social 2013 @jeffdachis

  • 1. @JEFFDACHIS ® 2013 Dachis Group. Confidential and Proprietary 1
  • 2. @JEFFDACHIS Ancient History ® 2013 Dachis Group. Confidential and Proprietary 2
  • 3. @JEFFDACHIS The democratization of the tools of self expression ® 2013 Dachis Group. Confidential and Proprietary 3
  • 4. @JEFFDACHIS Representing the largest disruption in the communications landscape in the history of mankind ® 2013 Dachis Group. Confidential and Proprietary 4
  • 5. @JEFFDACHIS Mass Communications To The Mass of Communicators ® 2013 Dachis Group. Confidential and Proprietary 5
  • 6. @JEFFDACHIS $600B Brand Marketing Disruption ® 2013 Dachis Group. Confidential and Proprietary 6
  • 7. @JEFFDACHIS Re-boot the way Brands Get Built ® 2013 Dachis Group. Confidential and Proprietary 7
  • 8. @JEFFDACHIS from Advertising to Engagement ® 2013 Dachis Group. Confidential and Proprietary 8
  • 9. @JEFFDACHIS How does it scale? ® 2013 Dachis Group. Confidential and Proprietary 9
  • 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 ® 2013 Dachis Group. Confidential and Proprietary
  • 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. 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. 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. 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. 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 ® 2013 Dachis Group. Confidential and Proprietary
  • 19. Social Business Data on a massive scale... 350M tweets a day ® 2013 Dachis Group. Confidential and Proprietary
  • 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 ® 2013 Dachis Group. Confidential and Proprietary
  • 24. Engagement Platforms Organize & Engage Engagement platforms promise to help your small social team engage with the market... ® 2011 Dachis Group. Confidential and Proprietary
  • 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 ® 2011 Dachis Group. Confidential and Proprietary
  • 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
  • 28. Organize your employees Employees Organize your employees to engage with the market... ® 2013 Dachis Group. Confidential and Proprietary
  • 29. Coordinate your partners Partners ... then coordinate your partners to engage with the market... ® 2013 Dachis Group. Confidential and Proprietary
  • 30. Activate your advocates Advocates ...then activate your advocates to engage with the market ® 2011 Dachis Group. Confidential and Proprietary
  • 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. 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 ® 2013 Dachis Group. Confidential and Proprietary
  • 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. 78% of internet users consider consumer recommendations to be the most credible form of advertising. Emarketer 2011 ® 2013 Dachis Group. Confidential and Proprietary
  • 38. “Fans” spend $ 72 more on products than “non-fans” Syncapse 2010 ® 2013 Dachis Group. Confidential and Proprietary
  • 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. 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
  • 45. Brand marketers must rethink how they create purchase intent Owned Every brand is a media company ® 2013 Dachis Group. Confidential and Proprietary
  • 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. 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. ® 2013 Dachis Group. Confidential and Proprietary
  • 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
  • 57. Thank You. ; ) ® 2013 Dachis Group. Confidential and Proprietary 50