Webinar - The Connected Company

® 2012 Dachis Group. Confidential and Proprietary

WEBINARTHE CONNECTED COMPANY

OCT 2, 2012Dave Gray, SVP Strategy, Dachis Group | Michael Jones, VP of Technology, Dachis Group@davegray @mjfreshyfresh | www.dachisgroup.com | socialbusinessindex.com

Creative Commons. Some Rights Reserved. 2012.

® 2012 Dachis Group. Confidential and Proprietary 2














THE CONNECTED COMPANY

BIG DATA, REACH & INSIGHT

15


955MFacebook users

Source: Facebook SEC Filings 2012

Social BusinessAudience on a massive scale...


Social BusinessData on a massive scale...

400Mtweets a day

Source: Economist June 2012

To engage @ scale, mobilize your constituents

Extending your reach


Organize your employees


Employees

Organize your employees to engage with the market...

Coordinate your partners


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

Partners

Activate your advocates


Advocates

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

Engagement @ Scale


All coordinated, on brand message and understanding their own goals and their contribution to performance











® 2012 Dachis Group. Confidential and Proprietary 34Bain study: http://www.theultimatequestion.com/theultimatequestion/company_example_dell.asp

http://www.theultimatequestion.com/theultimatequestion/company_example_dell.asp




CONSTITUENTS & YOUR SOCIAL ECOSYSTEM

36

more than the CEO, Gov’t institutions, Financial analysts

People are more likely to

1. Academics2. Experts

3. People like me4. Employees at the company

Edelman Trust Barometer Study 2012

TRUST

of internet users consider consumer recommendations to be

the most credible form of advertising.

Emarketer 2011

78%



ENGAGEMENT @ SCALE

39

Engaging @ scaleA Framework

Identify Activate & Engage

Measure Performance

How do you identify advocates in the sea of audience members?

Identify Constituents

377MFacebook Audience


find engagedusers

determine advocacy vsengagement

removespammers


377MFacebook Audience

retweetsbrand content

positive brand relevant signals


100KBrand Advocates


Identify influencers in engaged audience

Prioritize based on contributions to brand marketing business outcomes

Stack rank and cut off at authentic engagement capacity of staff

Once you identify advocates, how do you activate and engage them?

Activate and Engage Constituents



533

4

8

915

16

21

26

30

41


Nice work, mjohnson, you’re really getting the word out!

41Nice work, CaliMama, you’re one of our top advocates!

230Nice work, MickeyMaven, you’re on fire!326Nice work, DisneyDiane, you’re a rising star!4215

Nice work, mjohnson, you’re really getting the word out!

1 53


Measure Performance

Guide behavior through feedback and game mechanics


MeasurePerformance

How do you measure the performance of your advocacy efforts?

MeasurePerformance

533

4

8

915

16

21

26

30

41

MeasurePerformance

86,400

PERMUTATIONS

MeasurePerformance

21.6BPERMUTATIONS

MeasurePerformance

Measure aggregate performance

Isolate lift in core metrics correlating to Brand Marketing Business Outcomes



Q&A


Social Business by Design

http://www.socialbusinessbydesign.com

The Connected Company

http://theconnectedcompany.dachisgroup.com

Airplane Reading


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dachisgroup.com

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@mjfreshyfresh

[email protected]

@doug_kern

@davegray