dachis group, social business intelligence
DESCRIPTION
Today, virtually every major brand includes social as a core part of their marketing mix, and most realize that counts of Likes and Followers are no longer an adequate metric for brand performance in social. Seeing this growing need for better brand insights, we set upon a journey to harness the massive amount of social activity between brands and their constituents. Big data.TRANSCRIPT
Social Business IntelligenceGather insights from big data, take action,and measure performance of your actions.
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INDEX1. Who we are2. Why social?3. Measuring social4. SBI: Social Business Intelligence
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WHO WE ARE
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WORLD’S LARGEST Dachis Group is the
Social consultancy
We are leaders in social business strategy, not just tactical implementation.
We connect the social media presence of an organisation with internal functions.
We are the leading global, integrated, end-to-end social business consultancy.
AMSTERDAM
LONDON
SINGAPORE
NEW YORK
AUSTIN
PHILADELPHIA
ST. LOUIS
PORTLAND
LINCOLN
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Applications & experiences
Community management
Influencer outreach
Advocacy programs
“Help us figure out how to do it.”
ENGAGEMENT
Learning
Change
Research
Insight
Vision
Planning
“Help us figure out what to do.”
STRATEGY
Social business training
Governance
Social Business Index (SBI)
Social Portfolio Insights (SPI)
Social Performance Monitor (SPM)
Dashboards & benchmarks
Brand Health analysis / reporting
“Help us figure out how we’re doing.”
INTELLIGENCE
Our services:
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Our clients:HBO
BBC
Universal Pictures
Media & entertainment
General Motors
Honda
Acura
Toyota
Auto
NestleAB / InBevThe Coca-Cola CompanyRed BullFrito Lay
Food & beverage
Marriott International
British Airways
Southwest Airlines
Disney Parks & Resorts
American Airlines
Travel & hospitality
Intercontinental Hotels Group
Delta Air Lines
W Hotels
Target
AdidasEstee Lauder
Levi’sHome Depot
Retail & lifestyle
Fidelity
HSBC
Deutsche Bank
Prudential
Financial services
Hewlett Packard
Sony
Panasonic
Bosch
Siemens
Tech, electronics & telecom
Nokia
UnileverProcter & Gamble
CPG
Bic
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WHY SOCIAL?
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THE WORLD IS NOW SOCIAL.955,000,000 Facebook users
400 million tweets per day
400 social networks with more than
1 million members
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Social has been upgraded from “intriguing” to “MISSION CRITICAL.”
This means that the “SOCIAL HONEYMOON” IS OVER.
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ENGAGEMENT @ SCALEThe best medium for measurable brand expression.Companies that are active in social perform better than those that are not.
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Great brands grow because they connect deeply with customers.Social allows us to analyse and measure, act upon, and strengthen these connections.
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MEASURING SOCIAL
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Web Analytics...Social Media Monitoring...We’ve been doing these for a while.
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But do they help you measure ROI in Social?
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Current “Likes & Followers”measurement approaches
#FAIL
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It’s about correlating your brand’s social performance directly to
Business outcomes
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Brand Awareness
BrandLove
Brand Mindshare Brand
Advocacy
BUSINESS OUTCOMES
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BRAND AWARENESS
Brand Awareness
• How many customers can I reach thanks to my social activities (echo / network effect)?
• How many consumers are talking about my brand and my activities?
• How many conversations are there in the social sphere that relate to my brand and how strong are they (over time)?
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BRAND LOVE• How many positive signals about my
brand are there and how passionate are they?
• How many participants are creating positive conversations about my brand?
• What is the share of positively engaged participants vs. my competitors (satisfaction)?
BrandLove
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BRAND MINDSHARE• What share of market participation
my conversations have vs. competitors?
• What is the proportion of engaged consumers vs. non-engaged in relation to my brand?
Brand Mindshare
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BRAND ADVOCACY• How many people that are talking
about my brand are propagating my messages?
• How far do messages about my brand travel across the social ecosystem?
• How many detractors are there?
• What is the ratio between advocate and detractor messages?
Brand Advocacy
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SOCIAL BUSINESS INTELLIGENCE
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Measuring Social BusinessDachis Group’s Big Data Approach to Social Analytics
Relationships, behaviours, and conversations between 30,000 brands and 100 million Social Accounts updated every 15 minutes
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® 2012 Dachis Group. Confidential and Proprietary
SBI and its Components Built on top of big data social analytics platform
Normalization Enrichment Analysis Analytics
Social Business Intelligence Platform
Social Business Index
Social Performance Monitor Advocate Insight Employee InsightCampaign Performance Monitor
New!
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measurement advocacy
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Introducing Social Performance Monitor
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Social Performance Monitor (SPM)Measuring business outcomes in social
Social Performance Monitor helps organisations gain insight into the business benefits delivered by Social
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SPM provides metrics-based analysis of social performance, correlated to business outcomes.
BrandAwareness
BrandLove
BrandMindshare
BrandAdvocacy
ReachConversation
Strength
SatisfactionPassion
ParticipationEngagement
Message Propagation
Advocate Strength
BusinessOutcomes
Metrics
Social Performance Monitor (SPM)Performance Insights
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Social Performance Monitor (SPM)Measuring conversation impact
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1 Benchmark business outcomes across competitors and peer brands.
Correlate events and conversations with social activity.
Gain insight into content including Facebook post data.
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Social Performance Monitor (SPM)Measuring conversation impact
Access insight data for each post, including reach, PTAT, sentiment and virality.
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Introducing Campaign Performance
Monitor
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For brands, social campaigns are commonplace... A core part of customer engagement programs
Travelocity “Cabin Fever” campaign
Levi’s “Water Tank” campaign
Radioshack “Sweepstakes” campaign
Oakley “BeyondReason” campaign
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...but, it’s very difficult to measure impact and attribution.
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Campaign Performance Monitor
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1 Measure the impact of your social campaign on business outcomes.
Uncover campaign attributes across social platforms, including signals, hashtags and participants.
Track and benchmark campaigns against peer brands, competitors and industry averages.
Deliver exec summary reports to your team.
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Introducing Advocate Insight
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1 Identify and rank Advocates based on their interaction with company content.
Analyze Advocate profiles on sentiment, follower base and echoed signals.
Segment Advocates by brand, social platform, audience reach, region, subsidiary, and notes appended by your team.
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3Advocate InsightIdentifying your brand’s top advocates
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Introducing Employee Insight
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1 Rank your employee social accounts, tracking signals, audience, conversation and strength.
Measure employee social scores, and brand impact.
Track top employees on your Social Leaderboard
Mobilize your employee social efforts with a configurable portal.
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Employee InsightMobilize and measure employees to scale brand impact
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Next StepsLearn more on how your brand can Engage @ Scale in social.
Learn MoreSetup a 1:1 demo
social.dachisgroup.com/tour
@DGSBI @dachisgroup
Sign Up Register for free
How’s your brand doing in social? Sign up for free and benchmark your brand at www.socialbusinessindex.com
www.socialbusinessindex.com
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