Get the entire Social Business Journal with additional articles from Brian Solis, an interview with Estee Lauder and much more at http://social.dachisgroup.com/sbj3

1. THE
WHAT IS ENGAGEMENT @ SCALE? 12
THE SOCIAL BUSINESS JOURNAL
SOCIAL CAMPAIGN MEASUREMENT 16
BRIAN SOLIS’ ‘THE END OF BUSINESS AS USUAL’ 20
ESTEé LAUDER COMPANIEs’ marisa thalberg 24
SOCIAL
BUSINESS
JOURNAL
THE campaignS ISSUE
How to MAKE your way through the MURKY & MYSTERIOUS worlD of social campaign measurement
ISSUE 03 · Q2 2013

2. 2 THE SOCIAL BUSINESS JOURNAL ISSUE 03 Q2 2013 3
THE
SOCIAL + C O N TAC T U S
BUSINESS
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CAMPAIGN
+ D E PA R T M E N T S + ISSUE 03 | Q2 2013
PUBLISHER CONTRIBUTORS
4
BY LARA HENDRICKSON Jeffrey Dachis Julie Alpers
EDITOR'S NOTE EDITOR IN CHIEF
Lara Hendrickson
Craig Bromberg
Rob Caldera
Liz Courtney
5
PERFORMANCE
BEHIND THE SCENES Caleb Ferguson
MAKING AN INFOGRAPHIC CREATIVE DIRECTOR
Bill Keaggy
Dion Hinchcliffe
Erik Huddleston
Michael Jones
6
We take a look at the DG blog & find out what had you atwitter last quarteR SENIOR ILLUSTRATOR Doug Kern
THE BEST OF THE BLOG Chris Roettger Brian Kotlyar
David Mastronardi
MON TOR
PROJECT MANAGER Lauren Picarello
10
BY ROB CALDERA Krystal Spitz Ray Renteria
COUNCIL INSIGHTS
Carly Roye
COPY EDITOR Brian Solis
Kelly Kriegshauser David Vordtriede
28
24 HOURS WITH DION HINCHCLIFFE George Zhang
PRINT MANAGER
A DAY IN THE LIFE Lisa Vorst COVER ILLUSTRATION
David Vordtriede
30
BY David mastronardi PRINTER
Social campaigns are a part of daily life for
brand managers as they try to scale their
As investments in social campaigns rise, brand executives
need more insight into campaign performance than
counts of “likes” and “followers.” Current approaches and
SOCial BIZ INSIDER Stolze Printing
St. Louis, Missouri, USA
engagement across thousands — or millions ISSN 2166-3742
manual efforts to measure social campaigns provide little
— of audience members. But how do you insight into finding out what worked and why, what value
know if those campaigns are working? Dachis + F E AT U R E S ISSUE HASHTAG #SBJ03
it contributed to the business, or how to create better
Group’s Campaign Performance Monitor social campaigns in the future.
12
A VISUAL EXPLANATION
helps you understand the business impact of
campaigns by correlating social programs to
Dachis Group’s Campaign Performance Monitor solves
these problems by harnessing the power of big data to
ENGAGEMENT @ SCALE + ABOUT DG & SBJ
business outcomes. Dachis Group helps improve your brand
14
enable brands to optimize campaigns while they’re WHAT WERE LAST YEAR'S HITS AND MISSES?
in progress. performance by measuring and managing
CAMPAIGN BAROMETER your social engagement via a powerful suite
of SaaS tools and custom services. The
16
HOW TO TEST AND LEARN Social Business Journal is a free quarterly
CAMPAIGN MEASUREMENT publication by Dachis Group. No part of this
publication can be reproduced, stored in a
retrieval system or transmitted in any form
20
A BOOK EXCERPT FROM Brian Solis' "THE END OF BUSINESS AS USUAL" or by any means (electronic, photocopy,
ADAPTIVE BIZ MODELS etc.), except as permitted by the 1976 U.S.
Copyright Act, without permission of the
publisher. Reprint requests and feedback can
To learn more, sign up for a 1:1 tour of Campaign Performance Monitor at social.dachisgroup.com/TourHere.
24
AN INTERVIEW WITH ESTEÉ LAUDER COMPANIES' be sent to sbj@dachisgroup.com.
MARISA THALBERG Copyright 2013 by Dachis Corporation. All rights reserved.

3. 6 THE SOCIAL BUSINESS JOURNAL ISSUE 03 Q2 2013 7
1
1,000,000
2
+ B E S T O F T H E B L O G : D A C H I S G R O U P. C O M / B L O G
UNIQUE
CONSUMER 1,000,000 DISTINCT USERS
ACTIONS AMPLIFIED TO
OCT
THE DAY OF
1M 90,000,000
Out of this world
THE JUMP
(2M TOTAL)
CAMPAIGN FOLLOWERS
3
7 social campaign insights from Red Bull Stratos
GRAPHICS by DAVID VORDTRIEDE & BILL KEAGGY
photo courtesy OF red bull
2M
NEW
By Brian Kotlyar There has never been a campaign There were huge amounts of activity
Marketing Director, Strategist like Stratos. Our Social Performance and associated with Red Bull Stratos, but
@briankotlyar Campaign Monitor tools are built upon more importantly that activity indicated SUBSCRIBERS
the most cutting edge big data technol- a high level of quality engagement that ACQUIRED
O 82%
n October 14, 2012 we witnessed ogy in the world. They simultaneously is quite unusual. Frequently, campaigns
a research mission to the edge of track the activity of 30,000 brands and are dominated by simple ‘likes’ or neutral 4
space that was breathtaking for 100,000,000 social accounts across commentary from the masses, but Red
its scope and shocking for the fact that every major social platform every 15 Bull Stratos was unequivocally positive
it was orchestrated by a private corpora- minutes every day, but the level of activity and elicited meaningful interaction from UNEQUIVOCALLY
tion. Austrian skydiver Felix Baumgartner associated with this campaign exceeded people around the world. POSITIVE ACTIVITY
flew a helium balloon approximately 24 anything we’ve ever seen. From a vanity
miles into the stratosphere over New metric perspective alone, the campaign
FACT 4: 820,000 pieces of extremely
Mexico before free falling and parachut- was astounding:
positive content created. 82% of the
ing back to Earth.
peak consumer activity associated with 5
The Red Bull Stratos experiment broke FACT 1: 2,000,000 unique consumer Red Bull was unequivocally positive
scientific barriers, rekindled an era in actions. There were more than 2,000,000 (what we call ‘very positive signal’). On
human history when daredevils ruled specifically identifiable consumer actions a base of 1,000,000 consumer actions CONSUMER POSTS
the earth, and was inescapably cool.
But there is another story here beyond
associated with Stratos. Half of those that means there were approximately INCREASED
actions (1,000,000 unique consumer ac- 820,000 pieces of Red Bull related IN LENGTH BY
400
the record books and beautiful aerial tions!) occurred on the day of the jump.
photography.
consumer media that were unequivocally %
positive. To provide some context on this
To understand Red Bull Stratos we
must acknowledge that at its core this FACT 2: 1,000,000 distinct Stratos number in the exact same time period the
participants. One million distinct user ac- next best performer was Starbucks with AND ONLY GOT
whole experiment was a commercial LONGER OVER TIME
approximately 25% very positive signal.
50K
endeavor. The real objective was to counts contributed to the social conversa-
make every person in the world love Red tion surrounding Red Bull Stratos. If you
Bull. Only time will tell if Red Bull sales subscribe to the traditional model that for FACT 5: 400% increase over aver-
DISTINCT
increase commensurate to the Red Bull every one person creating content, there age length of consumer engagement.
Stratos spectacle, but we can already are 90 more lurking around and reading Consumer posts and updates cre-
see the brand impact of this campaign it, that suggests an audience of at least ated throughout Stratos were not only LINKS SHARED
using the big data processing power of 90,000,000 following the campaign. positive, but they increased in length
our Social Performance and Campaign by more than 400% from standard
Performance Monitor tools. FACT 3: 2,000,000 new subscribers engagement and only got longer over
The answer is that this campaign acquired. Two million new accounts time. Length of a consumer generated
was not only unprecedented scientifi- subscribed for Red Bull updates across post is a proxy for time and interest in a 6
cally, it was also unprecedented from a all brand presences in the space of 15 topic, so this kind of increase is a huge
brand marketing perspective. Red Bull days. These are engaged and interested indicator for the depth of engagement
Stratos is the clearest example we’ve subscribers, not ones acquired through within the Stratos audience. People were
ever seen of the new wave of advocacy display advertising or by gating a piece of not just hitting the retweet or like button TRUSTED
driven brand marketing that we call
Engagement @ Scale. Here’s what we
content, and are a high quality audience
that Red Bull can now directly interact
on status updates. They were actively
participating in the world’s largest water-
IMPRESSIONS 7
GENERATED
learned: with for months and years to come. cooler conversation.

4. 8 THE SOCIAL BUSINESS JOURNAL ISSUE 03 Q2 2013 9
FACT 6: 50,000 distinct links shared. + BEST OF THE BLOG + EVENTS
Marketing has transitioned from a Red Bull’s business performance in a
Red Bull remained at the heart of the world of broadcast marketing to a world significant way.
discussion from start to finish. Dachis
Group tracked more than 50,000 dis-
of peer to peer interaction. The future of
brand marketing in digital and mobile
Do you want to learn more about how
we used big data to gain these insights?
A peek at the social
tinct links shared in the context of the
Stratos campaign. But every one of the
channels is driven by trusted brand-re- Just leave us your information and we’ll get health of the financial Some of the major social business events
lated engagement (advocacy). Advocacy back to you for a 1-on-1 conversation. I
top 10 pointed to a Red Bull or Red Bull
Stratos digital channel. This is a market-
is now the best way to create purchase services industry scheduled for early 2013:
intent for brand marketers. The chal- Disclosure: Dachis Group and its sub-
ers dream. Stratos didn’t just feature lenge has been to generate advocacy in sidiary Archrival have conducted work By Michael Jones
Felix Baumgartner and a fall through a scalable way since you can’t just throw for Red Bull. VP Technology
the sky, it featured Red Bull branding in @mjfreshyfresh
money at the problem like you can with TORONTO HAMBURG
the context of nearly every comment or broadcast advertising. Methodology: At Dachis Group, we SHANGHAI
interaction at a massive scale. Through this lens Red Bull has done
something remarkable with Stratos.
focus on brand outcomes because we
know that earned media generated D espite pioneering corporate blogging
and social customer service, the AUSTIN
FACT 7: 61,634,000 trusted impres- They’ve created a mass advocacy online has a real impact on purchase financial services industry has fallen far
sions generated. Stratos conversation campaign built on top of more than 60 intent and purchase incidence. Our behind in social. This is understandable L.A.
generated more than 61,634,000 million trusted consumer impressions Social Business Index tracks 30,000 of given regulatory pressures, consumer
likely impressions across social chan- perceptions, and the general conser- LONDON
nels. That means Red Bull garnered
— 82% of which were unequivocally
positive. It is impossible to achieve this
the world’s largest brands across more
than 100,000,000 social accounts and vatism of the industry, but at this point SAN FRAN NEW YORK
more than 60 million instances of goal with a television advertisement or captures all consumer activity associated any brand has the opportunity to seize TOKYO
peer-validated earned media through any other broadcast medium. You can with those accounts. In addition, our the lead and innovate.
SAN DIEGO FLORIDA
social as a result of Stratos. buy impressions, but you can’t buy trust. Campaign Performance Monitor tool can
No company has ever triggered brand identify interactions that occur around Advocacy and conversation
Conclusion: Red Bull Stratos’ brand advocacy at this scale and short of a brand generated content or brand-related lag other industries
For such an enormous industry that FEBRUARY
impact was priceless. The most power- similar flawlessly executed spectacle on topics. As a result we have access to
ful form of brand marketing is trusted this scale, it’s unclear that it will ever a clean, brand-oriented data set that practically every social media user » iMedia Brand Summit, Feb 3-6, Amelie Island, Florida, USA
consumer generated messaging. By this happen again. In that sense, Red Bull tells us the real brand impact of social interacts with on a daily, weekly, or
measure, Red Bull Stratos established new Stratos was a priceless brand experi- marketing campaigns. To learn more visit monthly basis — the level of conversa- » Social Business Summit, Feb 6, Tokyo, Japan
highs for brand marketing in every way. ence that will almost certainly impact social.dachisgroup.com/TourHere. tion and passion is miniscule. People » Online Marketing Summit, Feb 10-12, San Diego, California, USA
are simply not inclined to subscribe to
financial services brands in social, plus » Social Media Week, Feb 18-22, New York City, New York, USA
if they are it is highly unusual for those
Earned media impact was off the charts individuals to interact with brand con-
» SES London, Feb 18-21, London, England
tent or advocate on the brand’s behalf. » Emetrics Marketing Optimization Summit, Feb 18-21,
Our analysis found that conversation
length for FinServ brands (an indicator Toronto, Canada
TOTAL AMPLIFICATION of engagement) is 30% the levels of » Digiday Conference, Feb 27, Los Angeles, California, USA
85% wireless companies, and 15% of what
870,721 MARKET is typical for a media company. This MARCH
TOTAL LIKELY IMPRESSIONS indicates that these brands are failing to
GENERATED BY CONSTITUENCY:
46,757,000 engage their customers in anything but » Social Business Summit, Mar 7, Austin, Texas, USA
LIKELY IMPRESSIONS
the most superficial of interactions, and
54,665,000 that they are not connecting meaning-
» SXSWi, Mar 8-12, Austin, Texas, USA
fully using social channels.
BRAND’S LIKELY IMPRESSIONS: APRIL
382 ADVOCATES It gets even worse when it comes to
64,454,000 advocacy. A financial services firm will » Social Business Summit, Apr 11, Shanghai, China
6,778,000 typically have just 9% as many advo-
» Ad tech 2013, Apr 9-10, San Francisco, California, USA
LIKELY IMPRESSIONS cates as a wireless company, and 2% as
On average, Advocates generated
17,743 likely impressions by many as a media company. These num- » Marketing 2.0 and Social Media Conference, Apr 15-16,
propagating campaign messages bers are abysmal and are likely reflective
to their engaged followers while of firms lack of effort in cultivating aver- Hamburg, Germany
a typical Market participant 72 EMPLOYEES age consumers as supporters of their » Social Media and Web Analytics Innovation, Apr 25-26,
generated 53. brand in digital spaces. Every brand has
1,130,000 advocates, but not every brand has ad- San Francisco, California, USA
LIKELY IMPRESSIONS
vocates who are self-motivated enough
to participate online without organiza-
» paidContent NY, Apr 17, New York City, New York, USA
RED BULL tion and encouragement. Advocacy is
the key to delivering significant brand We participate in and sponsor events and conferences around the globe. Events
Total Amplification calculated as the number of additional likely impressions generated by the impact in the social world. Without it marked with and asterisk* will feature Dachis Group team members. To inquire
constituency represented as a ratio: (Market Likely Impressions + Advocate Likely Impressions + financial services brands will continue about our speaking availability, send an email to speaking@dachisgroup.com.
Employee Likely Impressions) / Brand’s Likely Impressions to struggle in social. I
For more info and an up-to-date events listing visit dachisgroup.com/events
Brand’s Likely Impressions is the number of campaign-related messages generated by the Read more at dachisgroup.com/blog. and socialbusinesssummit.com. I
brand multiplied by the number of people that have engaged the brand in the last 90 days.

5. THE
SOCIAL
BUSINESS
JOURNAL
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