Slides for the webinar "The Connected Company," held on Oct 02, 2012. To learn more, see http://theconnectedcompany.dachisgroup.com/

1. WEBINAR
THE CONNECTED COMPANY
OCT 2, 2012
Dave 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

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15. THE CONNECTED COMPANY
BIG DATA, REACH & INSIGHT
® 2012 Dachis Group. Confidential and Proprietary 15

16. Social Business
Audience on a massive scale...
955M
Facebook users
Source: Facebook SEC Filings 2012
® 2012 Dachis Group. Confidential and Proprietary

17. Social Business
Data on a massive scale...
400M
tweets a day
Source: Economist June 2012
® 2012 Dachis Group. Confidential and Proprietary

19. To engage @ scale, mobilize your constituents
Extending your reach
® 2011 Dachis Group. Confidential and Proprietary

20. Organize your employees
Employees
Organize your
employees to
engage with the
market...
® 2011 Dachis Group. Confidential and Proprietary

21. Coordinate your partners
... then Partners
coordinate
your partners
to engage with
the market...
® 2011 Dachis Group. Confidential and Proprietary

22. Activate your advocates
Advocates
...then activate
your advocates
to engage with
the market
® 2011 Dachis Group. Confidential and Proprietary

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

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

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36. THE CONNECTED COMPANY
CONSTITUENTS & YOUR
SOCIAL ECOSYSTEM
® 2012 Dachis Group. Confidential and Proprietary 36

37. 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

38. of internet users consider
%
consumer recommendations to be
the most credible form of advertising.
Emarketer 2011

39. THE CONNECTED COMPANY
ENGAGEMENT @ SCALE
® 2012 Dachis Group. Confidential and Proprietary 39

40. Engaging @ scale
A Framework
Identify Activate & Measure
Engage Performance

41. Identify
Constituents
How do you identify
advocates in the sea of
audience members?

42. Identify
Constituents
377M
Facebook Audience

43. Identify
Constituents
377M
Facebook Audience
find remove determine
engaged spammers advocacy vs
users engagement

44. Identify
Constituents
100KBrand Advocates
retweets positive brand
brand content relevant signals

45. Identify
Constituents
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

46. Activate and Engage
Constituents
Once you identify advocates,
how do you activate and
engage them?

47. Activate and Engage
Constituents
26
4
30
15
9
8
21
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3

48. Activate and Engage
Constituents
53
1 Nice work, mjohnson, you’re really getting the word out!
41
2 Nice work, CaliMama, you’re one of our top advocates!
30
3 Nice work, MickeyMaven, you’re on fire!
26
4 Nice work, DisneyDiane, you’re a rising star!
21

49. Activate and Engage
Constituents
Measure
Performance
Guide behavior
through feedback
and game
mechanics

50. Measure
Performance
How do you measure
the performance of your
advocacy efforts?

51. Measure
Performance
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9
8
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52. Measure
Performance
86,400
PERMUTATIONS

53. Measure
Performance
21.6B
PERMUTATIONS

54. Measure
Performance
Measure aggregate
performance
Isolate lift in core
metrics correlating
to Brand Marketing
Business Outcomes

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56. Q&A
® 2012 Dachis Group. Confidential and Proprietary

57. Airplane Reading
Social Business by Design
http://www.socialbusinessbydesign.com
The Connected Company
http://theconnectedcompany.dachisgroup.com
® 2012 Dachis Group. Confidential and Proprietary 57

58. Sign up for a Learn More
1:1 Tour
@davegray
@mjfreshyfresh
doug.kern@dachisgroup.com
@doug_kern
http://social.dachisgroup.com/tour-dg/
dachisgroup.com
socialbusinessindex.com
® 2012 Dachis Group. Confidential and Proprietary 58