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Social media is growing upApril 17
Who we are
® 2012 Dachis Group. Confidential and Proprietary
We’re a global social business consultancy...
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We are the leading global, integrated, end-to-end social business consultancy. We are not just another traditional agency that is “transitioning to social”.
We are leaders in social business strategy, not just tactical implementation.
We help clients design social ecosystems and build real-world business cases for social media.
We connect the social media presence of an organisation with internal functions, by leveraging internal capabilities and value to drive more powerful external engagement.
PROCESSESare designed for collaboration
TECHNOLOGIESenable and optimize the ecosystem
EMPLOYEES
WE TRANSFORM COMPANIES TO THRIVE IN A SOCIAL WORLD
OurVision
A future in which all businesses are social businesses. What does that look like?
PEERS PARTNERS
INFLUENCERS
CUSTOMERS
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PEOPLE and their networks powerhow business gets done.
Dachis Group
® 2012 Dachis Group. Confidential and Proprietary
Dachis Group London: some of our customers
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“Social media is growing up”
® 2012 Dachis Group. Confidential and Proprietary
The SituationWe’re all on-line providing lots of data and insight
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- 800 million active users
- 350 million active users through mobile devices
- Present in over 200 countries, covering over 70 languages
-250 million tweets per day
-100 million active users
-182% increase in mobile users over past year
-2 billion views per day
-15 mins: the average time spent per user per day
-23 countries and 24 languages
® 2012 Dachis Group. Confidential and Proprietary
The ProblemToday, every business and brand is social
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® 2012 Dachis Group. Confidential and Proprietary
The ProblemIn 2012, “the social honeymoon is over”
Social migrates from experimentation to mission critical2012
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® 2012 Dachis Group. Confidential and Proprietary
The Problem“Likes” and “Followers” metrics fall short, don’t relate to brand outcomes
Time
Busin
ess
Valu
e
The Maturity of Social Metrics
Brand Awareness
BrandLove
Brand Mindshare
Brand Advocacy
Pressure on social programs as execs push for ROI
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® 2012 Dachis Group. Confidential and Proprietary
The ProblemIt’s very difficult to connect social activity to business outcomes
® 2012 Dachis Group. Confidential and Proprietary
CompanyConsumers
Activities & Behaviors
Activities &Behaviors
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For example, driving sales through a Facebook product launch:
Platform of 8.4m fans globally who love Burberry and are passionate about the products.
Burberry introduces “Body” on YouTube, to 20,000 subscribers, 8m views with a Facebook campaign.
Samples available through FB only.
25,000 samples in three days, 40% increase in FB likes.
Announcing a 29% rise in sales and a 24% rise in pre-tax profits in the six months
With a few early exceptions
® 2012 Dachis Group. Confidential and Proprietary
So is sCRM really the answer?
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® 2012 Dachis Group. Confidential and Proprietary
To provide customer intimacy at scale...
20th century commerce was about scale; 21st century models are about customer intimacy at scale.
Social commerce is not only about e-commerce - it is about the whole relationship with the customer across every touchpoint, and how this affects satisfaction, recommendation and influence.
Organising for social commerce means building on existing strengths and developing deeper relationships online and offline.
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® 2012 Dachis Group. Confidential and Proprietary
What is different in the new world of sCRM?
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® 2012 Dachis Group. Confidential and Proprietary
Moving towards a “social business” social inside and out
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Moving from a siloed environment towards a social internally
Connecting employees to the market “real-time”
Delivering on the social brand promise by being “social on the inside, social on the outside”
Requires change not only of tools and systems, but more importantly mentality and culture
Turning theory to action
® 2012 Dachis Group. Confidential and Proprietary
Longer term social business requires strategy
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Social Media Communications
- Developing and implementing the infrastructure to be present on key
social channels- Developing and curating relevant
content- Real-time engagement with
customers- Confirm the roles
Phase 1
Phase 3
Organising for SocialLong-term visionary and strategic
approachPhase 2
Social CompanyLeveraging customer relationships, web analytics and expert product
knowledge to operate “real-time”:- Social analytics to influence
decisions (e.g.purchasing and supply chain)
- Product selection tool for customers based on social and sales trends, availability, and
expert reviews
® 2012 Dachis Group. Confidential and Proprietary
Foundations of the strategy are key
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Campaigns and Activation
Curation and Product selection
Community broker
Customer experience
online/offline
Social techinfrastructureGovernance
Connected company
The Foundation is based on:
Developing the social channels
Creating and confirming governance and roles
Internal knowledge community required to make strategy work
® 2012 Dachis Group. Confidential and Proprietary
Combined with value add for customers
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Campaigns and Activation
Curation and Product
selection
Community broker
Customer experience
online/offline
Social techinfrastructureGovernance
Connected company
Next steps focus on:
Using analytics to add value to customers information needs
Facilitating customers access to the relevant communities
Ensuring a consistent, fantastic experience online and offline
® 2012 Dachis Group. Confidential and Proprietary
Curation and product selection
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Sephora- More ways to shop inspires customers and drives them to relevant shopping experiences
- Editor’s picks is a curated selection of products that the brand explicitly pushes to customers
- http://www.sephora.com/
Foot Locker- Sneakerpedia allows sneaker-lovers to access detailed information around sneakers that are not mainstream but really cool
- Collection points customers to interest specific communities to buy their products
- Top sellers is a good example of applying analytics to the sales offer
- http://www.footlocker.com/
® 2012 Dachis Group. Confidential and Proprietary
Community Broker
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Mumsnet:- Blogger network section is specifically dedicated to the curation of content
- Blog directory is set up as a handy tool with the option of keyword search, alphabetical, by category and a “random generator” button to access content you might haven’t thought of
- Bloggers in the News highlights big, credible names in the blogosphere
- http://www.mumsnet.com/bloggers-network
Cisco- Blog directory offers a good idea of content at first glance (form generic to specific)
- Blogs at a glance and featured bloggers highlights a curated selection of blogs that are well respected in the blogosphere, and quick ways to share that content on Twitter and Facebook
- http://blogs.cisco.com/
® 2012 Dachis Group. Confidential and Proprietary
Customer experience online/offline
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Walmart:The Wish list lets customers compile a list of desired items that can at any point in time be purchased in store, moreover other people could access somebody’s wish list and purchase items for them as a gift.http://www.walmart.com/wishlist
SephoraMobile instant reviews is an application on mobile that lets customers in store access rates and reviews from the online with regards to product that are in the store; the app also suggests other items that could be of interest to the shopper.http://m.sephora.com/
® 2012 Dachis Group. Confidential and Proprietary
Final thoughts
• sCRM requires a longer term social strategy which goes beyond likes and followers to differentiated value
• To provide customer intimacy that scales, involvement needs to go beyond marketing
• Delivering on sCRM is as much if not more about cultural change and transformation not tools and processes
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