1. Social media is growing up
April 17

2. Who we are

3. Our
We’re a global social business consultancy... Vision
A future in which all businesses are social businesses.
What does that look like?
CUSTOMERS
We are the leading global,
integrated, end-to-end social
PEERS PARTNERS
business consultancy. We are not
just another traditional agency that is
“transitioning to social”.
We are leaders in social business EMPLOYEES INFLUENCERS
strategy, not just tactical
implementation. PEOPLE
and their networks power
how business gets done.
We help clients design social
ecosystems and build real-world
business cases for social media.
We connect the social media PROCESSES
are designed for
TECHNOLOGIES
enable and optimize
presence of an organisation with collaboration the ecosystem
internal functions, by leveraging
WE TRANSFORM COMPANIES TO
internal capabilities and value to drive THRIVE IN A SOCIAL WORLD
more powerful external engagement.
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4. Dachis Group London: some of our customers
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5. “Social media is growing up”

6. The Situation
We’re all on-line providing lots of data and insight
- 800 million active -250 million tweets
users -2 billion views per
per day
- 350 million active day
-100 million active
users through -15 mins: the
users
mobile devices average time spent
-182% increase in
- Present in over per user per day
mobile users over
200 countries, -23 countries and
past year
covering over 70 24 languages
languages
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7. The Problem
Today, every business and brand is social
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8. The Problem
In 2012, “the social honeymoon is over”
2012
Social migrates from experimentation to mission critical
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9. The Problem
“Likes” and “Followers” metrics fall short, don’t relate to brand outcomes
The Maturity of Social Metrics
Brand Brand Brand Brand
Awareness Love Mindshare Advocacy
Business Value
Time
Pressure on social programs as execs push for ROI
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10. The Problem
It’s very difficult to connect social activity to business outcomes
Activities & Activities &
Behaviors Behaviors
Consumers Company
® 2012 ® 2012 Dachis Group. Confidential and Proprietary
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11. With a few early exceptions
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

12. So is sCRM really the answer?
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13. 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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14. What is different in the new world of sCRM?
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15. Moving towards a “social business” social inside and
out
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
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16. Turning theory to action

17. Longer term social business requires strategy
Phase 3
Organising for Social
Long-term visionary and strategic
approach
Phase 1 Phase 2
Social Media Communications Social Company
Leveraging customer relationships,
web analytics and expert product
- Developing and implementing the
knowledge to operate “real-time”:
infrastructure to be present on key
- Social analytics to influence
social channels
decisions (e.g.purchasing and
- Developing and curating relevant
supply chain)
content
- Product selection tool for
- Real-time engagement with
customers based on social and
customers
sales trends, availability, and
- Confirm the roles
expert reviews
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18. Foundations of the strategy are key
The Foundation is based on:
Developing the social Campaigns and Activation
channels
Creating and confirming
governance and roles
Curation and
Internal knowledge Product
Community Customer
broker experience
community required to make selection online/offline
strategy work
Social tech Connected
Governance company
infrastructure
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19. Combined with value add for customers
Next steps focus on:
Using analytics to add value
Campaigns and Activation
to customers information needs
Facilitating customers
access to the relevant
communities Curation Customer
Community
and Product experience
broker
selection online/offline
Ensuring a consistent,
fantastic experience online
and offline
Social tech Connected
Governance infrastructure company
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20. Curation and product selection
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/
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21. Community Broker
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/
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22. Customer experience online/offline
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
Sephora
Mobile 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/
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23. 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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24. Questions?
dominika.tomek@dachisgroup.com
@dominikatomek