Dachis Group and Facebook Webinar June 14, 2012

1. WEBINAR
MEASUREMENT @ SCALE WITH FACEBOOK AND DACHIS GROUP"
JUNE 14, 2012
facebook.com/dachisgroup | socialbusinessindex.com | @dachisgroup!
Creative Commons. Some Rights Reserved. 2012.!
® 2012 Dachis Group. Confidential and Proprietary!

2. "
ERIK HUDDLESTON, DACHIS GROUP
TODAY’S BRAND OPPORTUNITY IN SOCIAL
® 2012 Dachis Group. Confidential and Proprietary! 2!

3. Brand Marketing is about
Authentic Engagement
® 2012 Dachis Group. Confidential and Proprietary!

4. Brand Marketing
And marketers are spending a lot to achieve it…
$450B
Brand Marketing!
® 2012 Dachis Group. Confidential and Proprietary! 4!

5. Social
is fundamentally changing
Brand Marketing
® 2012 Dachis Group. Confidential and Proprietary!

6. Social Provides Unprecedented Reach
Audience on a massive scale…
900M
Facebook users!
Facebook SEC Filings 2012
® 2012 Dachis Group. Confidential and Proprietary! 6!

7. Social Provides Unprecedented Data
Insights on a massive scale…
Likes & Comments per Day!
3.2B
Facebook SEC Filings 2012
® 2012 Dachis Group. Confidential and Proprietary! 7!

8. Social is the ideal platform for
Engagement @ Scale
® 2012 Dachis Group. Confidential and Proprietary!

9. Social Provides Meaningful ROI Against
Brand Outcomes
Like Purchase Intent…
51%
60%
More likely to ! More likely to !
BUY ! RECOMMEND!
a product ! a product !
post-connection.! post-connection.!
Source: Chadwick Martin Bailey and iModerate (2011).
® 2012 Dachis Group. Confidential and Proprietary! 9!

10. …and other brand outcomes like
Brand Brand Brand Brand
Awareness! Love! Mindshare! Advocacy!
® 2012 Dachis Group. Confidential and Proprietary!

11. Today, SOCIAL MEASUREMENT can be
the CORNERSTONE
to BRAND ENGAGEMENT
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12. The Problem
It’s very difficult to connect social activity to business outcomes
Activities & Activities &
Behaviors! Behaviors!
Consumers! Company!
® 2012 Dachis Group. Confidential and Proprietary!

13. …and in 2012 the
“SOCIAL HONEYMOON” IS OVER
Social has been upgraded
from “intriguing”
to “Mission Critical”
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14. For brands,
Facebook offers an emerging opportunity to measure @ scale.
® 2012 Dachis Group. Confidential and Proprietary! 14!

15. "
CYRIL MATHEW, FACEBOOK
FACEBOOK INSIGHTS & MEASUREMENT
® 2012 Dachis Group. Confidential and Proprietary! 15!

16. ® 2012 Dachis Group. Confidential and Proprietary!

17. Businesses are better in a connected world.!
® 2012 Dachis Group. Confidential and Proprietary!

18. ® 2012 Dachis Group. Confidential and Proprietary!

19. ® 2012 Dachis Group. Confidential and Proprietary!

20. Mo3va3on&from&Friends&
Jokes&from&friends&
Advice&about&the&app&
Event&Recommenda3ons&
® 2012 Dachis Group. Confidential and Proprietary!

21. The most trusted source of marketing
92% 47%
trust word of mouth trust TV, radio
from friends and and newspapers
family
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22. Pages!
Mission control for
your business!
® 2012 Dachis Group. Confidential and Proprietary!

23. From Ads to Stories!
Ads&on&Social&Networks! Stories&–&Social&by&design
Available&Inventory:& Available&Inventory:&
Right!Hand!Side! Mobile!newsfeed,!Home!Page,!Desktop!
Newsfeed,!Right!Hand!Side!–!Desktop,!
logout!experience.!
® 2012 Dachis Group. Confidential and Proprietary!

24. Original Story! Right Hand Side! Newsfeed!
Mobile! Logout!
Newsfeed!
® 2012 Dachis Group. Confidential and Proprietary!

25. Social Measurement:
Page Insights Deep Dive!
• From Fans to PTAT!
• Use-cases of Page Insights Data!
• Real time insights – what they mean
for your business!
® 2012 Dachis Group. Confidential and Proprietary!

26. The addiction to fans, fans, fans!!
® 2012 Dachis Group. Confidential and Proprietary!

27. Page Insights – New Focus Areas!
People Talking Reach
About This
of mouth from
friends and family
&
&
® 2012 Dachis Group. Confidential and Proprietary!

28. Page Insights
Unprecedented Engagement Metrics!
® 2012 Dachis Group. Confidential and Proprietary!

29. Example use cases w/ Page Insights
How should I use these new data points?!
® 2012 Dachis Group. Confidential and Proprietary!

30. Real-time Post Insights
Leveraging Actionable Data!
® 2012 Dachis Group. Confidential and Proprietary!

31. Facebook
PMD Program!
https://developers.facebook.com/
preferredmarketingdevelopers/!
Our Mission:!
To help developers build
products that make social
marketing easier and more
effective.!
® 2012 Dachis Group. Confidential and Proprietary!

32. Things to write home about:!
• Advice from Friends & Family are the most
trusted form of marketing!
• Pages are “mission critical”!
• Stories, not ads!
• You can MEASURE word of mouth with the new
Page Insights!
® 2012 Dachis Group. Confidential and Proprietary!

33. Thanks"
"
cyril@fb.com
facebook.com/1cyril
® 2012 Dachis Group. Confidential and Proprietary!

34. "
ERIK HUDDLESTON, DACHIS GROUP
MEASURING BRAND PERFORMANCE
® 2012 Dachis Group. Confidential and Proprietary! 34!

35. Dachis Group & Facebook PMD
Extending Pages, Apps & Insights to business outcomes
500+ Facebook projects! Dachis Group’s PMD Badges!
® 2012 Dachis Group. Confidential and Proprietary!

36. World View: Engagement @ Scale
Advocacy!
!
Measuring social
performance!
® 2012 Dachis Group. Confidential and Proprietary!

37. World View: Business Outcomes
It’s critical to correlate your brand’s social
performance directly to the
business outcomes that your
brand cares about.
METRIC:& OUTCOME:&
Reach,&& BRAND&AWARENESS&
conversa3on&strength&
Sa3sfac3on,&Passion& BRAND&LOVE&
Par3cipa3on,&
engagement& BRAND&MINDSHARE&
Message&propaga3on,& BRAND&ADVOCACY&
advocate&strength&
® 2012 Dachis Group. Confidential and Proprietary! 37!

38. Measuring @ Scale w/ Facebook Insight data
Filter&by&brand,&region&
1! or&department&
1!
® 2012 Dachis Group. Confidential and Proprietary! 38!

39. Measuring @ Scale w/ Facebook Insight data
Filter&by&brand,&region&
2! or&department&
Correlate&to&business&
2! outcomes&&
® 2012 Dachis Group. Confidential and Proprietary! 39!

40. Measuring @ Scale w/ Facebook Insight data
Filter&by&brand,&region&
or&department&
3!
Correlate&to&business&
outcomes&&
Benchmark&regions,&
3! brands,&compe3tors,&
bestOinOclass&
® 2012 Dachis Group. Confidential and Proprietary! 40!

41. Measuring @ Scale w/ Facebook Insight data
Filter&by&brand,&region&
4! or&department&
Correlate&to&business&
4! outcomes&&
Benchmark&regions,&
brands,&compe3tors,&
bestOinOclass&
4! Add&seman3c&
4! analysis,&including&
sen3ment&(links,&
topics,&par3cipants)&
® 2012 Dachis Group. Confidential and Proprietary! 41!

42. Wrap-up:
• “Honeymoon is Over”
• Focus on Business Outcomes
• Leverage Facebook tools
• Get a good brand measurement
platform in place
® 2012 Dachis Group. Confidential and Proprietary!

43. Q&A
® 2012 Dachis Group. Confidential and Proprietary!

44. Airplane Reading!
“Social Business by Design has a clear, simple,
straightforward message that puts people in the
center of a new way of thinking and working.”!
!
Tony Hsieh, New York Times bestselling author of “Delivering
Happiness” and CEO of Zappos.com, Inc.!
www.socialbusinessbydesign.com!
The Social Business Journal includes !
“Social at US Cellular,” “The Twitter Playbook,” !
and “Super Bowl of Brands.!
!
www.slideshare.net/dachisgroup!
!
® 2012 Dachis Group. Confidential and Proprietary! 44!

45. Save the Date! Learn More!
cyril@fb.com!
facebook.com/1cyril!
erik.huddleston@dachisgroup.com!
www.socialbusinesssummit.com! @ehuddleston!
21 June LONDON!
26 July SINGAPORE!
12 Sept NEW YORK! doug.kern@dachisgroup.com!
@doug_kern!
facebook.com/dachisgroup!
dachisgroup.com!
socialbusinessindex.com!
® 2012 Dachis Group. Confidential and Proprietary! 45!