Today, virtually every major brand includes social as a core part of their marketing mix, and most realize that counts of Likes and Followers are no longer an adequate metric for brand performance in social. Seeing this growing need for better brand insights, we set upon a journey to harness the massive amount of social activity between brands and their constituents. Big data.

1. Social Business Intelligence
Gather insights from big data, take action,
and measure performance of your actions.
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2. INDEX
1. Who we are
2. Why social?
3. Measuring social
4. SBI: Social Business Intelligence
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3. WHO WE ARE
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4. Dachis Group is the LONDON
WORLD’S AMSTERDAM
LARGEST
SINGAPORE
NEW YORK
Social consultancy
AUSTIN
We are leaders in social business strategy, not just tactical
implementation. ST. LOUIS
We connect the social media presence of an organisation with PORTLAND
internal functions.
PHILADELPHIA
We are the leading global, integrated, end-to-end social business
consultancy. LINCOLN
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5. Our services:
“Help us figure out “Help us figure out “Help us figure out
what to do.” how to do it.” how we’re doing.”
STRATEGY ENGAGEMENT INTELLIGENCE
Research Applications & experiences Social Business Index (SBI)
Insight Community management Social Portfolio Insights (SPI)
Vision Influencer outreach Social Performance Monitor (SPM)
Planning Advocacy programs Dashboards & benchmarks
Brand Health analysis / reporting
Social business training Learning
Governance Change
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6. Our clients:
Tech, electronics & telecom Media & entertainment Retail & lifestyle
Hewlett Packard HBO Target
Nokia BBC Levi’s
Sony Universal Pictures Home Depot
Adidas
Panasonic
Estee Lauder
Bosch Auto
Siemens General Motors
Honda
Financial services Travel & hospitality
Acura
Deutsche Bank Intercontinental Hotels Group
Toyota
Fidelity Marriott International
HSBC British Airways
Food & beverage Disney Parks & Resorts
Prudential
Nestle
American Airlines
AB / InBev
CPG Southwest Airlines
The Coca-Cola Company
Unilever Delta Air Lines
Procter & Gamble Red Bull
W Hotels
Bic Frito Lay
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7. WHY SOCIAL?
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8. THE WORLD IS NOW SOCIAL.
400 social networks with more than
955,000,000 400 million
Facebook users tweets per day 1 million members
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9. This means that the
“SOCIAL HONEYMOON” IS OVER.
Social has been upgraded from “intriguing” to “MISSION CRITICAL.”
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10. ENGAGEMENT @ SCALE
The best medium for measurable brand expression.
Companies that are active in social perform better than those that are not.
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11. Great brands grow because they
connect deeply with customers.
Social allows us to analyse and measure, act upon, and strengthen these
connections.
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12. MEASURING SOCIAL
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13. Web Analytics...
Social Media Monitoring...
We’ve been doing these for a while.
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14. But do they help you
measure ROI in Social?
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15. Current “Likes & Followers”
measurement approaches
#FAIL
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16. It’s about correlating your brand’s
social performance directly to
Business outcomes
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17. BUSINESS OUTCOMES
Brand Brand Brand Brand
Awareness Love Mindshare Advocacy
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18. BRAND AWARENESS
• How many customers can I reach
thanks to my social activities (echo /
network effect)?
Brand
Awareness • How many consumers are talking
about my brand and my activities?
• How many conversations are there in
the social sphere that relate to my
brand and how strong are they (over
time)?
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19. BRAND LOVE
• How many positive signals about my
brand are there and how passionate
are they?
Brand
Love • How many participants are creating
positive conversations about my
brand?
• What is the share of positively engaged
participants vs. my competitors
(satisfaction)?
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20. BRAND MINDSHARE
• What share of market participation
my conversations have vs.
competitors?
Brand
Mindshare • What is the proportion of engaged
consumers vs. non-engaged in relation
to my brand?
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21. BRAND ADVOCACY
• How many people that are talking
about my brand are propagating my
messages?
Brand
Advocacy • How far do messages about my brand
travel across the social ecosystem?
• How many detractors are there?
• What is the ratio between advocate
and detractor messages?
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22. SOCIAL BUSINESS
INTELLIGENCE
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23. Measuring Social Business
Dachis Group’s Big Data Approach to Social Analytics
Relationships, behaviours,
and conversations between
30,000 brands and 100
million Social Accounts
updated every 15 minutes
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24. SBI and its Components
Built on top of big data social analytics platform
Social Business Index
measurement advocacy
Social Performance Monitor Campaign Performance Monitor Advocate Insight Employee Insight
New!
Social Business Intelligence Platform
Normalization
® 2012 Dachis Group. Confidential and Proprietary Enrichment Analysis Analytics
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25. Introducing
Social Performance Monitor
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26. Social Performance Monitor (SPM)
Measuring business outcomes in social
Social Performance Monitor
helps organisations gain
insight into the business
benefits delivered by Social
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27. Social Performance Monitor (SPM)
Performance Insights
SPM provides metrics-based analysis of social performance, correlated
to business outcomes.
Business
Outcomes
Brand Brand Brand Brand
Awareness Love Mindshare Advocacy
Metrics Reach Satisfaction Participation Message
Conversation Propagation
Passion Engagement
Strength Advocate
Strength
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28. Social Performance Monitor (SPM)
Measuring conversation impact
Benchmark business
1 outcomes across
competitors and peer
brands.
1
Correlate events and
2 conversations with
social activity. 1
Gain insight into
3 content including
Facebook post data.
2
3
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29. Social Performance Monitor (SPM)
Measuring conversation impact
Access insight data for
each post, including
reach, PTAT, sentiment
and virality.
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30. Introducing
Campaign Performance
Monitor
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31. Tuesday, 2 October 12

32. For brands, social campaigns are commonplace...
A core part of customer engagement programs
Travelocity “Cabin Fever” campaign Radioshack “Sweepstakes” campaign
Levi’s “Water Tank” campaign Oakley “BeyondReason” campaign
...but, it’s very difficult to measure impact and attribution.
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33. Campaign
Performance
Monitor
Measure the impact of
3
1 your social campaign
on business outcomes.
Uncover campaign
2 attributes across social
platforms, including
signals, hashtags and
participants. 2
3 Track and benchmark
campaigns against
peer brands,
competitors and
industry averages.
1 4
4 Deliver exec summary
reports to your team.
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34. Introducing
Advocate Insight
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35. Advocate Insight
Identifying your brand’s top advocates 3
Identify and rank
1 Advocates based on their
interaction with company
content. 2
Analyze Advocate
2 profiles on sentiment,
follower base and echoed
signals.
Segment Advocates by
3 brand, social platform,
audience reach, region,
subsidiary, and notes
appended by your team.
1
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36. Tuesday, 2 October 12

37. Introducing
Employee Insight
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38. Employee Insight
Mobilize and measure employees to scale brand impact
Rank your employee
1 social accounts, tracking
signals, audience,
conversation and
strength. 1
2 Measure employee social 3
scores, and brand
impact.
3 Track top employees on
your Social Leaderboard 2
4 Mobilize your employee
social efforts with a
configurable portal.
4
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39. Next Steps
Learn more on how your brand can Engage @ Scale in social.
Sign Up Learn More
Register for free Setup a 1:1 demo
www.socialbusinessindex.com social.dachisgroup.com/tour
@DGSBI @dachisgroup
serena.alboni@dachisgroup.com
How’s your brand doing in social? Sign up for free and
benchmark your brand at www.socialbusinessindex.com
Tuesday, 2 October 12