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SOCIALBUSINESSJOURNAL

THEWHAT IS ENGAGEMENT @ SCALE? 12SOCIAL CAMPAIGN MEASUREMENT 16BRIAN SOLIS’ ‘THE END OF BUSINESS AS USUAL’ 20ESTEé LAUDER COMPANIEs’ marisa thalberg 24

How to MAKE your way through the MURKY & MYSTERIOUS worlD of social campaign measurement

THE campaignS ISSUE

32 ISSUE 03 Q2 2013THE SOCIAL BUSINESS JOURNAL

PUBLISHERJeffrey Dachis

EDITOR IN CHIEFLara Hendrickson

CREATIVE DIRECTORBill Keaggy

SENIOR ILLUSTRATORChris Roettger

PROJECT MANAGERKrystal Spitz

COPY EDITORKelly Kriegshauser

PRINT MANAGERLisa Vorst

PRINTERStolze PrintingSt. Louis, Missouri, USA

ISSN 2166-3742

ISSUE HASHTAG #SBJ03

CONTRIBUTORSJulie Alpers Craig BrombergRob CalderaLiz Courtney Caleb FergusonDion HinchcliffeErik HuddlestonMichael JonesDoug KernBrian KotlyarDavid MastronardiLauren PicarelloRay RenteriaCarly RoyeBrian SolisDavid VordtriedeGeorge Zhang

COVER ILLUSTRATIONDavid Vordtriede

DACHIS GROUP515 Congress AvenueSuite 2420Austin, Texas 78701USAAMERICAS: +1 512 275 7825EUROPE: +44 0 20 7357 7358www.dachisgroup.com sbj@dachisgroup.com

Dachis Group helps improve your brand performance by measuring and managing your social engagement via a powerful suite of SaaS tools and custom services. The Social Business Journal is a free quarterly publication by Dachis Group. No part of this publication can be reproduced, stored in a retrieval system or transmitted in any form or by any means (electronic, photocopy, etc.), except as permitted by the 1976 U.S. Copyright Act, without permission of the publisher. Reprint requests and feedback can be sent to sbj@dachisgroup.com.

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Copyright 2013 by Dachis Corporation. All rights reserved.

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EDITOR'S NOTE

MAKING AN INFOGRAPHIC

THE BEST OF THE BLOG

A DAY IN THE LIFE

SOCial BIZ INSIDER

ENGAGEMENT @ SCALE

ADAPTIVE BIZ MODELS

CAMPAIGN BAROMETER

CAMPAIGN MEASUREMENT

MARISA THALBERG

24 HOURS WITH DION HINCHCLIFFE

AN INTERVIEW WITH ESTEÉ LAUDER COMPANIES'

BY David mastronardi

WHAT WERE LAST YEAR'S HITS AND MISSES?

We take a look at the DG blog & ! nd out what had you atwitter last quarteR

A BOOK EXCERPT FROM Brian Solis' "THE END OF BUSINESS AS USUAL"

BEHIND THE SCENES

HOW TO TEST AND LEARN

BY LARA HENDRICKSON

A VISUAL EXPLANATION

Social campaigns are a part of daily life for brand managers as they try to scale their engagement across thousands — or millions — of audience members. But how do you know if those campaigns are working? Dachis Group’s Campaign Performance Monitor helps you understand the business impact of campaigns by correlating social programs to business outcomes.

CAMPAIGN PERFORMANCE

MON TORAs investments in social campaigns rise, brand executives need more insight into campaign performance than counts of “likes” and “followers.” Current approaches and manual efforts to measure social campaigns provide little insight into fi nding out what worked and why, what value it contributed to the business, or how to create better social campaigns in the future.

Dachis Group’s Campaign Performance Monitor solves these problems by harnessing the power of big data to enable brands to optimize campaigns while they’re in progress.

To learn more, sign up for a 1:1 tour of Campaign Performance Monitor at social.dachisgroup.com/TourHere.

COUNCIL INSIGHTSBY ROB CALDERA

76 ISSUE 03 Q2 2013THE SOCIAL BUSINESS JOURNAL

Out of this world7 social campaign insights from Red Bull Stratos

+ B E S T O F T H E B L O G : D A C H I S G R O U P. C O M / B L O G

By Brian KotlyarMarketing Director, Strategist@briankotlyar

On October 14, 2012 we witnessed a research mission to the edge of space that was breathtaking for

its scope and shocking for the fact that it was orchestrated by a private corpora-tion. Austrian skydiver Felix Baumgartner fl ew a helium balloon approximately 24 miles into the stratosphere over New Mexico before free falling and parachut-ing back to Earth.

The Red Bull Stratos experiment broke scientifi c barriers, rekindled an era in human history when daredevils ruled the earth, and was inescapably cool. But there is another story here beyond the record books and beautiful aerial photography.

To understand Red Bull Stratos we must acknowledge that at its core this whole experiment was a commercial endeavor. The real objective was to make every person in the world love Red Bull. Only time will tell if Red Bull sales increase commensurate to the Red Bull Stratos spectacle, but we can already see the brand impact of this campaign using the big data processing power of our Social Performance and Campaign Performance Monitor tools.

The answer is that this campaign was not only unprecedented scientifi -cally, it was also unprecedented from a brand marketing perspective. Red Bull Stratos is the clearest example we’ve ever seen of the new wave of advocacy driven brand marketing that we call Engagement @ Scale. Here’s what we learned:

There has never been a campaign like Stratos. Our Social Performance and Campaign Monitor tools are built upon the most cutting edge big data technol-ogy in the world. They simultaneously track the activity of 30,000 brands and 100,000,000 social accounts across every major social platform every 15 minutes every day, but the level of activity associated with this campaign exceeded anything we’ve ever seen. From a vanity metric perspective alone, the campaign was astounding:

FACT 1: 2,000,000 unique consumer actions. There were more than 2,000,000 specifi cally identifi able consumer actions associated with Stratos. Half of those actions (1,000,000 unique consumer ac-tions!) occurred on the day of the jump.

FACT 2: 1,000,000 distinct Stratos participants. One million distinct user ac-counts contributed to the social conversa-tion surrounding Red Bull Stratos. If you subscribe to the traditional model that for every one person creating content, there are 90 more lurking around and reading it, that suggests an audience of at least 90,000,000 following the campaign.

FACT 3: 2,000,000 new subscribers acquired. Two million new accounts subscribed for Red Bull updates across all brand presences in the space of 15 days. These are engaged and interested subscribers, not ones acquired through display advertising or by gating a piece of content, and are a high quality audience that Red Bull can now directly interact with for months and years to come.

There were huge amounts of activity associated with Red Bull Stratos, but more importantly that activity indicated a high level of quality engagement that is quite unusual. Frequently, campaigns are dominated by simple ‘likes’ or neutral commentary from the masses, but Red Bull Stratos was unequivocally positive and elicited meaningful interaction from people around the world.

FACT 4: 820,000 pieces of extremely positive content created. 82% of the peak consumer activity associated with Red Bull was unequivocally positive (what we call ‘very positive signal’). On a base of 1,000,000 consumer actions that means there were approximately 820,000 pieces of Red Bull related consumer media that were unequivocally positive. To provide some context on this number in the exact same time period the next best performer was Starbucks with approximately 25% very positive signal.

FACT 5: 400% increase over aver-age length of consumer engagement. Consumer posts and updates cre-ated throughout Stratos were not only positive, but they increased in length by more than 400% from standard engagement and only got longer over time. Length of a consumer generated post is a proxy for time and interest in a topic, so this kind of increase is a huge indicator for the depth of engagement within the Stratos audience. People were not just hitting the retweet or like button on status updates. They were actively participating in the world’s largest water-cooler conversation.

GRAPHICS by DAVID VORDTRIEDE & BILL KEAGGYphoto courtesy OF red bull

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FACT 6: 50,000 distinct links shared. Red Bull remained at the heart of the discussion from start to fi nish. Dachis Group tracked more than 50,000 dis-tinct links shared in the context of the Stratos campaign. But every one of the top 10 pointed to a Red Bull or Red Bull Stratos digital channel. This is a market-ers dream. Stratos didn’t just feature Felix Baumgartner and a fall through the sky, it featured Red Bull branding in the context of nearly every comment or interaction at a massive scale.

FACT 7: 61,634,000 trusted impres-sions generated. Stratos conversation generated more than 61,634,000 likely impressions across social chan-nels. That means Red Bull garnered more than 60 million instances of peer-validated earned media through social as a result of Stratos.

Conclusion: Red Bull Stratos’ brand impact was priceless. The most power-ful form of brand marketing is trusted consumer generated messaging. By this measure, Red Bull Stratos established new highs for brand marketing in every way.

Marketing has transitioned from a world of broadcast marketing to a world of peer to peer interaction. The future of brand marketing in digital and mobile channels is driven by trusted brand-re-lated engagement (advocacy). Advocacy is now the best way to create purchase intent for brand marketers. The chal-lenge has been to generate advocacy in a scalable way since you can’t just throw money at the problem like you can with broadcast advertising.

Through this lens Red Bull has done something remarkable with Stratos. They’ve created a mass advocacy campaign built on top of more than 60 million trusted consumer impressions — 82% of which were unequivocally positive. It is impossible to achieve this goal with a television advertisement or any other broadcast medium. You can buy impressions, but you can’t buy trust. No company has ever triggered brand advocacy at this scale and short of a similar fl awlessly executed spectacle on this scale, it’s unclear that it will ever happen again. In that sense, Red Bull Stratos was a priceless brand experi-ence that will almost certainly impact

Red Bull’s business performance in a signifi cant way.

Do you want to learn more about how we used big data to gain these insights? Just leave us your information and we’ll get back to you for a 1-on-1 conversation. !

Disclosure: Dachis Group and its sub-sidiary Archrival have conducted work for Red Bull.

Methodology: At Dachis Group, we focus on brand outcomes because we know that earned media generated online has a real impact on purchase intent and purchase incidence. Our Social Business Index tracks 30,000 of the world’s largest brands across more than 100,000,000 social accounts and captures all consumer activity associated with those accounts. In addition, our Campaign Performance Monitor tool can identify interactions that occur around brand generated content or brand-related topics. As a result we have access to a clean, brand-oriented data set that tells us the real brand impact of social marketing campaigns. To learn more visit social.dachisgroup.com/TourHere.

Some of the major social business events scheduled for early 2013:

FEBRUARY » iMedia Brand Summit, Feb 3-6, Amelie Island, Florida, USA » Social Business Summit, Feb 6, Tokyo, Japan » Online Marketing Summit, Feb 10-12, San Diego, California, USA » Social Media Week, Feb 18-22, New York City, New York, USA » SES London, Feb 18-21, London, England » Emetrics Marketing Optimization Summit, Feb 18-21, Toronto, Canada » Digiday Conference, Feb 27, Los Angeles, California, USA

MARCH » Social Business Summit, Mar 7, Austin, Texas, USA » SXSWi, Mar 8-12, Austin, Texas, USA

APRIL » Social Business Summit, Apr 11, Shanghai, China » Ad tech 2013, Apr 9-10, San Francisco, California, USA » Marketing 2.0 and Social Media Conference, Apr 15-16, Hamburg, Germany » Social Media and Web Analytics Innovation, Apr 25-26, San Francisco, California, USA » paidContent NY, Apr 17, New York City, New York, USA

We participate in and sponsor events and conferences around the globe. Events marked with and asterisk* will feature Dachis Group team members. To inquire about our speaking availability, send an email to speaking@dachisgroup.com.

For more info and an up-to-date events listing visit dachisgroup.com/events and socialbusinesssummit.com. !

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By Michael JonesVP Technology@mjfreshyfresh

Despite pioneering corporate blogging and social customer service, the

fi nancial services industry has fallen far behind in social. This is understandable given regulatory pressures, consumer perceptions, and the general conser-vatism of the industry, but at this point any brand has the opportunity to seize the lead and innovate.

Advocacy and conversation lag other industries For such an enormous industry that practically every social media user interacts with on a daily, weekly, or monthly basis — the level of conversa-tion and passion is miniscule. People are simply not inclined to subscribe to fi nancial services brands in social, plus if they are it is highly unusual for those individuals to interact with brand con-tent or advocate on the brand’s behalf.

Our analysis found that conversation length for FinServ brands (an indicator of engagement) is 30% the levels of wireless companies, and 15% of what is typical for a media company. This indicates that these brands are failing to engage their customers in anything but the most superfi cial of interactions, and that they are not connecting meaning-fully using social channels.

It gets even worse when it comes to advocacy. A fi nancial services fi rm will typically have just 9% as many advo-cates as a wireless company, and 2% as many as a media company. These num-bers are abysmal and are likely refl ective of fi rms lack of effort in cultivating aver-age consumers as supporters of their brand in digital spaces. Every brand has advocates, but not every brand has ad-vocates who are self-motivated enough to participate online without organiza-tion and encouragement. Advocacy is the key to delivering signifi cant brand impact in the social world. Without it fi nancial services brands will continue to struggle in social. !

A peek at the social health of the fi nancial services industry

Earned media impact was off the charts

Total Amplification calculated as the number of additional likely impressions generated by the constituency represented as a ratio: (Market Likely Impressions + Advocate Likely Impressions + Employee Likely Impressions) / Brand’s Likely Impressions

Brand’s Likely Impressions is the number of campaign-related messages generated by the brand multiplied by the number of people that have engaged the brand in the last 90 days.

870,721 MARKET

382 ADVOCATES

72 EMPLOYEES

46,757,000 LIKELY IMPRESSIONS

6,778,000 LIKELY IMPRESSIONS

1,130,000 LIKELY IMPRESSIONS

TOTAL LIKELY IMPRESSIONS GENERATED BY CONSTITUENCY:

54,665,000BRAND’S LIKELY IMPRESSIONS:

64,454,000On average, Advocates generated 17,743 likely impressions by propagating campaign messages to their engaged followers while a typical Market participant generated 53.

TOTAL AMPLIFICATION 85%

RED BULL

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Read more at dachisgroup.com/blog.

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To get your free copy of the entire Social Business Journal visit: social.dachisgroup.com/sbj3

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