Tag: Dachis Group

SMW Looks Into the Future: 5 Events To Watch

Posted on by Sara Adam

We may not have a crystal ball, but we have the next best thing. Leading experts across professions join together to look at what’s next for industries across the board. Look just six years into the future or at the future of workplaces in the 21st century.

  1. 20/20 Vision: Your Life Just Six Years from Now
    What will our lives look like a few years down the road? Find out from Dachis Group CEO and Razorfish Co-Founder, Jeff Dachis, and socialdeviant CEO, Marc Landsberg. At this event, they will discuss the future of wearable devices, creativity, and the real question on everyone’s mind- what the dating landscape will look like.
  2. The Future of Publishing, A Discussion with Salon’s Editor-in-Chief
    As publishing becomes increasingly digital, journalists are wondering how they need to adapt in order to make a living and stay relevant. Learn from Salon Editor-in-Chief, David Daley, how to make your story stand out above competitors and what makes people want to share your work.
  3. Physical and Virtual Workspaces that Maximize Productivity and Innovation for the 21st Century
    Are we moving away from offices altogether or is there still some benefit from being physically present in our workplaces? And what types of spaces are suitable for the proper mix of independent creativity and group collaboration? Explore how our physical environments affect our minds in this seminar hosted by TPG Architecture.
  4. The Future of Now: Health Innovation Track, Sponsored by Merck
    Startups aren’t the only ones innovating and shaping the future. Intrepreneurs from the health industry are using corporate resources to search for new business models that will improve the health care system. Join us for this seminar to look at how technology is changing healthcare’s future.
  5. PSFK Labs’ Future of Retail Showcase: Creating a Sustainable Instant Retail Model
    The dawn of e-commerce has drastically changed the ways that consumers shop and will continue to shape the retail world. Armed with digital data, PSFK will offer insight into the latest trends in retail shopping behavior and let us know where things are headed at this SMW showcase.

What do we see in your future? Social Media Week of course! Register here, to stay on the cutting edge of your industry, whether you work in marketing, healthcare or technology!

Master Class: Engagement@Scale – Three Steps to Leveraging Brand Advocates

Posted on by Lisa Chau


On 20 February 2013, I had the pleasure of attending Master Class: Engagement@Scale – Three Steps to Leveraging Brand Advocates with Dachis Group. Speakers from the Dachis Group included: Michael (MJ) Jones, Vice President of Technology; Liz Schroeter Courtney, Social Strategist and Allison Squires, Social Strategist.

The presentation focused on social marketing as the ideal way for brands to authentically interact and scale engagement with customers. Social media facilitates messaging large groups of people. Additionally, panelists spoke about leveraging brand advocates, a brand’s most trusted and effective audience group, to spread a brand’s presence beyond internal corporate efforts.

The Dachis Group offered a three step approach to working with brand advocates around (I) identification, (II) mobilization and (III) measurement.

How do companies identify advocates?

Advocates:
+ Frequently talk about particular brands
+ Have positive feelings about particular brands
+ Desire to influence others
+ Advocates should be people that others trust

According to Edelman’s trust index, people trust academics, experts, people like me and employees at a company more than CEOs, government institutions and financial analysts.

“Friends are better marketers than marketers.”

92% of people trust earned media, such as word-of-mouth.

What’s more, 67% spend more online after receiving recommendations from online communities.

It’s the power of advocacy.

How do companies mobilize advocates?

+ Foster relationships — Make advocates feel valued
+ Create mutually beneficial relationships – Reward your advocates
+ Must be authentic, not just driven by money

Good examples of brand advocacy include:
+ Red Bull
+ Coffee Mate
+ Starbucks
+ Vitamin Water

How do companies measure results of working with brand advocates?

The aforementioned companies successfully mobilized advocates to increase customer awareness and mindshare in the market.  Things to consider:
+ Increasing the reach of the brand
+ Enthusiasm and sentiment
+ Conversion patterns and business impact
+ Community engagement
+ Frequent activity, frequent brand mentions and frequent purchases

Finally, give advocates space to engage with the company’s audience. Does your company provide forums, community events, product initiatives, etc. Help advocates develop a suite of experiences for audiences to engage and invigorate positive feelings about your brand.

Want to see it for yourself?

Lisa Chau has been involved with Web 2.0 since graduate school at Dartmouth College, where she completed an independent study on blogging. She was subsequently highlighted as a woman blogger in Wellesley Magazine, published by her alma mater. Lisa currently works as an Assistant Director in Alumni Relations at Dartmouth College. She has been published in US News and Forbes. You can follow her on Twitter.