As the old saying goes, “I know only half of my marketing is working, but I don’t know which half.” It’s especially true in the world of social media marketing, where measurement of ROI is elusive. The popular listening tools, like Radian6 and BuzzMetrics, monitor a small fraction of the social web (enough for statistical significance) to determine consumer sentiment, but that falls short when trying to understand social campaign performance. Dachis Group launches their Campaign Performance Monitor today, which produces insights like the one below.
“Aside from the dead simple set up, unlimited multiple simultaneous campaign tracking capabilities, and real-time social campaign dashboards,” said Jeff Dachis, CEO and Founder, Dachis Group, “anyone wanting to generate gorgeous, ready-to-use, and up to the minute reports and presentations on the performance of your brand’s social marketing campaigns, can do so with Campaign Performance Monitor in just one click.”
“Answering the question, ‘What did we get for our social spend?’ typically results in labor intensive research and anecdotal justification,” said Erik Huddleston, EVP Product and CTO, Dachis Group. “Campaign Performance Monitor provides brand managers with the insight to scale their social engagement.”
Dachis Group‘s big data platform monitors 10 billion social behaviors and 50 million social signals daily for Global 2000 companies. If you’re company is part of the G2000, sign up for the Social Business Index for free to see your SBI score. A screenshot of the new tool is shown below.
If you’ve not been to one of our previous Dachis Group happy hours, you definitely need to swing by, say hello, and have a drink on us. We’ve got a bunch of people in town from other offices around the world, so it’s a great opportunity to share some ideas about what is going on in the world of social business.
The event is Tuesday (tomorrow) at the Hangar Lounge downtown. That’s at 5th and Colorado, and the place looks like an airplane hangar. You can’t miss it! Stop by between 6 and 8pm, and maybe you’ll even have a chance to win some ACL Festival tickets!
What: Dachis Group Meet + Greet
Where: The Hangar Lounge
When: Tuesday, August 16th from 6pm – 8pm
Give us a shout out or an RSVP on our Facebook event, and we’ll see you there!
This is a blog post I wrote for the Dachis Group blog today.
In the almost two years I’ve been with Dachis Group there is one question that I’ve been asked over and over again. “What is social business?” I’m sure my colleagues have had the same experience. The challenge I have is that social business is comprehensive in nature, and therefore defies trite explanations.
My dilemma would be made simpler if “social business” were just another name for something you already know, like “social media marketing” or “enterprise 2.0″ or (god forbid) “knowledge management.” But it’s not. It’s a term for something new and different, and our journey is so early that I don’t think any company would declare victory on being a social business in 2011. Many of our clients are definitely taking the right steps, however.
The social organizations that I have an opportunity to interact with typically have some specific elements. They include:
- Organization. A social business will look less like a top-down, command-and-control structured organization, and more like a flexible mesh network. The mesh is empowered to act and conduct business, not needing to wait for orders from the commander-in-chief when a target is in the crosshairs. The social organization might appear podular.
- Leadership. Most companies are over-managed, but social businesses are led by talented and visionary people. Charlene Li does an excellent job of presenting the case for open leadership and letting go of control.
- Social. At the end of the day, businesses are made up of people. Do you interview them to determine traits like sharing and collaboration, or are you still hiring for skills? The millennial Gen Y that is entering the workforce is 80 million people, and their brains are wired differently than other generations. They literally have larger amygdalas, which makes them more social.
- Holistic. People are at the heart of every element of the enterprise ecosystem. Social organizations pay attention to all of their constituents, understand the relationships between them, and how strong or weak the connections between them are.
- Engagement. The old school ideas of marketing stress frequency, reach, and a multi-channel approach. Hit them with our messages as many times as possible, in as many places as possible. Rise above the noise, right? The social business isn’t trying to shout the loudest, but finding ways to engage with customers and other constituents.
- Connected. Are the people in the company connected together, in real time? Does the CEO blog (even if it’s just internally)? Are there easy and open ways for people to discuss, share, and participate in the planning, managing, and controlling of the business?
What other elements of a social business have you seen?