What do big-name brands like Peloton, Airbnb, and Apple have in common? Whether they’re connecting with customers in private online groups or attracting new die-hard fans through word of mouth, they’re all benefiting from the powerful yet nearly unmeasurable effects of their branded communities — i.e. “dark social” — every day.
The challenge? We know your CEO, CFO, and other key decision-makers aren’t exactly fans of putting money and resources behind the unmeasurable, especially in the face of a recession. But with a recent Neilson report revealing that 92% of consumers are influenced more by word-of-mouth than traditional advertising, and another confirming that word-of-mouth marketing accounts for more than $6 trillion in consumer sales, it’s high time to embrace the community craze — pushback from stakeholders and all.
So, how can you cash in on communities, sell the idea to decision-makers, and make the whole thing a lot more measurable? Join us as we reverse-engineer some of the most iconic brand communities so you can use your own tribe to drive meteoric growth.
Sign up and you’ll learn:
- How to set clear KPIs around community engagement to track dark social’s impact on sales, leads, and visitor behaviors
- The difference between social media management and community management and how to use both to drive growth
- The key to creating content that engages and converts community members
- How to operate a community at scale without sacrificing authenticity
Darryl Praill, CMO
Darryl Praill is the Chief Marketing Officer at Agorapulse, the award-winning social media management platform. Darryl is a funny, high-energy, in-demand event host and panel moderator, an accomplished award-winning marketer, a Sales World Top 50 Keynote speaker and multi-time gold medalist content creator, a Top 10 SaaS Branding Expert, a Top 19 B2B Marketer to Watch, voted by LinkedIn as a Top 3 Marketer and a Top 30 Sales Leader, a social media influencer, a category-leading podcaster, and a serial entrepreneur. Darryl has raised almost $100 million in venture capital, acquired, merged and taken companies public, been hired and fired, and worked with companies of all sizes.