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.
Darryl Praill is the CMO at Agorapulse. He is a funny, high-energy, in-demand event host and panel moderator, a Top 50 keynote speaker, an accomplished award-winning marketer and creator, a social media influencer, and a serial entrepreneur. Darryl has raised $100 million in venture capital and only been fired once.Read More Read Less
Her leadership experience includes both agency and in-house corporate marketing teams, supporting a wide range of industries and brands. As Program Director for the Center for Entrepreneurship at Rollins College, Theresa worked closely with business leaders of all sizes to solve their unique business challenges.Read More Read Less
Award-winning community builder and advocacy strategist Christina Garnett uses audience intelligence and social listening to learn more about audiences and determine needs and behaviors. Her work serves to help brands better connect with their current customers, potential customers, and fans. Christina is featured in HubSpot Academy's Social Media Certification course and social listening courses, Semrush Academy's social listening course, and is a partner for On Deck's Community Builder Program, teaching a module on advocacy as a community growth lever. She has been a speaker for events like the Cannes Lions International Festival of Creativity (Hubilo-BizBash), INBOUND, Digital Summit, Social Fresh, Adapted Digital Media Summit, and MnSearch Summit. You can also find her featured in HubSpot, Social Insider, and Talkwalker ebooks and articles in Adweek, The Next Web, and Meltwater.Read More Read Less
Dana Malstaff is the Founder of Boss Mom and the creator of the Nurture to Convert Society. She's a mother, author, podcaster, content strategist, template architect, blind spot reducer, engagement facilitator, and movement maker. She helps moms with beautifully unpredictable schedules grow successful and sustainable businesses that don't take up all their time, and keep working even when they have to step way to be a mom (or any other important role).Read More Read Less