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Wikibrands Zipcast February 24, 2011
Citation preview
Wikibrands - Reinventing Your Company in a Customer-Controlled Marketplace -
February 2011Slideshare Zipcast
wwww.wiki-brands.com@wikibrands
Sean Moffitt @seanmoffittMike Dover @doverd4s
Some justified kudos…
Authored by Sean Moffitt and Mike Dover
The Hub – www.wiki-brands.com
Published by McGraw-Hill (Jan, 2011) Link
Twitter:@wikibrands
Facebook groupWikibrands
Who is Sean Moffitt….Just A Blonde Guy With a Cause
Who is Mike Dover….An All-Star with an Attitude
6
Are You Ready To Become Buzzing,
WikibrandEvangelists?
Hashtags and Sites
…let’s trend and zip up today
#wikibrands
Slideshare:http://www.slideshare.net/wikibrands
Let’s Have a Grown Up Conversation
1990-2001 2002-2004 2005-2006 2007-2008 2009-2010 2011- ???
Forget social media…
…we need social business
Social media is a dirty word and small …
It cheapens the value of how it can benefit your business
Global media industry $600 billion industryDigital Media $90 billion industrySocial Media $14 billion industry
The real Wikibrands challenge…
How do we reinvent some of these industries?
Global internet industry $ 1 trillion annually
Global education industry $ 2 trillion annually
Global IT and Communications $ 2.6 trillion annually
Global health care industry $ 4 trillion annually
Global energy industry $ 6 trillion annually
Global banking industry $ 7 trillion annually
Business and Brands still Matter….
…but…
• iTunes, Craigslist, ZipcarsFreedom
• Nike ID, My Space, Jones Soda Customization
• Amazon, REDScrutiny
• Innocent Drinks, Vans, Trader JoesIntegrity
• John Fluevog, Wikipedia, DoritosCollaboration
• Red Bull, Axe, You TubeEntertainment
• Zara, Calvin Klein, GoogleSpeed
• Nokia, ToyotaInnovation
A Demanding and Activist Customer Culture has Taken Over
You can either be a monopoly (lucky), commodity (tough) or a wikibrand
Agreed? The big question then– how do you do it?
Easy for them…
Not so easy for the 82% of us who work in/withfirms with 20+ employees…
Our Challenge?
Wikibrands -The new currency for today’s marketplace:
- Customer participation- Social influence- Digital engagement- Word of mouth- Online community- Grassroots marketing- Connected media- Member collaboration
Equalssuccess in business
We searched far and wide to come up with a fresh argument for social business
Our Particular Mission
Published by McGraw-Hill (Jan 2011 Launch)
Twitter: @wikibrands
Facebook page: Wikibrands
Website: www.Wiki-Brands.com
¼ Wake up Call¼ Strategy Guide
¼ Executional Road Map¼ Continuing Reference
Our Humble Contribution
The Early Buzz is GoodRichard Florida, Best
Selling Author,“A must read for business leaders”
Don Tapscott, Digital pioneer and author, Wikinomics
“This is an important, perhaps seminal
book”
Mathew Ingram, Globe & Mail and
GigaOm“Wikibrands is
required reading for anyone who wants to
thrive in the new landscape”
The Challenge Today – 50 MinutesWe will try:
- 6 Simple Metaphors
- 7 Reasons Why
- 10 Key Things to Do It Right
- Continue the Conversation
“Something you Buy” “Something you Trust” “Something you Want”
“Something you Prefer” “Something you Love”“Something you
Participate In”
A Premium Brand is Now a Mark of Participation1. Business and Brands Evolve, Evolution
Happens More Quickly Now
Source: Y&R Brand Asset valuator
Top 8 Differentiation
Drivers
1. Unique2. Dynamic3. Different4. Distinctive5. Innovative6. Visionary7. Daring8. Progressive
2. In a Wikibrand World- Act different, be different, think different
25
3. Never Forget – Humans are Hard Wired Social Animals
4. Brands, It’s Ok to FLIRTTop 5 Wikibrands
Essentials:
1. Focus
2. Language and Content
3. Incentives, Motivations and Outreach
4. Rules, Guidelines and Rituals
5. Tool and Platforms
5. Getting Engaged is Not a Fling It’s a Commitment
Top 5 WikibrandsSupport Elements:
1. Culture
2. Community Life Stage Development
3. Internalizing Wikibrands
4. Community Management
5. Measurement/Metrics
6. Raising a Brand, The Difference Between
Raising a 4 Year Old Parent of an 18 Year Old
Why Now?
Reason #1 – Authentic Relationship Desired
#1 The Need for Authenticity and Transparency - 42%
#2 The rise of social networks - 38%#3 Increasing role of wireless/mobile - 35%#4 Customers/people waning attention spans - 25%#5 Media fragmentation - 22%#6 Change in mass marketing effectiveness - 20%
Agent Wildfire -The Buzz Report, April 2010
1.3 Billion Social Networkers GloballyFacebook - 600 million, 130 friends each, 1,000+ fans per pageWikipedia – 265 million readers. 17 million articlesTwitter – 170 million, 190 followers each (after 2 yrs)LinkedIn – 101 million, 61 friends each, 189 index on post-grad YouTube - 18 million Canadians watch/292 minutes per monthFlickr – 40 million members/5.0 billion photosFoursquare – 6 million/381 million checkinsAmazon – 650 million users annually, $24 billion sales GroupOn – 35 million users annually, $500 milion salesQuora – 600,000 registered users
- Spending 82% more time on social networks than they did last year
Reason #2 – The World is Connected and Engaged
Shifting Conversations – just four years ago, 80% of online engagement happened on the originating website, now 80% happens away from the originating website.
Now, to be noticed and talked about, you need to reach “out there” to be relevant.
Source: Hubspot , 2007-2010 study
Reason #3 – Conversations are Elsewhere
• Operational efficiencies are maxed
• Downsizing/rightsizing reaching limits
• Outsourcing labour is tapped• Globalization of markets is done• Media clutter is here• Technology is ubiquitous
The Customer Experience is What’s Left
Reason #4 - It has to…what’s left…
C-Suite Interest – The CEO's #2 and #3 priorities are customer service and experience;
Advertising and promotion rank #12 and #14.
Source: Microsoft Roundtable Study
Reason #4 – Plus it’s what your CEO cares about (or should care about)
Reason #5 - Social, Participation, Engagement, Collaboration, Influence,
Community = Smart Business
“Social” is not media, tools or technology, this is about success in business:
Engaged brands drive value +18%
Non-engaged brands decrease in value -6%
Source: Interbrand 2009 Best Global Brand s report
71% of marketers are less/only equally familiar with the use of social media tools than their customers.
Source: Commotion Study/Buzz Report
82% of executives believe their agencies need to radically transform themselves to adapt more competitively to this wikibrand world.
Reason #6 – Our Customers are Currently Better at It…
78% don't have an employee policy for use of social media, more than ½ don’t have a strategy
Brand Advocacy (Marketing)- Word of mouth- Referral/recommendation- Badging- Sales/traffic- Reduction in media budgets
Brand Perception (PR)- Awareness/exposure/SEO- Affinity- Empathy/respect- Lead industry conversation
Reason #7 - Six Big Wikibrand Benefits
Brand Support (Customer service)- Customer service- Education/ advice- Value-add experience- Lead industry conversation
Brand Serendipity (HR/Corporate)- Stories/Inspiration- Corporate social responsibility- Galvanize employees- Traditional media interest
Six Big Wikibrand Benefits
Brand Content (Media/Customer Experience)- Co-innovation/solutions- User-generated Creative- User-generated content- Reviews/ratings
Brand Insight (Research and Innovation)- Idea stimulus- Beta-testing- Market research/polling- Industry/competitive intelligence
Six Big Wikibrand Benefits
The Recipe for Success?
..10 Factors
The Biggest Social Media Sins- Listening, Content and Focus
#1 Culture Change Required
Core Belief #1 - There is a big difference between “Being Social”
Versus “Doing Social”
MASS MARKETING
DIRECT MARKETING
SOCIAL INFLUENCE MARKETING
A Culture Change is Required
Hurdles?
The biggest obstacles that continue to exist in implementing wikibrands in your
company/clients?
1. Inability to measure 40%2. Lack of budgets 31%3. No accepted standards/benchmarks 29%4. Fear of loss of control 29%5. Inability for culture to accept 25%6. Technical skills/expertise not in place 23%7. Do not understand diff. bet. Mass marketing 21%
Source: Agent Wildfire Buzz Report 2010
Implementation Issue – Lip Service > Action
#2 FOCUS– “Why are we doing this/what are we doing?”
FOCUS– Marry All Parties’ Interests/Capabilities
FOCUS– Two Big Axioms
Social/member needs > Company needs
Focus > Technology
Nike + -Members/Customers Values/Lifestyle/Desires
#3 LANGUAGE, CONTENT & OUTREACH“do I like this/is there enough of this/can I identify with this/do they know me?”
“It doesn’t matter what you say, if I don’t like the way you’re saying it” James Cherkoff, Collaborate Marketing
Outreach - The Community Tentacles
CommunityPortal
Content Engine
Blog/RSS
SocialTargeted
Findability
Visual
Multimedia
Updates
Interesting-ness
Conversation
Collaboration
Offline
Direct
Grassroots
Outreach Badging
Aggregation
4. INCENTIVES & MOTIVATIONS“what’s in it for me?”
• Better life/supporting cause• Challenge/competition• Creativity• Fun & enjoyment• Group effort/achievement• Learning• Satisfying curiosity• Wanting to make a better product• Meet people of similar interests
25 Community Incentives - Intrinsic“How do I identify with, help the community”
• Ability to join VIP circle• Access to exclusive channels• Access to exclusive resources• Chance for wider Fame• Recognition (peer & company)• Reputation building• Recognition by company• Reputation by peers
25 Community Incentives - Extrinsic“How do I appear to others?”
• Customer service• Information/advice• 3rd party incentives• Customized/personalized
treatment• Cash rewards• Non-monetary rewards• Discounts• Invitation to Events• Points accumulation
25 Community Incentives - Explicit“What is my direct, tangible reward?”
5. RULES, GUIDELINES & RITUALS“what can/can’t I do here?”
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• Experience Facilitation
• Legal & Ethical Concerns
• Employee Policies
• Ownership
• Support, Training & Certification
• Rituals/Customs
Rules – Kodak – Good Empowering RulesThe Key Rule Components
6. TOOLS & PLATFORM“how and where does it work?”
Our Social House has many rooms…and keeps expanding
Some rooms you…
Play Entertain
EscapeConverse
Learn Create
…so it is with social media
Play Entertain
EscapeConverse
Learn Create
Buy
The Core 10 for a Business
Tool Metaphorical Room Organizational Benefits
1. Facebook - “The Living Room” - Ubiquity, Socialness, Integration2. Twitter - “The Front Porch” - Trends, Viralness, Launches 3. Blog - “The Garden” - News, Comments, Feeds, SEO4. Community Site – “The Pool” - Fans, Deep Engagement5. YouTube - “TV Room” - Entertainment, Previews, Video
Continued…The Top 10 networks
Tool Metaphorical Room Organizational Benefits
6. Flickr - “Gallery” - Photos, Artists, Celebrity7. LinkedIn - “The Office” - BtoB, Deals, Professional Community8. Wiki - “Workshop” - Collaboration, Fan community9 Foursquare – “Driveway” - Location-based, Novelty, Events10. MySpace - “Basement” - Entertainment, Music, Mainstream
Platform Choice - Criteria
- Type of Software/Language
- Cost & Time
- Customization
- Scalability & Usability
- Security & Ownership
7. COMMUNITY MANAGEMENT“who will lead the conversation?”
How to Avoid This…
Community/Brand Evangelists - Tasks
72
The 11 Cs of Collaboration1. Communication/Content e.g. photo/video/albums/news2. Competition e.g. rewards, contests, status3. Customization e.g. widgets, avatars, profiles4. Conversation e.g. blogs, forums, comments 5. Connection e.g. messaging, integration, feeds6. Community e.g. social networks, groups, teams, projects7. Categorization e.g. tagging, sections, levels, lists8. Collective Wisdom e.g. rating, ranking, voting, polls9. Co-Creation/Collaboration e.g. customer-generated ads,
ideas, reviews10. Contextual Extensions e.g. mobile, offline, online, IM11. Culture building e.g. recruitment, engagement, causes
The 11Cs of Community
8. LIFE STAGE OF THE COMMUNITY“when do we need to adapt?”
The Life Stage of Social Media/Community
Fresh produced contentHighlight contribution
Incentives pitchedNetworked
Seeded audience
Milestone achievementUser generated contentIncentives materialized
Mass supportedExpected cycle of activity
ExpansionBroadened focus
Company culture changeSelf-governance
Tiered membership
9. METRICS, MEASUREMENT, INSIGHTS & ROI“what do we measure and look for?”
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Measures Traditional , Passive Metrics Wiki Brand Active Measures
Engagement Company Satisfaction Am I happy vs. my expectation?
Enthusiasm Am I excited about this company?
Differentiation Equity What does my company stand for?
Relevance Does the company’s mission resonate with me?
ParticipationAwareness & Trial
Am I involved beyond my “day job”?
Innovation Involvement Do I get involved, attend events, answer polls, produce content, give feedback?
Customer Value/Influence
Loyalty Do I stay with my company?
AdvocacyDo I recommend my company to others? How many others?
A Different Yardstick
10. CULTURE & ORGANIZATIONAL CHANGE“how will we be changed?”
78
Zappos – Community in the DNA
79
Starbucks – Build a Better Third Place
80
Intuit – B2B Community Builder
Do Brands even Belong in my Social
Spaces!
- 85% of people want companies engaging with their customers in social media
- 56% of people feel a stronger connection with those companies they interact with in social media
- Twitterers are three times more likely to embrace brands than average population
Don’t be fooled, people want social brands…they just don’t want pushy
marketers
The Future?
Types of New Media Future Growth
What’s Next for Us?
86
The 11 Cs of Collaboration• February – Canada/US• March – US• April – UK/Europe• May – International/US• June – West Coast• July and On – Parts Unknown?
• Ongoing -– Wikibrand Engagements/Bootcamps/Keynotes
Invite us into your neighborhood!
Our Wikibrands Tour
87
The 11 Cs of Collaboration• February – The Top 200 Wikibrands Tools
• March – Community Manager Survey– The 2011 Buzz Report
• April – The Wikibrand Awards– The Wikibrand Platforms
• May – Collaborative 100 – Expert Overview– Wikibrand Measurement Reference Guide
Collaborate With Us!
Projects
Act Now….
Published by McGraw-Hill (Jan, 2011)
Twitter:@wikibrands
Facebook page and 6 other social extensions
Become an ambassador
Contact us:smoffitt@agentwildfire.commike@mikedover.com
Let’s Start The Conversation…
Inquire: smoffitt (at) agentwildfire.comnadia (at) agentwildfire.com
Phone: 416-255-4500
URL: www.AgentWildfire.com
Join: www.TheInfluencers.ca Blogs: http://BuzzCanuck.typepad.com/
www.spreadslikewildfire.com
Explore: The Buzz Report (e-newsletter)Signup at www.AgentWildfire.com
Learn: Executive WOM Seminars
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