Wikibrands Essentials

Welcome to Wikibrands:10 Key Ingredients

to Engaged Business

Published by McGraw-Hill (Dec 17, 2010)

Twitter: @wikibrands

Facebook page: Wikibrands

Website: www.Wiki-Brands.com

¼ Wake up Call ¼ Strategy Guide ¼ Executional Road Map ¼ Continuing Reference/Forum

Our Contribution

Our Particular Mission

Wikibrands - Definition: noun A progressive set of organizations, products, services, ideas and causes, tapping the powers of customer participation, social influence and collaboration to drive business value

Derived from Hawaiian word “wiki” meaning “quick: subsequently meaning “tribal knowledge and a collaborative website” and Middle English word “torch” meaning “a distinctive name identifying a product or a manufacturer”.

5

“Something you Buy” “Something you Trust” “Something you Want”

“Something you Prefer” “Something you Love”“Something you

Participate In”

There’s a new currency on how to build business

Wikibrands -The new currency fortoday’s marketplace:

- Customer participation- Social influence- Digital engagement- Word of mouth- Online community- Grassroots marketing- Connected media- Member collaboration

Equalssuccess in business

• 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

It has to work …what’s left

Big Caveat - There is a big difference between “Being Social”

Versus “Doing Social”

Also a gap? Perhaps easy for these guys…

Not so easy for the 82% of us who work infirms with 20+ employees…

Why care? The biggest motivator – Engaged Brands Win…

Brand Advocacy (Marketing/Sales)- Word of mouth- Referral/recommendation- Badging- Sales/traffic- Reduction in media budgets

Brand Perception (PR/CSR)- Awareness/exposure/SEO- Affinity- Empathy/respect- Lead industry conversation

Six Benefits to Wikibranding

Brand Support (Cust. Service/Operations)- Customer service- Education/ advice- Value-add experience- Lead industry conversation

Brand Serendipity (HR/Executive)- Stories/Inspiration- Corporate social responsibility- Galvanize employees- Traditional media interest

Six Benefits to Wikibranding

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 Benefits to Wikibranding

The FLIRT Model – A Recipe for Community Success10 Ingredients

CULTURE

CULTURE

MASS MARKETING

DIRECT MARKETING

WIKIBRAND-ING

#1 Massive Culture Change Required

#2 FOCUS– “Why are we doing this/what are we doing?”

#3 LANGUAGE, CONTENT & OUTREACH“do I like this/is there enough of this/can I identify with this/do they know me?”

4. INCENTIVES & MOTIVATIONS“what’s in it for me?”

5. RULES, GUIDELINES & RITUALS“what can/can’t I do here/what is custom?”

6. TOOLS & PLATFORM“how do I receive the experience and where does it all work?”

7. COMMUNITY MANAGEMENT“who will lead the conversation?”

8. LIFE STAGE OF THE COMMUNITY“when do we need to adapt?”

9. METRICS, MEASUREMENT, INSIGHTS & ROI“what do we measure and look for?”

10. CULTURE & ORGANIZATIONAL CHANGE“how will we be changed?”

It takes a community to build a brand…it takes ignorance to kill one…

The FLIRT Model – A Recipe for Wikibrand Success

CULTURE

CULTURE

Join me at:

@wikibrands@seanmoffitt

Wiki-Brands.comAgentWildfire.com

smoffitt@agentwildfire.comsean@wiki-brands.com