Slide 1
Wikibrands - Reinventing Your Company in a Customer-Controlled
Marketplace -March 31, 2011Social Media Club@wikibrandsSean Moffitt
@seanmoffittMike Dover @doverd4s
Who is Sean Moffitt.Just A Blonde Guy With a Cause
Day Job President, Agent WildfireNight Job Author,
Wikibrands
enti2
Who is Mike Dover.An All-Star with an AttitudeDay Job Managing
Partner, Socialstruct Advisory GroupNight Job Author,
Wikibrands
Wikibrands - The new currency for todays marketplace:
Customer participation Social influence Digital engagement Word
of mouth Online community Grassroots marketing Connected media
Member collaborationEqualssuccess in businessWe searched far and
wide to come up with a fresh argument for social business
Published by McGraw-Hill (2011 Launch)
Twitter: @wikibrands
Facebook page: Wikibrands
Website: www.Wiki-Brands.com
Wake up Call Strategy Guide Executional Road Map Continuing
Reference
Our Humble Contribution - Wikibrands
5
Our Particular Mission
Wikibrands Evoking the spirit of Canada
"Skate to where the puck is going, not to where it is."
Lets Have a Grown Up
Conversation1998-20012002-20042005-20062007-20082009-20102011-
???What is it?Should we do it? How do we test it? How do wemake it
core?
The Evolution of Social
Forget social media for a momentwe need social business
Social media is a great tool
Its not the end game.Global media industry$600 billion
industry
Digital Media $90 billion industrySocial Media $14 billion
industry
The real Wikibrands challengeHow do we reinvent some of these
industries?Global internet industry$ 1 trillion annually
Global education industry$ 2 trillion annually
Global IT and Communications$ 3 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
12
A Demanding and Activist Customer Culture has Taken Over
13
14
Are You Ready To Become Buzzing, WikibrandEvangelists?
The Challenge TodayWe will try:
- 7 Reasons Why Now
6 Core Benefits from Wikibrands
7 Deep Thoughts Differences from Traditional Business
10 Key Things to Do It Right
Q&A
Why Now?The case for Social/Collaboration/Engagement
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 - 640 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 - 2 billion views daily/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.
Today, 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 maxedDownsizing/rightsizing at
limitsOutsourcing labour is tappedGlobalization of markets is
doneMedia clutter is hereTechnology is ubiquitous
The Customer Experience is Whats Left
Reason #4 - It has towhats 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 its what your CEO cares about (or should care
about)
Reason #5 - Social, Participation, Engagement, Collaboration,
Influence, Community = Smart Business
22
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 w/ new media
tools than their customers.
Source: Commotion Study/Buzz ReportReason #6 Competition is
Doing It, They Just Arent Very Good At It78% don't have an employee
policy
More than of top firms dont have a strategy
Source: SNCR/Buzz Report
83% of executives believe their agencies need to radically
transform be more competitive in a wikibrand world.Reason #6
Competition is Doing It, They Just Arent Very Good At It53% of
businesses engaged in social/digital spaces do not have full-time
staff to support the effort.
Only 14% of companies are proactive in creating external
advocates and leveraging them.
Brand Advocacy (Marketing) Word of mouth Referral/recommendation
Badging Sales/traffic Reduction in media budgetsBrand Perception
(PR) Awareness/exposure/SEO Affinity Empathy/respect Lead industry
conversation
Reason #7 - Six Big Wikibrand Benefits
26
Brand Support (Customer service) Customer service Education/
advice Value-add experience Lead industry conversationBrand
Serendipity (HR/Corporate) Stories/Inspiration Corporate social
responsibility Galvanize employees Traditional media interest
Six Big Wikibrand Benefits
27
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
28
Something you BuySomething you TrustSomething you Want
Something you PreferSomething you LoveSomething you Participate
InA Premium Brand is Now a Mark of Participation1. Business and
Brands Evolve, Evolution Happens More Quickly Now
30
Source: Y&R Brand Asset valuatorTop 8 Differentiation
Drivers
Unique Dynamic Different Distinctive Innovative Visionary Daring
Progressive
2. In a Wikibrand World- Act different, be different, think
different
31
32
3. Never Forget Humans are Hard Wired Social Animals
32
4. Brands, Its Ok to FLIRT
Top 5 WikibrandsPlanning Essentials:
Focus
Language and Content
Incentives, Motivations and Outreach
Rules, Guidelines and Rituals
Tool and Platforms
33
5. Getting Engaged is Not a Fling Its a CommitmentTop 5
WikibrandsSupport Elements:
Culture
Community Life Stage Development
Internalizing Wikibrands
Community Management
Measurement/Metrics
34
6. Raising a Brand, The Difference Between
Raising a 4 Year OldParenting an 18 Year Old
35
7. The 4 Ps Become the
4EsProductPromotionPlacePricingExperienceEvangelismEveryplaceExchange
36
The Recipe for Success?
..10 Factors
The Biggest Social Media Sins- Listening, Content and Focus
The FLIRT Model A Recipe for Wikibrand SuccessCULTURECULTURE
39
#1 Culture Change Required
40
Core Belief #1 - There is a big difference between Being
Social
Versus Doing Social
MASS MARKETING
DIRECT MARKETINGSOCIAL INFLUENCE MARKETINGA Culture Change is
Required
43
Zappos Buried in their DNA
Dell - From Crisis to Engagement
Intuit the Visionary-Led, BtoB Community Builder
Lego The Bottom Up, Community Builder
Hurdles?
The biggest obstacles that continue to exist in implementing
wikibrands in your company/clients?
1. Inability to measure40%2. Lack of budgets31%3. No accepted
standards/benchmarks29%4. Fear of loss of control29%5. Inability
for culture to accept25%6. Technical skills/expertise not in
place23%
Source: Agent Wildfire Buzz Report 2010Implementation Issue Lip
Service > Action
49
#2 FOCUS Why are we doing this/what are we doing?
50
FOCUS Marry All Parties Interests/Capabilities
51
FOCUS Three Big Axioms
Social/member needs > Company needs
The social customer has 4 seconds
Focus > Technology
52
Naked Pizza Clear Sense of Business, Brand and Culture
Mozilla Firefox Building a Better Internet across every
Community and Country
54
Cisco Posing a Personal and Community-Driven Challenge
55
Campbells Purpose DrivenNourish
56
#3 LANGUAGE, CONTENT & OUTREACHdo I like this/is there
enough of this/can I identify with this/do they know me?
57
Expert Understanding of Target and Context (Nike)Have a Belief
System and Common Voice (Vancity)Establish a Humanizing Tone
(Threadless)Shine the Light on Your Users (Fiskars)Listen to
People, Acknowledge What They have to Say (Whole Foods)Embrace Your
Role as Ringleader, Facilitator and Expert (Dell)Demonstrate
Authenticity, Humility and Transparency (The Book of Awesome)Feed
and Tailor to the Personality (PEMCO)
If the Customer is King, then Content is Queen8 Rules of Great
Content
58
Nike + -Members/Customers Values/Lifestyle/Desires
59
Vancity - Change Everything Triple Bottom Line Belief System
60
Language - Threadless Possibly the Most Human Site in the
World
61
Content - Fiskars Crowdsourcing your Content
Content PEMCO Were a Lot Like You
Outreach - lululemon Ambassadors who buy in
64
VisualOutreach Not Everyone is Equal
65
4. INCENTIVES & MOTIVATIONSwhats in it for me?
66
Better life/supporting causeChallenge/competitionCreativityFun
& enjoymentGroup effort/achievementLearningSatisfying
curiosityWanting to make a better productMeet people of similar
interests
25 Community Incentives - IntrinsicHow do I identify with, help
the community
67
Intrinsic - Starbucks Build a Better Third Place
Ability to join VIP circleAccess to exclusive channelsAccess to
exclusive resourcesChance for wider FameRecognition (peer &
company)Reputation buildingRecognition by companyReputation by
peers
25 Community Incentives - ExtrinsicHow do I appear to
others?
69
Extrinsically Doritos You Are The Star
Customer serviceInformation/advice3rd party
incentivesCustomized/personalized treatmentCash rewardsNon-monetary
rewardsDiscountsInvitation to EventsPoints accumulation
25 Community Incentives - ExplicitWhat is my direct, tangible
reward?
71
Explicit - Souplantation Whats in it for Me?
5. RULES, GUIDELINES & RITUALSwhat can/cant I do here?
73
Experience Facilitation
Legal & Ethical Concerns
Employee Policies
Ownership
Support, Training and Certification
Rituals/CustomsRules - Kodak Good Empowering Rules
74
Customs/Rituals Harley Davidson Reinforcing the 1%
75
6. TOOLS & PLATFORMhow and where does it work? A home and
away game
76
The Home GameEMC Smart Customer-Driven Platform Choice
Criteria:Website + Owned Community + Affiliated Community
Type of Software/Language
Cost, Resources & Time
Customization
Scalability & Usability
Security & Ownership
77
The Tools The 11 Cs of Community Communication/Content i.e.
photo/video/albums/news Competition i.e. rewards, contests, status
Customization i.e. widgets, avatars, profiles Conversation i.e.
blogs, forums, comments
Connection i.e. messaging, integration, feeds Community i.e.
social networks, groups, teams- Categorization i.e. tagging,
sections, levels, lists Collective Wisdom i.e. rating, ranking,
voting, polls
Co-Creation/Collaboration i.e. CGM, ideas, reviews Contextual
Extensions i.e. mobile, offline, online, IM Culture building i.e.
recruitment, engagement, causes
78
Amazon- Designed for SocialnessAmazon Designed for
Socialness
79
The Away Game - Kraft - The Tools of Word of Mom
Our Social House has many roomsand keeps expanding
Some rooms you
PlayEntertainEscapeConverse
Learn
Create
so it is with social
mediaPlayEntertainEscapeConverseLearnCreate
Buy
The Core 10 for a Business Tool Metaphorical RoomOrganizational
Benefits
Facebook - The Living Room - Ubiquity, Socialness,
IntegrationTwitter - The Front Porch - Trends, Viralness, Launches
Blog - The Garden - News, Comments, Feeds, SEOCommunity Site The
Pool - Fans, Deep EngagementYouTube - TV Room - Entertainment,
Previews, Video
ContinuedThe 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
7. COMMUNITY MANAGEMENTwho will lead the conversation?
86
How to Avoid This
87
Community/Brand Evangelists - Tasks
88
8. LIFE STAGE OF THE COMMUNITYwhen do we need to adapt?
89
The Life Stage of Social Media/CommunityFresh produced
contentHighlight contributionIncentives pitchedNetworked Seeded
audienceMilestone achievementUser generated contentIncentives
materializedMass supportedExpected cycle of activity
ExpansionBroadened focusCompany culture
changeSelf-governanceTiered membership
90
9. METRICS, MEASUREMENT, INSIGHTS & ROIwhat do we measure
and look for?
91
A Different Brand Yardstick
MeasuresTraditional , Passive MetricsWiki Brand Active
MeasuresEngagementCompany Satisfaction Am I happy vs. my
expectation?Enthusiasm Am I excited about this
company?DifferentiationEquity What does my company stand
for?Relevance Does the companys 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/InfluenceLoyalty Do I stay with my company?AdvocacyDo I
recommend my company to others? How many others?
92
10. CULTURE & ORGANIZATIONAL CHANGEhow will we be
changed?
93
Zappos Community in the DNA94
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
Dont be fooled, people want social brandsthey just dont want
pushy marketers
The Future?
Types of New Media Future Growth
98
Fresh from SXSW the Top 10
#1 Gamification
#2 Near Worlds Group Texting
#3 Hyperlocalization
#4 Geek/Content Mashups
#5 Transmedia/Convergence
#6 - Social Analytics
Watchoutrs
#1 Net Neutrality
#2 Soullessness
#3 Privacy Watch
#4 The Bubble
99
Source: Y&R Brand Asset valuatorTop 8 Differentiation
Drivers
Unique Dynamic Different Distinctive Innovative Visionary Daring
Progressive
Some Advice - Act different, be different, think different
100
101
Never Forget Humans are Hard Wired Social Animals
101
There is only one thing in the world worse than being talked
about, and that is not being talked about.
Oscar Wilde, The Picture of Dorian Grey
In a world of no time, attention and trustdont play it safe or
follow others
Whats Next for Us?
The 11 Cs of CollaborationMarch USApril US/UK/EuropeMay
International/US West CoastJune West Coast CanadaJuly and On Parts
Unknown?
Ongoing - Wikibrand Engagements/Bootcamps/Keynotes
Invite us into your neighborhood!
104Our Wikibrands Tour
The 11 Cs of CollaborationTheme WeeksApril Social AnalyticsApril
Community Platforms
May Not for Profit SocializingMay Community Management
June Whats Next The Buzz ReportJune Wikibrand Awards
105Discovery Channel has Shark WeekWe have
Published by McGraw-Hill (Jan, 2011)
Twitter:@wikibrands
Facebook page and 6 other social extensions
Become an ambassador
Contact us:[email protected]@mikedover.com
106
Lets Start The ConversationInquire:smoffitt (at)
agentwildfire.com@seanmoffittPhone:416-255-4500
URL: www.AgentWildfire.com
Blogs:http://BuzzCanuck.typepad.com/www.spreadslikewildfire.com
Explore:The Buzz Report (e-newsletter)Signup at
www.AgentWildfire.com
Learn:Executive WOM Seminars
107107Thats it we have a number of ways to get in touch with
us
Link back to initial 3 objectives:
Word of mouth is important
Word of mouth can be orchestrated
Agent Wildfire is canadas word of mouth experts
Wed really like to work with your brands and think there could
be some interesting avenues in
Questions
Are there projects we can think about to exploit this as a
competitive advantage for youCan we regroup when youve had a chance
to digest
