Wikibrands IIReinventing the Future of YourOrganization in a Connected, Fast-Changing World ..Building theDigital Genome  ...
#wikibrands   #SMCSea@seanmoffitt@wikibrands@smcseattle
Let’s admit it , sequels usually suck…
Evidence to the Contrary       - 8 out of top 10 grossing         movies from last year were         sequels       - New c...
I’ve become thenew COO/CMO forthe newestNational HockeyLeague teamThe“SeattleVentis”
Wikibrands – Tale of The Tape           • 137th presentation           • 8 languages           • 11 Countries           • ...
Validation • Increasing maturation of social • Social business > media • Hollowing out of marketing and   agencies • Digit...
Concern• Content laziness• Social as an algorithm• Monetization ruins the  party - privacy and closed  networks• New techn...
Surprises • Resiliency of Facebook   and Apple • Google + as an Upstart • Tabletization of the world • Corporate lip service
WIKIBRANDS REDUX
#1. Wikibrands Win
#2 Get FLIRT y
#2. Roadmap for Building a Wikibrand• Focus    Top 3 Benefits/Balance Four Legs/ Passes 4 Second Mom Test• Language/Conte...
#3 Need to Get the 4 Strategic Legs RightBusiness/                                                             Organizatio...
Strong social content requiring discipline, focus             passion and humility
#4 The Four F Words of Digital Media                        - Search Engine Exposure/Traffic                        - Awar...
#5 Ideas and People Trump Technology      #1 Conversation Worthy Idea/Concept*          #2 Great Product/Brand            ...
In the Trenches – the 7 Golden Rules of Social          #6. It’s The Way You Do ItBe:       Reciprocal       Ethical      ...
Content Quality vs. Quantity vs. Variety
#7 It’s What You Do – 76 Different Types of    Online Conversation – Mix Them UpAcknowledge                Promote        ...
#7 – It’s What You Do - 76 Different Types     of Online Conversation – Loosen Up   News                    Broadcast     ...
#8 - CONTENT FREQUENCY –If the Customer is King, then Content is Queen          Activity per     Great   Good    Minimum  ...
#9 …AND DIGITAL ENGAGEMENT IS ABOUT  TELLING, SHARING & BUILDING STORIES.http://stories.twitter.com/   http://stories.face...
MILCC is Good
#10 Roadmap for Maintain a Wikibrand• Measurement/Monitoring/Insight    Engagement/Valence > Scale, Dashboard, 20/40/40 r...
#11 Digital Deafness, Muteness and Blindness         are #1,2 and #6 biggest sins                              Source: Age...
There is no silver bullet to     measurement
Three Types of Measurement Questions     Resistance Questions      Business Questions      Analysis Questions
#12 The Jeremy Lin Measurement Axiom- The more you use it, the more you prove it
#12 Measurement - You Need to Roll Your Own       Social Media          Benefits – Risks            Value       =   ------...
A MILDADMONISHMENT
Social Media Needs To Grow Up The Evolution of Engagement/Social1998-2001 2002-2004 2005-2006 2007-2008 2009-2011 2012- ??...
A caveat ahead of time...“We are horrible at this”
Are you digitally buff?
Are You Digitally Buff?           Offence           • Content/Campaigns           • Social media/networks           • Infl...
Really?“What’s the ROI of putting on yourpants every morning?”                   Scott Monty, Ford Head of Social Media
Proportion and Expectations?
“Baseball thinking is medieval, they areasking all the wrong questions…Using stats to reread them, well find the valueof p...
The communication, collaboration and socialmedia underrated list:  ➷Content  ➷Community  ➷Insight  ➷Influence
The communication, collaboration and socialmedia overrated list:                  ➹Consistency                  ➹Satisfact...
Let’s be honest, we need to change and              get better…
“It is not the strongest of the species that survive, nor the most intelligent,         but the one most   responsive to c...
FORESIGHT –MAPPING THE NEXT 4             YEARS
I want to map the digital, cultural,marketing and media genome….let’stalk about trends that will bite usFordHead of Social...
Insight and Foresight   VS.
The world is a blur I…social
The world is a blur II…products.
The world is ablur III…politics.
The world is a blur IV…technology.
The world is a blur V…internet time?
WHO PREDICTED:• TIM TEBOW• THE ARTIST• RIM’s UTTER COLLAPSE• PINTEREST
Warning Signs You are reading bad headlines about yourself or companies like you Your sales, followers and customer sati...
I am going to spend a long time in thefuture…
Agent Wildfire/Wikibrand’s           3rd Annual Buzz Report Survey“My business may not survive over the next 10 years if w...
The Business Genomeapproach meets Social, Digital,   Local, Marketing, Media
Implication to a to   Implications Digital/Social Media Practitioner • More strategic impact • Bigger dent on culture • St...
The Top 13 Trends That Will Change Your Digital                     Life
The Top 13 Trends That Will Change Your Digital                     Life
1. Experience – Friction-Free Awesomeness
2. Entertainment – Lovely Looking, Casual and Social
3. Curation – Beautiful, Wall-able, Visual Filter
4. Connection– Accessible, Contextual, Always On
5. Innovation – Blurring the Line Between Real and Virtual
6. Speed – Faster, Responsive,Chaotic, Predictive
7. Efficiency – Real Time, Action-driven, Effortless, More w/ Less
8. Freedom – Untethered, Uncommitted, Flexibility
9. Customization – Where I Want It, When I Want It, How I Want It, Now
10. Collaboration – No Longer Play, Solving Problems, Impacting Lives
11. Authenticity – Genuine, Real Deal Stuff
12. Value – Net Zero Game Demand Leaner and Flexibility
13. Globalization – Border Free and Going East
CounterTrends – Follow the Money, Privacy and Overload
Moneyball Knows IIReframing the Game“Your goal shouldnt beto buy players. Your goalshould be to buy wins. Inorder buy wins...
Where will we be…
Q&A              Contact us:Twitter:      sean@wiki-brands.com@wikibrands   @seanmoffitt
Wikibrands II - Reinventing the Future of Your Organization in a Connected, Fast-Changing World...Building the Digital Genome
Wikibrands II - Reinventing the Future of Your Organization in a Connected, Fast-Changing World...Building the Digital Genome
Wikibrands II - Reinventing the Future of Your Organization in a Connected, Fast-Changing World...Building the Digital Genome
Wikibrands II - Reinventing the Future of Your Organization in a Connected, Fast-Changing World...Building the Digital Genome
Wikibrands II - Reinventing the Future of Your Organization in a Connected, Fast-Changing World...Building the Digital Genome
Wikibrands II - Reinventing the Future of Your Organization in a Connected, Fast-Changing World...Building the Digital Genome
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Wikibrands II - Reinventing the Future of Your Organization in a Connected, Fast-Changing World...Building the Digital Genome

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Wikibrands II - Reinventing the Future of Your Organization in a Connected, Fast-Changing World...Building the Digital Genome

  1. 1. Wikibrands IIReinventing the Future of YourOrganization in a Connected, Fast-Changing World ..Building theDigital Genome SMC Seattle February 28, 2012 Wikibrands - Reinventing Your Organization in a Customer-Driven Marketplace
  2. 2. #wikibrands #SMCSea@seanmoffitt@wikibrands@smcseattle
  3. 3. Let’s admit it , sequels usually suck…
  4. 4. Evidence to the Contrary - 8 out of top 10 grossing movies from last year were sequels - New content important to your future “foresight” – we have split the social/digital genome - Some terrific Seattle news…
  5. 5. I’ve become thenew COO/CMO forthe newestNational HockeyLeague teamThe“SeattleVentis”
  6. 6. Wikibrands – Tale of The Tape • 137th presentation • 8 languages • 11 Countries • Now 13 months later…
  7. 7. Validation • Increasing maturation of social • Social business > media • Hollowing out of marketing and agencies • Digital prioritization externally • Mobile as transformative force
  8. 8. Concern• Content laziness• Social as an algorithm• Monetization ruins the party - privacy and closed networks• New technology catch up
  9. 9. Surprises • Resiliency of Facebook and Apple • Google + as an Upstart • Tabletization of the world • Corporate lip service
  10. 10. WIKIBRANDS REDUX
  11. 11. #1. Wikibrands Win
  12. 12. #2 Get FLIRT y
  13. 13. #2. Roadmap for Building a Wikibrand• Focus  Top 3 Benefits/Balance Four Legs/ Passes 4 Second Mom Test• Language/Content  50 Posts/Editorial Schedule/Hits Frequency Hits Variety Thresholds• Incentives/Outreach  Top 5 Incentives/Top 100-10,000 Fans• Rules/Guidelines/Training  Existence of Policy/Governance/Triage/Training/Top 10 Scenarios• Tools and Platforms  Approach to Top 15 Tools/Integrated Home Game/First Mover Advantage
  14. 14. #3 Need to Get the 4 Strategic Legs RightBusiness/ OrganizationSponsorship Objectives Incentives Vision Resources Revenue Talent Marketplace No Relevance Culture Partners Values Process No Execution No Direction Positioning Needs/Wants Benefits No Capability Experience Product/Service Advocacy Support MediaBrand Community Customer Attention
  15. 15. Strong social content requiring discipline, focus passion and humility
  16. 16. #4 The Four F Words of Digital Media - Search Engine Exposure/Traffic - Awareness/recognition Get Found - Visibility - Market education - Improved Perception/PR Get Fame - Grassroots credibility/affinity - Pass along/viralness - Thought leadership - Leads/Revenues/Funding Get Fans - - Online community/ambassadors Word of mouth/referral - User generated content/support - Dialogue & Conversation Get Feedback - Ideas and innovation - Competitive Intelligence - Reviews/ratings/ testing
  17. 17. #5 Ideas and People Trump Technology #1 Conversation Worthy Idea/Concept* #2 Great Product/Brand #3 Customer Experience provided #4 The Audience who Participates #5 Culture/employees of a company #6 Method in which it interacts with its audience #7 Incentives for referral #8 Strong process #9 Creative/design used #10 Tools used /platforms builtSource: Agent Wildfire Buzz Report 2011
  18. 18. In the Trenches – the 7 Golden Rules of Social #6. It’s The Way You Do ItBe: Reciprocal Ethical Human Awesome Helpful Authentic Social
  19. 19. Content Quality vs. Quantity vs. Variety
  20. 20. #7 It’s What You Do – 76 Different Types of Online Conversation – Mix Them UpAcknowledge Promote Enquiry Service - Acknowledge receipt - Advertise - Ask a question -Answer aof something something - Respond to question- Issue an apology - Provide a criticism - Solicit comments- Project update/status discount/offer - Start a poll - Provide- Declare an official - Promote a - Post a quiz education/how-announcement contest/race tos/tutorials - Promote giveaways - Resolve issue - Call for action - Provide links to - Invite to an event additional - Put out a wanted resources ad - Reviews and - Post a case study advice - “Compare or - Checklists or contrast” review cheat sheets post - Share data and - Launch a stats product/feature
  21. 21. #7 – It’s What You Do - 76 Different Types of Online Conversation – Loosen Up News Broadcast Expression Commune - Publish a latest news - Distribute media - Express agreement - Give a shout outpost - Share links - Express criticism - Offer a greeting - Augment a previous - Share video/pics - Express support - Rally supportpost - Post a challenge - Express surprise - Recruit people- Give a heads up - Start a debate - Make a joke - Solicit help- Make a suggestion - Post interviews - Offer an opinion - Celebrate a- Make an observation - Share teaser to - Show dismay milestone- Provide “best of” list forthcoming news - Story telling - Dialogue with- Announce winners - Post presentations - Create a other people- Share latest research - Stream fun/parody post - Profile a fan- Celebrate a milestone webinar/screencast - Issue Controversy - What others are- Share latest - Automated plug-in - Post trivia sayingreports/findings posts -Share Infographic - Disclose personal- Event recap posts - Post long-form information- Curated archives of editorial - Share influencer’spast wk./mth./year - Predict trends posts- Back story coverage - Personal anecdotes - Guest posts
  22. 22. #8 - CONTENT FREQUENCY –If the Customer is King, then Content is Queen Activity per Great Good Minimum Month Blog Posts 30+ 15 8 Tweets 400 200 100 Facebook Posts 180 60 30 Video 12 4 1 Email 8 4 1
  23. 23. #9 …AND DIGITAL ENGAGEMENT IS ABOUT TELLING, SHARING & BUILDING STORIES.http://stories.twitter.com/ http://stories.facebook.com/
  24. 24. MILCC is Good
  25. 25. #10 Roadmap for Maintain a Wikibrand• Measurement/Monitoring/Insight  Engagement/Valence > Scale, Dashboard, 20/40/40 rule• Internalizing Success  Celebrate Milestones, Share Stories, Guest Contributors• Life Stage Management  Report monthly/Experiment quarterly/Plan Biannually• Community Management  Existence of Policy/Governance/Triage/Training/Top 10 Scenarios• Culture Change  Digital engagement – Top 5, Executive Championship, Employee %
  26. 26. #11 Digital Deafness, Muteness and Blindness are #1,2 and #6 biggest sins Source: Agent Wildfire 2010 Buzz Report
  27. 27. There is no silver bullet to measurement
  28. 28. Three Types of Measurement Questions Resistance Questions Business Questions Analysis Questions
  29. 29. #12 The Jeremy Lin Measurement Axiom- The more you use it, the more you prove it
  30. 30. #12 Measurement - You Need to Roll Your Own Social Media Benefits – Risks Value = ---------------------- (vs. objective) Cost
  31. 31. A MILDADMONISHMENT
  32. 32. Social Media Needs To Grow Up The Evolution of Engagement/Social1998-2001 2002-2004 2005-2006 2007-2008 2009-2011 2012- ??? What is it? Should we How do How do we do it? we test it? make it core?
  33. 33. A caveat ahead of time...“We are horrible at this”
  34. 34. Are you digitally buff?
  35. 35. Are You Digitally Buff? Offence • Content/Campaigns • Social media/networks • Influencer outreach/paid media Midfield • SEO/search marketing • Community management/moderation • Mobile/Apps Defence • Metrics/Analytics • Org. Integration/Culture • User experience/design • CRM/eCommerce • Hosting/platform software
  36. 36. Really?“What’s the ROI of putting on yourpants every morning?” Scott Monty, Ford Head of Social Media
  37. 37. Proportion and Expectations?
  38. 38. “Baseball thinking is medieval, they areasking all the wrong questions…Using stats to reread them, well find the valueof players that nobody else can see. Becauseeveryone else in baseball under values them.Like an island of misfit toys.”
  39. 39. The communication, collaboration and socialmedia underrated list: ➷Content ➷Community ➷Insight ➷Influence
  40. 40. The communication, collaboration and socialmedia overrated list: ➹Consistency ➹Satisfaction ➹Fans/Followers
  41. 41. Let’s be honest, we need to change and get better…
  42. 42. “It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” Charles Darwin
  43. 43. FORESIGHT –MAPPING THE NEXT 4 YEARS
  44. 44. I want to map the digital, cultural,marketing and media genome….let’stalk about trends that will bite usFordHead of Social Media
  45. 45. Insight and Foresight VS.
  46. 46. The world is a blur I…social
  47. 47. The world is a blur II…products.
  48. 48. The world is ablur III…politics.
  49. 49. The world is a blur IV…technology.
  50. 50. The world is a blur V…internet time?
  51. 51. WHO PREDICTED:• TIM TEBOW• THE ARTIST• RIM’s UTTER COLLAPSE• PINTEREST
  52. 52. Warning Signs You are reading bad headlines about yourself or companies like you Your sales, followers and customer satisfaction scores don’t line up People are not spending time with you Your followers and comments have plateaued or reversed Executives are spending way to much time on the inside/defending You are laughing at an innovative competitor You are the last brand to join a new network You can imagine a different world w/o much friction
  53. 53. I am going to spend a long time in thefuture…
  54. 54. Agent Wildfire/Wikibrand’s 3rd Annual Buzz Report Survey“My business may not survive over the next 10 years if we dont act swiftly to technology/digital culture” 69% agree/strongly agree
  55. 55. The Business Genomeapproach meets Social, Digital, Local, Marketing, Media
  56. 56. Implication to a to Implications Digital/Social Media Practitioner • More strategic impact • Bigger dent on culture • Stronger initiatives • Better communities • Longer sustainability • Better use of technology/superior Content
  57. 57. The Top 13 Trends That Will Change Your Digital Life
  58. 58. The Top 13 Trends That Will Change Your Digital Life
  59. 59. 1. Experience – Friction-Free Awesomeness
  60. 60. 2. Entertainment – Lovely Looking, Casual and Social
  61. 61. 3. Curation – Beautiful, Wall-able, Visual Filter
  62. 62. 4. Connection– Accessible, Contextual, Always On
  63. 63. 5. Innovation – Blurring the Line Between Real and Virtual
  64. 64. 6. Speed – Faster, Responsive,Chaotic, Predictive
  65. 65. 7. Efficiency – Real Time, Action-driven, Effortless, More w/ Less
  66. 66. 8. Freedom – Untethered, Uncommitted, Flexibility
  67. 67. 9. Customization – Where I Want It, When I Want It, How I Want It, Now
  68. 68. 10. Collaboration – No Longer Play, Solving Problems, Impacting Lives
  69. 69. 11. Authenticity – Genuine, Real Deal Stuff
  70. 70. 12. Value – Net Zero Game Demand Leaner and Flexibility
  71. 71. 13. Globalization – Border Free and Going East
  72. 72. CounterTrends – Follow the Money, Privacy and Overload
  73. 73. Moneyball Knows IIReframing the Game“Your goal shouldnt beto buy players. Your goalshould be to buy wins. Inorder buy wins, you needto buy runs.” Takeaway: - See past the tool and tactic - Don’t try to solve existing problems, look beyond for solutions and content
  74. 74. Where will we be…
  75. 75. Q&A Contact us:Twitter: sean@wiki-brands.com@wikibrands @seanmoffitt

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