WikiBrands - Sean Moffitt

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Presentation at Social Media Camp 2011 by Sean Moffitt author of WikiBrands

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  • WikiBrands - Sean Moffitt

    1. 1. Wikibrands <br />– Reinventing Your Company in a Customer-Controlled Marketplace -<br />June, 2011Social Media Camp - Victoria<br />@wikibrands<br />#smcv11<br />Sean Moffitt <br />@seanmoffitt<br />
    2. 2. Three reasons I love SMCV11…<br /><ul><li>Trending last year…
    3. 3. Passionate community and great Wikibrand practitioners
    4. 4. Payback for Fellow Movember Mo Bros </li></li></ul><li>Who is Sean Moffitt….<br />Just A Blonde Guy With a Cause<br />Day Job – President, Agent Wildfire Night Job – Author, Wikibrands<br />
    5. 5. My Humble Contribution – Wikibrands<br />Published by McGraw-Hill (2011 Launch) <br />Twitter: @wikibrands<br />Website: www.Wiki-Brands.com<br />Richard Florida, Best Selling Author,<br />“A must read for business leaders”<br />Don Tapscott, Digital pioneer and author, Wikinomics<br />“This is an important, perhaps seminal book”<br />
    6. 6. How do the top 100 organizations put their “social customer pants” on in the morning?<br />Wikibrands – (noun/verb)<br />The new currency for today’s marketplace:<br /><ul><li> Customer participation
    7. 7. Social influence
    8. 8. Digital engagement
    9. 9. Word of mouth
    10. 10. Online community
    11. 11. Grassroots marketing
    12. 12. Connected media
    13. 13. Member collaboration
    14. 14. Awesome content
    15. 15. Great user experience</li></li></ul><li>A Premium Brand is Now a Mark of Participation<br />Wikibrands - A Rallying Cry -<br /> Participation is the New Business Currency<br />“Something you Want”<br />1950<br />“Something you Trust”<br />1910<br />“Something you Buy”<br />1850<br />“Something you <br />Participate In”<br />2010<br />“Something you Prefer”<br />1980<br />“Something you Love”<br />2000<br />
    16. 16. Wikibrands - Surfing the Social/Digital Paradox…<br />
    17. 17. ...A Demanding and Activist Customer Culture has Taken Over<br />
    18. 18. 9<br />Are You Ready <br />To Become Buzzing, <br />Wikibrand<br />Evangelists?<br />
    19. 19. The Tug of The Crowd – Learnings<br /><ul><li> Takes courage to start a wave
    20. 20. Safety and success in numbers
    21. 21. Pose a challenge, watch people rally
    22. 22. We do things for irrational reasons, often in groups</li></li></ul><li>Fact - The World is Not Created Equal…<br />Whether its business, products, services, motives, TV shows, people….<br />There is the “AWESOME” - 1%<br />There is the “GOOD” - 20%<br />There is the “BAD” - 20%<br />There is the “UGLY” - 1%<br />
    23. 23. The Awesome, The Good, The Bad, The Ugly!<br />Vancouver Canucks Aesthetic<br />The Awesome<br />The Good<br />The Bad<br />The Ugly<br />
    24. 24. Take Off Those Marketing Shackles…<br />We only Notice and Talk About Awesome (and Ugly)<br />Top 8 Differentiation Drivers<br /><ul><li> Unique
    25. 25. Dynamic
    26. 26. Different
    27. 27. Distinctive
    28. 28. Innovative
    29. 29. Visionary
    30. 30. Daring
    31. 31. Progressive</li></ul>Top 8 Value <br />Desirability Drivers<br />- High Quality<br />- Trustworthy<br />- Good Value<br />- Reliable<br />- Original<br /><ul><li> Simple</li></ul>- Fun<br />- Leader<br />Source: Y&R Brand Asset valuator<br />
    32. 32. So It is With Wikibrands…<br />The Engaged Business Heroes and Villains<br />92% Off<br />GroupOn<br />Spa Experience<br />Boutique <br />Agency<br />X<br />Banks<br />The Awesome<br />The Good<br />The Bad<br />The Ugly<br />
    33. 33. The Challenge Today<br /><ul><li>Arguments for/against Wikibranding
    34. 34. 6 Benefits to Wikibranding
    35. 35. The 10 Things to Get Right
    36. 36. Culture – Supporting It
    37. 37. FLIRT Model – Building It
    38. 38. MILC Model – Maintaining It
    39. 39. Summary Thoughts
    40. 40. Q & A</li></li></ul><li>Why Wikibrand Now?<br />What’s changed…<br />
    41. 41. The Awesome Reason– Media/Tech Shifts<br />Tech is Oxygen<br />Mobile<br /><ul><li> 5 billion people have access to Mobile</li></ul>Gaming<br /><ul><li>3 billion gamers in the world</li></ul>Dependency<br /><ul><li> 36% of us would rather give up sex than the internet</li></li></ul><li>The Awesome Reason – Media/Tech Shifts<br />The World is Connected and Engaged<br />1.5 Billion Social Networkers Globally<br />Facebook - 700 million, 1,000+ fans per page<br />Wikipedia – 265 million readers. 17 million articles<br />Twitter – 200+ million(wants to be 1 billion by end of 2013)<br />LinkedIn – 101 million, $9 billion IPO, 189 index on post-grad <br />YouTube - 144 million unique monthly visitors watch/292 minutes per month<br />Flickr – 45 million members/5.0 billion photos<br />Foursquare – 8 million mobile members/500 million checkins<br />Amazon – 650 million users annually, $24 billion sales <br />GroupOn – 50 million users annually, $2 billion sales<br />Spending 82% more time on social networks than they did last year<br />The 385x Grapevine - Facebook - 130 Friends/Twitter 190 Followers/LinkedIn 65 Colleagues<br />
    42. 42. The Good Reason- The Age of Real<br />Business is “Starting to Get It”<br />#1 The Need for Authenticity and Transparency - 42%<br />#2 The rise of social networks - 38%<br />#3 Increasing role of wireless/mobile - 35%<br />#4 Customers/people waning attention spans - 25%<br />#5 Media fragmentation - 22%<br />#6 Change in mass marketing effectiveness - 20%<br />Agent Wildfire -The Buzz Report, April 2010<br />
    43. 43. The Bad Reason – Facebook Fever<br />#1 -Competition is There<br />#2 – Agency/Guru/Ninja/Conference made a good pitch<br />#3 – Beta Test Hell <br />78% don't have an employee policy<br />More than ½ of top firms don’t have a strategy<br />Source: Commotion Study/Buzz Report<br />
    44. 44. The Ugly Reason– This is Cheap and Cool<br />Ah, Let the Intern/Mad Men Solve It<br />53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort.  <br />83% of executives believe their agencies need to radically transform to be more competitive in a wikibrand world.<br />Source: SNCR/Buzz Report<br />
    45. 45. Why Not Now? <br />
    46. 46. The Good Excuses? Bravo…<br />The Awesome<br />What unique value can I add?<br />We really do suck? E.g. employees hate working here<br />The Good<br />We have no time? Talent?<br />My CEO/executive/owner doesn’t get it?<br />
    47. 47. The Bad Excuses? C’mon really…<br />The Bad<br />I like my privacy? I hate losing control?<br />I can’t measure it?<br />The Ugly<br />My customer is not on the social web? Doesn’t care enough?<br />I can’t monetize it?<br />
    48. 48. If Lubricants, Scissors and Insurance Can Do It, So Can You<br />
    49. 49. Core Economic Reason -<br /> Engagement Sells<br />Engaged brands drive value +18%<br />Non-engaged brands decrease in value -6%<br />Source: Interbrand2010 Best Global Brands report<br />
    50. 50. Six Big Wikibrand Benefits<br />Brand Advocacy (Marketing)<br /><ul><li> Word of mouth
    51. 51. Referral/recommendation
    52. 52. Badging
    53. 53. Sales/traffic/revenue
    54. 54. Reduction in media budgets</li></ul>Most<br />Popular<br />
    55. 55. The Six Core Benefits to Wikibranding?<br />
    56. 56. Brand Advocacy - <br />Lululemon/Maker’s Mark– Ambassadors who buy in<br />
    57. 57. Six Big Wikibrand Benefits<br />Brand Perception (PR)<br /><ul><li> Awareness/exposure/SEO
    58. 58. Affinity
    59. 59. Empathy/respect
    60. 60. Lead industry conversation</li></ul>Earliest Reason<br />
    61. 61. Brand Perception – Campbell’s – Purpose –Driven Product<br />Nourish<br />
    62. 62. Six Big Wikibrand Benefits<br />Brand Support<br />(Customer service/operations)<br /><ul><li> Customer service
    63. 63. Education/ advice
    64. 64. Value-add experience
    65. 65. Lead industry conversation</li></ul>Most<br />Certfiable<br />
    66. 66. Brand Support <br />Intuit and Whole Foods<br />BtoB and BtoC Community Leaders<br />
    67. 67. Six Big Wikibrand Benefits<br />Brand Serendipity (HR/Corporate)<br /><ul><li> Stories/Inspiration
    68. 68. Corporate social responsibility
    69. 69. Galvanize employees
    70. 70. Traditional media interest</li></ul>Most<br />Unplannable,<br />But,<br />big gulp<br />Viral<br />
    71. 71. Brand Serendipity<br />Refresh Pepsi – The Good Guy Cola<br />35<br />
    72. 72. Six Big Wikibrand Benefits<br />Brand Content (Media/Customer Experience)<br /><ul><li> Co-innovation/solutions
    73. 73. User-generated Creative
    74. 74. User-generated content
    75. 75. Reviews/ratings</li></ul>Most<br />Lucrative<br />To<br />Business<br />
    76. 76. Brand Content<br />Doritos and Threadless – Crowdsourcing your Content<br />
    77. 77. Six Big Wikibrand Benefits<br />Brand Insight <br />(Research and Innovation)<br /><ul><li> Idea stimulus
    78. 78. Beta-testing
    79. 79. Market research/polling
    80. 80. Industry/competitive intelligence</li></ul>Most<br />Overlooked<br />
    81. 81. Brand Insight – <br />Starbucks– Learning from Your Customers<br />
    82. 82. The Recipe for Success?<br />..10 Factors<br />
    83. 83. #1 - A Culture Change is Required<br />MASS <br />MARKETING<br />DIRECT <br />MARKETING<br />WIKIBRAND<br />MARKETING<br />Control<br />Hype<br />Decisions<br />Features<br />Collaboration<br />Authenticity<br />Dialogue<br />Purpose<br />
    84. 84. There is a big difference between “Being Social”<br />
    85. 85. Versus “Doing Social”<br />
    86. 86. The Biggest WikibrandingSin<br />- Social Deafness -<br />Source: Agent Wildfire 2010 Buzz Report<br />
    87. 87. FOCUS– The 4 Legs of the Wikibrands Strategy Couch<br />
    88. 88. #2 – FOCUS – AGBU <br />Social/member needs > <br />Company needs (Intuit)<br />Passing the MOM Test<br />The social customer has 4 seconds… (Mint.com)<br />Lack of clear objective/too many objectives<br />Technology > Focus<br />
    89. 89. – Wikibrand Community Success Factors – <br />Top Ingredients<br />#1 - The customer/member experience provided Strat/Exec. <br />#2 - A conversation worthy idea/concept Strategy<br />#3 - Clear objective/mission/value statement Strategy <br />#4 - Expert moderation/dialogue management Execution <br />#5 - Great service/responsiveness Execution <br />#6 - A great product/brand Strategy<br />Source: Agent Wildfire 2010 Community Management Survey<br />
    90. 90. #3 LANGUAGE, CONTENT & OUTREACH<br />“do I like this/is there enough of this/can I identify with this/do they know me?”<br />
    91. 91. “It doesn’t matter what you say, if I don’t like the way you’re saying it” <br />James Cherkoff, Collaborate Marketing<br />
    92. 92. LANGUAGE – <br />If you wouldn’t say it in real life to a friend, don’t say it on the social web <br />
    93. 93. CONTENT– <br />If the Customer is King, then Content is Queen<br />Blog – Min. 3 posts per week<br /> - well-tagged<br />Tweets – Min. 4 tweets per day, well spaced apart<br /> - 50/50 conversation/distribution<br />Video – Min. 1 video per month<br /> - Embed in other things (blog, twitter, Facebook)<br />Email – Min. 1-4 newsletter per month <br />
    94. 94. OUTREACH – Some of these people are not like the others, <br />Forget 100,000 Followers, Start at Finding 1000 Real Fans<br />
    95. 95. The Influencers – They Know More, They Connect, They Adopt Earlier - Find Them<br />LOCAL<br />RAW SCORE<br />PROFESSIONAL<br />BY INTEREST<br />THE BEST BLOGGERS<br />
    96. 96. - Wikibrand Recruitment Tools -<br />Where to Find Your Fans<br /> Employees <br /> Twitter (or other microblogging platform) <br />Facebook<br /> Discussion Forums <br /> Traditional PR <br /> Dedicated Community Portal <br /> Conversion of website visitors <br /> Blogger Outreach <br />Source: Agent Wildfire 2010 Community Management Survey<br />
    97. 97. 4. INCENTIVES & MOTIVATIONS<br />“what’s in it for me?”<br />
    98. 98. Never Forget – Humans are Hard Wired Social Animals<br />56<br />
    99. 99. Why Do Your True Fans Join?<br />#1 - Social Connection<br />#2 - Shared Community Values/Culture<br />#3 - Expression/Creativity/Venting<br />#4 - Establishing influence with key decision makers<br />#5 - Access to Special Information/Advice<br />#6 - Appealing to Hobbies/Interests<br />#7 - Making a difference/to matter/support a cause<br />#8 - Novelty/Entertainment/Fun<br />#9 - Cultivating Reputation/Status<br />#10 - Mutualistic relationship (they win/you win)<br />Source: Agent Wildfire 2010 Community Management Survey<br />
    100. 100. 27 Community Incentives - Intrinsic<br />“The Feel Goods”<br />Fun & enjoyment<br />Creativity<br />Group effort/achievement<br />Learning<br />Better life/supporting cause<br />Challenge/competition<br />Satisfying curiosity<br />Wanting to make a better product<br />Meet people of similar interests<br />
    101. 101. 27 Community Incentives - Extrinsic<br />“The Look Goods”<br />Recognition by company<br />Access to exclusive resources<br />Ability to join VIP circle<br />Access to exclusive channels<br />Chance for wider Fame<br />Recognition by peers<br />Published leaderboard/ranking within community<br />Reputation building<br />A larger audience/stage<br />
    102. 102. 27 Community Incentives - Explicit<br />“The Get Somethings”<br />Invitation to Events<br />3rd party incentives<br />Customized/personalized treatment<br />Non-monetary rewards<br />Discounts<br />Points accumulation<br />Customer service<br />Information/advice<br />Cash rewards<br />
    103. 103. Kiva – Intrinsic, Extrinsic and Explicit Rewards<br />
    104. 104. 5. RULES, GUIDELINES & RITUALS<br />“what can/can’t I do here?”<br />
    105. 105. Rules - Kodak – Good Empowering Rules<br />Air Force – Good Prescriptive Rules<br />Experience Facilitation<br />Legal & Ethical Concerns<br />Employee Policies<br />Ownership Rights<br />Support, Training and Certification<br />Rituals/Customs<br />
    106. 106. Rules – The AGBU<br />Empowering/Aspirational (Kodak)<br />Short list/Top ten list (Intel)<br />Written in Legal-ease<br />Absence of rules/Changing rules<br />
    107. 107. 6. TOOLS & PLATFORM<br />“how and where does it work?” A home, neutral and away game…<br />
    108. 108. Have a Home, Neutral and Away Game<br />Away:<br />Social Networks<br />Sharing Sites<br />Other Blogs<br />Influencers<br />Neutral:<br />Brand Pages<br />Personal Profiles<br />RSS Feed<br />Facebook Connect<br />Home:<br />Website<br />Blog<br />Community<br />Forums<br />
    109. 109. The Home Game – Community Platform<br />EMC – Smart Customer-Driven Platform Choice – Criteria:<br /><ul><li>Type of Software/Language
    110. 110. Cost, Resources & Time
    111. 111. Customization
    112. 112. Scalability & Usability
    113. 113. Security & Ownership</li></li></ul><li>Community 101 - Amazon <br />– Programmed/Designed Wikibrand<br /><ul><li>Ratings and Reviews
    114. 114. Discussion Boards
    115. 115. Popularity Lists
    116. 116. Public Profiles
    117. 117. Follow Lists
    118. 118. Share to Twitter
    119. 119. Amazon Associates Widgets
    120. 120. Personal Recommendations
    121. 121. Listmania Lists (User Generated Best of..)
    122. 122. Gift Registry
    123. 123. Wish List
    124. 124. Communities
    125. 125. RSS feeds</li></li></ul><li>Community 201 - Threadless – <br />Crowdsourcing Wikibrand<br />
    126. 126. Community 301 - Mozilla Firefox<br />Community Owned Wikibrand<br />
    127. 127. Some rooms you…<br />Entertain<br />Play<br />Learn<br />Create<br />Escape<br />Converse<br />
    128. 128. …so it is with social media<br />Buy<br />Play<br />Entertain<br />Create<br />Learn<br />Escape<br />Converse<br />
    129. 129. The Away Game Tools - The Core 10 for a Business<br /> Tool Metaphorical Room Organizational Benefits<br />Facebook - “The Living Room” - Ubiquity, Socialness, Integration<br />LinkedIn - “The Office” - BtoB, Deals, Professional Community<br />Twitter - “The Front Porch” - Trends, Viralness, Launches<br />Blog - “The Garden” - News, Comments, Feeds, SEO<br />Community Site – “The Pool” - Fans, Deep Engagement<br />YouTube - “TV Room” - Entertainment, Previews, Video<br />Email Provider – “The Mailbox” - Outbound, Connection, Fans<br />Flickr - “The Gallery” - Photos, Artists, Celebrity<br />Wiki - “Workshop” - Collaboration, Fan community<br />Slideshare – “The Library” - Thought leadership, Trends, Ideas<br />
    130. 130. The Away Game - Kraft <br />- The Tools of Word of Mom<br />
    131. 131. 7. COMMUNITY MANAGEMENT<br />“who will lead the conversation?”<br />
    132. 132. You can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love<br />
    133. 133. Community Managers – <br />The Social Web’s Best Party Host<br />
    134. 134. Top Tasks of Community Managers<br />Communication <br />Content Creation <br />Company/brand evangelism<br />Member/Customer support <br />Ongoing Facilitation <br />Metrics Reporting <br />Event Host <br />Community Evolution/Feature Development <br />Internal Rallying Cry <br />Community Administration <br />Member Recruitment/Crowdsourcing<br />Source: Agent Wildfire 2010 Community Management Survey<br />
    135. 135. Top Skills of Community Managers<br />Leadership/charisma <br />Diplomacy/Patience <br />Customer/member empathy <br />Persistence <br />Social/Networking <br />Communication Skills <br />Technology Skills <br />Passion for company/brand <br />Change Agent <br />Creativity <br />Leads the lifestyle of the customer <br />Source: Agent Wildfire 2010 Community Management Survey<br />
    136. 136. 8. LIFE STAGE OF THE COMMUNITY<br />“when do we need to adapt?”<br />
    137. 137. The Life Stage of Social Media/Community<br />Milestone achievement<br />User generated content<br />Incentives materialized<br />Mass supported<br />Expected cycle of activity<br />Expansion<br />Broadened focus<br />Company culture change<br />Self-governance<br />Tiered membership<br />Fresh produced content<br />Highlight contribution<br />Incentives pitched<br />Networked <br />Seeded audience<br />
    138. 138. Life Stage Management – The AGBU<br />Experiment Quarterly (Threadless)<br />Reinvent every 2 years (Dell)<br />Not monitoring/moderating daily <br />Not reviewing weekly <br />
    139. 139. 9. METRICS, MEASUREMENT, <br />INSIGHTS & ROI<br />“what do we measure and look for?”<br />
    140. 140. Social Media Measurement - No Silver Bullet Formula<br />
    141. 141. Different Brand Yardsticks<br /><ul><li> Measure The Applause, Not the Attendance
    142. 142. Try many small testable experiments
    143. 143. Have goals, track over time </li></li></ul><li>10. INTERNSALING THE<br /> CHANGE<br />“how will we be changed?”<br />
    144. 144. Zappos – Living the Core Values<br />87<br />
    145. 145. Organizational Change – The AGBU<br />Have Social Become Part of Your DNA<br />(Best Buy)<br />Host Ideajams (IBM)<br />Don’t celebrate milestones/keep social out in the cold<br />Don’t build organizational capability/outsource all expertise<br />
    146. 146. Or When in Doubt, What Would Charlie Sheen Do…<br />
    147. 147. I. Go Ahead, it’s OK to FLIRT<br />Focus<br />Language and Content<br />Incentives, Motivations and Outreach <br />Rules, Guidelines and Rituals<br />Tool and Platforms<br />
    148. 148. 91<br />Core Belief<br />II. Buzz and word of mouth engagement is the art of the “unexpected surprise”<br />
    149. 149. III. Get Some Rules, and Participate <br /><ul><li> The First 5 Days</li></ul> (64 hours)<br /><ul><li> Each Day</li></ul> (30 minutes/day)<br /><ul><li> Every month</li></ul> (10 hours/mth)<br />
    150. 150. IV. Find Your Real Hardcore Fans<br />Invite them into The Front Row or On Stage<br />
    151. 151. V. Getting Engaged is Not a Fling It’s a Commitment<br />Top 5 Wikibrands<br />Support/Maintain Elements:<br />Culture<br />Life Stage Planning/Development<br />Internalizing Wikibrands <br />Community Management<br />Measurement/Metrics<br />
    152. 152. VI. Prediction – In the Year 3000…<br />“YouTube, Twitter and Facebook will merge and be an uber social network “YouTwitFace”<br />
    153. 153. We’re just not very good at this world…yet<br />There are Exceptions! Only 5 Conventional Brands in Top 200 Followed Twitter accounts<br />#111<br />#135<br />#181<br />#185<br />#189<br />Whole Foods<br />Zappos<br />Jet Blue<br />Threadless<br />Dell<br />
    154. 154. Invite Us Back, Love Us, Tell 20 People..<br />Twitter:<br />@wikibrands<br />Facebookpage and 6 other social extensions<br />Become an ambassador<br />Contact me:<br />smoffitt@agentwildfire.com<br />
    155. 155. Let’s Start The Conversation…<br />Inquire: smoffitt (at) agentwildfire.com<br /> @seanmoffitt<br />Phone: 416-255-4500<br />URL: www.AgentWildfire.com<br />Blogs: http://BuzzCanuck.typepad.com/<br /> www.spreadslikewildfire.com <br />Explore: The Buzz Report (e-newsletter)<br /> Signup at www.AgentWildfire.com <br />Learn: Executive Seminars<br />

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