Presentation in Toronto by Sean Moffitt - Wikibrands www.wiki-brands.com on Creating Buzz, Word of Mouth and Evangelism and Engaging Influencers

1. Word of Mouth Marketing: Creating Buzz and Engaging Influencers October 2011Social Media Masters Toronto @wikibrands #smm2011 Sean Moffitt @seanmoffitt

2. Who is Sean Moffitt…. Just A Blonde Guy With a Cause Bad US Soccer Perception Bad Chefs Bad Spies Bad Marketing and Digital Practice Bad British Cuisine Bad Bay Area Hoods Bad Defensive Secondaries

3. Agent Wildfire – Canada’s Word of Mouth People

4. We Word of Mouth (WoM) with these Influencers…

5. Wikibrands - 2011 Booklist Business Book of the Year Published by McGraw-Hill (2011 Launch) Twitter: @wikibrands Website: www.Wiki-Brands.com Richard Florida, Best Selling Author, “A must read for business leaders” Don Tapscott, Digital pioneer and author, Wikinomics “This is an important, perhaps seminal book”

6. A Premium Brand is Now a Mark of Participation Wikibrands - There’s a new currency on how brands build business… “Something you Want” 1950 “Something you Trust” 1910 “Something you Buy” 1850 “Something you Participate In” 2011 “Something you Prefer” 1980 “Something you Love” 2000

8. Grassroots marketing

9. Social influence

10. Customer participation

11. Digital engagement

12. Online community

13. Connected media

14. Member collaboration

15. Awesome customer experience

16. Distributed ContentEquals success in business

17. Forget Marketing’s 4Ps… Embrace the Wikibrand 13Es Mission Drivers Would you recommend my brand to a friend or colleague? Well would you? Advanced Drivers Effiliation Experience Premium Drivers Equity Ennovative Entimate Entertainment Basic Drivers Education Entegrity Exposed Exchange Esthetics Company-driven User-driven

18. Web WoM leads the way Believe word of mouth is credible 63% 56% 55% 39% 58% 50% 49% 35% Likely to pass along brand conversations to others Likely to purchase based on brand conversations Likely to seek out information based on brand conversations Word of Mouth Social Media Social Business Source: Keller Fay, 2010

19. “Facebook is Ringo, Social Media is George, Word of Mouth is Paul, but Social Business is John” Social Business 105M Word of Mouth 55M Social Media 14M 11M

20. Big Caveat: Technology and tools are less than 20% of the deal “The diffusion of innovation is based more on sociology and psychology than on technology.” Everett Rogers, 1962- The Diffusion of Innovations

21. The 4 Laws of the Social ‘Net and WoM Socialness Authenticity Customer-ness Awesomeness

22. The 1st Law of the Social Net - Awesomeness “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 #939 Hot cream and a straight razor on your neck at the barber shop #983 That pile of assorted beers left in your fridge after a party

23. The 1% Fact - The World is Not Created Equal… Whether its business, products, services, motives, TV …. There is the “AWESOME” - 1% There is the “GOOD” - 20% There is the “MEH” - about 60% There is the “BAD” - 20% There is the “UGLY” - 0.5%

24. What’s awesome in Your World? October WoM

25. Who were #1, #2 and #3 people to fly across the Atlantic?

26. The Law of Awesomeness Online Only 0.9% of Facebook Users have… More than 500 friends Only 1.5% of Tweet conversations… Are three levels (replies) deep

27. In a Wikibrand World - Act different, be different, think different Top 7 Things That People Talk About YOUR Brand Unique Dynamic Different Distinctive Innovative Visionary Daring Source: Y&R Brand Asset valuator

28. The 2nd Law of the Social Net - Socialness "Prosocial behavior is an essential component of health and happiness in human beings” Robert Kloninger. Professor of Psychiatry , Author of Feeling Good, The Science of Well-Being 19

30. To Connect (Facebook)

31. To Make Sense of the World (Wikipedia)

32. To Reduce Risk & Uncertainty (Amazon)

33. To Benefit Economically (eBay)

35. Me in 1992 Me in 2011 150 4000 150 X 12 X 170 X 12 5000 20000 X 500 X 170 5000 5000 X 170 X 190 900 X 40 1800 People Strength 8.4 Million People Strength

36. Only in Canada, Pity! Ranked #1 Online penetration–79%/26.7 million Canadians online Online usage–average 43.5 hours online per month Online video– 251 videos/17.2 viewing hours per month LinkedIn usage - 15% of online Canadians use Gaming – spend 4.5 hours each week Ranked in Top 10 Social media Use– 70% use social media; ½ everyday Facebook usage–#4 worldwide/82% of online Can. Twitter usage–#6 worldwide/18% of online Can. Smartphone usage – 33% of mobile users Social media age breakdown – usage is younger-skewed but broad spread, 18-34 {86%}, 35-54 {64%}, 55+ {43%} Mobile Usage – there are 24+ million Canadian mobile subscribers . - Source: comScoreeMarketer/Ipsos Reid/Nielsen

37. The 3rd Law of the Social Net - Authenticity “In a world of incressingly paid-for experiences, authenticity is what we increasingly crave from each other and our brands. Joe Pine, Author of Authenticity and The Experience Economy

38. You don’t “Do, Kill, Buy, Trade in Social, YOU BETTER BE AND LIVE IT”

39. A Genuine Culture Change is Required MASS MARKETING DIRECT MARKETING SOCIAL INFLUENCE MARKETING Control Hype Decisions Features Collaboration Transparency Dialogue Purpose

40. Top Reasons – Social Media Why Now Business Executives? #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 2010

41. Successful or Not?

42. The 4th Law of The Social ‘Net – Customer-Ness The way to gain a good reputation, is to endeavor to be what you desire to appear. Socrates

43. This is What Today’s Customer Wants

44. Customer Experience Reigns - Who Knows Better Than Your Customer - Executives who believe the Customer Experience is the new battleground - 95% Executives who believe they are delivering a positive customer experience - 80% CUSTOMERS WHO AGREE - 8%

45. Great Brands Are Like Great Sports Teams…

46. Sports teams put their fans to work…

47. The best brands treat customers like valued fans Scout/ Mystery Shopper Thinktank/ Sounding Board Turning Users, Customers and Consumers User Customer Consumer Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters Collaborator/Producer Community Member/ VIP Insider Brand Fan Evangelist/ Ambassador/ Advocate Seeded Adopter/ Beta Tester Into True Fans, Community Members, Advocates, Ambassadors and Evangelists AdvisoryCouncil/ Cause Torchbearer

49. Where to Start with WoM and Buzz?

50. Elwood:Er.. what kind of music do you usually have here? Claire: Oh, we got both kinds. We got Country, and Western.

52. Brand Community

53. Collaboration / Co-Creation

54. Buzz

55. Viral

56. Social Media

57. Influencer Marketing

59. Grassroots/ cause marketing

60. Experiential

61. Pass along Referrals

62. Recommend-ations- Social Influence Visual- Intersection Consulting

64. What are the biggest elements to WoM? Tools used /platforms built? Customer Experience? Audience who participates? Incentives for referral? Great Product/Brand? Conversation Worthy Idea/Concept? Strong process? Culture/employees of a company? Creative/design used? Method of interaction?

65. Top 10 Ranked WoM Elements Great ideas that spread are rare and valuable #1 Conversation Worthy Idea/Concept* 36 triggers #2 Great Product/Brand #3 Customer Experience provided #4 The Audience who Participates* 6 types #5 Culture/employees of a Company #6 Method in which it interacts w/ its audience 30 tips #7 Incentives for referral #8 Strong process* 8 steps #9 Creative/design used #10 Tools/platforms built* 15 tools

66. W F I I L R D E Process Agent Wildfire – an 8-step WILDFIRE playbook WOM OVERVIEW: WILDFIRE Fan the Flames Rebroadcast content, expand referral, share testimonials What the Big Idea? Buzzworthy, Spreadable, Repeatable, Visual, Online/Offline Incubate the Conversation Ongoing dialogue, moderation, content and incentives Influencer Recruitment Find, connect and invite the connected, savvy opinion leaders Research and Insight Monitoring, feedback, analysis, adjustment and action Lay the Foundation Develop the platform, forum and tentacles for content and activity Expansion Fuel larger geography, portfolio, activity, features and/or scope Deliver an Experience Online, cause-related, event, incentive or VIP experience

67. 7 Owned WoM Tools – Your Home Game WOM OVERVIEW: WILDFIRE Monitoring Tools Social Dashboard Online Community Wiki/ Collaboration Blogs Apps Email Awareness Perception Targeting Traffic/SEO User Content Engagement Purchase Referral Evangelism Thought Leadership Measurement 1 1 2 1 2 1 2 3 2 1 3 1 1 1 2 1 2 1 2 3 1 2 3 3 2 3 3 2 3 2 3 3 3

68. 8 Shared WoMTools – Your Away Game WOM OVERVIEW: WILDFIRE Social Bookmarks Location based Ratings/ Forums Photo Sharing Awareness Perception Targeting Traffic/SEO User Content Engagement Purchase Referral Evangelism Thought Leadership Measurement 1 3 2 2 3 1 3 1 1 1 1 2 1 2 3 3 2 1 1 2 3 2 3 2 3 3 2 3 2 1 1 2 3

69. Some of these people are not like the others….The Influencer Matters

70. 1690 – John Locke "We are like chameleons, we take our hue and the color of our moral character, from those who are around us.”

71. 1844 – Ralph Waldo Emerson "Who shall set a limit to the influence of a human being?" "The best efforts of a fine person is felt after we have left their presence.”

72. 1991 – Geoffrey Moore “This consumer is part of the herd. They're word-of-mouth creatures ... They're asking their friends and colleagues, 'Are you using that camera yet? Me, neither.' But if they ask around and people say, 'Yeah, I use it all the time,' then they'll rethink and try it out.”

73. 2002 – Malcolm Gladwell The Law of The Few: “The answer is that the success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”

74. 2008 – Seth Godin “The new opportunity is that it's easier than ever to find, organize, and lead a tribe. The Web has enabled an explosion of all kinds of tribes -- and …created a shortage of people to lead them. This is the growth industry of our time.”

75. The open web has not reduced, but instead, exposed the importance of influencers….

76. Influencers Answer Questions 0.7% of Wikipedia users edit… 50% of the articles 1.7% of Wikipedia users author… 70% of the articles

77. Influencers Stay on Top of What’s Current 2.2% of Twitter users account for… 58% of the tweets 1.7% of Twitter users have … More than 1,000 followers

78. Influencers Fan, Poke, Pic, Share… 0.7% of Facebook pages have… More than 100k fans 8.7% of Facebook Users … Update their status daily

79. Influencers Hire and Network 0.8% LinkedIn members … Visit each day 1% of LinkedIn members… …are responsible for 34% of the site’s traffic

80. Influencers Generate Lots of Content High authority bloggers post … 300x more frequently than low authority bloggers Only 9% of top blogs… Get over 10,000 visitors per month

81. Influencers are Big Online 13.8% of online population… …create 80% of the online influence posts 6.2% of online population… …create 80% of the online influence impressions

83. Influence ≠ Followers

84. Influence ≠ Popularity

85. Influence Can’t Be Peddled

86. Influence is Interest Specific

87. And now we can provide the raw evidence

89. Should we care? Why do we care?

90. Influence Benefits - “Helping Grow Stuff…” Brand Advocacy - as a marketer, Influencers are your “people market” multipliers Brand Buzz- as a media person, Influencers are a grassroots complement and amplifier Brand Perception – as a PR person, Influencers are game-changing allies

91. Influence Benefits- “Helping Build Stuff” Brand Content – as an agency or innovator, Influencers are potential creative partners and crowdsourced sources of solutions and ideas Brand Insight - as a researcher or innovator, Influencers are a savvy alchemy of outsider wisdom and feedback Brand Support- as an organization, committed Influencersare extraordinarily effective and valuable brand ambassadors and customer service agents

92. The marketing influence model is being turned upside down

93. Influence is not Distributed Equally…

94. Spreading messages effectively on the social web happens in two steps … The Crowd The Influencers

95. You can’t chase everybody… “The suggestion that a firm merely needs to participate in a conversation is a little naive. Microsoft was mentioned 2.5 million times in the blogosphere the previous year, and we have eighty-nine thousand employees. How can you realistically be expected to operationalize a response to all of them?”

96. Why are they so damn valuable?

97. E C S R Four sources of Influencer power x x x = Reach Exposure Credibility Suasion

99. More colleagues and associates

100. More affiliations to groups of interest

101. More links to other influencers

103. Adopt earlier/pay more attention to trends

104. Make sense of the world more easily

105. More prolific content production

107. More authoritative

108. Honest and care

109. Relevant and Timely

111. Likability

112. Reciprocation and involvement

113. Expressiveness/strong communication

115. The Influencers – Word of Mouth Powerbrokers

117. …the back of the Influence Curve “The Message Credibility” – 3.6% of population - Gatekeepers, Databanks, Authorities, Filters, Gurus, Torture Testers, Filters “The Message Magnets” 0.8% of the population - Endorsers, Mega Hubs, High Priests, Fame Magnets, A-Listers “The Message Spreaders” - 1.8% of population - Organizers, Sneezers, Bees, Social Glue, Converters, Chatterers, Promiscuous, Connectors

118. Get your influencers in the right sequence…

119. Find Your Real Hardcore Fans Invite them into The Front Row or On Stage

120. Why We Word of Mouth? 36 Reasons

121. The Short Version - The Three Basic Reasons Why Ideas Spread through Word of Mouth “It’s Who THEY Are” “It’s WHAT You Do” “It’s Who YOU Are” 10 Audience Attributes 15 Buzz Firestarters 11 Inescapable Traits

122. THE BUILDING BLOCKS OF WORD OF MOUTH – THE 36 REASONS WHY PEOPLE BUZZ - The Brand/Product The Experience The Person Intrinsic-ally Motivated Passionate About the Topic Rallying Cry Authentic Altruistic Intimacy Likable Influence Involved/ Committed Brand Experience Trustworthy Logo Lovers Tight Boundaries Extrinsic-ally Motivated Ritualistic Social Currency Edgy Social Brokers Network Effects Innovative Feedback Seekers The Best At What You Do Memes Self-Expressives Easy to Talk About Visibility Remarkable/ Outrageous Ego-Driven Scarcity Explicitly Motivated Fame Expertise Knowledge Seekers Sensory Bite-Sized Participation ReciprocityDealers Liberating/ Problem Solving VIP treatment/ Customization Rewards $$

123. The Who

124. # 1 – Passionate about The Topic # 2 – Logo Lovers # 2 – Logo Lovers "Life is either a daring adventure or nothing. – p.s. just survived an intentional parachute failure at 10,000ft” Tactic: Publish Manifesto (Naked Pizza) /Employee Blog (Graco)

125. # 2 – Logo Lovers “D’OH! The Simpsons’ effect on TV is like the Beatle’s effect on music. We will buy them until they have nothing left to do.” Tactic: Build Community (JetBlue TrueBlue)/ Use video sharing/Host user-generated video contest (Nike The Chosen)

126. # 3 – Knowledge Seekers “Just another day of blowing something up” Tactic: Topic-based blogs/Aggregated Advice (Mint.com/ Amex Open Business Forum)

127. # 4 – Social Brokers “You wanna hug it out?” Tactic: Host events/organize groups/tiered membership and roles/team wearables (Canadian Breast Cancer)

128. # 5 – Altruistic “Move that bus!” Tactic: Personal Appeal /Meetups (Wikipedia fundraising /Wiknics)

129. # 6 – Involved / Committed “We're not the only people on this island and we alllllll know it!" Tactic: Meritocratic communities/Challenges/Milestone Celebrations (Mozilla Firefox)

130. # 7 – Seeking Feedback "What does that mean when the fitness instructors are ahead of the mayors?" Tactic: Beta test Influencers (Lululemon)

131. # 8 – Ego Driven “Show me someone without an ego, and I`ll show you a loser.You’re Fired.” Tactic: Social dashboards/leaderboards/gaming (Empire Avenue)

132. # 9 – Reciprocity Dealers “But we can only offer this level of programming with your help.” Tactic: Affiliate/crowdsourcing revenue sharing (Amazon)

133. # 10 – Self – Expression “SOME PEOPLE THINK BEAUTY IS SOMETHING YOU'RE BORN WITH......AND NOT SOMETHING YOU CAN CREATE......HOW NAIVE!!!!” Tactic: Crowd designing platform/challenges/themes/profiles (Threadless)

134. The What

135. # 11- Social Currency Tactic: First to know/Top Stories/Trendwatch (Gawker/Gawker Stalker)

136. # 12- Brand Experience(s) “I think it’s really down to the wire, and we’re afraid we’re last.” Tactic: Testimonials/Employee Flipcam Profiles/CEO blogs/Publish Core Values (Zappos)

137. # 13 – Fame “I genuinely believe with all my heart that we have found (a worldwide star) with you.” Tactic: Customer competition/Performance stage (Squad 6) 15 Minutes of Fame (Maynards)

138. # 14 – VIP Treatment / Customization “Sophie gets what Sophie wants and Sophie is always right” Tactic: Front of the line Incentives/exclusive access/updates (American Express)

139. # 15 – Scarcity ” Watch out—I’m coming to town and I can’t bring all my friends, so I’ve decided to look for a new BFF. I need a best friend who is hot, who can keep up with me, and most of all, who is real and won’t be a backstabber.” Tactic: Restricted access/gifting (Google Gmail / +1)

140. # 16 – Influence “You can only vote for him, you can't actually adopt him. Call now." Tactic: Collaborative innovation/fan clubs/meet employees (Lego)

141. # 17 – Intimacy “Will you accept this rose?” Tactic: Twitter time response/local venue and interest-specific social hubs (Whole Foods)

142. # 18 – Visibility “The top 10 CNN heroes -- remarkable everyday people changing the world -- were revealed by CNN's Anderson Cooper. All were nominated by CNN viewers inspired by their hard work and commitment.” Tactic: Identity embeds itself into product/packaging (Maynards)

143. # 19 – Tight Boundaries “Yeah, I'm obnoxious, yeah, I cut people off, yeah, I'm rude. You know why? Because you're busy. “ Tactic: Vetted member only access/Launch parties/Special deals/niche labels (The Gilt Groupe)

144. # 20 – Rallying Cause “And remember you can make a difference” Tactic: Matching Incentives/Partnerships/Product Badging/Bold Targets/Red Friends (Join Red)

145. # 21- Rewards “DEAL OR NO DEAL” Tactic: Group-based deals /Countdown clocks /real-time feedback/Social Integration/referral incentives (GroupOn)

146. # 22 – Expertise “So now America, with an open heart and an empty stomach, I say unto you in the words of my uncle: Allez cuisine!” Tactic: Well-curated forums /multiple communities /answered vs. unanswered questions/Grant compeitions (Intuit)

147. # 23 – Bite-Sized Participation “There’s no such thing as 110%. It stops at 100.” Tactic: Petition wall /matching donation wall (Sharpie)

148. # 24 – Network Effects “Books were my pass to personal freedom. I learned to read at age three, and soon discovered there was a whole world to conquer that went beyond our farm in Mississippi.” Tactic: Recently joined lists/ best members/interest-specific groups/live chat (Facebook)

149. # 25 – Memes “No soup for you! There was shrinkage! Man hands Vanderlet Industries! The bro and manziere. Happy Festivus. Yada, yada, yada.” Tactic: Label members, activities, objects, Chirp Conference, 85 word, Twitter Glossary (Twitter)

151. # 26 – Innovative "The following takes place between ??:?? and ??:?? pm" Tactic: Augmented reality, partner integration , local mapping, training routine, mixes (Nike Plus)

152. # 27 – Remarkable/Outrageous “What's the quickest you've ever knocked anyone out? 18 seconds including the ten-count. I think you're gonna break that today. “

153. # 28 – The Best At What You Do “That was unbelievable.” Tactic: Provocative demonstration/contextually relevant tests (Will It Blend)

154. # 29 – Authentic “This is NOT fashion camp!” Tactic: Authentic collaborators/product centric multimedia (Burberry – The Art of Trench)

155. # 30 – Liberating / Problem Solving “Dead body, Bonus!” Tactic: User generated uses/Advisory Council/Lists (Wd-40)

156. # 31 – Edgy “Move forward. This never happened. It will shock you how much it never happened” Tactic: Underground evangelism/targeted sponsorship (Pabst Blue Ribbon)

157. # 32 – Trustworthy “I understand that you want to make finance entertaining, but it's not a f***king game” Tactic: Link a cause/movement to your brand – link to purchase (Tom’s Shoes)

158. # 33 – Likeable “Just go up to somebody on the street and say "You're it!" and then run away.” Tactic: Don’t charge for extras/respond to people in real-time (Porter Airlines)

159. # 34 – Easy To Talk About “You’re engaged ?” Tactic: Making the invisible, visible and talkable online and offline (Movember)

160. # 35 – Ritualistic “The belief in a supernatural source of evil is not necessary. Men alone are quite capable of every wickedness.” Tactic: Fake history, strategy guide, faux rules, personality profiler (World Rock Paper Scissors)

161. # 36 – Sensory “Who will speak for Planet Earth?” Tactic: 3D Tours of Region (Nimmo Bay Lodge)

162. Summary - The 36 Reasons Why People Word of Mouth

163. 30 Hard-Won Tips to WoM The best preparation? The top ideas? The right squad? The golden touch? Avoiding the potholes? Building relationships?

164. #1-5 Live in the tribe …. - Find your lifestyle target, read their content, listen to their exchanges - Make a scouting report about their likes, dislikes and interest - Know who they hang with - Link to their content, credit their work - Go easy - Make a friendly first connection

166. Video chat

167. Phone call

168. Chat service (AIM, Skype)

169. E-mail

170. Facebook message

171. Facebook wall post

172. TweetAre you listening to me? Highest engagement Lowest reach Lowest engagement Greatest reach

175. Does it combine your brand traits, with motivating activities and a primed audience?

176. Does it max out on a few of the 36 reasons why people word of mouth?

177. Does the experience and follow up match the promise that’s been set up? Does your buzz have longevity?

179. Are you grabbing the right type and combination of influencer (tastemaker, trendspotter, opinion leader, expert, social ringleader, celebrity) at the right time and motivation?

180. Do they feel connected to your brand or mission for reasons beyond the freebie – social connection, shared values, ability to express?

182. Celebrate their talents and the new tribe they’re in

183. Let them know “why” they’ve been chosen

184. Involve them in what you’re doing, before you do it

186. Give them tools and forums to make their participation easy

187. Set up content so that is easily shareable and customizable

188. Thank them, regardless of outcome

190. Provide unexpected surprises along the way

191. Create milestones, celebrate upon achievement

192. Expand/tier/refresh circle of influencers over time

194. Let’s Start The Conversation… Inquire: sean (at) wiki-brands.com smoffitt(at) agentwildfire.com Phone: 416-458-2818 URL: www.wiki-brands.com Blogs: http://BuzzCanuck.typepad.com/ Explore: The Buzz Report (e-newsletter) Signup at www.AgentWildfire.com Learn: Executive Seminars