Social Business:Why Change is Imperative,Who’s Getting It Right,How They are Doing It andWhere Is It All Headed           ...
The Jason Bourne ofBusiness + Digital/Social + Marketing + Innovation
#intoronto                          #wikibrands                         @seanmoffitt                         @wikibrands  ...
Pithy Motivational Thought #1:
Pithy Motivational Thought #2:
Pithy Motivational Thought #3:
Pithy Motivational Thought #4:
Stand Up and be Counted…Who are the Kings & Queens of LinkedIn?        Stand Up (and keep standing) If:   You found your s...
“It is not the strongest of           the species that     survive, nor the most  intelligent, but the one        most res...
“In a connected world, power shifts to those        best able to connect.” Dov Seidman
The Power of a Network…             It is the dominant factor inobesity, smoking, loneliness, happiness, optimism and     ...
New Media Needs To Grow Up… The Evolution of Engagement/Social1998-2001 2002-2004 2005-2006 2007-2008 2009-2011 2012- ??? ...
The Golden Circle
#1 The World is a Blur
Change is Affecting Every Sector
The world is a blur…products and cameras.
The world is ablur…politics
The world is a blur…labour markets
The world is a blur …technology
The world is a blur …media
The world is a blur …razors
The world is a blur …socialization ofeverything
 The average lifespan of a companyis 15 years and dropping quickly… The average amount of jobs youwill have by 42 is ten...
We need to get comfortable with           change…
Awesomeness   Socialness   Authenticity   Customer-ness     #1 The Four Laws of the         Connected Internet
The 1st Law of the Connected Net #1 -                AwesomenessThere is only one thing in the worldworse than being talke...
Fact - The World is Not Created Equal…Whether its business, products, services, restaurants,TV shows, people….   There is ...
The Law of Awesomeness Online Only 14% of your Facebook posts ever …                      Receive commentsOnly 1.5% of Twe...
In an attention-starved world-Act different, be different, think different                          Top 7 Attributes That ...
The 2nd Law of the Social Net #2 - Socialness                                    3131
Six Human Instincts Why We Talk           To Survive                LinkedIn Jobs           To Connect                Li...
Me in 2012Me in the 90’s                    150    X 12    4500        X 170 150         X 12                    5000   X ...
The 3rd Law of the Social Net #3 -          Authenticity
A Culture Change is Required  MASS       DIRECT     SOCIAL INFLUENCEMARKETING   MARKETING     MARKETING
Top Reasons – Why Now Social Media?#1 The Need for Authenticity and Transparency -42%#2 The rise of social networks - 38%#...
The CEO Topspin –The Peters and Deborahs Get It           • 82% of people trust a             company more who has a      ...
The 4th Law of The Social ‘Net     – Customer-Driven
Customer Experience ReignsWho Knows Better Than Your Customer                           Executives who                    ...
The New Gen Y Benhaviours                                      Millen           Older                                     ...
#3 Living in the Age ofInfluence and Connection
Strong social content requiring discipline, focus             passion and humility
The Four F Words of Digital Media                      - Search Engine Exposure/Traffic                      - Awareness/r...
In the Trenches –The Way You Do It            It’s the 7 Golden Rules of SocialBe:       Reciprocal       Ethical       Hu...
#4 Great Engaged Brands                Visual Credit: Wetpaint
IBM, Mississippi State and Samsung  Connected Media Awesomeness
UFC and LululemonConnected Media Socialness
ING & John Henry Bikes,           Connected Media Authenticity”Full time social cat onsitepromoting and mostimportantly bu...
Nike+ CommunityConnected Media Customer-Driven
Kiva/MovemberConnected Media Donor Driven
#5 Great EngagedEmployment Brands
Brains on Fire –A Tribe of Transparent Believers
FreshbooksThe Passion Open Book
EMCThe Community Corporate
#6 Strategize For Success   THE FLIRT MODEL
6 Social Business Key WinsEarliest Reason –   Brand PerceptionMost Bankable –     Brand Support/Talent Most Lucrative –   ...
Get FLIRT y
Roadmap for Building a Wikibrand• Focus• Language/Content• Incentives/Outreach  • Rules/Guidelines/Training• Tools and Pl...
Forget Marketing’s 4Ps…       Embrace the Wikibrand 13Es                                                               Wou...
Content Quality vs. Quantity vs. Variety
#7.Keeping The Fires Lit     MILCC IS GOOD
Roadmap for Maintain a Wikibrand• Measurement/Monitoring/Insight• Internalizing Success• Life Stage Management• Community ...
There is no silver bullet to     measurement
The Jeremy Lin ROI Measurement Axiom- The more you use it, the more you prove it
The 11 Cs of Creating Community101 Broadcast  -   Communication/Content i.e. photo/video/albums/news  -   Competition i.e....
8. Avoiding The BigSins of Becoming a    Social Business
DigitalDeafness, Muteness, Directionless, Soullessness        and Blindness are biggest sins                             S...
9. The Future
“Baseball thinking is medieval, they areasking all the wrong questions…Using stats to reread them, well find the valueof p...
The Top 13 Trends That Will Change Your Digital                     Life
The Top 13 Trends That Will Change Your Digital                     Life
10. Let’s Get Personal
Be The Thoughtleader Where Your         Audience Lives
Make Your Content Sing
Harness Your 5, 50 and 500 Network                    Mentors/Collaborators (5)                    Top Professional Peers ...
Never Pass Up a Chance to Meet and Eat
Q&AEmail     sean@wiki-brands.comLinkedIn: ca.linkedin.com/in/moffittseanTwitter: @seanmoffitt @wikibrands
Social Business - Why Change is Imperative, Who’s Getting It Right,  How They are Doing It and Where Is It All Headed
Social Business - Why Change is Imperative, Who’s Getting It Right,  How They are Doing It and Where Is It All Headed
Social Business - Why Change is Imperative, Who’s Getting It Right,  How They are Doing It and Where Is It All Headed
Social Business - Why Change is Imperative, Who’s Getting It Right,  How They are Doing It and Where Is It All Headed
Social Business - Why Change is Imperative, Who’s Getting It Right,  How They are Doing It and Where Is It All Headed
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Social Business - Why Change is Imperative, Who’s Getting It Right, How They are Doing It and Where Is It All Headed

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Keynote presentation delivered by Sean Moffitt at the LinkedIn May 15th, 2012.

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  • I think we’ve all been trained on marketing’s 4Psa for the last 50 years it is has been a marketing stapleWhenever I talk to my colleague Don Tapscott, he believes brands are a much more complicated construct shared between company and users nowadays – we prefer the 13Es as a new model of wikibranding – with the key driver being Evangelism – a true litmus test of a healthy business and brand – would you recommend me to others?
  • Social Business - Why Change is Imperative, Who’s Getting It Right, How They are Doing It and Where Is It All Headed

    1. 1. Social Business:Why Change is Imperative,Who’s Getting It Right,How They are Doing It andWhere Is It All Headed LinkedIn Toronto May 15th, 2012
    2. 2. The Jason Bourne ofBusiness + Digital/Social + Marketing + Innovation
    3. 3. #intoronto #wikibrands @seanmoffitt @wikibrands @linkedinhttp://www.linkedin.com/company/1337http://www.linkedin.com/in/moffittsean
    4. 4. Pithy Motivational Thought #1:
    5. 5. Pithy Motivational Thought #2:
    6. 6. Pithy Motivational Thought #3:
    7. 7. Pithy Motivational Thought #4:
    8. 8. Stand Up and be Counted…Who are the Kings & Queens of LinkedIn? Stand Up (and keep standing) If: You found your spouse/partner off LinkedIn? You’ve hired more than 10+ people via LinkedIn? You have won business via a LinkedIn colleague? You have found your job through LinkedIn? You have over 200 colleagues on LinkedIn?
    9. 9. “It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” Charles Darwin
    10. 10. “In a connected world, power shifts to those best able to connect.” Dov Seidman
    11. 11. The Power of a Network… It is the dominant factor inobesity, smoking, loneliness, happiness, optimism and generosity
    12. 12. New 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?
    13. 13. The Golden Circle
    14. 14. #1 The World is a Blur
    15. 15. Change is Affecting Every Sector
    16. 16. The world is a blur…products and cameras.
    17. 17. The world is ablur…politics
    18. 18. The world is a blur…labour markets
    19. 19. The world is a blur …technology
    20. 20. The world is a blur …media
    21. 21. The world is a blur …razors
    22. 22. The world is a blur …socialization ofeverything
    23. 23.  The average lifespan of a companyis 15 years and dropping quickly… The average amount of jobs youwill have by 42 is ten. Life expectancy is now 81 yearsold. Source: US Department of Labour/Yale S&P Study/StatsCan
    24. 24. We need to get comfortable with change…
    25. 25. Awesomeness Socialness Authenticity Customer-ness #1 The Four Laws of the Connected Internet
    26. 26. The 1st Law of the Connected Net #1 - AwesomenessThere is only one thing in the worldworse than being talked about, and that is not being talked about. Oscar Wilde, The Picture of Dorian Grey27
    27. 27. Fact - The World is Not Created Equal…Whether its business, products, services, restaurants,TV shows, people…. There is the “AWESOME” - 1% There is the “GOOD” - 20% There is the “MEH” ~60% There is the “BAD” - 20% There is the “UGLY” - 1%
    28. 28. The Law of Awesomeness Online Only 14% of your Facebook posts ever … Receive commentsOnly 1.5% of Tweetconversations go… Two levels (replies) deepOnly 5.0% of LinkedUsers have… 1,000+ contacts Source: Compete
    29. 29. In an attention-starved world-Act different, be different, think different Top 7 Attributes That Make People Talk: 1. Unique 2. Dynamic 3. Different 4. Distinctive 5. Innovative 6. Visionary 7. Daring Source: Y&R Brand Asset valuator
    30. 30. The 2nd Law of the Social Net #2 - Socialness 3131
    31. 31. Six Human Instincts Why We Talk  To Survive LinkedIn Jobs  To Connect LinkedIn People Search/Groups/Inbox  To Make Sense of the World LinkedIn Q&A/Slideshare  To Reduce Risk & Uncertainty LinkedIn Company Buzz  To Benefit Economically LinkedIn Skills/Hiring Solutions  To Relieve Tension Reading List/My Travel
    32. 32. Me in 2012Me in the 90’s 150 X 12 4500 X 170 150 X 12 5000 X 500 12000 X 170 5000 X 190 4000 X 170 1000 X 40 1800 People 8.0 MillionStrength People + Strength
    33. 33. The 3rd Law of the Social Net #3 - Authenticity
    34. 34. A Culture Change is Required MASS DIRECT SOCIAL INFLUENCEMARKETING MARKETING MARKETING
    35. 35. Top Reasons – Why Now Social Media?#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 2011
    36. 36. The CEO Topspin –The Peters and Deborahs Get It • 82% of people trust a company more who has a CEO who is involved in social media • 94% believe it leads to a better brand image • 78% believe it leads to better communication Source: Brandfog
    37. 37. The 4th Law of The Social ‘Net – Customer-Driven
    38. 38. Customer Experience ReignsWho 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%
    39. 39. The New Gen Y Benhaviours Millen Older nials “Interactions on social 129 82 Index networks are as Index meaningful as real life” Heavily influenced by 70% 46% peers on purchases Find out about 66% 23% noteworthy stuff via Facebook/text first Check smartphone 5+ 37% 24% times per hour Source: Gfk Mediamark/BCG/comScore/Abacus/iPass
    40. 40. #3 Living in the Age ofInfluence and Connection
    41. 41. Strong social content requiring discipline, focus passion and humility
    42. 42. 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
    43. 43. In the Trenches –The Way You Do It It’s the 7 Golden Rules of SocialBe: Reciprocal Ethical Human Awesome Helpful Authentic Social
    44. 44. #4 Great Engaged Brands Visual Credit: Wetpaint
    45. 45. IBM, Mississippi State and Samsung Connected Media Awesomeness
    46. 46. UFC and LululemonConnected Media Socialness
    47. 47. ING & John Henry Bikes, Connected Media Authenticity”Full time social cat onsitepromoting and mostimportantly building greatcontent. Just like bikes!#Livetoride. Thanks myman...ride on.”
    48. 48. Nike+ CommunityConnected Media Customer-Driven
    49. 49. Kiva/MovemberConnected Media Donor Driven
    50. 50. #5 Great EngagedEmployment Brands
    51. 51. Brains on Fire –A Tribe of Transparent Believers
    52. 52. FreshbooksThe Passion Open Book
    53. 53. EMCThe Community Corporate
    54. 54. #6 Strategize For Success THE FLIRT MODEL
    55. 55. 6 Social Business Key WinsEarliest Reason – Brand PerceptionMost Bankable – Brand Support/Talent Most Lucrative – Brand Content Most Overlooked – Brand Insight Most Popular – Brand Advocacy Most Unplanned/Viral – Brand Serendipity
    56. 56. Get FLIRT y
    57. 57. Roadmap for Building a Wikibrand• Focus• Language/Content• Incentives/Outreach • Rules/Guidelines/Training• Tools and Platforms
    58. 58. Forget Marketing’s 4Ps… Embrace the Wikibrand 13Es Would you recommend my brand to a friend or colleague? Mission Drivers Well would you? Evangelism (promotion) Advanced Drivers Experience (product) Effiliation Escape Premium Drivers Ennovative Equity Entertainment Entimate Basic Drivers Entegrity Exposed Education Esthetics Exchange (place) (price)Company-driven User-driven
    59. 59. Content Quality vs. Quantity vs. Variety
    60. 60. #7.Keeping The Fires Lit MILCC IS GOOD
    61. 61. Roadmap for Maintain a Wikibrand• Measurement/Monitoring/Insight• Internalizing Success• Life Stage Management• Community Management• Culture Change
    62. 62. There is no silver bullet to measurement
    63. 63. The Jeremy Lin ROI Measurement Axiom- The more you use it, the more you prove it
    64. 64. The 11 Cs of Creating Community101 Broadcast - 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, comments201 Interaction - 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, polls301 Collaboration/Core Altering - Co-Creation i.e. CGM, ideas, reviews - Contextual Extensions i.e. mobile, offline, online, IM - Culture building i.e. recruitment, engagement, causes
    65. 65. 8. Avoiding The BigSins of Becoming a Social Business
    66. 66. DigitalDeafness, Muteness, Directionless, Soullessness and Blindness are biggest sins Source: Agent Wildfire Buzz Report 2011 Source: Agent Wildfire 2010 Buzz Report
    67. 67. 9. The Future
    68. 68. “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.”
    69. 69. The Top 13 Trends That Will Change Your Digital Life
    70. 70. The Top 13 Trends That Will Change Your Digital Life
    71. 71. 10. Let’s Get Personal
    72. 72. Be The Thoughtleader Where Your Audience Lives
    73. 73. Make Your Content Sing
    74. 74. Harness Your 5, 50 and 500 Network Mentors/Collaborators (5) Top Professional Peers (50) Vested Colleagues (500) Plus the Full Social Network
    75. 75. Never Pass Up a Chance to Meet and Eat
    76. 76. Q&AEmail sean@wiki-brands.comLinkedIn: ca.linkedin.com/in/moffittseanTwitter: @seanmoffitt @wikibrands

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