Social Media Masters KC

Word of Mouth Marketing: Creating Buzz and Engaging InfluencersSean Moffitt October 2011 @wikibrands@seanmoffitt Social Media Masters KC #smm2011

SAM FIORELLA Vs. KLOUT

“WoM is the Holy Grail” Number of BrandConversations Every Week 112 Believe word of mouth is credible 92% Will buy based on WoM/ solely on WoM 67%/19% Source: Keller Fay/Agent Wildfire, 2010/11

“Online WoM is the 385x385 Friend Howitzer”

What‟s are You Word of Mouthing About? Awesome? Social? Authentic? Customer-focused?

Moneyball Knows… Thinking Differently “We are card counters at the blackjack table. And were gonna turn the odds on the casino." Reframing the Game “Your goal shouldnt be to buy players. Your goal should be to buy wins. In order buy wins, you need to buy

Tough Stuff- Word of Mouth (WoM) – Delicious Blend of Customer-Based Creativity and Business Savvy

I Used To Be The Marketing Suit…. Word of Pint Word of Canuck Word of Mom

“I‟m now the T-Shirt”Agent Wildfire – Canada‟s Word of Mouth People Since 2004

We Word of Mouth (WoM) with theseInfluencers…‟WoM is Very Category Specific”

So we wrote a book …Wikibrands – Intersection of Digital T-Shirts and Brand Suits 2011 Launch by McGraw-Hill 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”

Tired of Platitudes?- How Does Good Business Put Their Social Pants On… What? A study of top 100 engaged brands and business How? A 10 step roadmap for business success in digital spaces

“Forget Marketing‟s 4Ps… Embrace the Wikibrand 13Es” Would you recommend my brand to a friend or Mission colleague? Drivers Well would you? Evangelism Advanced Drivers Escape Experience Effiliation Premium Drivers Ennovative Equity Entertainment Entimate Basic Drivers Entegrity Exposed Education Esthetics ExchangeCompany-driven User-driven

Do brands even belong in social spaces? Top 100 Twitter Pages?

Online WoM , Brands Get Followed, Acted on and Engaged -Twitterers are three times more likely to click on a link than anywhere on the web - Intuit community members spend 9 times more time in community environments than traditional website users 16

Let‟s talk about the big social elephant in the room…

“Business Suffers from Social Deafness” The 6 Deadly Sins Source: Agent Wildfire 2011 Buzz Report

A Crisis of Action & Knowledge 53% 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. 90% of executives believe their agencies need to radically transform be more competitive in a wikibrand world. Source: SNCR/Buzz Report

Facebook Timeline – Depth of WOM Engagement Growth Engagement “Likes” “Discovery” Updates Stories Targeted Relevant Exposure Experience

The 4 Laws of the Social „Net and WoMAwesomeness Socialness Authenticity Customer-ness

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

The 4 Laws of the Social „Net and WoM Awesomeness Socialness Authenticity Customer-ness

The 1st Law of the Social Net - Awesomeness“There is only one thing in the worldworse than being talked about, and that is not being talked about.” Oscar Wilde, The Picture of Dorian Grey

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%

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

The 2nd Law of the Social Net - Socialness"Prosocial behavior is an essential component 34 of health and happiness in human beings” Robert Kloninger. Professor of Psychiatry , Author of Feeling Good, The Science of Well-Being

“True Fans don’t want to be your Brand BFF” Online Communities – Why Do True Fans Join? #1 - Social Connection #2 - Shared Community Values/Culture #3 - Expression/Creativity/Venting #4 - Establishing influence with key decision makers #5 - Access to Special Information/Advice #6 - Appealing to Hobbies/Interests #7 - Making a difference/to matter/support a cause Source: Agent Wildfire 2011 Community Management Survey

“The News Feed is the Conveyor Belt of Buzz” Me in 1992 Me in 2011 150 X 12 150 X 12 4000 X 170 5000 X 500 20000 X 170 5000 X 190 5000 X 170 900 X 40 1800 People 8.4 Million Strength People Strength

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

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

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

Successful or Not?

The 4th Law of The Social „Net – Customer-Ness

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%

Where to Start with WoM and Buzz?

Elwood: Er.. what kind of music do you usuallyhave here?Claire: Oh, we got both kinds. We gotCountry, and Western.

WOM Comes in More Than a Few Flavours… SCALE- Buzz - Evangelist Programs- Viral - Brand- Social Media Community- Influencer - CollaborationMarketing / Co-Creation COMMITMENT- Social NetworkBadging -Pass along Referrals- Customerintervention -Recommend -ations- Grassroots/cause marketing - Social Influence- Experiential Visual- Intersection Consulting

Top 10 Ranked WoM Elements?#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 w/ its audience #7 Incentives for referral #8 Strong process* #9 Creative/design used #10 Tools/platforms built*

Some of these people are not like theothers….The Influencer Matters

You can‟t chase everybody…“The suggestion that a firm merelyneeds to participate in a conversationis a little naive.Microsoft was mentioned 2.5 milliontimes in the blogosphere the previousyear, and we have eighty-ninethousand employees.How can you realistically be expectedto operationalize a response to all ofthem?”

Influence is not Distributed Equally…

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

The open web has not reduced, butinstead, exposed the importance of influencers….

And now we can provide the raw evidence

Influencers Stay on Top of What‟s Current2.2% ofTwitterusersaccount for… 58% of the tweets1.7% ofTwitterusers have… More than 1,000 followers

Influencers Generate Lots of ContentHighauthoritybloggers post… 300x more frequently than low authority bloggersOnly 9% of topblogs… Get over 10,000 visitors per month

Influence ≠ Followers

Influence ≠ Popularity

Influence Can‟t Be Peddled

Influence is Interest Specific

Why are theyso damnvaluable?

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

Get your influencers in the right sequence…

Find Your Real Hardcore FansInvite them into The Front Row or On Stage

Why We Word of Mouth? 36 Reasons

It‟s About Them“It‟s Makes “It‟s Makes “They GetThem Feel Them Look Something” Good” Good”

It‟s About Your Product/Brand “It‟s Who YOU Are”“It‟s Who You‟re “It‟s WHAT You “It‟s Who you Targeting” Do” Are”

# 1 – # 2 – Logo LoversThe Topic # 2 – Logo Lovers Passionate about "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)

# 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)

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

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

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

# 6 – Involved / Committed ―Were not the only people on this island and we alllllll know it!"Tactic: Meritocratic communities/Challenges/Milestone Celebrations (Mozilla Firefox)

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

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

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

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

It’s because of what you provide #11 – Social Currency #12 – Brand Experience(s) #13 – Fame #14 – VIP Treatment/CustomizationThe What #15 – Scarcity #16 – Influence #17 – Intimacy #18 – Visibility #19 – Tight Boundaries #20 – Rallying Cry #21 – Rewards #22 – Expertise #23 – Bite-Sized Participation #24 – Network Effects #25 – Memes

# 11- Social CurrencyTactic: First to know/Top Stories/Trendwatch (Gawker/Gawker Stalker)

# 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)

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

# 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)

# 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)

# 16 – Influence“You can only vote for him, you cant actuallyadopt him. Call now."Tactic: Collaborative innovation/fan clubs/meet employees (Lego)

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

# 18 – Visibility―The top 10 CNN heroes -- remarkable everyday people changingthe world -- were revealed by CNNs Anderson Cooper. All werenominated by CNN viewers inspired by their hard work andcommitment.‖ Tactic: Identity embeds itself into product/packaging (Maynards)

# 19 – Tight Boundaries ―Yeah, Im obnoxious, yeah, I cut peopleoff, yeah, Im rude. You know why? Because youre busy. ― Tactic: Vetted member only access/Launch parties/Special deals/niche labels (The Gilt Groupe)

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

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

# 22 – Expertise―So now America, with an open heart and an emptystomach, I say unto you in the words of my uncle: Allezcuisine!‖ Tactic: Well-curated forums /multiple communities /answered vs. unanswered questions/Grant compeitions (Intuit)

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

# 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)

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

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

# 27 – Remarkable/Outrageous―Whats the quickest youve ever knocked anyone out?18 seconds including the ten-count. I think youre gonna breakthat today. “

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

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

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

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

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

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

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

# 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)

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

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

#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

#6- Staff up for desired level and degree of engagement that they want and you can support •Face to face Are you listening to me? Highest engagement Lowest reach •Video chat •Phone call •Chat service (AIM, Skype) •E-mail •Facebook message •Facebook wall post Lowest engagement Greatest reach •Tweet

#7-11 Get a Buzzworthy WoM-able Idea • Is your idea in the top 1% of awesome, sociable, authentic and customer- driven concepts you‟ve ever seen? • Does it combine your brand traits, with motivating activities and a primed audience? • Does it max out on a few of the 36 reasons why people word of mouth? • Does the experience and follow up match the promise that‟s been set up? Does your buzz have longevity? • Does it live offline and online?

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

Never Forget – Humans are Hard Wired Social and Influential Animals They crave things that areawesome, social, authentic and customer-driven to talk about…Some among us will talk a lot more than others… 147

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

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Social Media Masters KC

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Social Media Masters KC Presentation Transcript