The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace
 

The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

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Our 4th annual seminal research report asking all the interesting and tough questions about tracking, managing and populating digital life, business, culture and the marketplace ...

Our 4th annual seminal research report asking all the interesting and tough questions about tracking, managing and populating digital life, business, culture and the marketplace
Join one of our webinars... http://wiki-brands.com/the-4th-annual-buzz-report-insights-are-in/

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The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace Presentation Transcript

  • TAPPING THE ZEITGEIST OFDIGITAL CULTURE AND THE MARKETPLACE 2013 REPORT – DRAFT FINDINGS
  • Tracking the Intersection of Business, Technology and the Marketplace 2013  Proprietary  and  Confiden3al  -­‐   2   Wikibrands  
  • OUR 4th annual BUZZ REPORT – EXECUTIVE SUMMARYTo our Buzz Report insiders,Our best-in-class Buzz Report, has gathered comprehensive inputs about the biggest marketplacequestions we could think of: what’s important, what’s really changing and how do experts rank keyfactors across the broadest palette of digital life. And since we’ve been asking for four years, wecan now see how this nascent world of new media and connected business is blooming.What’s our motivation? We love new and substantive insight. Too much of what passes as fact andstandard operating procedure in this connected marketplace is plucked from the few minds of ourcelebrity and elite digital influencers. Because of that, we strove to go further afield and havepolled and surveyed hundreds of enlightened executives, street-savvy marketers, curiousresearchers, strategists, agency staff and other techies and digiterati. We’ve attempted to track thetrends that will impact your near futures and get a good toe in measuring the temperature of thedigital waters.This year, we’ve asked more questions than ever before (50+). We feel confident the outputs arerich, as many of our respondents have even complimented us on the survey questions themselves!With this report, we hope you get the same insight we’ve been able to gather in drips and drabsover the last few months. And as an Insider, you are getting these insights in advance of the officialwhite paper and presentation to be released in April’13. Let us know what you think! Sean Moffitt Managing Director, Wikibrands @seanmoffitt wiki-brands.com 2013  Proprietary  and  Confiden3al  -­‐   3   Wikibrands  
  • The BUZZ REPORT – CONTENTS I. RESPONDENTS II.  PULSECHECK III. OBJECTIVES IV. RESOURCES V. TRENDS VI. GOVERNANCE/MEASUREMENT VII. OPINION TRACKER VIII.  KEY BELIEFS/WIKIBRANDS STIMULUS IX.  MEDIA/CONTENT/PLATFORMS CONTACTS AND NEXT STEPS 2013  Proprietary  and  Confiden3al  -­‐   4   Wikibrands  
  • I. SURVEY RESPONDENTS
  • The BUZZ REPORT – RESPONDENTS Posi%on   Size  of  Organiza%on   Digital  Adop%on   Large  (1000+)   Pioneering   Pres./Execu3ve   Innovator   Mid-­‐Large   VP/Head   (100-­‐999)   Early  Adopter   Director  Level   Mid-­‐Small   (25-­‐99)   Early  Majority   Manager  Level   Small  (10-­‐24)   Staff/Student   Late  Majority/ Laggard   Bou3que  (<10)   Type  of  Organiza%on  30%  15%   0%   2013  Proprietary  and  Confiden3al  -­‐   6   Wikibrands  
  • II. PULSECHECK
  • DIGITAL OPTIMISM - PERSONAL BRAND IMPACT% AGREED 56% “The tools are fantastic, available, and free - and more than likely only going to get better, faster, more exciting to 36% TO BE RELEASED APRIL 2ND use” “Digital and emerging media is the way people connect. I see it 8% as an imperative.”StrongLY OPTIMISTIC SOMEWHAT OPTMISTIC Neutral/PESSIMISTIC Q:  What  is  your  belief  on  new  forms  of  digital  and  emerging  media  helping  effec%vely  build  your  own     PERSONAL  brand,  reputa%on  and  career?   2013  Proprietary  and  Confiden3al  -­‐   8   Wikibrands  
  • DIGITAL OPTIMISM - ORGANIZATIONAL IMPACT % AGREED 65% TO BE RELEASED APRIL 2ND 31% 4% StrongLY OPTIMISTIC SOMEWHAT OPTMISTIC Neutral/PESSIMISTICQ:  What  is  your  current  view  on  the  likelihood  of  digital  engagement*  building  important  value     for  your  ORGANIZATION?   2013  Proprietary  and  Confiden3al  -­‐   9   Wikibrands  
  • GROWTH EXPECATIONS – DIGITAL ENGAGEMENT% AGREED 55% 46% 2013   2009   29% 21% TO BE RELEASED APRIL 2ND 31% 15% 1% 1% SUBSTANTIALLY GROW MODERATELY GROW Stay THE SAME DECLINE Q:  Over  the  next  year,  do  you  expect  your  organiza%ons  investment  (money,  resources,  staff)    in  digital  engagement*  to:   2013  Proprietary  and  Confiden3al  -­‐   10   Wikibrands  
  • BIGGEST RISKS OF EMBRACING DIGITAL/NEW MEDIA - TOP 6 RANKINGS #1 - Return on investment/value RISKS #2 – Strategic RISKS #3 – BUSINESSS MODEL RISKS TO BE RELEASED APRIL 2ND #4 – PERSONAL/CAREER RISKS #5 – WoRKLOAD/TALENT RISKS #6 – ETHICAL RISKSQ:  If  neutral-­‐to-­‐pessimis%c  on  the  organiza%onal  value  of  digital,  where  does  the  biggest  risk  or  nega%vity  to   digital  engagement  come  from:?   2013  Proprietary  and  Confiden3al  -­‐   11   Wikibrands  
  • III. OBJECTIVES
  • TOP 10 DIGITAL ENGAGEMENT OBJECTIVES % of Respondents – TOP 3 OBJECTIVES #1 AWARENESS/BUZZ/PUBLICITY VALUE 47% #2 AUDIENCE TARGETING (NEW/SP{ECIFIC/TOUGH TO REACH) 33% #3 BRAND LOYALTY/AFFINITY/LIFETIME VALUE 27% #4 PARTICIPATION IN DIALOGUE/CONVERSATION 26% #5 INFLUENCER/AMBASSADOR SEEDING 25% TO BE RELEASED25% 2ND #6 THOUGHT LEADERSHIP APRIL #7 CUST. EXPERIENCE/SERVICE BENEFITS 23% #8 SaleS/REVENUE 21% #9 REFERRALS/LEADS/MEMBERS 17% #10 MKTG. SPEND EFFICIENCY/COSTS 17%Q:  What  are  the  most  frequently  stated  objec%ves  for  launching  a  digital  engagement  ini%a%ve  in  your   organiza%on  (max.  3  choices)?  (20  op%ons  suggested)   2013  Proprietary  and  Confiden3al  -­‐   13   Wikibrands  
  • ROI IMPACT OF DIGITAL ENGAGEMENT* % AGREED 45% 29% TO BE RELEASED APRIL 2ND 18% 9% NO, A CONTINUing YES, ABSOLUTELY No, BUT GETTING THERE DON’T KNOW CHALLENGE Q:  Can  you  %e  a  posi%ve  return  on  investment  to  your  par%cipa%on  in  digital  engagement?   2013  Proprietary  and  Confiden3al  -­‐   14   Wikibrands  *  -­‐  based  on  recruitment  criteria,  company  staff  profiled  are  likely  in  more  sophis3cated,  mature  digital  organiza3ons;  results  likely  much  higher  than  in  general  company  set    
  • IV. RESOURCES
  • DIGITAL ENGAGEMENT STAFFING# OF PEOPLE IN YOUR COMPANY WHO PARTICIPATE (MEDIAN RESPONSE) 4.5 2 3 TO BE RELEASED APRIL 2ND PROFESSTIONAL PART TIME CONTRIBUTORS (+70% of time) (15-70% of TIME) (LESS THAN 15% OF TIME) Q:  Approximately  how  many  people  in  your  organiza%on  work  in  emerging  media/digital  engagement    (e.g.  social,  community,  content,  mobile)?   2013  Proprietary  and  Confiden3al  -­‐   16   Wikibrands  
  • TIME ONLINE – BUSINESS PROFESSIONALSTIME ALLOCATION PERCENTAGE 44% 31% 24% TO BE RELEASED APRIL 2ND PROFESSIONAL USE MIXED USE PERSONAL USE (BLURRED PROFESSIONAL/PERSONAL) Q:  We  all  know  we  use  the  web  for  many  things  at  work,  home  and  play,  what  is  the  balance  between  your   professional,  blended  and  personal  use  of  digital  engagement  and  new  media  currently?   2013  Proprietary  and  Confiden3al  -­‐   17   Wikibrands  
  • V. TRENDS
  • TOP 10 MARKETPLACE DRIVERS SUPPORTING DIGITAL ENGAGEMENT % RESPONDED TOP 3 CHOICES#1 INCREASING ROLE #2 NEED FOR AUTHENTICITY/ #3 WANING ATTENTION #4 MEDIA FRAGMENTATION/ #5 CHANGE IN MASSOF WIRELESS/MOBILE TRANSPARENCY TO MASS MEDIA CLUTTER MARKETING EFFECTiVENESS#6 RISE OF SOCIAL NETWORKS TO BE RELEASED APRIL 2ND #7 EXPLOSION OF BIG DATA #8 IMPROVED MEASUREMENT TOOLS #9 LOSS OF BUSINESS TRUST/CREDIBILITY #10 INFLUENCE OF THE NET GENERATION Q:  What  are  the  biggest  changes  you  are  currently  seeing  in  the  marketplace,  media  or  culture  to  change  the  role   or  importance  of  digital  culture  and  engagement  in  your  mind  (max.  3  choices)?  (23  op%ons  provided)   2013  Proprietary  and  Confiden3al  -­‐   19   Wikibrands  
  • TOP 10 DIGITAL/TECH GROWTH SEGMENTS% RESPONDED TOP 3 CHOICES #1 MOBILE #2 CASHLESS PAYMENTS/ #3 BIG DATA #4 LOCATION-SPECIFIC #5 CLOUD MARKETING eWALLETS ANALYTICS Wi-fi/NFC/GPS COMPUTING#6 INFLUENCER MARKETING TO BE RELEASED APRIL 2ND #7 EXPERIENTIAL MARKETING #8 PREDICTIVE/ FORECAST ALGORITHMS #9 CUSTOMER/USER- GENERATED CONTENT #10 SOCIAL NETWORK MARKETING Q:  What  forms  of  digital  engagement*  and  technology  use  will  experience  the  most  significant  growth     in  the  next  few  years  (max.  3  choices)?  (30  op%ons  provided)   2013  Proprietary  and  Confiden3al  -­‐   20   Wikibrands  
  • TOP META TRENDS - #1-2 Ranked% RESPONDED TOP 3 CHOICES #1 CUSTOMIZATION (31%) -where i want it, when I want it, how I TO BE RELEASED APRIL 2ND want it - #2 COLLABORATION (29%) -WORKING TOGETHER TO SOLVE PROBLEMS, IMPACT LIVES- Q:  Which  "meta  trends"  will  impact  the  next  3  years  of  your  business  environment?  (max.  3  answers)?     (17  op%ons  provided)   2013  Proprietary  and  Confiden3al  -­‐   21   Wikibrands  
  • TOP META TRENDS - #3-4 RANKED% RESPONDED TOP 3 CHOICES #3 AUTHENTICITY (28%) -HUNGERING FOR GENUINE, REALNESS AND TRANSPARENCY IN RELATIONSHIPS, PRODUCTS & SERVICES - TO BE RELEASED APRIL 2ND #4 EXPERIENCE ECONOMY (27%) -CUSTOMER-CONCENTRICITY IN EVERYTHING WE DO - Q:  Which  "meta  trends"  will  impact  the  next  3  years  of  your  business  environment?  (max.  3  answers)?     (17  op%ons  provided)   2013  Proprietary  and  Confiden3al  -­‐   22   Wikibrands  
  • TOP META TRENDS - #5-6 RANKED% RESPONDED TOP 3 CHOICES #5 MONETIZATION (23%) -THE NEED FOR NEW MEDIA AND TECHNOLOGY TO MAKE MONEY - TO BE RELEASED APRIL 2ND #6 CURATION & FILTERING (20%) -FINDING AND ORGANIZING THE BEST, MOST relevant stuff on the web - Q:  Which  "meta  trends"  will  impact  the  next  3  years  of  your  business  environment?  (max.  3  answers)?     (17  op%ons  provided)   2013  Proprietary  and  Confiden3al  -­‐   23   Wikibrands  
  • TOP META TRENDS - #7-8 RANKED% RESPONDED TOP 3 CHOICES #7 EFFICIENCY (21%) -REAL-TIME, EFFORTLESS AND DOING MORE WITH LESS - TO BE RELEASED APRIL 2ND #8 INNOVATION (19%) -BLURRING THE LINE BETWEEN VIRTUAL AND REAL- Q:  Which  "meta  trends"  will  impact  the  next  3  years  of  your  business  environment?  (max.  3  answers)?     (17  op%ons  provided)   2013  Proprietary  and  Confiden3al  -­‐   24   Wikibrands  
  • TOP META TRENDS - #9-10 RANKED% RESPONDED TOP 3 CHOICES #9 PRIVACY (17%) - THE WAR BETWEEN HOW MUCH WE DISCLOSE TO OTHERS AND WHAT THEY DO TO BE RELEASED APRIL 2ND WITH THAT - #10 SPEED (17%) - FASTER, MORE RESPONSIVE AND MORE PREDICTIVE OUTCOMES AND SERVICES - Q:  Which  "meta  trends"  will  impact  the  next  3  years  of  your  business  environment?  (max.  3  answers)?     (17  op%ons  provided)   2013  Proprietary  and  Confiden3al  -­‐   25   Wikibrands  
  • TOP 10 DIGITAL ENGAGEMENT COUNTERFORCES/HURDLES % of Respondents – TOP 3 OBJECTIVES #1 SOCIAL NETWORKING BURNOUT/OVERLOAD 44% #2 FAILURE TO MONETIZE NEW MEDIA 41% #3 PRIVACY CONCERNS 32% #4 POOR CONTENT 29% 23% TO BE RELEASED17% 2ND APRIL #5 CORPORATE RESISTANCE #6 DAMAGING SPAM/FRAUD/BUGS #7 INTELLECTUAL PROPERTY/LEGAL ISSUES 17% #8 CENSORSHIP/PRIVATE INTERNET WORLDS 16% #9 WORLD ECONOMIC CONDITIONS WORSEN 15% #10 NAT. SECURITY/PERS. FREEDOMS 14%Q:  If  digital  engagement  and  technology  use  doesnt  accelerate  over  the  next  3-­‐5  years,  what  will  be  the  most   likely  reasons  (max.  3  reasons)?:  (18  op%ons  provided)   2013  Proprietary  and  Confiden3al  -­‐   26   Wikibrands  
  • TOP 10 TECHNOLOGY-AFFECTED INDUSTRIESHIGHEST RANKED (% RESPONDED TOP 3 CHOICES)#1 EDUCATION #2 ENTERTAINMENT #3 MEDIA #4 ECOMMERCE #5 HEALTH CARE #6 RETAIL TO BE RELEASED APRIL 2ND #7 FINANCE/BANKING #8 TELECOMMUNICATIONS #9 CONSUMER/ HOUSEHOLD GOODS #10 NOT-FOR-PROFITSQ:  Which  industries  will  be  affected  most  by  advancing  technology,  collabora%on  and  digital  culture  over  the  next   3-­‐5  years  (max.  3  answers)?  (26    INDUSTRY  op%ons  provided)   2013  Proprietary  and  Confiden3al  -­‐   27   Wikibrands  
  • VI. GOVERNANCE/MEASUREMENT
  • ENTERPRISE ACCOUNTABILITY FOR DIGITAL ENGAGEMENT% RESPONSE 50% TO BE RELEASED APRIL 2ND 16% 10% 9% 8% 3% 2% MARKETING/ COMMUNICATIONS/ EXECUTIVE/ NO SINGULAR SPECIAL DIGITAL/IT SALES/BUSINESS BRAND PR CEO/PRESIDENT FUNCTION DEPARTMENT FUNCTION DEVELOPMENT Q:  Who  is  the  most  accountable  owner  for  digital  engagement  within  the  organiza%on(s)/brands  you  deal  with?   2013  Proprietary  and  Confiden3al  -­‐   29   Wikibrands  
  • GOVERNANCE - % EXISTENCE OF CONDITIONS IN PLACE* 63% 62% 40% 29% TO BE RELEASED APRIL 2ND 22% 11% EMPLOYEE ABILITY TO ROUTE DIGITAL TRAINING DIGITAL CRISIS ISSUE SCENARIO CERTIFICATION GUIDELINES/RULES SERVICE QUESTIONS PROGRAMS MGMT. PLAN ROLEPLAYING PROGRAM Q:  On  the  governance  of  digital  engagement  tools  with  your  employees,  do  you  have:   2013  Proprietary  and  Confiden3al  -­‐   30   Wikibrands  *  -­‐  based  on  recruitment  criteria,  company  staff  profiled  are  likely  in  more  sophis3cated,  mature  digital  organiza3ons;  results  likely  much  lower  in  general  company  set    
  • MEASUREMENT – TOP 10 RANKED KEY METRICS - % TRACKED IN YOUR COMPANY* 84% 83% 68% 67% 61% 60% 58% 56% 50% 48% TO BE RELEASED APRIL 2ND Fan/ TRAFFIC/ BRAND BRAND CONSUMER USER POSITIVITY/ BUSINESS SALES CUSTOMER FOLLOWER CLICKS CONVERSATIONS ENGAGEMENT INSGHTS CONTENT QUALITY OF IMPACT/ GENERATED EX{ERIENCE COUNTS GENERATED GENERATED METRICS GENERATED GENERATED WORD OF MOUTH ROI RATINGS Q:  With  your  organiza%on/clients  company  efforts  in  digital  engagement  ,  do  you  currently  track/measure:   2013  Proprietary  and  Confiden3al  -­‐   31   Wikibrands  *  -­‐  based  on  recruitment  criteria,  company  staff  profiled  are  likely  in  more  sophis3cated,  mature  digital  organiza3ons;  results  likely  much  lower  in  general  company  set    
  • VII. OPINION TRACKER
  • DIGITAL ENGAGEMENT OPINION TRACKER – MASSIVE AGREEMENTS% STRONGLY AGREE/AGREE 90% 91% 89% 2013   82% 81% 2011   2009   TO BE RELEASED APRIL 2ND “Agencies  will  need  to  radically  reinvent   “A  companys  customer  advocacy  leader   themselves  in  order  to  stay  compe%%ve  with   needs  to  be  a  frequent  and  very  ac%ve  new  digital  engagement  strategies  and  tac%cs”   par%cipant  in  the  social  networking  space” Q:  How  strongly  do  you  believe  in  the  following  statements:   2013  Proprietary  and  Confiden3al  -­‐   33   Wikibrands  
  • DIGITAL ENGAGEMENT OPINION TRACKER – MASSIVE DISAGREEMENTS% STRONGLY DISAGREE/DISAGREE 75% 2013   70% 2011   55% 57% TO BE RELEASED APRIL 2ND“The  corporate  website  is  no  longer  relevant;   “Technology  advancement  and  digital  media   social  networks  can  adequately  house  and   represents  a  much  bigger  threat  than  benefit   deliver  digital  business  objec%ves  required”   in  how  we  perform  as  a  business” Q:  How  strongly  do  you  believe  in  the  following  statements:   2013  Proprietary  and  Confiden3al  -­‐   34   Wikibrands  
  • DIGITAL ENGAGEMENT OPINION TRACKER – SPLIT DECISIONS% RESPONSE Neutral/Disagree/   Strongly  Agree/Agree   Strongly  Disagree   53% 53% 47% 47% TO BE RELEASED APRIL 2ND“Smaller  organiza%ons  are  beier  posi%oned  to   “Interac%ons  online  are  as  meaningful  as   do  social  media  than  larger  organiza%ons”   those  in  real  life” Q:  How  strongly  do  you  believe  in  the  following  statements:   2013  Proprietary  and  Confiden3al  -­‐   35   Wikibrands  
  • DIGITAL ENGAGEMENT OPINION TRACKER – NEW QUESTIONS 2013% RESPONSE Neutral/Disagree/   76% Strongly  Agree/Agree   Strongly  Disagree   66% 61% TO BE RELEASED APRIL 2ND 34% 39% 24% “The  tablet/iPad  will  be   “The  next  job  you  find  will  be   “Social  TV  will  be  realized  over  the   bigger  than  the  PC  market   through  digital/social  media  vs.   next  3  years” in  5  years”   tradi%onal  methods”   Q:  How  strongly  do  you  believe  in  the  following  statements:   2013  Proprietary  and  Confiden3al  -­‐   36   Wikibrands  
  • DIGITAL ENGAGEMENT OPINION TRACKER – THE SOCIAL NETWORKS% STRONGLY AGREE/AGREE 2013   68% 2011   60% 2009   48% 45% TO BE RELEASED APRIL 2ND 31% “Facebook  will  s%ll  be  the  most   “Twiier  is  becoming  an  essen%al  tool  for   dominant  social  network  in  3  years”   business  to  monitor  and  par%cipate  in” Q:  How  strongly  do  you  believe  in  the  following  statements:   2013  Proprietary  and  Confiden3al  -­‐   37   Wikibrands  
  • DIGITAL ENGAGEMENT OPINION TRACKER – TRACKING OVER TIME % STRONGLY AGREE/AGREE 80% 91% 87% 81% 2013   75% 62% 64% 2011   56% 62% 2009   TO BE RELEASED APRIL 2ND “Digital  media  influence  will   “Marketers  will  become  much   “We  will  be  able  to  track  the  presence   overtake  tradi%onal  media   more  important  within  a  corp.  by   and  value  of  conversa%ons  much  more  influence  in  the  next  decade”   leveraging  digital  engagement”   accurately  over  the  next  decade” Q:  How  strongly  do  you  believe  in  the  following  statements:   2013  Proprietary  and  Confiden3al  -­‐   38   Wikibrands  
  • VIII. KEY BELIEFS/WIKIBRANDS STIMULUS
  • TOP 10 BIGGEST SINS OF DIGITAL ENGAGEMENT PRACTITIONERS % of Respondents – TOP 3 OBSTACLES #1 LACK OF CONTENT QUALITY AND FREQUENCY 50% #2 ABSENCE/SLOWNESS OF LISTENING 40% #3 LACK OF CUSTOMER FOCUS 34% #4 LACK OF STRATEGIC FOCUS 33% #5 POOR COMMUNITY MANAGEMENT 29% TO BE RELEASED APRIL 2ND #6 PASSIONLESS COMPANY CULTURE 25% #7 POOR LANGUAGE & COMMUNICATION TONE 22% #8 MEASUREMENT ISSUES 21% #9 LACK OF RESOURCE FOCUS 8% #10 LACK OF PLANNING 8%Q:  What  are  the  biggest  sins  of  building  digital  engagement  through  social  media/online  communi%es/business-­‐ customer  collabora%ons  (max.  3  answers)?     2013  Proprietary  and  Confiden3al  -­‐   40   Wikibrands  
  • TOP 11 FACTORS IN BUILDING AN ENGAGED BRAND ONLINE (#1-6)% RESPONDED TOP 3 CHOICES #1 ConVERSATION- #2 GREAT PRODUCT/ #3 CUSTOMER/MEMBER WORTHY IDEA/CONCEPT BRAND EXPERIENCE PROVIDED TO BE RELEASED APRIL 2ND #4 MEMBERS/CITIZENS/ #5 METHOD OF INTERACTION #6 CULTURE/EMPLOYEES CUSTOMERS WHO PARTICIPATE WITH AUDIENCE OF A COMPANY Q:  What  are  the  most  important  aiributes  for  genng  no%ced,  talked  about,  crea%ng  digital  word  of  mouth  and   brand  advocacy?     2013  Proprietary  and  Confiden3al  -­‐   41   Wikibrands  
  • TOP 11 FACTORS IN BUILDING AN ENGAGED BRAND ONLINE (#7-11)% RESPONDED TOP 3 CHOICES #7 STRoNG WORD OF #8 RESEARCH/ANALYSIS/ #9 CREATIVE/DESIGN MOUTH PROCESS LEARNING ELEMENTS TO BE RELEASED APRIL 2ND #10 TOOLS USED/ PLATFORM BUILT #11 TRIGGERS/INCENTIVES FOR REFERRAL Q:  What  are  the  most  important  aiributes  for  genng  no%ced,  talked  about,  crea%ng  digital  word  of  mouth  and   brand  advocacy?     2013  Proprietary  and  Confiden3al  -­‐   42   Wikibrands  
  • EXECUTIVE CHAMPIONSHIP* % RESPONSE Fervently  Champion     Tacitly  Support   Neutral/Avoid/Resist   The  fervents:   “We  have  major  web-­‐based  ini3a3ves,  they  understand  its   value  and  see  its  impact.”   46% 34% TO BE RELEASED APRIL 2ND The  tacits:   “Many  see  the  value  of  social  but  don’t  fully  understand   how  it  works.  Bofom  line,  they  need  to  be  social   18% themselves  to  understand  social.”   The  resistors:   “Older  genera3on  execs  are  non-­‐users  therefore  dont   grasp  scale  and  prevalence  of  digital  world.”   Q:  With  regards  to  execu%ve  team  championship  of  digital  engagement  and  technology  in  your  company,     do  your  lead  execu%ves:   2013  Proprietary  and  Confiden3al  -­‐   43   Wikibrands  *  -­‐  based  on  recruitment  criteria,  company  staff  profiled  are  likely  in  more  sophis3cated,  mature  digital  organiza3ons;  results  likely  much  lower  in  general  company  set    
  • TOP 10 ENTERPRISE OBSTACLES % of Respondents – TOP 3 OBSTACLES #1 TIME FOR STAFF TO MANAGE 40% #2 FINDING ENOUGH CONTENT QUALITY, QUANTITY AND VARIETY 31% #3 LACK OF BUDGETS 28% #4 INABILITY TO MEASURE 21% TO BE RELEASED APRIL 2ND #5 BUILDING SCALE 21% #6 ORGANIZATION SILOS/ADOPTION ISSUES 18% #7 TECHNICAL SKILLS/EXPERTISE 15% #8 NO ACCEPTED PERFORMANCE STANDARD 14% #9 COMPREHENSION VS. MASS MKTG 14% #10 FEAR OF LOSS OF CONTROL TO CONSUMERS 12%Q:  What  are  the  biggest  obstacles  to  embracing  social  media/word  of  mouth/community  building/customer   collabora%on  within  your  company  (max.  3  choices)?:  (15  obstacles  provided)   2013  Proprietary  and  Confiden3al  -­‐   44   Wikibrands  
  • TOP 6 ENGAGED LARGE ORGANIZATIONS/BRANDSRANKINGS BASED ON NOMINATIONS #1 STARBUCKS #2 RED BULL #3 NIKE TO BE RELEASED APRIL 2ND #4 COKE #5 APPLE #6 FORDQ:  In  your  opinion,  what  organiza%ons,  brands  or  products  have  the  best  digital  engagement,  social  media/word   of  mouth/community  building/grassroots  or  customer-­‐centric  onine  prac%ces     (aside  from  those  you  currently  work  on)?   2013  Proprietary  and  Confiden3al  -­‐   45   Wikibrands  
  • Ten NOTEWORTHY & ENGAGED SMALL ORGANIZATIONS/BRANDSBASED ON NOMINATIONSGENERAL ASSEMBLY DAVID’s TEA HUBSPOT PINKBERRY VOODOO DOUGHNUTS IDEAPAINT TO BE RELEASED APRIL 2ND INKFRUIT PRANA KOR WATER TEAM IN TRAININGIn  your  opinion,  what  organiza%ons,  brands  or  products  have  the  best  digital  engagement,  social  media/word  of   mouth/community  building/grassroots  or  customer-­‐centric  onine  prac%ces     (aside  from  those  you  currently  work  on)?   2013  Proprietary  and  Confiden3al  -­‐   46   Wikibrands  
  • IX. MEDIA/CONTENT/PLATFORMS
  • MOST IMPORTANT DIGITAL PLATFORMS % RESPONSE – TOP 3 PLATFORMS CORPORATE SOCIAL WEBSITE NETWORK Search PAGES CORPORATE ENGINE BLOG OPTIMIZATION INFLUENCER/ CORPORATE BLOGGER EMAIL/ OUTREACH MOBILE ONLINE DATABASE TO BE RELEASED APRIL 2ND #1   APPS/COMMUNITIES #2   #3   WEBSITE CUSTOMER/ OF INTEREST #4   #5   PARTNER #6   COMMUNITIES #7   #8   #9   Q:  What  are  the  biggest  priority  (owned,  earned,  paid  or  shared)  digital  plaoorms  for  your  organiza%on,  is  it   your....(max.  3  answers):   2013  Proprietary  and  Confiden3al  -­‐   48   Wikibrands  
  • TOP SOCIAL NETWORKS/PLATFORMS – “MOST ESSENTIAL”RANKED - % AGREED #1 FACEBOOK #2 TWITTER #3 LINKEDIN #4 YOUTUBE #5 WORDPRESS#6 MOBILE APPS TO BE RELEASED APRIL 2ND #7 HOOTSUITE/TWEETDECK #8 GOOGle + #9 INSTAGRAM #10 PINTEREST Q:  What  is  your  impression  of  the  following  networks  in  their  importance  to  your  organiza%on  ?    (23  social  network/social  sharing  op%ons)   2013  Proprietary  and  Confiden3al  -­‐   49   Wikibrands  
  • TOP SOCIAL NETWORKS/PLATFORMS – “MOST UNDERRATED”RANKED - % AGREED #3 YOUTUBE #4 MEETUP/UPCOMING/#1 SLIDESHARE #2 LINKEDIN #5 GOOGLE + EVENTBRITE #6 TUMBLR TO BE RELEASED APRIL 2ND #7 PINTEREST #8 INSTAGRAM #9 MOBILE APPS #10 KICKSTARTER/ INDIEGOGO Q:  What  is  your  impression  of  the  following  networks  in  their  importance  to  your  organiza%on  ?     (23  social  network/social  sharing  op%ons)   2013  Proprietary  and  Confiden3al  -­‐   50   Wikibrands  
  • TOP SOCIAL NETWORKS/PLATFORMS – “FASTEST MOVERS – BULLS & BEARS”RANKED - % AGREED #1 PINTEREST #2 INSTAGRAM #3 MOBILE APPS #4 GOOGLE + #5 SLIDESHARE #1 MYSPACE TO BE RELEASED APRIL 2ND #2 GROUP ON/LIVING SOCIAL #3 FLICKR #4 DIGG/REDDIT/ STUMBLE UPON #5 FOURSQUARE/ YELP Q.:  What  is  your  impression  of  the  following  networks  in  their  importance  to  your  organiza%on  ?     (23  social  network/social  sharing  op%ons)   2013  Proprietary  and  Confiden3al  -­‐   51   Wikibrands  
  • CONTENT SUCCESS FACTORS% “MOST IMPORTANT” RESPONSE CONTENT INTERACTION 25%   CONTENT QUALITY 69%   TO BE RELEASED APRIL 2ND CONTENT VARIETY 4%   CONTENT QUANTITY CONTENT COST 1%   1%   Q:    Whats  the  most  important  thing  in  building  effec%ve  and  efficient  digital  content?   2013  Proprietary  and  Confiden3al  -­‐   Wikibrands  
  • CONTACT & NEXT STEPS
  • KEY NEXT STEPSDaily Wikibrands Blog Release Starting March 15th, 2013Press Release – Official Results Release April 2, 2013Insider Webinars April 2 & 4, 2013 (see next page)White Paper Availability April 9, 2013Interview Posts w/ Top Ranked Brands April 11, 2013 + weeklyThemed Webinars April 18/May 16/June 20, 20132014 TBR Advisory Board Recruitment June, 2013       2013  Proprietary  and  Confiden3al  -­‐   54   Wikibrands  
  • “BUZZ REPORT INSIDER” WEBINARSApril 2nd, 2013 April 4th, 2013 3-4pm EST 12-1pm EST
  • THE BUZZ REPORT & WIKIBRANDS ON THE ROADWe’re available to present results where you are: Our SPEAKING ENGAGEMENTS http://wiki-brands.com/contact/ - Sean MOFFITT - MIKE DOVER 2013  Proprietary  and  Confiden3al  -­‐   56   Wikibrands  
  • STAY CONNECTED www.wiki-­‐brands.com     @wikibrands     Contact  Us     2013  Proprietary  and  Confiden3al  -­‐   57   Wikibrands