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Wikibrands - Internet Hungary

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Sean Moffitt presentation at Internet Hungary - Hungary's largest internet-focused conference. Udvoozoljuk Kanadabol.

Sean Moffitt presentation at Internet Hungary - Hungary's largest internet-focused conference. Udvoozoljuk Kanadabol.

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  • Whereas some of my fellow members of the blonde guild society have their cuases cleaning up their own neck of the woods – I am focused on my little postage stamp in the world
  • enti
  • enti
  • I loved this morning’s chats about Social Business – from strategy by Chris to infrastructure by Sam – this is no longer excused as a tacticCertainly if you look at a Beatle’s metaphor and their popularity below in terms of Google searches, social business might not be everybody’s favourite topic like John Lennon but it is the high ground for effective use of social media and new technology
  • The sad reality is that we all think its important and many think we deliver a good one, only a small fraction of customers ageree
  • Shocking, but buisness is coming around
  • 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?
  • Transcript

    • 1. Wikibrands - Reinventing Your Company in a Customer-Driven Marketplace -
      October, 2011Internet Hungary
      @wikibrands
      Sean Moffitt @seanmoffitt
    • 2. What’s with these marketing/tech authors?
    • 3. 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
      Secrets
    • 4. From The Seed of Wikinomics…
      2006
    • 8. Wikibrands…
      Customer Leadership for the Digital Age
      • Customer Experience
      • 9. Online Community
      • 10. Social Technologies
      • 11. Brand Collaboration
      ___________________
      “Digital Participation Wins”
      2011
    • 12. Wikibrands
      – A Practical Guide for Reinventing Business -
      What?
      A study of top 100 engaged brands and business
      How?
      A 10 step roadmap for business success in digital spaces
    • 13. Let’s Have a Grown Up Conversation…
      The Evolution of Engagement/Social
      1998-2001
      2002-2004
      2005-2006
      2009-2010
      2011- ???
      2007-2008
      How do
      we test it?
      How do we
      make it core?
      What is it?
      Should we
      do it?
    • 14. A Premium Brand is Now a Mark of Participation
      Wikibrands - There’s a new currency on how to 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
    • 15. Stand Up and be Counted…
      Who here participates in new/digital/social media?
      Keep Standing if:
      - You want your digital efforts to be AWESOME
      -You want your customers to RAVE about you
      - You have currently achieved AWESOMENESS and RAVING LUNACY via your digital media?
    • 16. The Challenge Today – <30 Minutes
      • 3 Big Paradoxes
      • 17. 6 Benefits to Wikibranding
      • 18. The 10 Things to Get Right
      • 19. FLIRT Model – Building It
      • 20. MILC Model – Maintaining It
      • 21. Culture – Supporting It
      • 22. Q & A
    • 3 Big Uncomfortable Paradoxes
    • 23. Paradox #1 - Forget social media…
      …we need social business
    • 24. An Exciting Array of New Connected Media
      Buy
      Play
      Entertain
      Create
      Learn
      Escape
      Converse
    • 25. But 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
    • 26. A Genuine Culture Change is Required
      SOCIAL INFLUENCE/
      WIKIBRAND MARKETING
      MASS
      MARKETING
      DIRECT
      MARKETING
      Control
      Hype
      Decisions
      Features
      Collaboration
      Transparency
      Dialogue
      Purpose
    • 27. Social media is a great tool…
      Global media industry $600 billion industry
      Digital Media $90 billion industry
      Social Media $14 billion industry
      It’s not the end game.
    • 28. The real Wikibrands challenge…
      Global education industry $ 2 trillion annually
      Global IT and Communications $ 3 trillion annually
      Global health care industry $ 4 trillion annually
      Global energy industry $ 6 trillion annually
      Global banking industry $ 7 trillion annually
      How do we reinvent some of these industries?
    • 29. “Facebook is Ringo, Social Media is George,
      Word of Mouth is Paul, but Social Business is John”
    • 30. Paradox #2 – Business talks a good game…
      …but only in the long term
    • 31. Not a Crisis of Faith –
      Of course this will happen but…
      “Wikibrandmarketing influence (social, mobile, word of mouth) will overtake traditional media influence within the next decade”
      69% strongly agree/agree
      “A company's customer advocacy leader needs to be a frequent and very active participant in the social networking space”
      91% strongly agree/agree
      Source: Buzz Report
    • 32. Customer Experience Reigns
      - The Executive Suite is Out of Touch -
      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%
    • 33. A Crisis of Action …Not on my shift
      ½ of top firms don’t have a strategy to tap the benefits of new/social media
      78% don't have an employee policy for use of new/social media
      53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort.  
      Source: Commotion Study/Buzz Report
    • 34. And a Crisis of Knowledge
      71% of marketers are less/only equally familiar w/ new media tools than their customers.
      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
    • 35. An Encouraging Silver Lining – Wikibranding
      Why Now Business Executives?
      #1 The Need for Authenticity and Transparency
      #2 The rise of social networks
      #3 Increasing role of wireless/mobile
      #4 Customers/people waning attention spans
      #5 Media fragmentation
      Agent Wildfire -The Buzz Report 2011
    • 36. Paradox #3 – Brands have never had less control…
      …yet never been more important
    • 37. A Demanding and Activist Customer Culture has Taken Over
    • 38. But Brands Matter
      …yes, more than ever in 2011
    • 39. Forget Marketing’s 4Ps…
      Embrace the Wikibrand 13Es
      Mission
      Drivers
      Would you recommend my brand to a friend or colleague?
      Advanced
      Drivers
      Effiliation
      Experience
      Premium
      Drivers
      Equity
      Ennovative
      Entimate
      Entertainment
      Basic
      Drivers
      Education
      Entegrity
      Exposed
      Exchange
      Esthetics
      Company-driven
      User-driven
    • 40. Do Brands Belong in Social? You betcha…
      • 85% of people want companies engaging with their customers in social media
      - Twitterers are three times more likely to embrace brands than average population
      Visual : The Atlantic
    • 41. Six Big Wikibrand Benefits
      Brand Advocacy (Marketing)
      • Word of mouth
      • 42. Referral/recommendation
      • 43. Badging
      • 44. Sales/traffic
      • 45. Reduction in media budgets
      Brand Perception (PR)
      • Awareness/exposure/SEO
      • 46. Affinity
      • 47. Empathy/respect
      • 48. Lead industry conversation
    • Six Big Wikibrand Benefits
      Brand Content (Media/Customer Experience)
      • Co-innovation/solutions
      • 49. User-generated Creative
      • 50. User-generated content
      • 51. Reviews/ratings
      Brand Insight (Research and Innovation)
      • Idea stimulus
      • 52. Beta-testing
      • 53. Market research/polling
      • 54. Industry/competitive intelligence
    • Six Big Wikibrand Benefits
      Brand Support (Customer service)
      • Customer service
      • 55. Education/ advice
      • 56. Value-add experience
      • 57. Lead industry conversation
      Brand Serendipity (HR/Corporate)
      • Stories/Inspiration
      • 58. Corporate social responsibility
      • 59. Galvanize employees
      • 60. Traditional media interest
    • Let’s go beyond the simple…
      “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?”
    • 61. The Recipe for Success?
      ..10 Factors
    • 62. #1 FOCUS
      – “Why are we doing this/what are we doing?”
    • 63. FOCUS– The 4 Legs of the Wikibrands Strategy Couch
    • 64. #FOCUS– Four Big Axioms
      Social/member needs > Company needs
      The social customer has 4 seconds…
      Focus > Technology
    • 65. Top 10 Ranked Word of Mouth Elements
      Great ideas that spread are rare and valuable
      #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*
    • 66. Movember
      – Energizing a Community with a Clear Focus
      Objectives – Vision – “Change the Face of Men’s Health”
      Brand – “Bring back the retro icon of the moustache to visibly support cause”
      Customer - The right mix of fun, retro appeal, competition, sense of belonging to a team and a global movement that is making a difference
      Organizational Culture -
      – every interaction and donation matters
      - If it’s awesome they will use it, if it’s awesome they will talk about it
    • 67. #2 LANGUAGE, CONTENT & OUTREACH
      “do I like this/is there enough of this/can I identify with this/do they know me?”
    • 68. “It doesn’t matter what you say, if I don’t like the way you’re saying it”
      James Cherkoff, Collaborate Marketing
    • 69. “Social Media can make you suck in more places, faster, and louder than before” Anonymous Bank CMO
    • 70. LANGUAGE –
      If you wouldn’t say it in real life to a friend,
      don’t say it on the social web
    • 71. CONTENT FREQUENCY-
      It may be cheap, but this is not a part time job
      The average tweet lasts 12 minutes
      The average Facebook post lasts 80 minutes
      The average blog post last 1 ½ days
    • 72. CONTENT FREQUENCY –
      If the Customer is King, then Content is Queen
      Blog – Min. 3 posts per week
      - well-tagged
      Tweets – Min. 4 tweets per day
      - 50/50 conversation/distribution
      Video – Min. 1 video per month
      - Embed in other channels
      Email – Min. 1-4 newsletter per month
    • 73. CONTENT IMPACT –
      Act Different, Think Different, Be Different
      “You have to check this out”
      Drivers
      Unique
      Dynamic
      Different
      Distinctive
      Innovative
      Visionary
      Daring
      Progressive
    • 74. OUTREACH – The Community Richter Scale
      Do you know who your top 1,000 fans are?
    • 75. Outreach Award-
      lululemon – Ambassadors who buy in
    • 76. - Wikibrand Recruitment Tools -
      Where to Find Your Best Fans
      Employees
      Twitter (or other microblogging platform)
      Facebook
      Discussion Forums
      Traditional PR
      Dedicated Community Portal
      Conversion of website visitors
      Blogger Outreach
      Source: Agent Wildfire 2010 Community Management Survey
    • 77. 4. INCENTIVES & MOTIVATIONS
      “what’s in it for me?”
    • 78. 27 Community Incentives - Intrinsic
      “The Feel Goods”
      Fun & enjoyment
      Creativity
      Group effort/achievement
      Learning
      Better life/supporting cause
      Challenge/competition
      Satisfying curiosity
      Wanting to make a better product
      Meet people of similar interests
    • 79. 27 Community Incentives - Extrinsic
      “The Look Goods”
      Recognition by company
      Access to exclusive resources
      Ability to join VIP circle
      Access to exclusive channels
      Chance for wider Fame
      Recognition by peers
      Published leaderboard/ranking within community
      Reputation building
      A larger audience/stage
    • 80. 27 Community Incentives - Explicit
      “The Get Somethings”
      Invitation to Events
      3rd party incentives
      Customized/personalized treatment
      Non-monetary rewards
      Discounts
      Points accumulation
      Customer service
      Information/advice
      Cash rewards
    • 81. Kiva – Intrinsic, Extrinsic and Explicit Rewards
    • 82. 5. RULES, GUIDELINES & RITUALS
      “what can/can’t I do here?”
    • 83. Rules - Kodak – Good Empowering Rules
      Air Force – Good Prescriptive Rules
      Experience Facilitation
      Legal & Ethical Concerns
      Employee Policies
      Ownership Rights
      Support, Training and Certification
      Rituals/Customs
    • 84. 6. TOOLS & PLATFORM
      “how and where does it work?” A home, neutral and away game…
    • 85. Have a Home, Neutral and Away Game
      Away:
      Social Networks
      Sharing Sites
      Other Blogs
      Influencers
      Neutral:
      Brand Pages
      Personal Profiles
      RSS Feed
      Facebook Connect
      Home:
      Website
      Blog
      Community
      Forums
    • 86. The Essential 8 “Away Game” Tools
      WOM
      OVERVIEW:
      WILDFIRE
      Video
      Sharing
      Professional
      Networks
      Social
      Networks
      Micro
      Blogs
      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
    • 87. The Essential 7 “Home Game” Tools
      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
    • 88. An Awesome Home Game - Threadless
    • 89. The Away Game - Kraft
      - The Tools of Word of Mom
    • 90. 7. COMMUNITY MANAGEMENT
      “who will lead the conversation?”
    • 91. You can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love
    • 92. Community Managers –
      The Social Web’s Best Party Host
    • 93. Top Tasks of Community Managers
      Communication
      Content Creation
      Company/brand evangelism
      Member/Customer support
      Ongoing Facilitation
      Metrics Reporting
      Event Host
      Community Evolution/Feature Development
      Internal Rallying Cry
      Community Administration
      Member Recruitment/Crowdsourcing
      Source: Agent Wildfire 2010 Community Management Survey
    • 94. 8. LIFE STAGE OF THE COMMUNITY
      “when do we need to adapt?”
    • 95. The Life Stage of Social Media/Community
      Milestone achievement
      User generated content
      Incentives materialized
      Mass supported
      Expected cycle of activity
      Expansion
      Broadened focus
      Company culture change
      Self-governance
      Tiered membership
      Fresh produced content
      Highlight contribution
      Incentives pitched
      Networked
      Seeded audience
    • 96. Life Stage Management
      Experiment Quarterly (Threadless)
      THE GREAT
      Reinvent every 2 years (Dell)
      THE GOOD
      Not monitoring/moderating daily
      THE BAD
      Not reviewing weekly
      THE UGLY
    • 97. 9. METRICS, MEASUREMENT,
      INSIGHTS & ROI
      “what do we measure and look for?”
    • 98. Digital Media Measurement - No Silver Bullet Formula
    • 99. Different Brand Yardsticks
      • Measure The Applause, Not the Attendance
      • 100. Try many small testable experiments
      • 101. Have goals, track over time
    • #10 Culture Change Required
      – “Live the brand, listen before saying, letting go?”
    • 102. Raising a Brand, The Difference Between
      Raising a 4 Year Old
      Parenting an 18 Year Old
    • 103. The Biggest Wikibranding Sin
      - Social Deafness -
      Source: Agent Wildfire 2010 Buzz Report
    • 104. Internally,
      Get Employees on the Bus…
    • 105. Some takeaway messages
    • 106. Brands, It’s Ok to FLIRT
      Focus
      Language, Content and Outreach
      Incentives, and Motivations
      Rules, Guidelines and Rituals
      Tool and Platforms
    • 107. Getting Engaged is Not a Fling It’s a Commitment
      Top 5 Wikibrands
      Support Elements:
      Culture
      Community Life Stage Development
      Internalizing Wikibrands
      Community Management
      Measurement/Metrics
    • 108. In a world of no time, attention and trust…don’t play it safe or follow others
      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
    • 109. Never Forget – Humans are Hard Wired Social Animals
      81
    • 110. If Lubricants, Scissors and Insurance Can Do It, So Can You
    • 111. Koszonomszepen…Wikibrands
      Twitter:
      @wikibrands
      Contact us:
      sean@wiki-brands.com
      @seanmoffitt