Wikibrands - Internet Hungary

Wikibrands - Reinventing Your Company in a Customer-Driven Marketplace -
October, 2011Internet Hungary
@wikibrands
Sean Moffitt @seanmoffitt

What’s with these marketing/tech authors?

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

From The Seed of Wikinomics…
Peering
Being Open
Acting Globally
Sharing
2006

Wikibrands…
Customer Leadership for the Digital Age
Customer Experience
Online Community
Social Technologies
Brand Collaboration
___________________
“Digital Participation Wins”
2011

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

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?

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

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?

The Challenge Today – <30 Minutes
3 Big Paradoxes
6 Benefits to Wikibranding
The 10 Things to Get Right
FLIRT Model – Building It
MILC Model – Maintaining It
Culture – Supporting It
Q & A

3 Big Uncomfortable Paradoxes

Paradox #1 - Forget social media…
…we need social business

An Exciting Array of New Connected Media
Buy
Play
Entertain
Create
Learn
Escape
Converse

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

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

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.

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?

“Facebook is Ringo, Social Media is George,
Word of Mouth is Paul, but Social Business is John”

Paradox #2 – Business talks a good game…
…but only in the long term

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

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%

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

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

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

Paradox #3 – Brands have never had less control…
…yet never been more important

A Demanding and Activist Customer Culture has Taken Over

But Brands Matter
…yes, more than ever in 2011

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

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

Six Big Wikibrand Benefits
Brand Advocacy (Marketing)
Word of mouth
Referral/recommendation
Badging
Sales/traffic
Reduction in media budgets
Brand Perception (PR)
Awareness/exposure/SEO
Affinity
Empathy/respect
Lead industry conversation

Brand Content (Media/Customer Experience)
Co-innovation/solutions
User-generated Creative
User-generated content
Reviews/ratings
Brand Insight (Research and Innovation)
Idea stimulus
Beta-testing
Market research/polling
Industry/competitive intelligence

Brand Support (Customer service)
Customer service
Education/ advice
Value-add experience
Lead industry conversation
Brand Serendipity (HR/Corporate)
Stories/Inspiration
Corporate social responsibility
Galvanize employees
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?”

The Recipe for Success?
..10 Factors

#1 FOCUS
– “Why are we doing this/what are we doing?”

FOCUS– The 4 Legs of the Wikibrands Strategy Couch

#FOCUS– Four Big Axioms
Social/member needs > Company needs
The social customer has 4 seconds…
Focus > Technology

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*

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

#2 LANGUAGE, CONTENT & OUTREACH
“do I like this/is there enough of this/can I identify with this/do they know me?”

“It doesn’t matter what you say, if I don’t like the way you’re saying it”
James Cherkoff, Collaborate Marketing

“Social Media can make you suck in more places, faster, and louder than before” Anonymous Bank CMO

LANGUAGE –
If you wouldn’t say it in real life to a friend,
don’t say it on the social web

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

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

CONTENT IMPACT –
Act Different, Think Different, Be Different
“You have to check this out”
Drivers
Unique
Dynamic
Different
Distinctive
Innovative
Visionary
Daring
Progressive

OUTREACH – The Community Richter Scale
Do you know who your top 1,000 fans are?

Outreach Award-
lululemon – Ambassadors who buy in

- 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

4. INCENTIVES & MOTIVATIONS
“what’s in it for me?”

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

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

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

Kiva – Intrinsic, Extrinsic and Explicit Rewards

5. RULES, GUIDELINES & RITUALS
“what can/can’t I do here?”

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

6. TOOLS & PLATFORM
“how and where does it work?” A home, neutral and away game…

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

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
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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
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An Awesome Home Game - Threadless

The Away Game - Kraft
- The Tools of Word of Mom

7. COMMUNITY MANAGEMENT
“who will lead the conversation?”

You can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love

Community Managers –
The Social Web’s Best Party Host

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

8. LIFE STAGE OF THE COMMUNITY
“when do we need to adapt?”

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

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

9. METRICS, MEASUREMENT,
INSIGHTS & ROI
“what do we measure and look for?”

Digital Media Measurement - No Silver Bullet Formula

Different Brand Yardsticks
Measure The Applause, Not the Attendance
Try many small testable experiments
Have goals, track over time

#10 Culture Change Required
– “Live the brand, listen before saying, letting go?”

Raising a Brand, The Difference Between
Raising a 4 Year Old
Parenting an 18 Year Old

The Biggest Wikibranding Sin
- Social Deafness -
Source: Agent Wildfire 2010 Buzz Report

Internally,
Get Employees on the Bus…

Some takeaway messages

Brands, It’s Ok to FLIRT
Focus
Language, Content and Outreach
Incentives, and Motivations
Rules, Guidelines and Rituals
Tool and Platforms

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

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

Never Forget – Humans are Hard Wired Social Animals
81

If Lubricants, Scissors and Insurance Can Do It, So Can You

Koszonomszepen…Wikibrands
Twitter:
@wikibrands
Contact us:
sean@wiki-brands.com
@seanmoffitt

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