Wikibrands - Internet Hungary


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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
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  • 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?
  • Wikibrands - Internet Hungary

    1. 1. Wikibrands - Reinventing Your Company in a Customer-Driven Marketplace -<br />October, 2011Internet Hungary<br />@wikibrands<br />Sean Moffitt @seanmoffitt<br />
    2. 2. What’s with these marketing/tech authors?<br />
    3. 3. Who is Sean Moffitt….<br />Just A Blonde Guy With a Cause<br />Bad US Soccer<br />Perception<br />Bad Chefs<br />Bad Spies<br />Bad Marketing and Digital Practice<br />Bad <br />British Cuisine<br />Bad Bay Area Hoods<br />Bad <br />Secrets<br />
    4. 4. From The Seed of Wikinomics…<br /><ul><li> Peering
    5. 5. Being Open
    6. 6. Acting Globally
    7. 7. Sharing</li></ul>2006<br />
    8. 8. Wikibrands…<br />Customer Leadership for the Digital Age<br /><ul><li> Customer Experience
    9. 9. Online Community
    10. 10. Social Technologies
    11. 11. Brand Collaboration</li></ul>___________________<br />“Digital Participation Wins”<br />2011<br />
    12. 12. Wikibrands<br />– A Practical Guide for Reinventing Business -<br />What?<br />A study of top 100 engaged brands and business<br />How?<br />A 10 step roadmap for business success in digital spaces<br />
    13. 13. Let’s Have a Grown Up Conversation…<br />The Evolution of Engagement/Social<br />1998-2001<br />2002-2004<br />2005-2006<br />2009-2010<br />2011- ???<br />2007-2008<br /> How do <br />we test it?<br /> How do we<br />make it core?<br />What is it?<br />Should we <br />do it?<br />
    14. 14. A Premium Brand is Now a Mark of Participation<br />Wikibrands - There’s a new currency on how to build business…<br />“Something you Want”<br />1950<br />“Something you Trust”<br />1910<br />“Something you Buy”<br />1850<br />“Something you <br />Participate In”<br />2011<br />“Something you Prefer”<br />1980<br />“Something you Love”<br />2000<br />
    15. 15. Stand Up and be Counted…<br />Who here participates in new/digital/social media?<br />Keep Standing if:<br />- You want your digital efforts to be AWESOME<br />-You want your customers to RAVE about you<br />- You have currently achieved AWESOMENESS and RAVING LUNACY via your digital media?<br />
    16. 16. The Challenge Today – <30 Minutes<br /><ul><li> 3 Big Paradoxes
    17. 17. 6 Benefits to Wikibranding
    18. 18. The 10 Things to Get Right
    19. 19. FLIRT Model – Building It
    20. 20. MILC Model – Maintaining It
    21. 21. Culture – Supporting It
    22. 22. Q & A</li></li></ul><li>3 Big Uncomfortable Paradoxes<br />
    23. 23. Paradox #1 - Forget social media…<br />…we need social business<br />
    24. 24. An Exciting Array of New Connected Media<br />Buy<br />Play<br />Entertain<br />Create<br />Learn<br />Escape<br />Converse<br />
    25. 25. But technology and tools are less than 20% of the deal<br />“The diffusion of innovation is based more on sociology and psychology than on technology.”<br />Everett Rogers, 1962- The Diffusion of Innovations<br />
    26. 26. A Genuine Culture Change is Required<br />SOCIAL INFLUENCE/<br />WIKIBRAND MARKETING<br />MASS <br />MARKETING<br />DIRECT <br />MARKETING<br />Control<br />Hype<br />Decisions<br />Features<br />Collaboration<br />Transparency<br />Dialogue<br />Purpose<br />
    27. 27. Social media is a great tool…<br />Global media industry $600 billion industry<br />Digital Media $90 billion industry<br /> Social Media $14 billion industry<br />It’s not the end game.<br />
    28. 28. The real Wikibrands challenge…<br />Global education industry $ 2 trillion annually<br />Global IT and Communications $ 3 trillion annually<br />Global health care industry $ 4 trillion annually<br />Global energy industry $ 6 trillion annually<br />Global banking industry $ 7 trillion annually <br />How do we reinvent some of these industries?<br />
    29. 29. “Facebook is Ringo, Social Media is George, <br />Word of Mouth is Paul, but Social Business is John”<br />
    30. 30. Paradox #2 – Business talks a good game…<br />…but only in the long term<br />
    31. 31. Not a Crisis of Faith – <br />Of course this will happen but…<br />“Wikibrandmarketing influence (social, mobile, word of mouth) will overtake traditional media influence within the next decade”<br />69% strongly agree/agree<br />“A company's customer advocacy leader needs to be a frequent and very active participant in the social networking space” <br />91% strongly agree/agree<br />Source: Buzz Report<br />
    32. 32. Customer Experience Reigns<br />- The Executive Suite is Out of Touch -<br />Executives who believe the Customer Experience is the new battleground <br />- 95%<br />Executives who believe they are delivering a positive customer experience - 80%<br />CUSTOMERS WHO AGREE - 8%<br />
    33. 33. A Crisis of Action …Not on my shift<br />½ of top firms don’t have a strategy to tap the benefits of new/social media<br />78% don't have an employee policy for use of new/social media<br />53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort.  <br />Source: Commotion Study/Buzz Report<br />
    34. 34. And a Crisis of Knowledge<br />71% of marketers are less/only equally familiar w/ new media tools than their customers.<br />Only 14% of companies are proactive in creating external advocates and leveraging them.<br />90%of executives believe their agencies need to radically transform be more competitive in a wikibrand world.<br />Source: SNCR/Buzz Report<br />
    35. 35. An Encouraging Silver Lining – Wikibranding<br />Why Now Business Executives?<br />#1 The Need for Authenticity and Transparency<br />#2 The rise of social networks<br />#3 Increasing role of wireless/mobile<br />#4 Customers/people waning attention spans<br />#5 Media fragmentation<br />Agent Wildfire -The Buzz Report 2011<br />
    36. 36. Paradox #3 – Brands have never had less control…<br />…yet never been more important<br />
    37. 37. A Demanding and Activist Customer Culture has Taken Over<br />
    38. 38. But Brands Matter <br />…yes, more than ever in 2011<br />
    39. 39. Forget Marketing’s 4Ps…<br />Embrace the Wikibrand 13Es<br />Mission<br />Drivers<br />Would you recommend my brand to a friend or colleague?<br />Advanced<br />Drivers<br />Effiliation<br />Experience<br />Premium<br />Drivers<br />Equity<br />Ennovative<br />Entimate<br />Entertainment<br />Basic <br />Drivers<br />Education<br />Entegrity<br />Exposed<br />Exchange<br />Esthetics<br />Company-driven<br />User-driven<br />
    40. 40. Do Brands Belong in Social? You betcha…<br /><ul><li> 85% of people want companies engaging with their customers in social media</li></ul>- Twitterers are three times more likely to embrace brands than average population<br />Visual : The Atlantic<br />
    41. 41. Six Big Wikibrand Benefits<br />Brand Advocacy (Marketing)<br /><ul><li>Word of mouth
    42. 42. Referral/recommendation
    43. 43. Badging
    44. 44. Sales/traffic
    45. 45. Reduction in media budgets</li></ul>Brand Perception (PR)<br /><ul><li>Awareness/exposure/SEO
    46. 46. Affinity
    47. 47. Empathy/respect
    48. 48. Lead industry conversation</li></li></ul><li>Six Big Wikibrand Benefits<br />Brand Content (Media/Customer Experience)<br /><ul><li> Co-innovation/solutions
    49. 49. User-generated Creative
    50. 50. User-generated content
    51. 51. Reviews/ratings</li></ul>Brand Insight (Research and Innovation)<br /><ul><li> Idea stimulus
    52. 52. Beta-testing
    53. 53. Market research/polling
    54. 54. Industry/competitive intelligence</li></li></ul><li>Six Big Wikibrand Benefits<br />Brand Support (Customer service)<br /><ul><li> Customer service
    55. 55. Education/ advice
    56. 56. Value-add experience
    57. 57. Lead industry conversation</li></ul>Brand Serendipity (HR/Corporate)<br /><ul><li> Stories/Inspiration
    58. 58. Corporate social responsibility
    59. 59. Galvanize employees
    60. 60. Traditional media interest</li></li></ul><li>Let’s go beyond the simple…<br />“The suggestion that a firm merely needs to participate in a conversation is a little naive. <br />Microsoft was mentioned 2.5 million times in the blogosphere the previous year, and we have eighty-nine thousand employees. <br />How can you realistically be expected to operationalize a response to all of them?”<br />
    61. 61. The Recipe for Success?<br />..10 Factors<br />
    62. 62. #1 FOCUS<br />– “Why are we doing this/what are we doing?”<br />
    63. 63. FOCUS– The 4 Legs of the Wikibrands Strategy Couch<br />
    64. 64. #FOCUS– Four Big Axioms<br />Social/member needs > Company needs<br />The social customer has 4 seconds…<br />Focus > Technology<br />
    65. 65. Top 10 Ranked Word of Mouth Elements<br />Great ideas that spread are rare and valuable<br />#1 Conversation Worthy Idea/Concept<br />#2 Great Product/Brand<br />#3 Customer Experience provided<br />#4 The Audience who Participates<br />#5 Culture/employees of a Company<br />#6 Method in which it interacts w/ its audience<br />#7 Incentives for referral<br />#8 Strong process* <br />#9 Creative/design used<br />#10 Tools/platforms built*<br />
    66. 66. Movember<br /> – Energizing a Community with a Clear Focus<br />Objectives – Vision – “Change the Face of Men’s Health”<br />Brand – “Bring back the retro icon of the moustache to visibly support cause”<br />Customer - The right mix of fun, retro appeal, competition, sense of belonging to a team and a global movement that is making a difference<br />Organizational Culture -<br /> – every interaction and donation matters<br /> - If it’s awesome they will use it, if it’s awesome they will talk about it<br />
    67. 67. #2 LANGUAGE, CONTENT & OUTREACH<br />“do I like this/is there enough of this/can I identify with this/do they know me?”<br />
    68. 68. “It doesn’t matter what you say, if I don’t like the way you’re saying it” <br />James Cherkoff, Collaborate Marketing<br />
    69. 69. “Social Media can make you suck in more places, faster, and louder than before” Anonymous Bank CMO<br />
    70. 70. LANGUAGE – <br />If you wouldn’t say it in real life to a friend, <br />don’t say it on the social web <br />
    71. 71. CONTENT FREQUENCY-<br />It may be cheap, but this is not a part time job<br />The average tweet lasts 12 minutes<br />The average Facebook post lasts 80 minutes<br />The average blog post last 1 ½ days<br />
    72. 72. CONTENT FREQUENCY – <br />If the Customer is King, then Content is Queen<br />Blog – Min. 3 posts per week<br /> - well-tagged<br />Tweets – Min. 4 tweets per day<br /> - 50/50 conversation/distribution<br />Video – Min. 1 video per month<br /> - Embed in other channels<br />Email – Min. 1-4 newsletter per month <br />
    73. 73. CONTENT IMPACT – <br />Act Different, Think Different, Be Different<br />“You have to check this out”<br />Drivers<br /> Unique<br /> Dynamic<br /> Different<br /> Distinctive<br /> Innovative<br /> Visionary<br /> Daring<br />Progressive<br />
    74. 74. OUTREACH – The Community Richter Scale <br />Do you know who your top 1,000 fans are?<br />
    75. 75. Outreach Award- <br />lululemon – Ambassadors who buy in<br />
    76. 76. - Wikibrand Recruitment Tools -<br />Where to Find Your Best Fans<br /> Employees <br /> Twitter (or other microblogging platform) <br />Facebook<br /> Discussion Forums <br /> Traditional PR <br /> Dedicated Community Portal <br /> Conversion of website visitors <br /> Blogger Outreach <br />Source: Agent Wildfire 2010 Community Management Survey<br />
    77. 77. 4. INCENTIVES & MOTIVATIONS<br />“what’s in it for me?”<br />
    78. 78. 27 Community Incentives - Intrinsic<br />“The Feel Goods”<br />Fun & enjoyment<br />Creativity<br />Group effort/achievement<br />Learning<br />Better life/supporting cause<br />Challenge/competition<br />Satisfying curiosity<br />Wanting to make a better product<br />Meet people of similar interests<br />
    79. 79. 27 Community Incentives - Extrinsic<br />“The Look Goods”<br />Recognition by company<br />Access to exclusive resources<br />Ability to join VIP circle<br />Access to exclusive channels<br />Chance for wider Fame<br />Recognition by peers<br />Published leaderboard/ranking within community<br />Reputation building<br />A larger audience/stage<br />
    80. 80. 27 Community Incentives - Explicit<br />“The Get Somethings”<br />Invitation to Events<br />3rd party incentives<br />Customized/personalized treatment<br />Non-monetary rewards<br />Discounts<br />Points accumulation<br />Customer service<br />Information/advice<br />Cash rewards<br />
    81. 81. Kiva – Intrinsic, Extrinsic and Explicit Rewards<br />
    82. 82. 5. RULES, GUIDELINES & RITUALS<br />“what can/can’t I do here?”<br />
    83. 83. Rules - Kodak – Good Empowering Rules<br />Air Force – Good Prescriptive Rules<br />Experience Facilitation<br />Legal & Ethical Concerns<br />Employee Policies<br />Ownership Rights<br />Support, Training and Certification<br />Rituals/Customs<br />
    84. 84. 6. TOOLS & PLATFORM<br />“how and where does it work?” A home, neutral and away game…<br />
    85. 85. Have a Home, Neutral and Away Game<br />Away:<br />Social Networks<br />Sharing Sites<br />Other Blogs<br />Influencers<br />Neutral:<br />Brand Pages<br />Personal Profiles<br />RSS Feed<br />Facebook Connect<br />Home:<br />Website<br />Blog<br />Community<br />Forums<br />
    86. 86. The Essential 8 “Away Game” Tools<br />WOM<br />OVERVIEW:<br />WILDFIRE<br />Video<br />Sharing<br />Professional<br />Networks<br />Social<br />Networks<br />Micro<br />Blogs<br />Social Bookmarks<br />Location based<br />Ratings/<br />Forums<br />Photo <br />Sharing<br />Awareness<br />Perception<br />Targeting<br />Traffic/SEO<br />User Content<br />Engagement<br />Purchase<br />Referral<br />Evangelism<br />Thought Leadership<br />Measurement<br />1<br />3<br />2<br />2<br />3<br />1<br />3<br />1<br />1<br />1<br />1<br />2<br />1<br />2<br />3<br />3<br />2<br />1<br />1<br />2<br />3<br />2<br />3<br />2<br />3<br />3<br />2<br />3<br />2<br />1<br />1<br />2<br />3<br />
    87. 87. The Essential 7 “Home Game” Tools<br />WOM<br />OVERVIEW:<br />WILDFIRE<br />Monitoring Tools<br />Social <br />Dashboard<br />Online<br />Community<br />Wiki/<br />Collaboration<br />Blogs<br />Apps<br />Email<br />Awareness<br />Perception<br />Targeting<br />Traffic/SEO<br />User Content<br />Engagement<br />Purchase<br />Referral<br />Evangelism<br />Thought Leadership<br />Measurement<br />1<br />1<br />2<br />1<br />2<br />1<br />2<br />3<br />2<br />1<br />3<br />1<br />1<br />1<br />2<br />1<br />2<br />1<br />2<br />3<br />1<br />2<br />3<br />3<br />2<br />3<br />3<br />2<br />3<br />2<br />3<br />3<br />3<br />
    88. 88. An Awesome Home Game - Threadless<br />
    89. 89. The Away Game - Kraft <br />- The Tools of Word of Mom<br />
    90. 90. 7. COMMUNITY MANAGEMENT<br />“who will lead the conversation?”<br />
    91. 91. You can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love<br />
    92. 92. Community Managers – <br />The Social Web’s Best Party Host<br />
    93. 93. Top Tasks of Community Managers<br />Communication <br />Content Creation <br />Company/brand evangelism<br />Member/Customer support <br />Ongoing Facilitation <br />Metrics Reporting <br />Event Host <br />Community Evolution/Feature Development <br />Internal Rallying Cry <br />Community Administration <br />Member Recruitment/Crowdsourcing<br />Source: Agent Wildfire 2010 Community Management Survey<br />
    94. 94. 8. LIFE STAGE OF THE COMMUNITY<br />“when do we need to adapt?”<br />
    95. 95. The Life Stage of Social Media/Community<br />Milestone achievement<br />User generated content<br />Incentives materialized<br />Mass supported<br />Expected cycle of activity<br />Expansion<br />Broadened focus<br />Company culture change<br />Self-governance<br />Tiered membership<br />Fresh produced content<br />Highlight contribution<br />Incentives pitched<br />Networked <br />Seeded audience<br />
    96. 96. Life Stage Management<br />Experiment Quarterly (Threadless)<br />THE GREAT<br />Reinvent every 2 years (Dell)<br />THE GOOD<br />Not monitoring/moderating daily <br />THE BAD<br />Not reviewing weekly <br />THE UGLY<br />
    97. 97. 9. METRICS, MEASUREMENT, <br />INSIGHTS & ROI<br />“what do we measure and look for?”<br />
    98. 98. Digital Media Measurement - No Silver Bullet Formula<br />
    99. 99. Different Brand Yardsticks<br /><ul><li> Measure The Applause, Not the Attendance
    100. 100. Try many small testable experiments
    101. 101. Have goals, track over time </li></li></ul><li>#10 Culture Change Required<br />– “Live the brand, listen before saying, letting go?”<br />
    102. 102. Raising a Brand, The Difference Between<br />Raising a 4 Year Old<br />Parenting an 18 Year Old<br />
    103. 103. The Biggest Wikibranding Sin<br />- Social Deafness -<br />Source: Agent Wildfire 2010 Buzz Report<br />
    104. 104. Internally,<br />Get Employees on the Bus…<br />
    105. 105. Some takeaway messages<br />
    106. 106. Brands, It’s Ok to FLIRT<br />Focus<br />Language, Content and Outreach<br />Incentives, and Motivations<br />Rules, Guidelines and Rituals<br />Tool and Platforms<br />
    107. 107. Getting Engaged is Not a Fling It’s a Commitment<br />Top 5 Wikibrands<br />Support Elements:<br />Culture<br />Community Life Stage Development<br />Internalizing Wikibrands <br />Community Management<br />Measurement/Metrics<br />
    108. 108. In a world of no time, attention and trust…don’t play it safe or follow others<br />There is only one thing in the world worse than being talked about, and that is not being talked about.<br />Oscar Wilde, The Picture of Dorian Grey<br />
    109. 109. Never Forget – Humans are Hard Wired Social Animals<br />81<br />
    110. 110. If Lubricants, Scissors and Insurance Can Do It, So Can You<br />
    111. 111. Koszonomszepen…Wikibrands<br />Twitter:<br />@wikibrands<br />Contact us:<br /><br />@seanmoffitt<br />