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Wikibrands - Looking Under the Hood, What Makes Winning, Engaged Brands Tick in 2011 and Beyond - ACA Presentation - October 2011

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Keynote presentation by Sean Moffitt of Wikibrands at ACA360 conference - October 6, 2011 (Association of Canadian Advertisers) - also at www.wiki-brands.com …

Keynote presentation by Sean Moffitt of Wikibrands at ACA360 conference - October 6, 2011 (Association of Canadian Advertisers) - also at www.wiki-brands.com

Key chapters;
- 10 Immutable Laws/Inconvenient Truths
- 10 Wikibrand Success Factors
- 10 Smart Bets on the Futiure

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  • Happy to be in hometown recognized as master – whereas my last 2 years have been talking about the socialization of business and Wikibrands – my real roots are brands and word of mouthFor those following at home – the relevant hashtags are below
  • 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
  • Get through 17 chapters, the real core idea is that as brand owners, managers, agencies and stakeholders, we are in the middle of the poarticpation age – whereas brands represented important distinctions in the past based on ownership, equity, aspiration, preference or affinity, now the real limus test is are you providing forums for people to engage and particiapte more deeply with your brandThe stats prove it – according to Forrrester, those that engage deeply grow their value by 18% and those that don’t 6% - chicken or egg argument
  • So we interviewed the top 100 brands doing great work and asked them how they put their social pants on the morningToday we’ll focus on one of their core success factors – word of mouth
  • We wrote a book – some smart people liked it, we’ve been travelling the last 9 months evangelising our business manifesto – would love for you to join us
  • We wrote a book – some smart people liked it, we’ve been travelling the last 9 months evangelising our business manifesto – would love for you to join us
  • We wrote a book – some smart people liked it, we’ve been travelling the last 9 months evangelising our business manifesto – would love for you to join us
  • So before we go on a pretty heady WoM trip, I wanted to profeer to you that in a social tech, word of mouth world there really are 4 overriding laws, the Hammuraboi code, the 10 commandments of the social net so to speak
  • The first law is awesomeness – we truly don’t notice or talk about stuff that is above average or even good anymore, we are deluged with that – what we talk about is the 1% of stuff that we find fascinating and relevant (and maybe the 0.5% of stuff that really really offends us) – loved our fellow friend and canadian author neilpasricha who wrote a best seller on the topic Loved some of his 1000 acts of awesome from his blog – out of last 100, here are two of my faves , although personally hated #1000 Broccolflower
  • Three things I’ve been word of mouthing about in Toronto – Prvada Vodka bar, NuitBlache all night festival from alst week and Roncesvalles new restaurnat scene including new smkehouseBarque and authentic pizzeria Pizza Defina
  • Of 50 attrubytesSpice Route - It makes peeing feeel like a religious experience
  • We are pre-wired to talk – what social media has done is make it easy for usThe average person has 2 really close friends, 8 close friends and 33 social friends, if you are on facebook/Twitter/LinkediN you now have 385 friends
  • My colleague Emanuel Rosen wrote a two great bnooks on the subject of buzz and he nails it – we have 6 basic reasons why we like to talk…and they mimic some of the key social networks/websites we like to useEvery brand owner should ask why their users fundamentally want to buy and spend time with them
  • Contrary to fly by night, coupon clippers and deal hunters, the real core of your brand social squad will join your community for fundamentally social reasons
  • If I look at myself vs. the me from 20 years ago – my social network has feasibly expanded by a factor of 3,000 through my links to social networks
  • We need to be real at this stuff, there is a new higher order benfit customers are seeking out and it is a sense of realness and soul behind the business, brands, people and causes we support – part of more scrutiny and part if there are less of them, brands that know themselves and are perceived by their customers as the realk thing – social media elevates authenticty
  • Shocking, but buisness is coming around
  • In a world of great noise and consumer overburden, where customers can increaisngly filter the branded message out, word of mouth is the great enabler, we rely more than ever on our friends and people like me
  • 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
  • This is what your NEWcustomers’s basic needs are – it’s not quality or relaiability anymore – they want to be involved, they have a high standard, low tolerrance for slowness and will exact a tool when you don’t meet it now publicly
  • In a world of great noise and consumer overburden, where customers can increaisngly filter the branded message out, word of mouth is the great enabler, we rely more than ever on our friends and people like me
  • In a world of great noise and consumer overburden, where customers can increaisngly filter the branded message out, word of mouth is the great enabler, we rely more than ever on our friends and people like me
  • In a world of great noise and consumer overburden, where customers can increaisngly filter the branded message out, word of mouth is the great enabler, we rely more than ever on our friends and people like me
  • If you thought I would expound on the nittygritties of usingKlout vs. peerIndex, hosting communities on Salesforce vs. Lithium , measuring on Radian vs. Sysomos, sorry to upset but think again….it’s really the sociology and psychology of business and its customers that is the main gap
  • In a world of great noise and consumer overburden, where customers can increaisngly filter the branded message out, word of mouth is the great enabler, we rely more than ever on our friends and people like me
  • In a world of great noise and consumer overburden, where customers can increaisngly filter the branded message out, word of mouth is the great enabler, we rely more than ever on our friends and people like me
  • 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?
  • In a world of great noise and consumer overburden, where customers can increaisngly filter the branded message out, word of mouth is the great enabler, we rely more than ever on our friends and people like me
  • And it is deplorable that as a nation, our businesses are dragging their feet when our customers are the most primed for engagement in social media – we are at the top of the ranks of all key usage points online and in social media
  • And it is deplorable that as a nation, our businesses are dragging their feet when our customers are the most primed for engagement in social media – we are at the top of the ranks of all key usage points online and in social media
  • Transcript

    • 1. Wikibrands– Looking Under the Hood, What Makes Winning, Engaged Brands Tick in 2011 and Beyond
      October 2011ACA 360
      @wikibrands
      Sean Moffitt
      @seanmoffitt
    • 2. Impossible is Nothing…
    • 3.
    • 4. Moneyball Knows…
      Thinking Differently
      “We are card counters at the blackjack table. And we're gonna turn the odds on the casino."
      Reframing the Game
      “Your goal shouldn't be to buy players. Your goal should be to buy wins. In order buy wins, you need to buys runs.”
    • 5. 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?
    • 6. Let’s be honest, we need to change and get better…
    • 7. Caveat - “A Practical Guide”?
      “The first guy that breaks down the wall of how it's always been done always comes out the other side bloody” John Henry, Moneyball
    • 8. So we wrote a book…
      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”
      Ross Mayfield, President, Socialtext
      “Wikibrandsoffers marketers a rich understanding of how social media can drive engagement for brands that make them true”
      David Smith, Global Managing Director, Accenture
      “The path forward presented in Wikibrands is bright, helping change the landscape in an area ready for consumer driven, open innovation."
    • 9. Why - Wikibrands?
      …we hate the word “social media”
    • 10. “Facebook is Ringo, Social Media is George,
      Word of Mouth is Paul, but Social Business is John”
      Social Business
      105M
      Word of Mouth
      55M
      Social Media
      14M
      11M
    • 11. A Premium Brand is Now a Mark of Participation
      Wikibrands - A new currency on how digitally engaged brands 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
    • 12. How – Wikibrands?
      10 Continents/100 Engaged Brands
      • Word of mouth
      • 13. Grassroots marketing
      • 14. Social influence
      • 15. Customer participation
      • 16. Digital engagement
      • 17. Online community
      • 18. Connected media
      • 19. Member collaboration
      • 20. Awesome customer experience
      • 21. Distributed Content
      Equals
      success in business
    • 22. What – Wikibrands?
      Published by McGraw-Hill (2011 Launch)
      Twitter: @wikibrands
      Website: www.Wiki-Brands.com
      Now a:
      - Business Consultancy
      • Training Firm
      • 23. Executive Counsel
    • Agent Wildfire/Wikibrand’s
      3rd Annual Buzz Report Survey
      “My business may not survive over the next 10 years if we don't act swiftly to technology/digital culture”
      65% agree/strongly agree
      http://www.surveymonkey.com/s/buzzreport2011
    • 24. 30 Insights/30 Minutes
      • 10 Inconvenient Truths and Immutable Laws of the Social ‘Net
      • 25. 10Wikibrand Success Factors for Engaged Brands (FLIRT/ MILCC models)
      • 26. 10 Smart Bets for the Future
    • The 10 Immutable Laws of the ‘Net
      Socialness
      Authenticity
      Customer-ness
      Awesomeness
      Presence
      Influence
      Versatility
      13Es
      49th
      Psychology
    • 27.
    • 28. People don’t talk about average or even good stuff…
      “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
      The 1st Law of the Social Net - Awesomeness
    • 29. Fact - The World is Not Created Equal…
      Whether its business, products, services, motives, TV shows, people….
      There is the “AWESOME” - 1%
      There is the “GOOD” - 20%
      There is the “BAD” - 20%
      There is the “UGLY” - 1%
    • 30. What are You Talking About That’s Awesome?
    • 31. The Law of Awesomeness Online
      Only 0.9% of Facebook Users have…
      More than 500 friends
      Only 1.5% of Tweet conversations…
      Are three levels
      (replies) deep
    • 32. In a Wikibrand World -
      Act different, be different, think different
      Top 7 Things That People Talk About YOUR Brand
      Unique
      Dynamic
      Different
      Distinctive
      Innovative
      Visionary
      Daring
      Source: Y&R Brand Asset valuator
    • 33. People engage to be social not to be your brand BFF…
      The 2nd Law of the Social Net - Socialness
      23
    • 34. Six Core Human Instincts on Why We Talk
      • To Survive (Kiva/LinkedIn)
      • 35. To Connect (Facebook)
      • 36. To Make Sense of the World (Wikipedia)
      • 37. To Reduce Risk & Uncertainty (Amazon)
      • 38. To Benefit Economically (eBay)
      • 39. To Relieve Tension (YouTube)
    • – Online Community Motivation –
      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
    • 40. Me in 2011
      Me in 1992
      150
      3500
      X 12
      X 170
      150
      X 12
      2000
      8000
      X 500
      X 170
      5000
      4000
      X 170
      X 190
      800
      X 40
      1800
      People
      Strength
      5.4 Million
      People
      Strength
    • 41. You really can’t fake, broker or shortcut this stuff…
      The 3rd Law of the Social Net - Authenticity
    • 42. A Genuine Culture Change is Required
      SOCIAL INFLUENCE/
      WIKIBRAND MARKETING
      MASS
      MARKETING
      DIRECT
      MARKETING
      Control
      Hype
      Decisions
      Features
      Collaboration
      Transparency
      Dialogue
      Purpose
    • 43. 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 2011
    • 44. Most brands fail to deliver customer wants online…
      The 4th Law of The Social ‘Net
      – Customer-Ness
    • 45. 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%
    • 46. The Modern Customer’s Key Needs
      - Engage Me, Excite Me, Make it Easy or Pay the Price -
    • 47. What Your CEO Really Cares About
      The CEO's #2 and #3 priorities are customer service and experience;
      Advertising and promotion rank #12 and #14.
      Source: Microsoft Roundtable Study
    • 48. Most brands are irrelevant most of the time to their customers…
      The 5thLaw of The Social ‘Net
      –Presence
    • 49. This is a constantly shifting landscape…
      The average tweet lasts 12 minutes
      The average Facebook post lasts 80 minutes
      The average blog post last 1 ½ days
    • 50. “Let the Intern Solve It” - Syndrome
      53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort.  
      90%of executives believe their agencies need to radically transform to be more competitive in a wikibrand world.
      Source: SNCR/Buzz Report
    • 51. Some of these people are not like the others…
      The 6thLaw of The Social ‘Net
      –Influence
    • 52. You can’t chase everybody…
      “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?”
    • 53. Influencers Make Themselves Known Online
      13.8% of online
      population…
      …create 80% of the online influence posts
      6.2% of online population…
      …create 80% of the online influence impressions
    • 54. The 6 Types of Influencer –
      Find and Embrace Your Top 1000 Fans…
    • 55. We know how to find these people now
    • 56. Having the best software suite matters little…
      The 7thLaw of The Social ‘Net
      –Psychology
    • 57. 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
    • 58. What are the biggest elements to
      Online Word of Mouth?
      Tools used /platforms built?
      Customer Experience?
      Audience who participates?
      Incentives for referral?
      Great Product/Brand?
      Conversation Worthy Idea/Concept?
      Strong process?
      Culture/employees of a company?
      Creative/design used?
      Method of interaction?
    • 59. Top 10 Ranked WoM 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/technology platforms built
      Source: WikibrandsBuzz Report
    • 60. A Great Idea
      Freshii and The Social Menu
    • 61. New digital media is just not media…
      The 8thLaw of The Social ‘Net
      –Versatility
    • 62. Digital Media Does Not Equal Marketing
      Earliest Reason – Brand Perception
      Most Bankable – Brand Support/Service
      Most Lucrative – Brand Content
      Most Overlooked – Brand Insight
      Most Popular – Brand Advocacy
      Most Unplanned/Viral – Brand Serendipity
    • 63. Top Reasons to use New Digital/Social Media?
      #1 Drive referrals/leads/members
      #2 Participate in a conversation/dialogue
      #3 Develop grassroots perception/credibility
      #4 Deliver awareness/buzz/publicity
      #5 Deliver web visitors/offline traffic
      Source: Wikibrands Buzz Report
    • 64. The 4Ps have had a 60 year run, let them retire gracefully…
      The 9thLaw of The Social ‘Net
      –13Es
    • 65. Forget Marketing’s 4Ps…
      Embrace the Wikibrand 13Es
      Mission
      Drivers
      Would you recommend my brand to a friend or colleague?
      Well would you?
      Advanced
      Drivers
      Effiliation
      Experience
      (product)
      Premium
      Drivers
      Equity
      Ennovative
      Entimate
      Entertainment
      Basic
      Drivers
      Education
      Entegrity
      Exposed
      (place)
      Exchange
      (price)
      Esthetics
      Company-driven
      User-driven
    • 66. There is no way we should lag our international partners on this work…
      The 10thLaw of The Social ‘Net
      –49th Parallel
    • 67. Canada is the #1 Social Nation!
      Ranked #1
      Online penetration–79%/26.7 million Canadians online
      Online usage–average 43.5 hours online per month
      Online video– 251 videos/17.2 viewing hours per month
      LinkedIn usage - 15% of online Canadians use
      Gaming – spend 4.5 hours each week
      Ranked in Top 10
      Social media Use– 70% use social media; ½ everyday
      Facebook usage–#4 worldwide/82% of online Can.
      Twitter usage–#6 worldwide/18% of online Can.
      Smartphone usage – 33% of mobile users
      Social media age breakdown
      – usage is younger-skewed but broad spread, 18-34 {86%}, 35-54 {64%}, 55+ {43%}
      Mobile Usage
      – there are 24+ million Canadian mobile subscribers
      .
      -  
      Source: comScoreeMarketer/Ipsos Reid/Nielsen
    • 68. But Canadian Companies Lag
      But less than 20% :
      - Have fully implemented new, social media
      • Formally measure what they do
      • 69. Seek external advocates for their business
      Source: comScoreeMarketer/Ipsos Reid/Nielsen
    • 70. The Recipe for Success?
      ..10 Factors
    • 71. #1 FOCUS
      – “Why are we doing this/what are we doing?”
    • 72. #FOCUS– Four Big Axioms
      Social/member needs > Company needs
      The social customer has 4 seconds…
      Focus > Technology
    • 73. FOCUS– The 4 Legs of the Wikibrands Strategy Couch
    • 74. 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
    • 75. #3 LANGUAGE, CONTENT & OUTREACH
      “do I like this/is there enough of this/can I identify with this/do they know me?”
    • 76. “It doesn’t matter what you say, if I don’t like the way you’re saying it”
      James Cherkoff, Collaborate Marketing
    • 77. LANGUAGE –
      If you wouldn’t say it in real life to a friend, don’t say it on the social web
    • 78. CONTENT–
      If the Customer is King, then Content is Queen
      Blog – Min. 3 posts per week
      - well-tagged
      Tweets – Min. 4 tweets per day, well spaced apart
      - 50/50 conversation/distribution
      Video – Min. 1 video per month
      - Embed in other things (blog, twitter, Facebook)
      Email – Min. 1-4 newsletter per month
    • 79. OUTREACH – The Community Richter Scale
    • 80. - Wikibrand Recruitment Tools -
      Where to Find Your 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
    • 81. 4. INCENTIVES & MOTIVATIONS
      “what’s in it for me?”
    • 82. 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
    • 83. 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
    • 84. 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
    • 85. Hmmm ….Watermark
    • 86. Kiva – Intrinsic, Extrinsic and Explicit Rewards
    • 87. 5. RULES, GUIDELINES & RITUALS
      “what can/can’t I do here?”
    • 88. 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
    • 89. 6. TOOLS & PLATFORM
      “how and where does it work?” A home, neutral and away game…
    • 90. 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
    • 91. The Essential 8 Away Game Tools
      WOM
      OVERVIEW:
      WILDFIRE
      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
    • 92. 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
    • 93. An Awesome Home Game - Threadless
    • 94. The Away Game - Kraft
      - The Tools of Word of Mom
    • 95. 7. COMMUNITY MANAGEMENT
      “who will lead the conversation?”
    • 96. You can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love
    • 97. Community Managers –
      The Social Web’s Best Party Host
    • 98. 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
    • 99. Top Skills of Community Managers
      Leadership/charisma
      Diplomacy/Patience
      Customer/member empathy
      Persistence
      Social/Networking
      Communication Skills
      Technology Skills
      Passion for company/brand
      Change Agent
      Creativity
      Leads the lifestyle of the customer
      Source: Agent Wildfire 2010 Community Management Survey
    • 100. 8. LIFE STAGE OF THE COMMUNITY
      “when do we need to adapt?”
    • 101. 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
    • 102. 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
    • 103. 9. METRICS, MEASUREMENT,
      INSIGHTS & ROI
      “what do we measure and look for?”
    • 104. Digital Media Measurement - No Silver Bullet Formula
    • 105. Different Brand Yardsticks
      • Measure The Applause, Not the Attendance
      • 106. Try many small testable experiments
      • 107. Have goals, track over time
    • #10 Culture Change Required
      – “Live the brand, listen before saying, letting go?”
    • 108. The Biggest Wikibranding Sin
      - Social Deafness -
      Source: Agent Wildfire 2010 Buzz Report
    • 109. Internally,
      Get Employees on the Bus…
    • 110. The Future of Digital
    • 111. Top 10+1 Trends To Consider
      1. Mobile is Top Mover. Followed by Social Networks
      6. Sacred Cow Industries – Health, Education, Energy, Banking
      2. The Socialization of TV and the M-Screen
      7. Social Commerce and Finance
      3. Augmented Reality + QR Code Madness
      8. Smarter Outdoor
      4. Near/Influencer Networks
      9. Partner/Purpose Driven Marketing
      5. Global Individualism and Ego
      10. Video (and the war over Video)
      11. The Anti-Facebook?
    • 112. Mobile #1
      Highest Growth for Marketing
      Mobile
      Social Networks
      Branded Entertainment/Advergaming
    • 113. #2 - Social TV – N-Screen
      …even TV is now Social
    • 114. #3 – Augmented Reality
    • 115. #4 – Near Networks/Influencer Networks
    • 116. #5 – Global Individualism and Customization (and the end to Privacy?)
    • 117. #6 – Sacred Cow Industries
      Global media industry $600 billion industry
      Digital Media $90 billion industry
      Social Media $14 billion industry
      Global education industry $ 2 trillion annually
      Global health care industry $ 4 trillion annually
      Global energy industry $ 6 trillion annually
      Global banking industry $ 7 trillion annually
    • 118. #7 Social Commerce
    • 119. #8 Smarter Outdoor
    • 120. #9 - Partner/Purpose Driven marketing
    • 121. #10 Video and The War Over Video
      90% of IP Traffic and 64% of Mobile Traffic by 2013
    • 122. Never Forget – Humans are Hard Wired Social and Influential Animals
      They crave things that are awesome, social, authentic and customer-driven to talk about…
      Some among us will talk a lot more than others..Canadians are big among these
      106
    • 123. Let’s Start The Conversation…
      Inquire: sean@wiki-brands.com
      smoffitt(at) agentwildfire.com
      Phone: 415-458-2818
      URL: www.wiki-brands.com
      Blogs: http://BuzzCanuck.typepad.com/
      Explore: The Buzz Report (e-newsletter)
      Signup at www.AgentWildfire.com
      Learn: Executive Seminars

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