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Wikibrands– Looking Under the Hood, What Makes Winning, Engaged Brands Tick in 2011 and Beyond<br />October  2011ACA 360<b...
Impossible is Nothing…<br />
Moneyball Knows…<br />Thinking Differently<br />“We are card counters at the blackjack table. And we're gonna turn the odd...
Stand Up and be Counted…<br />Who here participates in new/digital/social media?<br />Keep Standing if:<br />You want your...
Let’s be honest, we need to change and get better…<br />
Caveat - “A Practical Guide”?<br />“The first guy that breaks down the wall of how it's always been done always comes out ...
So we wrote a book…<br />Richard Florida, Best Selling Author,<br />“A must read for business leaders”<br />Don Tapscott, ...
Why - Wikibrands?<br />…we hate the word “social media”<br />
“Facebook is Ringo, Social Media is George, <br />Word of Mouth is Paul, but Social Business is John”<br />Social Business...
A Premium Brand is Now a Mark of Participation<br />Wikibrands - A new currency on how digitally engaged brands build busi...
How – Wikibrands?<br />10 Continents/100 Engaged Brands<br /><ul><li> Word of mouth
Grassroots marketing
 Social influence
Customer participation
 Digital engagement
Online community
 Connected media
 Member collaboration
 Awesome customer experience
 Distributed Content</li></ul>Equals<br />success in business<br />
What – Wikibrands? <br />Published by McGraw-Hill 	(2011 Launch) <br />Twitter: @wikibrands<br />Website: www.Wiki-Brands....
Executive Counsel</li></li></ul><li>Agent Wildfire/Wikibrand’s<br />3rd Annual Buzz Report Survey <br />“My business may n...
30 Insights/30 Minutes<br /><ul><li>10 Inconvenient Truths and Immutable Laws of the Social ‘Net
10Wikibrand Success Factors for Engaged Brands (FLIRT/ MILCC models)
10 Smart Bets for the Future</li></li></ul><li>The 10 Immutable Laws of the ‘Net<br />Socialness<br />Authenticity<br />Cu...
People don’t talk about average or even good stuff…<br />“There is only one thing in the world worse than being talked abo...
Fact - The World is Not Created Equal…<br />Whether its business, products, services,  motives, TV shows, people….<br />Th...
What are You Talking About That’s Awesome?<br />
The Law of Awesomeness Online<br />Only 0.9% of Facebook Users have…<br />More than 500 friends<br />Only 1.5% of Tweet co...
In a Wikibrand World - <br />Act different, be different, think different<br />Top 7 Things That People Talk About YOUR Br...
People engage to be social not to be your brand BFF…<br />The 2nd Law of the Social Net - Socialness<br />23<br />
Six Core Human Instincts on Why We Talk<br /><ul><li>To Survive (Kiva/LinkedIn)
To Connect (Facebook)
To Make Sense of the World (Wikipedia)
To Reduce Risk & Uncertainty (Amazon)
To Benefit Economically (eBay)
To Relieve Tension (YouTube)</li></li></ul><li>– Online Community Motivation – <br />Why Do True Fans Join?<br />#1 - Soci...
Me in  2011<br />Me in 1992<br />150<br />3500<br />X 12<br />X 170<br />150<br />X 12<br />2000<br />8000<br />X 500<br /...
You really can’t fake, broker or shortcut this stuff…<br />The 3rd Law of the Social Net - Authenticity <br />
A Genuine Culture Change is Required<br />SOCIAL INFLUENCE/<br />WIKIBRAND MARKETING<br />MASS <br />MARKETING<br />DIRECT...
Top Reasons – Social Media <br />Why Now Business Executives?<br />#1 The Need for Authenticity and Transparency -42%<br /...
Most brands fail to deliver customer wants online…<br />The 4th Law of The Social ‘Net <br />– Customer-Ness<br />
Customer Experience Reigns<br />- Who Knows Better Than Your Customer -<br />Executives who believe the Customer Experienc...
The Modern Customer’s Key Needs<br />- Engage Me, Excite Me, Make it Easy or Pay the Price -<br />
What Your CEO Really Cares About<br /> The CEO's #2 and #3 priorities are customer service and experience; <br />Advertisi...
Most brands are irrelevant most of the time to their customers…<br />The 5thLaw of The Social ‘Net <br />–Presence<br />
This is a constantly shifting landscape…<br />The average tweet lasts 12 minutes<br />The average Facebook post lasts 80 m...
“Let the Intern Solve It” - Syndrome<br />53% of businesses engaged in social/digital spaces do not have full-time staff t...
Some of these people are not like the others…<br />The 6thLaw of The Social ‘Net <br />–Influence<br />
You can’t chase everybody…<br />“The suggestion that a firm merely needs to participate in a conversation is a little naiv...
Influencers Make Themselves Known Online<br />13.8% of online <br />population…<br />…create 80% of the online influence p...
The 6 Types of Influencer – <br />Find and Embrace Your Top 1000 Fans…<br />
We know how to find these people now <br />
Having the best software suite matters little…<br />The 7thLaw of The Social ‘Net <br />–Psychology<br />
Technology and tools are less than 20% of the deal<br />“The diffusion of innovation is based more on sociology and psycho...
What are the biggest elements to <br />Online Word of Mouth?<br />Tools used /platforms built?<br />Customer Experience?<b...
Top 10 Ranked WoM Elements<br />Great ideas that spread are rare and valuable<br />#1 Conversation Worthy Idea/Concept<br ...
A Great Idea<br />Freshii and The Social Menu<br />
New digital media is just not media…<br />The 8thLaw of The Social ‘Net <br />–Versatility<br />
Digital Media Does Not Equal Marketing<br />Earliest Reason –    Brand Perception<br />Most Bankable –    Brand Support/Se...
Top Reasons to use New Digital/Social Media?<br />#1   Drive referrals/leads/members<br />#2    Participate in a conversat...
The 4Ps have had a 60 year run, let them retire gracefully…<br />The 9thLaw of The Social ‘Net <br />–13Es<br />
Forget Marketing’s 4Ps…<br />Embrace the Wikibrand 13Es<br />Mission<br />Drivers<br />Would you recommend my brand to a f...
There is no way we should lag our international partners on this work…<br />The 10thLaw of The Social ‘Net <br />–49th Par...
Canada is the #1 Social Nation!<br />Ranked #1 <br />Online penetration–79%/26.7 million Canadians online<br />Online usag...
But Canadian Companies Lag<br />But less than 20% :<br />- Have fully implemented new, social media<br /><ul><li> Formally...
 Seek external advocates for their business</li></ul>Source: comScoreeMarketer/Ipsos Reid/Nielsen<br />
The Recipe for Success?<br />..10 Factors<br />
#1 FOCUS<br />– “Why are we doing this/what are we doing?”<br />
#FOCUS– Four Big Axioms<br />Social/member needs >  Company needs<br />The social customer has 4 seconds…<br />Focus   >  ...
FOCUS– The 4 Legs of the Wikibrands Strategy Couch<br />
Movember<br /> – Energizing a Community with a Clear Focus<br />Objectives  – Vision – “Change the Face of Men’s Health”<b...
#3 LANGUAGE, CONTENT & OUTREACH<br />“do I like this/is there enough of this/can I identify with this/do they know me?”<br />
“It doesn’t matter what you say, if I don’t like the way you’re saying it” <br />James Cherkoff,  Collaborate Marketing<br />
LANGUAGE – <br />If you wouldn’t say it in real life to a friend, don’t say it on the social web <br />
CONTENT– <br />If the Customer is King, then Content is Queen<br />Blog 	– Min. 3 posts per week<br />	- well-tagged<br />...
OUTREACH – The Community Richter Scale <br />
- Wikibrand Recruitment Tools -<br />Where to Find Your Fans<br />     Employees <br />	Twitter (or other microblogging pl...
4. INCENTIVES & MOTIVATIONS<br />“what’s in it for me?”<br />
27 Community Incentives - Intrinsic<br />“The Feel Goods”<br />Fun & enjoyment<br />Creativity<br />Group effort/achieveme...
27 Community Incentives - Extrinsic<br />“The Look Goods”<br />Recognition by company<br />Access to exclusive resources<b...
27 Community Incentives - Explicit<br />“The Get Somethings”<br />Invitation to Events<br />3rd party incentives<br />Cust...
Hmmm ….Watermark<br />
Kiva – Intrinsic, Extrinsic and Explicit Rewards<br />
5. RULES, GUIDELINES & RITUALS<br />“what can/can’t I do here?”<br />
Rules - Kodak – Good Empowering Rules<br />Air Force – Good Prescriptive Rules<br />Experience Facilitation<br />Legal & E...
6. TOOLS & PLATFORM<br />“how and where does it work?” A home, neutral and away game…<br />
Have a Home, Neutral and Away Game<br />Away:<br />Social Networks<br />Sharing Sites<br />Other Blogs<br />Influencers<br...
The Essential 8 Away Game Tools<br />WOM<br />OVERVIEW:<br />WILDFIRE<br />Social Bookmarks<br />Location based<br />Ratin...
The Essential 7 Home Game Tools<br />WOM<br />OVERVIEW:<br />WILDFIRE<br />Monitoring Tools<br />Social <br />Dashboard<br...
An Awesome Home Game - Threadless<br />
The Away Game - Kraft  <br />- The Tools of Word of Mom<br />
7. COMMUNITY MANAGEMENT<br />“who will lead the conversation?”<br />
You can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love<br />
Community Managers – <br />The Social Web’s Best Party Host<br />
Top Tasks of Community Managers<br />Communication <br />Content Creation <br />Company/brand evangelism<br />Member/Custo...
Top Skills of Community Managers<br />Leadership/charisma <br />Diplomacy/Patience <br />Customer/member empathy <br />Per...
8. LIFE STAGE OF THE COMMUNITY<br />“when do we need to adapt?”<br />
The Life Stage of Social Media/Community<br />Milestone achievement<br />User generated content<br />Incentives materializ...
Life Stage Management<br />Experiment Quarterly  (Threadless)<br />THE GREAT<br />Reinvent every 2 years (Dell)<br />THE G...
9. METRICS, MEASUREMENT, <br />INSIGHTS & ROI<br />“what do we measure and look for?”<br />
Digital Media Measurement - No Silver Bullet Formula<br />
Different Brand Yardsticks<br /><ul><li> Measure The Applause, Not the Attendance
Try many small testable experiments
Have goals, track over time </li></li></ul><li>#10 Culture Change Required<br />– “Live the brand, listen before saying, l...
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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

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

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