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

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