Wikibrands Overview

Wikibrands - Reinventing Your Business in a Customer-Controlled Marketplace www.agentwildfire.com

So What The Heck Do We Know?

Obstacle #1 – There are 45,000 social media experts online right now

Interview 50 top global experts
Study of 100 of the most engaged businesses/brands
- Part of a multimillion study with Don Tapscott
Instead, we studied the best…

Running - Nike Plus Finance- American Express Hospitality – Starbucks B-to-B - Intuit Automotive - Camp Jeep Travel – Starwood Hotels Tech – Dell ecommerce – eBay Startup - Freshbooks We went cross industry for insight …

Obstacle #2 – If you have a profile on Facebook, you have an opinion…

Tapped nGenera’s thought leader and research network
Agent Wildfire’s Annual Buzz Report
Survey of 300 marketers, media and executives - 30 questions on new media, technology and customer culture
Instead, we built some verifiable proof

Obstacle #3 – The Cluetrain has left the station…perception exists -organizations, businesses and brands don’t belong in social spaces

- 85% of people want companies engaging with their customers in social media - 56% of people feel a stronger connection with those companies they interact with in social media - Twitterers are three times more likely to embrace brands than average population Don’t be fooled, people want brands…just under the right terms

Social, Participation, Engagement, Collaboration, Influence, Community = Smart Business

Key Point - You Don’t Have to Choose Sides, Social Business is not a Religion

It’s for the “Never in a Million Years Traditionalist”

It’s for the “Sensitive New Age Social Media” Type

For both, fundamental changes are occurring in how we build our brands…

Business has had the Gift of Tech-enabled Engagement and Collaboration Drop in Their Lap

Definition: noun A progressive set of organizations, products, services, ideas and causes, tapping the powers of customer participation, social influence and collaboration to drive business value Derived from Hawaiian word “wiki” meaning “quick: subsequently meaning “tribal knowledge and a collaborative website” and Middle English word “torch” meaning “a distinctive name identifying a product or a manufacturer”.

More credibly
More immersively
More exponentially
More insightfully
More empathetically
More responsibly
Wikibrand-ing allows you to connect with your customers

Caveat - There is a difference between “Being Social”

Versus “Doing Social”

MASS MARKETING DIRECT MARKETING SOCIAL INFLUENCE MARKETING A Culture Change is Required

Wikibrands: Culture

Wikinomics - 2007 Don Tapscott
“ How Mass Collaboration Changes Everything”
Openness
Peering
Sharing
Globalness
Wikibrands - 2010 Sean Moffitt and Mike Dover
“ How Customer Participation Changes Business”
Online community and content
Customer engagement and brand experience
Social influence, buzz and word of mouth
Peer to peer media and technology

“ Something you Buy” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you Participate In” The new currency on how to build business

Key Wikibrands Book Content I. Background - History of brand building and key 7 market forces at work accelerating need for change - A reference and jumping off point from the key principles espoused by Wikinomics - A quick summary on what the book offers, what client examples we’ll draw on and what a different approach we’re taking with this book II. The Pillars of Great Wikibrands - Conditions in place at wikibrand companies - Product/innovation environment - Cultural commitment - Stating the case - what 6 core reasons for brands to wikify themselves - Listening and engaging

Key Wikibrands Book Content

III. Building a Wikibrand -The Flirt Model
The Strategies, Execution and Tactics for establishing a wikibrand
- Focus
- Language and Outreach
- Incentives & Motivations
- Rules
Tools and Platform
IV. Maintaining a Wiki Brand
The Four Things To Get Right for Continued Success
- Community management
- Lifestage management
- Internalizing the benefits
- Measurement and metrics

Key Wikibrands Book Content
V. Expanding the Conversation
- The Personal Brand
- The Future
- Reference Guide
Wikibrands Online - - Tout to go to wiki, vlog and community to keep the conversation going
25 quick reference pieces
- The Wikibrands’ Hall of Fame
- Author backgrounds

Wikibrands Examples - Large company profiles - Dell, Cisco, Nike, Starbucks, Kraft, Best Buy, P&G, Frito-Lay, EMC, - Unilever, Pepsi, Kraft, Intel, Wells Fargo, Molson, H&R Block - Jet Blue, Kodak, Ford, Jeep, Kaiser Permanente, Whole Foods - Mountain Dew, Patagonia, Blackmore’s, Johnson & Johnson, Alli - Starwood, Red Bull, BBC - Global profiles - Lego, Innocent Drinks, Mozilla Firefox, Specialized Bikes, Amazon, - IBM, SAP, Microsoft, eBay, London 2012, Nokia, Panasonic - Nintendo, Blackberry, Weight Watchers, Electronic Arts - Research in Motion, Levi Strauss, Lonely Planet

Wikibrands Examples - Grassroots underdogs - Method, PEMCO, Lomo Cameras, Maker’s Mark, Threadless - WD40, Sharpie, Dave’s Killer Bread, Roger Smith Hotel - Souplantation, Graco, Stonyfield Farms, Sweet Leaf Iced Teas - Mabel’s Labels, Streetza Pizza, North Face, Vancity, Moo Cards - Joffrey’s Coffee and Tea, Segway, Barilla Pasta, Kogi BBQ - Upstarts - Zappos, Stormhoek, eBay, John Fluevog, Mint, Livestrong, AMC - Wind Mobile, Nature Valley, Kashi, Method, Fiskars, Lululemon - Crowdspring, Harley-Davidson, Flying Dog Ales, Humana - Naked Pizza, Blendtec, Tasti D-Lite, Dogfish Beer, UFC

Wikibrands Examples - B-to-B Brands - Intuit, American Express, Adobe, EMC, Reuters, Salesforce.com - Cree LEDs, LinkedIn, Ariba, Avaya, Open Kernel Labs - Indium Corporation, Freshbooks - Not-for-Profit Brands - Movember, Livestrong, Red Cross, Museum of Modern Art - Moveon.org, Leukemia & Lymphona Society, Kiva - National Wildlife Federation, Charity Water - Personal Brands - Adventure Girl, The Sartorialist, Loic Lemeur, Guy Kawasaki - Gary Vaynerchuk, Neil Pasricha, Keith Ferrazzi, Jamie Oliver - Robert Scoble, Joe Pine, Dan Schawbel

The FLIRT Model – A Recipe for Community Success

Wikibrand Future Content Extensions
Blog – case studies, news, insights, videos, extra content, book tour interviews
Collaborative Wiki –engaged business directory and added chapter
The W List – a panel of hundred + engaged business experts
Free and Book purchase-only value add content - extra tools and insights to take back to the office and life

Wikibrand Future Content Extensions
The Wikibrand EQ Test – a 100 pt. test judging your company’s preparedness
Wikibrand Awards – the top all-time and annual engaged brands
Wikibrand Executive Bootcamps - intimate and inspiring "learn how to engage" C-suite events
Wikibrand World Map – the best engaged business and experts from around the world

McGraw-Hill (Dec, 2010)
Link
Twitter:
@wikibrands
Facebook group/page to follow

Let’s Start Your Next Brand Conversation… Inquire: wikibrands (at) agentwildfire.com Phone: 416-255-4500 x226 URL: www.AgentWildfire.com Twitter: @wikibrands Other Blogs: http://BuzzCanuck.typepad.com/

Wikibrands Overview

by Wikibrands on Jun 28, 2010

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Wikibrands Overview — Presentation Transcript