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Wikibrands Schulich (Feb1)
Wikibrands Schulich (Feb1)
Wikibrands Schulich (Feb1)
Wikibrands Schulich (Feb1)
Wikibrands Schulich (Feb1)
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Wikibrands Schulich (Feb1)

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Wikibrands presentation to Schulich's IMBA Toronto by Sean Moffitt

Wikibrands presentation to Schulich's IMBA Toronto by Sean Moffitt

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    • 1. Wikibrands - Reinventing Your Company in a Customer-Controlled Marketplace -<br />February 2011Schulich IMBA<br />@wikibrands<br />Sean Moffitt @seanmoffitt<br />
    • 2. Who is Sean Moffitt….<br />Just A Blonde Guy With a Cause<br />
    • 3. Forget social media…<br />…we need social business<br />
    • 4. Social media is a dirty word and small …<br />Global media industry $600 billion industry<br />Digital Media $90 billion industry<br /> Social Media $14 billion industry<br />Global internet industry $ 1 trillion annually<br />annually <br />It cheapens the value of how it can benefit your business<br />
    • 5. The real Wikibrands challenge…<br />Global education industry $ 2 trillion annually<br />Global IT and Communications $ 2.6 trillion annually<br />Global health care industry $ 4 trillion annually<br />Global energy industry $ 6 trillion annually<br />Global banking industry $ 7 trillion annually <br />How do we reinvent some of these industries?<br />
    • 6. The New Kids on the Block<br />Traditional New Economy<br />How and what do we do to change the culture of business?<br />
    • 7. Business and Brands still Matter….<br />…but…<br />
    • 8. A Demanding and Activist Customer Culture has Taken Over<br />
    • 9. A premium brand is now a mark of participation<br />“Something you Trust”<br />“Something you Want”<br />“Something you Buy”<br />“Something you <br />Participate In”<br />“Something you Prefer”<br />“Something you Love”<br />9<br />
    • 10. You can either be a monopoly (lucky), commodity (tough) or a wikibrand<br />The big question – how do you do it? Easy for them.<br />Not so easy for the 82% of us who work in/with<br />firms with 20+ employees…<br />
    • 11. Our Challenge?<br />
    • 12. We searched far and wide to come up with a fresh argument for social business<br />Wikibrands -<br />The new currency for today’s marketplace:<br /><ul><li> Customer participation
    • 13. Social influence
    • 14. Digital engagement
    • 15. Word of mouth
    • 16. Online community
    • 17. Grassroots marketing
    • 18. Connected media
    • 19. Member collaboration</li></ul>Equals<br />success in business<br />
    • 20. Our Particular Mission<br />
    • 21. Our Humble Contribution<br />Published by McGraw-Hill (Jan 2011 Launch) <br />Twitter: @wikibrands<br />Facebookpage: Wikibrands<br />Website: www.Wiki-Brands.com<br />¼ Wake up Call<br />¼ Strategy Guide<br />¼ Executional Road Map<br />¼ Continuing Reference <br />
    • 22. The Early Buzz is Good<br />Richard Florida, Best Selling Author,<br />“A must read for business leaders”<br />Don Tapscott, <br />Digital pioneer and author, Wikinomics<br />“This is an important, perhaps seminal book”<br />Mathew Ingram, Globe & Mail and GigaOm<br />“Wikibrands is required reading for anyone who wants to thrive in the new landscape”<br />
    • 23. The Challenge Today – 30-40 Minutes<br />We will try:<br />- 7 Reasons Why<br /><ul><li> 6 Core Benefits from Wikibranding
    • 24. 10 Key Things to Do It Right
    • 25. Come Wikibranding Career Advice
    • 26. Q&A</li></li></ul><li>Why Now?<br />
    • 27. Reason #1 – Authentic Relationship Desired<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, April 2010<br />
    • 28. Reason #2 – The World is Connected and Engaged<br />1.3 Billion Social Networkers Globally<br />Facebook - 600 million, 130 friends each, 1,000+ fans per page<br />Wikipedia – 265 million readers. 17 million articles<br />Twitter – 170 million, 190 followers each (after 2 yrs)<br />LinkedIn – 101 million, 61 friends each, 189 index on post-grad <br />YouTube - 18 million Canadians watch/292 minutes per month<br />Flickr – 40 million members/5.0 billion photos<br />Foursquare – 6 million/381 million checkins<br />Amazon – 650 million users annually, $24 billion sales <br />GroupOn – 35 million users annually, $500 milion sales<br />Quora – 600,000 registered users<br />- Spending 82% more time on social networks than they did last year<br />
    • 29. Reason #3 – Conversations are Elsewhere<br />Shifting Conversations – <br />just four years ago, 80% of online engagement happened on the originating website, now 80% happens away from the originating website.<br />Now, to be noticed and talked about, you need to reach “out there” to be relevant.<br />Source: Hubspot , 2007-2010 study<br />
    • 30. Reason #4 - It has to…what’s left…<br />Operational efficiencies are maxed<br />Downsizing/rightsizing reaching limits<br />Outsourcing labour is tapped<br />Globalization of markets is done<br />Media clutter is here<br />Technology is ubiquitous<br />The Customer Experience is What’s Left<br />
    • 31. Reason #4 – Plus it’s what your CEO cares about (or should care about)<br />C-Suite Interest –<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 />
    • 32. Reason #5 - Social, Participation, Engagement, Collaboration, Influence, Community = Smart Business <br />
    • 33. “Social” is not media, tools or technology, this is about success in business:<br />Engaged brands drive value +18%<br />Non-engaged brands decrease in value -6%<br />Source: Interbrand 2009 Best Global Brand s report<br />
    • 34. Reason #6 – Our Customers are Currently Better at It…<br />78% don't have an employee policy for use of social media, more than ½ don’t have a strategy<br />71% of marketers are less/only equally familiar with the use of social media tools than their customers.<br />82% of executives believe their agencies need to radically transform themselves to adapt more competitively to this wikibrand world.<br />Source: Commotion Study/Buzz Report<br />
    • 35. Reason #7 - Six Big Wikibrand Benefits<br />Brand Advocacy (Marketing)<br /><ul><li>Word of mouth
    • 36. Referral/recommendation
    • 37. Badging
    • 38. Sales/traffic
    • 39. Reduction in media budgets</li></ul>Brand Perception (PR)<br /><ul><li>Awareness/exposure/SEO
    • 40. Affinity
    • 41. Empathy/respect
    • 42. Lead industry conversation</li></li></ul><li>Six Big Wikibrand Benefits<br />Brand Support (Customer service)<br /><ul><li> Customer service
    • 43. Education/ advice
    • 44. Value-add experience
    • 45. Lead industry conversation</li></ul>Brand Serendipity (HR/Corporate)<br /><ul><li> Stories/Inspiration
    • 46. Corporate social responsibility
    • 47. Galvanize employees
    • 48. Traditional media interest</li></li></ul><li>Six Big Wikibrand Benefits<br />Brand Content (Media/Customer Experience)<br /><ul><li> Co-innovation/solutions
    • 49. User-generated Creative
    • 50. User-generated content
    • 51. Reviews/ratings</li></ul>Brand Insight (Research and Innovation)<br /><ul><li> Idea stimulus
    • 52. Beta-testing
    • 53. Market research/polling
    • 54. Industry/competitive intelligence</li></li></ul><li>The Recipe for Success?<br />..10 Factors<br />
    • 55. The Biggest Social Media Sins<br />- Listening, Content and Focus<br />
    • 56. The FLIRT Model – A Recipe for Wikibrand Success<br />CULTURE<br />CULTURE<br />
    • 57. #1 Culture Change Required<br />
    • 58. Core Belief #1 - There is a big difference between “Being Social”<br />
    • 59. Versus “Doing Social”<br />
    • 60. A Culture Change is Required<br />MASS <br />MARKETING<br />DIRECT <br />MARKETING<br />SOCIAL INFLUENCE MARKETING<br />
    • 61. Zappos – Buried in their DNA<br />
    • 62. Dell - From Crisis to Engagement<br />
    • 63. Intuit – the Visionary-Led, <br />BtoB Community Builder<br />
    • 64. Lego – The Bottom Up,<br /> Community Builder<br />
    • 65. Hurdles?<br />
    • 66. Implementation Issue – Lip Service > Action<br />The biggest obstacles that continue to exist in implementing wikibrands in your company/clients?<br />1. Inability to measure 40%<br />2. Lack of budgets 31% <br />3. No accepted standards/benchmarks 29%<br />4. Fear of loss of control 29%<br />5. Inability for culture to accept 25%<br />6. Technical skills/expertise not in place 23%<br />7. Do not understand diff. bet. Mass marketing 21%<br />Source: Agent Wildfire Buzz Report 2010<br />
    • 67. #2 FOCUS<br />– “Why are we doing this/what are we doing?”<br />
    • 68. Nike + -Members/Customers Values/Lifestyle/Desires<br />
    • 69. Naked Pizza – Clear Sense of Business, Brand and Culture<br />
    • 70. Mozilla Firefox– Building a Better Internet across every Community and Country<br />
    • 71. #3 LANGUAGE, CONTENT & OUTREACH<br />“do I like this/is there enough of this/can I identify with this/do they know me?”<br />
    • 72. Language - Threadless – Possibly the Most Human Site in the World <br />
    • 73. Content - Fiskars – Crowdsourcing your Content<br />
    • 74. Outreach - lululemon – Ambassadoors who buy in<br />
    • 75. 4. INCENTIVES & MOTIVATIONS<br />“what’s in it for me?”<br />
    • 76. Extrinsically – Doritos – You Are The Star<br />
    • 77. Intrinsic - Starbucks – Build a Better Third Place<br />
    • 78. Explicit - Souplantation – What’s in it for Me?<br />
    • 79. 5. RULES, GUIDELINES & RITUALS<br />“what can/can’t I do here?”<br />
    • 80. Rules - Kodak – Good Empowering Rules <br />Experience Facilitation<br />Legal & Ethical Concerns<br />Employee Policies<br />Ownership<br />Support, Training and Certification<br />Rituals/Customs<br />
    • 81. Customs/Rituals – Harley Davidson – Reinforcing the 1%<br />
    • 82. 6. TOOLS & PLATFORM<br />“how and where does it work?”<br />
    • 83. The Home Game<br />EMC – Smart Customer-Driven Platform Choice – Criteria:<br />Website + Owned Community + Affiliated Community<br /><ul><li>Type of Software/Language
    • 84. Cost, Resources & Time
    • 85. Customization
    • 86. Scalability & Usability
    • 87. Security & Ownership</li></li></ul><li>The Tools – The 11 Cs of Community<br /><ul><li> Communication/Contenti.e. photo/video/albums/news
    • 88. Competition i.e. rewards, contests, status
    • 89. Customizationi.e. widgets, avatars, profiles
    • 90. Conversationi.e. blogs, forums, comments
    • 91. Connection i.e. messaging, integration, feeds
    • 92. Communityi.e. social networks, groups, teams</li></ul>-Categorization i.e. tagging, sections, levels, lists<br /><ul><li>Collective Wisdom i.e. rating, ranking, voting, polls
    • 93. Co-Creation/Collaboration i.e. CGM, ideas, reviews
    • 94. Contextual Extensionsi.e. mobile, offline, online, IM
    • 95. Culture building i.e. recruitment, engagement, causes</li></li></ul><li>Amazon – Designed for Socialness<br />Amazon<br />- Designed for Socialness<br />
    • 96. The Away Game - Kraft - The Tools of Word of Mom<br />
    • 97. 7. COMMUNITY MANAGEMENT<br />“who will lead the conversation?”<br />
    • 98. How to Avoid This…<br />
    • 99. Community/Brand Evangelists - Tasks<br />
    • 100. 8. LIFE STAGE OF THE COMMUNITY<br />“when do we need to adapt?”<br />
    • 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. 9. METRICS, MEASUREMENT, <br />INSIGHTS & ROI<br />“what do we measure and look for?”<br />
    • 103. A Different Brand Yardstick<br />
    • 104. 10. CULTURE & ORGANIZATIONAL<br /> CHANGE<br />“how will we be changed?”<br />
    • 105. Sweet Leaf – The Friend of Commun-i-Tea<br />
    • 106. Do Brands even Belong in my Social Spaces!<br />
    • 107. Don’t be fooled, people want social brands…they just don’t want pushy marketers<br />- 85% of people want companies engaging with their customers in social media<br />- 56% of people feel a stronger connection with those companies they interact with in social media<br />- Twitterers are three times more likely to embrace brands than average population<br />
    • 108. The Future?<br />
    • 109. Types of New Media Future Growth<br />
    • 110. You are about to make your most important decision over the next 5 years<br />…and it will affect the rest of your life<br />
    • 111. I. The RESume<br />
    • 112. “1. What would you consider to be the number one asset on a resume for new hires out of school? “<br />#1 Industry Related Work Experience 41%<br />#2 Track record of Accomplishments 35%<br />#3 Variety of interests/passions 7%<br />Special Sauce:<br />Thoughtfulness, good reasons for applying<br />Demonstrated passion for my business<br />Well-researched pitch<br />
    • 113. II. GETTING IN THE DOOR…<br />
    • 114. 3. How do the majority of new hires get made at your company? Please choose the 3 top options:<br />#1 Referrals<br />#2 Internship/Coop Programs<br />#3 Online job recruitment sites<br />#4 Serendipity – right person, right time<br />#5 Social/digital media awareness<br />#6 Volunteer/collaborative involvement<br />
    • 115. III. BECOMING DIGITALLY A SOMEBODY…<br />
    • 116. 7. What social spaces should new hires be engaged in to attract positive online attention? (max. 3 choices)<br />LinkedIn 90%<br />Personal Blog 69%<br />Twitter 65%<br />* Negative stuff on Facebook<br />
    • 117. IV. THE INTERVIEW…FOR SOME DREADED<br />
    • 118. 9. What is your biggest pet peeve with interviewing new hire job applicants?<br />#1 Being Unprepared<br />#2 Candidate Arrogance<br />#3 Dissing Old Employers/Managers<br />#4 Not Answering Questions<br />#5 Not Asking Questions <br />
    • 119. 10. What question do new hire candidates "trip up" on most frequently?<br />#1 Why did you apply for our company?<br />#2 What is your biggest opportunity/weakness?<br />#3 What skills do you have that would make you valuable for this job?<br />#4 Are there any questions you have about<br /> role/company?<br />
    • 120. 11. Please list the top 3 traits of interviewees who are consistently hired.<br />Inquisitive/eclectic experience<br />Business savvy<br />Outgoing/motivated<br />Effort and courage to stand out from the pack<br />Innovative<br />Concise/concrete examples of skills<br />Thank you note/personable<br />
    • 121. 13. What questions should the candidate be asking you during an interview: You may select more than one answer (max. three choices).<br />#1 What does success look like in this role?<br />#2 What excites you about the company future?<br />#3 What does company culture feel like?<br />#4 What would a career direction be<br /> like for somebody taking this job?<br />
    • 122. IV. THE EVALUATION<br />
    • 123. 14. What are the top skills you are looking for in new hires out of school? Please select your top 3.<br />#1 Communication skills<br />#2 Enthusiasm/perseverance<br />#3 Interpersonal skills<br />#4 Fit with company culture/values<br />#5 Creativity/Innovation<br />
    • 124. Some Advice - Act different, be different, think different<br />Top 8 Differentiation Drivers<br /> Unique<br /> Dynamic<br /> Different<br /> Distinctive<br /> Innovative<br /> Visionary<br /> Daring<br /> Progressive<br />Source: Y&R Brand Asset valuator<br />
    • 125. Make Your Content Sing<br />
    • 126. Never Forget – Humans are Hard Wired Social Animals<br />91<br />
    • 127. Mill Street Brewery – <br />February 7th Launch<br />Published by McGraw-Hill (Jan, 2011)<br />Twitter:<br />@wikibrands<br />Facebookpage and 6 other social extensions<br />Become an ambassador<br />Contact us:<br />smoffitt@agentwildfire.com<br />
    • 128. Let’s Start The Conversation…<br />Inquire: smoffitt (at) agentwildfire.com<br />nadia (at) agentwildfire.com<br />Phone: 416-255-4500<br />URL: www.AgentWildfire.com<br />Join: www.TheInfluencers.ca<br />Blogs: http://BuzzCanuck.typepad.com/<br /> www.spreadslikewildfire.com <br />Explore: The Buzz Report (e-newsletter)<br /> Signup at www.AgentWildfire.com <br />Learn: Executive WOM Seminars<br />

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