Wikibrands (SMC Seattle)

Wikibrands – Building a Brand in Today’s Social Media Landscape Sean Moffitt @SeanMoffitt President & Chief Evangelist, Agent Wildfire Sept 29, 2009 A Presentation to:

Sean Moffitt – Last of the Blonde Change Agents

Agent Wildfire – Canada’s Conversation Starters

Helping clients get noticed, talked about and advocated since 2004

Executive faculty and marketing 2.0 consultants to Don Tapscott and his firm nGenera

- Former marketing/strategy suit at Molson, Guinness and Procter & Gamble

Chief evangelist/t-shirt dude with

Canadian Marketing Association

The League of Kickass Business People

TrendCity

The Influencers

Generation Go

The Sisterhood of Influence

I love Seattle..

Are You Ready To Become Certified Social Media Brand Advocates?

Your Result… and The Tug of the Crowd

Influenced by WOM drivers:

Liking

Commitment/Consistency

Social/Crowd Proof

Authority

Reciprocity

Scarcity

Marketers Never Forget – Humans are Hard Wired Social Animals

White Paper Mania

30 industry/social media experts

100 brand communities/ initiatives

Ongoing…

Do Brands Still Matter? Do they belong in Social Media?

Brands still Matter…. … it’s just that…

Shifts in media

Shifts in customer needs

Shifts in technology

Shifts in demographics

Shifts in business models

Shifts in economy

Fundamental Changes are Occurring in How We Build Great Brands

Shift Happens…Customer Needs Change

Customers are in the Driver’s Seat

Customers Do Trust/Act on Decisions of Their Social Circles

27% trust manufacturers

14% trust ads

8% trust celebrities

90% trust their spouse

82% trust their friends

Sources: Yankelovich/Henley Centre Sources: Keller Fay/Yankelovich/Henley Centre Word of mouth is the #1 trusted source, up 50% vs. a generation ago

“ Something you Buy” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you Participate In” There is a new currency on how to build brands

Running - Nike Plus Finance- American Express Hospitality – My Starbucks Idea B-to-B - Intuit Quickbooks Community Automotive - Camp Jeep Travel – Starwood’s The Lobby Tech – Dell Ideastorm eCommerce – eBay Powersellers Startup - Freshbooks

Should we talk about the elephant in the room…

Marketing has had a Gift Drop in Their Lap

Product/Brand Gap: Brands aren’t well differentiated

Top 8 Value Desirability Drivers

- High Quality

- Trustworthy

- Good Value

- Reliable

- Original

Simple

- Fun

- Leader

Source: Y&R Brand Asset valuator

Top 8 Differentiation Drivers

Unique

Dynamic

Different

Distinctive

Innovative

Visionary

Daring

Progressive

Culture Gap– These Sides Don’t Play in the Sandbox with Each Other “ Social media is not a red discipline, a blue discipline, it’s a united discipline”

Knowledge Gap: We lag our customers at understanding the rules and tools of playing this new game Question: How familiar are you with the tools of social media? 71% of marketers are less/only equally familiar with the use of social media tools than their customers Source: com.motion Poll

The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients? 1. Inability to measure 40% 2. Lack of budgets 31% 3. No accepted standards/benchmarks 29% 4. Fear of loss of control 29% 5. Inability for culture to accept 25% 6. Technical skills/expertise not in place 23% 7. Do not understand diff. bet. Mass marketing 21% Source: Agent Wildfire Buzz Report 2009 Implementation Issue – Lip Service > Action

Wikibrands: Culture – Strategy - Tactics

The Case for Brand Communities and the Social Brand

How to get this guy to say yes?

$$$$ - Ching Ching… 79% of firms will be increasing investment in Web 2.0 technologies; only 6% will decrease. Source: Gartner, Sept 2009

The New 2.0 Frontiers “ Internal purposes” 65% “ External purposes” 58% “ Working with partners and suppliers” 41%

Who’s managing our marketplace reputation anyway? 2/3 rds of a company’s touchpoints are now customer/user-generated - not brand or company- generated. Source: McKinsey

Brand Prerogative – Engaged Brands Grow, Closed Brands Don’t Engaged brand value +18% Non-engaged brand value -6% Source: Interbrand 2009 Best Global Brand s report

The Bald Headed Genius and Egg-Headed Magazine Says So

Gartner predicts among Fortune 1000 companies over the next two years: 60% will build an online community… … and 50% will fail The Future is Tribal

Brand Advocacy That Spreads Word of mouth evangelism – Maker’s Mark Ambassadors Referral – Mozilla “Spread Firefox” Recommendation – P&G’s Tremor /Vocalpoint Badging – Livestrong

Brand Insight that’s cheaper, faster and more effective Idea stimulus – Dell Ideastorm Market research/polling – Mattel’s Playground Market scouts/intelligence – American Express’ Open Forum

Brand Content that is creative, innovative and customer friendly Co-innovation – SAP Business Process Solution development – Oracle Creative development – Threadless User-generated content – Current TV User reviews – Petco

Brand Support that is cheaper, revenue driving and relevant Sales and traffic – eBay Powersellers Value-added commerce – Lego Mindstorms Education & Advice – Intuit Customer service – Comcast Cares Co-Ownership – MyFootballClub

Brand Perception that is positive, respected and engaged Affinity – Jeep Empathy – Fiskars Respect – American Express Member’s Project Awareness – Skittles Lead a Conversation/PR – MEC The Big Wild

Brand Serendipity that adds a ring of success Stories & Testimonials – Nuts About Southwest Viralness/Crisis Management – Barack Obama’s “Change You Can Believe In”/ “Fight the Smears” Traditional News PR value – Dove’s Campaign for Real Beauty Corporate Social Responsibility – VanCity’s “Change Everything”

Ten Things to Get Right in Brand Social Media

Percentage of executives who believe the Customer Experience is the new battleground - 95% Percentage that believe they are delivering a positive customer experience - 80% Percentage of their customers who agree - 8% Listen/Engage Your Customer

L everaging what we see in conversations

I nitiating discussion and dialogue

A cquiring people for our community

M anaging our communities

Molson uses LIAM

Turning Users, Customers and Consumers Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters Into Community Members, Advocates, Ambassadors and Evangelists Thinktank/ Sounding Board Scout/ Mystery Shopper Advisory Council/ Cause Torchbearer Seeded Adopter/ Beta Tester Customer User Consumer Collaborator/ Producer Evangelist/ Ambassador/ Advocate Community Member/ VIP Insider Brand Fans What if you treated customers like fans?

FOCUS – “ Why are we doing this/what are we doing?”

FOCUS– Marry All Parties’ Interests/Capabilities Two Big Axioms Social/member needs > Company needs Focus > Technology/Platform

Members/Customers Values/Lifestyle/Desires

Area of Benefit “ what do you want to achieve?” Scale/Size of Collaboration “ how big will it be?” Depth of Collaboration “ how much member involvement is expected?” Exclusivity of Membership “ how open is your community?” FOCUS – Answer the Questions..

Area of Benefit - Microsoft Feedback - Emerging top issues - Product issues identified Advocacy - Word of mouth/evangelism/Sharing - Important stakeholders - VIPs Support - Break-fix issues - Recognize people who provide answers Nestor Portillo, Microsoft – Worldwide Director, Community and Offline Support

Depth

Of

Involvement

Exclusivity High Low Low High Community Depth of Involvement & Exclusivity

LANGUAGE & OUTREACH “ do I like this/can I identify with this?”

“ It doesn’t matter what you say, if I don’t like the way you’re saying it” James Cherkoff, Collaborate Marketing

Outreach - The Community Tentacles Community Portal Content Engine Blog/RSS Social Targeted Findability Visual Multimedia Updates Interesting- ness Conversation Collaboration Offline Direct Grassroots Outreach Badging Aggregation

Visual Outreach – Not Everyone is Equal

“ The Ones Who Create Ideas” “ The Ones Who Spot & Scout New Stuff” “ The Ones Who Sell and Lead Opinions” “ The Ones Who Provide Credibility” “ The Ones Who Attract Attention” “ The Ones Who Connect & Spread the Word” Seeding the Influencer Curve…at the Right Time

INCENTIVES & MOTIVATIONS “ what’s in it for me?”

Better life/supporting cause

Challenge/competition

Creativity

Fun & enjoyment

Group effort/achievement

Learning

Satisfying curiosity

Wanting to make a better product

Meet people of similar interests

25 Community Incentives - Intrinsic “ How do I identify with, help the community”

Ability to join VIP circle

Access to exclusive channels

Access to exclusive resources

Chance for wider Fame

Recognition (peer & company)

Reputation building

Recognition by company

Reputation by peers

25 Community Incentives - Extrinsic “ How do I appear to others?”

Customer service

Information/advice

3rd party incentives

Customized/personalized treatment

Cash rewards

Non-monetary rewards

Discounts

Invitation to Events

Points accumulation

25 Community Incentives - Explicit “ What is my direct, tangible reward?”

Matching Incentive to Motivation

RULES “ what can/can’t I do here?”

Experience Facilitation

Legal & Ethical Concerns

Employee Policies

Ownership

Rules

TOOLS & PLATFORM “ how and where does it work?”

Platform Choice - Criteria

Type of Software/Language

Cost & Time

Customization

Scalability & Usability

Security & Ownership

Platform Choices

Tools – The 11 Cs of Community

Communication/Content i.e. photo/video/albums/news

Competition i.e. rewards, contests, status

Customization i.e. widgets, avatars, profiles

Conversation i.e. blogs, forums, comment

Connection i.e. messaging, integration, feeds

Community i.e. social networks, groups, teams

- Categorization i.e. tagging, sections, levels, lists

Collective Wisdom i.e. rating, ranking, voting, polls

Co-Creation/Collaboration i.e. CGM, ideas, reviews

Contextual Extensions i.e. mobile, offline, online, IM

Culture building i.e. recruitment, engagement, causes

Amazon - Designed for Socialness Amazon – Designed for Socialness

COMMUNITY MANAGEMENT “ who will lead the conversation?”

How to Avoid This…

Community/Brand Evangelists - Tasks

LIFE STAGE OF THE COMMUNITY “ when do we need to adapt?”

The Life Stage of Social Media/Community Fresh produced content Highlight contribution Incentives pitched Networked Seeded audience Milestone achievement User generated content Incentives materialized Mass supported Expected cycle of activity Expansion Broadened focus Company culture change Self-governance Tiered membership

METRICS, MEASUREMENT, INSIGHTS & ROI “ what do we measure and look for?”

- Traffic Pattern & Statistics - 75%

- Community Member Engagement - 74%

- Unique Number of Visitors - 72% - New Member Registration - 70%

- Member Satisfaction - 59% - Provide Feedback/Ideation for R&D - 49% - Number of Referrals by Members - 33% - Transition Lurkers into Active Members - 29%

- Impact of community on revenue - 27% - Mentions of Organization or Brand on other Community Sites - 27%

The Most Popular Community Metrics

Measurement by Community Objective

CULTURE & ORGANIZATIONAL CHANGE “ how will we be changed?”

Intuit Quickbooks

The FLIRT Model – A Recipe for Community Success

The Future of the Social Brand

Source: Agent Wildfire Buzz Report 2009 Beliefs are Changing Beliefs Strongly Agree Agree Agencies need to radically reinvent themselves to stay competitive 39% 44% Managing the customer experience is the key battleground for business 32% 50% We will be able to track conversations much more accurately over the next decade 28% 48% The marketing will become much more important to their org. by leveraging SM/WOM 20% 54% Radically new social media and word of mouth tactics will be adopted in the next few years 20% 51%

A Palette of New Strategies & Tactics Await Source: Agent Wildfire What forms of social media/word of mouth will experience the most growth in the next few years ? (top 3 choices) Social media marketing 37% Social network marketing 35% Mobile marketing 34% User-generated Content 31% Influencer marketing 28% Brand communities 20% Customer forums 17% Branded entertainment 16% Cause-related marketing 14% Brand microblogging 14% Buzz marketing 13% Corporate/brand blogging 11%

Debate