CAUSES<br />Wikibrands, WikiCharities – Reinventing Your Cause in a Donor and Fan-Driven Marketplace<br />June 2011My Char...
Who is Sean Moffitt….<br />Just A Blonde Guy With a Cause<br />Day Job – President, Agent Wildfire		Night Job – Author, Wi...
Putting my best non-profit face forward – Movember-Style<br />
Our Humble Contribution<br /> – Wikibrands<br />Published by McGraw-Hill 	(2011 Launch) <br />Twitter: @wikibrands<br />We...
Our Particular Mission<br />
How do the top 100 organizations put their “social/customer pants” on in the morning?<br />Wikibrands – (noun/verb)<br />T...
 Social influence
Digital engagement
Word of mouth
Online community
Grassroots marketing
Connected media
 Member collaboration
 Awesome content
 Great user experience</li></li></ul><li>A Premium Brand is Now a Mark of Participation<br />Wikibrands - A Rallying Cry -...
Experiences are Being Socialized …even TV is now Social<br />
Wikibrands – Surfing the Digital/Social Paradox….<br />…but…<br />
...A Demanding and Activist Customer Culture has Taken Over<br />
Wikibrands … A Manifesto for the Future of Business - Born in Canada<br />"Skate to where the puck is going, <br />not to ...
12<br />Are You Ready <br />To Become Buzzing, <br />Wikibrand<br />Evangelists?<br />
The 1% - Who are the three most passionate people in this room?<br />CAUSES<br />
The Tug of The Crowd – Learnings<br /><ul><li> Takes courage to start a wave
 Safety and success in numbers
Pose a challenge, watch people rally
 We do things for irrational reasons, often in groups</li></li></ul><li>The Challenge Today<br />We will try:<br /><ul><li...
 6 Reasons Why Now
 6 Key Wikibrand Benefits
 10 Key Things to Do It Right
 6 Key Takeaways
 Q&A
Continue the Conversation</li></li></ul><li>Why Is Wikibranding<br />So Damn Tough?<br />
Why Is it So Damn Tough?<br />The Pentathlon of Engagement<br />Business <br />Savvy<br />Strategy/<br />Innovation/<br />...
– Wikibranding  - The Big Hurdles –<br />Getting Out of The Way <br />#1 - Company culture <br />#2 - Lack of executive/ma...
So how do you mobilize a world around your cause…<br />Do Fundraisers/Foundations Have it Easier or Tougher than For Profi...
There Ain’t No Big Charity <br /> At Not Least Playing<br />Source: The University of Massachusetts Dartmouth<br />
Social Good is Actually Leading The Way<br />Source: The University of Massachusetts Dartmouth<br />
Pros of Causes, Charities and Fundraising<br />(Straw Sample Poll)<br /><ul><li> Embedded Cause that People Passionately B...
 People commitment at local and affiliate levels
 Willingness to try things
Campaign mentality drives attention</li></li></ul><li>Cons of Causes, Charities and Fundraising (Straw Sample Poll)<br /><...
 Deeply competitive and fragmented
Appetite for risk and being personally noticed
 Digital culture, talent and community-building  not a core part of DNA</li></ul>Storytelling?<br />
We’re just not very good at this world…yet<br />There are Exceptions!  Only 5 Conventional Causes in Top 320 Followed Twit...
Why Wikibrand Now?<br />What’s changed… <br />
The Awesome Reason – Media/Tech Shifts<br />Tech is Oxygen<br />Mobile<br /><ul><li> 5 billion people have access to Mobil...
The Good Reason- The Age of Real<br />Organizations are “Starting to Get It”<br />#1  The Need for Authenticity and Transp...
Causes/Charities?Social Innovation<br /> concerns the Executive Suite<br />“Which of the following global environmental, s...
The Bad Reason – Facebook Fever<br />#1 -Competition is There<br />#2 – Agency/Guru/Ninja/Conference made a good pitch<br ...
The Ugly Reason– This is Cheap and Cool<br />Ah, Let the Intern/Mad Men Solve It<br />53% of businesses engaged in social/...
Why Not Now? <br />
The Good Excuses? Bravo…<br />The Awesome<br />What unique value can I add?<br />We really do suck? E.g. employees hate wo...
The Bad Excuses? C’mon really…<br />The Bad<br />I like my privacy? I hate losing control?<br />I can’t measure it?<br />T...
Key Rebuttal - Economic Reason -<br /> Engagement Sells<br />Engaged brands drive  value +18%<br />Non-engaged brands decr...
If Lubricants, Scissors and Insurance Can Do It, So Can You<br />
Why Should Causes Wikibrand? <br />6 Benefits<br />
Six Big Wikibrand Benefits<br />Brand Advocacy (Marketing/Fundraising)<br /><ul><li>Word of mouth/Referral/recommendation
Badging
 Fundraising (#3)*
 Sales/traffic
 Reduction in media budgets</li></ul>Brand Perception (PR)<br /><ul><li>Awareness/exposure (#1)*
Affinity
 Empathy/respect
 Lead industry conversation
 SEO benefits</li></li></ul><li>Six Big Wikibrand Benefits<br />Brand Support (Customer service)<br /><ul><li>Recruiting v...
 Customer service
 Education/ advice
 Value-add experience</li></ul>Brand Serendipity (HR/Corporate)<br /><ul><li> Stories/Inspiration
 Corporate social responsibility
 Galvanize employees
Hiring employees (#4)*
 Traditional media interest</li></li></ul><li>Six Big Wikibrand Benefits<br />Brand Content  (Media/Customer Experience)<b...
 User-generated Creative
 User-generated content
Reviews/ratings
 Personal Stories</li></ul>Brand Insight (Research and Innovation)<br /><ul><li> Idea stimulus
 Beta-testing
 Market research/polling
 Industry/competitive intelligence</li></ul>- Mobilize in crisis<br />
The Recipe for Success?<br />..10 Factors<br />
#1 Culture Change Required<br />– “Live the brand, listen before saying, letting go?”<br />
Something just needs to click in…<br />
There is a big difference between “Being Social”<br />
Versus “Doing Social”<br />
Raising a Brand/Cause, The Difference Between<br />Raising a 4 Year Old<br />Parenting an 18 Year Old<br />
The Biggest Wikibrand Sins<br />- Listening is Paramount<br />
A Culture Change is Required<br />MASS <br />MARKETING<br />DIRECT <br />MARKETING<br />WIKIBRAND <br />SOCIAL INFLUENCE<b...
Externally - Treat Customers like VIP Fans<br />Two Steps<br />Scout/<br />Mystery<br />Shopper<br />Thinktank/<br />Sound...
Internally,<br />Get Employees on the Bus…<br />
High Employee Engagement =<br />Profitability up 16%<br />Productivity up 18%<br />Customer loyalty up 12% <br />Quality u...
Vancity<br />– Live Your Values -<br />
Naked Pizza  – <br />Evangelizing the Cause<br />
Twestival<br />– Strict on Brand, Loose on Local -<br />
#2 FOCUS<br />– “Why are we doing this/what are we doing?”<br />
FOCUS– The 4 Legs of the Wikibrands Strategy Couch<br />
#2 - FOCUS– Four Big Axioms<br />Social/member needs >  Company needs<br />The social customer has 4 seconds…<br />Focus  ...
– Wikibrand Community Success Factors – <br />Top Ingredients<br />#1 - The customer/member experience provided   Cul/Stra...
Movember – A New Generation of Philanthropy<br /><ul><li> Not built around a celebrity
 Not founded by a mega wealthy individual
 Not a cause marketing campaign by business
Movemberis created by building and energizing a community around a cause. </li></li></ul><li>Movember<br /> – Energizing a...
Cisco’s One Million Acts of Green –<br />Foucs Buried in Their Challenge<br />
10,000 Women – <br />Focus Buried in their Mission<br />
World Book Night -<br />Focus Buried in Their Date<br />
#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 />
Alex’s Lemonade Stand – Making it Personal<br />
CONTENT– <br />If the Customer is King, then Content is Queen<br />Blog 	– Min. 3 posts per week<br />	- well-tagged<br />...
The Art of Storytelling – 9 Methods<br />#1 -  Aspirations and Beliefs<br />#2 - Avalanche about to Roll<br />
The Art of Storytelling – 9 Methods<br />#3 - David vs. Goliath<br />
The Art of Storytelling – 9 Methods<br />#4 - Anxieties<br />
The Art of Storytelling – 9 Methods<br />#5 – Personalities/Personality Appeal<br />
The Art of Storytelling – 9 Methods<br />#6 - Changing Assumptions<br />
The Art of Storytelling – 9 Methods<br />#7 - How-to Stories and Advice<br />
The Art of Storytelling – 9 Methods<br />#8 - Seasonal/Event-related<br />
The Art of Storytelling – 9 Methods<br />#9 –<br />Glitz and Glam<br />
OUTREACH – Some of these people are not like the others, <br />Forget 100,000 Followers,  Start at Finding 1000 Real Fans<...
The Influencers – They Know More, They Connect, They Adopt Earlier - Find Them<br />LOCAL<br />RAW SCORE<br />PROFESSIONAL...
- Wikibrand Recruitment Tools -<br />Where to Find Your Fans<br />     Employees (and affiliates and stakeholders)<br />	T...
4. INCENTIVES & MOTIVATIONS<br />“what’s in it for me?”<br />
Never Forget – Humans are Hard Wired Social Animals<br />82<br />
– Online Community Motivation – <br />Why Do People Join<br />#1 - Social Connection<br />#2 - Shared Community Values/Cul...
27 Community Incentives - Intrinsic<br />“How do I identify with, help the community”<br />Fun & enjoyment (#1)<br />Creat...
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Wikibrands Social for Social Good

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Presentation given by Sean Moffitt as afternoon keynote at My Charity Connects June 7th - based on learnings from Wikibrands (McGraw-hIll) and Agent Wildfgire's Buzz Report

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  • Wikibrands Social for Social Good

    1. 1. CAUSES<br />Wikibrands, WikiCharities – Reinventing Your Cause in a Donor and Fan-Driven Marketplace<br />June 2011My Charity Connects<br />www.wiki-brands.com<br />@wikibrands<br />Sean Moffitt @seanmoffitt<br />#mcc11<br />
    2. 2. Who is Sean Moffitt….<br />Just A Blonde Guy With a Cause<br />Day Job – President, Agent Wildfire Night Job – Author, Wikibrands<br />
    3. 3. Putting my best non-profit face forward – Movember-Style<br />
    4. 4. Our Humble Contribution<br /> – Wikibrands<br />Published by McGraw-Hill (2011 Launch) <br />Twitter: @wikibrands<br />Website: www.Wiki-Brands.com<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 />
    5. 5. Our Particular Mission<br />
    6. 6. How do the top 100 organizations put their “social/customer pants” on in the morning?<br />Wikibrands – (noun/verb)<br />The new currency for today’s marketplace:<br /><ul><li> Customer participation
    7. 7. Social influence
    8. 8. Digital engagement
    9. 9. Word of mouth
    10. 10. Online community
    11. 11. Grassroots marketing
    12. 12. Connected media
    13. 13. Member collaboration
    14. 14. Awesome content
    15. 15. Great user experience</li></li></ul><li>A Premium Brand is Now a Mark of Participation<br />Wikibrands - A Rallying Cry - Participation is the New Business/Cause Currency<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 />2010<br />“Something you Prefer”<br />1980<br />“Something you Love”<br />2000<br />
    16. 16. Experiences are Being Socialized …even TV is now Social<br />
    17. 17. Wikibrands – Surfing the Digital/Social Paradox….<br />…but…<br />
    18. 18. ...A Demanding and Activist Customer Culture has Taken Over<br />
    19. 19. Wikibrands … A Manifesto for the Future of Business - Born in Canada<br />"Skate to where the puck is going, <br />not to where it is."<br />
    20. 20. 12<br />Are You Ready <br />To Become Buzzing, <br />Wikibrand<br />Evangelists?<br />
    21. 21. The 1% - Who are the three most passionate people in this room?<br />CAUSES<br />
    22. 22. The Tug of The Crowd – Learnings<br /><ul><li> Takes courage to start a wave
    23. 23. Safety and success in numbers
    24. 24. Pose a challenge, watch people rally
    25. 25. We do things for irrational reasons, often in groups</li></li></ul><li>The Challenge Today<br />We will try:<br /><ul><li> Why is it So Tough?
    26. 26. 6 Reasons Why Now
    27. 27. 6 Key Wikibrand Benefits
    28. 28. 10 Key Things to Do It Right
    29. 29. 6 Key Takeaways
    30. 30. Q&A
    31. 31. Continue the Conversation</li></li></ul><li>Why Is Wikibranding<br />So Damn Tough?<br />
    32. 32. Why Is it So Damn Tough?<br />The Pentathlon of Engagement<br />Business <br />Savvy<br />Strategy/<br />Innovation/<br />Governance<br />Customer <br />Savvy<br />Experience/<br />Community/<br />Social<br />Digital <br />Savvy<br />Web/Tech/<br />Mobile/SEO<br />Change<br />Savvy<br />HR/<br />Organizational<br />Communications <br />Savvy<br />PR/Brand/Content<br />Marketing<br />
    33. 33. – Wikibranding - The Big Hurdles –<br />Getting Out of The Way <br />#1 - Company culture <br />#2 - Lack of executive/managerial support <br />#3 - Too controlling <br />#4 - Lack of authenticity/genuine engagement <br />#5 - Lack of community leadership <br />#6 - Ineffective measurement <br />#7 - Lack of relevant skills of people involved <br />#8 - No clear purpose <br />#9 - Lack of ongoing strategy/plan <br />#10 - Lack of investment <br />Source: Agent Wildfire 2010 Community Management Survey<br />
    34. 34. So how do you mobilize a world around your cause…<br />Do Fundraisers/Foundations Have it Easier or Tougher than For Profit Cousins?<br />
    35. 35. There Ain’t No Big Charity <br /> At Not Least Playing<br />Source: The University of Massachusetts Dartmouth<br />
    36. 36. Social Good is Actually Leading The Way<br />Source: The University of Massachusetts Dartmouth<br />
    37. 37. Pros of Causes, Charities and Fundraising<br />(Straw Sample Poll)<br /><ul><li> Embedded Cause that People Passionately Believe In
    38. 38. People commitment at local and affiliate levels
    39. 39. Willingness to try things
    40. 40. Campaign mentality drives attention</li></li></ul><li>Cons of Causes, Charities and Fundraising (Straw Sample Poll)<br /><ul><li> Lack of Money, Resources and Employees
    41. 41. Deeply competitive and fragmented
    42. 42. Appetite for risk and being personally noticed
    43. 43. Digital culture, talent and community-building not a core part of DNA</li></ul>Storytelling?<br />
    44. 44. We’re just not very good at this world…yet<br />There are Exceptions! Only 5 Conventional Causes in Top 320 Followed Twitter accounts<br />#203<br />#248<br />#302<br />#352<br />#189<br />World Economic Forum<br />Charity Water<br />UN Refugee Agency<br />Join RED<br />Livestrong CEO<br />
    45. 45. Why Wikibrand Now?<br />What’s changed… <br />
    46. 46. The Awesome Reason – Media/Tech Shifts<br />Tech is Oxygen<br />Mobile<br /><ul><li> 5 billion people have access to Mobile</li></ul>Gaming<br /><ul><li>3 billion gamers in the world</li></ul>Dependency<br /><ul><li> 36% of us would rather give up sex than the internet</li></li></ul><li>The Awesome Reason – Media/Tech Shifts<br />The World is Connected and Engaged<br />1.5 Billion Social Networkers Globally<br />Facebook - 700 million, 1,000+ fans per page<br />Wikipedia – 265 million readers. 17 million articles<br />Twitter – 200+ million (wants to be 1 billion by end of 2013)<br />LinkedIn – 101 million, $9 billion IPO, 189 index on post-grad <br />YouTube - 144 million unique monthly visitors watch/292 minutes per month<br />Flickr – 45 million members/5.0 billion photos<br />Foursquare – 8 million mobile members/500 million checkins<br />Amazon – 650 million users annually, $24 billion sales <br />GroupOn – 50 million users annually, $2 billion sales<br />Spending 82% more time on social networks than they did last year<br />The 385x Grapevine - Facebook - 130 Friends/Twitter 190 Followers/LinkedIn 65 Colleagues<br />
    47. 47. The Good Reason- The Age of Real<br />Organizations are “Starting to Get It”<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 />
    48. 48. Causes/Charities?Social Innovation<br /> concerns the Executive Suite<br />“Which of the following global environmental, social and political issues are the most critical to address for the future success of your business?” CEO response:<br />50% “educational systems, talent constraints” <br />42% “poor public governance” <br />38% “climate change” <br />36% “making globalization’s benefits accessible to the poor” <br />35% “security of energy supply” <br />12% “access to clean water, sanitation” <br /> 8% “HIV/AIDS and other public health issues” <br />Source: McKinsey, 2010<br />
    49. 49. The Bad Reason – Facebook Fever<br />#1 -Competition is There<br />#2 – Agency/Guru/Ninja/Conference made a good pitch<br />#3 – Beta Test Hell <br />78% don't have an employee policy<br />More than ½ of top firms don’t have a strategy<br />Source: Commotion Study/Buzz Report<br />
    50. 50. The Ugly Reason– This is Cheap and Cool<br />Ah, Let the Intern/Mad Men Solve It<br />53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort.  <br />83% 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. Why Not Now? <br />
    52. 52. The Good Excuses? Bravo…<br />The Awesome<br />What unique value can I add?<br />We really do suck? E.g. employees hate working here<br />The Good<br />We have no time? Talent?<br />My CEO/executive/owner doesn’t get it?<br />
    53. 53. The Bad Excuses? C’mon really…<br />The Bad<br />I like my privacy? I hate losing control?<br />I can’t measure it?<br />The Ugly<br />My stakeholder is not on the social web? Doesn’t care enough?<br />I can’t monetize it?<br />
    54. 54. Key Rebuttal - Economic Reason -<br /> Engagement Sells<br />Engaged brands drive value +18%<br />Non-engaged brands decrease in value -6%<br />Source: Interbrand2010 Best Global Brands report<br />
    55. 55. If Lubricants, Scissors and Insurance Can Do It, So Can You<br />
    56. 56. Why Should Causes Wikibrand? <br />6 Benefits<br />
    57. 57. Six Big Wikibrand Benefits<br />Brand Advocacy (Marketing/Fundraising)<br /><ul><li>Word of mouth/Referral/recommendation
    58. 58. Badging
    59. 59. Fundraising (#3)*
    60. 60. Sales/traffic
    61. 61. Reduction in media budgets</li></ul>Brand Perception (PR)<br /><ul><li>Awareness/exposure (#1)*
    62. 62. Affinity
    63. 63. Empathy/respect
    64. 64. Lead industry conversation
    65. 65. SEO benefits</li></li></ul><li>Six Big Wikibrand Benefits<br />Brand Support (Customer service)<br /><ul><li>Recruiting volunteers (#2)*
    66. 66. Customer service
    67. 67. Education/ advice
    68. 68. Value-add experience</li></ul>Brand Serendipity (HR/Corporate)<br /><ul><li> Stories/Inspiration
    69. 69. Corporate social responsibility
    70. 70. Galvanize employees
    71. 71. Hiring employees (#4)*
    72. 72. Traditional media interest</li></li></ul><li>Six Big Wikibrand Benefits<br />Brand Content (Media/Customer Experience)<br /><ul><li> Co-innovation/solutions
    73. 73. User-generated Creative
    74. 74. User-generated content
    75. 75. Reviews/ratings
    76. 76. Personal Stories</li></ul>Brand Insight (Research and Innovation)<br /><ul><li> Idea stimulus
    77. 77. Beta-testing
    78. 78. Market research/polling
    79. 79. Industry/competitive intelligence</li></ul>- Mobilize in crisis<br />
    80. 80. The Recipe for Success?<br />..10 Factors<br />
    81. 81. #1 Culture Change Required<br />– “Live the brand, listen before saying, letting go?”<br />
    82. 82. Something just needs to click in…<br />
    83. 83. There is a big difference between “Being Social”<br />
    84. 84. Versus “Doing Social”<br />
    85. 85. Raising a Brand/Cause, The Difference Between<br />Raising a 4 Year Old<br />Parenting an 18 Year Old<br />
    86. 86. The Biggest Wikibrand Sins<br />- Listening is Paramount<br />
    87. 87. A Culture Change is Required<br />MASS <br />MARKETING<br />DIRECT <br />MARKETING<br />WIKIBRAND <br />SOCIAL INFLUENCE<br />Control<br />Hype<br />Decisions<br />Features<br />Collaboration<br />Authenticity<br />Dialogue<br />Purpose<br />
    88. 88. Externally - Treat Customers like VIP Fans<br />Two Steps<br />Scout/<br />Mystery<br />Shopper<br />Thinktank/<br />Sounding<br />Board<br />Turning Users, Customers and<br />Consumers <br />User<br />Customer<br />Consumer<br />Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters <br />Collaborator/Producer<br />Community<br />Member/<br />VIP Insider<br />Brand Fan<br />Evangelist/<br />Ambassador/<br />Advocate<br />Into Community Members, Advocates, Ambassadors <br />and Evangelists<br />Seeded<br />Adopter/<br />Beta Tester<br />AdvisoryCouncil/<br />Cause<br />Torchbearer<br />
    89. 89. Internally,<br />Get Employees on the Bus…<br />
    90. 90. High Employee Engagement =<br />Profitability up 16%<br />Productivity up 18%<br />Customer loyalty up 12% <br />Quality up 60%<br />
    91. 91. Vancity<br />– Live Your Values -<br />
    92. 92. Naked Pizza – <br />Evangelizing the Cause<br />
    93. 93. Twestival<br />– Strict on Brand, Loose on Local -<br />
    94. 94. #2 FOCUS<br />– “Why are we doing this/what are we doing?”<br />
    95. 95. FOCUS– The 4 Legs of the Wikibrands Strategy Couch<br />
    96. 96. #2 - FOCUS– Four Big Axioms<br />Social/member needs > Company needs<br />The social customer has 4 seconds…<br />Focus > Technology<br />Avoid Social media Fever - Link to a core company objective<br />
    97. 97. – Wikibrand Community Success Factors – <br />Top Ingredients<br />#1 - The customer/member experience provided Cul/Strat/Exec <br />#2 - A conversation worthy idea/concept Strategy<br />#3 - Clear objective/mission/value statement Culture <br />#4 - Expert moderation/dialogue management Execution <br />#5 - Great service/responsiveness Execution <br />#6 - A great product/brand Strategy<br />#7 - The quality of the people/members who participate Exec.<br />Source: Agent Wildfire 2010 Community Management Survey<br />
    98. 98. Movember – A New Generation of Philanthropy<br /><ul><li> Not built around a celebrity
    99. 99. Not founded by a mega wealthy individual
    100. 100. Not a cause marketing campaign by business
    101. 101. Movemberis created by building and energizing a community around a cause. </li></li></ul><li>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 />
    102. 102. Cisco’s One Million Acts of Green –<br />Foucs Buried in Their Challenge<br />
    103. 103. 10,000 Women – <br />Focus Buried in their Mission<br />
    104. 104. World Book Night -<br />Focus Buried in Their Date<br />
    105. 105. #3 LANGUAGE, CONTENT & OUTREACH<br />“do I like this/is there enough of this/can I identify with this/do they know me?”<br />
    106. 106. “It doesn’t matter what you say, if I don’t like the way you’re saying it” <br />James Cherkoff, Collaborate Marketing<br />
    107. 107. LANGUAGE – <br />If you wouldn’t say it in real life to a friend, don’t say it on the social web <br />
    108. 108. Alex’s Lemonade Stand – Making it Personal<br />
    109. 109. 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 />
    110. 110. The Art of Storytelling – 9 Methods<br />#1 - Aspirations and Beliefs<br />#2 - Avalanche about to Roll<br />
    111. 111. The Art of Storytelling – 9 Methods<br />#3 - David vs. Goliath<br />
    112. 112. The Art of Storytelling – 9 Methods<br />#4 - Anxieties<br />
    113. 113. The Art of Storytelling – 9 Methods<br />#5 – Personalities/Personality Appeal<br />
    114. 114. The Art of Storytelling – 9 Methods<br />#6 - Changing Assumptions<br />
    115. 115. The Art of Storytelling – 9 Methods<br />#7 - How-to Stories and Advice<br />
    116. 116. The Art of Storytelling – 9 Methods<br />#8 - Seasonal/Event-related<br />
    117. 117. The Art of Storytelling – 9 Methods<br />#9 –<br />Glitz and Glam<br />
    118. 118. OUTREACH – Some of these people are not like the others, <br />Forget 100,000 Followers, Start at Finding 1000 Real Fans<br />
    119. 119.
    120. 120. The Influencers – They Know More, They Connect, They Adopt Earlier - Find Them<br />LOCAL<br />RAW SCORE<br />PROFESSIONAL<br />BY INTEREST<br />THE BEST BLOGGERS<br />
    121. 121. - Wikibrand Recruitment Tools -<br />Where to Find Your Fans<br /> Employees (and affiliates and stakeholders)<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 />
    122. 122. 4. INCENTIVES & MOTIVATIONS<br />“what’s in it for me?”<br />
    123. 123. Never Forget – Humans are Hard Wired Social Animals<br />82<br />
    124. 124. – Online Community Motivation – <br />Why Do People 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 />
    125. 125. 27 Community Incentives - Intrinsic<br />“How do I identify with, help the community”<br />Fun & enjoyment (#1)<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 />
    126. 126. 27 Community Incentives - Extrinsic<br />“How do I appear to others?”<br />Recognition by company (#1)<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 />
    127. 127. 27 Community Incentives - Explicit<br />“What is my direct, tangible reward?”<br />Invitation to Events (#1)<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 />
    128. 128. Kiva – Intrinsic, Extrinsic and Explicit Rewards<br />
    129. 129. 5. RULES, GUIDELINES & RITUALS<br />“what can/can’t I do here?”<br />
    130. 130. 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 />
    131. 131. 6. TOOLS & PLATFORM<br />“the home and away game – where do we play?”<br />
    132. 132. 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 />
    133. 133. Our Social House has many rooms…and keeps expanding<br />
    134. 134. Some rooms you…<br />Entertain<br />Play<br />Learn<br />Create<br />Escape<br />Converse<br />
    135. 135. The Core 10 for a Cause<br /> Tool Metaphorical Room Organizational Benefits<br />Facebook - “The Living Room” - Ubiquity, Socialness, Integration<br />Email Provider – “The Mailbox” - Outbound, Connection, Fans<br />Twitter - “The Front Porch” - Trends, Viralness, Launches<br />4. Blog - “The Garden” - News, Comments, Feeds, SEO<br />5. Community Site – “The Pool” - Fans, Deep Engagement<br />YouTube - “TV Room” - Entertainment, Previews, Video<br />7. LinkedIn - “The Office” - BtoB, Deals, Professional Community<br />8. Flickr - “The Gallery” - Photos, Artists, Celebrity<br />9. Wiki - “Workshop” - Collaboration, Fan community<br />10. Slideshare – “The Library” - Thought leadership, Trends, Ideas<br />
    136. 136. Degrees of Engagement<br /><ul><li>Face to face
    137. 137. Video chat
    138. 138. Phone call
    139. 139. Chat service (AIM, Skype)
    140. 140. E-mail
    141. 141. Facebook message
    142. 142. Facebook wall post
    143. 143. Tweet</li></ul>Are you listening to me?<br />Highest engagement<br />Lowest reach<br />Lowest engagement<br />Greatest reach<br />
    144. 144. The Home Game – “The Lure”<br />Owned Community Platforms<br />Website + Owned Community + Affiliated Community<br /><ul><li>Type of Software/Language
    145. 145. Cost, Resources & Time
    146. 146. Customization
    147. 147. Scalability, Integrated & Usability
    148. 148. Security & Ownership</li></li></ul><li>7. COMMUNITY MANAGEMENT<br />“who will lead the conversation?”<br />
    149. 149. How to Avoid This…<br />
    150. 150. Community/Brand Evangelists - Tasks<br />
    151. 151. 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 />
    152. 152. 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 />
    153. 153. 8. LIFE STAGE OF THE COMMUNITY<br />“when do we need to adapt?”<br />
    154. 154. 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 />
    155. 155. Life Stage Management – The AGBU<br />Experiment Quarterly (Threadless)<br />Reinvent every 2 years (Dell)<br />Not monitoring/moderating daily <br />Not reviewing weekly <br />
    156. 156. 9. METRICS, MEASUREMENT, <br />INSIGHTS & ROI<br />“what do we measure and look for?”<br />
    157. 157. Social Media Measurement - No Silver Bullet Formula<br />
    158. 158. Different Brand Yardsticks<br /><ul><li> Measure The Applause, Not the Attendance
    159. 159. Try many small testable experiments
    160. 160. Have goals, track over time </li></li></ul><li>10. CULTURE & ORGANIZATIONAL<br /> CHANGE<br />“how will we be changed? Channeling Tom Sawyer”<br />
    161. 161. Lego – Success by a Thousand Paper Cuts<br />
    162. 162. Mozilla Firefox<br />A Wikibrand Role Model<br />
    163. 163. Intuit <br />– B2B Community Builder – A Safe Haven for Answers<br />111<br />
    164. 164. eBay Green Team <br />– Challenging Yourself<br />
    165. 165. Organizational Change – The AGBU<br />Have Social Become Part of Your DNA<br />(Best Buy)<br />Host Ideajams (IBM)<br />Don’t celebrate milestones/keep social out in the cold<br />Don’t build organizational capability/outsource all expertise<br />
    166. 166. What’s Next?<br />
    167. 167. In the Year 3000…<br />“YouTube, Twitter and Facebook will merge and become an uber social network “YouTwitFace”<br />
    168. 168. Types of New Media Future Growth<br />
    169. 169. 5 Deep Thoughts to take Back to the Office<br />
    170. 170. #1 - Get Some Executive Sponsorship, Rules, Listening tools, 3-6 months and Participate<br /><ul><li> The First 5 Days</li></ul> (64 hours)<br /><ul><li> Each Day</li></ul> (30 minutes/day)<br /><ul><li> Every month</li></ul> (10 hours/mth)<br />
    171. 171. #2 – Leverage Your Own Crowd<br />Host Employee/Customer/Stakeholder Ideajams<br />
    172. 172. #3 – Find Your Real Hardcore Fans<br />Invite them into The Front Row or On Stage<br />
    173. 173. #4 - Go Ahead, it’s OK to FLIRT<br />Focus<br />Language and Content<br />Incentives, Motivations and Outreach <br />Rules, Guidelines and Rituals<br />Tool and Platforms<br />
    174. 174. #5 - In a world of no time, attention and trust…don’t play it safe or follow others<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 />
    175. 175. Let’s continue the conversation…<br />Twitter: @wikibrands<br />Facebookpage and 6 other social extensions<br />Join our twice monthly #wikichat<br />Ongoing Wikibrand Engagements/ Bootcamps/Keynotes<br />Take our Buzz Report survey<br />Become an ambassador<br />Contact me: smoffitt@agentwildfire.com<br />
    176. 176. Your Voice – Not for Profits <br />The Wikibrands/WikiGood Survey<br />- 23 survey questions you always wanted to know on Engaged NFPs<br />- Access to research ahead of time and chance to win Wikibrand books and a workshop <br /><ul><li>Twitter Chat June 21 - #wikichat</li></ul>3-4:30pm EST<br />Twitter: @wikibrands<br />http://www.surveymonkey.com/s/wikigood<br />
    177. 177. Q&A<br />
    1. A particular slide catching your eye?

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