Wikibrands Social for Social Good

CAUSES
Wikibrands, WikiCharities – Reinventing Your Cause in a Donor and Fan-Driven Marketplace
June 2011My Charity Connects
www.wiki-brands.com
@wikibrands
Sean Moffitt @seanmoffitt
#mcc11

Who is Sean Moffitt….
Just A Blonde Guy With a Cause
Day Job – President, Agent Wildfire Night Job – Author, Wikibrands

Putting my best non-profit face forward – Movember-Style

Our Humble Contribution
– Wikibrands
Published by McGraw-Hill (2011 Launch)
Twitter: @wikibrands
Website: www.Wiki-Brands.com
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”

Our Particular Mission

How do the top 100 organizations put their “social/customer pants” on in the morning?
Wikibrands – (noun/verb)
The new currency for today’s marketplace:
Customer participation
Social influence
Digital engagement
Word of mouth
Online community
Grassroots marketing
Connected media
Member collaboration
Awesome content
Great user experience

A Premium Brand is Now a Mark of Participation
Wikibrands - A Rallying Cry - Participation is the New Business/Cause Currency
“Something you Want”
1950
“Something you Trust”
1910
“Something you Buy”
1850
“Something you
Participate In”
2010
“Something you Prefer”
1980
“Something you Love”
2000

Experiences are Being Socialized …even TV is now Social

Wikibrands – Surfing the Digital/Social Paradox….
…but…

...A Demanding and Activist Customer Culture has Taken Over

Wikibrands … A Manifesto for the Future of Business - Born in Canada
"Skate to where the puck is going,
not to where it is."

12
Are You Ready
To Become Buzzing,
Wikibrand
Evangelists?

The 1% - Who are the three most passionate people in this room?
CAUSES

The Tug of The Crowd – Learnings
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

The Challenge Today
We will try:
Why is it So Tough?
6 Reasons Why Now
6 Key Wikibrand Benefits
10 Key Things to Do It Right
6 Key Takeaways
Q&A
Continue the Conversation

Why Is Wikibranding
So Damn Tough?

Why Is it So Damn Tough?
The Pentathlon of Engagement
Business
Savvy
Strategy/
Innovation/
Governance
Customer
Savvy
Experience/
Community/
Social
Digital
Savvy
Web/Tech/
Mobile/SEO
Change
Savvy
HR/
Organizational
Communications
Savvy
PR/Brand/Content
Marketing

– Wikibranding - The Big Hurdles –
Getting Out of The Way
#1 - Company culture
#2 - Lack of executive/managerial support
#3 - Too controlling
#4 - Lack of authenticity/genuine engagement
#5 - Lack of community leadership
#6 - Ineffective measurement
#7 - Lack of relevant skills of people involved
#8 - No clear purpose
#9 - Lack of ongoing strategy/plan
#10 - Lack of investment
Source: Agent Wildfire 2010 Community Management Survey

So how do you mobilize a world around your cause…
Do Fundraisers/Foundations Have it Easier or Tougher than For Profit Cousins?

There Ain’t No Big Charity
At Not Least Playing
Source: The University of Massachusetts Dartmouth

Social Good is Actually Leading The Way
Source: The University of Massachusetts Dartmouth

Pros of Causes, Charities and Fundraising
(Straw Sample Poll)
Embedded Cause that People Passionately Believe In
People commitment at local and affiliate levels
Willingness to try things
Campaign mentality drives attention

Cons of Causes, Charities and Fundraising (Straw Sample Poll)
Lack of Money, Resources and Employees
Deeply competitive and fragmented
Appetite for risk and being personally noticed
Digital culture, talent and community-building not a core part of DNA
Storytelling?

We’re just not very good at this world…yet
There are Exceptions! Only 5 Conventional Causes in Top 320 Followed Twitter accounts
#203
#248
#302
#352
#189
World Economic Forum
Charity Water
UN Refugee Agency
Join RED
Livestrong CEO

Why Wikibrand Now?
What’s changed…

The Awesome Reason – Media/Tech Shifts
Tech is Oxygen
Mobile
5 billion people have access to Mobile
Gaming
3 billion gamers in the world
Dependency
36% of us would rather give up sex than the internet

The Awesome Reason – Media/Tech Shifts
The World is Connected and Engaged
1.5 Billion Social Networkers Globally
Facebook - 700 million, 1,000+ fans per page
Wikipedia – 265 million readers. 17 million articles
Twitter – 200+ million (wants to be 1 billion by end of 2013)
LinkedIn – 101 million, $9 billion IPO, 189 index on post-grad
YouTube - 144 million unique monthly visitors watch/292 minutes per month
Flickr – 45 million members/5.0 billion photos
Foursquare – 8 million mobile members/500 million checkins
Amazon – 650 million users annually, $24 billion sales
GroupOn – 50 million users annually, $2 billion sales
Spending 82% more time on social networks than they did last year
The 385x Grapevine - Facebook - 130 Friends/Twitter 190 Followers/LinkedIn 65 Colleagues

The Good Reason- The Age of Real
Organizations are “Starting to Get It”
#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, April 2010

Causes/Charities?Social Innovation
concerns the Executive Suite
“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:
50% “educational systems, talent constraints”
42% “poor public governance”
38% “climate change”
36% “making globalization’s benefits accessible to the poor”
35% “security of energy supply”
12% “access to clean water, sanitation”
8% “HIV/AIDS and other public health issues”
Source: McKinsey, 2010

The Bad Reason – Facebook Fever
#1 -Competition is There
#2 – Agency/Guru/Ninja/Conference made a good pitch
#3 – Beta Test Hell
78% don't have an employee policy
More than ½ of top firms don’t have a strategy
Source: Commotion Study/Buzz Report

The Ugly Reason– This is Cheap and Cool
Ah, Let the Intern/Mad Men Solve It
53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort.
83% of executives believe their agencies need to radically transform to be more competitive in a wikibrand world.
Source: SNCR/Buzz Report

Why Not Now?

The Good Excuses? Bravo…
The Awesome
What unique value can I add?
We really do suck? E.g. employees hate working here
The Good
We have no time? Talent?
My CEO/executive/owner doesn’t get it?

The Bad Excuses? C’mon really…
The Bad
I like my privacy? I hate losing control?
I can’t measure it?
The Ugly
My stakeholder is not on the social web? Doesn’t care enough?
I can’t monetize it?

Key Rebuttal - Economic Reason -
Engagement Sells
Engaged brands drive value +18%
Non-engaged brands decrease in value -6%
Source: Interbrand2010 Best Global Brands report

If Lubricants, Scissors and Insurance Can Do It, So Can You

Why Should Causes Wikibrand?
6 Benefits

Six Big Wikibrand Benefits
Brand Advocacy (Marketing/Fundraising)
Word of mouth/Referral/recommendation
Badging
Fundraising (#3)*
Sales/traffic
Reduction in media budgets
Brand Perception (PR)
Awareness/exposure (#1)*
Affinity
Empathy/respect
Lead industry conversation
SEO benefits

Brand Support (Customer service)
Recruiting volunteers (#2)*
Customer service
Education/ advice
Value-add experience
Brand Serendipity (HR/Corporate)
Stories/Inspiration
Corporate social responsibility
Galvanize employees
Hiring employees (#4)*
Traditional media interest

Brand Content (Media/Customer Experience)
Co-innovation/solutions
User-generated Creative
User-generated content
Reviews/ratings
Personal Stories
Brand Insight (Research and Innovation)
Idea stimulus
Beta-testing
Market research/polling
Industry/competitive intelligence
- Mobilize in crisis

The Recipe for Success?
..10 Factors

#1 Culture Change Required
– “Live the brand, listen before saying, letting go?”

Something just needs to click in…

There is a big difference between “Being Social”

Versus “Doing Social”

Raising a Brand/Cause, The Difference Between
Raising a 4 Year Old
Parenting an 18 Year Old

The Biggest Wikibrand Sins
- Listening is Paramount

A Culture Change is Required
MASS
MARKETING
DIRECT
MARKETING
WIKIBRAND
SOCIAL INFLUENCE
Control
Hype
Decisions
Features
Collaboration
Authenticity
Dialogue
Purpose

Externally - Treat Customers like VIP Fans
Two Steps
Scout/
Mystery
Shopper
Thinktank/
Sounding
Board
Turning Users, Customers and
Consumers
User
Customer
Consumer
Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters
Collaborator/Producer
Community
Member/
VIP Insider
Brand Fan
Evangelist/
Ambassador/
Advocate
Into Community Members, Advocates, Ambassadors
and Evangelists
Seeded
Adopter/
Beta Tester
AdvisoryCouncil/
Cause
Torchbearer

Internally,
Get Employees on the Bus…

High Employee Engagement =
Profitability up 16%
Productivity up 18%
Customer loyalty up 12%
Quality up 60%

Vancity
– Live Your Values -

Naked Pizza –
Evangelizing the Cause

Twestival
– Strict on Brand, Loose on Local -

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

FOCUS– The 4 Legs of the Wikibrands Strategy Couch

#2 - FOCUS– Four Big Axioms
Social/member needs > Company needs
The social customer has 4 seconds…
Focus > Technology
Avoid Social media Fever - Link to a core company objective

– Wikibrand Community Success Factors –
Top Ingredients
#1 - The customer/member experience provided Cul/Strat/Exec
#2 - A conversation worthy idea/concept Strategy
#3 - Clear objective/mission/value statement Culture
#4 - Expert moderation/dialogue management Execution
#5 - Great service/responsiveness Execution
#6 - A great product/brand Strategy
#7 - The quality of the people/members who participate Exec.

Movember – A New Generation of Philanthropy
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.

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

Cisco’s One Million Acts of Green –
Foucs Buried in Their Challenge

10,000 Women –
Focus Buried in their Mission

World Book Night -
Focus Buried in Their Date

#3 LANGUAGE, CONTENT & OUTREACH
“do I like this/is there enough of this/can I identify with this/do they know me?”

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

LANGUAGE –
If you wouldn’t say it in real life to a friend, don’t say it on the social web

Alex’s Lemonade Stand – Making it Personal

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

The Art of Storytelling – 9 Methods
#1 - Aspirations and Beliefs
#2 - Avalanche about to Roll

#3 - David vs. Goliath

#4 - Anxieties

#5 – Personalities/Personality Appeal

#6 - Changing Assumptions

#7 - How-to Stories and Advice

#8 - Seasonal/Event-related

#9 –
Glitz and Glam

OUTREACH – Some of these people are not like the others,
Forget 100,000 Followers, Start at Finding 1000 Real Fans

The Influencers – They Know More, They Connect, They Adopt Earlier - Find Them
LOCAL
RAW SCORE
PROFESSIONAL
BY INTEREST
THE BEST BLOGGERS

- Wikibrand Recruitment Tools -
Where to Find Your Fans
Employees (and affiliates and stakeholders)
Twitter (or other microblogging platform)
Facebook
Discussion Forums
Traditional PR
Dedicated Community Portal
Conversion of website visitors
Blogger Outreach

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

Never Forget – Humans are Hard Wired Social Animals
82

– Online Community Motivation –
Why Do People 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

27 Community Incentives - Intrinsic
“How do I identify with, help the community”
Fun & enjoyment (#1)
Creativity
Group effort/achievement
Learning
Better life/supporting cause
Challenge/competition
Satisfying curiosity
Wanting to make a better product
Meet people of similar interests

27 Community Incentives - Extrinsic
“How do I appear to others?”
Recognition by company (#1)
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

27 Community Incentives - Explicit
“What is my direct, tangible reward?”
Invitation to Events (#1)
3rd party incentives
Customized/personalized treatment
Non-monetary rewards
Discounts
Points accumulation
Customer service
Information/advice
Cash rewards

Kiva – Intrinsic, Extrinsic and Explicit Rewards

5. RULES, GUIDELINES & RITUALS
“what can/can’t I do here?”

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

6. TOOLS & PLATFORM
“the home and away game – where do we play?”

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

Our Social House has many rooms…and keeps expanding

Some rooms you…
Entertain
Play
Learn
Create
Escape
Converse

The Core 10 for a Cause
Tool Metaphorical Room Organizational Benefits
Facebook - “The Living Room” - Ubiquity, Socialness, Integration
Email Provider – “The Mailbox” - Outbound, Connection, Fans
Twitter - “The Front Porch” - Trends, Viralness, Launches
4. Blog - “The Garden” - News, Comments, Feeds, SEO
5. Community Site – “The Pool” - Fans, Deep Engagement
YouTube - “TV Room” - Entertainment, Previews, Video
7. LinkedIn - “The Office” - BtoB, Deals, Professional Community
8. Flickr - “The Gallery” - Photos, Artists, Celebrity
9. Wiki - “Workshop” - Collaboration, Fan community
10. Slideshare – “The Library” - Thought leadership, Trends, Ideas

Degrees of Engagement
Face to face
Video chat
Phone call
Chat service (AIM, Skype)
E-mail
Facebook message
Facebook wall post
Tweet
Are you listening to me?
Highest engagement
Lowest reach
Lowest engagement
Greatest reach

The Home Game – “The Lure”
Owned Community Platforms
Website + Owned Community + Affiliated Community
Type of Software/Language
Cost, Resources & Time
Customization
Scalability, Integrated & Usability
Security & Ownership

7. COMMUNITY MANAGEMENT
“who will lead the conversation?”

How to Avoid This…

Community/Brand Evangelists - Tasks

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

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

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

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

Life Stage Management – The AGBU
Experiment Quarterly (Threadless)
Reinvent every 2 years (Dell)
Not monitoring/moderating daily
Not reviewing weekly

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

Social Media Measurement - No Silver Bullet Formula

Different Brand Yardsticks
Measure The Applause, Not the Attendance
Try many small testable experiments
Have goals, track over time

10. CULTURE & ORGANIZATIONAL
CHANGE
“how will we be changed? Channeling Tom Sawyer”

Lego – Success by a Thousand Paper Cuts

Mozilla Firefox
A Wikibrand Role Model

Intuit
– B2B Community Builder – A Safe Haven for Answers
111

eBay Green Team
– Challenging Yourself

Organizational Change – The AGBU
Have Social Become Part of Your DNA
(Best Buy)
Host Ideajams (IBM)
Don’t celebrate milestones/keep social out in the cold
Don’t build organizational capability/outsource all expertise

What’s Next?

In the Year 3000…
“YouTube, Twitter and Facebook will merge and become an uber social network “YouTwitFace”

Types of New Media Future Growth

5 Deep Thoughts to take Back to the Office

#1 - Get Some Executive Sponsorship, Rules, Listening tools, 3-6 months and Participate
The First 5 Days
(64 hours)
Each Day
(30 minutes/day)
Every month
(10 hours/mth)

#2 – Leverage Your Own Crowd
Host Employee/Customer/Stakeholder Ideajams

#3 – Find Your Real Hardcore Fans
Invite them into The Front Row or On Stage

#4 - Go Ahead, it’s OK to FLIRT
Focus
Language and Content
Incentives, Motivations and Outreach
Rules, Guidelines and Rituals
Tool and Platforms

#5 - In a world of no time, attention and trust…don’t play it safe or follow others
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

Let’s continue the conversation…
Facebookpage and 6 other social extensions
Join our twice monthly #wikichat
Ongoing Wikibrand Engagements/ Bootcamps/Keynotes
Take our Buzz Report survey
Become an ambassador
Contact me: smoffitt@agentwildfire.com

Your Voice – Not for Profits
The Wikibrands/WikiGood Survey
- 23 survey questions you always wanted to know on Engaged NFPs
- Access to research ahead of time and chance to win Wikibrand books and a workshop
Twitter Chat June 21 - #wikichat
3-4:30pm EST
http://www.surveymonkey.com/s/wikigood

Wikibrands Social for Social Good

by Wikibrands on Jun 21, 2011

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Wikibrands Social for Social Good Presentation Transcript