Wikibrands Social for Social Good
 

Wikibrands Social for Social Good

on

  • 1,726 views

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

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

Statistics

Views

Total Views
1,726
Views on SlideShare
1,703
Embed Views
23

Actions

Likes
2
Downloads
17
Comments
0

1 Embed 23

http://wiki-brands.com 23

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • enti
  • enti

Wikibrands Social for Social Good Wikibrands Social for Social Good Presentation Transcript

  • 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
  • Six Big Wikibrand 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
  • Six Big Wikibrand Benefits
    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.
    Source: Agent Wildfire 2010 Community Management Survey
  • 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
  • The Art of Storytelling – 9 Methods
    #3 - David vs. Goliath
  • The Art of Storytelling – 9 Methods
    #4 - Anxieties
  • The Art of Storytelling – 9 Methods
    #5 – Personalities/Personality Appeal
  • The Art of Storytelling – 9 Methods
    #6 - Changing Assumptions
  • The Art of Storytelling – 9 Methods
    #7 - How-to Stories and Advice
  • The Art of Storytelling – 9 Methods
    #8 - Seasonal/Event-related
  • The Art of Storytelling – 9 Methods
    #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
    Source: Agent Wildfire 2010 Community Management Survey
  • 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
    Source: Agent Wildfire 2011 Community Management Survey
  • 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
    Source: Agent Wildfire 2010 Community Management Survey
  • 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
    Source: Agent Wildfire 2010 Community Management Survey
  • 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…
    Twitter: @wikibrands
    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
    Twitter: @wikibrands
    http://www.surveymonkey.com/s/wikigood
  • Q&A