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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

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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    • 1. 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
    • 2. Who is Sean Moffitt….
      Just A Blonde Guy With a Cause
      Day Job – President, Agent Wildfire Night Job – Author, Wikibrands
    • 3. Putting my best non-profit face forward – Movember-Style
    • 4. 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”
    • 5. Our Particular Mission
    • 6. 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
      • 7. Social influence
      • 8. Digital engagement
      • 9. Word of mouth
      • 10. Online community
      • 11. Grassroots marketing
      • 12. Connected media
      • 13. Member collaboration
      • 14. Awesome content
      • 15. 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
    • 16. Experiences are Being Socialized …even TV is now Social
    • 17. Wikibrands – Surfing the Digital/Social Paradox….
      …but…
    • 18. ...A Demanding and Activist Customer Culture has Taken Over
    • 19. Wikibrands … A Manifesto for the Future of Business - Born in Canada
      "Skate to where the puck is going,
      not to where it is."
    • 20. 12
      Are You Ready
      To Become Buzzing,
      Wikibrand
      Evangelists?
    • 21. The 1% - Who are the three most passionate people in this room?
      CAUSES
    • 22. The Tug of The Crowd – Learnings
      • Takes courage to start a wave
      • 23. Safety and success in numbers
      • 24. Pose a challenge, watch people rally
      • 25. We do things for irrational reasons, often in groups
    • The Challenge Today
      We will try:
      • Why is it So Tough?
      • 26. 6 Reasons Why Now
      • 27. 6 Key Wikibrand Benefits
      • 28. 10 Key Things to Do It Right
      • 29. 6 Key Takeaways
      • 30. Q&A
      • 31. Continue the Conversation
    • Why Is Wikibranding
      So Damn Tough?
    • 32. 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
    • 33. – 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
    • 34. So how do you mobilize a world around your cause…
      Do Fundraisers/Foundations Have it Easier or Tougher than For Profit Cousins?
    • 35. There Ain’t No Big Charity
      At Not Least Playing
      Source: The University of Massachusetts Dartmouth
    • 36. Social Good is Actually Leading The Way
      Source: The University of Massachusetts Dartmouth
    • 37. Pros of Causes, Charities and Fundraising
      (Straw Sample Poll)
      • Embedded Cause that People Passionately Believe In
      • 38. People commitment at local and affiliate levels
      • 39. Willingness to try things
      • 40. Campaign mentality drives attention
    • Cons of Causes, Charities and Fundraising (Straw Sample Poll)
      • Lack of Money, Resources and Employees
      • 41. Deeply competitive and fragmented
      • 42. Appetite for risk and being personally noticed
      • 43. Digital culture, talent and community-building not a core part of DNA
      Storytelling?
    • 44. 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
    • 45. Why Wikibrand Now?
      What’s changed…
    • 46. 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
    • 47. 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
    • 48. 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
    • 49. 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
    • 50. 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
    • 51. Why Not Now?
    • 52. 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?
    • 53. 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?
    • 54. Key Rebuttal - Economic Reason -
      Engagement Sells
      Engaged brands drive value +18%
      Non-engaged brands decrease in value -6%
      Source: Interbrand2010 Best Global Brands report
    • 55. If Lubricants, Scissors and Insurance Can Do It, So Can You
    • 56. Why Should Causes Wikibrand?
      6 Benefits
    • 57. Six Big Wikibrand Benefits
      Brand Advocacy (Marketing/Fundraising)
      • Word of mouth/Referral/recommendation
      • 58. Badging
      • 59. Fundraising (#3)*
      • 60. Sales/traffic
      • 61. Reduction in media budgets
      Brand Perception (PR)
      • Awareness/exposure (#1)*
      • 62. Affinity
      • 63. Empathy/respect
      • 64. Lead industry conversation
      • 65. SEO benefits
    • Six Big Wikibrand Benefits
      Brand Support (Customer service)
      • Recruiting volunteers (#2)*
      • 66. Customer service
      • 67. Education/ advice
      • 68. Value-add experience
      Brand Serendipity (HR/Corporate)
      • Stories/Inspiration
      • 69. Corporate social responsibility
      • 70. Galvanize employees
      • 71. Hiring employees (#4)*
      • 72. Traditional media interest
    • Six Big Wikibrand Benefits
      Brand Content (Media/Customer Experience)
      • Co-innovation/solutions
      • 73. User-generated Creative
      • 74. User-generated content
      • 75. Reviews/ratings
      • 76. Personal Stories
      Brand Insight (Research and Innovation)
      • Idea stimulus
      • 77. Beta-testing
      • 78. Market research/polling
      • 79. Industry/competitive intelligence
      - Mobilize in crisis
    • 80. The Recipe for Success?
      ..10 Factors
    • 81. #1 Culture Change Required
      – “Live the brand, listen before saying, letting go?”
    • 82. Something just needs to click in…
    • 83. There is a big difference between “Being Social”
    • 84. Versus “Doing Social”
    • 85. Raising a Brand/Cause, The Difference Between
      Raising a 4 Year Old
      Parenting an 18 Year Old
    • 86. The Biggest Wikibrand Sins
      - Listening is Paramount
    • 87. A Culture Change is Required
      MASS
      MARKETING
      DIRECT
      MARKETING
      WIKIBRAND
      SOCIAL INFLUENCE
      Control
      Hype
      Decisions
      Features
      Collaboration
      Authenticity
      Dialogue
      Purpose
    • 88. 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
    • 89. Internally,
      Get Employees on the Bus…
    • 90. High Employee Engagement =
      Profitability up 16%
      Productivity up 18%
      Customer loyalty up 12%
      Quality up 60%
    • 91. Vancity
      – Live Your Values -
    • 92. Naked Pizza –
      Evangelizing the Cause
    • 93. Twestival
      – Strict on Brand, Loose on Local -
    • 94. #2 FOCUS
      – “Why are we doing this/what are we doing?”
    • 95. FOCUS– The 4 Legs of the Wikibrands Strategy Couch
    • 96. #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
    • 97. – 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
    • 98. Movember – A New Generation of Philanthropy
      • Not built around a celebrity
      • 99. Not founded by a mega wealthy individual
      • 100. Not a cause marketing campaign by business
      • 101. 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
    • 102. Cisco’s One Million Acts of Green –
      Foucs Buried in Their Challenge
    • 103. 10,000 Women –
      Focus Buried in their Mission
    • 104. World Book Night -
      Focus Buried in Their Date
    • 105. #3 LANGUAGE, CONTENT & OUTREACH
      “do I like this/is there enough of this/can I identify with this/do they know me?”
    • 106. “It doesn’t matter what you say, if I don’t like the way you’re saying it”
      James Cherkoff, Collaborate Marketing
    • 107. LANGUAGE –
      If you wouldn’t say it in real life to a friend, don’t say it on the social web
    • 108. Alex’s Lemonade Stand – Making it Personal
    • 109. 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
    • 110. The Art of Storytelling – 9 Methods
      #1 - Aspirations and Beliefs
      #2 - Avalanche about to Roll
    • 111. The Art of Storytelling – 9 Methods
      #3 - David vs. Goliath
    • 112. The Art of Storytelling – 9 Methods
      #4 - Anxieties
    • 113. The Art of Storytelling – 9 Methods
      #5 – Personalities/Personality Appeal
    • 114. The Art of Storytelling – 9 Methods
      #6 - Changing Assumptions
    • 115. The Art of Storytelling – 9 Methods
      #7 - How-to Stories and Advice
    • 116. The Art of Storytelling – 9 Methods
      #8 - Seasonal/Event-related
    • 117. The Art of Storytelling – 9 Methods
      #9 –
      Glitz and Glam
    • 118. OUTREACH – Some of these people are not like the others,
      Forget 100,000 Followers, Start at Finding 1000 Real Fans
    • 119.
    • 120. The Influencers – They Know More, They Connect, They Adopt Earlier - Find Them
      LOCAL
      RAW SCORE
      PROFESSIONAL
      BY INTEREST
      THE BEST BLOGGERS
    • 121. - 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
    • 122. 4. INCENTIVES & MOTIVATIONS
      “what’s in it for me?”
    • 123. Never Forget – Humans are Hard Wired Social Animals
      82
    • 124. – 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
    • 125. 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
    • 126. 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
    • 127. 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
    • 128. Kiva – Intrinsic, Extrinsic and Explicit Rewards
    • 129. 5. RULES, GUIDELINES & RITUALS
      “what can/can’t I do here?”
    • 130. 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
    • 131. 6. TOOLS & PLATFORM
      “the home and away game – where do we play?”
    • 132. 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
    • 133. Our Social House has many rooms…and keeps expanding
    • 134. Some rooms you…
      Entertain
      Play
      Learn
      Create
      Escape
      Converse
    • 135. 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
    • 136. Degrees of Engagement
      Are you listening to me?
      Highest engagement
      Lowest reach
      Lowest engagement
      Greatest reach
    • 144. The Home Game – “The Lure”
      Owned Community Platforms
      Website + Owned Community + Affiliated Community
      • Type of Software/Language
      • 145. Cost, Resources & Time
      • 146. Customization
      • 147. Scalability, Integrated & Usability
      • 148. Security & Ownership
    • 7. COMMUNITY MANAGEMENT
      “who will lead the conversation?”
    • 149. How to Avoid This…
    • 150. Community/Brand Evangelists - Tasks
    • 151. 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
    • 152. 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
    • 153. 8. LIFE STAGE OF THE COMMUNITY
      “when do we need to adapt?”
    • 154. 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
    • 155. Life Stage Management – The AGBU
      Experiment Quarterly (Threadless)
      Reinvent every 2 years (Dell)
      Not monitoring/moderating daily
      Not reviewing weekly
    • 156. 9. METRICS, MEASUREMENT,
      INSIGHTS & ROI
      “what do we measure and look for?”
    • 157. Social Media Measurement - No Silver Bullet Formula
    • 158. Different Brand Yardsticks
      • Measure The Applause, Not the Attendance
      • 159. Try many small testable experiments
      • 160. Have goals, track over time
    • 10. CULTURE & ORGANIZATIONAL
      CHANGE
      “how will we be changed? Channeling Tom Sawyer”
    • 161. Lego – Success by a Thousand Paper Cuts
    • 162. Mozilla Firefox
      A Wikibrand Role Model
    • 163. Intuit
      – B2B Community Builder – A Safe Haven for Answers
      111
    • 164. eBay Green Team
      – Challenging Yourself
    • 165. 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
    • 166. What’s Next?
    • 167. In the Year 3000…
      “YouTube, Twitter and Facebook will merge and become an uber social network “YouTwitFace”
    • 168. Types of New Media Future Growth
    • 169. 5 Deep Thoughts to take Back to the Office
    • 170. #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)
    • 171. #2 – Leverage Your Own Crowd
      Host Employee/Customer/Stakeholder Ideajams
    • 172. #3 – Find Your Real Hardcore Fans
      Invite them into The Front Row or On Stage
    • 173. #4 - Go Ahead, it’s OK to FLIRT
      Focus
      Language and Content
      Incentives, Motivations and Outreach
      Rules, Guidelines and Rituals
      Tool and Platforms
    • 174. #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
    • 175. 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
    • 176. 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
    • 177. Q&A