Welcome to Wikibrands:10 Key Ingredients to Engaged Business<br />
Our Contribution<br />Published by McGraw-Hill (Dec 17,  2010) <br />Twitter: @wikibrands<br />Facebookpage: Wikibrands<br...
 ¼ Strategy Guide
 ¼ Executional Road Map
 ¼ Continuing Reference/Forum </li></li></ul><li>Our Particular Mission<br />
Wikibrands - Definition: noun<br />A progressive set of organizations, products, services, ideas and causes, tapping the p...
There’s a new currency on how to build business<br />“Something you Want”<br />“Something you Trust”<br />“Something you B...
Wikibrands -<br />The new currency for<br />today’s marketplace:<br /><ul><li> Customer participation
 Social influence
Digital engagement
Word of mouth
Online community
Grassroots marketing
Connected media
 Member collaboration</li></ul>Equals<br />success in business<br />
It has to work …what’s left<br />Operational efficiencies are maxed<br />Downsizing/rightsizing reaching limits<br />Outso...
Big Caveat - There is a big difference between “Being Social”<br />
Versus “Doing Social”<br />
Also a gap? <br />Perhaps easy for these guys…<br />Not so easy for the 82% of us who work in<br />firms with 20+ employee...
Why care? The biggest motivator – Engaged Brands Win…<br />
Six Benefits to Wikibranding<br />Brand Advocacy (Marketing/Sales)<br /><ul><li>Word of mouth
 Referral/recommendation
Badging
 Sales/traffic
 Reduction in media budgets</li></ul>Brand Perception (PR/CSR)<br /><ul><li>Awareness/exposure/SEO
 Affinity
 Empathy/respect
 Lead industry conversation</li></li></ul><li>Six Benefits to Wikibranding<br />Brand Support (Cust. Service/Operations)<b...
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Wikibrands The Essentials

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The core arguments behind a seminal new book Wikibrands - Reinventing Your Company in a Customer-Controlled Marketplace launching Dec'10 by Sean Moffitt and Mike Dover through McGraw-Hill

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Wikibrands The Essentials

  1. 1. Welcome to Wikibrands:10 Key Ingredients to Engaged Business<br />
  2. 2. Our Contribution<br />Published by McGraw-Hill (Dec 17, 2010) <br />Twitter: @wikibrands<br />Facebookpage: Wikibrands<br />Website: www.Wiki-Brands.com<br /><ul><li> ¼ Wake up Call
  3. 3. ¼ Strategy Guide
  4. 4. ¼ Executional Road Map
  5. 5. ¼ Continuing Reference/Forum </li></li></ul><li>Our Particular Mission<br />
  6. 6. Wikibrands - Definition: noun<br />A progressive set of organizations, products, services, ideas and causes, tapping the powers of customer participation, social influence and collaboration to drive business value<br />Derived from Hawaiian word “wiki” meaning “quick: subsequently meaning “tribal knowledge and a collaborative website” and Middle English word “torch” meaning “a distinctive name identifying a product or a manufacturer”.<br />
  7. 7. There’s a new currency on how to build business<br />“Something you Want”<br />“Something you Trust”<br />“Something you Buy”<br />“Something you <br />Participate In”<br />“Something you Prefer”<br />“Something you Love”<br />5<br />
  8. 8. Wikibrands -<br />The new currency for<br />today’s marketplace:<br /><ul><li> Customer participation
  9. 9. Social influence
  10. 10. Digital engagement
  11. 11. Word of mouth
  12. 12. Online community
  13. 13. Grassroots marketing
  14. 14. Connected media
  15. 15. Member collaboration</li></ul>Equals<br />success in business<br />
  16. 16. It has to work …what’s left<br />Operational efficiencies are maxed<br />Downsizing/rightsizing reaching limits<br />Outsourcing labour is tapped<br />Globalization of markets is done<br />Media clutter is here<br />Technology is ubiquitous<br />The Customer Experience is What’s Left<br />
  17. 17. Big Caveat - There is a big difference between “Being Social”<br />
  18. 18. Versus “Doing Social”<br />
  19. 19. Also a gap? <br />Perhaps easy for these guys…<br />Not so easy for the 82% of us who work in<br />firms with 20+ employees…<br />
  20. 20. Why care? The biggest motivator – Engaged Brands Win…<br />
  21. 21. Six Benefits to Wikibranding<br />Brand Advocacy (Marketing/Sales)<br /><ul><li>Word of mouth
  22. 22. Referral/recommendation
  23. 23. Badging
  24. 24. Sales/traffic
  25. 25. Reduction in media budgets</li></ul>Brand Perception (PR/CSR)<br /><ul><li>Awareness/exposure/SEO
  26. 26. Affinity
  27. 27. Empathy/respect
  28. 28. Lead industry conversation</li></li></ul><li>Six Benefits to Wikibranding<br />Brand Support (Cust. Service/Operations)<br /><ul><li> Customer service
  29. 29. Education/ advice
  30. 30. Value-add experience
  31. 31. Lead industry conversation</li></ul>Brand Serendipity (HR/Executive)<br /><ul><li> Stories/Inspiration
  32. 32. Corporate social responsibility
  33. 33. Galvanize employees
  34. 34. Traditional media interest</li></li></ul><li>Six Benefits to Wikibranding<br />Brand Content (Media/Customer Experience)<br /><ul><li> Co-innovation/solutions
  35. 35. User-generated Creative
  36. 36. User-generated content
  37. 37. Reviews/ratings</li></ul>Brand Insight (Research and Innovation)<br /><ul><li> Idea stimulus
  38. 38. Beta-testing
  39. 39. Market research/polling
  40. 40. Industry/competitive intelligence</li></li></ul><li>The FLIRT Model – A Recipe for Community Success<br />10 Ingredients<br />CULTURE<br />CULTURE<br />
  41. 41. #1 Massive Culture Change Required<br />MASS <br />MARKETING<br />DIRECT <br />MARKETING<br />WIKIBRAND-ING<br />
  42. 42. #2 FOCUS<br />– “Why are we doing this/what are we doing?”<br />
  43. 43. #3 LANGUAGE, CONTENT & OUTREACH<br />“do I like this/is there enough of this/can I identify with this/do they know me?”<br />
  44. 44. 4. INCENTIVES & MOTIVATIONS<br />“what’s in it for me?”<br />
  45. 45. 5. RULES, GUIDELINES & RITUALS<br />“what can/can’t I do here/what is custom?”<br />
  46. 46. 6. TOOLS & PLATFORM<br />“how do I receive the experience and where does it all work?”<br />
  47. 47. 7. COMMUNITY MANAGEMENT<br />“who will lead the conversation?”<br />
  48. 48. 8. LIFE STAGE OF THE COMMUNITY<br />“when do we need to adapt?”<br />
  49. 49. 9. METRICS, MEASUREMENT, <br />INSIGHTS & ROI<br />“what do we measure and look for?”<br />
  50. 50. 10. CULTURE & ORGANIZATIONAL<br /> CHANGE<br />“how will we be changed?”<br />
  51. 51. It takes a community to build a brand…<br />it takes ignorance to kill one… <br />
  52. 52. The FLIRT Model – A Recipe for Wikibrand Success<br />CULTURE<br />CULTURE<br />
  53. 53. Join me at:<br />@wikibrands<br />@seanmoffitt<br />Wiki-Brands.com<br />AgentWildfire.com<br />smoffitt@agentwildfire.com<br />sean@wiki-brands.com<br />
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