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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

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