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Wikibrands, WikiSponsorships - Reinventing your Properties in a Fan-Driven Marketplace
 

Wikibrands, WikiSponsorships - Reinventing your Properties in a Fan-Driven Marketplace

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Keynote presentation by Sean Moffitt to the Sponsorship Marketing Council of Canada (SMCC) - April 7th, 2011

Keynote presentation by Sean Moffitt to the Sponsorship Marketing Council of Canada (SMCC) - April 7th, 2011

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Wikibrands, WikiSponsorships - Reinventing your Properties in a Fan-Driven Marketplace Wikibrands, WikiSponsorships - Reinventing your Properties in a Fan-Driven Marketplace Presentation Transcript

  • Wikibrands/WikiSponsorships - Managing Your Properties in a Fan-Driven Marketplace -
    April 2011Sponsorship Marketing Council
    @wikibrands
    Sean Moffitt @seanmoffitt
  • Who is Sean Moffitt….
    Just A Blonde Guy With a Cause
    Night Job – Author, Agent Wildfire
    Day Job – President, Agent Wilidfire
    Weekends, Chief Sherpa, Generation Go
  • Our Humble Contribution - Wikibrands
    Published by McGraw-Hill (2011 Launch)
    Twitter: @wikibrands
    Facebookpage: Wikibrands
    Website: www.Wiki-Brands.com
    ¼ Wake up Call
    ¼ Strategy Guide
    ¼ Executional Road Map
    ¼ Continuing Reference
  • Forget social media…
    …we need social business
  • We searched far and wide to come up with a fresh argument for social business
    Wikibrands - 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
    Equals
    success in business
  • Wikibrands – A Business Manifesto Made in Canada…
    "Skate to where the puck is going,
    not to where it is."
  • Great Brands Are Like Great Sports Teams…
  • What if you treated customers like fans?
    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
  • In the Year 3000…bold prediction
    “YouTube, Twitter and Facebook will merge and be an uber social network “YouTwitFace”
  • 11
    Are You Ready
    To Become Buzzing,
    Wikibrand
    Evangelists?
  • The Tug of the Crowd
  • The Challenge Today
    - The Current Environment
    • Powerful Benefits/Examples
    • 10 Essentials for Being Not Just Good but Awesome FLIRT Model
    • 25 Things to Take Back to the Office
    • Q & A
  • The Awesome – Leo Messi
  • The Bad – NY Islanders
  • Why Now?
    The 9 arguments for Wikibranding
    Social/Collaboration/Engagement
  • Reason #1 – Business/Brand Culture
    Business Needs to Get Genuine
    #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
  • A Premium Brand is Now a Mark of Participation
    Reason #1 – Business/Brand Culture
    Participation is the New Brand Currency
    “Something you Want”
    “Something you Trust”
    “Something you Buy”
    “Something you
    Participate In”
    “Something you Prefer”
    “Something you Love”
  • Reason #2 – Media Shifts
    The World is Connected and Engaged
    1.3 Billion Social Networkers Globally
    Facebook - 640 million, 130 friends each, 1,000+ fans per page
    Wikipedia – 265 million readers. 17 million articles
    Twitter – 190 million, 190 followers each (after 2 yrs)
    LinkedIn – 101 million, 61 friends each, 189 index on post-grad
    YouTube - 18 million Canadians watch/292 minutes per month
    Flickr – 45 million members/5.0 billion photos
    Foursquare – 6 million/381 million checkins
    Amazon – 650 million users annually, $24 billion sales
    GroupOn – 35 million users annually, $500 milion sales
    Quora – 600,000 registered users
    - Spending 82% more time on social networks than they did last year
  • Reason #2 – Media Shifts
    Business is Out Of Step
    How we spend
    our media time:
    43% TV
    25% Internet
    16% Radio
    8% Mobile
    5% Newspaper
    3% Magazine
    How business spends
    their media money:
    43% TV
    19% Internet
    11% Radio
    0.5% Mobile
    5% Newspaper
    3% Magazine
  • Reason #3 - Customer Experience
    Customers are in the Driver’s Seat
  • Reason #3 - Customer Experience
    Who Knows Better Than Your Customer
    Executives who believe the Customer Experience is the new battleground
    - 95%
    Executives who believe they are delivering a positive customer experience - 80%
    Customers who agree - 8%
  • Reason #4 – Technology Impact
    And They Told 385 People and So On
    Mobile
    • 5 billion people have access to Mobile
    Video Comes of Age
    - Video will represent 90% of traffic by 2015
    Dependency
    • 36% of us would rather give up sex than the internet
    Agification
    - Baby Boomers are the New Apped/Networked
    Connection
    • Facebook 130 Friends
    • Twitter 190 Followers
    • LinkedIn 65 Colleagues
  • Reason #5 - Generational Influence
    An Activist Customer Culture has Taken Over
  • Reason #6 – Marketing Challenges
    Brands Need To Get Noticed and Talked About
    Top 8 Differentiation Drivers
    • Unique
    • Dynamic
    • Different
    • Distinctive
    • Innovative
    • Visionary
    • Daring
    • Progressive
    Top 8 Value Desirability Drivers
    - High Quality
    - Trustworthy
    - Good Value
    - Reliable
    - Original
    • Simple
    - Fun
    - Leader
    Source: Y&R Brand Asset valuator
  • The top 50 Facebook Brands
    Food Brands 12
    Beverages 10
    Fashion Brands 9
    Websites/Networks 6
    Entertainment Brands 6
    Sports Brands 4
    Tech/Games 4
  • One caveat – Brands and their Properties Have Never been More Important
  • Reason #7 – Competitive Advantage
    Be The First To Do Social Well
    78% don't have an employee policy
    More than ½ of top firms don’t have a strategy
    71% of marketers are less/only equally familiar w/ new media tools than their customers.
    Source: Commotion Study/Buzz Report
  • The Top 100 Twitter Brands
    Musicians/Singers 35
    Actors 11
    Talk Show Hosts 8
    Websites 8
    Sports 8
    News Groups 7
    Web Personality 7
    Famous for being Famous 5
    Politics /Politicians 3
    Brands 1
  • Reason #7 – Competitive Advantage Staff Up For The Opportunity
    53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort.  
    Only 14% of companies are proactive in creating external advocates and leveraging them.
    83% of executives believe their agencies need to radically transform be more competitive in a wikibrand world.
    Source: SNCR/Buzz Report
  • Reason #8 – Economic Reason
    Plus it’s what your CEO cares about
    C-Suite Interest –
    The CEO's #2 and #3 priorities are customer service and experience;
    Advertising and promotion rank #12 and #14.
    Source: Microsoft Roundtable Study
  • Reason #8 - Economic Reason -
    Engagement Sells
    Engaged brands drive value +18%
    Non-engaged brands decrease in value -6%
    Source: Interbrand 2009 Best Global Brand s report
  • Reason #9 – The Future of Sponsorships
    The Only Sure Thing - Change
    - Impact of Social Media
    - Mobile, Mobile, Mobile
    - “Gamification”
    - Tribal communities
    • Transmedia/Social TV
  • Embracing Change
  • A Culture Change is Required
    MASS
    SPONSORSHIPS
    DIRECT
    SPONSORSHIPS
    WIKIBRAND
    SPONSORSHIPS
  • Raising a Brand, The Difference Between
    Raising a 4 Year Old
    Parenting an 18 Year Old
  • Playing By Different Rules
    Relationship Building > Marketing
    Purpose/cause > Features
    Expressions > Impressions
    Emotion > Eyeballs
    Stories > Features
    Dialogue > Monologue
    Real time > delayed
  • Six Big Wikibrand Benefits
    Brand Advocacy (Marketing)
    • Word of mouth
    • Referral/recommendation
    • Badging
    • Sales/traffic
    • Reduction in media budgets
  • Outreach Award-
    lululemon – Ambassadors who buy in
  • Six Big Wikibrand Benefits
    Brand Perception (PR)
    • Awareness/exposure/SEO
    • Affinity
    • Empathy/respect
    • Lead industry conversation
  • Campbell’s – Purpose –Driven
    Nourish
  • Six Big Wikibrand Benefits
    Brand Support (Customer service/operations)
    • Customer service
    • Education/ advice
    • Value-add experience
    • Lead industry conversation
  • Intuit – the Visionary-Led,
    BtoB Community Builder
  • Six Big Wikibrand Benefits
    Brand Serendipity (HR/Corporate)
    • Stories/Inspiration
    • Corporate social responsibility
    • Galvanize employees
    • Traditional media interest
  • Zappos - Wikibranding in their Employee DNA
    45
  • Six Big Wikibrand Benefits
    Brand Content (Media/Customer Experience)
    • Co-innovation/solutions
    • User-generated Creative
    • User-generated content
    • Reviews/ratings
  • Content - Threadless – Crowdsourcing your Business
  • Six Big Wikibrand Benefits
    Brand Insight (Research and Innovation)
    • Idea stimulus
    • Beta-testing
    • Market research/polling
    • Industry/competitive intelligence
  • Mountain Dewmocracy
  • If Lubricants, Scissors and Insurance Can Do It, So Can You
  • The Recipe for Success?
    ..10 Factors
  • The FLIRT Model – A Recipe for Wikibrand Success
    CULTURE
    CULTURE
  • THE BIGGEST SINS
    “Don’t be that person”
  • The Biggest Social Media Sins
    - Listening, Content and Focus
  • Molson uses LIAM
    Leveraging what we see in conversations
    Initiating discussion and dialogue
    Acquiring people for our community
    Managing our communities
  • FOCUS
    – “Why are we doing this/what are we doing?”
  • FOCUS– Five Big Axioms
    The 4 Legs of the Wikibrand Couch
    - Bus. Objective/Organization/Brand/Customer
    Social/member needs > Company needs
    The social customer has 4 seconds…
    Focus > Technology
    Commitment over Campaign
  • Hurdles?
  • Implementation Issue – Lip Service > Action
    The biggest obstacles that continue to exist in implementing wikibrands in your company/clients?
    1. Inability to measure 40%
    2. Lack of budgets 31%
    3. No accepted standards/benchmarks 29%
    4. Fear of loss of control 29%
    5. Inability for culture to accept 25%
    6. Technical skills/expertise not in place 23%
    Source: Agent Wildfire Buzz Report 2010
  • #3 LANGUAGE, CONTENT & OUTREACH
    “do I like this/is there enough of this/can I identify with this/do they know me?”
  • Forget 1,000,00 Fans, Who are Your Top 1,000 Zealots?
    Seeding the Influencer Curve…at the Right Time
    “The Ones Who Create Ideas”
    “The Ones Who Provide
    Credibility”
    “The Ones Who Spot & Scout New Stuff”
    “The Ones Who Connect & Spread the Word”
    “The Ones Who Sell and Lead Opinions”
    “The Ones Who Attract
    Attention”
  • The Twittersphere of Athletes
  • 4. INCENTIVES & MOTIVATIONS
    “what’s in it for me?”
  • 5. RULES, GUIDELINES & RITUALS
    “what can/can’t I do here?”
  • Rules - Kodak – Good Empowering Rules
    Experience Facilitation
    Legal & Ethical Concerns
    Employee Policies
    Ownership
    Support, Training and Certification
    Rituals/Customs
  • 6. TOOLS & PLATFORM
    “how and where does it work?” A home and away game
  • Have a Home and Away Game
  • The Core 10 for a Business
    Tool Metaphorical Room Organizational Benefits
    Facebook - “The Living Room” - Ubiquity, Socialness, Integration
    Twitter - “The Front Porch” - Trends, Viralness, Launches
    Blog - “The Garden” - News, Comments, Feeds, SEO
    Community Site – “The Pool” - Fans, Deep Engagement
    YouTube - “TV Room” - Entertainment, Previews, Video
  • Continued…The Top 10 networks
    Tool Metaphorical Room Organizational Benefits
    6. Flickr - “Gallery” - Photos, Artists, Celebrity
    7. LinkedIn - “The Office” - BtoB, Deals, Professional Community
    8. Wiki - “Workshop” - Collaboration, Fan community
    9 Foursquare – “Driveway” - Location-based, Novelty, Events
    10. MySpace - “Basement” - Entertainment, Music, Mainstream
  • 7. COMMUNITY MANAGEMENT
    “who will lead the conversation?”
  • 8. LIFE STAGE OF THE COMMUNITY
    “when do we need to adapt?”
  • 9. METRICS, MEASUREMENT,
    INSIGHTS & ROI
    “what do we measure and look for?”
  • 10. CULTURE & ORGANIZATIONAL
    CHANGE
    “how will we be changed?”
  • Some Great Wikibrands Ideas
  • Charge/Socialize for the Customer Experience
    $0.10/cup
    $1.50/cup
    $5.00/cup
  • Livestrong and Gowalla – Taking Purpose on the Road
  • User Generated Content Not Played Back
  • Focus on a Night - World Book Night
  • Shine The Light on Your Content Developers
    Build Mass Media into Your Mix
  • Make Your Digital Stuff Physical
    and Your Physical Stuff Digital
  • Purpose Driven Marketing
  • The Rise of Video – TED Talks
    - Video Worth Spreading
  • QR Codes – Support, Content or Insight
  • Find ing Your Top 1000 Fans
  • Ideajams
  • Meanwhile Back at the Office…
  • 15 Ideas
    • If you don’t have Rules, get them – follow Kodaks
    • Find your top 100/500/1000 fans
    • Host a Tweetup/Twitter Chat
    • Host an idea jam on how to marry social with your property
    • Next event – bring a Twitter wall or live App wall
  • 15 Ideas
    • If you don’t have Rules, get them – (follow Kodaks)
    • Host a Tweetup/Twitter Chat (Mom Inc)
    • Host an idea jam on how to marry social with your property (IBM)
    • Next event – bring a Twitter wall or live App wall (Samsung)
    • Post your web addresses on all your vehicles (Chevy Cruze)
  • Samsung SXSW
  • 15 Ideas
    • Find your top 100/500/1000 fans (Andrew Bogut Squad 6)
    • Certify you social media communicators (Molson)
    • Practice speaking human/ban the press release (SF Giants)
    • Have a content strategy(the best blogs)
    • 5 post per week
    • 10 tweets per day
    • 1 video per week
    • Use a social dashboard (Hootsuite/Tweetdeck/Seesmic)
  • Andrew Bogut’s Squad 6
  • San Francisico Giants - Twitter
  • 15 Ideas
    • Build an app that genuinely helps your customer (Beck’s Gig Finder)
    • Find a local charity, be more than the logo on the poster (numberous)
    • Profile a customer per day (Threadless)
    • Post your entire employee pool on your website (Zappos)
    • Build content strategy for behind the scenes stuff(Livestrong)
  • Beck’s Gig Finder
  • YouTube Symphony Orchestra
  • Toronto’s Digital Charities and Web Causes
  • The Future?
  • Never Forget – Humans are Hard Wired Social Animals
    98
  • 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 Start The Conversation…
    Inquire: smoffitt (at) agentwildfire.com
    @seanmoffitt
    Phone: 416-255-4500
    URL: www.AgentWildfire.com
    Join: www.TheInfluencers.ca
    Blogs: http://BuzzCanuck.typepad.com/
    www.spreadslikewildfire.com
    Explore: The Buzz Report (e-newsletter)
    Signup at www.AgentWildfire.com
    Learn: Executive WOM Seminars
  • Published by McGraw-Hill (Jan, 2011)
    Twitter:
    @wikibrands
    Facebookpage and 6 other social extensions
    Become an ambassador
    Contact us:
    smoffitt@agentwildfire.com