Wikibrands Wikisports ..and other things that engage fans

Wikibrands, Wikisports
…and other things that engage fans”
September 2011George Brown College
@wikibrands
Sean Moffitt @seanmoffitt

Who Am I – Sean Moffitt

Perhaps closer to the truth….

My Personal Olympic Rings….
Sponsor/Event Cred
Marketing Cred
Geek Cred
Sports Cred
Social Cred

Agent Wildfire – Canada’s Customer Engagement Leader

2012 – Generation Go – The Year of the Active?
Adventure. Fitness. Health. Outdoor. Play. Sport. Style . Local.

Wikibrands - 2011 Booklist Business Book of the Year
Authored by
Sean Moffitt and Mike Dover
Published by McGraw-Hill (Dec, 2010) Link
Twitter: @wikibrands
Facebook group: Wikibrands
Now also a Business Consultancy

Wikibrands … A Manifesto for the Future of Business
"Skate to where the puck is going,
not to where it is."

Forget social media…
…we need social business

There’s a new currency on how to build business…
“Something you Trust”
“Something you Want”
“Something you Buy”
“Something you
Participate In”
“Something you Prefer”
“Something you Love”
10

An Unbelievable Offer
9 Essential
Things to Know
4 Laws of The Social ‘Net
12 Best Examples
In Your Industry
18 Pieces of Career Advice
40 Superb Event
Resources
7 Key Reasons Why
GBCers need to Wikibrand
And a can’t believe it offer…

12
Are You Ready
To Become Buzzing,
Wikibrand
Evangelists?

The 4 Laws of the Social ‘Net
Customer
-Driven
Socialness
Authenticity
Awesomeness

14
The 1st Law of the Social Net #1 - Awesomeness
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

Who were #1, #2 and #3 people to fly across the Atlantic?

The Law of Awesomeness Online
Only 0.9% of Facebook Users have…
More than 500 friends
Only 1.5% of Tweet conversations…
Are three levels
(replies) deep

In a Wikibrand World- Act different, be different, think different
Top 8 Differentiation Drivers
Unique
Dynamic
Different
Distinctive
Innovative
Visionary
Daring
Progressive
Source: Y&R Brand Asset valuator

18
The 2nd Law of the Social Net #2 - Socialness
18

Six Core Human Instincts on Why We Talk
To Survive
To Connect
To Make Sense of the World
To Reduce Risk & Uncertainty
To Benefit Economically
To Relieve Tension

Me in 2011
Me in 1992
150
3500
X 12
X 170
150
X 12
2000
8000
X 500
X 170
5000
4000
X 170
X 190
800
X 40
1800
People
Strength
5.4 Million
People
Strength

The 3rd Law of the Social Net #3 - Authenticity

You don’t “Do, Kill, Buy, Trade in Social”, YOU LIVE IT

A Culture Change is Required
MASS
MARKETING
DIRECT
MARKETING
SOCIAL INFLUENCE MARKETING

Top Reasons – Why Now Social Media?
#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

The 4th Law of The Social ‘Net
– Customer-Driven

Customer Experience Reigns
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%

The Modern Customer’s Key Needs
- Engage Me, Excite Me, Make it Easy or Pay the Price

Great Brands Are Like Great Sports Teams…

The best brands treat customers like valued 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
Seeded
Adopter/
Beta Tester
Into True Fans, Community Members, Advocates, Ambassadors
and Evangelists
AdvisoryCouncil/
Cause
Torchbearer

People Fan Brands All the Time…
85% of people want companies engaging with their customers in social media
- Twitterers are three times more likely to embrace brands than average population

The Wikibrands Rallying Cry
…7 Key Arguments for GBCers

I. Wikibrands Win

“Social” is not media, tools or technology, this is about success in business:
Engaged brands drive value +18%
Non-engaged brands decrease in value -6%
Source: Interbrand 2010 Best Global Brand s report

II. What the C-Suite Wants

C-Suite Interest –
The CEO's #2 and #3 priorities are customer service and experience; advertising and promotion rank #12 and #14.
CMO’s primary objective for 2011 – improving their digital operations.
Source: Microsoft Roundtable Study

Iii. Where Engagement
Now Happens

Media Shifts:
The World is Connected and Engaged
Shifting Conversations –
just four years ago, 80% of online engagement happened on the originating website, now 80% happens away from the originating website.
Now, to be noticed and talked about, you need to reach “out there” to be relevant.
Source: Hubspot , 2007-2010 study

The Big Eleven
1.5 Billion Social Networkers Globally
Facebook - 750 million, 170 friends each, 1,000+ fans per page
Wikipedia – 265 million readers,. 17 million articles
Twitter – 200 million, 190 followers each (after 2 yrs)
LinkedIn – 116 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 – 8 million/4 Billion check-ins
Amazon – 650 million users annually, $24 billion sales
GroupOn – 70 million users annually, $3 billion sales
Quora – 600,000 registered users
Google + - 25 million users,

Reason #4 – Technology Dependency and Impact
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
Social as Oxygen
Spending 82% more time on social networks than they did last year

V. Chaos

Lack of Focus -
Less than half of businesses have articulated a strategy for online customer engagement.
78% don't have an employee policy for use of social media.
Source: Business.com and Manpower

Knowledge Gap:
Clients lag their customers at understanding the rules and tools of playing this new game.
71% of marketers are less/only equally familiar with the use of social media tools than their customers.
Source: Commotion Study

VI. The Agency Gap

Agencies aren't Delivering the Goods -
82% of executives and managers believe their agencies need to radically transform themselves to adapt more competitively to this wikibrand world.

VII. Canada Rules

Reason #7 – Canada is #1
- Online penetration– Canada is #1 in the world; 79% or 26.7 million Canadians are currently online
- Online usage– Canadians spend on average 43.5 hours online per month, nearly double the worldwide
average of 23 hours and 8 hours more than the 2nd place U.S.
- Social media usage– 70% of Canadians say they use social media; ½ of them visit everyday and 32% say they are using these sites even more than last year
- Social media age breakdown– usage is younger-skewed but broad spread, 18-34 {86%}, 35-54 {64%}, 55+ {43%}
- Online video– Canadians are #1 in the world (and up +37% vs. last year) – averaging 251 videos per month per user and 17.2 hours of viewing/mth.
-
Source: eMarketer/Ipsos Reid/Nielsen

Reason #7 – Canada is #1
- Facebook Usage– Canadians are #4 worldwide on Facebook – with 82% of online Canadians friending, fanning and poking
- Twitter Usage– Canadians are #6 worldwide on Twitter – 18% of online Canadians tweet
- Linkedin Usage– Canadians are #1 worldwide on LinkedIn – 15% of online Canadians use this business and career network
- Mobile Usage – there are 24+ million Canadian mobile subscribers – 33% of Canadian mobile users own a smartphone with over half of the young 18-24 segment packing at least one advanced iPod/Android/Blackberry
- Gaming – Canada is #1 in the world – spending 4.5 hours each week
- Business adoption– 90% of Canadians businesses have adopted at least some social media tools; 61% of businesses said they track what people are saying about their brand online.
Source: eMarketer/Ipsos Reid/Nielsen

The Recipe for Success?
..10 Factors

The FLIRT Model – A Recipe for Community Success

#1 FOCUS
– “Why are we doing this/what are we doing?”

#2 - FOCUS– Four Big Axioms
Social/member needs > Company needs
The social customer has 4 seconds…
Focus > Technology
Avoid Facebook fever - Link to a core company objective

Most Frequently Stated Objectives
#1 - Deliver buzz/awareness/publicity
#2 – Participate in a Dialogue/Conversation
#3 - Drive brand loyalty/affinity/lifetime value of customer
#4 – Build better customer experiences
#5 – Deliver web visitors/offline traffic
#6 – Drive referrals, leads, members
#7 – Develop/enhance grassroots credibility

Nike + -Members/Customers Values/Lifestyle/Desires

#2 LANGUAGE, CONTENT & OUTREACH
“do I like this/is there enough of this/can I identify with this/do they know me?”

Language - Threadless – Possibly the Most Human Site in the World

CONTENT–
If the Customer is King, than 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
Profiles (LinkedIn/Facebook)
- Pictures, Full Bio, Interests
- Join Groups
- Ask/answer questions

Outreach - lululemon – Ambassadoors who buy in

The Twittersphere of Athletes

4. INCENTIVES & MOTIVATIONS
“what’s in it for me?”

63
Core Belief
Buzz and word of mouth engagement is the art of the “unexpected surprise”

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

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

Some rooms you…
Entertain
Play
Learn
Create
Escape
Converse

The Core 10 for a Business
Tool Metaphorical Room Organizational Benefits
Facebook - “The Living Room” - Ubiquity, Socialness, Integration
LinkedIn - “The Office” - BtoB, Deals, Professional Community
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
Email Provider – “The Mailbox” - Outbound, Connecttion, Fans
Flickr - “The Gallery” - Photos, Artists, Celebrity
Wiki - “Workshop” - Collaboration, Fan community
Slideshare – “The Library” - Thought leadership, Trends, Ideas

Another 14 for Being an Event Pro
Registration
Directory
Mobile
Reference
Tweetwall
Community Organizing
Live Event Blogging
Streaming
Social Awareness
Local Awareness
Social Integration
Tweetups
Email
Audience Engagement

Another 10 for Being an Sports Pro & Geek
Athlete Tweeters
Gossip
Communities
Athlete’s Social Footprint
Registration
Mapping
Directory
Social Dashboard
Measurement
Influence

Mint.com –Connected and Awesome Where You Are

7. COMMUNITY MANAGEMENT
“who will lead the conversation?”

Jon Sinden, Manager – Social Media, MLSE
What's the biggest effect new media and digital connections is having on MLSE?
The ability to connect with fans like never before
Fans, Teams, Players, Staffers are now all one degree away from each other
The “payoff” is real, trusting relationships, translates into sales in the future
Biggest Bets:
Personal Relationships. Technology & tools will change over time. Innovation never stops. One thing that will never change is the need for emotional connections.
People want to be connected to something they love. Sports teams are one of those connections. The closer the fans, teams, players, staffers get; the better.

8. LIFE STAGE OF THE COMMUNITY
“when do we need to adapt?”

9. METRICS, MEASUREMENT,
INSIGHTS & ROI
“what do we measure and look for?”

A Different Brand Yardstick

10. CULTURE & ORGANIZATIONAL
CHANGE
“how will we be changed?”

THE BIGGEST SINS
“Don’t be that person”

The Biggest Social Media Sins
- Listening, Content and Focus

The Future?

Types of New Media Future Growth
Tech - More tablet/smartphone usage in arenas and stadiums during live sporting events.
Live Experience - Duplicating the at-home broadcast experience at the stadium with customizable replays and content available on your wireless device.
Mark Palmer, Blue Jays
Media reinvention - traditional media will need to be creative to stay competitive. They can not communicate through the same traditional ways they were used to,
Customer Intimate Reporters - Their reporters will need to re-invent themselves and accept to develop new skills. The most creative ones will be the ones customers will turn to in the future.
Louis-Philippe Dorais, Tennis Canada

Types of New Media Future Growth
Apps - I would say the biggest thing I foresee in the future are applications or programs that will connect all facets of the sports business. It would be like merging the Facebooks, the Twitters, the Foursquares and websites all in one.
Athlete Intimacy - To be able to read a story about something and be able to react to it in some way shape or form. I think we will be a lot more connected to our likes and passions. You will be able to get more in depth when it comes to following your team. Almost like living it alongside a player.
Carlos Ferreira, Argos
.

Shine The Light on Your Content Developers
Build Mass Media into Your Mix

San Francisico Giants - Twitter

Nike Training

Andrew Bogut’s Squad 6

Purpose Driven Marketing

Beck’s Gig Finder

Maker’s Mark Advocates

Molson Perception 2.0

Starbuck’s Insight

Pepsi Serendipity

18 Pieces of Career Advice

I. The RESume

“What would you consider to be the number one asset on a resume for new hires out of school? “
#1 Industry Related Work Experience 41%
#2 Track record of Accomplishments 35%
#3 Variety of interests/passions 7%
Special Sauce:
Thoughtfulness, good reasons for applying
Demonstrated passion for my business
Well-researched pitch

II. GETTING IN THE DOOR…

How do the majority of new hires get made at your company? Please choose the 3 top options:
#1 Referrals
#2 Internship/Coop Programs
#3 Online job recruitment sites
#4 Serendipity – right person, right time
#5 Social/digital media awareness
#6 Volunteer/collaborative involvement

Who do ya know? Get off your butt and head to events and network like crazy.
No event, pick up the phone. No phone, send an email, No email, send carrier pigeon. You get the idea… use all means enccesary to meet people and grow your network.
If you think networking is sending an email to someone you’ve never met then you are mistaken.

III. BECOMING DIGITALLY A SOMEBODY…

What social spaces should new hires be engaged in to attract positive online attention? (max. 3 choices)
LinkedIn 90%
Personal Blog 69%
Twitter 65%
* Negative stuff on Facebook

IV. THE INTERVIEW…FOR SOME DREADED

What is your biggest pet peeve with interviewing new hire job applicants?
#1 Being Unprepared
#2 Candidate Arrogance
#3 Dissing Old Employers/Managers
#4 Not Answering Questions
#5 Not Asking Questions

What question do new hire candidates "trip up" on most frequently?
#1 Why did you apply for our company?
#2 What is your biggest opportunity/weakness?
#3 What skills do you have that would make you valuable for this job?
#4 Are there any questions you have about
role/company?

Please list the top 3 traits of interviewees who are consistently hired.
Inquisitive/eclectic experience
Business savvy
Outgoing/motivated
Effort and courage to stand out from the pack
Innovative
Concise/concrete examples of skills
Thank you note/personable

What questions should the candidate be asking you during an interview: You may select more than one answer (max. three choices).
#1 What does success look like in this role?
#2 What excites you about the company future?
#3 What does company culture feel like?
#4 What would a career direction be
like for somebody taking this job?

IV. THE EVALUATION

What are the top skills you are looking for in new hires out of school? Please select your top 3.
#1 Communication skills
#2 Enthusiasm/perseverance
#3 Interpersonal skills
#4 Fit with company culture/values
#5 Creativity/Innovation

Make Your Content Sing

Career/Interviewing Advice
Network like crazy- build a weak tie network, get out of comfort zone
Get social network deep - Twitter/LinkedIn/Facebook/Flickr/YouTube/Digg
Be on Facebook, don’t be too drunk on Facebook
Show your passion, for something – bake it into your job/internship/spare time

Reinvent the Resume (Resume 2.0)
Volunteer for something good
Be vigilant on follow up
Attend/volunteer events – MESH, CMA, Camps, Twitterbrunch, Netchange, LOKU30, Third Tuesday

Do your Google homework
Be comfortable with Google Analytics, Technorati, Alexa/Compete, Postrank/Radian, SEO, Tweetdeck/Hootsuite, Social Media release, RSS
Don’t take a first job beneath you

Meet one new senior person every month
Take a design/web course – Adobe, Wordpress, HTML/PHP, video editing
Negotiate for exposure with execs, but don’t be a pest
Be different – bring a portfolio, a plan, wear something different, strike a bargain
If failing, let it hang out, show your passion

Stay Up to Speed
the New Web – Techcrunch, Mashable,360 Digital Influence, Groundswell, Web Strategist
the New PR – Brian Solis, Inside PR
the New Collaboration – Wikinomics, Jeff Howe
Blogging – Problogger
the New Marketing – Seth Godin, RohitBhargava. Murketing
Trends – Springwise, Trendwatching, PSFK
Alt-Marketing – Buzz Canuck, WOMMA, Church of the Customer
Community – Forum One, Francois Gossieaux, Wikibrands

Have you ever said to yourself, “I’ve always wanted to try that”…?

Adventure. Fitness. Health. Outdoor. Play. Sport. Style . Local.

What should we do to appeal to these people?
“Sports do not build character. They reveal it.”
-Haywood Hale Broun

The Kickass Offer
http://theleagueofkickassunder30.ning.com/

Let’s Start The Conversation…
Inquire: sean@wiki-brands.com
smoffitt(at) agentwildfire.com
Phone: 416-255-4500 x226
URL: www.wiki-brands.com
Blogs: http://BuzzCanuck.typepad.com/
Explore: The Buzz Report (e-newsletter)
Signup at www.AgentWildfire.com
Learn: Executive Seminars

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Wikibrands Wikisports ..and other things that engage fans

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