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Presentation to George Brown College September 22, 2011 - by Sean Moffitt, Author, Wikibrands

Presentation to George Brown College September 22, 2011 - by Sean Moffitt, Author, Wikibrands

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Wikibrands Wikisports ..and other things that engage fans Presentation Transcript

  • 1.
    • Wikibrands, Wikisports
    • 2. …and other things that engage fans”
    September 2011George Brown College
    @wikibrands
    Sean Moffitt @seanmoffitt
  • 3. Who Am I – Sean Moffitt
  • 4. Perhaps closer to the truth….
  • 5. My Personal Olympic Rings….
    Sponsor/Event Cred
    Marketing Cred
    Geek Cred
    Sports Cred
    Social Cred
  • 6. Agent Wildfire – Canada’s Customer Engagement Leader
  • 7. 2012 – Generation Go – The Year of the Active?
    Adventure. Fitness. Health. Outdoor. Play. Sport. Style . Local.
  • 8. 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
  • 9. Wikibrands … A Manifesto for the Future of Business
    "Skate to where the puck is going,
    not to where it is."
  • 10. Forget social media…
    …we need social business
  • 11. 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
  • 12. 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…
  • 13. 12
    Are You Ready
    To Become Buzzing,
    Wikibrand
    Evangelists?
  • 14. The 4 Laws of the Social ‘Net
    Customer
    -Driven
    Socialness
    Authenticity
    Awesomeness
  • 15. 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
  • 16. Who were #1, #2 and #3 people to fly across the Atlantic?
  • 17. 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
  • 18. 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
  • 19. 18
    The 2nd Law of the Social Net #2 - Socialness
    18
  • 20. Six Core Human Instincts on Why We Talk
    • To Survive
    • 21. To Connect
    • 22. To Make Sense of the World
    • 23. To Reduce Risk & Uncertainty
    • 24. To Benefit Economically
    • 25. 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
  • 26. The 3rd Law of the Social Net #3 - Authenticity
  • 27. You don’t “Do, Kill, Buy, Trade in Social”, YOU LIVE IT
  • 28. A Culture Change is Required
    MASS
    MARKETING
    DIRECT
    MARKETING
    SOCIAL INFLUENCE MARKETING
  • 29. 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
  • 30. The 4th Law of The Social ‘Net
    – Customer-Driven
  • 31. 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%
  • 32. The Modern Customer’s Key Needs
    - Engage Me, Excite Me, Make it Easy or Pay the Price
  • 33. Great Brands Are Like Great Sports Teams…
  • 34. 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
  • 35. 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
  • 36. The Wikibrands Rallying Cry
    …7 Key Arguments for GBCers
  • 37. I. Wikibrands Win
  • 38. “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
  • 39. II. What the C-Suite Wants
  • 40. 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
  • 41. 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
  • 42. Iii. Where Engagement
    Now Happens
  • 43. 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
  • 44. 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,
  • 45. 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
  • 46. 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
  • 47. 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
  • 48. VI. The Agency Gap
  • 49. 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.
  • 50. VII. Canada Rules
  • 51. 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
  • 52. 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
  • 53. The Recipe for Success?
    ..10 Factors
  • 54. The FLIRT Model – A Recipe for Community Success
  • 55. #1 FOCUS
    – “Why are we doing this/what are we doing?”
  • 56. #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
  • 57. 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
  • 58. Nike + -Members/Customers Values/Lifestyle/Desires
  • 59. #2 LANGUAGE, CONTENT & OUTREACH
    “do I like this/is there enough of this/can I identify with this/do they know me?”
  • 60. Language - Threadless – Possibly the Most Human Site in the World
  • 61. 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
  • 62.
  • 63.
  • 64. Outreach - lululemon – Ambassadoors who buy in
  • 65. The Twittersphere of Athletes
  • 66. 4. INCENTIVES & MOTIVATIONS
    “what’s in it for me?”
  • 67. 63
    Core Belief
    Buzz and word of mouth engagement is the art of the “unexpected surprise”
  • 68. 5. RULES, GUIDELINES & RITUALS
    “what can/can’t I do here?”
  • 69. Rules - Kodak – Good Empowering Rules
    Experience Facilitation
    Legal & Ethical Concerns
    Employee Policies
    Ownership
    Support, Training and Certification
    Rituals/Customs
  • 70. 6. TOOLS & PLATFORM
    “how and where does it work?” A home and away game
  • 71. Have a Home and Away Game
  • 72. 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
  • 73. Some rooms you…
    Entertain
    Play
    Learn
    Create
    Escape
    Converse
  • 74. 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
  • 75. 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
  • 76. Another 10 for Being an Sports Pro & Geek
    Athlete Tweeters
    Gossip
    Communities
    Athlete’s Social Footprint
    Registration
    Mapping
    Directory
    Social Dashboard
    Measurement
    Influence
  • 77. Mint.com –Connected and Awesome Where You Are
  • 78. 7. COMMUNITY MANAGEMENT
    “who will lead the conversation?”
  • 79. 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
    • 80. Fans, Teams, Players, Staffers are now all one degree away from each other
    • 81. 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.
    • 82. 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?”
  • 83. 9. METRICS, MEASUREMENT,
    INSIGHTS & ROI
    “what do we measure and look for?”
  • 84. A Different Brand Yardstick
  • 85. 10. CULTURE & ORGANIZATIONAL
    CHANGE
    “how will we be changed?”
  • 86. THE BIGGEST SINS
    “Don’t be that person”
  • 87. The Biggest Social Media Sins
    - Listening, Content and Focus
  • 88. The Future?
  • 89. 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
  • 90. 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
    .
  • 91. Shine The Light on Your Content Developers
    Build Mass Media into Your Mix
  • 92. San Francisico Giants - Twitter
  • 93. Nike Training
  • 94. Andrew Bogut’s Squad 6
  • 95. Purpose Driven Marketing
  • 96. Beck’s Gig Finder
  • 97. Maker’s Mark Advocates
  • 98. Molson Perception 2.0
  • 99. Starbuck’s Insight
  • 100. Pepsi Serendipity
  • 101. 18 Pieces of Career Advice
  • 102. I. The RESume
  • 103. “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
  • 104. II. GETTING IN THE DOOR…
  • 105. 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
  • 106. 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.
  • 107. III. BECOMING DIGITALLY A SOMEBODY…
  • 108. 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
  • 109. IV. THE INTERVIEW…FOR SOME DREADED
  • 110. 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
  • 111. 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?
  • 112. 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
  • 113. 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?
  • 114. IV. THE EVALUATION
  • 115. 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
  • 116. Make Your Content Sing
  • 117. Career/Interviewing Advice
    • Network like crazy- build a weak tie network, get out of comfort zone
    • 118. Get social network deep - Twitter/LinkedIn/Facebook/Flickr/YouTube/Digg
    • 119. Be on Facebook, don’t be too drunk on Facebook
    • 120. Show your passion, for something – bake it into your job/internship/spare time
  • Career/Interviewing Advice
    • Reinvent the Resume (Resume 2.0)
    • 121. Volunteer for something good
    • 122. Be vigilant on follow up
    • 123. Attend/volunteer events – MESH, CMA, Camps, Twitterbrunch, Netchange, LOKU30, Third Tuesday
  • Career/Interviewing Advice
    • Do your Google homework
    • 124. Be comfortable with Google Analytics, Technorati, Alexa/Compete, Postrank/Radian, SEO, Tweetdeck/Hootsuite, Social Media release, RSS
    • 125. Don’t take a first job beneath you
  • Career/Interviewing Advice
    • Meet one new senior person every month
    • 126. Take a design/web course – Adobe, Wordpress, HTML/PHP, video editing
    • 127. Negotiate for exposure with execs, but don’t be a pest
    • 128. Be different – bring a portfolio, a plan, wear something different, strike a bargain
    • 129. If failing, let it hang out, show your passion
  • Career/Interviewing Advice
    • Stay Up to Speed
    • 130. the New Web – Techcrunch, Mashable,360 Digital Influence, Groundswell, Web Strategist
    • 131. the New PR – Brian Solis, Inside PR
    • 132. the New Collaboration – Wikinomics, Jeff Howe
    • 133. Blogging – Problogger
    • 134. the New Marketing – Seth Godin, RohitBhargava. Murketing
    • 135. Trends – Springwise, Trendwatching, PSFK
    • 136. Alt-Marketing – Buzz Canuck, WOMMA, Church of the Customer
    • 137. Community – Forum One, Francois Gossieaux, Wikibrands
  • Have you ever said to yourself, “I’ve always wanted to try that”…?
  • 138. Adventure. Fitness. Health. Outdoor. Play. Sport. Style . Local.
  • 139. What should we do to appeal to these people?
    “Sports do not build character. They reveal it.”
    -Haywood Hale Broun
  • 140. The Kickass Offer
    http://theleagueofkickassunder30.ning.com/
  • 141. 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