-Sean Moffitt and Mike DoverThis book was inspired by the research found when working on Wikinomics and builds on many of the principles in Wikinomics.
Agent Wildfire did a survey on the top factors in the changing importance of social media, WOM, and community building and these were the top reasons why: -customers are asking for an authentic relationship with their companies, product quality is no longer sufficient, they want to see integrity in the companies they’re dealing withIt’s becoming important that brands engage customers in meaningful conversations that will build relationships and collaboration. Losing control to the customer is the first step to allow for participation, achieve engagement and create relationships.
It’s beneficial for brands to give control to their customers and be friends with them because they will willingly advocate and support the brand; in the case of Lululemon, there’s actually a formalized brand ambassador program with levels such as elite, grassroots and R&D participants composed of local yoga, dance and fitness instructors to spread the word and raise awareness-they provide insight that can lead to innovation, create content for the community,-in some cases, unexpected favourable consequences occur, such as what happened when the viral Mentos-Coke fountain video was generated by users; although Coke was initially defensive about the video and protecting its image, but user generated content is now a new form of marketing and does benefit the company
FOCUSBusiness goals: innovation, new media, customer service, learning/training, marketing/sales and product development, must align with metricsCustomer Values: make sure understand purpose of community and can get what they want out of itBrand: finding a point of differentiationHuman Resources: inspire employees and build community from within firstOne golden rule: Wikibrands will come out ahead by putting customer benefits ahead of own company needs .LANGUAGE & CONTENT-establish a humanizing tone; if you’re not going to say it in real life then don’t say it online-the best exchanges are unplanned, unrehearsed as long as consistent with your personality-demonstrate the honesty of relationship (who you speak for), opinion (say what you think) and identity (way who you are)-just because no longer limited by 30 sec commercial, 2 page magazine layouts, you shouldn’t spam content out there-should aggregate and make it easy to be found-some objects stimulate interaction, ie. Flickr and photos, Foursquare and places, Threadless and T-shirts; need to find something that ppl can play with and co-produce
MOO mini card. MOO is an online custom stationery company in London that has transformed the process of giving and receiving business cards a fun one! People find it interesting to make, attractive to look at, fun to collect and easy to share. They make customers feel good by providing a creative outlet to make something easy and personal. It makes customers look good because they’re almost like pieces of art that attract attention and impress others. MOO also gives something back to those who are more involved with the company by offering contests, discounts and community events.
RULES-companies have established policies on how employees should interact with phone requests, email and external contacts, and should set rules for wikibrand initiatives too-the key is not to restrict them, but to let them know the important things they need to keep in mind,-have one copy in legal terms and the other make it readable for your employees and users-customers don’t want the company to give all the control to them, they want to participate-Facebook, ownership “posting User Content to any part of the Site, automatically grant an irrevocable, perpetual, non-exclusive, transferable, fully paid, worldwide license, to use, copy, publicly perform, publicly display, such User Content for any purpose”TOOLS & PLATFORMS-build own online communities or stay connected on others? Invest in both! -things to think about when choosing or building a platform: type of software/language, cost and time, customization (integration to other social networking sites), scalability and usability (plug-ins and features), security and ownership
Transcript of "Wikibrands"
WikiBRands:Book Review<br />Reinventing your company in a customer-driven marketplace<br />
Sean Moffitt<br />Mike Dover<br />About the Authors<br />
Emerging gaps:<br />#1 - The need for authenticity and transparency (42%)<br />#2 - Increasing role of mobile/wireless (35%)<br />#3 - Rise of social networks (38%)<br />#4 -Waning attention spans (25%)<br />Rallying Cry for Change<br />