Wikimountroyal

292 views
241 views

Published on

Sean Moffitt's presentation to MRU on Wiki Brands and how it applies to education and MRU.

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
292
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Wikimountroyal

  1. 1. Wikibrands,  WikiCareers  Ge/ng  Ahead  in  a  Connected,  Engaged  Marketplace         Calgary   January  24,  2013     Wikibrands    -­‐  Reinven/ng  Your  Organiza/on  in  a  Customer-­‐Driven   Marketplace    
  2. 2. h?p://www.slideshare.net/ agentwildfire/     #wikibrands     @seanmoffi?   @wikibrands  
  3. 3. Five  Core  Messages   “The  world  is  a  blur  –  Stay  Up  to   Speed”   “More  than  just  social  media  -­‐   Get  Digitally  Buff”   “Be  Strategic  –  12  Ingredients”     “Be  Passionate  -­‐  Do  Something”  “Build  an  awesome  brand/Find  your   awesome  job-­‐  Get  Networked”  
  4. 4.    #1  The  World  is  a  Blur    
  5. 5. “It  is  not  the  strongest  of   the  species  that  survive,   nor  the  most  intelligent,   but  the  one  most   responsive  to  change.”   Charles  Darwin  
  6. 6. Mobile,  Social  and  Video  Has  Mainstreamed                              2008                  2012          2016*Mobile  Subscrip/ons            s                          4  Billion                    6  Billion    9  billion      Mobile  Data                                    0.1  Billion            1.5  Billion              4.5  Billion      Facebook  users                                  0.1  Billion            1.0  Billion              1.5  Billion      Internet  Video                654  PB/mth            16,880  PB/mth            45,280  PB/mth      Olympic  –  Tweets            0.2  Million        150  million        4,500  million  -­‐  Athletes                A  Handful              2,000          10,500          *  Es/mates            Sources:  Ericcson,  Cisco,  ATOS,  Twi?er      1  PB  =  250,000  DVDs  
  7. 7. î      The  average  lifespan  of  a  company  is  15  years  and  dropping  quickly…    î The  average  amount  of  jobs  you  will  have  by  42  is  ten.    ì Life  expectancy  is  now  81  years  old.   Source:  US  Department  of  Labour/Yale  S&P  Study/StatsCan      
  8. 8. Change  is  Affec/ng  Every  Sector  
  9. 9. #1  Educa/on   #4  Media   ($3  Trillion)      ($0.8  Trillion)           #2  Health  Care   #5  Finance   ($4  Trillion)   ($7  Trillion)          #3  Entertainment   #6  Energy   ($0.7  Trillion)   ($6  Trillion)           *  Source:  Drap  results  from  Wikibrands  4th  Annual  Global  Buzz  Report  
  10. 10. The  world  is  a  blur  …mobile  culture  
  11. 11. The  world  is  a  blur  …socializa/on  of  everything  
  12. 12. CEO’s  Biggest  Challenges    
  13. 13. We  don’t  have  the  answers….yet  
  14. 14. PERIODIC TABLE OF 1. 2. Experience Entertainment 8. 9. Freedom CustomizationMARKETING ELEMENTS 3. Curation 10. Collaboration 4. Connection 11. Authenticity1 5. Innovation 12. Value 6. Speed 13. Globalization2 3 4 7. Efficiency 56 7 8 9 10 11 12 1314 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 3132 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 4950 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 6768 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 8586 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103104 105 106 107 108 109 110 111 112 113 114 115 116104 105 106 107 108 109 110 111 112 113 114 115 116 Original graph crafted by Blinds.com
  15. 15. What  Tomorrow’s  Customers  Want  
  16. 16. II.  Are  you  digitally  buff?  
  17. 17. The  Full  Digital  Playing  Field..not  just  Facebook   Offence   •   Content/Campaigns   •   Social  media/networks   •   Influencer  outreach/paid  media   Midfield   •   SEO/search  marke/ng   •   Community  management/ engagement/modera/on   •   Mobile/Apps   Defence   •   Metrics/Analy/cs   •   Org.  Integra/on/Culture   •   User  experience/design   •   CRM/eCommerce/Fundraising   •   Hos/ng/plauorm  sopware  
  18. 18. 3.  Gevng  Strategic  
  19. 19. THE  WIKIBRAND  12  FACTORS  –     FLIRT/MILCC  •  Focus/Strategy   •  Measurement/Metrics  •  Language,  Content,   •  Internalizing  Success   Outreach  •  Incen/ves/Mo/va/ons   •  Life  Stage  Management  •  Rules,  Guidelines,  Rituals   •  Community  •  Tools  &  Plauorms   Management   •  Culture  •  Ideas  That  Spread   •  Listening  
  20. 20. A  Buff  Mind  GeNng  the  Strategy  and  Plan   Right   -­‐  Focus/Strategy   -­‐  Ideas  That  Spread   -­‐  Rules/Guidelines/Rituals   -­‐  Life  Stage  Management  
  21. 21. #1  Focus  -­‐  Star/ng  with  the  Y’s  “Why”  
  22. 22. BALANCE  FOUR  FACTORS    Business/   OrganizaPon  Sponsorship   ObjecPves   IncenPves   Vision   Resources   Revenue   Talent   Marketplace   No  Relevance   Culture   Partners   Values   Process   No  ExecuPon   No  DirecPon   PosiPoning   Needs/Wants   Benefits   No  Capability   Experience   Product/Service   Advocacy   Support   Media   Community   A[enPon   Brand   Customer  
  23. 23. Forget  the  4Ps…   Embrace  the  Wikibrand  13Es   Would  you  recommend  my  brand   to  a  friend  or  colleague?   Mission   Drivers   Well  would  you?   Evangelism (promotion) Advanced   Drivers   Experience (product) Escape Effiliation Premium   Drivers     Ennovative Equity Entertainment   Entimate Basic     Drivers   Entegrity Exposed Education Esthetics Exchange (place) (price)Company-driven User-driven
  24. 24. Movember    –  Energizing  and  Focusing  a  Community  -­‐  -­‐  ObjecTves    –  Vision  –     “Change  the  Face  of  Men’s   Health”    Brand    –     “Bring  back  the  retro  icon  of  the   moustache  to  visibly  support   cause”    OrganizaTonal  Culture  –   -­‐  $125MM  raised  in  2011   “If  it’s  awesome  they  will  use  it,   -­‐  850k  par/cipants   if  it’s  awesome  they  will  talk   -­‐  10  /mes  more  social  presence   -­‐  3  /mes  more  dona/ons,   about  it.”   healthy  amount  via  Facebook  
  25. 25. Top  10  Ranked  Word  of  Mouth  Elements   Great  ideas  that  spread  are  rare  and  valuable  #1  ConversaPon  Worthy  Idea/Concept   #2  Great  Product/Brand   #3  Customer  Experience  provided       #4  The  Audience  who  ParPcipates   #5  Culture/employees  of  a  Company   #6  Method  in  which  it  interacts  w/  its  audience   #7  Incen/ves  for  referral   #8  Strong  process                                         #9  Crea/ve/design  used   #10  Tools/technology  pla_orms  built   Source:  Wikibrands  Buzz  Report  
  26. 26. II.  Big  Ideas  That  Travel  
  27. 27. III.  Rules  and  Governance   -­‐  Rules,  Guidelines  &  Survival  Guide  -­‐    -­‐  94  Pages  of  Digital  Goodness   -­‐  Guidelines   -­‐  Online  Brand  Values   -­‐  Dos  and  Don’ts   -­‐  Best  Prac/ces   -­‐  Decision  Tree  and  Q&A   -­‐  Top  150  Suppor/ng  Websites       YMCA  Intranet  key.ymca.ca         Resources  &  Presenta/ons  
  28. 28. What  Causes  Big  Digital  Blowups…Plan  Ahead   Incidence   #1  -­‐  Exposure  of  Poor  Experience   #2  -­‐  Poor  Influencer  RelaPons   #3  -­‐  ViolaPon  of  Ethical  Guidelines   #4  -­‐Rogue  Employees   #5  -­‐  Inappropriate  Content   #7  -­‐  ViolaPon  of  Legal  Guidelines   #6  -­‐  Astroturfing/Lieing   #9  -­‐NGO  A[ack   #8  -­‐  Community  Censorship   #11  -­‐  Lack  of  Fact  Checking   #10  -­‐  Failure  to  Act  Quickly   #12  -­‐  Inappropriate  Online  Response   0   2   4   6   8   10   12   14   16   Source:  Al/meter  
  29. 29. IV. The 2-3 Year Life Stage of a Connected Community Milestone achievement User generated content Incentives materialized Mass supported Expected cycle of activity Expansion Broadened focus Fresh produced content Company culture change Highlight contribution Self-governance Incentives pitched Tiered membership Networked Seeded audience
  30. 30. A  Buff  Body  TacTcs  for  Sustainability   -­‐  Language,  Content,  Outreach   -­‐  IncenTves,  MoTvaTons   -­‐  Tools  and  PlaXorms   -­‐  Measurement  and  Metrics  
  31. 31. V.  The  Language  and  Tone  of  a  Connected   Engaged  Brand   Reciprocal   Ethical   Human   Awesome   Helpful   Authen/c   Social    
  32. 32. Content  Quality  vs.  Quan/ty  vs.  Variety  
  33. 33. CONTENT  QUALITY  –  Shoot  it,  Visualize  It,  Provoke  It,  List  It,  Link  It,  Friend  It,  Say  It  
  34. 34. The  age  of  infographics…  
  35. 35. CONTENT  FREQUENCY  –    If  the  Customer  is  King,  then  Content  is  Queen   AcPvity  per   Great   Good   Minimum   Month   Blog  Posts   30+   12   5   Tweets   400   200   100   Facebook   60   30   15   Posts   Video   8   4   1   Email   8   4   1  
  36. 36. VI.  INCENTIVES  &  MOTIVATIONS  “what’s  in  it  for  me?”  
  37. 37. Three  Reasons  Why  People  Join  Anything   The  Feel  Goods  –     The  Look  Goods  -­‐   The  Get  Somethings   “How  do  I  idenTfy  with,   “How  do  I  appear  to   -­‐  “What  is  my  direct,   help  the  community?”   others?”   tangible  reward?”  Fun  &  enjoyment  (#1)   RecogniPon  by  company  (#1)   InvitaPon  to  Events  (#1)  Crea/vity   Access  to  exclusive  resources   3rd  party  incen/ves  Group  effort/achievement   Ability  to  join  VIP  circle   Customized/ personalized  treatment  
  38. 38. Kiva  –  Leveraging  Intrinsic,  Extrinsic  and  Explicit  Rewards  75  employees,  $250  million  in  loans,  1  million  people  in  Kiva  Community,  20k  Lending  teams,  435k  on  Twi?er,  140k  on  Facebook,  Number  of  Loans  per  Kiva  lender  7.3  
  39. 39. OUTREACH  -­‐  Who/where  and  why  are  the  ambassadors?  Influencers?  True  fans?  
  40. 40. OUTREACH  –  Some  of  these  people  are  not  like  the  others    
  41. 41. Outreach  -­‐  lululemon  –  Ambassadors  who  buy  in  -­‐ 60  Elite  Ambassadors  -­‐ 4,000  employees  and  local  ambassadors  across  140  stores  -­‐   35,000  R&D  par/cipants  -­‐   $1,700  revenue  per  square  foot  
  42. 42. Two-­‐Step  Influence  –  Involve  then  Ask  
  43. 43. VII.  Tools  and  Plauorms   Have  a  Home,  Neutral  and  Away  Game   Home:    Neutral:   Away:   Website   Brand  Pages   Social  Networks   Email/Blog   Employee  Profiles   Sharing  Sites  Database/Community   RSS  Feed   Other  Blogs   Forums   Facebook   Influencers  
  44. 44. #1   #2   #3   #4   #5   #6   #7   #8   #9   #10   #11   #12   #13   #14   #15  #16   #17   #18   #19   #20  
  45. 45. Plauorms  on  the  Rise  and  The  Fall     for  Business  Use   Fast  Risers   Dropping  Fast  #1        #2      #3      #4     *  Source:  Drap  results  from  Wikibrands  4th  Annual  Global  Buzz  Report  
  46. 46. Social  Media  Customer-­‐Driven  New  Jersey  Devils  Mission  Control  
  47. 47. VIII.  Measurement,  Metrics  and   the  pursuit  of  ROI:   There  is  no  silver  bullet  to   measurement  
  48. 48. The  Jeremy  Lin  ROI  Measurement  Axiom    -­‐  The  more  you  use  it,  the  more  you  prove  it  
  49. 49. A  Buff  Spirit   GeNng  the  Smell    of  The  Place  Right   -­‐  Culture  and  Leadership   -­‐  Internalizing  Success  -­‐  Community  Management   -­‐  Listening  
  50. 50. IX.  Culture  and  Leadership     A  Culture  Change  is  Required   MASS    ERA   DIRECT  ERA     INFLUENCE/WIKIBRANDS  ERA    Control   Collabora/on  Hype   Transparency  Decisions   Dialogue  Features   Purpose        
  51. 51. We  want  the  real  thing…  #1    The  Need  for  Authen/city  and  Transparency  -­‐  42%    #2    The  rise  of  social  networks  -­‐  38%  #3    Increasing  role  of  wireless/mobile  -­‐  35%  #4    Customers/people  waning  a?en/on  spans  -­‐  25%  #5    Media  fragmenta/on  -­‐  22%  #6    Change  in  mass  marke/ng  effec/veness  -­‐  20%       Agent  Wildfire  -­‐The  Buzz  Report,  April  2011  
  52. 52. The  CEO  Topspin  –    The  Peters  and  Deborahs  Get  It   •  82%  of  people  trust  a   company  more  who  has  a   CEO  involved  in  social   media   •  94%  believe  it  leads  to  a   be?er  brand  image   •  78%  believe  it  leads  to   be?er  communica/on   Source:  Brandfog  
  53. 53. Livestrong  Leadership  Leads  
  54. 54. X  -­‐  Internalizing  Success  -­‐  Get  Employees  on  the  Bus…  
  55. 55. Charity  Water’s  Employees    Celebrate  Their  Funders  on  YouTube  
  56. 56. XI.  COMMUNITY  MANAGEMENT  “who  will  lead  the  conversa/on?”  
  57. 57. You  Can  Keep  Anybody  Happy  Ini/ally,  How  Do   You  Get  Them  To  Stay  in  Love  
  58. 58. Top  Tasks  of  Community  Managers    1.  Communica/on    2.  Content  Crea/on    3.  Company/brand  evangelism  4.  Member/Customer  support    5.  Ongoing  Facilita/on    6.  Metrics  Repor/ng    7.  Event  Host    8.  Community  Evolu/on/Feature  Development    9.  Internal  Rallying  Cry    10.  Community  Administra/on    11.  Member  Recruitment/Crowdsourcing   Source:  Agent  Wildfire  2011  Community  Management  Survey  
  59. 59. XII.  LISTENING  SYSTEM  “what’s  being  said?  Where  are  they  saying  it?  How  does  that  affect  us?  Do  they  know  we’re  listening?”  
  60. 60. The  Biggest  Wikibranding  Sins  -­‐  Social  and  Digital  Deafness  is  Tops-­‐   Source:  Agent  Wildfire  2011  Buzz  Report  
  61. 61. A  ba?ery  of  listening  tools…  
  62. 62.    #4  Be  Passionate  –  Do   Something    
  63. 63. “A  companys  customer  advocacy  leader  needs  to  be  a  frequent  and  very  acPve  parPcipant  in  the  social  networking  space”  –  91%  agree  
  64. 64. Please  list  the  top  3  traits  of  interviewees  who   are  consistently  hired.   •  InquisiPve/eclecPc  experience   •  Business  savvy   •  Outgoing/moPvated   •  Effort  and  courage  to  stand  out  from  the  pack   •  Innova/ve   •  Concise/concrete  examples  of  skills   •  Thank  you  note/personable  
  65. 65. #5  Some  WikiCareer  Advice  –     Get  Networked  
  66. 66. “In  a  connected  world,  power  shirs  to  those   best  able  to  connect.”  Dov  Seidman  
  67. 67. The  Power  of  a  Network…     It  is  the  dominant  factor  in  obesity,  smoking,  loneliness,  happiness,  op/mism,  generosity,  your   career  and  business  health  
  68. 68. I.  THE  RESUME  
  69. 69.  “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:  Though_ulness,  good  reasons  for  applying  Demonstrated  passion  for  my  business  Well-­‐researched  pitch  
  70. 70. II.  GETTING  IN  THE  DOOR…  
  71. 71. How  do  the  majority  of  new  hires  get  made  at  your   company?  Please  choose  the  3  top  opTons:   #1        Referrals   #2        Internship/Coop  Programs   #3        Online  job  recruitment  sites   #4        Serendipity  –  right  person,  right  Pme   #5        Social/digital  media  awareness   #6        Volunteer/collabora/ve  involvement    
  72. 72. III.  BECOMING  DIGITALLY  A  SOMEBODY…  
  73. 73. What  social  spaces  should  new  hires  be  engaged  in  to  a_ract   posiTve  online  a_enTon?  (max.  3  choices)   •  LinkedIn                            90%   •  Personal  Blog          69%   •  Twi?er                                  65%     *  Nega/ve  stuff  on  Facebook  
  74. 74. IV.  THE  INTERVIEW…FOR  SOME  DREADED  
  75. 75. 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  Ques/ons    #5        Not  Asking  QuesPons    
  76. 76. What  quesTon  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  ques/ons  you  have  about                role/company?  
  77. 77. Please  list  the  top  3  traits  of  interviewees  who   are  consistently  hired.   •  InquisiPve/eclecPc  experience   •  Business  savvy   •  Outgoing/moPvated   •  Effort  and  courage  to  stand  out  from  the  pack   •  Innova/ve   •  Concise/concrete  examples  of  skills   •  Thank  you  note/personable  
  78. 78. IV.  THE  EVALUATION  
  79. 79. What  are  the  top  skills  you  are  looking  for  in  new  hires  out  of   school?  Please  select  your  top  3.   #1        CommunicaPon  skills     #2      Enthusiasm/perseverance     #3      Interpersonal  skills     #4      Fit  with  company  culture/values     #5    Crea/vity/Innova/on  
  80. 80. Make  Your   Content   Sing  
  81. 81. Career/Interviewing  Advice  •   Network  like  crazy-­‐  build  a  weak  /e  network,  get  out  of  comfort  zone        •   Get  social  network  deep  -­‐  LinkedIn/Wordpress/Twi?er/Facebook/YouTube/Slideshare/Google+  •   Be  on  Facebook,  don’t  be  too  drunk  on  Facebook  • Show  your  passion,  for  something  –  bake  it  into  your  job/internship/spare  /me        
  82. 82. Career/Interviewing  Advice   •   Reinvent  the  Resume  (Resume  2.0)       •   Volunteer  for  something  good   /a?end  events     •   Be  vigilant  on  follow  up   •   Don’t  take  first  job  beneath  you    
  83. 83. Career/Interviewing  Advice  •   Meet  one  new  senior  person  every  month  •   Take  a  design/web  course  –  Adobe,  Wordpress,  HTML/    PHP,  video  edi/ng  –  try  Lynda.com    •   Be  different  –  bring  a  poruolio,  a  plan,  wear  something  different,  strike  a  bargain  •   If  failing,  let  it  hang  out,  show  your  passion  
  84. 84. Five  Core  Messages   “Be  Strategic”     “Get  Digitally  Buff”   “Stay  Up  to  Speed”  “Be  Passionate/Do  Something”   “Get  Networked”  
  85. 85. Where  will  we  be…  
  86. 86. Because  894  goals  and  310  sweat-­‐soaked   pages  can’t  be  wrong     "Skate  to   where  the   puck  is   going,     not  to  where   it  is."  
  87. 87. Q&A,  Debate,  Confessions?  
  88. 88.   Stay  Connected…    Email   sean@wiki-­‐brands.com  LinkedIn:   ca.linkedin.com/in/moffi?sean  Twi?er:   @seanmoffi?  @wikibrands  Facebook:   h?ps://www.facebook.com/seanmoffi?17                        

×