Wikibrands Essentials

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Our key arguments of our just launched book Wikibrands distilled down to 28 slides www.wiki-brands.com Presentation by Sean Moffitt

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  • Wikibrands Essentials

    1. 1. Welcome to Wikibrands:10 Key Ingredients to Engaged Business<br />
    2. 2. Our Contribution<br />Published by McGraw-Hill (Dec 17, 2010) <br />Twitter: @wikibrands<br />Facebookpage: Wikibrands<br />Website: www.Wiki-Brands.com<br /><ul><li> ¼ Wake up Call
    3. 3. ¼ Strategy Guide
    4. 4. ¼ Executional Road Map
    5. 5. ¼ Continuing Reference/Forum </li></li></ul><li>Our Particular Mission<br />
    6. 6. Wikibrands - Definition: noun<br />A progressive set of organizations, products, services, ideas and causes, tapping the powers of customer participation, social influence and collaboration to drive business value<br />Derived from Hawaiian word “wiki” meaning “quick: subsequently meaning “tribal knowledge and a collaborative website” and Middle English word “torch” meaning “a distinctive name identifying a product or a manufacturer”.<br />
    7. 7. There’s a new currency on how to build business<br />“Something you Want”<br />“Something you Trust”<br />“Something you Buy”<br />“Something you <br />Participate In”<br />“Something you Prefer”<br />“Something you Love”<br />5<br />
    8. 8. Wikibrands -<br />The new currency for<br />today’s marketplace:<br /><ul><li> Customer participation
    9. 9. Social influence
    10. 10. Digital engagement
    11. 11. Word of mouth
    12. 12. Online community
    13. 13. Grassroots marketing
    14. 14. Connected media
    15. 15. Member collaboration</li></ul>Equals<br />success in business<br />
    16. 16. It has to work …what’s left<br />Operational efficiencies are maxed<br />Downsizing/rightsizing reaching limits<br />Outsourcing labour is tapped<br />Globalization of markets is done<br />Media clutter is here<br />Technology is ubiquitous<br />The Customer Experience is What’s Left<br />
    17. 17. Big Caveat - There is a big difference between “Being Social”<br />
    18. 18. Versus “Doing Social”<br />
    19. 19. Also a gap? <br />Perhaps easy for these guys…<br />Not so easy for the 82% of us who work in<br />firms with 20+ employees…<br />
    20. 20. Why care? The biggest motivator – Engaged Brands Win…<br />
    21. 21. Six Benefits to Wikibranding<br />Brand Advocacy (Marketing/Sales)<br /><ul><li>Word of mouth
    22. 22. Referral/recommendation
    23. 23. Badging
    24. 24. Sales/traffic
    25. 25. Reduction in media budgets</li></ul>Brand Perception (PR/CSR)<br /><ul><li>Awareness/exposure/SEO
    26. 26. Affinity
    27. 27. Empathy/respect
    28. 28. Lead industry conversation</li></li></ul><li>Six Benefits to Wikibranding<br />Brand Support (Cust. Service/Operations)<br /><ul><li> Customer service
    29. 29. Education/ advice
    30. 30. Value-add experience
    31. 31. Lead industry conversation</li></ul>Brand Serendipity (HR/Executive)<br /><ul><li> Stories/Inspiration
    32. 32. Corporate social responsibility
    33. 33. Galvanize employees
    34. 34. Traditional media interest</li></li></ul><li>Six Benefits to Wikibranding<br />Brand Content (Media/Customer Experience)<br /><ul><li> Co-innovation/solutions
    35. 35. User-generated Creative
    36. 36. User-generated content
    37. 37. Reviews/ratings</li></ul>Brand Insight (Research and Innovation)<br /><ul><li> Idea stimulus
    38. 38. Beta-testing
    39. 39. Market research/polling
    40. 40. Industry/competitive intelligence</li></li></ul><li>The FLIRT Model – A Recipe for Community Success<br />10 Ingredients<br />CULTURE<br />CULTURE<br />
    41. 41. #1 Massive Culture Change Required<br />MASS <br />MARKETING<br />DIRECT <br />MARKETING<br />WIKIBRAND-ING<br />
    42. 42. #2 FOCUS<br />– “Why are we doing this/what are we doing?”<br />
    43. 43. #3 LANGUAGE, CONTENT & OUTREACH<br />“do I like this/is there enough of this/can I identify with this/do they know me?”<br />
    44. 44. 4. INCENTIVES & MOTIVATIONS<br />“what’s in it for me?”<br />
    45. 45. 5. RULES, GUIDELINES & RITUALS<br />“what can/can’t I do here/what is custom?”<br />
    46. 46. 6. TOOLS & PLATFORM<br />“how do I receive the experience and where does it all work?”<br />
    47. 47. 7. COMMUNITY MANAGEMENT<br />“who will lead the conversation?”<br />
    48. 48. 8. LIFE STAGE OF THE COMMUNITY<br />“when do we need to adapt?”<br />
    49. 49. 9. METRICS, MEASUREMENT, <br />INSIGHTS & ROI<br />“what do we measure and look for?”<br />
    50. 50. 10. CULTURE & ORGANIZATIONAL<br /> CHANGE<br />“how will we be changed?”<br />
    51. 51. It takes a community to build a brand…<br />it takes ignorance to kill one… <br />
    52. 52. The FLIRT Model – A Recipe for Wikibrand Success<br />CULTURE<br />CULTURE<br />
    53. 53. Join me at:<br />@wikibrands<br />@seanmoffitt<br />Wiki-Brands.com<br />AgentWildfire.com<br />smoffitt@agentwildfire.com<br />sean@wiki-brands.com<br />

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