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Social Business:
Why Change is Imperative,
Who’s Getting It Right,
How They are Doing It and
Where Is It All Headed

                            LinkedIn Toronto
                             May 15th, 2012
The Jason Bourne of
Business + Digital/Social + Marketing + Innovation
#intoronto
                          #wikibrands

                         @seanmoffitt
                         @wikibrands
                           @linkedin

http://www.linkedin.com/company/1337
http://www.linkedin.com/in/moffittsean
Social Business - Why Change is Imperative, Who’s Getting It Right,  How They are Doing It and Where Is It All Headed
Pithy Motivational Thought #1:
Pithy Motivational Thought #2:
Pithy Motivational Thought #3:
Pithy Motivational Thought #4:
Stand Up and be Counted…
Who are the Kings & Queens of LinkedIn?

        Stand Up (and keep standing) If:
   You found your spouse/partner off LinkedIn?

   You’ve hired more than 10+ people via LinkedIn?

   You have won business via a LinkedIn colleague?

   You have found your job through LinkedIn?

   You have over 200 colleagues on LinkedIn?
“It is not the strongest of
           the species that
     survive, nor the most
  intelligent, but the one
        most responsive to
                   change.”
                 Charles Darwin
“In a connected world, power shifts to those
        best able to connect.” Dov Seidman
The Power of a Network…




             It is the dominant factor in
obesity, smoking, loneliness, happiness, optimism and
                       generosity
New Media Needs To Grow Up…
 The Evolution of Engagement/Social




1998-2001 2002-2004 2005-2006 2007-2008 2009-2011 2012- ???
     What is it?     Should we     How do       How do we
                       do it?      we test it?  make it core?
The Golden Circle
#1 The World is a Blur
Change is Affecting Every Sector
The world is a blur…products and cameras.
The world is a
blur…politics
The world is a blur…labour markets
The world is a blur …technology
The world is a blur …media
The world is a blur …razors
The world is a blur …socialization of
everything
 The average lifespan of a company
is 15 years and dropping quickly…

 The average amount of jobs you
will have by 42 is ten.

 Life expectancy is now 81 years
old.                Source: US Department of Labour/Yale S&P Study/StatsCan
We need to get comfortable with
           change…
Awesomeness   Socialness   Authenticity   Customer-ness




     #1 The Four Laws of the
         Connected Internet
The 1st Law of the Connected 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




27
Fact - The World is Not Created Equal…

Whether its business, products, services, restaurants,
TV shows, people….

   There is the “AWESOME” - 1%

      There is the “GOOD”     - 20%

                       There is the “MEH”   ~60%

      There is the “BAD”      - 20%


   There is the “UGLY”                - 1%
The Law of Awesomeness Online
 Only 14% of
 your Facebook
 posts ever …
                      Receive comments


Only 1.5% of Tweet
conversations go…      Two levels
                       (replies) deep


Only 5.0% of Linked
Users have…
                      1,000+ contacts

                                         Source: Compete
In an attention-starved world-
Act different, be different, think different
                          Top 7 Attributes That
                           Make People Talk:
                        1. Unique
                        2. Dynamic
                        3. Different
                        4. Distinctive
                        5. Innovative
                        6. Visionary
                        7. Daring
                                Source: Y&R Brand Asset valuator
The 2nd Law of the Social Net #2 - Socialness




                                    31


31
Six Human Instincts Why We Talk
           To Survive
                LinkedIn Jobs

           To Connect
                LinkedIn People Search/Groups/Inbox

           To Make Sense of the World
                LinkedIn Q&A/Slideshare

           To Reduce Risk & Uncertainty
                LinkedIn Company Buzz

           To Benefit Economically
                LinkedIn Skills/Hiring Solutions

           To Relieve Tension
                Reading List/My Travel
Me in 2012
Me in the 90’s




                    150    X 12    4500        X 170


 150         X 12

                    5000   X 500
                                   12000       X 170




                    5000   X 190   4000        X 170



                              1000      X 40


  1800
 People
                      8.0 Million
Strength               People +
                       Strength
The 3rd Law of the Social Net #3 -
          Authenticity
A Culture Change is Required




  MASS       DIRECT     SOCIAL INFLUENCE
MARKETING   MARKETING     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 2011
The CEO Topspin –
The Peters and Deborahs Get It
           • 82% of people trust a
             company more who has a
             CEO who is involved in
             social media

           • 94% believe it leads to a
             better brand image

           • 78% believe it leads to
             better communication
                                  Source: Brandfog
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 New Gen Y Benhaviours
                                      Millen           Older
                                      nials
        “Interactions on social          129          82 Index
        networks are as                 Index
        meaningful as real
        life”
        Heavily influenced by            70%             46%
        peers on purchases
        Find out about                   66%             23%
        noteworthy stuff via
        Facebook/text first
        Check smartphone 5+              37%             24%
        times per hour
                     Source: Gfk Mediamark/BCG/comScore/Abacus/iPass
#3 Living in the Age of
Influence and Connection
Strong social content requiring discipline, focus
             passion and humility
The Four F Words of Digital Media
                      - Search Engine Exposure/Traffic
                      - Awareness/recognition
       Get Found      - Visibility
                      - Market education
                      - Improved Perception/PR
       Get Fame       - Grassroots credibility/affinity
                      - Pass along/viralness
                      - Thought leadership
                      -   Leads/Revenues/Funding
       Get Fans       -
                      -
                          Online community/ambassadors
                          Word of mouth/referral
                      -   User generated content/support

                          - Dialogue & Conversation
       Get Feedback       - Ideas and innovation
                          - Competitive Intelligence
                          - Reviews/ratings/ testing
In the Trenches –The Way You Do It
            It’s the 7 Golden Rules of Social
Be:

       Reciprocal
       Ethical
       Human
       Awesome
       Helpful
       Authentic
       Social
#4 Great Engaged Brands
                Visual Credit: Wetpaint
IBM, Mississippi State and Samsung
  Connected Media Awesomeness
UFC and Lululemon
Connected Media Socialness
ING & John Henry Bikes,
           Connected Media Authenticity




”Full time social cat onsite
promoting and most
importantly building great
content. Just like bikes!
#Livetoride. Thanks my
man...ride on.”
Nike+ Community
Connected Media Customer-Driven
Kiva/Movember
Connected Media Donor Driven
#5 Great Engaged
Employment Brands
Brains on Fire –
A Tribe of Transparent Believers
Freshbooks
The Passion Open Book
EMC
The Community Corporate
#6 Strategize For Success
   THE FLIRT MODEL
6 Social Business Key Wins
Earliest Reason –   Brand Perception
Most Bankable –     Brand Support/Talent
 Most Lucrative –   Brand Content
 Most Overlooked –   Brand Insight
 Most Popular –     Brand Advocacy
  Most Unplanned/Viral –   Brand Serendipity
Get FLIRT y
Roadmap for Building a Wikibrand
• Focus

• Language/Content

• Incentives/Outreach
  


• Rules/Guidelines/Training

• Tools and Platforms
Forget Marketing’s 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)                     Effiliation
                                                       Escape

                                                                       Premium
                                                                        Drivers
                                    Ennovative           Equity
                  Entertainment                                            Entimate



                                                                                      Basic
                                                                                      Drivers
                        Entegrity           Exposed                    Education
      Esthetics                                                                        Exchange
                                            (place)
                                                                                       (price)


Company-driven                                                                              User-driven
Content Quality vs. Quantity vs. Variety
#7.Keeping The Fires Lit
     MILCC IS GOOD
Roadmap for Maintain a Wikibrand
• Measurement/Monitoring/Insight

• Internalizing Success

• Life Stage Management

• Community Management

• Culture Change
There is no silver bullet to
     measurement
The Jeremy Lin ROI Measurement Axiom
- The more you use it, the more you prove it
The 11 Cs of Creating Community

101 Broadcast
  -   Communication/Content i.e. photo/video/albums/news
  -   Competition i.e. rewards, contests, status
  -   Customization i.e. widgets, avatars, profiles
  -   Conversation i.e. blogs, forums, comments
201 Interaction
  - Connection i.e. messaging, integration, feeds
  - Community i.e. social networks, groups, teams
  - Categorization i.e. tagging, sections, levels, lists
  - Collective Wisdom i.e. rating, ranking, voting, polls

301 Collaboration/Core Altering
  -   Co-Creation i.e. CGM, ideas, reviews
  -   Contextual Extensions i.e. mobile, offline, online, IM
  -   Culture building i.e. recruitment, engagement, causes
8. Avoiding The Big
Sins of Becoming a
    Social Business
Digital
Deafness, Muteness, Directionless, Soullessness
        and Blindness are biggest sins




                             Source: Agent Wildfire Buzz Report 2011
                                   Source: Agent Wildfire 2010 Buzz Report
9. The Future
Social Business - Why Change is Imperative, Who’s Getting It Right,  How They are Doing It and Where Is It All Headed
Social Business - Why Change is Imperative, Who’s Getting It Right,  How They are Doing It and Where Is It All Headed
“Baseball thinking is medieval, they are
asking all the wrong questions…




Using stats to reread them, we'll find the value
of players that nobody else can see. Because
everyone else in baseball under values them.
Like an island of misfit toys.”
Social Business - Why Change is Imperative, Who’s Getting It Right,  How They are Doing It and Where Is It All Headed
The Top 13 Trends That Will Change Your Digital
                     Life
The Top 13 Trends That Will Change Your Digital
                     Life
Social Business - Why Change is Imperative, Who’s Getting It Right,  How They are Doing It and Where Is It All Headed
10. Let’s Get Personal
Be The Thoughtleader Where Your
         Audience Lives
Make Your Content Sing
Harness Your 5, 50 and 500 Network
                    Mentors/Collaborators (5)

                    Top Professional Peers
                    (50)

                    Vested Colleagues (500)

                    Plus the Full Social
                    Network
Never Pass Up a Chance to Meet and Eat
Q&A
Email     sean@wiki-brands.com
LinkedIn: ca.linkedin.com/in/moffittsean
Twitter: @seanmoffitt @wikibrands

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Social Business - Why Change is Imperative, Who’s Getting It Right, How They are Doing It and Where Is It All Headed

  • 1. Social Business: Why Change is Imperative, Who’s Getting It Right, How They are Doing It and Where Is It All Headed LinkedIn Toronto May 15th, 2012
  • 2. The Jason Bourne of Business + Digital/Social + Marketing + Innovation
  • 3. #intoronto #wikibrands @seanmoffitt @wikibrands @linkedin http://www.linkedin.com/company/1337 http://www.linkedin.com/in/moffittsean
  • 9. Stand Up and be Counted… Who are the Kings & Queens of LinkedIn? Stand Up (and keep standing) If: You found your spouse/partner off LinkedIn? You’ve hired more than 10+ people via LinkedIn? You have won business via a LinkedIn colleague? You have found your job through LinkedIn? You have over 200 colleagues on LinkedIn?
  • 10. “It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” Charles Darwin
  • 11. “In a connected world, power shifts to those best able to connect.” Dov Seidman
  • 12. The Power of a Network… It is the dominant factor in obesity, smoking, loneliness, happiness, optimism and generosity
  • 13. New Media Needs To Grow Up… The Evolution of Engagement/Social 1998-2001 2002-2004 2005-2006 2007-2008 2009-2011 2012- ??? What is it? Should we How do How do we do it? we test it? make it core?
  • 15. #1 The World is a Blur
  • 16. Change is Affecting Every Sector
  • 17. The world is a blur…products and cameras.
  • 18. The world is a blur…politics
  • 19. The world is a blur…labour markets
  • 20. The world is a blur …technology
  • 21. The world is a blur …media
  • 22. The world is a blur …razors
  • 23. The world is a blur …socialization of everything
  • 24.  The average lifespan of a company is 15 years and dropping quickly…  The average amount of jobs you will have by 42 is ten.  Life expectancy is now 81 years old. Source: US Department of Labour/Yale S&P Study/StatsCan
  • 25. We need to get comfortable with change…
  • 26. Awesomeness Socialness Authenticity Customer-ness #1 The Four Laws of the Connected Internet
  • 27. The 1st Law of the Connected 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 27
  • 28. Fact - The World is Not Created Equal… Whether its business, products, services, restaurants, TV shows, people…. There is the “AWESOME” - 1% There is the “GOOD” - 20% There is the “MEH” ~60% There is the “BAD” - 20% There is the “UGLY” - 1%
  • 29. The Law of Awesomeness Online Only 14% of your Facebook posts ever … Receive comments Only 1.5% of Tweet conversations go… Two levels (replies) deep Only 5.0% of Linked Users have… 1,000+ contacts Source: Compete
  • 30. In an attention-starved world- Act different, be different, think different Top 7 Attributes That Make People Talk: 1. Unique 2. Dynamic 3. Different 4. Distinctive 5. Innovative 6. Visionary 7. Daring Source: Y&R Brand Asset valuator
  • 31. The 2nd Law of the Social Net #2 - Socialness 31 31
  • 32. Six Human Instincts Why We Talk  To Survive LinkedIn Jobs  To Connect LinkedIn People Search/Groups/Inbox  To Make Sense of the World LinkedIn Q&A/Slideshare  To Reduce Risk & Uncertainty LinkedIn Company Buzz  To Benefit Economically LinkedIn Skills/Hiring Solutions  To Relieve Tension Reading List/My Travel
  • 33. Me in 2012 Me in the 90’s 150 X 12 4500 X 170 150 X 12 5000 X 500 12000 X 170 5000 X 190 4000 X 170 1000 X 40 1800 People 8.0 Million Strength People + Strength
  • 34. The 3rd Law of the Social Net #3 - Authenticity
  • 35. A Culture Change is Required MASS DIRECT SOCIAL INFLUENCE MARKETING MARKETING MARKETING
  • 36. 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 2011
  • 37. The CEO Topspin – The Peters and Deborahs Get It • 82% of people trust a company more who has a CEO who is involved in social media • 94% believe it leads to a better brand image • 78% believe it leads to better communication Source: Brandfog
  • 38. The 4th Law of The Social ‘Net – Customer-Driven
  • 39. 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%
  • 40. The New Gen Y Benhaviours Millen Older nials “Interactions on social 129 82 Index networks are as Index meaningful as real life” Heavily influenced by 70% 46% peers on purchases Find out about 66% 23% noteworthy stuff via Facebook/text first Check smartphone 5+ 37% 24% times per hour Source: Gfk Mediamark/BCG/comScore/Abacus/iPass
  • 41. #3 Living in the Age of Influence and Connection
  • 42. Strong social content requiring discipline, focus passion and humility
  • 43. The Four F Words of Digital Media - Search Engine Exposure/Traffic - Awareness/recognition Get Found - Visibility - Market education - Improved Perception/PR Get Fame - Grassroots credibility/affinity - Pass along/viralness - Thought leadership - Leads/Revenues/Funding Get Fans - - Online community/ambassadors Word of mouth/referral - User generated content/support - Dialogue & Conversation Get Feedback - Ideas and innovation - Competitive Intelligence - Reviews/ratings/ testing
  • 44. In the Trenches –The Way You Do It It’s the 7 Golden Rules of Social Be: Reciprocal Ethical Human Awesome Helpful Authentic Social
  • 45. #4 Great Engaged Brands Visual Credit: Wetpaint
  • 46. IBM, Mississippi State and Samsung Connected Media Awesomeness
  • 47. UFC and Lululemon Connected Media Socialness
  • 48. ING & John Henry Bikes, Connected Media Authenticity ”Full time social cat onsite promoting and most importantly building great content. Just like bikes! #Livetoride. Thanks my man...ride on.”
  • 52. Brains on Fire – A Tribe of Transparent Believers
  • 55. #6 Strategize For Success THE FLIRT MODEL
  • 56. 6 Social Business Key Wins Earliest Reason – Brand Perception Most Bankable – Brand Support/Talent Most Lucrative – Brand Content Most Overlooked – Brand Insight Most Popular – Brand Advocacy Most Unplanned/Viral – Brand Serendipity
  • 58. Roadmap for Building a Wikibrand • Focus • Language/Content • Incentives/Outreach  • Rules/Guidelines/Training • Tools and Platforms
  • 59. Forget Marketing’s 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) Effiliation Escape Premium Drivers Ennovative Equity Entertainment Entimate Basic Drivers Entegrity Exposed Education Esthetics Exchange (place) (price) Company-driven User-driven
  • 60. Content Quality vs. Quantity vs. Variety
  • 61. #7.Keeping The Fires Lit MILCC IS GOOD
  • 62. Roadmap for Maintain a Wikibrand • Measurement/Monitoring/Insight • Internalizing Success • Life Stage Management • Community Management • Culture Change
  • 63. There is no silver bullet to measurement
  • 64. The Jeremy Lin ROI Measurement Axiom - The more you use it, the more you prove it
  • 65. The 11 Cs of Creating Community 101 Broadcast - Communication/Content i.e. photo/video/albums/news - Competition i.e. rewards, contests, status - Customization i.e. widgets, avatars, profiles - Conversation i.e. blogs, forums, comments 201 Interaction - Connection i.e. messaging, integration, feeds - Community i.e. social networks, groups, teams - Categorization i.e. tagging, sections, levels, lists - Collective Wisdom i.e. rating, ranking, voting, polls 301 Collaboration/Core Altering - Co-Creation i.e. CGM, ideas, reviews - Contextual Extensions i.e. mobile, offline, online, IM - Culture building i.e. recruitment, engagement, causes
  • 66. 8. Avoiding The Big Sins of Becoming a Social Business
  • 67. Digital Deafness, Muteness, Directionless, Soullessness and Blindness are biggest sins Source: Agent Wildfire Buzz Report 2011 Source: Agent Wildfire 2010 Buzz Report
  • 71. “Baseball thinking is medieval, they are asking all the wrong questions… Using stats to reread them, we'll find the value of players that nobody else can see. Because everyone else in baseball under values them. Like an island of misfit toys.”
  • 73. The Top 13 Trends That Will Change Your Digital Life
  • 74. The Top 13 Trends That Will Change Your Digital Life
  • 76. 10. Let’s Get Personal
  • 77. Be The Thoughtleader Where Your Audience Lives
  • 79. Harness Your 5, 50 and 500 Network Mentors/Collaborators (5) Top Professional Peers (50) Vested Colleagues (500) Plus the Full Social Network
  • 80. Never Pass Up a Chance to Meet and Eat
  • 81. Q&A Email sean@wiki-brands.com LinkedIn: ca.linkedin.com/in/moffittsean Twitter: @seanmoffitt @wikibrands

Editor's Notes

  1. I think we’ve all been trained on marketing’s 4Psa for the last 50 years it is has been a marketing stapleWhenever I talk to my colleague Don Tapscott, he believes brands are a much more complicated construct shared between company and users nowadays – we prefer the 13Es as a new model of wikibranding – with the key driver being Evangelism – a true litmus test of a healthy business and brand – would you recommend me to others?