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Wikibrands:Reinventing your Company in aCustomer-Driven Marketplace              Congreso Internacional New Marketing     ...
#wikibrands      #NewMktSV    @seanmoffitt    @wikibrands@newmarketingme
The Jason Bourne ofOrganizations + Digital + Marketing + Innovation
Ranked #1 GloballyOnline penetration   –79% of Canadians onlineOnline usage         –average 43.5 hours online/mthOnline v...
“Who is leading this change   in your company?”
Who will lead big change: Lead Customer Engagement?   Rally Employee Culture?   Help Understand a Fast      Moving World? ...
Forget social media……we need engaged business
There’s a new currency on how to build                   business… “Something you Buy”     “Something you Trust”   “Someth...
“In a connected world, power shifts to those        best able to connect.” Dov Seidman
Forget Marketing’s 4Ps…Embrace the Wikibrand 13Es
Five Other Core Messages       “Be Strategic”     “Get Digitally Buff”     “Stay Up to Speed”    “Don’t Ration the Passion...
Business/brands to Emulate            Top Tools and Apps                The Future              Best Resources            ...
Vs.Vs.   Vs.Vs.
I. The Anthems/Himnos –“The World is a Blur”II. First Half/Tiempo Primo–“The 4 Rules of NewMarketing”III. Second Half/Tiem...
#1 The World is a Blur
“It is not the strongest of the species that survive, nor the most intelligent,         but the one most   responsive to c...
 The average lifespan of a companyis 15 years and dropping quickly… The average amount of jobs youwill have by 42 is ten...
Which industry will be affected the most?
#1 Education                                                      #4 Media     ($3 Trillion)                              ...
Source:
Change is Survival“My business may not survive over the next 10 years if  we dont act swiftly to technology/digital cultur...
1892   1937          2010              2008      20091926   19922001   1996   2007     2007
The world is a blur …social networks
The world is a blur …cameras.      1996                      2012Average Mega Pixels       Average Mega Pixels      0.5 MP...
The world is a blur …razors
Mobile Subscriptions       s              4 Billion                 6 Billion                      9 billionMobile Data   ...
Fit for Change? Are you digitally buff?
The Full Digital Playing Field..not just Facebook                        Offence                        • Content/Campaign...
Warning Signs in the Mirror1. You are reading bad headlines about yourself or   organizations like you.2. People say they ...
#2 The FourRules of New Marketing
What are the top changes that are   happening to marketing?
#1 Increasing Wireless/Mobile               Connection               #2 Waning Attention to Mass               Media      ...
We don’t have the answers….yet#1 Social Media           #1 Customer#2 Customer               Analytics/Managing DataAnalyt...
The 1ST Law of the New Marketing - Socialness                                   36 36
Six Hardwired Instincts on Why We Talk       #12 website   To Survive        #1 website   To Connect       #6 website   ...
The Power of Your New Marketing Grapevine                     Close Friends                  2 X 30    =   60Offline Socia...
New Marketing Socialness
The 2nd Law of New Marketing - Awesomeness      There is only one thing in the      world worse than being talked      abo...
Fact - The World is Not Created Equal…Whether its business, products, services, restaurants,TV shows, people….   There is ...
The Law of Awesomeness Online Only 14% of your Facebook posts ever …                      Receive commentsOnly 1.5% of Twe...
In an attention-starved world-Act different, be different, think different                                             Top...
New Marketing Awesomeness
New Marketing Awesomeness
The 3rd Law of the New Marketing -           Authenticity
A Culture Change is Required  MASS ERA    DIRECT ERA   INFLUENCE/WIKIBRANDS ERAControl                       Collaboration...
The CEO Topspin –The Peters and Deborahs Get It           • 82% of people trust a             company more who has a      ...
“It is not the strongest of the species that survive, nor the most intelligent,         but the one most   responsive to c...
The 4th Law of New Marketing     – Customer-Driven
Customer Experience ReignsWho Knows Better Than Your Customer                           Executives who                    ...
People Fan Brands All the Time…- 85% of people want companies engaging with theircustomers in social media- Twitterers are...
Customer-Driven New MarketingNew Jersey Devils Mission Control
#3 Courageous Steps    The 12 Step FLIRT Model
Get FLIRT y
THE WIKIBRAND 12 FACTORS –            FLIRT and MILC ModelsBUILD – FLIRT IT           MAINTAIN – MILC IT• Focus/Strategy  ...
What is the most importantingredient for: creating raving fans  and getting noticed and talked         about in 2012?
Top 10 Ranked Raving Fan Elements Great ideas that spread are rare and valuable#1 Conversation Worthy Idea/Concept   #2 Gr...
#1 Focus – The Wikibrands Couch
BALANCE FOUR FACTORSBusiness/                                                              OrganizationSponsorship        ...
FOCUS one step down –   Answer the Specific Questions… Area of Benefit         Scale/Size of“what do you want to     Colla...
Movember– A Million Moustache Wearers Supporting Prostate Cancer -
Movember          – Energizing and Focusing a Community - -Objectives – Vision –   “Change the Face of Men’s   Health”Bran...
II. The Language, Tone and Content of a        Connected Engaged Brand  Reciprocal  Ethical  Human  Awesome  Helpful  Auth...
“It doesn’t matter what you say, if Idon’t like the way you’re saying it”                 James Cherkoff, Collaborate Mark...
Quality of Content              57%Content Interaction             33%Content Quantity/Variety        10%Content Quality v...
CONTENT QUALITY –Shoot it, Visualize It, Provoke It, List It, Link It, Friend It, Say It
The age of infographics…
CONTENT FREQUENCY-It may be cheap, but this is not a part time job         The average tweet lasts 12 minutes         The ...
CONTENT FREQUENCY –If the Customer is King, then Content is Queen         Activity per   Great   Good     Minimum         ...
III. INCENTIVES. MOTIVATIONS ANDOUTREACH“what’s in it for me?”
Three Reasons Why People Join Anything  The Feel Goods –          The Look Goods -              The Get Somethings -  “How...
Kiva – Leveraging Intrinsic, Extrinsic and Explicit Rewards75 employees, $250 million in loans, 1 million people in Kiva C...
OUTREACH- Who/where and why are the ambassadors? Influencers? True fans?
OUTREACH – Some of these people are not like the others
Some of these people are not like the others…     who are your top 100/1,000 fans?
Outreach - lululemon – Ambassadors who buy in-60 Elite Ambassadors-4,000 employees and localambassadors across 140 stores-...
IV. Big Ideas That TravelSimple, Unexpected, Concrete, Emotional
Ideas That Travel– 10 Storytelling Methods           - Aspirations   and Beliefs*           - David vs. Goliath           ...
Ideas That Travel– 10 Storytelling Methods           - Personalities and Personal           Appeal*           - How-to Sto...
Plan Canada – A Manifesto that Resonates
V. Rules and Governance            - Rules, Guidelines & Survival Guide -- 94 Pages of Digital Goodness   - Guidelines   -...
What Causes Big Digital Blowups…Plan Ahead              #1 Exposure of Poor Experience              #2 Poor Influencer Rel...
VI. Tools and Platforms  Have a Home, Neutral and Away Game      Home:            Neutral:             Away:      Website ...
#1    #2    #3    #4    #5 #6    #7    #8    #9    #10#11   #12   #13   #14   #15#16   #17   #18   #19   #20
VII. Measurement, Metrics and      the pursuit of ROI:   There is no silver bullet to        measurement
“Learning to Ride the Bike” Measurement Axiom  - The more you use it, the more you prove it
VIII - Internalizing Success -Get Employees on the Bus…
The Need to Produce Hero Employees
Charity Water’s EmployeesCelebrate Their Funders on YouTube
IX. Life Stage Planning of a Connected Community                   Milestone achievement                   User generated ...
X. LISTENING SYSTEM“what’s being said? Where are they saying it? How doesthat affect us? Do they know we’re listening?”
The Biggest Wikibranding Sins- Social and Digital Deafness is Tops-                      Source: Agent Wildfire 2011 Buzz ...
A battery of listening tools…
XI. Culture and Leadership         A Culture Change is Required“A companys customer advocacyleader needs to be a frequent ...
Livestrong Leadership Leads
XII. COMMUNITY MANAGEMENT“who will lead the conversation?”
You Can Keep Anybody Happy Initially, How Do        You Get Them To Stay in Love
Top Tasks of Community Managers1.    Communication2.    Content Creation3.    Company/brand evangelism4.    Member/Custome...
The 11 Cs of Creating Community101 Broadcast  -   Communication/Content i.e. photo/video/albums/news  -   Competition i.e....
#4 What’s Up Next
What Tomorrow’s Customers Want,Which is the Top One?                #3                                  #2                ...
Innovation – Blurring the Line Between Real and Virtual
Top Growth Segments (next 3-5 years)                                     1. Mobile Marketing                              ...
Platforms on the Rise and The Fall             for Business Use     Fast Risers                                           ...
Top Counterforces at Work (next 3-5 years)                                         1. Social Network                      ...
TV Gets Social                                                                   75% agreeWill social TV be realized over ...
Facebook – Still the Standard?                                                                                      56% ag...
Takeaways The World is a Blur - Embrace Change NOW Do Not Break the 4 Rules of the Internet    Socialness    Awesomene...
Because 894 goals and 310 sweat-soaked         pages can’t be wrong               "Skate to               where the       ...
Q&A, Debate, Confessions?
Stay Connected…Email       sean@wiki-brands.comLinkedIn:   ca.linkedin.com/in/moffittseanTwitter:    @seanmoffitt @wikibra...
Are you digitally buff?The 100 pt. Brand Buffness Test
Executive Leadership                    A)Does your executive champion digital                      engagement? (10 pts.)...
Priority Focus                 B) Does digital engagement show up                 prominently in your annual strategy and ...
Rewards                  C) Do you celebrate digital engagement                  milestones company-wide? (10 pts.) Is di...
Openness                 D) Do you feel empowered to express                 support for your company in public, social   ...
Education                   E) Do you feel the required rules, guidelines                   and training have been provide...
Transparency                 F) Do you have a free flowing exchange of                 information and insight, enabled by...
Culture                 G) Does support for digital engagement                 pervade what you do everyday, from the     ...
Incentive                H) Do you feel like management supports                time, reward, risks and resources for digi...
Values                  I) Do you have an ethos that every staff                  person can believe in and get excited ab...
Participation                 J) Is participation in digital media widely                 adopted and coordinated across t...
The Brand Engagement Buffness Test           +80 pts.    Hardcore Buff           +60 pts.    Weekend Warrior Buff         ...
Wikibrands New Marketing 2012
Wikibrands New Marketing 2012
Wikibrands New Marketing 2012
Wikibrands New Marketing 2012
Wikibrands New Marketing 2012
Wikibrands New Marketing 2012
Wikibrands New Marketing 2012
Wikibrands New Marketing 2012
Wikibrands New Marketing 2012
Wikibrands New Marketing 2012
Wikibrands New Marketing 2012
Wikibrands New Marketing 2012
Wikibrands New Marketing 2012
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Wikibrands New Marketing 2012

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A presentation given by Sean Moffitt, Managing Director, Wikibrands at the New Marketing Congreso Internacional in El Salvador, November 15, 2012

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Wikibrands New Marketing 2012

  1. 1. Wikibrands:Reinventing your Company in aCustomer-Driven Marketplace Congreso Internacional New Marketing El Salvador November 15, 2012 www.wiki-brands.com
  2. 2. #wikibrands #NewMktSV @seanmoffitt @wikibrands@newmarketingme
  3. 3. The Jason Bourne ofOrganizations + Digital + Marketing + Innovation
  4. 4. Ranked #1 GloballyOnline penetration –79% of Canadians onlineOnline usage –average 43.5 hours online/mthOnline video – 251 videos/17.2 hours/mth.LinkedIn usage - 15% of online Canadians useSocial gaming - spend 4.5 hours each weekOnline Banking - 65% of Internet usersRanked in Top 10Social Media Use – 70% use; ½ everydayFacebook usage –#4 worldwide/82% of online Can.Twitter usage –#6 worldwide/18% of online Can.Smartphone usage – 33% of mobile users
  5. 5. “Who is leading this change in your company?”
  6. 6. Who will lead big change: Lead Customer Engagement? Rally Employee Culture? Help Understand a Fast Moving World? CEO? COO? CIO? CFO?
  7. 7. Forget social media……we need engaged business
  8. 8. There’s a new currency on how to build business… “Something you Buy” “Something you Trust” “Something you Want” “Something you“Something you Prefer” “Something you Love” Participate In”
  9. 9. “In a connected world, power shifts to those best able to connect.” Dov Seidman
  10. 10. Forget Marketing’s 4Ps…Embrace the Wikibrand 13Es
  11. 11. Five Other Core Messages “Be Strategic” “Get Digitally Buff” “Stay Up to Speed” “Don’t Ration the Passion” “Go for Awesome”
  12. 12. Business/brands to Emulate Top Tools and Apps The Future Best Resources Breakouts Group Discussion Q&APlaying to My Audience?
  13. 13. Vs.Vs. Vs.Vs.
  14. 14. I. The Anthems/Himnos –“The World is a Blur”II. First Half/Tiempo Primo–“The 4 Rules of NewMarketing”III. Second Half/TiempoSegundo- –“FLIRT Model –The 12 Ingredients to EngagedMarketing”IV. Extra Time/TiempoAdicional -“What’s Up Next”
  15. 15. #1 The World is a Blur
  16. 16. “It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” Charles Darwin
  17. 17.  The average lifespan of a companyis 15 years and dropping quickly… The average amount of jobs youwill have by 42 is ten. Life expectancy is now 81 yearsold. Source: US Department of Labour/Yale S&P Study/StatsCan
  18. 18. Which industry will be affected the most?
  19. 19. #1 Education #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: Draft results from Wikibrands 4th Annual Global Buzz Report
  20. 20. Source:
  21. 21. Change is Survival“My business may not survive over the next 10 years if we dont act swiftly to technology/digital culture” 69% agree/strongly agree * Source: Draft results from Wikibrands 4th Annual Global Buzz Report
  22. 22. 1892 1937 2010 2008 20091926 19922001 1996 2007 2007
  23. 23. The world is a blur …social networks
  24. 24. The world is a blur …cameras. 1996 2012Average Mega Pixels Average Mega Pixels 0.5 MP 16 MP
  25. 25. The world is a blur …razors
  26. 26. Mobile Subscriptions s 4 Billion 6 Billion 9 billionMobile Data 0.1 Billion 1.5 Billion 4.5 BillionFacebook users 0.1 Billion 1.0 Billion 1.5 BillionInternet Video 654 PB/mth 16,880 PB/mth 45,280 PB/mthOlympic – Tweets 0.2 Million 150 million 4,500 million * Estimates Sources: Ericcson, Cisco, ATOS, Twitter 1 PB = 250,000 DVDs
  27. 27. Fit for Change? Are you digitally buff?
  28. 28. The Full Digital Playing Field..not just Facebook Offence • Content/Campaigns • Social media/networks • Influencer outreach/paid media Midfield • SEO/search marketing • Community management/engagement/moderat ion • Mobile/Apps Defence • Metrics/Analytics • Org. Integration/Culture • User experience/design • CRM/eCommerce/Fundraising
  29. 29. Warning Signs in the Mirror1. You are reading bad headlines about yourself or organizations like you.2. People say they are satisfied but not in love with you.1. People are not willing to spend time with you.1. You are laughing at an innovative competitor/peer company.1. You can imagine a different world w/o much friction.
  30. 30. #2 The FourRules of New Marketing
  31. 31. What are the top changes that are happening to marketing?
  32. 32. #1 Increasing Wireless/Mobile Connection #2 Waning Attention to Mass Media #3 The Need for Authenticity in the Customer Experience #4 The Explosion of Big Data (particularly customers)* Source: Draft results from Wikibrands 4th Annual Global Buzz Report
  33. 33. We don’t have the answers….yet#1 Social Media #1 Customer#2 Customer Analytics/Managing DataAnalytics/Managing Data #2 Social Media#3 CRM #3 Mobile/new channels#4 Mobile/new channels #4 Shifting Demographics Source: eMarketer 2012
  34. 34. The 1ST Law of the New Marketing - Socialness 36 36
  35. 35. Six Hardwired Instincts on Why We Talk #12 website To Survive #1 website To Connect #6 website To Make Sense of the World #10 website To Reduce Risk & Uncertainty #23 website To Benefit Economically #3 website To Relieve Tension
  36. 36. The Power of Your New Marketing Grapevine Close Friends 2 X 30 = 60Offline Socialness Good Friends 7X5 = 35 Colleagues 150 x 1 = 150Offline Socialness Followers 208 x 208 = 43,264 Connections 70 x 70 = 4,900 Friends = 68,644 262 x 262
  37. 37. New Marketing Socialness
  38. 38. The 2nd Law of New Marketing - 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 40
  39. 39. 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%
  40. 40. The Law of Awesomeness Online Only 14% of your Facebook posts ever … Receive commentsOnly 1.5% of Tweetconversations go… Two levels (replies) deepOnly 5.0% of LinkedUsers have… 1,000+ contacts Source: Compete
  41. 41. In an attention-starved world-Act different, be different, think different Top 3 Attributes That Make People Talk: 1. Unique 2. Dynamic 3. Different Great content starts with… “Wouldn’t it be cool if…? Great content ends with… “You have to check this out…” Source: Y&R Brand Asset valuator
  42. 42. New Marketing Awesomeness
  43. 43. New Marketing Awesomeness
  44. 44. The 3rd Law of the New Marketing - Authenticity
  45. 45. A Culture Change is Required MASS ERA DIRECT ERA INFLUENCE/WIKIBRANDS ERAControl CollaborationHype TransparencyDecisions DialogueFeatures Purpose
  46. 46. 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
  47. 47. “It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” Charles Darwin
  48. 48. The 4th Law of New Marketing – Customer-Driven
  49. 49. Customer Experience ReignsWho 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%
  50. 50. People Fan Brands All the Time…- 85% of people want companies engaging with theircustomers in social media- Twitterers are three times more likely to embrace brandsthan average population
  51. 51. Customer-Driven New MarketingNew Jersey Devils Mission Control
  52. 52. #3 Courageous Steps The 12 Step FLIRT Model
  53. 53. Get FLIRT y
  54. 54. THE WIKIBRAND 12 FACTORS – FLIRT and MILC ModelsBUILD – FLIRT IT MAINTAIN – MILC IT• Focus/Strategy • Measurement/Metrics• Language, Content, • Internalizing Success Outreach • Life Stage Management• Incentives/Motivations • Listening• Ideas That Spread• Rules, Guidelines, • Community Rituals Management• Tools & Platforms • Culture
  55. 55. What is the most importantingredient for: creating raving fans and getting noticed and talked about in 2012?
  56. 56. Top 10 Ranked Raving Fan Elements Great ideas that spread are rare and valuable#1 Conversation Worthy Idea/Concept #2 Great Product/Brand #3 Customer Experience provided #4 The Audience who Participates #5 Culture/employees of a Company #6 Method in which it interacts w/ its audience #7 Incentives for referral #8 Strong process #9 Creative/design used #10 Tools/technology platforms built Source: Wikibrands Buzz Report
  57. 57. #1 Focus – The Wikibrands Couch
  58. 58. BALANCE FOUR FACTORSBusiness/ OrganizationSponsorship Objectives Incentives Vision Resources Revenue Talent Marketplace No Relevance Culture Partners Values Process No Execution No Direction Positioning Needs/Wants Benefits No Capability Experience Product/Service Advocacy Support Media Community Attention Brand Customer
  59. 59. FOCUS one step down – Answer the Specific Questions… Area of Benefit Scale/Size of“what do you want to Collaboration achieve?” “how big will it be?” Depth of Exclusivity of Collaboration Membership“how much member “how open is your involvement is community?” expected?”
  60. 60. Movember– A Million Moustache Wearers Supporting Prostate Cancer -
  61. 61. Movember – Energizing and Focusing a Community - -Objectives – Vision – “Change the Face of Men’s Health”Brand – “Bring back the retro icon of the moustache to visibly support cause”Organizational Culture – - $125MM raised in 2011 “If it’s awesome they will use it, - 850k participants - 10 times more social presence if it’s awesome they will talk - 3 times more donations, about it.” healthy amount via Facebook
  62. 62. II. The Language, Tone and Content of a Connected Engaged Brand Reciprocal Ethical Human Awesome Helpful Authentic Social
  63. 63. “It doesn’t matter what you say, if Idon’t like the way you’re saying it” James Cherkoff, Collaborate Marketing
  64. 64. Quality of Content 57%Content Interaction 33%Content Quantity/Variety 10%Content Quality vs. Quantity/Variety vs. Interaction?
  65. 65. CONTENT QUALITY –Shoot it, Visualize It, Provoke It, List It, Link It, Friend It, Say It
  66. 66. The age of infographics…
  67. 67. CONTENT FREQUENCY-It may be cheap, but this is not a part time job The average tweet lasts 12 minutes The average Facebook post lasts 80 minutes The average blog post last 1 ½ days
  68. 68. CONTENT FREQUENCY –If the Customer is King, then Content is Queen Activity 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
  69. 69. III. INCENTIVES. MOTIVATIONS ANDOUTREACH“what’s in it for me?”
  70. 70. Three Reasons Why People Join Anything The Feel Goods – The Look Goods - The Get Somethings - “How do I identify with, “How do I appear to “What is my direct, help the community?” others?” tangible reward?”Fun & enjoyment (#1) Recognition by company (#1) Invitation to Events (#1)Creativity (#2) Access to exclusive resources (#2) 3rd party incentives (#2)Group achievement (#3) Ability to join VIP circle (#3) Personalized treatment (#3)
  71. 71. Kiva – Leveraging Intrinsic, Extrinsic and Explicit Rewards75 employees, $250 million in loans, 1 million people in Kiva Community, 20k Lending teams,435k on Twitter, 140k on Facebook, Number of Loans per Kiva lender 7.3
  72. 72. OUTREACH- Who/where and why are the ambassadors? Influencers? True fans?
  73. 73. OUTREACH – Some of these people are not like the others
  74. 74. Some of these people are not like the others… who are your top 100/1,000 fans?
  75. 75. Outreach - lululemon – Ambassadors who buy in-60 Elite Ambassadors-4,000 employees and localambassadors across 140 stores- 35,000 R&D participants- $1,700 revenue per square foot
  76. 76. IV. Big Ideas That TravelSimple, Unexpected, Concrete, Emotional
  77. 77. Ideas That Travel– 10 Storytelling Methods - Aspirations and Beliefs* - David vs. Goliath - Avalanche about to Roll - Changing Assumptions - Anxieties
  78. 78. Ideas That Travel– 10 Storytelling Methods - Personalities and Personal Appeal* - How-to Stories and Advice* - Glitz and Glam - Seasonal/event-related* - Spoof/Imitate
  79. 79. Plan Canada – A Manifesto that Resonates
  80. 80. V. Rules and Governance - Rules, Guidelines & Survival Guide -- 94 Pages of Digital Goodness - Guidelines - Online Brand Values - Dos and Don’ts - Best Practices - Decision Tree and Q&A - Top 150 Supporting Websites
  81. 81. What Causes Big Digital Blowups…Plan Ahead #1 Exposure of Poor Experience #2 Poor Influencer Relations #3 Violation of Ethical Guidelines #4 Rogue Employees #5 Inappropriate Content Source: Altimeter
  82. 82. VI. Tools and Platforms Have a Home, Neutral and Away Game Home: Neutral: Away: Website Brand Pages Social Networks Email/Blog Employee Profiles Sharing SitesDatabase/Community RSS Feed Other Blogs Forums Facebook Influencers
  83. 83. #1 #2 #3 #4 #5 #6 #7 #8 #9 #10#11 #12 #13 #14 #15#16 #17 #18 #19 #20
  84. 84. VII. Measurement, Metrics and the pursuit of ROI: There is no silver bullet to measurement
  85. 85. “Learning to Ride the Bike” Measurement Axiom - The more you use it, the more you prove it
  86. 86. VIII - Internalizing Success -Get Employees on the Bus…
  87. 87. The Need to Produce Hero Employees
  88. 88. Charity Water’s EmployeesCelebrate Their Funders on YouTube
  89. 89. IX. Life Stage Planning 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
  90. 90. X. LISTENING SYSTEM“what’s being said? Where are they saying it? How doesthat affect us? Do they know we’re listening?”
  91. 91. The Biggest Wikibranding Sins- Social and Digital Deafness is Tops- Source: Agent Wildfire 2011 Buzz Report
  92. 92. A battery of listening tools…
  93. 93. XI. Culture and Leadership A Culture Change is Required“A companys customer advocacyleader needs to be a frequent and 95% agreevery active participant in thesocial networking space”“Top Executives/CEOs willbecome much more active on 74% agreethe web over the next 3 years”“Smaller organizations are betterpositioned to do social media than 66% agreelarger organizations”
  94. 94. Livestrong Leadership Leads
  95. 95. XII. COMMUNITY MANAGEMENT“who will lead the conversation?”
  96. 96. You Can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love
  97. 97. Top Tasks of Community Managers1. Communication2. Content Creation3. Company/brand evangelism4. Member/Customer support5. Ongoing Facilitation6. Metrics Reporting7. Event Host8. Community Evolution/Feature Development9. Internal Rallying Cry10. Community Administration11. Member Recruitment/Crowdsourcing Source: Agent Wildfire 2011 Community Management Survey
  98. 98. The 11 Cs of Creating Community101 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, comments201 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, polls301 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
  99. 99. #4 What’s Up Next
  100. 100. What Tomorrow’s Customers Want,Which is the Top One? #3 #2 #4 #1
  101. 101. Innovation – Blurring the Line Between Real and Virtual
  102. 102. Top Growth Segments (next 3-5 years) 1. Mobile Marketing 2. Cloud Computing 3. Cash payments/eWallets 4. Location- specific/GPS/NFC communications 5. Big data analytics * Source: Draft results from Wikibrands 4th Annual Global Buzz Report
  103. 103. Platforms on the Rise and The Fall for Business Use Fast Risers Dropping Fast#1#2#3#4 * Source: Draft results from Wikibrands 4th Annual Global Buzz Report
  104. 104. Top Counterforces at Work (next 3-5 years) 1. Social Network Burnout 2. Privacy 3. Failure to Monetize 4. Corporate Resistance 5. Intellectual Property/Legal Issues * Source: Draft results from Wikibrands 4th Annual Global Buzz Report
  105. 105. TV Gets Social 75% agreeWill social TV be realized over the next 3 years? * Source: Draft results from Wikibrands 4th Annual Global Buzz Report
  106. 106. Facebook – Still the Standard? 56% agree 31% agree 2009 2012Will Facebook be the most dominant network in 3 years? * Source: Draft results from Wikibrands 4th Annual Global Buzz Report
  107. 107. Takeaways The World is a Blur - Embrace Change NOW Do Not Break the 4 Rules of the Internet  Socialness  Awesomeness  Authenticity  Customer-driven FLIRT a Little, FLIRT a Lot  Focus, Language, Ideas, Incentives, Rules, Tools MILC your Brand  Measurement, Internalize, Life stage Planning, Listening, Culture and Community Management
  108. 108. Because 894 goals and 310 sweat-soaked pages can’t be wrong "Skate to where the puck is going, not to where it is."
  109. 109. Q&A, Debate, Confessions?
  110. 110. Stay Connected…Email sean@wiki-brands.comLinkedIn: ca.linkedin.com/in/moffittseanTwitter: @seanmoffitt @wikibrandsFacebook: https://www.facebook.com/seanmoffitt17
  111. 111. Are you digitally buff?The 100 pt. Brand Buffness Test
  112. 112. Executive Leadership A)Does your executive champion digital engagement? (10 pts.) Is there an official and effective executive team sponsor and champion for digital engagement? (2 pts) Does your executive participate in new media as members? (2 pts) Does your executive believe proper use of technology is a top 3 influence on success? (2 pts) Does your executive believe customer engagement is a top 3 key to organizational success? (2 pts) Does your CEO publicly champion and celebrate new media: (2 pts) - internally - externally
  113. 113. Priority Focus B) Does digital engagement show up prominently in your annual strategy and what you track? (10 pts.) Is technology and/or digital/customer engagement a top 5 strategy? (3 pts.) Does digital/customer engagement appear in your organization’s top 7 key performance indicators? (3 pts.) Does digital/customer engagement drive +10% of executive team discussion? 20%? (2 pts.) Is more than 15% of your marketing budget spent on driving digital engagement? 30%? (2 pts.)
  114. 114. Rewards C) Do you celebrate digital engagement milestones company-wide? (10 pts.) Is digital/customer engagement prominently in your personal development/career plan? (3 pts.) At full company functions, is success in digital/customer engagement regularly celebrated ? (3 pts.) Does every employee function in the company know what you are trying to achieve/understand the targets with digital/customer engagement? (2 pts.) In monthly letters/management reports, is digital/customer engagement prominently mentioned? (2 pts.)
  115. 115. Openness D) Do you feel empowered to express support for your company in public, social media freely? (10 pts.) Are employees at every level and function encouraged to participate in new media? (3 pts.) Are your partners, suppliers and vendors encouraged to talk about and advocate your organization in new media? (3 pts.) Do you know who your top 100, 1000, 10,000 fans/influencers are? Do you engage in regular contact with them? (2 pts.) Do you feel like you can experiment in digital/customer engagement, with no repercussions if it fails? (2 pts.)
  116. 116. Education E) Do you feel the required rules, guidelines and training have been provided to support digital engagement? (10 pts.) Do you have a full and aspirational set of rules and guidelines for employees to participate in digital engagement and new media? (3 pts.) Do you have a training and/or certification program for employees and those who officially speak for the company ? (3 pts.) Have you roleplayed possible scenarios, opportunities and risks behind general and key initiatives in digital engagement? (2 pts.) Is there an up-to-date governance of new media and engagement issues generally and in crisis situations? Is there clear responsibility for who owns what? (2 pts.)
  117. 117. Transparency F) Do you have a free flowing exchange of information and insight, enabled by technology? (10 pts.) On most matters, do you feel that there are no secrets or hidden agendas behind your communication and practices? (3 pts.) Do you encourage open and free flowing contact with key customers and stakeholders? Is it in “human speak” not corporate speak?(3 pts.) Does technology help accelerate speed of information and expertise sharing inside and outside the company? (2 pts.) Does the conscience of your customer, partners and involved parties feel present in key company direction and decisions? (2 pts.)
  118. 118. Culture G) Does support for digital engagement pervade what you do everyday, from the boardroom to the frontlines? (10 pts.) Is “what does my customer want/think” a critical component to front-line decisions? (3 pts.) Is it easy to get other employees enthused about digital/customer engagement and initiatives? (3 pts.) Do employees across levels and functions regularly collaborate and cross-pollinate ideas in your organization? (2 pts.) Does your company truly value and pursue what your customers and public have to say and contribute? (2 pts.)
  119. 119. Incentive H) Do you feel like management supports time, reward, risks and resources for digital engagement efforts? (10 pts.) Are staff, community members and customers compensated for success, contributions or improvement in digital/customer engagement? (3 pts.) Does management support digital/customer engagement efforts through real investment and required resources? (3 pts.) Do people who thrive in digital/customer engagement get promoted faster/evaluated better than those that don’t? (2 pts.) Is time spent and new initiatives on digital/customer engagement actively encouraged? (2 pts.)
  120. 120. Values I) Do you have an ethos that every staff person can believe in and get excited about? (10 pts.) Is your company mission/cause motivating and compelling? (3 pts.) Do the majority of your employees share and practice these values each day? Do they express themselves unpromptedly in new media? (3 pts.) Do these values and practices resonate with external customers and prospects to the point of action and advocacy? (2 pts.) Is your organization able to self-govern itself on the “right thing to do” without the intervention of management or the risk of public damage to your brand? (2 pts.)
  121. 121. Participation J) Is participation in digital media widely adopted and coordinated across the organization? (10 pts.) Does more than 20% of your company staff participate actively in digital engagement? 30%? 40%? Is this coordinated? (3 pts.) Is your company present and active in the relevant spaces and platforms online? (3 pts.) Are you a “first mover” in establishing a presence on new spaces and platforms? (2 pts.) Do you have the required technical and customer-facing talent to lead and support your initiatives in digital/customer engagement? (2 pts.) - quality of talent - quantity of talent
  122. 122. The Brand Engagement Buffness Test +80 pts. Hardcore Buff +60 pts. Weekend Warrior Buff +40 pts. Bootcamp Ready +20 pts. Engagement Obese 0-19 pts. Emergency Room Candidate

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