Wikibrands - Reinventing Your Company in a Customer-Controlled Marketplace -<br />February  2011Schulich IMBA<br />@wikibr...
Who is Sean Moffitt….<br />Just A Blonde Guy With a Cause<br />
Forget social media…<br />…we need social business<br />
Social media is a dirty word and small …<br />Global media industry		$600 billion industry<br />Digital Media		  $90 billi...
The real Wikibrands challenge…<br />Global education industry	$ 2 trillion annually<br />Global IT and Communications	$ 2....
The New Kids on the Block<br />Traditional			New Economy<br />How and what do we do to change the culture of business?<br />
Business and Brands still Matter….<br />…but…<br />
A Demanding and Activist Customer Culture has Taken Over<br />
A premium brand is now a mark of participation<br />“Something you Trust”<br />“Something you Want”<br />“Something you Bu...
You can either be a monopoly (lucky), commodity (tough) or a wikibrand<br />The big question – how do you do it? Easy for ...
Our Challenge?<br />
We searched far and wide to come up with a fresh argument for social business<br />Wikibrands -<br />The new currency for ...
 Social influence
Digital engagement
Word of mouth
Online community
Grassroots marketing
Connected media
 Member collaboration</li></ul>Equals<br />success in business<br />
Our Particular Mission<br />
Our Humble Contribution<br />Published by McGraw-Hill (Jan 2011 Launch) <br />Twitter: @wikibrands<br />Facebookpage: Wiki...
The Early Buzz is Good<br />Richard Florida, Best Selling Author,<br />“A must read for business leaders”<br />Don Tapscot...
The Challenge Today – 30-40 Minutes<br />We will try:<br />- 7  Reasons Why<br /><ul><li> 6 Core Benefits from Wikibranding
 10 Key Things to Do It Right
 Come Wikibranding Career Advice
 Q&A</li></li></ul><li>Why Now?<br />
Reason #1 – Authentic Relationship Desired<br />#1  The Need for Authenticity and Transparency - 42%<br />#2  The rise of ...
Reason #2 – The World is Connected and Engaged<br />1.3 Billion Social Networkers Globally<br />Facebook - 600 million,  1...
Reason #3 – Conversations are Elsewhere<br />Shifting Conversations – <br />just four years ago, 80% of online engagement ...
Reason #4 - It has to…what’s left…<br />Operational efficiencies are maxed<br />Downsizing/rightsizing reaching limits<br ...
Reason #4 – Plus it’s what your CEO cares about (or should care about)<br />C-Suite Interest –<br /> The CEO's #2 and #3 p...
Reason #5 - Social, Participation, Engagement, Collaboration, Influence, Community  = Smart Business <br />
“Social” is not media, tools or technology, this is about success in business:<br />Engaged brands drive  value +18%<br />...
Reason #6 – Our Customers are Currently Better at It…<br />78% don't have an employee policy for use of social media, more...
Reason #7 - Six Big Wikibrand Benefits<br />Brand Advocacy (Marketing)<br /><ul><li>Word of mouth
 Referral/recommendation
Badging
 Sales/traffic
 Reduction in media budgets</li></ul>Brand Perception (PR)<br /><ul><li>Awareness/exposure/SEO
 Affinity
 Empathy/respect
 Lead industry conversation</li></li></ul><li>Six Big Wikibrand Benefits<br />Brand Support (Customer service)<br /><ul><l...
 Education/ advice
 Value-add experience
 Lead industry conversation</li></ul>Brand Serendipity (HR/Corporate)<br /><ul><li> Stories/Inspiration
 Corporate social responsibility
 Galvanize employees
 Traditional media interest</li></li></ul><li>Six Big Wikibrand Benefits<br />Brand Content  (Media/Customer Experience)<b...
 User-generated Creative
 User-generated content
 Reviews/ratings</li></ul>Brand Insight (Research and Innovation)<br /><ul><li> Idea stimulus
 Beta-testing
 Market research/polling
 Industry/competitive intelligence</li></li></ul><li>The Recipe for Success?<br />..10 Factors<br />
The Biggest Social Media Sins<br />- Listening, Content and Focus<br />
The FLIRT Model – A Recipe for Wikibrand Success<br />CULTURE<br />CULTURE<br />
#1 Culture Change Required<br />
Core Belief #1 - There is a big difference between “Being Social”<br />
Versus “Doing Social”<br />
A Culture Change is Required<br />MASS <br />MARKETING<br />DIRECT <br />MARKETING<br />SOCIAL INFLUENCE MARKETING<br />
Zappos – Buried in their DNA<br />
Dell - From Crisis to Engagement<br />
Intuit – the Visionary-Led, <br />BtoB Community Builder<br />
Lego – The Bottom Up,<br /> Community Builder<br />
Hurdles?<br />
Implementation Issue – Lip Service > Action<br />The biggest obstacles that continue to exist in implementing wikibrands i...
#2 FOCUS<br />– “Why are we doing this/what are we doing?”<br />
Nike + -Members/Customers Values/Lifestyle/Desires<br />
Naked Pizza – Clear Sense of Business, Brand and Culture<br />
Mozilla Firefox– Building a Better Internet across every Community and Country<br />
#3 LANGUAGE, CONTENT & OUTREACH<br />“do I like this/is there enough of this/can I identify with this/do they know me?”<br />
Language - Threadless – Possibly the Most Human Site in the World <br />
Content - Fiskars – Crowdsourcing your Content<br />
Outreach - lululemon – Ambassadoors who buy in<br />
4. INCENTIVES & MOTIVATIONS<br />“what’s in it for me?”<br />
Extrinsically – Doritos – You Are The Star<br />
Intrinsic - Starbucks – Build a Better Third Place<br />
Explicit  - Souplantation – What’s in it for Me?<br />
5. RULES, GUIDELINES & RITUALS<br />“what can/can’t I do here?”<br />
Rules - Kodak – Good Empowering Rules <br />Experience Facilitation<br />Legal & Ethical Concerns<br />Employee Policies<b...
Customs/Rituals – Harley Davidson – Reinforcing the 1%<br />
6. TOOLS & PLATFORM<br />“how and where does it work?”<br />
The Home Game<br />EMC – Smart Customer-Driven Platform Choice – Criteria:<br />Website + Owned Community + Affiliated Com...
Cost, Resources & Time
 Customization
 Scalability & Usability
 Security & Ownership</li></li></ul><li>The Tools – The 11 Cs of Community<br /><ul><li> Communication/Contenti.e. photo/v...
Competition i.e. rewards, contests, status
Customizationi.e. widgets, avatars, profiles
Conversationi.e. blogs, forums, comments
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Wikibrands Schulich (Feb1)

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Wikibrands presentation to Schulich's IMBA Toronto by Sean Moffitt

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  • Wikibrands Schulich (Feb1)

    1. 1. Wikibrands - Reinventing Your Company in a Customer-Controlled Marketplace -<br />February 2011Schulich IMBA<br />@wikibrands<br />Sean Moffitt @seanmoffitt<br />
    2. 2. Who is Sean Moffitt….<br />Just A Blonde Guy With a Cause<br />
    3. 3. Forget social media…<br />…we need social business<br />
    4. 4. Social media is a dirty word and small …<br />Global media industry $600 billion industry<br />Digital Media $90 billion industry<br /> Social Media $14 billion industry<br />Global internet industry $ 1 trillion annually<br />annually <br />It cheapens the value of how it can benefit your business<br />
    5. 5. The real Wikibrands challenge…<br />Global education industry $ 2 trillion annually<br />Global IT and Communications $ 2.6 trillion annually<br />Global health care industry $ 4 trillion annually<br />Global energy industry $ 6 trillion annually<br />Global banking industry $ 7 trillion annually <br />How do we reinvent some of these industries?<br />
    6. 6. The New Kids on the Block<br />Traditional New Economy<br />How and what do we do to change the culture of business?<br />
    7. 7. Business and Brands still Matter….<br />…but…<br />
    8. 8. A Demanding and Activist Customer Culture has Taken Over<br />
    9. 9. A premium brand is now a mark of participation<br />“Something you Trust”<br />“Something you Want”<br />“Something you Buy”<br />“Something you <br />Participate In”<br />“Something you Prefer”<br />“Something you Love”<br />9<br />
    10. 10. You can either be a monopoly (lucky), commodity (tough) or a wikibrand<br />The big question – how do you do it? Easy for them.<br />Not so easy for the 82% of us who work in/with<br />firms with 20+ employees…<br />
    11. 11. Our Challenge?<br />
    12. 12. We searched far and wide to come up with a fresh argument for social business<br />Wikibrands -<br />The new currency for today’s marketplace:<br /><ul><li> Customer participation
    13. 13. Social influence
    14. 14. Digital engagement
    15. 15. Word of mouth
    16. 16. Online community
    17. 17. Grassroots marketing
    18. 18. Connected media
    19. 19. Member collaboration</li></ul>Equals<br />success in business<br />
    20. 20. Our Particular Mission<br />
    21. 21. Our Humble Contribution<br />Published by McGraw-Hill (Jan 2011 Launch) <br />Twitter: @wikibrands<br />Facebookpage: Wikibrands<br />Website: www.Wiki-Brands.com<br />¼ Wake up Call<br />¼ Strategy Guide<br />¼ Executional Road Map<br />¼ Continuing Reference <br />
    22. 22. The Early Buzz is Good<br />Richard Florida, Best Selling Author,<br />“A must read for business leaders”<br />Don Tapscott, <br />Digital pioneer and author, Wikinomics<br />“This is an important, perhaps seminal book”<br />Mathew Ingram, Globe & Mail and GigaOm<br />“Wikibrands is required reading for anyone who wants to thrive in the new landscape”<br />
    23. 23. The Challenge Today – 30-40 Minutes<br />We will try:<br />- 7 Reasons Why<br /><ul><li> 6 Core Benefits from Wikibranding
    24. 24. 10 Key Things to Do It Right
    25. 25. Come Wikibranding Career Advice
    26. 26. Q&A</li></li></ul><li>Why Now?<br />
    27. 27. Reason #1 – Authentic Relationship Desired<br />#1 The Need for Authenticity and Transparency - 42%<br />#2 The rise of social networks - 38%<br />#3 Increasing role of wireless/mobile - 35%<br />#4 Customers/people waning attention spans - 25%<br />#5 Media fragmentation - 22%<br />#6 Change in mass marketing effectiveness - 20%<br />Agent Wildfire -The Buzz Report, April 2010<br />
    28. 28. Reason #2 – The World is Connected and Engaged<br />1.3 Billion Social Networkers Globally<br />Facebook - 600 million, 130 friends each, 1,000+ fans per page<br />Wikipedia – 265 million readers. 17 million articles<br />Twitter – 170 million, 190 followers each (after 2 yrs)<br />LinkedIn – 101 million, 61 friends each, 189 index on post-grad <br />YouTube - 18 million Canadians watch/292 minutes per month<br />Flickr – 40 million members/5.0 billion photos<br />Foursquare – 6 million/381 million checkins<br />Amazon – 650 million users annually, $24 billion sales <br />GroupOn – 35 million users annually, $500 milion sales<br />Quora – 600,000 registered users<br />- Spending 82% more time on social networks than they did last year<br />
    29. 29. Reason #3 – Conversations are Elsewhere<br />Shifting Conversations – <br />just four years ago, 80% of online engagement happened on the originating website, now 80% happens away from the originating website.<br />Now, to be noticed and talked about, you need to reach “out there” to be relevant.<br />Source: Hubspot , 2007-2010 study<br />
    30. 30. Reason #4 - It has to…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 />
    31. 31. Reason #4 – Plus it’s what your CEO cares about (or should care about)<br />C-Suite Interest –<br /> The CEO's #2 and #3 priorities are customer service and experience; <br />Advertising and promotion rank #12 and #14.<br />Source: Microsoft Roundtable Study<br />
    32. 32. Reason #5 - Social, Participation, Engagement, Collaboration, Influence, Community = Smart Business <br />
    33. 33. “Social” is not media, tools or technology, this is about success in business:<br />Engaged brands drive value +18%<br />Non-engaged brands decrease in value -6%<br />Source: Interbrand 2009 Best Global Brand s report<br />
    34. 34. Reason #6 – Our Customers are Currently Better at It…<br />78% don't have an employee policy for use of social media, more than ½ don’t have a strategy<br />71% of marketers are less/only equally familiar with the use of social media tools than their customers.<br />82% of executives believe their agencies need to radically transform themselves to adapt more competitively to this wikibrand world.<br />Source: Commotion Study/Buzz Report<br />
    35. 35. Reason #7 - Six Big Wikibrand Benefits<br />Brand Advocacy (Marketing)<br /><ul><li>Word of mouth
    36. 36. Referral/recommendation
    37. 37. Badging
    38. 38. Sales/traffic
    39. 39. Reduction in media budgets</li></ul>Brand Perception (PR)<br /><ul><li>Awareness/exposure/SEO
    40. 40. Affinity
    41. 41. Empathy/respect
    42. 42. Lead industry conversation</li></li></ul><li>Six Big Wikibrand Benefits<br />Brand Support (Customer service)<br /><ul><li> Customer service
    43. 43. Education/ advice
    44. 44. Value-add experience
    45. 45. Lead industry conversation</li></ul>Brand Serendipity (HR/Corporate)<br /><ul><li> Stories/Inspiration
    46. 46. Corporate social responsibility
    47. 47. Galvanize employees
    48. 48. Traditional media interest</li></li></ul><li>Six Big Wikibrand Benefits<br />Brand Content (Media/Customer Experience)<br /><ul><li> Co-innovation/solutions
    49. 49. User-generated Creative
    50. 50. User-generated content
    51. 51. Reviews/ratings</li></ul>Brand Insight (Research and Innovation)<br /><ul><li> Idea stimulus
    52. 52. Beta-testing
    53. 53. Market research/polling
    54. 54. Industry/competitive intelligence</li></li></ul><li>The Recipe for Success?<br />..10 Factors<br />
    55. 55. The Biggest Social Media Sins<br />- Listening, Content and Focus<br />
    56. 56. The FLIRT Model – A Recipe for Wikibrand Success<br />CULTURE<br />CULTURE<br />
    57. 57. #1 Culture Change Required<br />
    58. 58. Core Belief #1 - There is a big difference between “Being Social”<br />
    59. 59. Versus “Doing Social”<br />
    60. 60. A Culture Change is Required<br />MASS <br />MARKETING<br />DIRECT <br />MARKETING<br />SOCIAL INFLUENCE MARKETING<br />
    61. 61. Zappos – Buried in their DNA<br />
    62. 62. Dell - From Crisis to Engagement<br />
    63. 63. Intuit – the Visionary-Led, <br />BtoB Community Builder<br />
    64. 64. Lego – The Bottom Up,<br /> Community Builder<br />
    65. 65. Hurdles?<br />
    66. 66. Implementation Issue – Lip Service > Action<br />The biggest obstacles that continue to exist in implementing wikibrands in your company/clients?<br />1. Inability to measure 40%<br />2. Lack of budgets 31% <br />3. No accepted standards/benchmarks 29%<br />4. Fear of loss of control 29%<br />5. Inability for culture to accept 25%<br />6. Technical skills/expertise not in place 23%<br />7. Do not understand diff. bet. Mass marketing 21%<br />Source: Agent Wildfire Buzz Report 2010<br />
    67. 67. #2 FOCUS<br />– “Why are we doing this/what are we doing?”<br />
    68. 68. Nike + -Members/Customers Values/Lifestyle/Desires<br />
    69. 69. Naked Pizza – Clear Sense of Business, Brand and Culture<br />
    70. 70. Mozilla Firefox– Building a Better Internet across every Community and Country<br />
    71. 71. #3 LANGUAGE, CONTENT & OUTREACH<br />“do I like this/is there enough of this/can I identify with this/do they know me?”<br />
    72. 72. Language - Threadless – Possibly the Most Human Site in the World <br />
    73. 73. Content - Fiskars – Crowdsourcing your Content<br />
    74. 74. Outreach - lululemon – Ambassadoors who buy in<br />
    75. 75. 4. INCENTIVES & MOTIVATIONS<br />“what’s in it for me?”<br />
    76. 76. Extrinsically – Doritos – You Are The Star<br />
    77. 77. Intrinsic - Starbucks – Build a Better Third Place<br />
    78. 78. Explicit - Souplantation – What’s in it for Me?<br />
    79. 79. 5. RULES, GUIDELINES & RITUALS<br />“what can/can’t I do here?”<br />
    80. 80. Rules - Kodak – Good Empowering Rules <br />Experience Facilitation<br />Legal & Ethical Concerns<br />Employee Policies<br />Ownership<br />Support, Training and Certification<br />Rituals/Customs<br />
    81. 81. Customs/Rituals – Harley Davidson – Reinforcing the 1%<br />
    82. 82. 6. TOOLS & PLATFORM<br />“how and where does it work?”<br />
    83. 83. The Home Game<br />EMC – Smart Customer-Driven Platform Choice – Criteria:<br />Website + Owned Community + Affiliated Community<br /><ul><li>Type of Software/Language
    84. 84. Cost, Resources & Time
    85. 85. Customization
    86. 86. Scalability & Usability
    87. 87. Security & Ownership</li></li></ul><li>The Tools – The 11 Cs of Community<br /><ul><li> Communication/Contenti.e. photo/video/albums/news
    88. 88. Competition i.e. rewards, contests, status
    89. 89. Customizationi.e. widgets, avatars, profiles
    90. 90. Conversationi.e. blogs, forums, comments
    91. 91. Connection i.e. messaging, integration, feeds
    92. 92. Communityi.e. social networks, groups, teams</li></ul>-Categorization i.e. tagging, sections, levels, lists<br /><ul><li>Collective Wisdom i.e. rating, ranking, voting, polls
    93. 93. Co-Creation/Collaboration i.e. CGM, ideas, reviews
    94. 94. Contextual Extensionsi.e. mobile, offline, online, IM
    95. 95. Culture building i.e. recruitment, engagement, causes</li></li></ul><li>Amazon – Designed for Socialness<br />Amazon<br />- Designed for Socialness<br />
    96. 96. The Away Game - Kraft - The Tools of Word of Mom<br />
    97. 97. 7. COMMUNITY MANAGEMENT<br />“who will lead the conversation?”<br />
    98. 98. How to Avoid This…<br />
    99. 99. Community/Brand Evangelists - Tasks<br />
    100. 100. 8. LIFE STAGE OF THE COMMUNITY<br />“when do we need to adapt?”<br />
    101. 101. The Life Stage of Social Media/Community<br />Milestone achievement<br />User generated content<br />Incentives materialized<br />Mass supported<br />Expected cycle of activity<br />Expansion<br />Broadened focus<br />Company culture change<br />Self-governance<br />Tiered membership<br />Fresh produced content<br />Highlight contribution<br />Incentives pitched<br />Networked <br />Seeded audience<br />
    102. 102. 9. METRICS, MEASUREMENT, <br />INSIGHTS & ROI<br />“what do we measure and look for?”<br />
    103. 103. A Different Brand Yardstick<br />
    104. 104. 10. CULTURE & ORGANIZATIONAL<br /> CHANGE<br />“how will we be changed?”<br />
    105. 105. Sweet Leaf – The Friend of Commun-i-Tea<br />
    106. 106. Do Brands even Belong in my Social Spaces!<br />
    107. 107. Don’t be fooled, people want social brands…they just don’t want pushy marketers<br />- 85% of people want companies engaging with their customers in social media<br />- 56% of people feel a stronger connection with those companies they interact with in social media<br />- Twitterers are three times more likely to embrace brands than average population<br />
    108. 108. The Future?<br />
    109. 109. Types of New Media Future Growth<br />
    110. 110. You are about to make your most important decision over the next 5 years<br />…and it will affect the rest of your life<br />
    111. 111. I. The RESume<br />
    112. 112. “1. What would you consider to be the number one asset on a resume for new hires out of school? “<br />#1 Industry Related Work Experience 41%<br />#2 Track record of Accomplishments 35%<br />#3 Variety of interests/passions 7%<br />Special Sauce:<br />Thoughtfulness, good reasons for applying<br />Demonstrated passion for my business<br />Well-researched pitch<br />
    113. 113. II. GETTING IN THE DOOR…<br />
    114. 114. 3. How do the majority of new hires get made at your company? Please choose the 3 top options:<br />#1 Referrals<br />#2 Internship/Coop Programs<br />#3 Online job recruitment sites<br />#4 Serendipity – right person, right time<br />#5 Social/digital media awareness<br />#6 Volunteer/collaborative involvement<br />
    115. 115. III. BECOMING DIGITALLY A SOMEBODY…<br />
    116. 116. 7. What social spaces should new hires be engaged in to attract positive online attention? (max. 3 choices)<br />LinkedIn 90%<br />Personal Blog 69%<br />Twitter 65%<br />* Negative stuff on Facebook<br />
    117. 117. IV. THE INTERVIEW…FOR SOME DREADED<br />
    118. 118. 9. What is your biggest pet peeve with interviewing new hire job applicants?<br />#1 Being Unprepared<br />#2 Candidate Arrogance<br />#3 Dissing Old Employers/Managers<br />#4 Not Answering Questions<br />#5 Not Asking Questions <br />
    119. 119. 10. What question do new hire candidates "trip up" on most frequently?<br />#1 Why did you apply for our company?<br />#2 What is your biggest opportunity/weakness?<br />#3 What skills do you have that would make you valuable for this job?<br />#4 Are there any questions you have about<br /> role/company?<br />
    120. 120. 11. Please list the top 3 traits of interviewees who are consistently hired.<br />Inquisitive/eclectic experience<br />Business savvy<br />Outgoing/motivated<br />Effort and courage to stand out from the pack<br />Innovative<br />Concise/concrete examples of skills<br />Thank you note/personable<br />
    121. 121. 13. What questions should the candidate be asking you during an interview: You may select more than one answer (max. three choices).<br />#1 What does success look like in this role?<br />#2 What excites you about the company future?<br />#3 What does company culture feel like?<br />#4 What would a career direction be<br /> like for somebody taking this job?<br />
    122. 122. IV. THE EVALUATION<br />
    123. 123. 14. What are the top skills you are looking for in new hires out of school? Please select your top 3.<br />#1 Communication skills<br />#2 Enthusiasm/perseverance<br />#3 Interpersonal skills<br />#4 Fit with company culture/values<br />#5 Creativity/Innovation<br />
    124. 124. Some Advice - Act different, be different, think different<br />Top 8 Differentiation Drivers<br /> Unique<br /> Dynamic<br /> Different<br /> Distinctive<br /> Innovative<br /> Visionary<br /> Daring<br /> Progressive<br />Source: Y&R Brand Asset valuator<br />
    125. 125. Make Your Content Sing<br />
    126. 126. Never Forget – Humans are Hard Wired Social Animals<br />91<br />
    127. 127. Mill Street Brewery – <br />February 7th Launch<br />Published by McGraw-Hill (Jan, 2011)<br />Twitter:<br />@wikibrands<br />Facebookpage and 6 other social extensions<br />Become an ambassador<br />Contact us:<br />smoffitt@agentwildfire.com<br />
    128. 128. Let’s Start The Conversation…<br />Inquire: smoffitt (at) agentwildfire.com<br />nadia (at) agentwildfire.com<br />Phone: 416-255-4500<br />URL: www.AgentWildfire.com<br />Join: www.TheInfluencers.ca<br />Blogs: http://BuzzCanuck.typepad.com/<br /> www.spreadslikewildfire.com <br />Explore: The Buzz Report (e-newsletter)<br /> Signup at www.AgentWildfire.com <br />Learn: Executive WOM Seminars<br />

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