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Wikibrands (SMC Seattle)


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How to build your brand in a customer controlled and highly connected marketplace

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Wikibrands (SMC Seattle)

  1. 1. Wikibrands – Building a Brand in Today’s Social Media Landscape Sean Moffitt @SeanMoffitt President & Chief Evangelist, Agent Wildfire Sept 29, 2009 A Presentation to:
  2. 2. Sean Moffitt – Last of the Blonde Change Agents
  3. 3. Agent Wildfire – Canada’s Conversation Starters <ul><li>Helping clients get noticed, talked about and advocated since 2004 </li></ul><ul><li>Executive faculty and marketing 2.0 consultants to Don Tapscott and his firm nGenera </li></ul><ul><li>- Former marketing/strategy suit at Molson, Guinness and Procter & Gamble </li></ul><ul><li>Chief evangelist/t-shirt dude with </li></ul><ul><ul><li>Canadian Marketing Association </li></ul></ul><ul><ul><li>The League of Kickass Business People </li></ul></ul><ul><ul><li>TrendCity </li></ul></ul><ul><ul><li>The Influencers </li></ul></ul><ul><ul><li>Generation Go </li></ul></ul><ul><ul><li>The Sisterhood of Influence </li></ul></ul>
  4. 4. I love Seattle..
  5. 5. Are You Ready To Become Certified Social Media Brand Advocates?
  6. 7. Your Result… and The Tug of the Crowd <ul><li>Influenced by WOM drivers: </li></ul><ul><li>Liking </li></ul><ul><li>Commitment/Consistency </li></ul><ul><li>Social/Crowd Proof </li></ul><ul><li>Authority </li></ul><ul><li>Reciprocity </li></ul><ul><li>Scarcity </li></ul>
  7. 8. Marketers Never Forget – Humans are Hard Wired Social Animals
  8. 9. White Paper Mania
  9. 10. <ul><li>30 industry/social media experts </li></ul><ul><li>100 brand communities/ initiatives </li></ul><ul><li>Ongoing… </li></ul>
  10. 11. Do Brands Still Matter? Do they belong in Social Media?
  11. 12. Brands still Matter…. … it’s just that…
  12. 13. <ul><li>Shifts in media </li></ul><ul><li>Shifts in customer needs </li></ul><ul><li>Shifts in technology </li></ul><ul><li>Shifts in demographics </li></ul><ul><li>Shifts in business models </li></ul><ul><li>Shifts in economy </li></ul>Fundamental Changes are Occurring in How We Build Great Brands
  13. 14. Shift Happens…Customer Needs Change
  14. 15. Customers are in the Driver’s Seat
  15. 16. Customers Do Trust/Act on Decisions of Their Social Circles <ul><li>27% trust manufacturers </li></ul><ul><li>14% trust ads </li></ul><ul><li>8% trust celebrities </li></ul><ul><li>90% trust their spouse </li></ul><ul><li>82% trust their friends </li></ul>Sources: Yankelovich/Henley Centre Sources: Keller Fay/Yankelovich/Henley Centre Word of mouth is the #1 trusted source, up 50% vs. a generation ago
  16. 17. “ Something you Buy” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you Participate In” There is a new currency on how to build brands
  17. 18. Running - Nike Plus Finance- American Express Hospitality – My Starbucks Idea B-to-B - Intuit Quickbooks Community Automotive - Camp Jeep Travel – Starwood’s The Lobby Tech – Dell Ideastorm eCommerce – eBay Powersellers Startup - Freshbooks
  18. 19. Should we talk about the elephant in the room…
  19. 20. Marketing has had a Gift Drop in Their Lap
  20. 21. Product/Brand Gap: Brands aren’t well differentiated <ul><li>Top 8 Value Desirability Drivers </li></ul><ul><li>- High Quality </li></ul><ul><li>- Trustworthy </li></ul><ul><li>- Good Value </li></ul><ul><li>- Reliable </li></ul><ul><li>- Original </li></ul><ul><li>Simple </li></ul><ul><li>- Fun </li></ul><ul><li>- Leader </li></ul>Source: Y&R Brand Asset valuator <ul><li>Top 8 Differentiation Drivers </li></ul><ul><li>Unique </li></ul><ul><li>Dynamic </li></ul><ul><li>Different </li></ul><ul><li>Distinctive </li></ul><ul><li>Innovative </li></ul><ul><li>Visionary </li></ul><ul><li>Daring </li></ul><ul><li>Progressive </li></ul>
  21. 22. Culture Gap– These Sides Don’t Play in the Sandbox with Each Other “ Social media is not a red discipline, a blue discipline, it’s a united discipline”
  22. 23. Knowledge Gap: We lag our customers at understanding the rules and tools of playing this new game Question: How familiar are you with the tools of social media? 71% of marketers are less/only equally familiar with the use of social media tools than their customers Source: com.motion Poll
  23. 24. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients? 1. Inability to measure 40% 2. Lack of budgets 31% 3. No accepted standards/benchmarks 29% 4. Fear of loss of control 29% 5. Inability for culture to accept 25% 6. Technical skills/expertise not in place 23% 7. Do not understand diff. bet. Mass marketing 21% Source: Agent Wildfire Buzz Report 2009 Implementation Issue – Lip Service > Action
  24. 25. Wikibrands: Culture – Strategy - Tactics
  25. 26. The Case for Brand Communities and the Social Brand
  26. 27. How to get this guy to say yes?
  27. 28. $$$$ - Ching Ching… 79% of firms will be increasing investment in Web 2.0 technologies; only 6% will decrease. Source: Gartner, Sept 2009
  28. 29. The New 2.0 Frontiers “ Internal purposes” 65% “ External purposes” 58% “ Working with partners and suppliers” 41%
  29. 30. Who’s managing our marketplace reputation anyway? 2/3 rds of a company’s touchpoints are now customer/user-generated - not brand or company- generated. Source: McKinsey
  30. 31. Brand Prerogative – Engaged Brands Grow, Closed Brands Don’t Engaged brand value +18% Non-engaged brand value -6% Source: Interbrand 2009 Best Global Brand s report
  31. 32. The Bald Headed Genius and Egg-Headed Magazine Says So
  32. 33. Gartner predicts among Fortune 1000 companies over the next two years: 60% will build an online community… … and 50% will fail The Future is Tribal
  33. 34. Brand Advocacy That Spreads Word of mouth evangelism – Maker’s Mark Ambassadors Referral – Mozilla “Spread Firefox” Recommendation – P&G’s Tremor /Vocalpoint Badging – Livestrong
  34. 35. Brand Insight that’s cheaper, faster and more effective Idea stimulus – Dell Ideastorm Market research/polling – Mattel’s Playground Market scouts/intelligence – American Express’ Open Forum
  35. 36. Brand Content that is creative, innovative and customer friendly Co-innovation – SAP Business Process Solution development – Oracle Creative development – Threadless User-generated content – Current TV User reviews – Petco
  36. 37. Brand Support that is cheaper, revenue driving and relevant Sales and traffic – eBay Powersellers Value-added commerce – Lego Mindstorms Education & Advice – Intuit Customer service – Comcast Cares Co-Ownership – MyFootballClub
  37. 38. Brand Perception that is positive, respected and engaged Affinity – Jeep Empathy – Fiskars Respect – American Express Member’s Project Awareness – Skittles Lead a Conversation/PR – MEC The Big Wild
  38. 39. Brand Serendipity that adds a ring of success Stories & Testimonials – Nuts About Southwest Viralness/Crisis Management – Barack Obama’s “Change You Can Believe In”/ “Fight the Smears” Traditional News PR value – Dove’s Campaign for Real Beauty Corporate Social Responsibility – VanCity’s “Change Everything”
  39. 40. Ten Things to Get Right in Brand Social Media
  40. 41. Percentage of executives who believe the Customer Experience is the new battleground - 95% Percentage that believe they are delivering a positive customer experience - 80% Percentage of their customers who agree - 8% Listen/Engage Your Customer
  41. 42. <ul><li>L everaging what we see in conversations </li></ul><ul><li>I nitiating discussion and dialogue </li></ul><ul><li>A cquiring people for our community </li></ul><ul><li>M anaging our communities </li></ul>Molson uses LIAM
  42. 43. Turning Users, Customers and Consumers Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters Into Community Members, Advocates, Ambassadors and Evangelists Thinktank/ Sounding Board Scout/ Mystery Shopper Advisory Council/ Cause Torchbearer Seeded Adopter/ Beta Tester Customer User Consumer Collaborator/ Producer Evangelist/ Ambassador/ Advocate Community Member/ VIP Insider Brand Fans What if you treated customers like fans?
  43. 44. FOCUS – “ Why are we doing this/what are we doing?”
  44. 45. FOCUS– Marry All Parties’ Interests/Capabilities Two Big Axioms Social/member needs > Company needs Focus > Technology/Platform
  45. 46. Members/Customers Values/Lifestyle/Desires
  46. 48. Area of Benefit “ what do you want to achieve?” Scale/Size of Collaboration “ how big will it be?” Depth of Collaboration “ how much member involvement is expected?” Exclusivity of Membership “ how open is your community?” FOCUS – Answer the Questions..
  47. 49. Area of Benefit - Microsoft Feedback - Emerging top issues - Product issues identified Advocacy - Word of mouth/evangelism/Sharing - Important stakeholders - VIPs Support - Break-fix issues - Recognize people who provide answers Nestor Portillo, Microsoft – Worldwide Director, Community and Offline Support
  48. 50. <ul><li>Depth </li></ul><ul><li>Of </li></ul><ul><li>Involvement </li></ul>Exclusivity High Low Low High Community Depth of Involvement & Exclusivity
  49. 51. LANGUAGE & OUTREACH “ do I like this/can I identify with this?”
  50. 52. “ It doesn’t matter what you say, if I don’t like the way you’re saying it” James Cherkoff, Collaborate Marketing
  51. 54. Outreach - The Community Tentacles Community Portal Content Engine Blog/RSS Social Targeted Findability Visual Multimedia Updates Interesting- ness Conversation Collaboration Offline Direct Grassroots Outreach Badging Aggregation
  52. 55. Visual Outreach – Not Everyone is Equal
  53. 56. “ The Ones Who Create Ideas” “ The Ones Who Spot & Scout New Stuff” “ The Ones Who Sell and Lead Opinions” “ The Ones Who Provide Credibility” “ The Ones Who Attract Attention” “ The Ones Who Connect & Spread the Word” Seeding the Influencer Curve…at the Right Time
  54. 57. INCENTIVES & MOTIVATIONS “ what’s in it for me?”
  55. 58. <ul><ul><ul><li>Better life/supporting cause </li></ul></ul></ul><ul><ul><ul><li>Challenge/competition </li></ul></ul></ul><ul><ul><ul><li>Creativity </li></ul></ul></ul><ul><ul><ul><li>Fun & enjoyment </li></ul></ul></ul><ul><ul><ul><li>Group effort/achievement </li></ul></ul></ul><ul><ul><ul><li>Learning </li></ul></ul></ul><ul><ul><ul><li>Satisfying curiosity </li></ul></ul></ul><ul><ul><ul><li>Wanting to make a better product </li></ul></ul></ul><ul><ul><ul><li>Meet people of similar interests </li></ul></ul></ul>25 Community Incentives - Intrinsic “ How do I identify with, help the community”
  56. 59. <ul><ul><ul><li>Ability to join VIP circle </li></ul></ul></ul><ul><ul><ul><li>Access to exclusive channels </li></ul></ul></ul><ul><ul><ul><li>Access to exclusive resources </li></ul></ul></ul><ul><ul><ul><li>Chance for wider Fame </li></ul></ul></ul><ul><ul><ul><li>Recognition (peer & company) </li></ul></ul></ul><ul><ul><ul><li>Reputation building </li></ul></ul></ul><ul><ul><ul><li>Recognition by company </li></ul></ul></ul><ul><ul><ul><li>Reputation by peers </li></ul></ul></ul>25 Community Incentives - Extrinsic “ How do I appear to others?”
  57. 60. <ul><ul><ul><li>Customer service </li></ul></ul></ul><ul><ul><ul><li>Information/advice </li></ul></ul></ul><ul><ul><ul><li>3rd party incentives </li></ul></ul></ul><ul><ul><ul><li>Customized/personalized treatment </li></ul></ul></ul><ul><ul><ul><li>Cash rewards </li></ul></ul></ul><ul><ul><ul><li>Non-monetary rewards </li></ul></ul></ul><ul><ul><ul><li>Discounts </li></ul></ul></ul><ul><ul><ul><li>Invitation to Events </li></ul></ul></ul><ul><ul><ul><li>Points accumulation </li></ul></ul></ul>25 Community Incentives - Explicit “ What is my direct, tangible reward?”
  58. 62. Matching Incentive to Motivation
  59. 63. RULES “ what can/can’t I do here?”
  60. 64. <ul><li>Experience Facilitation </li></ul><ul><li>Legal & Ethical Concerns </li></ul><ul><li>Employee Policies </li></ul><ul><li>Ownership </li></ul>Rules
  61. 66. TOOLS & PLATFORM “ how and where does it work?”
  62. 67. Platform Choice - Criteria <ul><ul><li>Type of Software/Language </li></ul></ul><ul><ul><li>Cost & Time </li></ul></ul><ul><ul><li>Customization </li></ul></ul><ul><ul><li>Scalability & Usability </li></ul></ul><ul><ul><li>Security & Ownership </li></ul></ul>
  63. 68. Platform Choices
  64. 69. Tools – The 11 Cs of Community <ul><li>Communication/Content i.e. photo/video/albums/news </li></ul><ul><li>Competition i.e. rewards, contests, status </li></ul><ul><li>Customization i.e. widgets, avatars, profiles </li></ul><ul><li>Conversation i.e. blogs, forums, comment </li></ul><ul><li>Connection i.e. messaging, integration, feeds </li></ul><ul><li>Community i.e. social networks, groups, teams </li></ul><ul><li>- Categorization i.e. tagging, sections, levels, lists </li></ul><ul><li>Collective Wisdom i.e. rating, ranking, voting, polls </li></ul><ul><li>Co-Creation/Collaboration i.e. CGM, ideas, reviews </li></ul><ul><li>Contextual Extensions i.e. mobile, offline, online, IM </li></ul><ul><li>Culture building i.e. recruitment, engagement, causes </li></ul>
  65. 70. Amazon - Designed for Socialness Amazon – Designed for Socialness
  66. 71. COMMUNITY MANAGEMENT “ who will lead the conversation?”
  67. 72. How to Avoid This…
  68. 73. Community/Brand Evangelists - Tasks
  69. 74. LIFE STAGE OF THE COMMUNITY “ when do we need to adapt?”
  70. 75. The Life Stage of Social Media/Community Fresh produced content Highlight contribution Incentives pitched Networked Seeded audience Milestone achievement User generated content Incentives materialized Mass supported Expected cycle of activity Expansion Broadened focus Company culture change Self-governance Tiered membership
  71. 76. METRICS, MEASUREMENT, INSIGHTS & ROI “ what do we measure and look for?”
  72. 77. <ul><li>- Traffic Pattern & Statistics - 75% </li></ul><ul><li>- Community Member Engagement - 74% </li></ul><ul><li>- Unique Number of Visitors - 72% - New Member Registration - 70% </li></ul><ul><li>- Member Satisfaction - 59% - Provide Feedback/Ideation for R&D - 49% - Number of Referrals by Members  - 33% - Transition Lurkers into Active Members - 29% </li></ul><ul><li>- Impact of community on revenue - 27% - Mentions of Organization or Brand on other Community Sites - 27% </li></ul>The Most Popular Community Metrics
  73. 78. Measurement by Community Objective
  74. 79. CULTURE & ORGANIZATIONAL CHANGE “ how will we be changed?”
  75. 80. Intuit Quickbooks
  76. 81. The FLIRT Model – A Recipe for Community Success
  77. 82. The Future of the Social Brand
  78. 83. Source: Agent Wildfire Buzz Report 2009 Beliefs are Changing Beliefs Strongly Agree Agree Agencies need to radically reinvent themselves to stay competitive 39% 44% Managing the customer experience is the key battleground for business 32% 50% We will be able to track conversations much more accurately over the next decade 28% 48% The marketing will become much more important to their org. by leveraging SM/WOM 20% 54% Radically new social media and word of mouth tactics will be adopted in the next few years 20% 51%
  79. 84. A Palette of New Strategies & Tactics Await Source: Agent Wildfire What forms of social media/word of mouth will experience the most growth in the next few years ? (top 3 choices) Social media marketing 37% Social network marketing 35% Mobile marketing 34% User-generated Content 31% Influencer marketing 28% Brand communities 20% Customer forums 17% Branded entertainment 16% Cause-related marketing 14% Brand microblogging 14% Buzz marketing 13% Corporate/brand blogging 11%
  80. 85. Debate <ul><li>PR vs. Ad agency vs. Digital? </li></ul><ul><li>Wisdom of Crowds vs. Influencers? </li></ul><ul><li>Privacy vs. Filtering? </li></ul><ul><li>Video, Mobile, Aggregation or Augmented reality? </li></ul><ul><li>Build your own vs. operate on other networks? </li></ul>
  81. 86. Source: Agent Wildfire Buzz Report 2009 Debate <ul><li>Free vs. Monetization? </li></ul><ul><li>Google, Facebook, Twitter or Somebody else? </li></ul><ul><li>Personal vs. Corporate Branding? </li></ul><ul><li>How traditional media gets saved? </li></ul>
  82. 88. Sean Moffitt (416) 255-4500 Twitter: @seanmoffitt Blog: Buzz Canuck