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Wikibrands, Wikicareers, Schulich November 2013

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Presentation by Sean Moffitt @seanmoffitt of Wikibrands on the importance of engaged brands and personal brands

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Wikibrands, Wikicareers, Schulich November 2013

  1. 1. - Wikibrands,Wikicareers – - Brands, New Media and Finding Your Next Job” Sean Moffitt @seanmoffitt November 2013 Schulich School @wikibrands @wikisportsnow
  2. 2. Look in the digital mirror… How many of you have 303 Facebook friends? How many of you use check your smartphone 150 times per day? How many of you would rather lose your sense of smell than technology? How many of you update their LinkedIn profile regularly? How many of you have been dumped via text message?
  3. 3. Who Am I – Sean Moffitt, The Matt Damon or the Leonard Nimoy of Digital?
  4. 4. My Street Cred….
  5. 5. What I’m Excited About Right Now!
  6. 6. Why Even Care About the Intersection of Brands, Business and Technology? - THE MARKET NEEDS IT - THERE IS A WRONG AND RIGHT WAY TO DO IT - YOUR CAREER DEPENDS ON IT
  7. 7. i. Digital Has Mainstreamed… 2008 2012 2016* 4 Billion 6 Billion 9 billion Mobile Data 0.1 Billion 1.5 Billion 12.45 Billion Facebook users 0.1 Billion 1.0 Billion 1.5 Billion Mobile Subscriptions s Video (Internet) 654 PB/mth 16,880 PB/mth 45,280 PB/mth Olympic – Tweets - Athletes 0.2 Million 150 million 4,500 million A Handful 2,000 10,500 * Estimates Sources: Ericcson, Cisco, ATOS, Twitter 1 PB = 250,000 DVDs
  8. 8. Super Bowl - 3X Bigger in Ads Than Last Year
  9. 9. TOP 10 TECHNOLOGY-AFFECTED INDUSTRIES OF THE NEAR FUTURE HIGHEST RANKED (% RESPONDED TOP 3 CHOICES) #1 EDUCATION #6 RETAIL #2 ENTERTAINMENT #3 MEDIA #4 ECOMMERCE #5 HEALTH CARE #9 #7 #10 NOT-FOR#8 TELECOMMUNICATIONS CONSUMER/HOUSEH FINANCE/BANKING PROFITS OLD GOODS ii. Digital is Reinventing Industries 2013 Proprietary and Confidential 10 Wikibrands
  10. 10. iii. CEO’s Biggest Challenges
  11. 11. iv. Marketing is healthy-ish Again
  12. 12. v. Marketing is Outsource-able
  13. 13. vi. So Much More than Facebook…
  14. 14. Social Media’s Future vii. A Core Part of The Job …
  15. 15. Digital engagement is #1 value driver; 12 things to get digital right in business.
  16. 16. WIKICAREE Managing your personal brand is very similar to managing your business brand
  17. 17. The Power of a Network… It is the dominant factor in obesity, smoking, loneliness, happiness, optimism, generosity, quality of relationship and YOUR CAREER
  18. 18. Before we start…
  19. 19. The Hammurabi Code of Digital Reciprocal Ethical Human Awesome Helpful Authentic Social
  20. 20. Trivia – Top 30 Social Brands
  21. 21. The Recipe for Success? ..12 Factors
  22. 22. THE WIKIBRAND 12 FACTORS – FLIRT/MILCC Models Focus Language Incentives Ideas Rules Tools Measurement Internalizing Life Stage Listening Community Management Culture
  23. 23. #1 Focus - Starting with the Y’s “Why” Internal External
  24. 24. The Four F Words of Digital Marketing Get Found Get Fame Get Fans Get Feedback - Search Engine Exposure/Traffic - Awareness/recognition - Visibility - Market education - Improved Perception/PR - Grassroots credibility/affinity - Pass along/viralness - Thought leadership - Leads/Revenues/Funding Online community/ambassadors Word of mouth/referral User generated content/support - Dialogue & Conversation - Ideas and innovation - Competitive Intelligence - Reviews/ratings/ testing
  25. 25. http://www.pinterest.com/seanmoffitt/brand-manifestos/
  26. 26. 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 – “If it’s awesome they will use it, if it’s awesome they will talk about it.” - $125MM raised in 2011 - 850k participants - 10 times more social presence - 3 times more donations, healthy amount via
  27. 27. #2 LANGUAGE, CONTENT & OUTREACH “do I like this/is there enough of this/can I identify with this/do they know me?”
  28. 28. Language - Threadless – Possibly the Most Human Site in the World
  29. 29. OUTREACH – Some of these people are not like the others
  30. 30. Outreach – Ford Fiesta Movement – Ambassadors who buy in
  31. 31. Content Quality vs. Quantity vs. Variety?
  32. 32. CONTENT QUALITY – Shoot it, Visualize It, Provoke It, List It, Link It, Friend It, Say It
  33. 33. The age of infographics…
  34. 34. Great Content – Kraft Foods Extensive, Timely, Balanced, How To
  35. 35. CONTENT FREQUENCY – If the Customer is King, then Content is Queen Activity per Month Great Good Minimum Blog Posts 30+ 12 5 Tweets 400 200 100 Facebook Posts 60 30 15 Video 8 4 1 Email 8 4 1
  36. 36. Mucho Burrito – Fueling Burrito Love with Content Weekly Seasonal Tribal Contextual
  37. 37. 3. Ideas trump Technology 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
  38. 38. Nike + -Members/Customers Values/Lifestyle/Desires
  39. 39. OREO – Being Agile and In Touch
  40. 40. 4. INCENTIVES & MOTIVATIONS “what’s in it for me?”
  41. 41. Buzz and word of mouth engagement is Core Belief the art of the “unexpected surprise” 45
  42. 42. Three Reasons Why People Join Anything The Feel Goods – The Look Goods “How do I identify with, “How do I appear to help the community?” others?” Fun & enjoyment (#1) Recognition by company (#1) The Get Somethings - “What is my direct, tangible reward?” Invitation to Events (#1)
  43. 43. Kiva – Leveraging Intrinsic, Extrinsic and Explicit Rewards 75 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
  44. 44. 5. RULES, GUIDELINES & RITUALS “what can/can’t I do here?”
  45. 45. GOVERNANCE % EXISTENCE OF CONDITIONS IN PLACE* 63% 62% 40% 29% 22% 11% DIGITAL EMPLOYEE ABILITY TO ROUTE SERVICE TRAINING GUIDELINES/RU QUESTIONS PROGRAMS LES DIGITAL CRISIS MGMT. PLAN ISSUE CERTIFICATION SCENARIO PROGRAM ROLEPLAYING Q: On the governance of digital engagement tools with your employees, do you have: 2013 Proprietary and Confidential Wikibrands 49 * - based on recruitment criteria, company staff profiled are likely in more sophisticated, mature digital organizations; results likely much lower in general company set
  46. 46. IBM Guidelines – Simple, Reasonable, Visual and Public
  47. 47. 6. TOOLS & PLATFORM “how and where does it work?” A home and away game
  48. 48. MOST IMPORTANT DIGITAL PLATFORMS % RESPONSE – TOP 3 PLATFORMS SOCIAL NETWORK PAGES CORPORATE WEBSITE CORPORATE BLOG SEARCH ENGINE OPTIMIZATION CORPORATE EMAIL/DATA BASE ONLINE COMMUNITIES OF INTEREST #6 #4 #2 #1 #3 INFLUENCER/ BLOGGER OUTREACH MOBILE APPS/ WEBSITE CUSTOMER/PA RTNER COMMUNITIES #5 #7 #8 #9 Q: What are the biggest priority (owned, earned, paid or shared) digital platforms for your organization, is it your....(max. 3 answers): 2013 Proprietary and Confidential Wikibrands 52
  49. 49. TOP SOCIAL NETWORKS/PLATFORMS – “MOST ESSENTIAL” RANKED - % AGREED #1 FACEBOOK #6 MOBILE APPS #2 TWITTER #3 LINKEDIN #4 YOUTUBE #5 WORDPRESS #7 HOOTSUITE/TWEETDE CK #8 GOOGLE + #9 INSTAGRAM #10 PINTEREST Q: What is your impression of the following networks in their importance to your organization ? (23 social network/social sharing options) 2013 Proprietary and Confidential Wikibrands 53
  50. 50. TOP SOCIAL NETWORKS/PLATFORMS – “FASTEST MOVERS – BULLS” RANKED - % AGREED #1 PINTEREST #2 INSTAGRAM #3 MOBILE APPS #4 GOOGLE + #5 SLIDESHARE Q.: What is your impression of the following networks in their importance to your organization ? (23 social network/social sharing options) 2013 Proprietary and Confidential Wikibrands 54
  51. 51. Mint.com –Connected and Awesome Where You Are Home Game Away Game
  52. 52. 7. Measurement, Metrics and the pursuit of ROI: There is no silver bullet to measurement
  53. 53. Measurement - You Need to Roll Your Own Digital Brand (vs. objective) = Benefits – Risks ---------------------Cost
  54. 54. MEASUREMENT – TOP 10 RANKED KEY METRICS % TRACKED IN YOUR COMPANY* 84% 83% 68% 67% 61% 60% 58% 56% 50% FAN/ FOLLOWER COUNTS BRAND BRAND TRAFFIC/ CONSUMER CONVERSATIONS ENGAGEMENT INSGHTS CLICKS METRICS GENERATED GENERATED GENERATED USER POSITIVITY/QUALBUSINESS SALES IMPACT/ GENERATED CONTENT ITY OF ROI GENERATED WORD OF MOUTH 2013 Proprietary and Confidential Wikibrands 48% CUSTOMER EXPERIENCE RATINGS 59 * - based on recruitment criteria, company staff profiled are likely in more sophisticated, mature digital organizations; results likely much lower in general company set
  55. 55. 8 - Internalizing Success Get Employees on the Bus…
  56. 56. Charity Water’s Employees Celebrate Their Funders on YouTube
  57. 57. 9. Life Staging of a Connected Community Milestone achievement User generated content Incentives materialized Mass supported Expected cycle of activity Fresh produced content Highlight contribution Incentives pitched Networked Seeded audience Expansion Broadened focus Company culture change Self-governance Tiered membership
  58. 58. 10. LISTENING SYSTEM “what’s being said? Where are they saying it? How does that affect us? Do they know we’re listening?”
  59. 59. The Biggest Wikibranding Sins - Social and Digital Deafness is Tops- Source: Agent Wildfire 2011 Buzz Report
  60. 60. A battery of listening tools…
  61. 61. Gatorade Mission Control – The NASA of Social Media Listening
  62. 62. 11. COMMUNITY MANAGEMENT “who will lead the conversation?”
  63. 63. You Can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love
  64. 64. Top Tasks of Community Managers 1. Communication 2. Content Creation 3. Company/brand evangelism 4. Member/Customer support 5. 6. 7. 8. 9. 10. 11. Ongoing Facilitation Metrics Reporting Event Host Community Evolution/Feature Development Internal Rallying Cry Community Administration Member Recruitment/Crowdsourcing Source: Agent Wildfire 2013 Community Management Survey
  65. 65. Jon Sinden, Manager – Social Media, MLSE - Technology & tools will change over time. Innovation never stops. One thng that will never change is the need for emotional connections. - People want to be connected to something they love. Sports teams are one of those connections. The closer the fans, teams, players, staffers get; the better. https://twitter.com/communitygurus
  66. 66. 12. Culture and Leadership A Culture Change is Required MASS ERA Control Hype Decisions Features DIRECT ERA INFLUENCE/WIKIBRANDS ERA Collaboration Transparency Dialogue Purpose
  67. 67. We want the real thing… #1 The Need for Authenticity and Transparency - 42% #2 #3 #4 #5 #6 The rise of social networks - 38% Increasing role of wireless/mobile - 35% Customers/people waning attention spans - 25% Media fragmentation - 22% Change in mass marketing effectiveness - 20% Agent Wildfire -The Buzz Report, April 2012
  68. 68. The CEO Topspin – The Peters and Deborahs Get It • 82% of people trust a company more who has a CEO involved in social media • 94% believe it leads to a better brand image • 78% believe it leads to better communication Source: Brandfog
  69. 69. ING and Marriott Leadership Leads
  70. 70. Are you digitally buff?
  71. 71. Are You Digitally Buff? Digital Offence  Content/Campaigns  Social media/networks  Influencer outreach/paid media
  72. 72. Are You Digitally Buff? Digital Midfield  SEO/search marketing  Community management/ moderation  Mobile/Apps
  73. 73. Are You Digitally Buff? Defence  Metrics/Analytics  Org. Integration/Cultur e  User experience/design  CRM/eCommerce  Hosting/platform
  74. 74. 18 Pieces of Career Advice
  75. 75. I. THE RESUME
  76. 76. “What would you consider to be the number one asset on a resume for new hires out of school? “ #1 Industry Related Work Experience 41% #2 Track record of Accomplishments 35% #3 Variety of interests/passions 7% Special Sauce: Thoughtfulness, good reasons for applying Demonstrated passion for my business Well-researched pitch
  77. 77. II. GETTING IN THE DOOR…
  78. 78. How do the majority of new hires get made at your company? Please choose the 3 top options: #1 #2 #3 #4 #5 #6 Referrals Internship/Coop Programs Online job recruitment sites Serendipity – right person, right time Social/digital media awareness Volunteer/collaborative involvement
  79. 79. Who do ya know? Get off your butt and head to events and network like crazy. No event, pick up the phone. No phone, send an email, No email, send carrier pigeon. You get the idea… use all means enccesary to meet people and grow your network. If you think networking is sending an email to someone you’ve never met then you are mistaken.
  80. 80. III. BECOMING DIGITALLY A SOMEBODY…
  81. 81. What social spaces should new hires be engaged in to attract positive online attention? (max. 3 choices) • LinkedIn 90% • Personal Blog 69% • Twitter 65% * Negative stuff on Facebook
  82. 82. IV. THE INTERVIEW…FOR SOME DREADED
  83. 83. What is your biggest pet peeve with interviewing new hire job applicants? #1 Being Unprepared #2 Candidate Arrogance #3 Dissing Old Employers/Managers #4 Not Answering Questions #5 Not Asking Questions
  84. 84. What question do new hire candidates "trip up" on most frequently? #1 Why did you apply for our company? #2 What is your biggest opportunity/weakness? #3 What skills do you have that would make you valuable for this job? #4 Are there any questions you have about role/company?
  85. 85. Please list the top 3 traits of interviewees who are consistently hired. • • • • • • • Inquisitive/eclectic experience Business savvy Outgoing/motivated Effort and courage to stand out from the pack Innovative Concise/concrete examples of skills Thank you note/personable
  86. 86. IV. THE EVALUATION
  87. 87. What are the top skills you are looking for in new hires out of school? Please select your top 3. #1 Communication skills #2 Enthusiasm/perseverance #3 Interpersonal skills #4 Fit with company culture/values #5 Creativity/Innovation
  88. 88. Career/Interviewing Advice #1 Reinvent the Resume (Resume 2.0) #2 Volunteer for something good #3 Be vigilant on follow up #4 Attend/volunteer events
  89. 89. Make Your Content Sing
  90. 90. Career/Interviewing Advice #5 Network like crazy #6 Get social network deep Twitter/LinkedIn/Facebook/Instagram/Tumblr or Pinterest /YouTube, Vines #7 Be on Facebook, don’t be too drunk on Facebook #8 Show your passion, for something
  91. 91. http://wiki-brands.com/?p=2855
  92. 92. Career/Interviewing Advice #9 Meet one new senior person every month #10 Take a design/web course – Adobe, Wordpress, HTML/PHP, video editing, Codeacademy, Lynda #11 Negotiate for exposure with execs, but don’t be a pest #12 Be different #13 If failing, let it hang out, show your passion
  93. 93. Career/Interviewing Advice #14 Stay Up to Speed • the New Web – Techcrunch, Mashable,360 Digital Influence, Groundswell, Web Strategist • the New PR – Brian Solis, Inside PR • the New Collaboration – Wikinomics, Jeff Howe • Blogging – Problogger • the New Marketing – Seth Godin, Rohit Bhargava. Murketing • Trends – Buzzfeed, Springwise, Trendwatching, PSFK • Alt-Marketing – Buzz Canuck, WOMMA, Church of the Customer • Community – Forum One, Francois Gossieaux, Wikibrands http://wiki-brands.com/webroll/
  94. 94. Career/Interviewing Advice #15 Do your Google homework #16 Be comfortable with Google Analytics, Technorati, Alexa/Compete, Postrank/Radian, SEO, Tweetdeck/Hootsuite, Social Media release, RSS #17 Don’t take a first job beneath you
  95. 95. #18 Five Core Messages “Be Strategic” “Get Digitally Buff” “Stay Up to Speed” “Be Passionate/Do Something” “Get Networked”
  96. 96. Stay Connected… Email LinkedIn: Twitter: sean@wiki-brands.com ca.linkedin.com/in/moffittsean @seanmoffitt @wikibrands

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