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Wikibrands, WikiSponsorships - Reinventing your Properties in a Fan-Driven Marketplace

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Keynote presentation by Sean Moffitt to the Sponsorship Marketing Council of Canada (SMCC) - April 7th, 2011

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Wikibrands, WikiSponsorships - Reinventing your Properties in a Fan-Driven Marketplace

  1. 1. Wikibrands/WikiSponsorships - Managing Your Properties in a Fan-Driven Marketplace -<br />April 2011Sponsorship Marketing Council<br />@wikibrands<br />Sean Moffitt @seanmoffitt<br />
  2. 2. Who is Sean Moffitt….<br />Just A Blonde Guy With a Cause<br />Night Job – Author, Agent Wildfire<br />Day Job – President, Agent Wilidfire<br />Weekends, Chief Sherpa, Generation Go<br />
  3. 3. Our Humble Contribution - Wikibrands<br />Published by McGraw-Hill (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 />
  4. 4. Forget social media…<br />…we need social business<br />
  5. 5. We searched far and wide to come up with a fresh argument for social business<br />Wikibrands - The new currency for today’s marketplace:<br /><ul><li> Customer participation
  6. 6. Social influence
  7. 7. Digital engagement
  8. 8. Word of mouth
  9. 9. Online community
  10. 10. Grassroots marketing
  11. 11. Connected media
  12. 12. Member collaboration
  13. 13. Awesome content</li></ul>Equals<br />success in business<br />
  14. 14. Wikibrands – A Business Manifesto Made in Canada…<br />"Skate to where the puck is going, <br />not to where it is."<br />
  15. 15. Great Brands Are Like Great Sports Teams…<br />
  16. 16.
  17. 17. What if you treated customers like fans?<br />Scout/<br />Mystery<br />Shopper<br />Thinktank/<br />Sounding<br />Board<br />Turning Users, Customers and<br />Consumers <br />User<br />Customer<br />Consumer<br />Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters <br />Collaborator/Producer<br />Community<br />Member/<br />VIP Insider<br />Brand Fan<br />Evangelist/<br />Ambassador/<br />Advocate<br />Into Community Members, Advocates, Ambassadors <br />and Evangelists<br />Seeded<br />Adopter/<br />Beta Tester<br />AdvisoryCouncil/<br />Cause<br />Torchbearer<br />
  18. 18. In the Year 3000…bold prediction<br />“YouTube, Twitter and Facebook will merge and be an uber social network “YouTwitFace”<br />
  19. 19. 11<br />Are You Ready <br />To Become Buzzing, <br />Wikibrand<br />Evangelists?<br />
  20. 20. The Tug of the Crowd<br />
  21. 21. The Challenge Today<br />- The Current Environment<br /><ul><li> Powerful Benefits/Examples
  22. 22. 10 Essentials for Being Not Just Good but Awesome FLIRT Model
  23. 23. 25 Things to Take Back to the Office
  24. 24. Q & A</li></li></ul><li>The Awesome – Leo Messi<br />
  25. 25. The Bad – NY Islanders<br />
  26. 26. Why Now?<br />The 9 arguments for Wikibranding<br />Social/Collaboration/Engagement<br />
  27. 27. Reason #1 – Business/Brand Culture<br />Business Needs to Get Genuine<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. A Premium Brand is Now a Mark of Participation<br />Reason #1 – Business/Brand Culture<br /> Participation is the New Brand Currency<br />“Something you Want”<br />“Something you Trust”<br />“Something you Buy”<br />“Something you <br />Participate In”<br />“Something you Prefer”<br />“Something you Love”<br />
  29. 29. Reason #2 – Media Shifts<br />The World is Connected and Engaged<br />1.3 Billion Social Networkers Globally<br />Facebook - 640 million, 130 friends each, 1,000+ fans per page<br />Wikipedia – 265 million readers. 17 million articles<br />Twitter – 190 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 – 45 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 />
  30. 30. Reason #2 – Media Shifts<br />Business is Out Of Step<br />How we spend <br />our media time:<br />43% TV<br />25% Internet<br />16% Radio<br />8% Mobile<br />5% Newspaper<br />3% Magazine<br />How business spends <br />their media money:<br />43% TV<br />19% Internet<br />11% Radio<br />0.5% Mobile<br />5% Newspaper<br />3% Magazine<br />
  31. 31. Reason #3 - Customer Experience<br />Customers are in the Driver’s Seat<br />
  32. 32. Reason #3 - Customer Experience<br />Who Knows Better Than Your Customer<br />Executives who believe the Customer Experience is the new battleground <br />- 95%<br />Executives who believe they are delivering a positive customer experience - 80%<br />Customers who agree - 8%<br />
  33. 33. Reason #4 – Technology Impact<br />And They Told 385 People and So On<br />Mobile<br /><ul><li> 5 billion people have access to Mobile</li></ul>Video Comes of Age<br />- Video will represent 90% of traffic by 2015<br />Dependency<br /><ul><li> 36% of us would rather give up sex than the internet</li></ul>Agification<br />- Baby Boomers are the New Apped/Networked<br />Connection<br /><ul><li>Facebook 130 Friends
  34. 34. Twitter 190 Followers
  35. 35. LinkedIn 65 Colleagues</li></li></ul><li>Reason #5 - Generational Influence<br />An Activist Customer Culture has Taken Over<br />
  36. 36. Reason #6 – Marketing Challenges<br />Brands Need To Get Noticed and Talked About<br />Top 8 Differentiation Drivers<br /><ul><li> Unique
  37. 37. Dynamic
  38. 38. Different
  39. 39. Distinctive
  40. 40. Innovative
  41. 41. Visionary
  42. 42. Daring
  43. 43. Progressive</li></ul>Top 8 Value Desirability Drivers<br />- High Quality<br />- Trustworthy<br />- Good Value<br />- Reliable<br />- Original<br /><ul><li> Simple</li></ul>- Fun<br />- Leader<br />Source: Y&R Brand Asset valuator<br />
  44. 44. The top 50 Facebook Brands<br />Food Brands 12<br />Beverages 10<br />Fashion Brands 9<br />Websites/Networks 6<br />Entertainment Brands 6<br />Sports Brands 4<br />Tech/Games 4<br />
  45. 45. One caveat – Brands and their Properties Have Never been More Important<br />
  46. 46. Reason #7 – Competitive Advantage<br />Be The First To Do Social Well<br />78% don't have an employee policy<br />More than ½ of top firms don’t have a strategy<br />71% of marketers are less/only equally familiar w/ new media tools than their customers.<br />Source: Commotion Study/Buzz Report<br />
  47. 47. The Top 100 Twitter Brands<br />Musicians/Singers 35<br />Actors 11<br />Talk Show Hosts 8<br />Websites 8<br />Sports 8<br />News Groups 7<br />Web Personality 7<br />Famous for being Famous 5<br />Politics /Politicians 3<br />Brands 1<br />
  48. 48. Reason #7 – Competitive Advantage Staff Up For The Opportunity<br />53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort.  <br />Only 14% of companies are proactive in creating external advocates and leveraging them.<br />83% of executives believe their agencies need to radically transform be more competitive in a wikibrand world.<br />Source: SNCR/Buzz Report<br />
  49. 49. Reason #8 – Economic Reason<br />Plus it’s what your CEO cares 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 />
  50. 50. Reason #8 - Economic Reason -<br /> Engagement Sells<br />Engaged brands drive value +18%<br />Non-engaged brands decrease in value -6%<br />Source: Interbrand 2009 Best Global Brand s report<br />
  51. 51. Reason #9 – The Future of Sponsorships<br />The Only Sure Thing - Change<br />- Impact of Social Media<br />- Mobile, Mobile, Mobile<br />- “Gamification”<br />- Tribal communities<br /><ul><li>Transmedia/Social TV</li></li></ul><li>Embracing Change<br />
  52. 52. A Culture Change is Required<br />MASS <br />SPONSORSHIPS<br />DIRECT <br />SPONSORSHIPS<br />WIKIBRAND<br />SPONSORSHIPS<br />
  53. 53. Raising a Brand, The Difference Between<br />Raising a 4 Year Old<br />Parenting an 18 Year Old<br />
  54. 54. Playing By Different Rules<br />Relationship Building > Marketing<br />Purpose/cause > Features<br />Expressions > Impressions<br />Emotion > Eyeballs<br />Stories > Features<br />Dialogue > Monologue<br />Real time > delayed<br />
  55. 55. Six Big Wikibrand Benefits<br />Brand Advocacy (Marketing)<br /><ul><li>Word of mouth
  56. 56. Referral/recommendation
  57. 57. Badging
  58. 58. Sales/traffic
  59. 59. Reduction in media budgets</li></li></ul><li>Outreach Award- <br />lululemon – Ambassadors who buy in<br />
  60. 60. Six Big Wikibrand Benefits<br />Brand Perception (PR)<br /><ul><li>Awareness/exposure/SEO
  61. 61. Affinity
  62. 62. Empathy/respect
  63. 63. Lead industry conversation</li></li></ul><li>Campbell’s – Purpose –Driven<br />Nourish<br />
  64. 64. Six Big Wikibrand Benefits<br />Brand Support (Customer service/operations)<br /><ul><li> Customer service
  65. 65. Education/ advice
  66. 66. Value-add experience
  67. 67. Lead industry conversation</li></li></ul><li>Intuit – the Visionary-Led, <br />BtoB Community Builder<br />
  68. 68. Six Big Wikibrand Benefits<br />Brand Serendipity (HR/Corporate)<br /><ul><li> Stories/Inspiration
  69. 69. Corporate social responsibility
  70. 70. Galvanize employees
  71. 71. Traditional media interest</li></li></ul><li>Zappos - Wikibranding in their Employee DNA<br />45<br />
  72. 72. Six Big Wikibrand Benefits<br />Brand Content (Media/Customer Experience)<br /><ul><li> Co-innovation/solutions
  73. 73. User-generated Creative
  74. 74. User-generated content
  75. 75. Reviews/ratings</li></li></ul><li>Content - Threadless – Crowdsourcing your Business<br />
  76. 76. Six Big Wikibrand Benefits<br />Brand Insight (Research and Innovation)<br /><ul><li> Idea stimulus
  77. 77. Beta-testing
  78. 78. Market research/polling
  79. 79. Industry/competitive intelligence</li></li></ul><li>Mountain Dewmocracy<br />
  80. 80. If Lubricants, Scissors and Insurance Can Do It, So Can You<br />
  81. 81. The Recipe for Success?<br />..10 Factors<br />
  82. 82. The FLIRT Model – A Recipe for Wikibrand Success<br />CULTURE<br />CULTURE<br />
  83. 83. THE BIGGEST SINS<br />“Don’t be that person”<br />
  84. 84. The Biggest Social Media Sins<br />- Listening, Content and Focus<br />
  85. 85. Molson uses LIAM<br />Leveraging what we see in conversations<br />Initiating discussion and dialogue<br />Acquiring people for our community <br />Managing our communities<br />
  86. 86. FOCUS<br />– “Why are we doing this/what are we doing?”<br />
  87. 87. FOCUS– Five Big Axioms<br />The 4 Legs of the Wikibrand Couch<br />- Bus. Objective/Organization/Brand/Customer<br />Social/member needs > Company needs<br />The social customer has 4 seconds…<br />Focus > Technology<br />Commitment over Campaign<br />
  88. 88. Hurdles?<br />
  89. 89. 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 />Source: Agent Wildfire Buzz Report 2010<br />
  90. 90. #3 LANGUAGE, CONTENT & OUTREACH<br />“do I like this/is there enough of this/can I identify with this/do they know me?”<br />
  91. 91. Forget 1,000,00 Fans, Who are Your Top 1,000 Zealots?<br />Seeding the Influencer Curve…at the Right Time<br />“The Ones Who Create Ideas”<br />“The Ones Who Provide<br />Credibility”<br />“The Ones Who Spot & Scout New Stuff”<br />“The Ones Who Connect & Spread the Word”<br />“The Ones Who Sell and Lead Opinions”<br />“The Ones Who Attract<br />Attention”<br />
  92. 92. The Twittersphere of Athletes<br />
  93. 93. 4. INCENTIVES & MOTIVATIONS<br />“what’s in it for me?”<br />
  94. 94. 5. RULES, GUIDELINES & RITUALS<br />“what can/can’t I do here?”<br />
  95. 95. 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 />
  96. 96. 6. TOOLS & PLATFORM<br />“how and where does it work?” A home and away game<br />
  97. 97. Have a Home and Away Game<br />
  98. 98. The Core 10 for a Business<br /> Tool Metaphorical Room Organizational Benefits<br />Facebook - “The Living Room” - Ubiquity, Socialness, Integration<br />Twitter - “The Front Porch” - Trends, Viralness, Launches <br />Blog - “The Garden” - News, Comments, Feeds, SEO<br />Community Site – “The Pool” - Fans, Deep Engagement<br />YouTube - “TV Room” - Entertainment, Previews, Video<br />
  99. 99. Continued…The Top 10 networks <br /> Tool Metaphorical Room Organizational Benefits<br />6. Flickr - “Gallery” - Photos, Artists, Celebrity<br />7. LinkedIn - “The Office” - BtoB, Deals, Professional Community<br />8. Wiki - “Workshop” - Collaboration, Fan community<br />9 Foursquare – “Driveway” - Location-based, Novelty, Events<br />10. MySpace - “Basement” - Entertainment, Music, Mainstream <br />
  100. 100. 7. COMMUNITY MANAGEMENT<br />“who will lead the conversation?”<br />
  101. 101. 8. LIFE STAGE OF THE COMMUNITY<br />“when do we need to adapt?”<br />
  102. 102. 9. METRICS, MEASUREMENT, <br />INSIGHTS & ROI<br />“what do we measure and look for?”<br />
  103. 103. 10. CULTURE & ORGANIZATIONAL<br /> CHANGE<br />“how will we be changed?”<br />
  104. 104. Some Great Wikibrands Ideas<br />
  105. 105. Charge/Socialize for the Customer Experience<br />$0.10/cup<br />$1.50/cup<br />$5.00/cup<br />
  106. 106. Livestrong and Gowalla – Taking Purpose on the Road<br />
  107. 107. User Generated Content Not Played Back<br />
  108. 108. Focus on a Night - World Book Night<br />
  109. 109. Shine The Light on Your Content Developers<br />Build Mass Media into Your Mix<br />
  110. 110. Make Your Digital Stuff Physical <br />and Your Physical Stuff Digital<br />
  111. 111. Purpose Driven Marketing<br />
  112. 112. The Rise of Video – TED Talks<br />- Video Worth Spreading<br />
  113. 113. QR Codes – Support, Content or Insight<br />
  114. 114. Find ing Your Top 1000 Fans<br />
  115. 115. Ideajams<br />
  116. 116. Meanwhile Back at the Office…<br />
  117. 117. 15 Ideas<br /><ul><li>If you don’t have Rules, get them – follow Kodaks
  118. 118. Find your top 100/500/1000 fans
  119. 119. Host a Tweetup/Twitter Chat
  120. 120. Host an idea jam on how to marry social with your property
  121. 121. Next event – bring a Twitter wall or live App wall</li></li></ul><li>15 Ideas<br /><ul><li>If you don’t have Rules, get them – (follow Kodaks)
  122. 122. Host a Tweetup/Twitter Chat (Mom Inc)
  123. 123. Host an idea jam on how to marry social with your property (IBM)
  124. 124. Next event – bring a Twitter wall or live App wall (Samsung)
  125. 125. Post your web addresses on all your vehicles (Chevy Cruze)</li></li></ul><li>Samsung SXSW<br />
  126. 126. 15 Ideas<br /><ul><li>Find your top 100/500/1000 fans (Andrew Bogut Squad 6)
  127. 127. Certify you social media communicators (Molson)
  128. 128. Practice speaking human/ban the press release (SF Giants)
  129. 129. Have a content strategy(the best blogs)
  130. 130. 5 post per week
  131. 131. 10 tweets per day
  132. 132. 1 video per week
  133. 133. Use a social dashboard (Hootsuite/Tweetdeck/Seesmic)</li></li></ul><li>Andrew Bogut’s Squad 6<br />
  134. 134. San Francisico Giants - Twitter<br />
  135. 135. 15 Ideas<br /><ul><li>Build an app that genuinely helps your customer (Beck’s Gig Finder)
  136. 136. Find a local charity, be more than the logo on the poster (numberous)
  137. 137. Profile a customer per day (Threadless)
  138. 138. Post your entire employee pool on your website (Zappos)
  139. 139. Build content strategy for behind the scenes stuff(Livestrong)</li></li></ul><li>Beck’s Gig Finder<br />
  140. 140. YouTube Symphony Orchestra<br />
  141. 141. Toronto’s Digital Charities and Web Causes<br />
  142. 142. The Future?<br />
  143. 143. Never Forget – Humans are Hard Wired Social Animals<br />98<br />
  144. 144. In a world of no time, attention and trust…don’t play it safe or follow others<br />There is only one thing in the world worse than being talked about, and that is not being talked about.<br />Oscar Wilde, The Picture of Dorian Grey<br />
  145. 145. Let’s Start The Conversation…<br />Inquire: smoffitt (at) agentwildfire.com<br /> @seanmoffitt<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 />
  146. 146. 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 />

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