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Similar to MKTG6226 - Wikibrands Book Review
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MKTG6226 - Wikibrands Book Review
- 1. BOOK REVIEW PRESENTED BY STEFANI PANDOVSKI Twitter: @pandovska YouTube: youtube.com/watch?v=8MCvjqpdcss Facebook: Stefani Pandovski Amazon.ca and Indigo.ca Book Reviews
- 2. THE WIKIBRANDS STORY 1 REINVENTING THE MARKETING PARADIGM 2 THE FLIRT MODEL - BUILDING A WIKIBRAND 3 INCUBATING YOUR WIKIBRAND COMMUNITY 4 BEYOND THE CORPORATION 5 WIKIBRANDS: A FIVE PART BOOK
- 3. Wikibrand(s): noun A progressive set of organizations, products, services, ideas and causes that tap the powers of customer participation, social influence, and collaboration to drive business value. Wikibrands represents a fundamental shift in long-held business management tenents on how we approach the customer – there is a power shift toward customers. HOW DID WE GET HERE? What caused the shift? Customers found that through peer to peer connection and social media, they had a voice in the brand conversation WIKIBRANDS: A FIVE PART BOOK PART 1: THE WIKIBRANDS STORY
- 4. What the benefits of Wikibrands? 1. Brand Advocacy: Harnessing the power of Influencers 2. Brand Insight: Insight, Innovation and Feedback 3. Brand Content: Sharing the Innovator’s Chair 4. Brand Support: Answers and Ownership 5. Brand Perception: Affinity, Empathy and Respect 6. Brand Serendipity: The Unintended and Unexpected WIKIBRANDS: A FIVE PART BOOK PART 2: REINVENTING THE MARKETING PARADIGM
- 5. The changes required within ... for a Wikibrand culture to flourish Brand Engagement Control Collaboration Brand Orientation Communications Customer Experience Genius Management Hype, Authenticity, Branding Transparency Brand Tone Marketer’s Role Decision Maker Dialogue Facilitator Brand Positioning External Internal Brand Monitoring Counting the Clicks Putting an Ear to the ground WIKIBRANDS: A FIVE PART BOOK PART 2: REINVENTING THE MARKETING PARADIGM
- 6. The FLIRT model serves to address the strategic, executional, and technological processes involved in building an effective engaged brand; a WIKIBRAND FOCUS STRATEGY LANGUAGE AND OUTREACH INCENTIVES AND MOTIVATIONS RULES AND GUIDELINES EXECUTION TOOLS AND PLATFORMS TECHNOLOGY WIKIBRANDS: A FIVE PART BOOK PART 3: THE FLIRT MODEL – BUILDING A WIKIBRAND
- 7. FOCUS “The strategic imperatives of your engagement efforts, in which you also determine the specific areas, depth, scale and exclusivity of collaboration you want to achieve with your intended community” First step: Answer these questions: Why are we doing this? What are the key strategies for achieving value? Next steps: Understand the strategic guardrails that guide wikibrand development Business Objectives and Goals Member/Customer Values, Lifestyles and Desires Brand Community Idea and Purpose Organization, Culture and Resources WIKIBRANDS: A FIVE PART BOOK PART 3: THE FLIRT MODEL – BUILDING A WIKIBRAND
- 9. Have a Belief System, Develop a Common Voice and Rally Around It
- 10. Listen to People and Acknowledge What They Have to Say
- 11. Establish a Humanizing Tome
- 12. Embrace your Role as Ringleader, Facilitator, and Expert
- 13. Demonstrate Authenticity, Humility and Transparency
- 14. Feed the PersonalityDON’T FORGET: Surprise People ... And Tell Stories: This keeps customers engaged! WIKIBRANDS: A FIVE PART BOOK PART 3: THE FLIRT MODEL – BUILDING A WIKIBRAND
- 17. EXPOSURE – more opportunity and motivation
- 18. CREDIBILITY – perceived to be better informed
- 19. SUASION – can convince with their likability and passionWIKIBRANDS: A FIVE PART BOOK PART 3: THE FLIRT MODEL – BUILDING A WIKIBRAND
- 22. Legal and Ethical terms
- 23. OwnershipWIKIBRANDS: A FIVE PART BOOK PART 3: THE FLIRT MODEL – BUILDING A WIKIBRAND
- 25. Affiliated Communities help build reach (Microblogging, Social Networks, etc)WIKIBRANDS: A FIVE PART BOOK PART 3: THE FLIRT MODEL – BUILDING A WIKIBRAND
- 26. COMMUNITY DEVELOPMENT: 4 Stages INTERNALIZING COMMUNITY: Internal Advocates COMMUNITY MANAGEMENT: Building a Civilization MEASUREMENT AND METRICS: Social Media is a Commitment WIKIBRANDS: A FIVE PART BOOK PART 4: INCUBATING YOUR WIKIBRAND COMMUNITY
- 27. Technology makes it easier for people to build their personal brand. A consistent message across all platforms is still key when presenting your personal brand. WIKIBRANDS: A FIVE PART BOOK PART 5: BEYOND THE CORPORATION
- 28. HOW DID WE GET TO WIKIBRANDS? 1 WHY IS IT IMPORTANT? 2 HOW CAN I BUILD IT? 3 HOW CAN I MAINTAIN IT? 4 WHAT ABOUT ME? 5 WIKIBRANDS: A FIVE PART BOOK SUMMARY
- 29. Sites of the Social: YouTube and Flickr Prosumers User Generated Media and Advertising CUSTOMER and CONTENT are King! Wikinomics Wikibrands WEEK 9: SITES OF THE SOCIAL - PART 2 SUMMARY
Editor's Notes
- No longer about talking AT your customer, but WITH your customerAs time, attention, trust declined throughout time and product choice and media clutter increased .. The control has shifted from the market to the customer
- LululemonLegoTrip AdvisorTech Companies usually have strong forums that provide customer service to other users (SAP Labs)Evoke feelings of “yes, they get me’ and “finally they are listening to me”Some benefits can be planned or explained – its wildfire ...mentos coke fountain geysers
- Open sourcing initiativesMoving away from communications genius that ruled the marketing hallways toward an importance of experience management (starbucks)5. External .. Less about flashy positioning statements and more about ensuring a clean house internally to portray to your clients .. Should guide your recruitment policy performance management (Van City ... Broadcast their values as heart characteristics versus a form of strategic campaign)6. Not listening and staying tuned in to what clients are saying is biggest sin for not building a collaborative business
- Business Objectives – can be adopted from company values, mission statementsMake sure customers understand the purpose of your community and what they get out of itCan you build emotional and rational interest in your propostionCulture of internal advocacy?
- Listen to People and Acknowledge what they have to say ( whole foods. Very high ratio of replies to and retweets of cutomer versus promo messageTransparenecy ... Baby wearing moms and motrinSURPRISE PEOPLE! T Mobile Flash Mob
- Brand Fans do it for themselves ... Not you!Intrinsic =may identify with a value inherent in the brand Extrinsic = external pressures or influences motivate individuals to embrace the brand Explicit = people participate for tangible rewards ie: my coke rewardInfluencers: tastemaker, trendspotter, opinion leader, expert/mave, grassroots celeb, social ringleader
- Many different examples of tools included within the book ... The tools should be chosen so that they match strategy and executional elements
- Conception, Birth, Adolescense, Adulthood – different management and sophistication is requiredZappos – A super engaged work forceRole of Community Manager, Responsibilities ... interconnectedness within the firm so that the organization is a wiki organization through and through (customer driven)ROI is a campaign metric, social media is a commitment. Whats the ROI of your telephone? Whats the ROI of putting your pants on in the morning? You know there is value, and you’re in trouble if you dont do it, but its hard to quantify” Scott Monty head of social media Ford