The document discusses how companies need to reinvent themselves in a customer-driven marketplace by embracing social media and community engagement. It emphasizes that customers now help shape a company's brand through online reviews and discussions. To succeed, companies must participate authentically in conversations with customers and harness the ideas and content generated by communities. Metrics should focus on the customer experience rather than just marketing activities. Leadership requires community building skills to engage customers as partners in a two-way dialogue.

1. Keep the Conversation Going! Re-inventing your Company in a Customer-Driven Marketplace REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE

3. Key concepts

4. Person of the Year REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE

6. Scientific Exploration

7. Reinventing Journalism: Building Applications with the Guardian © 2009 Anthony D. Williams.

8. Culture Change Required

9. Why Now? Top 5 arguments for Wikibranding Social/Collaboration/Engagement

10. 1 . The Need for Authenticity and Transparency - 42% 2. The rise of social networks - 38% 3. Increasing role of wireless/mobile - 35% 4. Customers waning attention spans - 25% 5. Media fragmentation - 22% 6. Change in mass marketing effectiveness - 20% Agent Wildfire -The Buzz Report, April 2010 #1 Business Models / Culture: The Need to Be Genuine REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE

11. “ Something you Own” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you Participate In” #2 The Changing Brand: Participation is the New Currency

12. “ Brand building today is so different than what it was 50 years ago . 50 years ago you could get a few marketing people in a small room and decide, ‘ this is what our brand will be’, and then spend a lot of money on TV advertising — and that was your brand. Today anyone, whether it is an employee or a customer, if they have a good or bad experience with your company they can blog about it or Twitter about it and it can be seen by millions of people. It’s what they say now that is your brand .” – Tony Hsieh, CEO, Zappos.com Control of Your Brand Changes

14. Engaged brands drive value +18% Non-engaged brands decrease in value -6% #4 Economics: Engagement Sells REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE

15. C-Suite Interest – The CEO's #2 and #3 priorities are customer service and experience; Advertising and promotion rank #12 and #14. #5 It’s what your boss cares about (or should) REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE

17. Six Benefits of Wikibranding 4. Brand Insight 5. Brand Serendipity 6. Brand Support

18. Channeling Tom Sawyer REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE

19. COMMUNITY MANAGEMENT “ who will lead the conversation?”

20. Organization Hurdles #1 - Company culture #2 - Lack of executive/managerial support #3 - Too controlling #4 - Lack of authenticity/genuine engagement #5 - Lack of community leadership #6 - Ineffective measurement #7 - Lack of relevant skills of people involved #8 - No clear purpose #9 - Lack of ongoing strategy/plan #10 - Lack of investment Source: Agent Wildfire 2010 Community Management Survey REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE

21. Organizational Success Factors #1 - The customer/member experience provided Execution #2 - A conversation worthy idea/concept Strategy #3 - Clear objective/mission/value statement Culture #4 - Expert moderation/dialogue management Execution #5 - Great service/responsiveness Execution #6 - A great product/brand Strategy #7 - The quality of the members who participate Execution #8 - The culture of a company Culture #9 - A strong community-building process Execution #10 - Ability to demonstrate value Strategy Source: Agent Wildfire 2010 Community Management Survey REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE

24. Contact Information Mike Dover [email_address] (416) 305-9080 linkedin.com/in/mikedover facebook.com/mike.dover twitter.com/doverd4s REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE Jay Rosales [email_address] (416) 216-1070 linkedin.com/in/jayrosales facebook.com/drakeinternational twitter.com/drakeinternational

25. December 1 st , 2011, 12 pm EST to 12:30 pm EST Practical Guidelines on Implementing a Talent Management System >> Presented by David Dineen, National Manager, Drake Talent Management Solutions Register at http://drake-webinars.com