The document discusses the importance of customer engagement and participation (wikibrands) in today's marketplace. Some key points: 1) Engaged brands see 18% higher value while non-engaged brands decrease 6% in value. Customers want brands on their own terms through social media. 2) The focus for business success is now on customer experience. C-Suite priorities are customer service and experience. 3) 80% of online engagement now happens away from the originating website so brands must engage customers elsewhere. However, less than half of businesses have an online customer engagement strategy. 4) Marketing has an opportunity to leverage new customer engagement strategies and tactics to become

2. Business Needs a New Plan

3. What’s left… Operational efficiencies are maximized Companies have been downsized/rightsized multiple times Outsourcing labour is tapped Globalization of markets has been achieved Media clutter is reaching its upper limits Technology has created full access to information, entertainment and peer networks The Customer Experience is What’s Left

5. Social influence

6. Digital engagement

7. Word of mouth

8. Online community

9. Grassroots marketing

10. Connected media

11. Member collaborationEquals success in business

12. Authored by Sean Moffitt and Mike Dover Published by McGraw-Hill (Dec, 2010) Link Twitter: @wikibrands Facebookgroup Wikibrands

13. The Wikibrands Rallying Cry The 12 Key Arguments for Building Your Wikibrand…Tomorrow

14. I. Wikibrands Win

15. “Social” is not media, tools or technology, this is about success in business: Engaged brands drive value +18% Non-engaged brands decrease in value -6% Source: Interbrand 2009 Best Global Brand s report

16. II. Customer Want

17. Don’t be fooled, people want brands in their lives…just on their terms: - 85% of people want companies engaging with their customers in social media - 56% of people feel a stronger connection with those companies they interact with in social media - Twitterers are three times more likely to embrace brands than average population Source: Infogroup/ORC/Edison Research

18. III. What the C-Suite Wants

19. C-Suite Interest – The CEO's #2 and #3 priorities are customer service and experience; advertising and promotion rank #12 and #14. To quote and repurpose James Carville, social business and social media is about the customer, stupid. Source: Microsoft Roundtable Study

20. IV. Where Engagement Now Happens

21. Shifting Conversations – just four years ago, 80% of online engagement happened on the originating website, now 80% happens away from the originating website. Now, to be noticed and talked about, you need to reach “out there” to be relevant. Source: Hubspot , 2007-2010 study

22. V. Chaos

23. Lack of Focus - Less than half of businesses have articulated a strategy for online customer engagement. 78% don't have an employee policy for use of social media. Source: Business.com and Manpower

24. VI. A Knowledge Gap

25. Knowledge Gap: We lag our customers at understanding the rules and tools of playing this new game. 71% of marketers are less/only equally familiar with the use of social media tools than their customers. Source: Commotion Study

26. VII. The Agency Gap

27. Agencies aren't Delivering the Goods - 82% of executives and managers believe their agencies need to radically transform themselves to adapt more competitively to this wikibrandworld.

28. VIII. A Media Gap

29. People spend 25% of media time online, it gets only 12% of the budget. Online Canadians are spending 18 hours online each week (higher than TV). We’re spending 82% more time on social networks than last year. Source: eMarketer/Ipsos Reid/Nielsen

30. IX. Key Ingredients

32. A Strategic Focus

33. A Customer Focus

34. Supporting Corp. Culture

35. MeasurementA majority of business fail in social spheres attributable to these reasons. Source: Agent Wildfire, The 2010 Buzz Report

36. X. Finally, A Tipping Point

37. Current Relevance – The top CMO initiative this year, for the first time, is investing in digital marketing programs. 84% expect to spend more in money and resources this year in online customer engagement programs. Source: 2010 CMO Council/Agent Wildfire’s 2010 Buzz Report

38. XI. Collaboration changes everything Wikibrands

39. Marketing has had a gift drop in their lap: Marketing/brand management is the lead function in charge of customer engagement/online advocacy programs. 66% believe the "marketer" will become much more important within a corporation by leveraging new customer engagement strategies and tactics. 67% believe mass customer collaboration will radically change everything we do in marketing and sales. Source: Agent Wildfire’s 2010 Buzz Report

40. XII. The Value of Customer Contribution

41. Fans and Evangelists can provide amazing value: Advocacy – engaged customers are 82% more likely to recommend brands than customers Content – 68% of people believe customer-created ads are more customer-friendly/58% believe they are more creative than agency-created ads Support – self service customer and peer-to-peer forums can be 48 times cheaper than contact centres Perception – 89% of people believe engaged brands are truly concerned with what they have to say Source: AMA/Forrester/Communispace

42. We know this world cold

43. We live this stuff everyday…

45. Head of Marketing or Communications

46. Senior company executives

47. Head of mid-sized companies/start-ups

48. Product developers

49. Heads of innovation/research/strategy

50. Change agents

52. Non-Traditional, Grassroots Planning

53. Brand Story and Lingo Development

54. Social Innovation Development Programs

55. Content, Listening, Governance Infrastructure

56. Implementation Support