The document discusses a presentation on reinventing organizations for a connected, fast-changing world through building a "digital genome" and discusses Wikibrands as a way for organizations to engage customers through social media. Several trends impacting digital engagement over the next few years are identified, including a focus on experience, entertainment, curation, connection, and innovation. Measurement of social media efforts and balancing strategic objectives with incentives, resources, and culture are also covered.

1. Wikibrands II
Reinventing the Future of Your
Organization in a Connected, Fast-
Changing World ..Building the
Digital Genome
SMC Seattle
February 28, 2012
Wikibrands - Reinventing Your Organization in a Customer-Driven
Marketplace

2. #wikibrands
#SMCSea
@seanmoffitt
@wikibrands
@smcseattle

3. Let’s admit it , sequels usually suck…

4. Evidence to the Contrary
- 8 out of top 10 grossing
movies from last year were
sequels
- New content important to
your future “foresight” – we
have split the social/digital
genome
- Some terrific Seattle news…

5. I’ve become the
new COO/CMO for
the newest
National Hockey
League team
The
“
Seattle
Ventis”

6. Wikibrands – Tale of The Tape
• 137th presentation
• 8 languages
• 11 Countries
• Now 13 months later…

7. Validation
• Increasing maturation of social
• Social business > media
• Hollowing out of marketing and
agencies
• Digital prioritization externally
• Mobile as transformative force

8. Concern
• Content laziness
• Social as an algorithm
• Monetization ruins the
party - privacy and closed
networks
• New technology catch up

9. Surprises
• Resiliency of Facebook
and Apple
• Google + as an Upstart
• Tabletization of the world
• Corporate lip service

10. WIKIBRANDS REDUX

11. #1. Wikibrands Win

12. #2 Get FLIRT y

13. #2. Roadmap for Building a Wikibrand
• Focus
 Top 3 Benefits/Balance Four Legs/ Passes 4 Second Mom Test
• Language/Content
 50 Posts/Editorial Schedule/Hits Frequency Hits Variety Thresholds
• Incentives/Outreach
 Top 5 Incentives/Top 100-10,000 Fans
• Rules/Guidelines/Training
 Existence of Policy/Governance/Triage/Training/Top 10 Scenarios
• Tools and Platforms
 Approach to Top 15 Tools/Integrated Home Game/First Mover Advantage

15. #3 Need to Get the 4 Strategic Legs Right
Business/ Organization
Sponsorship Objectives Incentives
Vision Resources
Revenue
Talent
Marketplace
No Relevance Culture
Partners
Values Process
No Execution No Direction
Positioning Needs/Wants
Benefits No Capability Experience
Product/Service
Advocacy
Support Media
Brand Community Customer
Attention

16. Strong social content requiring discipline, focus
passion and humility

17. #4 The Four F Words of Digital Media
- Search Engine Exposure/Traffic
- Awareness/recognition
Get Found - Visibility
- Market education
- Improved Perception/PR
Get Fame - Grassroots credibility/affinity
- Pass along/viralness
- Thought leadership
- Leads/Revenues/Funding
Get Fans -
-
Online community/ambassadors
Word of mouth/referral
- User generated content/support
- Dialogue & Conversation
Get Feedback - Ideas and innovation
- Competitive Intelligence
- Reviews/ratings/ testing

19. #5 Ideas and People Trump Technology
#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 with its audience
#7 Incentives for referral
#8 Strong process
#9 Creative/design used
#10 Tools used /platforms built
Source: Agent Wildfire Buzz Report 2011

20. In the Trenches – the 7 Golden Rules of Social
#6. It’s The Way You Do It
Be:
Reciprocal
Ethical
Human
Awesome
Helpful
Authentic
Social

21. Content Quality vs. Quantity vs. Variety

22. #7 It’s What You Do – 76 Different Types of
Online Conversation – Mix Them Up
Acknowledge Promote Enquiry Service
- Acknowledge receipt - Advertise - Ask a question -Answer a
of something something - Respond to question
- Issue an apology - Provide a criticism - Solicit comments
- Project update/status discount/offer - Start a poll - Provide
- Declare an official - Promote a - Post a quiz education/how-
announcement contest/race tos/tutorials
- Promote giveaways - Resolve issue
- Call for action - Provide links to
- Invite to an event additional
- Put out a wanted resources
ad - Reviews and
- Post a case study advice
- “Compare or - Checklists or
contrast” review cheat sheets
post - Share data and
- Launch a stats
product/feature

23. #7 – It’s What You Do - 76 Different Types
of Online Conversation – Loosen Up
News Broadcast Expression Commune
- Publish a latest news - Distribute media - Express agreement - Give a shout out
post - Share links - Express criticism - Offer a greeting
- Augment a previous - Share video/pics - Express support - Rally support
post - Post a challenge - Express surprise - Recruit people
- Give a heads up - Start a debate - Make a joke - Solicit help
- Make a suggestion - Post interviews - Offer an opinion - Celebrate a
- Make an observation - Share teaser to - Show dismay milestone
- Provide “best of” list forthcoming news - Story telling - Dialogue with
- Announce winners - Post presentations - Create a other people
- Share latest research - Stream fun/parody post - Profile a fan
- Celebrate a milestone webinar/screencast - Issue Controversy - What others are
- Share latest - Automated plug-in - Post trivia saying
reports/findings posts -Share Infographic - Disclose personal
- Event recap posts - Post long-form information
- Curated archives of editorial - Share influencer’s
past wk./mth./year - Predict trends posts
- Back story coverage - Personal anecdotes - Guest posts

24. #8 - CONTENT FREQUENCY –
If the Customer is King, then Content is Queen
Activity per Great Good Minimum
Month
Blog Posts 30+ 15 8
Tweets 400 200 100
Facebook Posts 180 60 30
Video 12 4 1
Email 8 4 1

25. #9 …AND DIGITAL ENGAGEMENT IS ABOUT
TELLING, SHARING & BUILDING STORIES.
http://stories.twitter.com/ http://stories.facebook.com/

26. MILCC is Good

27. #10 Roadmap for Maintain a Wikibrand
• Measurement/Monitoring/Insight
 Engagement/Valence > Scale, Dashboard, 20/40/40 rule
• Internalizing Success
 Celebrate Milestones, Share Stories, Guest Contributors
• Life Stage Management
 Report monthly/Experiment quarterly/Plan Biannually
• Community Management
 Existence of Policy/Governance/Triage/Training/Top 10 Scenarios
• Culture Change
 Digital engagement – Top 5, Executive Championship, Employee %

28. #11 Digital Deafness, Muteness and Blindness
are #1,2 and #6 biggest sins
Source: Agent Wildfire 2010 Buzz Report

29. There is no silver bullet to
measurement

30. Three Types of Measurement Questions
Resistance Questions
Business Questions
Analysis Questions

31. #12 The Jeremy Lin Measurement Axiom
- The more you use it, the more you prove it

32. #12 Measurement - You Need to Roll Your Own
Social Media Benefits – Risks
Value = ----------------------
(vs. objective) Cost

33. A MILD
ADMONISHMENT

34. Social Media Needs To Grow Up
The Evolution of Engagement/Social
1998-2001 2002-2004 2005-2006 2007-2008 2009-2011 2012- ???
What is it? Should we How do How do we
do it? we test it? make it core?

35. A caveat ahead of time...
“We are horrible at this”

36. Are you digitally buff?

37. Are You Digitally Buff?
Offence
• Content/Campaigns
• Social media/networks
• Influencer outreach/paid media
Midfield
• SEO/search marketing
• Community
management/moderation
• Mobile/Apps
Defence
• Metrics/Analytics
• Org. Integration/Culture
• User experience/design
• CRM/eCommerce
• Hosting/platform software

38. Really?
“What’s the ROI of putting on your
pants every morning?”
Scott Monty, Ford Head of Social Media

39. Proportion and Expectations?

42. “Baseball thinking is medieval, they are
asking all the wrong questions…
Using stats to reread them, we'll find the value
of players that nobody else can see. Because
everyone else in baseball under values them.
Like an island of misfit toys.”

43. The communication, collaboration and social
media underrated list:
➷Content
➷Community
➷Insight
➷Influence

44. The communication, collaboration and social
media overrated list:
➹Consistency
➹Satisfaction
➹Fans/Followers

45. Let’s be honest, we need to change and
get better…

46. “It is not the strongest of
the species that survive,
nor the most intelligent,
but the one most
responsive to change.”
Charles Darwin

47. FORESIGHT –
MAPPING THE NEXT 4
YEARS

48. I want to map the digital, cultural,
marketing and media genome….let’s
talk about trends that will bite usFord
Head of Social Media

50. Insight and Foresight
VS.

51. The world is a blur I…social

52. The world is a blur II…products.

53. The world is a
blur III…politics.

54. The world is a blur IV…technology.

55. The world is a blur V…internet time?

56. WHO PREDICTED:
• TIM TEBOW
• THE ARTIST
• RIM’s UTTER COLLAPSE
• PINTEREST

57. Warning Signs
 You are reading bad headlines about yourself or companies like you
 Your sales, followers and customer satisfaction scores don’t line up
 People are not spending time with you
 Your followers and comments have plateaued or reversed
 Executives are spending way to much time on the inside/defending
 You are laughing at an innovative competitor
 You are the last brand to join a new network
 You can imagine a different world w/o much friction

58. I am going to spend a long time in the
future…

59. Agent Wildfire/Wikibrand’s
3rd Annual Buzz Report Survey
“My business may not survive over the next 10 years if we
don't act swiftly to technology/digital culture”
69% agree/strongly agree

60. The Business Genome
approach meets Social, Digital,
Local, Marketing, Media

61. Implication to a to
Implications Digital/Social Media Practitioner
• More strategic impact
• Bigger dent on culture
• Stronger initiatives
• Better communities
• Longer sustainability
• Better use of technology/superior Content

63. The Top 13 Trends That Will Change Your Digital
Life

64. The Top 13 Trends That Will Change Your Digital
Life

65. 1. Experience – Friction-Free Awesomeness

66. 2. Entertainment – Lovely Looking, Casual and Social

67. 3. Curation – Beautiful, Wall-able, Visual Filter

68. 4. Connection– Accessible, Contextual, Always On

69. 5. Innovation – Blurring the Line Between Real and Virtual

70. 6. Speed – Faster, Responsive,Chaotic, Predictive

71. 7. Efficiency – Real Time, Action-driven, Effortless, More w/ Less

72. 8. Freedom – Untethered, Uncommitted, Flexibility

73. 9. Customization – Where I Want It, When I Want It, How I Want It, Now

74. 10. Collaboration – No Longer Play, Solving Problems, Impacting Lives

75. 11. Authenticity – Genuine, Real Deal Stuff

76. 12. Value – Net Zero Game Demand Leaner and Flexibility

77. 13. Globalization – Border Free and Going East

78. CounterTrends – Follow the Money, Privacy and Overload

79. Moneyball Knows II
Reframing the Game
“Your goal shouldn't be
to buy players. Your goal
should be to buy wins. In
order buy wins, you need
to buy runs.”
Takeaway:
- See past the tool and tactic
- Don’t try to solve existing problems, look
beyond for solutions and content

80. Where will we be…

81. Q&A
Contact us:
Twitter: sean@wiki-brands.com
@wikibrands @seanmoffitt