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Wikibrands, WikiCareers Ge/ng Ahead in a Connected, Engaged Marketplace
Calgary January 24, 2013
Wikibrands -‐ Reinven/ng Your Organiza/on in a Customer-‐Driven Marketplace
h?p://www.slideshare.net/
agentwildfire/
#wikibrands
@seanmoffi? @wikibrands
Five Core Messages
“Be Strategic – 12 Ingredients”
“More than just social media -‐ Get Digitally Buff”
“The world is a blur – Stay Up to Speed”
“Build an awesome brand/Find your awesome job-‐ Get Networked”
“Be Passionate -‐ Do Something”
#1 The World is a Blur
“It is not the strongest of the species that survive, nor the most intelligent,
but the one most responsive to change.”
Charles Darwin
2008 2012 2016*
Mobile Subscrip/ons s 4 Billion 6 Billion 9 billion Mobile Data 0.1 Billion 1.5 Billion 4.5 Billion Facebook users 0.1 Billion 1.0 Billion 1.5 Billion Internet Video 654 PB/mth 16,880 PB/mth 45,280 PB/mth
Olympic – Tweets 0.2 Million 150 million 4,500 million
-‐ Athletes A Handful 2,000 10,500
* Es/mates Sources: Ericcson, Cisco, ATOS, Twi?er 1 PB = 250,000 DVDs
Mobile, Social and Video Has Mainstreamed
î The average lifespan of a company is 15 years and dropping quickly… î The average amount of jobs you will have by 42 is ten. ì Life expectancy is now 81 years old.
Source: US Department of Labour/Yale S&P Study/StatsCan
Change is Affec/ng Every Sector
#1 Educa/on ($3 Trillion)
#2 Health Care ($4 Trillion)
#3 Entertainment ($0.7 Trillion)
#4 Media ($0.8 Trillion)
#5 Finance ($7 Trillion)
#6 Energy ($6 Trillion)
* Source: Drap results from Wikibrands 4th Annual Global Buzz Report
The world is a blur …mobile culture
The world is a blur …socializa/on of everything
CEO’s Biggest Challenges
We don’t have the answers….yet
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8 9 7 6
15 16 14
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ExperienceEntertainmentCurationConnectionInnovationSpeedEfficiency
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FreedomCustomizationCollaborationAuthenticityValueGlobalization
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78 79 82 83 84 81 80
96 97 100 101 102
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99 98 87 88 86 103 92 90 89 95 93
69 70 68 73 74 72 71 77 76 75
91 94
Original graph crafted by Blinds.com
114 115 116 105 106 104 110 108 107 113 111 109 112
2
85
PERIODIC TABLE OF MARKETING ELEMENTS
114 115 116 105 106 104 110 108 107 113 111 109 112
What Tomorrow’s Customers Want
II. Are you digitally buff?
The Full Digital Playing Field..not just Facebook Offence • Content/Campaigns • Social media/networks • Influencer outreach/paid media
Midfield • SEO/search marke/ng • Community management/engagement/modera/on • Mobile/Apps
Defence • Metrics/Analy/cs • Org. Integra/on/Culture • User experience/design • CRM/eCommerce/Fundraising • Hos/ng/plauorm sopware
3. Gevng Strategic
THE WIKIBRAND 12 FACTORS – FLIRT/MILCC
• Focus/Strategy • Language, Content, Outreach
• Incen/ves/Mo/va/ons • Rules, Guidelines, Rituals • Tools & Plauorms
• Ideas That Spread
• Measurement/Metrics
• Internalizing Success • Life Stage Management • Community Management
• Culture
• Listening
A Buff Mind GeNng the Strategy and Plan
Right -‐ Focus/Strategy
-‐ Ideas That Spread -‐ Rules/Guidelines/Rituals -‐ Life Stage Management
#1 Focus -‐ Star/ng with the Y’s “Why”
BALANCE FOUR FACTORS OrganizaPon Business/
Sponsorship
Brand Customer
No Relevance
No Capability
No DirecPon No ExecuPon
ObjecPves Vision Resources
Talent Culture
IncenPves
Process
Needs/Wants
Experience
Advocacy Media
Revenue
Partners Values
Marketplace
PosiPoning
Community
Benefits Product/Service
Support
A[enPon
Evangelism (promotion)
Escape
Effiliation Experience (product)
Exchange (price)
Equity Entimate
Esthetics Entegrity Exposed
(place) Education
Ennovative Entertainment
Company-driven User-driven
Basic Drivers
Advanced Drivers
Premium Drivers
Mission Drivers
Forget the 4Ps… Embrace the Wikibrand 13Es
Would you recommend my brand to a friend or colleague?
Well would you?
ObjecTves – Vision – “Change the Face of Men’s Health”
Brand – “Bring back the retro icon of the moustache to visibly support cause”
OrganizaTonal Culture – “If it’s awesome they will use it, if it’s awesome they will talk about it.”
Movember – Energizing and Focusing a Community -‐ -‐
-‐ $125MM raised in 2011 -‐ 850k par/cipants -‐ 10 /mes more social presence -‐ 3 /mes more dona/ons, healthy amount via Facebook
Top 10 Ranked Word of Mouth Elements Great ideas that spread are rare and valuable
#1 ConversaPon Worthy Idea/Concept
#2 Great Product/Brand
#3 Customer Experience provided
#4 The Audience who ParPcipates
#5 Culture/employees of a Company
#6 Method in which it interacts w/ its audience
#7 Incen/ves for referral
#8 Strong process
#9 Crea/ve/design used
#10 Tools/technology pla_orms built Source: Wikibrands Buzz Report
II. Big Ideas That Travel
YMCA Intranet key.ymca.ca Resources & Presenta/ons
-‐ 94 Pages of Digital Goodness
-‐ Guidelines
-‐ Online Brand Values
-‐ Dos and Don’ts
-‐ Best Prac/ces
-‐ Decision Tree and Q&A
-‐ Top 150 Suppor/ng Websites
III. Rules and Governance -‐ Rules, Guidelines & Survival Guide -‐
What Causes Big Digital Blowups…Plan Ahead
Source: Al/meter 0 2 4 6 8 10 12 14 16
#12 -‐ Inappropriate Online Response #10 -‐ Failure to Act Quickly #11 -‐ Lack of Fact Checking #8 -‐ Community Censorship
#9 -‐NGO A[ack #6 -‐ Astroturfing/Lieing
#7 -‐ ViolaPon of Legal Guidelines #5 -‐ Inappropriate Content
#4 -‐Rogue Employees #3 -‐ ViolaPon of Ethical Guidelines
#2 -‐ Poor Influencer RelaPons #1 -‐ Exposure of Poor Experience
Incidence
IV. The 2-3 Year Life Stage of a Connected Community
Fresh produced content Highlight contribution
Incentives pitched Networked
Seeded audience
Milestone achievement User generated content Incentives materialized
Mass supported Expected cycle of activity
Expansion
Broadened focus Company culture change
Self-governance Tiered membership
A Buff Body TacTcs for Sustainability
-‐ Language, Content, Outreach -‐ IncenTves, MoTvaTons
-‐ Tools and PlaXorms -‐ Measurement and Metrics
V. The Language and Tone of a Connected Engaged Brand
Reciprocal Ethical Human Awesome Helpful Authen/c Social
Content Quality vs. Quan/ty vs. Variety
CONTENT QUALITY – Shoot it, Visualize It, Provoke It, List It, Link It, Friend It, Say It
The age of infographics…
CONTENT FREQUENCY – If the Customer is King, then Content is Queen
AcPvity per Month
Great Good Minimum
Blog Posts 30+ 12 5
Tweets 400 200 100
Facebook Posts
60 30 15
Video 8 4 1
Email 8 4 1
VI. INCENTIVES & MOTIVATIONS “what’s in it for me?”
Fun & enjoyment (#1) Crea/vity Group effort/achievement
Three Reasons Why People Join Anything
The Feel Goods – “How do I idenTfy with, help the community?”
The Look Goods -‐ “How do I appear to
others?”
The Get Somethings -‐ “What is my direct, tangible reward?”
RecogniPon by company (#1) Access to exclusive resources Ability to join VIP circle
InvitaPon to Events (#1) 3rd party incen/ves Customized/personalized treatment
Kiva – Leveraging Intrinsic, Extrinsic and Explicit Rewards
75 employees, $250 million in loans, 1 million people in Kiva Community, 20k Lending teams, 435k on Twi?er, 140k on Facebook, Number of Loans per Kiva lender 7.3
OUTREACH -‐ Who/where and why are the ambassadors? Influencers? True fans?
OUTREACH – Some of these people are not like the others
Outreach -‐ lululemon – Ambassadors who buy in
-‐ 60 Elite Ambassadors
-‐ 4,000 employees and local ambassadors across 140 stores
-‐ 35,000 R&D par/cipants
-‐ $1,700 revenue per square foot
Two-‐Step Influence – Involve then Ask
VII. Tools and Plauorms Have a Home, Neutral and Away Game
Home: Website Email/Blog
Database/Community Forums
Away: Social Networks Sharing Sites Other Blogs Influencers
Neutral: Brand Pages
Employee Profiles RSS Feed Facebook
#1 #2 #3 #4 #5
#6 #7 #8 #9 #10
#11 #12 #13 #14 #15
#16 #17 #18 #19 #20
Plauorms on the Rise and The Fall for Business Use
* Source: Drap results from Wikibrands 4th Annual Global Buzz Report
Fast Risers Dropping Fast
#1 #2 #3 #4
Social Media Customer-‐Driven New Jersey Devils Mission Control
VIII. Measurement, Metrics and the pursuit of ROI:
There is no silver bullet to measurement
The Jeremy Lin ROI Measurement Axiom -‐ The more you use it, the more you prove it
A Buff Spirit GeNng the Smell of The Place Right
-‐ Culture and Leadership -‐ Internalizing Success
-‐ Community Management -‐ Listening
MASS ERA DIRECT ERA
INFLUENCE/WIKIBRANDS ERA
IX. Culture and Leadership A Culture Change is Required
Control Hype Decisions Features
Collabora/on Transparency Dialogue Purpose
#1 The Need for Authen/city and Transparency -‐ 42% #2 The rise of social networks -‐ 38% #3 Increasing role of wireless/mobile -‐ 35% #4 Customers/people waning a?en/on spans -‐ 25% #5 Media fragmenta/on -‐ 22% #6 Change in mass marke/ng effec/veness -‐ 20%
Agent Wildfire -‐The Buzz Report, April 2011
We want the real thing…
The CEO Topspin – The Peters and Deborahs Get It
• 82% of people trust a company more who has a CEO involved in social media
• 94% believe it leads to a be?er brand image
• 78% believe it leads to be?er communica/on
Source: Brandfog
Livestrong Leadership Leads
X -‐ Internalizing Success -‐ Get Employees on the Bus…
Charity Water’s Employees Celebrate Their Funders on YouTube
XI. COMMUNITY MANAGEMENT “who will lead the conversa/on?”
You Can Keep Anybody Happy Ini/ally, How Do You Get Them To Stay in Love
1. Communica/on 2. Content Crea/on 3. Company/brand evangelism 4. Member/Customer support 5. Ongoing Facilita/on 6. Metrics Repor/ng 7. Event Host 8. Community Evolu/on/Feature Development 9. Internal Rallying Cry 10. Community Administra/on 11. Member Recruitment/Crowdsourcing
Top Tasks of Community Managers
Source: Agent Wildfire 2011 Community Management Survey
XII. LISTENING SYSTEM “what’s being said? Where are they saying it? How does that affect us? Do they know we’re listening?”
The Biggest Wikibranding Sins -‐ Social and Digital Deafness is Tops-‐
Source: Agent Wildfire 2011 Buzz Report
A ba?ery of listening tools…
#4 Be Passionate – Do Something
“A company's customer advocacy leader needs to be a frequent and very acPve parPcipant in the social networking space” – 91% agree
Please list the top 3 traits of interviewees who are consistently hired.
• InquisiPve/eclecPc experience • Business savvy • Outgoing/moPvated • Effort and courage to stand out from the pack • Innova/ve • Concise/concrete examples of skills • Thank you note/personable
#5 Some WikiCareer Advice – Get Networked
“In a connected world, power shirs to those best able to connect.” Dov Seidman
The Power of a Network…
It is the dominant factor in obesity, smoking, loneliness, happiness, op/mism, generosity, your
career and business health
I. THE RESUME
“What would you consider to be the number one asset on a resume for new hires out of school? “
#1 Industry Related Work Experience 41% #2 Track record of Accomplishments 35% #3 Variety of interests/passions 7% Special Sauce: Though_ulness, good reasons for applying Demonstrated passion for my business Well-‐researched pitch
II. GETTING IN THE DOOR…
How do the majority of new hires get made at your company? Please choose the 3 top opTons:
#1 Referrals #2 Internship/Coop Programs #3 Online job recruitment sites #4 Serendipity – right person, right Pme #5 Social/digital media awareness #6 Volunteer/collabora/ve involvement
III. BECOMING DIGITALLY A SOMEBODY…
What social spaces should new hires be engaged in to a_ract posiTve online a_enTon? (max. 3 choices)
• LinkedIn 90%
• Personal Blog 69%
• Twi?er 65% * Nega/ve stuff on Facebook
IV. THE INTERVIEW…FOR SOME DREADED
What is your biggest pet peeve with interviewing new hire job applicants?
#1 Being Unprepared #2 Candidate Arrogance #3 Dissing Old Employers/Managers #4 Not Answering Ques/ons
#5 Not Asking QuesPons
What quesTon do new hire candidates "trip up" on most frequently?
#1 Why did you apply for our company? #2 What is your biggest opportunity/weakness? #3 What skills do you have that would make you valuable for this job?
#4 Are there any ques/ons you have about role/company?
Please list the top 3 traits of interviewees who are consistently hired.
• InquisiPve/eclecPc experience • Business savvy • Outgoing/moPvated • Effort and courage to stand out from the pack • Innova/ve • Concise/concrete examples of skills • Thank you note/personable
IV. THE EVALUATION
What are the top skills you are looking for in new hires out of school? Please select your top 3.
#1 CommunicaPon skills #2 Enthusiasm/perseverance #3 Interpersonal skills #4 Fit with company culture/values #5 Crea/vity/Innova/on
Make Your Content Sing
• Network like crazy-‐ build a weak /e network, get out of comfort zone • Get social network deep -‐ LinkedIn/Wordpress/Twi?er/Facebook/YouTube/Slideshare/Google+
• Be on Facebook, don’t be too drunk on Facebook
• Show your passion, for something – bake it into your job/internship/spare /me
Career/Interviewing Advice
• Reinvent the Resume (Resume 2.0)
• Volunteer for something good /a?end events
• Be vigilant on follow up
• Don’t take first job beneath you
Career/Interviewing Advice
• Meet one new senior person every month
• Take a design/web course – Adobe, Wordpress, HTML/PHP, video edi/ng – try Lynda.com • Be different – bring a poruolio, a plan, wear something different, strike a bargain
• If failing, let it hang out, show your passion
Career/Interviewing Advice
Five Core Messages
“Be Strategic”
“Get Digitally Buff”
“Stay Up to Speed”
“Get Networked”
“Be Passionate/Do Something”
Where will we be…
Because 894 goals and 310 sweat-‐soaked pages can’t be wrong
"Skate to where the puck is going,
not to where it is."
Q&A, Debate, Confessions?
Email LinkedIn: Twi?er: Facebook:
Stay Connected… sean@wiki-‐brands.com ca.linkedin.com/in/moffi?sean @seanmoffi? @wikibrands h?ps://www.facebook.com/seanmoffi?17
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