wikibrands, wikisponsorships - reinventing your properties in a fan-driven marketplace
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Keynote presentation by Sean Moffitt to the Sponsorship Marketing Council of Canada (SMCC) - April 7th, 2011TRANSCRIPT
Wikibrands/WikiSponsorships - Managing Your Properties in a Fan-Driven Marketplace
-April 2011
Sponsorship Marketing Council@wikibrandsSean Moffitt @seanmoffitt
Who is Sean Moffitt….Just A Blonde Guy With a Cause
Day Job – President, Agent Wilidfire
Weekends, Chief Sherpa, Generation Go
Night Job – Author, Agent Wildfire
Published by McGraw-Hill (2011 Launch)
Twitter: @wikibrands
Facebook page: Wikibrands
Website: www.Wiki-Brands.com
¼ Wake up Call¼ Strategy Guide
¼ Executional Road Map¼ Continuing Reference
Our Humble Contribution - Wikibrands
Forget social media…
…we need social business
Wikibrands - The new currency for today’s marketplace:
- Customer participation- Social influence- Digital engagement- Word of mouth- Online community- Grassroots marketing- Connected media- Member collaboration- Awesome content
Equalssuccess in business
We searched far and wide to come up with a fresh argument for social business
Wikibrands – A Business Manifesto Made in Canada…
"Skate to where the puck
is going, not to where it
is."
Great Brands Are Like Great Sports Teams…
Turning Users, Customers andConsumers
Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters
Into Community Members, Advocates, Ambassadors
and Evangelists
Thinktank/Sounding
Board
Scout/MysteryShopper
AdvisoryCouncil/Cause
Torchbearer
SeededAdopter/
Beta Tester
Customer
User
Consumer
Collaborator/Producer
Evangelist/Ambassador/
Advocate
CommunityMember/VIP Insider
Brand Fan
What if you treated customers like fans?
In the Year 3000…bold prediction
“YouTube, Twitter and Facebook will merge and be an uber social network
“YouTwitFace”
11
Are You Ready To Become Buzzing,
WikibrandEvangelists?
The Tug of the Crowd
The Challenge Today- The Current Environment
- Powerful Benefits/Examples
- 10 Essentials for Being Not Just Good but Awesome FLIRT Model
- 25 Things to Take Back to the Office
- Q & A
The Awesome – Leo Messi
The Bad – NY Islanders
Why Now?The 9 arguments for WikibrandingSocial/Collaboration/Engagement
Reason #1 – Business/Brand CultureBusiness Needs to Get Genuine
#1 The Need for Authenticity and Transparency - 42%
#2 The rise of social networks - 38%#3 Increasing role of wireless/mobile - 35%#4 Customers/people waning attention spans - 25%#5 Media fragmentation - 22%#6 Change in mass marketing effectiveness - 20%
Agent Wildfire -The Buzz Report, April 2010
“Something you Buy” “Something you Trust” “Something you Want”
“Something you Prefer” “Something you Love”“Something you
Participate In”
A Premium Brand is Now a Mark of ParticipationReason #1 – Business/Brand Culture
Participation is the New Brand Currency
1.3 Billion Social Networkers GloballyFacebook - 640 million, 130 friends each, 1,000+ fans per pageWikipedia – 265 million readers. 17 million articlesTwitter – 190 million, 190 followers each (after 2 yrs)LinkedIn – 101 million, 61 friends each, 189 index on post-grad YouTube - 18 million Canadians watch/292 minutes per monthFlickr – 45 million members/5.0 billion photosFoursquare – 6 million/381 million checkinsAmazon – 650 million users annually, $24 billion sales GroupOn – 35 million users annually, $500 milion salesQuora – 600,000 registered users
- Spending 82% more time on social networks than they did last year
Reason #2 – Media ShiftsThe World is Connected and Engaged
Reason #2 – Media ShiftsBusiness is Out Of Step
How we spend our media time:
43% TV
25% Internet
16% Radio
8% Mobile
5% Newspaper
3% Magazine
How business spends their media money:
43% TV
19% Internet
11% Radio
0.5% Mobile
5% Newspaper
3% Magazine
Reason #3 - Customer ExperienceCustomers are in the Driver’s Seat
Executives who believe the Customer
Experience is the new battleground
- 95%
Executives who believe they are
delivering a positive customer experience - 80%
Customers who agree - 8%
Reason #3 - Customer ExperienceWho Knows Better Than Your Customer
Reason #4 – Technology ImpactAnd They Told 385 People and So On
Mobile- 5 billion people have access to Mobile
Video Comes of Age- Video will represent 90% of traffic by 2015
Dependency- 36% of us would rather give up sex than the internet
Agification- Baby Boomers are the New Apped/Networked
Connection- Facebook 130 Friends- Twitter 190 Followers- LinkedIn 65 Colleagues
• iTunes, Craigslist, ZipcarsFreedom
• Nike ID, My Space, Jones Soda Customization
• Amazon, REDScrutiny
• Innocent Drinks, Vans, Trader JoesIntegrity
• John Fluevog, Wikipedia, DoritosCollaboration
• Red Bull, Axe, You TubeEntertainment
• Zara, Calvin Klein, GoogleSpeed
• Nokia, ToyotaInnovation
Reason #5 - Generational InfluenceAn Activist Customer Culture has Taken Over
Reason #6 – Marketing ChallengesBrands Need To Get Noticed and Talked About
Top 8 Value Desirability Drivers
- High Quality- Trustworthy- Good Value- Reliable- Original- Simple- Fun- Leader
Source: Y&R Brand Asset valuator
Top 8 Differentiation Drivers
- Unique- Dynamic- Different- Distinctive- Innovative- Visionary- Daring- Progressive
Food Brands 12Beverages 10Fashion Brands 9Websites/Networks 6Entertainment Brands 6Sports Brands 4Tech/Games 4
The top 50 Facebook Brands
One caveat – Brands and their Properties Have Never been More Important
71% of marketers are less/only equally familiar w/ new media tools than their customers.
Source: Commotion Study/Buzz Report
Reason #7 – Competitive AdvantageBe The First To Do Social Well
78% don't have an employee policy
More than ½ of top firms don’t have a strategy
Musicians/Singers 35Actors 11Talk Show Hosts 8Websites 8Sports 8News Groups 7Web Personality 7Famous for being Famous 5Politics /Politicians 3Brands 1
The Top 100 Twitter Brands
Source: SNCR/Buzz Report
83% of executives believe their agencies need to radically transform be more competitive in a wikibrand world.
Reason #7 – Competitive Advantage Staff Up For The Opportunity
53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort.
Only 14% of companies are proactive in creating external advocates and leveraging them.
C-Suite Interest – The CEO's #2 and #3 priorities are customer service and experience;
Advertising and promotion rank #12 and #14.
Source: Microsoft Roundtable Study
Reason #8 – Economic ReasonPlus it’s what your CEO cares about
Engaged brands drive value +18%
Non-engaged brands decrease in value -6%
Source: Interbrand 2009 Best Global Brand s report
Reason #8 - Economic Reason - Engagement Sells
- Impact of Social Media
- Mobile, Mobile, Mobile
- “Gamification”
- Tribal communities
- Transmedia/Social TV
Reason #9 – The Future of Sponsorships
The Only Sure Thing - Change
Embracing Change
MASS SPONSORSHIPS
DIRECT SPONSORSHIPS
WIKIBRANDSPONSORSHIPS
A Culture Change is Required
Raising a Brand, The Difference Between
Raising a 4 Year Old Parenting an 18 Year Old
Playing By Different RulesRelationship Building > Marketing
Purpose/cause > Features
Expressions > Impressions
Emotion > Eyeballs
Stories > Features
Dialogue > Monologue
Real time > delayed
Brand Advocacy (Marketing)- Word of mouth- Referral/recommendation- Badging- Sales/traffic- Reduction in media budgets
Six Big Wikibrand Benefits
Outreach Award- lululemon – Ambassadors who buy in
Brand Perception (PR)- Awareness/exposure/SEO- Affinity- Empathy/respect- Lead industry conversation
Six Big Wikibrand Benefits
Campbell’s – Purpose –DrivenNourish
Brand Support (Customer service/operations)- Customer service- Education/ advice- Value-add experience- Lead industry conversation
Six Big Wikibrand Benefits
Intuit – the Visionary-Led, BtoB Community Builder
Brand Serendipity (HR/Corporate)- Stories/Inspiration- Corporate social responsibility- Galvanize employees- Traditional media interest
Six Big Wikibrand Benefits
45
Zappos - Wikibranding in their Employee DNA
Brand Content (Media/Customer Experience)- Co-innovation/solutions- User-generated Creative- User-generated content- Reviews/ratings
Six Big Wikibrand Benefits
Content - Threadless – Crowdsourcing your Business
Brand Insight (Research and Innovation)- Idea stimulus- Beta-testing- Market research/polling- Industry/competitive intelligence
Six Big Wikibrand Benefits
Mountain Dewmocracy
If Lubricants, Scissors and Insurance Can Do It, So Can You
The Recipe for Success?
..10 Factors
The FLIRT Model – A Recipe for Wikibrand Success
CULTURE
CULTURE
THE BIGGEST SINS“Don’t be that person”
The Biggest Social Media Sins- Listening, Content and Focus
• Leveraging what we see in conversations
• Initiating discussion and dialogue
• Acquiring people for our community
• Managing our communities
Molson uses LIAM
FOCUS– “Why are we doing this/what are we doing?”
FOCUS– Five Big Axioms
The 4 Legs of the Wikibrand Couch- Bus. Objective/Organization/Brand/Customer
Social/member needs > Company needs
The social customer has 4 seconds…
Focus > Technology
Commitment over Campaign
Hurdles?
The biggest obstacles that continue to exist in implementing wikibrands in your
company/clients?
1. Inability to measure 40%2. Lack of budgets 31%3. No accepted standards/benchmarks 29%4. Fear of loss of control 29%5. Inability for culture to accept 25%6. Technical skills/expertise not in place 23%
Source: Agent Wildfire Buzz Report 2010
Implementation Issue – Lip Service > Action
#3 LANGUAGE, CONTENT & OUTREACH“do I like this/is there enough of this/can I identify with this/do they know me?”
“The Ones Who Create
Ideas”
“The Ones Who Spot & Scout New
Stuff”
“The Ones Who Sell and
Lead Opinions”
“The Ones Who
ProvideCredibility”
“The Ones Who
AttractAttention”
“The Ones Who
Connect & Spread the
Word”
Forget 1,000,00 Fans, Who are Your Top 1,000 Zealots?Seeding the Influencer Curve…at the Right Time
The Twittersphere of Athletes
4. INCENTIVES & MOTIVATIONS“what’s in it for me?”
5. RULES, GUIDELINES & RITUALS“what can/can’t I do here?”
• Experience Facilitation
• Legal & Ethical Concerns
• Employee Policies
• Ownership
• Support, Training and Certification
• Rituals/Customs
Rules - Kodak – Good Empowering Rules
6. TOOLS & PLATFORM“how and where does it work?” A home and away game
Have a Home and Away Game
The Core 10 for a Business
Tool Metaphorical Room Organizational Benefits
1. Facebook - “The Living Room” - Ubiquity, Socialness, Integration2. Twitter - “The Front Porch” - Trends, Viralness, Launches 3. Blog - “The Garden” - News, Comments, Feeds, SEO4. Community Site – “The Pool” - Fans, Deep Engagement5. YouTube - “TV Room” - Entertainment, Previews, Video
Continued…The Top 10 networks
Tool Metaphorical Room Organizational Benefits
6. Flickr - “Gallery” - Photos, Artists, Celebrity7. LinkedIn - “The Office” - BtoB, Deals, Professional Community8. Wiki - “Workshop” - Collaboration, Fan community9 Foursquare – “Driveway” - Location-based, Novelty, Events10. MySpace - “Basement” - Entertainment, Music, Mainstream
7. COMMUNITY MANAGEMENT“who will lead the conversation?”
8. LIFE STAGE OF THE COMMUNITY“when do we need to adapt?”
9. METRICS, MEASUREMENT, INSIGHTS & ROI“what do we measure and look for?”
10. CULTURE & ORGANIZATIONAL CHANGE“how will we be changed?”
Some Great Wikibrands Ideas
Charge/Socialize for the Customer Experience
$0.10/cup $1.50/cup $5.00/cup
Livestrong and Gowalla – Taking Purpose on the Road
User Generated Content Not Played Back
Focus on a Night - World Book Night
Shine The Light on Your Content DevelopersBuild Mass Media into Your Mix
Make Your Digital Stuff Physical and Your Physical Stuff Digital
Purpose Driven Marketing
The Rise of Video – TED Talks- Video Worth Spreading
QR Codes – Support, Content or Insight
Find ing Your Top 1000 Fans
Ideajams
Meanwhile Back at the Office…
15 Ideas
- If you don’t have Rules, get them – follow Kodaks
- Find your top 100/500/1000 fans
- Host a Tweetup/Twitter Chat
- Host an idea jam on how to marry social with your property
- Next event – bring a Twitter wall or live App wall
15 Ideas
- If you don’t have Rules, get them – (follow Kodaks)
- Host a Tweetup/Twitter Chat (Mom Inc)
- Host an idea jam on how to marry social with your property (IBM)
- Next event – bring a Twitter wall or live App wall (Samsung)
- Post your web addresses on all your vehicles (Chevy Cruze)
Samsung SXSW
15 Ideas
- Find your top 100/500/1000 fans (Andrew Bogut Squad 6)
- Certify you social media communicators (Molson)
- Practice speaking human/ban the press release (SF Giants)
- Have a content strategy(the best blogs)- 5 post per week- 10 tweets per day- 1 video per week
- Use a social dashboard (Hootsuite/Tweetdeck/Seesmic)
Andrew Bogut’s Squad 6
San Francisico Giants - Twitter
15 Ideas
- Build an app that genuinely helps your customer (Beck’s Gig Finder)
- Find a local charity, be more than the logo on the poster (numberous)
- Profile a customer per day (Threadless)
- Post your entire employee pool on your website (Zappos)
-Build content strategy for behind the scenes stuff(Livestrong)
Beck’s Gig Finder
YouTube Symphony Orchestra
Toronto’s Digital Charities and Web Causes
The Future?
98
Never Forget – Humans are Hard Wired Social Animals
There is only one thing in the world worse than being talked about, and that is not being talked about.
Oscar Wilde, The Picture of Dorian Grey
In a world of no time, attention and trust…don’t play it safe or follow others
Let’s Start The Conversation…
Inquire: smoffitt (at) agentwildfire.com@seanmoffitt
Phone: 416-255-4500
URL: www.AgentWildfire.com
Join: www.TheInfluencers.ca Blogs: http://BuzzCanuck.typepad.com/
www.spreadslikewildfire.com
Explore: The Buzz Report (e-newsletter)Signup at www.AgentWildfire.com
Learn: Executive WOM Seminars
Published by McGraw-Hill (Jan, 2011)
Twitter:@wikibrands
Facebook page and 6 other social extensions
Become an ambassador
Contact us:[email protected]