Wikibrands - Reinventing Your Company in a Customer-Controlled Marketplace -

February 2011Slideshare Zipcast

wwww.wiki-brands.com@wikibrands

Sean Moffitt @seanmoffittMike Dover @doverd4s

Some justified kudos…

Authored by Sean Moffitt and Mike Dover

The Hub – www.wiki-brands.com

Published by McGraw-Hill (Jan, 2011) Link

Twitter:@wikibrands

Facebook groupWikibrands

Who is Sean Moffitt….Just A Blonde Guy With a Cause

Who is Mike Dover….An All-Star with an Attitude

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Are You Ready To Become Buzzing,

WikibrandEvangelists?

Hashtags and Sites

…let’s trend and zip up today

#wikibrands

Slideshare:http://www.slideshare.net/wikibrands

Let’s Have a Grown Up Conversation

1990-2001 2002-2004 2005-2006 2007-2008 2009-2010 2011- ???

Forget social media…

…we need social business

Social media is a dirty word and small …

It cheapens the value of how it can benefit your business

Global media industry $600 billion industryDigital Media $90 billion industrySocial Media $14 billion industry

The real Wikibrands challenge…

How do we reinvent some of these industries?

Global internet industry $ 1 trillion annually

Global education industry $ 2 trillion annually

Global IT and Communications $ 2.6 trillion annually

Global health care industry $ 4 trillion annually

Global energy industry $ 6 trillion annually

Global banking industry $ 7 trillion annually

Business and Brands still Matter….

…but…

• 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

A Demanding and Activist Customer Culture has Taken Over

You can either be a monopoly (lucky), commodity (tough) or a wikibrand

Agreed? The big question then– how do you do it?

Easy for them…

Not so easy for the 82% of us who work in/withfirms with 20+ employees…

Our Challenge?

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

Equalssuccess in business

We searched far and wide to come up with a fresh argument for social business

Our Particular Mission

Published by McGraw-Hill (Jan 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

The Early Buzz is GoodRichard Florida, Best

Selling Author,“A must read for business leaders”

Don Tapscott, Digital pioneer and author, Wikinomics

“This is an important, perhaps seminal

book”

Mathew Ingram, Globe & Mail and

GigaOm“Wikibrands is

required reading for anyone who wants to

thrive in the new landscape”

The Challenge Today – 50 MinutesWe will try:

- 6 Simple Metaphors

- 7 Reasons Why

- 10 Key Things to Do It Right

- Continue the Conversation

“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 Participation1. Business and Brands Evolve, Evolution

Happens More Quickly Now

Source: Y&R Brand Asset valuator

Top 8 Differentiation

Drivers

1. Unique2. Dynamic3. Different4. Distinctive5. Innovative6. Visionary7. Daring8. Progressive

2. In a Wikibrand World- Act different, be different, think different

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3. Never Forget – Humans are Hard Wired Social Animals

4. Brands, It’s Ok to FLIRTTop 5 Wikibrands

Essentials:

1. Focus

2. Language and Content

3. Incentives, Motivations and Outreach

4. Rules, Guidelines and Rituals

5. Tool and Platforms

5. Getting Engaged is Not a Fling It’s a Commitment

Top 5 WikibrandsSupport Elements:

1. Culture

2. Community Life Stage Development

3. Internalizing Wikibrands

4. Community Management

5. Measurement/Metrics

6. Raising a Brand, The Difference Between

Raising a 4 Year Old Parent of an 18 Year Old

Why Now?

Reason #1 – Authentic Relationship Desired

#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

1.3 Billion Social Networkers GloballyFacebook - 600 million, 130 friends each, 1,000+ fans per pageWikipedia – 265 million readers. 17 million articlesTwitter – 170 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 – 40 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 – The World is Connected and Engaged

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

Reason #3 – Conversations are Elsewhere

• Operational efficiencies are maxed

• Downsizing/rightsizing reaching limits

• Outsourcing labour is tapped• Globalization of markets is done• Media clutter is here• Technology is ubiquitous

The Customer Experience is What’s Left

Reason #4 - It has to…what’s left…

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 #4 – Plus it’s what your CEO cares about (or should care about)

Reason #5 - Social, Participation, Engagement, Collaboration, Influence,

Community = Smart Business

“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

71% of marketers are less/only equally familiar with the use of social media tools than their customers.

Source: Commotion Study/Buzz Report

82% of executives believe their agencies need to radically transform themselves to adapt more competitively to this wikibrand world.

Reason #6 – Our Customers are Currently Better at It…

78% don't have an employee policy for use of social media, more than ½ don’t have a strategy

Brand Advocacy (Marketing)- Word of mouth- Referral/recommendation- Badging- Sales/traffic- Reduction in media budgets

Brand Perception (PR)- Awareness/exposure/SEO- Affinity- Empathy/respect- Lead industry conversation

Reason #7 - Six Big Wikibrand Benefits

Brand Support (Customer service)- Customer service- Education/ advice- Value-add experience- Lead industry conversation

Brand Serendipity (HR/Corporate)- Stories/Inspiration- Corporate social responsibility- Galvanize employees- Traditional media interest

Six Big Wikibrand Benefits

Brand Content (Media/Customer Experience)- Co-innovation/solutions- User-generated Creative- User-generated content- Reviews/ratings

Brand Insight (Research and Innovation)- Idea stimulus- Beta-testing- Market research/polling- Industry/competitive intelligence

Six Big Wikibrand Benefits

The Recipe for Success?

..10 Factors

The Biggest Social Media Sins- Listening, Content and Focus

#1 Culture Change Required

Core Belief #1 - There is a big difference between “Being Social”

Versus “Doing Social”

MASS MARKETING

DIRECT MARKETING

SOCIAL INFLUENCE MARKETING

A Culture Change is Required

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%7. Do not understand diff. bet. Mass marketing 21%

Source: Agent Wildfire Buzz Report 2010

Implementation Issue – Lip Service > Action

#2 FOCUS– “Why are we doing this/what are we doing?”

FOCUS– Marry All Parties’ Interests/Capabilities

FOCUS– Two Big Axioms

Social/member needs > Company needs

Focus > Technology

Nike + -Members/Customers Values/Lifestyle/Desires

#3 LANGUAGE, CONTENT & OUTREACH“do I like this/is there enough of this/can I identify with this/do they know me?”

“It doesn’t matter what you say, if I don’t like the way you’re saying it” James Cherkoff, Collaborate Marketing

Outreach - The Community Tentacles

CommunityPortal

Content Engine

Blog/RSS

SocialTargeted

Findability

Visual

Multimedia

Updates

Interesting-ness

Conversation

Collaboration

Offline

Direct

Grassroots

Outreach Badging

Aggregation

4. INCENTIVES & MOTIVATIONS“what’s in it for me?”

• Better life/supporting cause• Challenge/competition• Creativity• Fun & enjoyment• Group effort/achievement• Learning• Satisfying curiosity• Wanting to make a better product• Meet people of similar interests

25 Community Incentives - Intrinsic“How do I identify with, help the community”

• Ability to join VIP circle• Access to exclusive channels• Access to exclusive resources• Chance for wider Fame• Recognition (peer & company)• Reputation building• Recognition by company• Reputation by peers

25 Community Incentives - Extrinsic“How do I appear to others?”

• Customer service• Information/advice• 3rd party incentives• Customized/personalized

treatment• Cash rewards• Non-monetary rewards• Discounts• Invitation to Events• Points accumulation

25 Community Incentives - Explicit“What is my direct, tangible reward?”

5. RULES, GUIDELINES & RITUALS“what can/can’t I do here?”

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• Experience Facilitation

• Legal & Ethical Concerns

• Employee Policies

• Ownership

• Support, Training & Certification

• Rituals/Customs

Rules – Kodak – Good Empowering RulesThe Key Rule Components

6. TOOLS & PLATFORM“how and where does it work?”

Our Social House has many rooms…and keeps expanding

Some rooms you…

Play Entertain

EscapeConverse

Learn Create

…so it is with social media

Play Entertain

EscapeConverse

Learn Create

Buy

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

Platform Choice - Criteria

- Type of Software/Language

- Cost & Time

- Customization

- Scalability & Usability

- Security & Ownership

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

How to Avoid This…

Community/Brand Evangelists - Tasks

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The 11 Cs of Collaboration1. Communication/Content e.g. photo/video/albums/news2. Competition e.g. rewards, contests, status3. Customization e.g. widgets, avatars, profiles4. Conversation e.g. blogs, forums, comments 5. Connection e.g. messaging, integration, feeds6. Community e.g. social networks, groups, teams, projects7. Categorization e.g. tagging, sections, levels, lists8. Collective Wisdom e.g. rating, ranking, voting, polls9. Co-Creation/Collaboration e.g. customer-generated ads,

ideas, reviews10. Contextual Extensions e.g. mobile, offline, online, IM11. Culture building e.g. recruitment, engagement, causes

The 11Cs of Community

8. LIFE STAGE OF THE COMMUNITY“when do we need to adapt?”

The Life Stage of Social Media/Community

Fresh produced contentHighlight contribution

Incentives pitchedNetworked

Seeded audience

Milestone achievementUser generated contentIncentives materialized

Mass supportedExpected cycle of activity

ExpansionBroadened focus

Company culture changeSelf-governance

Tiered membership

9. METRICS, MEASUREMENT, INSIGHTS & ROI“what do we measure and look for?”

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Measures Traditional , Passive Metrics Wiki Brand Active Measures

Engagement Company Satisfaction Am I happy vs. my expectation?

Enthusiasm Am I excited about this company?

Differentiation Equity What does my company stand for?

Relevance Does the company’s mission resonate with me?

ParticipationAwareness & Trial

Am I involved beyond my “day job”?

Innovation Involvement Do I get involved, attend events, answer polls, produce content, give feedback?

Customer Value/Influence

Loyalty Do I stay with my company?

AdvocacyDo I recommend my company to others? How many others?

A Different Yardstick

10. CULTURE & ORGANIZATIONAL CHANGE“how will we be changed?”

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Zappos – Community in the DNA

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Starbucks – Build a Better Third Place

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Intuit – B2B Community Builder

Do Brands even Belong in my Social

Spaces!

- 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

Don’t be fooled, people want social brands…they just don’t want pushy

marketers

The Future?

Types of New Media Future Growth

What’s Next for Us?

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The 11 Cs of Collaboration• February – Canada/US• March – US• April – UK/Europe• May – International/US• June – West Coast• July and On – Parts Unknown?

• Ongoing -– Wikibrand Engagements/Bootcamps/Keynotes

Invite us into your neighborhood!

Our Wikibrands Tour

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The 11 Cs of Collaboration• February – The Top 200 Wikibrands Tools

• March – Community Manager Survey– The 2011 Buzz Report

• April – The Wikibrand Awards– The Wikibrand Platforms

• May – Collaborative 100 – Expert Overview– Wikibrand Measurement Reference Guide

Collaborate With Us!

Projects

Act Now….

Published by McGraw-Hill (Jan, 2011)

Twitter:@wikibrands

Facebook page and 6 other social extensions

Become an ambassador

Contact us:smoffitt@agentwildfire.commike@mikedover.com

Let’s Start The Conversation…

Inquire: smoffitt (at) agentwildfire.comnadia (at) agentwildfire.com

Phone: 416-255-4500

URL: www.AgentWildfire.com

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