This document discusses Wikibrands and how to mobilize communities around causes. It begins by introducing Sean Moffitt, the president of Agent Wildfire, and Wikibrands, a book and website about customer participation being the new business currency. It then discusses some of the challenges of Wikibranding, including company culture and lack of skills. It argues that Wikibranding is important now due to shifts in media and technology. It outlines six key benefits of Wikibranding for causes, including marketing, PR, customer service, and content creation. It discusses ten key factors for Wikibrand success, including culture change, focus, language and storytelling, incentives, rules and rituals, and tools. Overall
1. CAUSES Wikibrands, WikiCharities – Reinventing Your Cause in a Donor and Fan-Driven Marketplace June 2011My Charity Connects www.wiki-brands.com @wikibrands Sean Moffitt @seanmoffitt #mcc11
2. Who is Sean Moffitt…. Just A Blonde Guy With a Cause Day Job – President, Agent Wildfire Night Job – Author, Wikibrands
4. Our Humble Contribution – Wikibrands Published by McGraw-Hill (2011 Launch) Twitter: @wikibrands Website: www.Wiki-Brands.com Richard Florida, Best Selling Author, “A must read for business leaders” Don Tapscott, Digital pioneer and author, Wikinomics “This is an important, perhaps seminal book”
32. Why Is it So Damn Tough? The Pentathlon of Engagement Business Savvy Strategy/ Innovation/ Governance Customer Savvy Experience/ Community/ Social Digital Savvy Web/Tech/ Mobile/SEO Change Savvy HR/ Organizational Communications Savvy PR/Brand/Content Marketing
33. – Wikibranding - The Big Hurdles – Getting Out of The Way #1 - Company culture #2 - Lack of executive/managerial support #3 - Too controlling #4 - Lack of authenticity/genuine engagement #5 - Lack of community leadership #6 - Ineffective measurement #7 - Lack of relevant skills of people involved #8 - No clear purpose #9 - Lack of ongoing strategy/plan #10 - Lack of investment Source: Agent Wildfire 2010 Community Management Survey
34. So how do you mobilize a world around your cause… Do Fundraisers/Foundations Have it Easier or Tougher than For Profit Cousins?
35. There Ain’t No Big Charity At Not Least Playing Source: The University of Massachusetts Dartmouth
36. Social Good is Actually Leading The Way Source: The University of Massachusetts Dartmouth
43. Digital culture, talent and community-building not a core part of DNAStorytelling?
44. We’re just not very good at this world…yet There are Exceptions! Only 5 Conventional Causes in Top 320 Followed Twitter accounts #203 #248 #302 #352 #189 World Economic Forum Charity Water UN Refugee Agency Join RED Livestrong CEO
47. The Good Reason- The Age of Real Organizations are “Starting to Get It” #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
48. Causes/Charities?Social Innovation concerns the Executive Suite “Which of the following global environmental, social and political issues are the most critical to address for the future success of your business?” CEO response: 50% “educational systems, talent constraints” 42% “poor public governance” 38% “climate change” 36% “making globalization’s benefits accessible to the poor” 35% “security of energy supply” 12% “access to clean water, sanitation” 8% “HIV/AIDS and other public health issues” Source: McKinsey, 2010
49. The Bad Reason – Facebook Fever #1 -Competition is There #2 – Agency/Guru/Ninja/Conference made a good pitch #3 – Beta Test Hell 78% don't have an employee policy More than ½ of top firms don’t have a strategy Source: Commotion Study/Buzz Report
50. The Ugly Reason– This is Cheap and Cool Ah, Let the Intern/Mad Men Solve It 53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort. 83% of executives believe their agencies need to radically transform to be more competitive in a wikibrand world. Source: SNCR/Buzz Report
52. The Good Excuses? Bravo… The Awesome What unique value can I add? We really do suck? E.g. employees hate working here The Good We have no time? Talent? My CEO/executive/owner doesn’t get it?
53. The Bad Excuses? C’mon really… The Bad I like my privacy? I hate losing control? I can’t measure it? The Ugly My stakeholder is not on the social web? Doesn’t care enough? I can’t monetize it?
54. Key Rebuttal - Economic Reason - Engagement Sells Engaged brands drive value +18% Non-engaged brands decrease in value -6% Source: Interbrand2010 Best Global Brands report
87. A Culture Change is Required MASS MARKETING DIRECT MARKETING WIKIBRAND SOCIAL INFLUENCE Control Hype Decisions Features Collaboration Authenticity Dialogue Purpose
88. Externally - Treat Customers like VIP Fans Two Steps Scout/ Mystery Shopper Thinktank/ Sounding Board Turning Users, Customers and Consumers User Customer Consumer Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters Collaborator/Producer Community Member/ VIP Insider Brand Fan Evangelist/ Ambassador/ Advocate Into Community Members, Advocates, Ambassadors and Evangelists Seeded Adopter/ Beta Tester AdvisoryCouncil/ Cause Torchbearer
94. #2 FOCUS – “Why are we doing this/what are we doing?”
95. FOCUS– The 4 Legs of the Wikibrands Strategy Couch
96. #2 - FOCUS– Four Big Axioms Social/member needs > Company needs The social customer has 4 seconds… Focus > Technology Avoid Social media Fever - Link to a core company objective
97. – Wikibrand Community Success Factors – Top Ingredients #1 - The customer/member experience provided Cul/Strat/Exec #2 - A conversation worthy idea/concept Strategy #3 - Clear objective/mission/value statement Culture #4 - Expert moderation/dialogue management Execution #5 - Great service/responsiveness Execution #6 - A great product/brand Strategy #7 - The quality of the people/members who participate Exec. Source: Agent Wildfire 2010 Community Management Survey
109. CONTENT– If the Customer is King, then Content is Queen Blog – Min. 3 posts per week - well-tagged Tweets – Min. 4 tweets per day, well spaced apart - 50/50 conversation/distribution Video – Min. 1 video per month - Embed in other things (blog, twitter, Facebook) Email – Min. 1-4 newsletter per month
110. The Art of Storytelling – 9 Methods #1 - Aspirations and Beliefs #2 - Avalanche about to Roll
111. The Art of Storytelling – 9 Methods #3 - David vs. Goliath
112. The Art of Storytelling – 9 Methods #4 - Anxieties
113. The Art of Storytelling – 9 Methods #5 – Personalities/Personality Appeal
114. The Art of Storytelling – 9 Methods #6 - Changing Assumptions
115. The Art of Storytelling – 9 Methods #7 - How-to Stories and Advice
116. The Art of Storytelling – 9 Methods #8 - Seasonal/Event-related
117. The Art of Storytelling – 9 Methods #9 – Glitz and Glam
118. OUTREACH – Some of these people are not like the others, Forget 100,000 Followers, Start at Finding 1000 Real Fans
119.
120. The Influencers – They Know More, They Connect, They Adopt Earlier - Find Them LOCAL RAW SCORE PROFESSIONAL BY INTEREST THE BEST BLOGGERS
121. - Wikibrand Recruitment Tools - Where to Find Your Fans Employees (and affiliates and stakeholders) Twitter (or other microblogging platform) Facebook Discussion Forums Traditional PR Dedicated Community Portal Conversion of website visitors Blogger Outreach Source: Agent Wildfire 2010 Community Management Survey
124. – Online Community Motivation – Why Do People Join #1 - Social Connection #2 - Shared Community Values/Culture #3 - Expression/Creativity/Venting #4 - Establishing influence with key decision makers #5 - Access to Special Information/Advice #6 - Appealing to Hobbies/Interests #7 - Making a difference/to matter/support a cause Source: Agent Wildfire 2011 Community Management Survey
125. 27 Community Incentives - Intrinsic “How do I identify with, help the community” Fun & enjoyment (#1) Creativity Group effort/achievement Learning Better life/supporting cause Challenge/competition Satisfying curiosity Wanting to make a better product Meet people of similar interests
126. 27 Community Incentives - Extrinsic “How do I appear to others?” Recognition by company (#1) Access to exclusive resources Ability to join VIP circle Access to exclusive channels Chance for wider Fame Recognition by peers Published leaderboard/ranking within community Reputation building A larger audience/stage
127. 27 Community Incentives - Explicit “What is my direct, tangible reward?” Invitation to Events (#1) 3rd party incentives Customized/personalized treatment Non-monetary rewards Discounts Points accumulation Customer service Information/advice Cash rewards
130. Rules - Kodak – Good Empowering Rules Air Force – Good Prescriptive Rules Experience Facilitation Legal & Ethical Concerns Employee Policies Ownership Rights Support, Training and Certification Rituals/Customs
131. 6. TOOLS & PLATFORM “the home and away game – where do we play?”
132. Have a Home, Neutral and Away Game Away: Social Networks Sharing Sites Other Blogs Influencers Neutral: Brand Pages Personal Profiles RSS Feed Facebook Connect Home: Website Blog Community Forums
134. Some rooms you… Entertain Play Learn Create Escape Converse
135. The Core 10 for a Cause Tool Metaphorical Room Organizational Benefits Facebook - “The Living Room” - Ubiquity, Socialness, Integration Email Provider – “The Mailbox” - Outbound, Connection, Fans Twitter - “The Front Porch” - Trends, Viralness, Launches 4. Blog - “The Garden” - News, Comments, Feeds, SEO 5. Community Site – “The Pool” - Fans, Deep Engagement YouTube - “TV Room” - Entertainment, Previews, Video 7. LinkedIn - “The Office” - BtoB, Deals, Professional Community 8. Flickr - “The Gallery” - Photos, Artists, Celebrity 9. Wiki - “Workshop” - Collaboration, Fan community 10. Slideshare – “The Library” - Thought leadership, Trends, Ideas
151. Top Tasks of Community Managers Communication Content Creation Company/brand evangelism Member/Customer support Ongoing Facilitation Metrics Reporting Event Host Community Evolution/Feature Development Internal Rallying Cry Community Administration Member Recruitment/Crowdsourcing Source: Agent Wildfire 2010 Community Management Survey
152. Top Skills of Community Managers Leadership/charisma Diplomacy/Patience Customer/member empathy Persistence Social/Networking Communication Skills Technology Skills Passion for company/brand Change Agent Creativity Leads the lifestyle of the customer Source: Agent Wildfire 2010 Community Management Survey
153. 8. LIFE STAGE OF THE COMMUNITY “when do we need to adapt?”
154. The Life Stage of Social Media/Community Milestone achievement User generated content Incentives materialized Mass supported Expected cycle of activity Expansion Broadened focus Company culture change Self-governance Tiered membership Fresh produced content Highlight contribution Incentives pitched Networked Seeded audience
155. Life Stage Management – The AGBU Experiment Quarterly (Threadless) Reinvent every 2 years (Dell) Not monitoring/moderating daily Not reviewing weekly
165. Organizational Change – The AGBU Have Social Become Part of Your DNA (Best Buy) Host Ideajams (IBM) Don’t celebrate milestones/keep social out in the cold Don’t build organizational capability/outsource all expertise
171. #2 – Leverage Your Own Crowd Host Employee/Customer/Stakeholder Ideajams
172. #3 – Find Your Real Hardcore Fans Invite them into The Front Row or On Stage
173. #4 - Go Ahead, it’s OK to FLIRT Focus Language and Content Incentives, Motivations and Outreach Rules, Guidelines and Rituals Tool and Platforms
174. #5 - In a world of no time, attention and trust…don’t play it safe or follow others 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
175. Let’s continue the conversation… Twitter: @wikibrands Facebookpage and 6 other social extensions Join our twice monthly #wikichat Ongoing Wikibrand Engagements/ Bootcamps/Keynotes Take our Buzz Report survey Become an ambassador Contact me: smoffitt@agentwildfire.com