Keynote presentation by Sean Moffitt to the Sponsorship Marketing Council of Canada (SMCC) - April 7th, 2011

1. Wikibrands/WikiSponsorships - Managing Your Properties in a Fan-Driven Marketplace - April 2011Sponsorship Marketing Council @wikibrands Sean Moffitt @seanmoffitt

2. Who is Sean Moffitt…. Just A Blonde Guy With a Cause Night Job – Author, Agent Wildfire Day Job – President, Agent Wilidfire Weekends, Chief Sherpa, Generation Go

3. Our Humble Contribution - Wikibrands Published by McGraw-Hill (2011 Launch) Twitter: @wikibrands Facebookpage: Wikibrands Website: www.Wiki-Brands.com ¼ Wake up Call ¼ Strategy Guide ¼ Executional Road Map ¼ Continuing Reference

4. Forget social media… …we need social business

6. Social influence

7. Digital engagement

8. Word of mouth

9. Online community

10. Grassroots marketing

11. Connected media

12. Member collaboration

13. Awesome contentEquals success in business

14. Wikibrands – A Business Manifesto Made in Canada… "Skate to where the puck is going, not to where it is."

15. Great Brands Are Like Great Sports Teams…

17. What if you treated customers like fans? 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

18. In the Year 3000…bold prediction “YouTube, Twitter and Facebook will merge and be an uber social network “YouTwitFace”

19. 11 Are You Ready To Become Buzzing, Wikibrand Evangelists?

20. The Tug of the Crowd

22. 10 Essentials for Being Not Just Good but Awesome FLIRT Model

23. 25 Things to Take Back to the Office

25. The Bad – NY Islanders

26. Why Now? The 9 arguments for Wikibranding Social/Collaboration/Engagement

27. Reason #1 – Business/Brand Culture Business 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

28. A Premium Brand is Now a Mark of Participation Reason #1 – Business/Brand Culture Participation is the New Brand Currency “Something you Want” “Something you Trust” “Something you Buy” “Something you Participate In” “Something you Prefer” “Something you Love”

29. Reason #2 – Media Shifts The World is Connected and Engaged 1.3 Billion Social Networkers Globally Facebook - 640 million, 130 friends each, 1,000+ fans per page Wikipedia – 265 million readers. 17 million articles Twitter – 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 month Flickr – 45 million members/5.0 billion photos Foursquare – 6 million/381 million checkins Amazon – 650 million users annually, $24 billion sales GroupOn – 35 million users annually, $500 milion sales Quora – 600,000 registered users - Spending 82% more time on social networks than they did last year

30. Reason #2 – Media Shifts Business 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

31. Reason #3 - Customer Experience Customers are in the Driver’s Seat

32. Reason #3 - Customer Experience Who Knows Better Than Your Customer 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%

34. Twitter 190 Followers

37. Dynamic

38. Different

39. Distinctive

40. Innovative

41. Visionary

42. Daring

44. The top 50 Facebook Brands Food Brands 12 Beverages 10 Fashion Brands 9 Websites/Networks 6 Entertainment Brands 6 Sports Brands 4 Tech/Games 4

45. One caveat – Brands and their Properties Have Never been More Important

46. Reason #7 – Competitive Advantage Be The First To Do Social Well 78% don't have an employee policy More than ½ of top firms don’t have a strategy 71% of marketers are less/only equally familiar w/ new media tools than their customers. Source: Commotion Study/Buzz Report

47. The Top 100 Twitter Brands Musicians/Singers 35 Actors 11 Talk Show Hosts 8 Websites 8 Sports 8 News Groups 7 Web Personality 7 Famous for being Famous 5 Politics /Politicians 3 Brands 1

48. 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. 83% of executives believe their agencies need to radically transform be more competitive in a wikibrand world. Source: SNCR/Buzz Report

49. Reason #8 – Economic Reason Plus it’s what your CEO cares about 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

50. Reason #8 - Economic Reason - Engagement Sells Engaged brands drive value +18% Non-engaged brands decrease in value -6% Source: Interbrand 2009 Best Global Brand s report

52. A Culture Change is Required MASS SPONSORSHIPS DIRECT SPONSORSHIPS WIKIBRAND SPONSORSHIPS

53. Raising a Brand, The Difference Between Raising a 4 Year Old Parenting an 18 Year Old

54. Playing By Different Rules Relationship Building > Marketing Purpose/cause > Features Expressions > Impressions Emotion > Eyeballs Stories > Features Dialogue > Monologue Real time > delayed

56. Referral/recommendation

57. Badging

58. Sales/traffic

61. Affinity

62. Empathy/respect

65. Education/ advice

66. Value-add experience

69. Corporate social responsibility

70. Galvanize employees

73. User-generated Creative

74. User-generated content

77. Beta-testing

78. Market research/polling

80. If Lubricants, Scissors and Insurance Can Do It, So Can You

81. The Recipe for Success? ..10 Factors

82. The FLIRT Model – A Recipe for Wikibrand Success CULTURE CULTURE

83. THE BIGGEST SINS “Don’t be that person”

84. The Biggest Social Media Sins - Listening, Content and Focus

85. Molson uses LIAM Leveraging what we see in conversations Initiating discussion and dialogue Acquiring people for our community Managing our communities

86. FOCUS – “Why are we doing this/what are we doing?”

87. 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

88. Hurdles?

89. Implementation Issue – Lip Service > Action 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

90. #3 LANGUAGE, CONTENT & OUTREACH “do I like this/is there enough of this/can I identify with this/do they know me?”

91. Forget 1,000,00 Fans, Who are Your Top 1,000 Zealots? Seeding the Influencer Curve…at the Right Time “The Ones Who Create Ideas” “The Ones Who Provide Credibility” “The Ones Who Spot & Scout New Stuff” “The Ones Who Connect & Spread the Word” “The Ones Who Sell and Lead Opinions” “The Ones Who Attract Attention”

92. The Twittersphere of Athletes

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

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

95. Rules - Kodak – Good Empowering Rules Experience Facilitation Legal & Ethical Concerns Employee Policies Ownership Support, Training and Certification Rituals/Customs

96. 6. TOOLS & PLATFORM “how and where does it work?” A home and away game

97. Have a Home and Away Game

98. The Core 10 for a Business Tool Metaphorical Room Organizational Benefits Facebook - “The Living Room” - Ubiquity, Socialness, Integration Twitter - “The Front Porch” - Trends, Viralness, Launches Blog - “The Garden” - News, Comments, Feeds, SEO Community Site – “The Pool” - Fans, Deep Engagement YouTube - “TV Room” - Entertainment, Previews, Video

99. Continued…The Top 10 networks Tool Metaphorical Room Organizational Benefits 6. Flickr - “Gallery” - Photos, Artists, Celebrity 7. LinkedIn - “The Office” - BtoB, Deals, Professional Community 8. Wiki - “Workshop” - Collaboration, Fan community 9 Foursquare – “Driveway” - Location-based, Novelty, Events 10. MySpace - “Basement” - Entertainment, Music, Mainstream

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

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

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

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

104. Some Great Wikibrands Ideas

105. Charge/Socialize for the Customer Experience $0.10/cup $1.50/cup $5.00/cup

106. Livestrong and Gowalla – Taking Purpose on the Road

107. User Generated Content Not Played Back

108. Focus on a Night - World Book Night

109. Shine The Light on Your Content Developers Build Mass Media into Your Mix

110. Make Your Digital Stuff Physical and Your Physical Stuff Digital

111. Purpose Driven Marketing

112. The Rise of Video – TED Talks - Video Worth Spreading

113. QR Codes – Support, Content or Insight

114. Find ing Your Top 1000 Fans

115. Ideajams

116. Meanwhile Back at the Office…

118. Find your top 100/500/1000 fans

119. Host a Tweetup/Twitter Chat

120. Host an idea jam on how to marry social with your property

122. Host a Tweetup/Twitter Chat (Mom Inc)

123. Host an idea jam on how to marry social with your property (IBM)

124. Next event – bring a Twitter wall or live App wall (Samsung)

127. Certify you social media communicators (Molson)

128. Practice speaking human/ban the press release (SF Giants)

129. Have a content strategy(the best blogs)

130. 5 post per week

131. 10 tweets per day

132. 1 video per week

134. San Francisico Giants - Twitter

136. Find a local charity, be more than the logo on the poster (numberous)

137. Profile a customer per day (Threadless)

138. Post your entire employee pool on your website (Zappos)

140. YouTube Symphony Orchestra

141. Toronto’s Digital Charities and Web Causes

142. The Future?

143. Never Forget – Humans are Hard Wired Social Animals 98

144. 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

145. 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

146. Published by McGraw-Hill (Jan, 2011) Twitter: @wikibrands Facebookpage and 6 other social extensions Become an ambassador Contact us: smoffitt@agentwildfire.com