Wikibrands Zipcast February 24, 2011

1. Wikibrands - Reinventing Your Company in a Customer-Controlled Marketplace - February 2011SlideshareZipcast wwww.wiki-brands.com @wikibrands Sean Moffitt @seanmoffitt Mike Dover @doverd4s

2. Some justified kudos…

3. Authored by Sean Moffitt and Mike Dover The Hub – www.wiki-brands.com Published by McGraw-Hill (Jan, 2011) Link Twitter: @wikibrands Facebookgroup Wikibrands

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

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

6. 6 Are You Ready To Become Buzzing, Wikibrand Evangelists?

7. Hashtags and Sites #wikibrands Slideshare: http://www.slideshare.net/wikibrands …let’s trend and zip up today

8. Let’s Have a Grown Up Conversation 1990-2001 2002-2004 2005-2006 2009-2010 2011- ??? 2007-2008

9. Forget social media… …we need social business

10. Social media is a dirty word and small … Global media industry $600 billion industry Digital Media $90 billion industry Social Media $14 billion industry It cheapens the value of how it can benefit your business

11. The real Wikibrands challenge… 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 How do we reinvent some of these industries?

12. Business and Brands still Matter…. …but…

13. A Demanding and Activist Customer Culture has Taken Over

14. A premium brand is now a mark of participation “Something you Trust” “Something you Want” “Something you Buy” “Something you Participate In” “Something you Prefer” “Something you Love” 14

15. You can either be a monopoly (lucky), commodity (tough) or a wikibrand Agreed? The big question then– how do you do it?

16. Easy for them… Not so easy for the 82% of us who work in/with firms with 20+ employees…

17. Our Challenge?

19. Social influence

20. Digital engagement

21. Word of mouth

22. Online community

23. Grassroots marketing

24. Connected media

25. Member collaborationEquals success in business

26. Our Particular Mission

27. Our Humble Contribution Published by McGraw-Hill (Jan 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

28. The Early Buzz is Good 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” Mathew Ingram, Globe & Mail and GigaOm “Wikibrands is required reading for anyone who wants to thrive in the new landscape”

31. 2. In a Wikibrand World- Act different, be different, think different Top 8 Differentiation Drivers Unique Dynamic Different Distinctive Innovative Visionary Daring Progressive Source: Y&R Brand Asset valuator

32. 3. Never Forget – Humans are Hard Wired Social Animals 25

33. 4. Brands, It’s Ok to FLIRT Top 5 Wikibrands Essentials: Focus Language and Content Incentives, Motivations and Outreach Rules, Guidelines and Rituals Tool and Platforms

34. 5. Getting Engaged is Not a Fling It’s a Commitment Top 5 Wikibrands Support Elements: Culture Community Life Stage Development Internalizing Wikibrands Community Management Measurement/Metrics

35. 6. Raising a Brand, The Difference Between Raising a 4 Year Old Parent of an 18 Year Old

36. Why Now?

37. 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

38. Reason #2 – The World is Connected and Engaged 1.3 Billion Social Networkers Globally Facebook - 600 million, 130 friends each, 1,000+ fans per page Wikipedia – 265 million readers. 17 million articles Twitter – 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 month Flickr – 40 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

39. Reason #3 – Conversations are Elsewhere 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

40. Reason #4 - It has to…what’s left… 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

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

42. Reason #5 - Social, Participation, Engagement, Collaboration, Influence, Community = Smart Business

43. “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

44. 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 71% of marketers are less/only equally familiar with the use of social media tools than their customers. 82% of executives believe their agencies need to radically transform themselves to adapt more competitively to this wikibrand world. Source: Commotion Study/Buzz Report

46. Referral/recommendation

47. Badging

48. Sales/traffic

50. Affinity

51. Empathy/respect

53. Education/ advice

54. Value-add experience

56. Corporate social responsibility

57. Galvanize employees

59. User-generated Creative

60. User-generated content

62. Beta-testing

63. Market research/polling

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

66. #1 Culture Change Required

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

68. Versus “Doing Social”

69. A Culture Change is Required MASS MARKETING DIRECT MARKETING SOCIAL INFLUENCE MARKETING

70. Hurdles?

71. 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% 7. Do not understand diff. bet. Mass marketing 21% Source: Agent Wildfire Buzz Report 2010

72. #2 FOCUS – “Why are we doing this/what are we doing?”

73. FOCUS– Marry All Parties’ Interests/Capabilities

74. FOCUS– Two Big Axioms Social/member needs > Company needs Focus > Technology

75. Nike + -Members/Customers Values/Lifestyle/Desires

76. #3 LANGUAGE, CONTENT & OUTREACH “do I like this/is there enough of this/can I identify with this/do they know me?”

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

78. Outreach - The Community Tentacles Social Interesting- ness Targeted Conversation Findability Content Engine Blog/RSS Collaboration Community Portal Visual Offline Aggregation Direct Multimedia Grassroots Updates Outreach Badging

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

80. 25 Community Incentives - Intrinsic “How do I identify with, help the community” 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

81. 25 Community Incentives - Extrinsic “How do I appear to others?” 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

82. 25 Community Incentives - Explicit “What is my direct, tangible reward?” Customer service Information/advice 3rd party incentives Customized/personalized treatment Cash rewards Non-monetary rewards Discounts Invitation to Events Points accumulation

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

84. Rules – Kodak – Good Empowering Rules The Key Rule Components Experience Facilitation Legal & Ethical Concerns Employee Policies Ownership Support, Training & Certification Rituals/Customs 61

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

86. Our Social House has many rooms…and keeps expanding

87. Some rooms you… Entertain Play Learn Create Escape Converse

88. …so it is with social media Buy Play Entertain Create Learn Escape Converse

89. 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

90. 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

92. Cost & Time

93. Customization

94. Scalability & Usability

96. How to Avoid This…

97. Community/Brand Evangelists - Tasks

98. The 11 Cs of Collaboration The 11Cs of Community Communication/Content e.g. photo/video/albums/news Competition e.g. rewards, contests, status Customization e.g. widgets, avatars, profiles Conversation e.g. blogs, forums, comments Connection e.g. messaging, integration, feeds Community e.g. social networks, groups, teams, projects Categorization e.g. tagging, sections, levels, lists Collective Wisdom e.g. rating, ranking, voting, polls Co-Creation/Collaboration e.g. customer-generated ads, ideas, reviews Contextual Extensions e.g. mobile, offline, online, IM Culture building e.g. recruitment, engagement, causes 72

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

100. 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

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

102. 76 A Different Yardstick

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

104. Zappos – Community in the DNA 78

105. Starbucks – Build a Better Third Place 79

106. Intuit – B2B Community Builder 80

107. Do Brands even Belong in my Social Spaces!

108. Don’t be fooled, people want social brands…they just don’t want pushy marketers - 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

109. The Future?

110. Types of New Media Future Growth

111. What’s Next for Us?

112. The 11 Cs of Collaboration Our Wikibrands Tour 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! 86

113. The 11 Cs of Collaboration Projects 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! 87

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

115. Let’s Start The Conversation… Inquire: smoffitt (at) agentwildfire.com nadia (at) agentwildfire.com 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