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

November, 2011Social India Conference

@wikibrands#SocialIndia

Sean Moffitt @seanmoffitt

The Amazing Race - Bangalore

2 National Holiday Hurdles

5 Travel Sites

5 Trips to Consul General

11 Time Zones

15 degree Celsius difference

17 Hours Flying

48 Hour delay

The Exciting Part…

The Feel Goods The Eat Goods

The “Be Part of Something Big” Goods

The Learn Goods

Yeh, Canada – World’s #1 Brand and…

Ranked #1 GloballyOnline penetration –79% of Canadians onlineOnline usage –average 43.5 hours online/mthOnline video – 251 videos/17.2 hours/mth.LinkedIn usage - 15% of online Canadians useSocial gaming – spend 4.5 hours each weekOnline Banking - 65% of Internet users do

Ranked in Top 10 Social Media Use – 70% use; ½ everydayFacebook usage –#4 worldwide/82% of online Can.Twitter usage –#6 worldwide/18% of online Can.Smartphone usage – 33% of mobile users

Canada – We Love This Online/Social Stuff

“What’s the reason behind the high numbers?”

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

Bad Chefs

Bad British Cuisine

Bad Spies

Bad Bay Area Hoods

Bad US SoccerPerception

Bad Secrets

Bad Marketing and Digital Practice

“Changing the Face of Men’s Health”

“If it’s awesome they will use it, if it’s awesome they will talk

about it”

Started as 30 Aussies in 2003 now headed into 500k

participants/$100 million charity

It’s Movember TimeConfesssions of a Blonde Guy

Wikibrands…Customer Leadership for the Digital Age

2011

___________________

“Digital Participation Wins”2006

What?A study of top 100 engaged brands and business

How?A 10 step roadmap for business success in digital spaces

Wikibrands – A Practical Guide for Reinventing Business -

“Something you Buy”1850

“Something you Trust”1910

“Something you Want”1950

“Something you Prefer”1980

“Something you Love”2000

“Something you Participate In”

2010

A Premium Brand is Now a Mark of ParticipationWikibrands - There’s a new currency on how to

build business…

Stand Up and be Counted…

Who here participates in new/digital/social media?

Keep Standing if:- You want your digital efforts to be AWESOME

-You want your customers to RAVE about you

- You have currently achieved AWESOMENESS and RAVING LUNACY via your digital media?

The Challenge Today

- 3 Big Paradoxes

- 6 Benefits to Wikibranding

- The 10 Things to Get Right- FLIRT Model – Building It- MILC Model – Maintaining It- Culture – Supporting It

- Q & A

3 Big Uncomfortable Paradoxes

Paradox #1 - Forget social media…

…we need social business

Sure we’re spending more and more time there…

Spending double the time we spend on social networks vs. 2007

Big Caveat:Technology and tools

are less than 20% of the deal

“The diffusion of innovation is based more on sociology and psychology than on technology.”

Everett Rogers, 1962- The Diffusion of Innovations

MASS MARKETING

DIRECT MARKETING

SOCIAL INFLUENCE/WIKIBRAND MARKETING

A Genuine Culture Change is Required

ControlHypeDecisionsFeatures

CollaborationTransparencyDialoguePurpose

The real Wikibrands challenge…

How do we reinvent some of these industries?

Global education industry $ 2 trillion annually

Global IT and Communications $ 3 trillion annually

Global health care industry $ 4 trillion annually

Global energy industry $ 6 trillion annually

Global banking industry $ 7 trillion annually

Paradox #2 – Business talks a good game…

…but isn’t that good at it

Not a Crisis of Faith – Of course this will happen but…

Source: Buzz Report

• “Wikibrand marketing influence (social, mobile, word of mouth) will overtake traditional media influence within the next decade”

•69% strongly agree/agree

Source: Buzz Report 2011

An Encouraging Silver Lining – Wikibranding

Why Now Business Executives?

#1 The Need for Authenticity and Transparency

#2 The rise of social networks#3 Increasing role of wireless/mobile#4 Customers/people waning attention spans#5 Media fragmentation

Agent Wildfire -The Buzz Report 2011

Source: Commotion Study/Buzz Report

A Crisis of Action …Not on my shift

78% don't have an employee policy for use of new/social media

53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort.

½ of top firms don’t have a strategy to tap the benefits of new/social media

Source: SNCR/Buzz Report

90% of executives believe their agencies need to radically transform be more competitive in a wikibrand world.

And a Crisis of Knowledge

Only 14% of companies are proactive in creating external advocates and leveraging them.

Paradox #3 – Brands have never had less control…

…yet never been more important

Sure, A Demanding and Activist Customer Culture has Taken Over

• iTunes, Craigslist, ZipcarsFreedom

• Nike, Converse, Jones Soda Customization

• Amazon, RED, Wikileaks

Scrutiny

• Innocent Drinks, Vans, Trader JoesIntegrity

• John Fluevog, Wikipedia, DoritosCollaboration

• Red Bull, Axe, YouTubeEntertainment

• Zara, Calvin Klein, GoogleSpeed

• Toyota, Apple, NetflixInnovation

But Brands Matter …yes, more than ever in 2011

Evangelism

Escape

EffiliationExperience

Exchange

EquityEntimate

EstheticsEntegrity Exposed Education

EnnovativeEntertainment

Company-driven User-driven

Basic Drivers

AdvancedDrivers

PremiumDrivers

MissionDrivers

Forget Marketing’s 4Ps…Embrace the Wikibrand 13Es

Would you recommend my brand to a friend or colleague?

Do Brands Belong in Social? You betcha…

- 85% of people want companies engaging with their customers in social media

- Twitterers are three times more likely to embrace brands than average population

Visual : The Atlantic

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

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

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

Let’s go beyond the simple…

“The suggestion that a firm merely needs to participate in a conversation is a little naive.

Microsoft was mentioned 2.5 million times in the blogosphere the previous year, and we have eighty-nine thousand employees.

How can you realistically be expected to operationalize a response to all of them?”

The Recipe for Success?

..10 Factors

FACTOR #1 FOCUS– “Why are we doing this/what are we doing?”

3rd & 4th Top Reasons Why Organizations Fail In Digital

BALANCE FOUR FACTORS OrganizationBusiness/

Sponsorship

Brand Customer

No Relevance

No Capability

No DirectionNo Execution

ObjectivesVision Resources

TalentCulture

Incentives

Process

Needs/Wants

Experience

AdvocacyMedia

Revenue

PartnersValues

Marketplace

Positioning

Community

BenefitsProduct/Service

Support

Attention

Top 10 Ranked Online Word of Mouth ElementsGreat ideas that spread are rare and valuable

#1 Conversation Worthy Idea/Concept*

#2 Great Product/Brand

#3 Customer Experience provided

#4 The Audience who Participates

#5 Culture/employees of a Company

#6 Method in which it interacts w/ its audience

#7 Incentives for referral

#8 Strong process*

#9 Creative/design used

#10 Tools/platforms built

Cisco’s One Million Acts of Green -An Idea Buried in Their Challenge

33,000 members

1.8 million acts of green

17 minutes average length of site engagement

200 articles written

#2 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

“Social Media can make you suck in more places, faster, and louder than before” Anonymous Bank CMO

What percentage of the world’s top Twitter and Facebook are people?

81% 51%

LANGUAGE – If you wouldn’t say it in real life to a friend,

don’t say it on the social web

CONTENT FREQUENCY-It may be cheap, but this is not a part time job

The average tweet lasts 12 minutes

The average Facebook post lasts 80 minutes

The average blog post last 1 ½ days

CONTENT FREQUENCY – If the Customer is King, then Content is Queen

Activity per Month

Great Good Minimum

Blog Posts 30+ 12 5

Tweets 400 200 100

Video 12 4 1

Email 8 4 1

Content Awesomeness – the Mom Test

Only 1.5% of Tweet conversations…

Are three levels (replies) deep

Content Design and “The 4 second Test”

The Art of Storytelling – 9 Methods

- Aspirations and Beliefs*

- David vs. Goliath

- Avalanche about to Roll

- Changing Assumptions

- Anxieties

The Art of Storytelling – 9 Methods

- Personalities and Personal Appeal

- How-to Stories and Advice*

- Glitz and Glam

- Seasonal/event-related

Facebook Timeline – Depth of Content Engagement

Growth

“Likes”

Updates

TargetedExposure

Engagement

“Discovery”

Stories

RelevantExperience

OUTREACH – The Community Richter Scale

Do you know who your top 1,000 fans are?

Outreach Award- lululemon – Ambassadors who buy in

1. Employees 2. Twitter (or other microblogging platform) 3. Facebook 4. Discussion Forums 5. Traditional PR 6. Dedicated Community Portal 7. Conversion of website visitors 8. Blogger Outreach

- Wikibrand Recruitment Tools -Where to Find Your Best Fans

Source: Agent Wildfire 2010 Community Management Survey

Key Wins:- Set up in 2 Months- 2,600 employees- Management/company walking the walk- 30,000 enquiries annually solved- New internal networks- Higher sat ratings/purchase intent/ per purchase

Best Buy’s Twelpforce-Marketing by Team -

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

• Fun & enjoyment• Creativity• Group effort/achievement• Learning• Better life/supporting cause

Top Community Incentives - Intrinsic

“The Feel Goods”

Big Rock – Fun & Creativity

http://www.youtube.com/watch?v=0QIPsQjLvl0

Kiva – Intrinsic Cause Reward

• Recognition by company• Access to exclusive resources• Ability to join VIP circle• Access to exclusive channels• Chance for wider Fame

Top Community Incentives - Extrinsic

“The Look Goods”

People Do Things for 15 Minutes of Fame

• Invitation to Events• 3rd party incentives• Customized/personalized

treatment• Non-monetary rewards• Discounts

27 Community Incentives - Explicit

“The Get Somethings”

“Give Me The Free Thing”

Kraft HockeyvilleRallying Communities/Extrinsic Rewards

12,000 community stories, 5.6 million votes, 11 million views, 4th most recognized national program, high Kraft CSR perception, doubled sales lift

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

• Experience Facilitation

• Legal & Ethical Concerns

• Employee Policies

• Ownership Rights

• Support, Training and Certification

• Rituals/Customs

Rules - Kodak – Good Empowering RulesAir Force – Good Prescriptive Rules

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

“The corporate website is no longer relevant;

social networks can adequately house and deliver digital business

objectives required”

Do you Agree?

Have a Home, Neutral and Away Game

Home:Website

BlogCommunity

Forums

Away:Social Networks

Sharing SitesOther BlogsInfluencers

Neutral:Brand Pages

Personal ProfilesRSS Feed

Facebook Connect

WOMWILDFIRE

OVERVIEW:

The Essential 7 “Home Game” Tools (beyond website)

Awareness

Perception

Targeting

Traffic/SEO

User Content

Engagement

Purchase

Referral

Evangelism

Thought Leadership

Measurement

Monitoring Tools

OnlineCommunity EmailBlogsApps

1

1 2

12

1 23

213

1

1

12

1 2

1 23

Social Dashboard

Wiki/Collaboration

123

3

23

3

2 3

2 3

3

3

An Awesome Home Game - Threadless

What is biggest “social” priority for 2011

- More sharing- More control- More time on site

Sharing Stuff on Your Site – Brings More Traffic

WOMWILDFIRE

OVERVIEW:

The Essential 8 “Away Game” Tools

Awareness

Perception

Targeting

Traffic/SEO

User Content

Engagement

Purchase

Referral

Evangelism

Thought Leadership

Measurement

13 2

23

1

3

1

1

1

Social Bookmarks

Location based Ratings/Forums

Photo Sharing

12

1 2

3

3

21

123

23

2

3

3

2 3

21

123

VideoSharing

ProfessionalNetworks

SocialNetworks

MicroBlogs

The Away Game - Kraft - The Tools of Word of Mom

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

You can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love

Community Managers – The Social Web’s Best Party Host

1. Communication 2. Content Creation 3. Company/brand evangelism4. Member/Customer support 5. Ongoing Facilitation 6. Metrics Reporting 7. Event Host 8. Community Evolution/Feature Development 9. Internal Rallying Cry 10. Community Administration 11. Member Recruitment/Crowdsourcing

Top Tasks of Community Managers

Source: Agent Wildfire 2010 Community Management Survey

In the Trenches – the 7 Golden Rules of Social, Be:

ReciprocalEthicalHumanAwesomeHelpfulAuthenticSocial

In the Trenches – the 7 Golden Rules of Social, Be

Mozilla – The Poster Boy for Feel Good 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

ExpansionTiered membersBroadened focus

Company culture changeSelf-governance

Organizational Change

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

THE AWESOME

THE GOOD

THE BAD

THE UGLY

Intuit – A Community in Constant Development

• Banned 6 years ago

•7x more length of time engagement

•90% favourable member sentiment

•Millions of unique community visits/ Millions of $ in small business value and revenue acquisition

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

Digital Media Measurement - No Silver Bullet Formula

#1 Engagement Data – comments, engaged fans, likes, retweets

#2 Sentiment – opinion on what was said, positive/negative

#3 Traffic – hits, unique visitors, followers

#4 Conversion/leads – loyalty, purchase, referrals

#5 Customer evangelism*/satisfaction - Net promoter score, survey satisfaction

#6 Share of voice/total mentions

#7 Product/service revenueSource: Altimeter Group, Digital Strategists, Nov’10

The Top Measures

- Measure The Applause, Not the Attendance

-Try many small testable experiments

-Have goals, track over time

Different Brand Yardsticks

#10 Culture Change Required

– “Live the brand, listen before saying, letting go?”

Raising a Brand, The Difference Between

Raising a 4 Year Old Parenting an 18 Year Old

The Biggest Wikibranding Sin- Social Deafness -

Source: Agent Wildfire 2010 Buzz Report

Internally,Get Employees on the Bus…

The Future?

Mobile, Local

Crowdsourcing Properties

The Rise of Video – TED Talks- Video Worth Spreading

The Rise of Augmented Reality –QR Codes – Support, Content or Insight

The rise of Purpose Driven Sponsorship

Some takeaway messages

Brands, It’s Ok to FLIRT

1. Focus

2. Language, Content and Outreach

3. Incentives, and Motivations

4. Rules, Guidelines and Rituals

5. Tool and Platforms

Getting Engaged is Not a Fling It’s a Commitment

Top 5 WikibrandsSupport Elements:

1. Measurement/Metrics

2. Internalizing Wikibrands

3. Life Stage Development

4. Community Management

5. Culture

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

104

Never Forget – Humans are Hard Wired Social and Influential Animals

They crave things that are awesome, social, authentic and customer-driven to talk about…

Some among us will talk a lot more than others…

“It is not the strongest of the species that survive, nor the most intelligent,

but the one most responsive to change.”

Charles Darwin

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

Twitter:@wikibrands

Dhanyabad …WikibrandsContact us:sean@wiki-brands.com@seanmoffitt