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Transcript of Sean Moffitt - Wikibrands, WikiCharities: Reinventing Your Cause in a Donor and Fan-Driven...
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Wikibrands, WikiCharities – Reinventing Your
Cause in a Donor and Fan-Driven Marketplace
June 2011 My Charity Connects
www.wiki-brands.com @wikibrands
Sean Moffitt @seanmoffitt #mcc11
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Who is Sean Moffitt…. Just A Blonde Guy With a Cause
Day Job – President, Agent Wildfire Night Job – Author, Wikibrands
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Putting my best non-profit face forward – Movember-Style
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Published by McGraw-Hill (2011 Launch) Twitter: @wikibrands Website: www.Wiki-Brands.com
Our Humble Contribution – Wikibrands
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”
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Our Particular Mission
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Wikibrands – (noun/verb) The new currency for today’s marketplace:
- Customer participation - Social influence - Digital engagement - Word of mouth - Online community - Grassroots marketing - Connected media - Member collaboration - Awesome content - Great user experience
How do the top 100 organizations put their “social/customer pants” on in the morning?
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“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 Participation Wikibrands - A Rallying Cry - Participation is
the New Business/Cause Currency
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Experiences are Being Socialized …even TV is now Social
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Wikibrands – Surfing the Digital/Social Paradox….
…but…
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• iTunes, Craigslist, Zipcars, Android
Freedom
• Nike ID, Facebook, Sodastream
Customization
• Amazon, RED, Kiva, Wikileaks
Scrutiny
• Zappos, Vans, Trader Joes
Integrity
• John Fluevog, Wikipedia, Doritos
Collaboration
• Red Bull, Axe, Zynga, YouTube
Entertainment
• Zara, Google, Dell
Speed
• Apple, Toyota, UFC, Netflix
Innovation
...A Demanding and Activist Customer Culture has Taken Over
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Wikibrands … A Manifesto for the Future of Business - Born in Canada
"Skate to where the
puck is going,
not to where it is."
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12
Are You Ready
To Become Buzzing,
Wikibrand
Evangelists?
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The 1% - Who are the three most passionate people in this room?
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- Takes courage to start a wave
- Safety and success in numbers
-Pose a challenge, watch people rally
- We do things for irrational reasons, often in groups
The Tug of The Crowd – Learnings
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The Challenge Today
We will try: - Why is it So Tough?
- 6 Reasons Why Now
- 6 Key Wikibrand Benefits
- 10 Key Things to Do It Right
- 6 Key Takeaways
- Q&A
- Continue the Conversation
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Why Is Wikibranding So Damn Tough?
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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
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– 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
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So how do you mobilize a world around your cause…
Do Fundraisers/Foundations Have it Easier or Tougher than For Profit Cousins?
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There Ain’t No Big Charity At Not Least Playing
Source: The University of Massachusetts Dartmouth
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Social Good is Actually Leading The Way
Source: The University of Massachusetts Dartmouth
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Pros of Causes, Charities and Fundraising (Straw Sample Poll)
- Embedded Cause that People Passionately Believe In
- People commitment at local and affiliate levels
- Willingness to try things
- Campaign mentality drives attention
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Cons of Causes, Charities and Fundraising (Straw Sample Poll)
- Lack of Money, Resources and Employees
- Deeply competitive and fragmented
- Appetite for risk and being personally noticed
- Digital culture, talent and community-building not a core part of DNA
Storytelling?
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There are Exceptions! Only 5 Conventional Causes in Top 320 Followed Twitter accounts
#203 #248 #302 #352 #189
We’re just not very good at this world…yet
World Economic Forum Charity Water UN Refugee Agency Join RED Livestrong CEO
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Why Wikibrand Now? What’s changed…
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The Awesome Reason – Media/Tech Shifts Tech is Oxygen
Mobile - 5 billion people have access to Mobile
Gaming -3 billion gamers in the world Dependency - 36% of us would rather give up sex than the internet
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• 1.5 Billion Social Networkers Globally – Facebook - 700 million, 1,000+ fans per page
– Wikipedia – 265 million readers. 17 million articles
– Twitter – 200+ million (wants to be 1 billion by end of 2013)
– LinkedIn – 101 million, $9 billion IPO, 189 index on post-grad
– YouTube - 144 million unique monthly visitors watch/292 minutes per month
– Flickr – 45 million members/5.0 billion photos
– Foursquare – 8 million mobile members/500 million checkins
– Amazon – 650 million users annually, $24 billion sales
– GroupOn – 50 million users annually, $2 billion sales
• Spending 82% more time on social networks than they did last year
• The 385x Grapevine - Facebook - 130 Friends/Twitter 190 Followers/LinkedIn 65 Colleagues
The Awesome Reason – Media/Tech Shifts The World is Connected and Engaged
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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
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• 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”
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:
Source: McKinsey, 2010
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Source: Commotion Study/Buzz Report
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
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Source: SNCR/Buzz Report
83% of executives believe their
agencies need to radically transform to be more competitive in a wikibrand world.
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.
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Why Not Now?
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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?
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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?
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Engaged brands drive
value +18%
Non-engaged brands decrease in value -6%
Source: Interbrand 2010 Best Global Brands report
Key Rebuttal - Economic Reason - Engagement Sells
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If Lubricants, Scissors and Insurance Can Do It, So Can You
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Why Should Causes Wikibrand? 6 Benefits
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Brand Advocacy (Marketing/Fundraising)
- Word of mouth/Referral/recommendation - Badging - Fundraising (#3)* - Sales/traffic - Reduction in media budgets
Brand Perception (PR) - Awareness/exposure (#1)* - Affinity - Empathy/respect - Lead industry conversation - SEO benefits
Six Big Wikibrand Benefits
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Brand Support (Customer service) - Recruiting volunteers (#2)* - Customer service - Education/ advice - Value-add experience
Brand Serendipity (HR/Corporate) - Stories/Inspiration - Corporate social responsibility - Galvanize employees - Hiring employees (#4)* - Traditional media interest
Six Big Wikibrand Benefits
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Brand Content (Media/Customer Experience)
- Co-innovation/solutions - User-generated Creative - User-generated content - Reviews/ratings - Personal Stories
Brand Insight (Research and Innovation) - Idea stimulus - Beta-testing - Market research/polling - Industry/competitive intelligence - Mobilize in crisis
Six Big Wikibrand Benefits
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The Recipe for Success?
..10 Factors
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#1 Culture Change Required
– “Live the brand, listen before saying, letting go?”
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Something just needs to click in…
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There is a big difference between “Being Social”
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Versus “Doing Social”
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Raising a Brand/Cause, The Difference Between
Raising a 4 Year Old Parenting an 18 Year Old
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The Biggest Wikibrand Sins - Listening is Paramount
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MASS MARKETING
DIRECT MARKETING
WIKIBRAND SOCIAL INFLUENCE
A Culture Change is Required
Control Hype Decisions Features
Collaboration Authenticity Dialogue Purpose
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Turning Users, Customers and Consumers
Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters
Into Community Members, Advocates, Ambassadors
and Evangelists
Thinktank/ Sounding
Board
Scout/ Mystery Shopper
Advisory Council/ Cause
Torchbearer
Seeded Adopter/
Beta Tester
Customer
User
Consumer
Collaborator/ Producer
Evangelist/ Ambassador/
Advocate
Community Member/ VIP Insider
Brand Fan
Externally - Treat Customers like VIP Fans Two Steps
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Internally, Get Employees on the Bus…
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High Employee Engagement =
Profitability up 16% Productivity up 18% Customer loyalty up 12% Quality up 60%
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Vancity – Live Your Values -
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Naked Pizza – Evangelizing the Cause
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Twestival – Strict on Brand, Loose on Local -
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#2 FOCUS – “Why are we doing this/what are we doing?”
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FOCUS– The 4 Legs of the Wikibrands Strategy Couch
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#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
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– 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
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• Not built around a celebrity
• Not founded by a mega wealthy individual
• Not a cause marketing campaign by business
• Movember is created by building and
energizing a community around a cause.
Movember – A New Generation of Philanthropy
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Objectives – Vision – “Change the Face of Men’s Health”
Brand – “Bring back the retro icon of the moustache to visibly support cause”
Customer - The right mix of fun, retro appeal, competition, sense of belonging to a team and a global movement that is making a difference
Organizational Culture -
– every interaction and donation matters
- If it’s awesome they will use it, if it’s awesome they will talk about it
Movember – Energizing a Community with a Clear Focus
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Cisco’s One Million Acts of Green – Foucs Buried in Their Challenge
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10,000 Women – Focus Buried in their Mission
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World Book Night - Focus Buried in Their Date
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#3 LANGUAGE, CONTENT & OUTREACH “do I like this/is there enough of this/can I identify with this/do they know me?”
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“It doesn’t matter what you say, if I don’t like the way you’re saying it”
James Cherkoff, Collaborate Marketing
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LANGUAGE – If you wouldn’t say it in real life to a friend, don’t say it on
the social web
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Alex’s Lemonade Stand – Making it Personal
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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
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The Art of Storytelling – 9 Methods
#1 - Aspirations and Beliefs
#2 - Avalanche about to Roll
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The Art of Storytelling – 9 Methods
#3 - David vs. Goliath
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The Art of Storytelling – 9 Methods
#4 - Anxieties
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The Art of Storytelling – 9 Methods
#5 – Personalities/Personality Appeal
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The Art of Storytelling – 9 Methods
#6 - Changing Assumptions
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The Art of Storytelling – 9 Methods
#7 - How-to Stories and Advice
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The Art of Storytelling – 9 Methods
#8 - Seasonal/Event-related
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#9 – Glitz and Glam
The Art of Storytelling – 9 Methods
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OUTREACH – Some of these people are not like the others, Forget 100,000 Followers, Start at Finding 1000 Real Fans
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The Influencers – They Know More, They Connect, They Adopt Earlier - Find Them
LOCAL
BY INTEREST
RAW SCORE
PROFESSIONAL
THE BEST BLOGGERS
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1. Employees (and affiliates and stakeholders)
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 Fans
Source: Agent Wildfire 2010 Community Management Survey
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4. INCENTIVES & MOTIVATIONS “what’s in it for me?”
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82
Never Forget – Humans are Hard Wired Social Animals
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– 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
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• 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
27 Community Incentives - Intrinsic
“How do I identify with, help the community”
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• 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
27 Community Incentives - Extrinsic
“How do I appear to others?”
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• Invitation to Events (#1) • 3rd party incentives • Customized/personalized
treatment • Non-monetary rewards • Discounts • Points accumulation • Customer service • Information/advice • Cash rewards
27 Community Incentives - Explicit
“What is my direct, tangible reward?”
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Kiva – Intrinsic, Extrinsic and Explicit Rewards
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5. RULES, GUIDELINES & RITUALS “what can/can’t I do here?”
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• Experience Facilitation
• Legal & Ethical Concerns
• Employee Policies
• Ownership Rights
• Support, Training and Certification
• Rituals/Customs
Rules - Kodak – Good Empowering Rules Air Force – Good Prescriptive Rules
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6. TOOLS & PLATFORM “the home and away game – where do we play?”
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Have a Home, Neutral and Away Game
Home: Website
Blog Community
Forums
Away: Social Networks
Sharing Sites Other Blogs Influencers
Neutral: Brand Pages
Personal Profiles RSS Feed
Facebook Connect
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Our Social House has many rooms…and keeps expanding
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Some rooms you…
Play Entertain
Escape Converse
Learn Create
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The Core 10 for a Cause
Tool Metaphorical Room Organizational Benefits
1. Facebook - “The Living Room” - Ubiquity, Socialness, Integration 2. Email Provider – “The Mailbox” - Outbound, Connection, Fans 3. Twitter - “The Front Porch” - Trends, Viralness, Launches 4. Blog - “The Garden” - News, Comments, Feeds, SEO 5. Community Site – “The Pool” - Fans, Deep Engagement 6. 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
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•Face to face
•Video chat •Phone call •Chat service (AIM, Skype) •E-mail •Facebook message •Facebook wall post •Tweet
Lowest engagement Greatest reach
Highest engagement Lowest reach
Are you listening to me?
Degrees of Engagement
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The Home Game – “The Lure” Owned Community Platforms
Website + Owned Community + Affiliated Community
- Type of Software/Language
- Cost, Resources & Time
- Customization
- Scalability, Integrated & Usability
- Security & Ownership
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7. COMMUNITY MANAGEMENT “who will lead the conversation?”
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How to Avoid This…
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Community/Brand Evangelists - Tasks
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1. Communication 2. Content Creation 3. Company/brand evangelism 4. 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
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1. Leadership/charisma
2. Diplomacy/Patience
3. Customer/member empathy
4. Persistence
5. Social/Networking
6. Communication Skills
7. Technology Skills
8. Passion for company/brand
9. Change Agent
10. Creativity
11. Leads the lifestyle of the customer
Top Skills of Community Managers
Source: Agent Wildfire 2010 Community Management Survey
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8. LIFE STAGE OF THE COMMUNITY “when do we need to adapt?”
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The Life Stage of Social Media/Community
Fresh produced content Highlight contribution
Incentives pitched Networked
Seeded audience
Milestone achievement User generated content Incentives materialized
Mass supported Expected cycle of activity
Expansion Broadened focus
Company culture change Self-governance
Tiered membership
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Life Stage Management – The AGBU
Experiment Quarterly (Threadless)
Reinvent every 2 years (Dell)
Not monitoring/moderating daily
Not reviewing weekly
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9. METRICS, MEASUREMENT, INSIGHTS & ROI “what do we measure and look for?”
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Social Media Measurement - No Silver Bullet Formula
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- Measure The Applause, Not the Attendance -Try many small testable experiments
-Have goals, track over time
Different Brand Yardsticks
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10. CULTURE & ORGANIZATIONAL CHANGE “how will we be changed? Channeling Tom Sawyer”
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Lego – Success by a Thousand Paper Cuts
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Mozilla Firefox A Wikibrand Role Model
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Intuit – B2B Community Builder – A Safe Haven for Answers
111
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eBay Green Team – Challenging Yourself
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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
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What’s Next?
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In the Year 3000…
“YouTube, Twitter and Facebook will merge and become an uber social
network “YouTwitFace”
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Types of New Media Future Growth
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5 Deep Thoughts to take Back to the Office
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#1 - Get Some Executive Sponsorship, Rules, Listening tools, 3-6 months and Participate
- The First 5 Days (64 hours)
- Each Day (30 minutes/day)
- Every month (10 hours/mth)
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#2 – Leverage Your Own Crowd Host Employee/Customer/Stakeholder Ideajams
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#3 – Find Your Real Hardcore Fans Invite them into The Front Row or On Stage
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#4 - Go Ahead, it’s OK to FLIRT
1. Focus
2. Language and Content
3. Incentives, Motivations and Outreach
4. Rules, Guidelines and Rituals
5. Tool and Platforms
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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
#5 - In a world of no time, attention and trust…don’t play it safe or follow others
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Let’s continue the conversation…
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Your Voice – Not for Profits
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The Wikibrands/WikiGood Survey - 23 survey questions you always wanted to know on Engaged NFPs - Access to research ahead of time and chance to win Wikibrand books and a workshop -Twitter Chat June 21 - #wikichat 3-4:30pm EST
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Q&A