Wikibrands - Reinventing Your

Business in a Customer-Controlled Marketplace

www.agentwildfire.com

So What The Heck Do We Know?

Obstacle #1 – There are 45,000

social media experts online right

now

- Interview 50 top global experts

- Study of 100 of the most engaged

businesses/brands

- Part of a multimillion study with Don Tapscott

Instead, we studied the best…

Running - Nike PlusFinance- American Express

Hospitality – Starbucks

B-to-B - Intuit Automotive - Camp Jeep

Travel – Starwood Hotels

Tech – Dell ecommerce – eBay Startup - Freshbooks

We went cross industry for insight …

Obstacle #2 –If you have a profile on Facebook, you have an opinion…

-Tapped nGenera’s thought leader and research network

-Agent Wildfire’s Annual Buzz Report

-Survey of 300 marketers, media

and executives - 30 questions on new

media, technology and customer culture

Instead, we built some verifiable proof

Obstacle #3 –The Cluetrain has left

the station…perception exists -organizations,

businesses and brands don’t belong in social

spaces

- 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

Don’t be fooled, people want brands…just under the right terms

Social, Participation, Engagement, Collaboration, Influence, Community

= Smart Business

Key Point - You Don’t Have to Choose Sides, Social Business is not a Religion

It’s for the “Never in a Million Years Traditionalist”

It’s for the “Sensitive New Age Social Media” Type

For both, fundamental changes are occurring in how we build our brands…

Business has had the Gift of Tech-enabled Engagement and Collaboration Drop in Their Lap

Definition: noun

A progressive set of organizations, products, services, ideas and causes, tapping the powers of customer participation, social influence and collaboration to drive business value

Derived from Hawaiian word “wiki” meaning “quick: subsequently meaning “tribal knowledge and a collaborative website” and Middle English word “torch” meaning “a distinctive name identifying a product or a manufacturer”.

-More credibly

- More immersively

- More exponentially

- More insightfully

- More empathetically

- More responsibly

Wikibrand-ing allows you to connect with your customers

Caveat - There is a difference between “Being Social”

Versus “Doing Social”

MASS MARKETING

DIRECT MARKETING

SOCIAL INFLUENCE MARKETING

A Culture Change is Required

Wikibrands: Culture

Wikinomics - 2007 Don Tapscott“How Mass Collaboration Changes Everything”

-Openness- Peering- Sharing

- Globalness

Wikibrands - 2010 Sean Moffitt and Mike Dover“How Customer Participation Changes Business”

- Online community and content- Customer engagement and brand experience

- Social influence, buzz and word of mouth- Peer to peer media and technology

23

“Something you Buy” “Something you Trust” “Something you Want”

“Something you Prefer” “Something you Love”“Something you

Participate In”

The new currency on how to build business

Key Wikibrands Book ContentI. Background- History of brand building and key 7 market forces at work accelerating need for change- A reference and jumping off point from the key principles espoused by Wikinomics- A quick summary on what the book offers, what client examples we’ll draw on and what a different approach we’re taking with this book II. The Pillars of Great Wikibrands- Conditions in place at wikibrand companies- Product/innovation environment- Cultural commitment - Stating the case - what 6 core reasons for brands to wikify themselves- Listening and engaging  

Key Wikibrands Book Content 

III. Building a Wikibrand -The Flirt Model The Strategies, Execution and Tactics for establishing a wikibrand

- Focus- Language and Outreach- Incentives & Motivations- Rules-Tools and Platform

IV. Maintaining a Wiki BrandThe Four Things To Get Right for Continued Success

- Community management- Lifestage management- Internalizing the benefits- Measurement and metrics

 

Key Wikibrands Book Content

V. Expanding the Conversation- The Personal Brand- The Future- Reference Guide - Wikibrands Online - - Tout to go to wiki, vlog and community to keep the conversation going- 25 quick reference pieces- The Wikibrands’ Hall of Fame - Author backgrounds

Wikibrands Examples

- Large company profiles- Dell, Cisco, Nike, Starbucks, Kraft, Best Buy, P&G, Frito-Lay, EMC, - Unilever, Pepsi, Kraft, Intel, Wells Fargo, Molson, H&R Block- Jet Blue, Kodak, Ford, Jeep, Kaiser Permanente, Whole Foods

- Mountain Dew, Patagonia, Blackmore’s, Johnson & Johnson, Alli- Starwood, Red Bull, BBC

- Global profiles- Lego, Innocent Drinks, Mozilla Firefox, Specialized Bikes, Amazon, - IBM, SAP, Microsoft, eBay, London 2012, Nokia, Panasonic- Nintendo, Blackberry, Weight Watchers, Electronic Arts- Research in Motion, Levi Strauss, Lonely Planet

Wikibrands Examples

- Grassroots underdogs- Method, PEMCO, Lomo Cameras, Maker’s Mark, Threadless- WD40, Sharpie, Dave’s Killer Bread, Roger Smith Hotel- Souplantation, Graco, Stonyfield Farms, Sweet Leaf Iced Teas

- Mabel’s Labels, Streetza Pizza, North Face, Vancity, Moo Cards- Joffrey’s Coffee and Tea, Segway, Barilla Pasta, Kogi BBQ

- Upstarts- Zappos, Stormhoek, eBay, John Fluevog, Mint, Livestrong, AMC - Wind Mobile, Nature Valley, Kashi, Method, Fiskars, Lululemon- Crowdspring, Harley-Davidson, Flying Dog Ales, Humana- Naked Pizza, Blendtec, Tasti D-Lite, Dogfish Beer, UFC

Wikibrands Examples

- B-to-B Brands- Intuit, American Express, Adobe, EMC, Reuters, Salesforce.com- Cree LEDs, LinkedIn, Ariba, Avaya, Open Kernel Labs- Indium Corporation, Freshbooks

- Not-for-Profit Brands- Movember, Livestrong, Red Cross, Museum of Modern Art- Moveon.org, Leukemia & Lymphona Society, Kiva- National Wildlife Federation, Charity Water

- Personal Brands- Adventure Girl, The Sartorialist, Loic Lemeur, Guy Kawasaki- Gary Vaynerchuk, Neil Pasricha, Keith Ferrazzi, Jamie Oliver- Robert Scoble, Joe Pine, Dan Schawbel

The FLIRT Model – A Recipe for Community Success

Wikibrand Future Content Extensions

- Blog – case studies, news, insights, videos, extra content, book tour interviews

- Collaborative Wiki –engaged business directory and added chapter

- The W List – a panel of hundred + engaged business experts

- Free and Book purchase-only value add content - extra tools and insights to take back to the office and life

Wikibrand Future Content Extensions

- The Wikibrand EQ Test – a 100 pt. test judging your company’s preparedness

- Wikibrand Awards – the top all-time and annual engaged brands

- Wikibrand Executive Bootcamps - intimate and inspiring "learn how to engage" C-suite events

- Wikibrand World Map – the best engaged business and experts from around the world

-McGraw-Hill (Dec, 2010)

Link

Twitter:@wikibrands

Facebook group/page to follow

Let’s Start Your Next Brand Conversation…

Inquire: wikibrands (at) agentwildfire.com

Phone: 416-255-4500 x226

URL: www.AgentWildfire.com

Twitter: @wikibrands

Other Blogs: http://BuzzCanuck.typepad.com/