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?
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:[email protected]@seanmoffitt