Wikibrands
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Sean Moffitt @SeanMoffitt
Ottawa, Ontario
June 2, 2010
Wikibrands - Reinventing Your
Business in a Customer-Controlled Marketplace
A Presentation to:
www.agentwildfire.com
SMB Ottawa
So What The Heck Do I 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�
Just A Blonde Guy With a Cause
�Authenticity, Passion, Storytelling
- 2nd annual report
-Survey of 300 Canadian
marketers, media and executives
-30 questions on new media,
technology and customer culture
We built some verifiable proof
Obstacle #3 �The Cluetrain has left the station�organizations, businesses and brands don�t belong in social
media
Social Media = Smart Business
�The Sensitive New Age Social Media� Religion Type
�The Never in a Million YearsTraditionalist� Religion
Key Point - You Don�t Have to Choose Sides, Social Media is not a Religion
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
Let�s get started�
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
Business and Brands still Matter�.
�but�
� Shifts in media� Shifts in brand drivers*� Shifts in customer needs� Shifts in technology� Shifts in demographics� Shifts in business models� Shifts in economy
7 Fundamental Changes are Occurring in How We Build Great Business
One highlight � what used to build brands and business is not what builds them now
Top 8 Value Desirability Drivers
- High Quality- Trustworthy- Good Value
- Reliable- Original- Simple
- Fun- Leader
Source: Y&R Brand Asset valuator
Top 8 Differentiation
Drivers
- Unique- Dynamic- Different
- Distinctive- Innovative- Visionary
- Daring- Progressive
23
�Something you Buy� �Something you Trust� �Something you Want�
�Something you Prefer� �Something you Love��Something you Participate In�
There�s a new currency on how to build business
Wikibrands � personal brands and social phenomena are great; but we want to know how
social media affects these people?
Why Now?- Business Use of Social Media-
Top Reasons �Why Now Social Media
#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
½ Dozen Reasons Why This is Important?
#1 -Engaged brands are
winning.
Engaged Brand Value
+18%
Non-Engaged
Brand Value -6%
Interbrand 2010 Top Global Brand report
#2 � Social Media = Many Benefits
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
Brand Support (Customer service)- Customer service- Education/ advice- Value-add experience- Lead industry conversation
Brand Serendipity (HR)- Stories/Inspiration- Corporate social responsibility- Galvanize employees- Traditional media interest
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
Maker�s Mark Advocates
Molson in the Community
Doritos Content
Starbuck�s Insight
Whole Foods Support
Pepsi Serendipity
The Top Reasons Why Canadian Business Use
Social Media Now
Most Frequently Stated Objectives
#1 - Deliver buzz/awareness/publicity#2 � Participate in a Dialogue/Conversation#3 - Drive brand loyalty/affinity/lifetime value of customer#4 � Build better customer experiences#5 � Deliver web visitors/offline traffic#6 � Drive referrals, leads, members#7 � Develop/enhance grassroots credibility
#3 � It�s Where Your Audience Lives
Online Canadians are spending 18 hours online each week (higher than TV)
We�re spending 82% more time on social networks than last year
Scale � 14,252,000 CanadiansEngagement � ½ log on everydayAge - 37% are over 35 years oldAssociations - 500,000 pages/5.3 billion fansPurchasers - 53% femaleConnected - Average 130 friends
Scale � 3,000,000 Canadians (est.)Followers � 190 followers each (after 2 yrs)Influence - 0.7% of audience are followed
by 1000+ usersExperts -10% of audience is posting 90%
of tweets
#4 � It will Keep Growing
⌧ Canadian Marketers plan on spending more/less in 2010:
MoreLessNewspaper 5% 32%Radio 5% 33%TV 4% 37%Magazines 3% 39%
Ching Ching $$$There is a solid industry business case
79% of firms will be increasing
investment in Web 2.0 technologies;
only 6% will decrease.
Source: Gartner, Sept 2009
Types of New Media Future Growth
#5 � We�re Not Very Good at It
Business and marketing are lagging their customers
Question: How familiar are you with the tools of social media?
71% of marketers are less/only
equally familiar with the use of social media tools than their customers
#6 � Your Customers Want It
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
The Recipe for Success?
Technology? Design? Funding?
The Biggest Social Media Sins- Listening, Content and Focus
The FLIRT Model � A Recipe for Community Success
FOCUS� �Why are we doing this/what are we doing?�
FOCUS� Marry All Parties� Interests/Capabilities
FOCUS� Two Big Axioms
Social/member needs > Company needs
Focus > Technology
Nike + -Members/Customers Values/Lifestyle/Desires
LANGUAGE & OUTREACH�do I like this/can I identify with this?�
�It doesn�t matter what you say, if I don�t like the way you�re saying it�
James Cherkoff, Collaborate Marketing
Outreach - The Community Tentacles
CommunityPortal
Content Engine
Blog/RSS
SocialTargeted
Findability
Visual
Multimedia
Updates
Interesting-ness
Conversation
Collaboration
Offline
Direct
Grassroots
Outreach Badging
Aggregation
Visual
Outreach � Not Everyone is Equal
INCENTIVES & MOTIVATIONS�what�s in it for me?�
� 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
25 Community Incentives - Intrinsic
�How do I identify with, help the community�
� 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
25 Community Incentives - Extrinsic
�How do I appear to others?�
� Customer service� Information/advice� 3rd party incentives� Customized/personalized
treatment� Cash rewards� Non-monetary rewards� Discounts� Invitation to Events� Points accumulation
25 Community Incentives - Explicit
�What is my direct, tangible reward?�
Souplantation
45,000 Facebook fans, 12,000 twitterers
RULES�what can/can�t I do here?�
� Experience Facilitation
� Legal & Ethical Concerns
� Employee Policies
� Ownership
Rules
Coca Cola�s 10 Social Media Rules1) Be Certified in the Social Media Certification Program.2) Follow our Code of Business Conduct and all other Company policies.3) Be mindful that you are representing the Company.4) Fully disclose your affiliation with the Company.5) Keep records.6) When in doubt, do not post.7) Give credit where credit is due and don�t violate others� rights.8) Be responsible to your work.9) Remember that your local posts can have global significance.10) Know that the Internet is permanent.
TOOLS & PLATFORM�how and where does it work?�
Platform Choice - Criteria
- Type of Software/Language
- Cost & Time
- Customization
- Scalability & Usability
- Security & Ownership
Platform Choices
COMMUNITY MANAGEMENT�who will lead the conversation?�
How to Avoid This�
Community/Brand Evangelists - Tasks
The Hero Community Manager � Nature Valley
The Collective Effort - Kashi
The Outsourced Effort � Philadelphia Cream Cheese
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
ExpansionBroadened focus
Company culture changeSelf-governance
Tiered membership
METRICS, MEASUREMENT, INSIGHTS & ROI
�what do we measure and look for?�
- Traffic Pattern & Statistics - 75%
- Community Member Engagement - 74%
- Unique Number of Visitors - 72% - New Member Registration - 70%
- Member Satisfaction - 59%- Provide Feedback/Ideation for R&D - 49%- Number of Referrals by Members - 33%- Transition Lurkers into Active Members - 29%
- Impact of community on revenue - 27%- Mentions of Organization or Brand on other Community Sites - 27%
The Most Popular Community Metrics
CULTURE & ORGANIZATIONALCHANGE
�how will we be changed?�
Why aren�t we doing this? And succeeding?
The biggest obstacles that continue to exist in implementing Wikibrands/social media in
your company/clients?
1. Lack of Budgets 32% 2. Inability for company culture to accept 26%3. Technical skills required to implement 24%4. Inability to measure 23%5. Fear of loss of control 21%
Source: Agent Wildfire Buzz Report 2009/10
Implementation Issue � Lip Service > Action
-Business and brands do belong
- 6 Potential benefits/reasons why
- Create a Wikibrand culture
- Listen
- Remember to FLIRT
- Resource for sustainability � MILC
Key takeaways
-McGraw-Hill (Dec, 2010)
@wikibrandsFacebook group
Blog, Wiki, Tour and Awards to
follow
Let�s Start Your Next Brand Conversation�Inquire: spreadtheword (at) agentwildfire.com
Phone: 416-255-4500
URL: www.AgentWildfire.com
Book: @wikibrands
Blogs: http://BuzzCanuck.typepad.com/
http://www.spreadslikewildfire.com/
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