Wikibrands - Looking Under the Hood, What Makes Winning, Engaged Brands Tick in 2011 and Beyond - ACA Presentation - October 2011

Wikibrands – Looking Under the Hood, What Makes Winning, Engaged Brands Tick in 2011 and Beyond

October 2011ACA 360

@wikibrandsSean Moffitt @seanmoffitt

Impossible is Nothing…

Moneyball Knows…

Reframing the Game“Your goal shouldn't be to buy players. Your goal should be to buy wins. In order buy wins, you need to buys runs.”

Thinking Differently“We are card counters at the blackjack table. And we're gonna turn the odds on the casino."

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?

Let’s be honest, we need to change and get better…

Caveat - “A Practical Guide”?

“The first guy that breaks down the wall of how it's always been done always comes out the other side bloody” John Henry, Moneyball

So we wrote a book…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”

Ross Mayfield, President, Socialtext“Wikibrands offers marketers a rich

understanding of how social media can drive engagement for brands that make

them true”

David Smith, Global Managing Director, Accenture“The path forward presented in Wikibrands is bright, helping change the landscape in an area ready for consumer driven, open innovation."

Why - Wikibrands?

…we hate the word “social media”

“Facebook is Ringo, Social Media is George, Word of Mouth is Paul, but Social Business is John”

Social Business105M

Word of Mouth55M

Social Media14M 11M

“Something you Buy”1850

“Something you Trust”1910

“Something you Want”1950

“Something you Prefer”1980

“Something you Love”2000

“Something you Participate In”

2011

A Premium Brand is Now a Mark of ParticipationWikibrands - A new currency on how

digitally engaged brands build business…

- Word of mouth- Grassroots marketing- Social influence- Customer participation- Digital engagement- Online community- Connected media- Member collaboration- Awesome customer experience- Distributed Content

Equalssuccess in business

How – Wikibrands?10 Continents/100 Engaged Brands

What – Wikibrands?

Published by McGraw-Hill (2011 Launch)

Twitter: @wikibrands

Website: www.Wiki-Brands.comNow a:- Business Consultancy- Training Firm- Executive Counsel

Agent Wildfire/Wikibrand’s 3rd Annual Buzz Report Survey

http://www.surveymonkey.com/s/buzzreport2011

“My business may not survive over the next 10 years if we don't act swiftly to technology/digital culture”

65% agree/strongly agree

30 Insights/30 Minutes

•10 Inconvenient Truths and Immutable Laws of the Social ‘Net

•10 Wikibrand Success Factors for Engaged Brands (FLIRT/ MILCC models)

•10 Smart Bets for the Future

Awesomeness Socialness Authenticity Customer-ness

The 10 Immutable Laws of the ‘Net

Psychology Versatility 13Es 49th

InfluencePresence

“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

The 1st Law of the Social Net - Awesomeness

People don’t talk about average or even good stuff…

Fact - The World is Not Created Equal…

Whether its business, products, services, motives, TV shows, people….

There is the “AWESOME” - 1%

There is the “GOOD” - 20%

There is the “BAD” - 20%

There is the “UGLY” - 1%

What are You Talking About That’s Awesome?

Only 1.5% of Tweet conversations…

Are three levels (replies) deep

Only 0.9% of Facebook Users have… More than 500 friends

The Law of Awesomeness Online

Source: Y&R Brand Asset valuator

Top 7 Things That People Talk About

YOUR Brand

1. Unique2. Dynamic3. Different4. Distinctive5. Innovative6. Visionary7. Daring

In a Wikibrand World - Act different, be different, think different

23The 2nd Law of the Social Net - Socialness

People engage to be social not to be your brand BFF…

To Survive (Kiva/LinkedIn)

To Connect (Facebook)

To Make Sense of the World (Wikipedia)

To Reduce Risk & Uncertainty (Amazon)

To Benefit Economically (eBay)

To Relieve Tension (YouTube)

Six Core Human Instincts on Why We Talk

– Online Community Motivation – Why Do True Fans 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

1800People

Strength

Me in 1992Me in 2011

150150

2000

5000

3500

8000

4000

X 12

X 12

X 500

X 190

X 170

X 170

X 170

5.4 MillionPeople

Strength

800 X 40

The 3rd Law of the Social Net - Authenticity

You really can’t fake, broker or shortcut this stuff…

MASS MARKETING

DIRECT MARKETING

SOCIAL INFLUENCE/WIKIBRAND MARKETING

A Genuine Culture Change is Required

ControlHypeDecisionsFeatures

CollaborationTransparencyDialoguePurpose

Top Reasons – Social Media Why Now Business Executives?

#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 2011

The 4th Law of The Social ‘Net – Customer-Ness

Most brands fail to deliver customer wants online…

Executives who believe the Customer

Experience is the new battleground

- 95%

Executives who believe they are

delivering a positive customer experience - 80%

CUSTOMERS WHO AGREE -

8%

Customer Experience Reigns- Who Knows Better Than Your Customer -

• iTunes, Craigslist, Zipcars

Freedom

• Nike, Converse, Jones Soda

Customization

• Amazon, RED, Wikileaks

Scrutiny

• Innocent Drinks, Vans, Trader Joes

Integrity

• John Fluevog, Wikipedia, Doritos

Collaboration

• Red Bull, Axe, YouTube

Entertainment

• Zara, Calvin Klein, Google

Speed

• Toyota, Apple, Netflix

Innovation

The Modern Customer’s Key Needs- Engage Me, Excite Me, Make it Easy or Pay the Price -

The CEO's #2 and #3 priorities are customer service and experience;

Advertising and promotion rank #12 and #14.

Source: Microsoft Roundtable Study

What Your CEO Really Cares About

The 5th Law of The Social ‘Net – Presence

Most brands are irrelevant most of the time to their customers…

This is a constantly shifting landscape…

The average tweet lasts 12 minutes

The average Facebook post lasts 80 minutes

The average blog post last 1 ½ days

Source: SNCR/Buzz Report

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

“Let the Intern Solve It” - Syndrome

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

The 6th Law of The Social ‘Net – Influence

Some of these people are not like the others…

You can’t chase everybody…

“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?”

13.8% of online population…

…create 80% of the online influence posts

6.2% of online population…

…create 80% of the online influence impressions

Influencers Make Themselves Known Online

The 6 Types of Influencer – Find and Embrace Your Top 1000 Fans…

We know how to find these people now

The 7th Law of The Social ‘Net – Psychology

Having the best software suite matters little…

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

What are the biggest elements to Online Word of Mouth?

Conversation Worthy Idea/Concept?

Great Product/Brand?

Customer Experience?

Audience who participates?

Culture/employees of a company?

Method of interaction?

Incentives for referral?

Strong process?

Creative/design used?

Tools used /platforms built?

Top 10 Ranked WoM 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/technology platforms builtSource: Wikibrands Buzz Report

A Great IdeaFreshii and The Social Menu

The 8th Law of The Social ‘Net – Versatility

New digital media is just not media…

Digital Media Does Not Equal Marketing

Earliest Reason – Brand Perception

Most Bankable – Brand Support/Service

Most Lucrative – Brand Content

Most Overlooked – Brand Insight

Most Popular – Brand Advocacy

Most Unplanned/Viral – Brand Serendipity

Top Reasons to use New Digital/Social Media?

#1 Drive referrals/leads/members

#2 Participate in a conversation/dialogue

#3 Develop grassroots perception/credibility

#4 Deliver awareness/buzz/publicity

#5 Deliver web visitors/offline traffic

Source: Wikibrands Buzz Report

The 9th Law of The Social ‘Net – 13Es

The 4Ps have had a 60 year run, let them retire gracefully…

Evangelism(promotion)

Escape

EffiliationExperience(product)

Exchange(price)

EquityEntimate

EstheticsEntegrity Exposed

(place)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?Well would you?

The 10th Law of The Social ‘Net – 49th Parallel

There is no way we should lag our international partners on this work…

Ranked #1 Online penetration –79%/26.7 million Canadians onlineOnline usage –average 43.5 hours online per monthOnline video – 251 videos/17.2 viewing hours per monthLinkedIn usage - 15% of online Canadians useGaming – spend 4.5 hours each week

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

Social media age breakdown – usage is younger-skewed but broad spread, 18-34 {86%}, 35-54 {64%}, 55+ {43%}

Mobile Usage – there are 24+ million Canadian mobile subscribers

.

-  

Source: comScore eMarketer/Ipsos Reid/Nielsen

Canada is the #1 Social Nation!

Source: comScore eMarketer/Ipsos Reid/Nielsen

But Canadian Companies Lag

But less than 20% :

- Have fully implemented new, social media

- Formally measure what they do

- Seek external advocates for their business

The Recipe for Success?

..10 Factors

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

#FOCUS– Four Big Axioms

Social/member needs > Company needs

The social customer has 4 seconds…

Focus > Technology

FOCUS– The 4 Legs of the Wikibrands Strategy Couch

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

#3 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

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

on the social web

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

OUTREACH – The Community Richter Scale

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 Fans

Source: Agent Wildfire 2010 Community Management Survey

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

• Fun & enjoyment• 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

“The Feel Goods”

• Recognition by company• 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

“The Look Goods”

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

treatment• Non-monetary rewards• Discounts• Points accumulation• Customer service• Information/advice• Cash rewards

27 Community Incentives - Explicit

“The Get Somethings”

Hmmm ….Watermark

Kiva – Intrinsic, Extrinsic and Explicit Rewards

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?” A home, neutral and away game…

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 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

WOMWILDFIRE

OVERVIEW:

The Essential 7 Home Game Tools

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

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 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

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

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

ExpansionBroadened focus

Company culture changeSelf-governance

Tiered membership

Life Stage Management

Experiment Quarterly (Threadless)

Reinvent every 2 years (Dell)

Not monitoring/moderating daily

Not reviewing weekly

THE GREAT

THE GOOD

THE BAD

THE UGLY

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

Digital Media Measurement - No Silver Bullet Formula

- 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?”

The Biggest Wikibranding Sin- Social Deafness -

Source: Agent Wildfire 2010 Buzz Report

Internally,Get Employees on the Bus…

The Future of Digital

Top 10+1 Trends To Consider

1. Mobile is Top Mover. Followed by Social Networks

2. The Socialization of TV and the M-Screen

3. Augmented Reality + QR Code Madness

4. Near/Influencer Networks

5. Global Individualism and Ego

6. Sacred Cow Industries – Health, Education, Energy, Banking

7. Social Commerce and Finance

8. Smarter Outdoor

9. Partner/Purpose Driven Marketing

10. Video (and the war over Video)

11. The Anti-Facebook?

Mobile #1Highest Growth for Marketing

1.Mobile

2. Social Networks

3.Branded Entertainment/Advergaming

#2 - Social TV – N-Screen…even TV is now Social

#3 – Augmented Reality

#4 – Near Networks/Influencer Networks

#5 – Global Individualism and Customization (and the end to Privacy?)

#6 – Sacred Cow Industries

Global media industry $600 billion industryDigital Media $90 billion industrySocial Media $14 billion industry

Global education industry $ 2 trillion annually

Global health care industry $ 4 trillion annually

Global energy industry $ 6 trillion annually

Global banking industry $ 7 trillion annually

#7 Social Commerce

#8 Smarter Outdoor

#9 - Partner/Purpose Driven marketing

#10 Video and The War Over Video

90% of IP Traffic and 64% of Mobile Traffic by 2013

106

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..Canadians are big among these

Let’s Start The Conversation…

Inquire: [email protected] (at) agentwildfire.com

Phone: 415-458-2818

URL: www.wiki-brands.com

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

Explore: The Buzz Report (e-newsletter)Signup at www.AgentWildfire.com

Learn: Executive Seminars