Wikibrands

- Reinventing Your
Business in a Customer-
Controlled Marketplace

Sean Moffitt @SeanMoffitt A Presentation to:

Ottawa, Ontario SMB Ottawa
June 2, 2010
www.agentwildfire.com
So What The Heck Do I Know?
 Obstacle #1 –
There are 45,000 social
media experts online right
now
Instead, we studied the best…

- Interview 50 top
global experts

- Study of 100 of the

most engaged
businesses/brands

- Part of a
multimillion study
with Don Tapscott
 We went cross industry for insight …

Finance- American Hospitality –

Running - Nike Plus Express Starbucks

B-to-B Travel –
- Intuit Automotive - Camp Jeep Starwood Hotels

Tech – Dell ecommerce – eBay Startup - Freshbooks

 Obstacle #2 –
If you have a profile on
Facebook, you have an
opinion…
Just A Blonde Guy With a Cause

…Authenticity, Passion, Storytelling

We built some verifiable proof
- 2nd annual report

-Survey of 300
Canadian
marketers, media
and executives

-30 questions on
new media,
technology and
customer culture
 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 Years
Traditionalist” 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”
A Culture Change is Required

MASS DIRECT SOCIAL

MARKETING MARKETING INFLUENCE
MARKETING
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…
7 Fundamental Changes are Occurring
in How We Build Great Business

• Shifts in media
• Shifts in brand drivers*
• Shifts in customer needs
• Shifts in technology
• Shifts in demographics
• Shifts in business models
• Shifts in economy
 One highlight – what used to build brands and
business is not what builds them now
Top 8
Top 8 Value Differentiation
Desirability Drivers Drivers

- High Quality - Unique

- Trustworthy - Dynamic
- Good Value - Different
- Reliable - Distinctive
- Original - Innovative
- Simple - Visionary
- Fun - Daring
- Leader - Progressive

Source: Y&R Brand Asset valuator

There’s a new currency on how to build business

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

“Something you
“Something you Prefer” “Something you Love” Participate In”

23
 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 Canadians
Engagement – ½ log on everyday
Age - 37% are over 35 years old
Associations - 500,000 pages/5.3 billion fans
Purchasers - 53% female
Connected - 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+ users
Experts -10% of audience is posting 90%
of tweets
#4 – It will Keep Growing
⌧ Canadian Marketers plan
on spending more/less in
2010:

More
Less
Newspaper 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

71% of marketers
are less/only
equally familiar with
the use of social
media tools than
their customers

Question: How familiar are you with the tools of social media?
#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

Interesting- Social
ness Targeted

Conversation
Findability

Collaboration Content Engine

Visual

Community
Offline Portal

Aggregation

Direct Blog/RSS
Multimedia

Grassroots
Updates
Outreach Badging
Outreach – Not Everyone is Equal

Visual
INCENTIVES & MOTIVATIONS
“what’s in it for me?”
 25 Community Incentives - Intrinsic

“How do I identify with, help the community”

• 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 - Extrinsic
“How do I appear to others?”
• 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 - Explicit

“What is my direct, tangible reward?”

• Customer service
• Information/advice
• 3rd party incentives
• Customized/personalized
treatment
• Cash rewards
• Non-monetary rewards
• Discounts
• Invitation to Events
• Points accumulation
 Souplantation

45,000 Facebook fans, 12,000 twitterers

RULES
“what can/can’t I do here?”
 Rules

• Experience
Facilitation

• Legal & Ethical

Concerns

• Employee Policies

• Ownership
Coca Cola’s 10 Social Media Rules
1) 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
Milestone achievement
User generated content
Incentives materialized
Mass supported
Expansion
Expected cycle of activity
Broadened focus
Company culture change
Self-governance
Tiered membership
Fresh produced content
Highlight contribution
Incentives pitched
Networked
Seeded audience
METRICS, MEASUREMENT,
INSIGHTS & ROI
“what do we measure and look for?”
 The Most Popular Community Metrics
- 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%
CULTURE & ORGANIZATIONAL
CHANGE
“how will we be changed?”
Why aren’t we doing this? And succeeding?
 Implementation Issue – Lip Service > Action

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

 Key takeaways
-Business and brands do belong

- 6 Potential benefits/reasons why

- Create a Wikibrand culture

- Listen

- Remember to FLIRT

- Resource for sustainability – MILC

 -McGraw-Hill
(Dec, 2010)

@wikibrands
Facebook 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/