The document discusses a presentation on reinventing organizations for a connected, fast-changing world through building a "digital genome" and discusses Wikibrands as a way for organizations to engage customers through social media. Several trends impacting digital engagement over the next few years are identified, including a focus on experience, entertainment, curation, connection, and innovation. Measurement of social media efforts and balancing strategic objectives with incentives, resources, and culture are also covered.
Investment in The Coconut Industry by Nancy Cheruiyot
Reinvent Your Organization in a Connected World
1. Wikibrands II
Reinventing the Future of Your
Organization in a Connected, Fast-
Changing World ..Building the
Digital Genome
SMC Seattle
February 28, 2012
Wikibrands - Reinventing Your Organization in a Customer-Driven
Marketplace
4. Evidence to the Contrary
- 8 out of top 10 grossing
movies from last year were
sequels
- New content important to
your future “foresight” – we
have split the social/digital
genome
- Some terrific Seattle news…
5. I’ve become the
new COO/CMO for
the newest
National Hockey
League team
The
“
Seattle
Ventis”
6. Wikibrands – Tale of The Tape
• 137th presentation
• 8 languages
• 11 Countries
• Now 13 months later…
7. Validation
• Increasing maturation of social
• Social business > media
• Hollowing out of marketing and
agencies
• Digital prioritization externally
• Mobile as transformative force
8. Concern
• Content laziness
• Social as an algorithm
• Monetization ruins the
party - privacy and closed
networks
• New technology catch up
9. Surprises
• Resiliency of Facebook
and Apple
• Google + as an Upstart
• Tabletization of the world
• Corporate lip service
13. #2. Roadmap for Building a Wikibrand
• Focus
Top 3 Benefits/Balance Four Legs/ Passes 4 Second Mom Test
• Language/Content
50 Posts/Editorial Schedule/Hits Frequency Hits Variety Thresholds
• Incentives/Outreach
Top 5 Incentives/Top 100-10,000 Fans
• Rules/Guidelines/Training
Existence of Policy/Governance/Triage/Training/Top 10 Scenarios
• Tools and Platforms
Approach to Top 15 Tools/Integrated Home Game/First Mover Advantage
14.
15. #3 Need to Get the 4 Strategic Legs Right
Business/ Organization
Sponsorship Objectives Incentives
Vision Resources
Revenue
Talent
Marketplace
No Relevance Culture
Partners
Values Process
No Execution No Direction
Positioning Needs/Wants
Benefits No Capability Experience
Product/Service
Advocacy
Support Media
Brand Community Customer
Attention
17. #4 The Four F Words of Digital Media
- Search Engine Exposure/Traffic
- Awareness/recognition
Get Found - Visibility
- Market education
- Improved Perception/PR
Get Fame - Grassroots credibility/affinity
- Pass along/viralness
- Thought leadership
- Leads/Revenues/Funding
Get Fans -
-
Online community/ambassadors
Word of mouth/referral
- User generated content/support
- Dialogue & Conversation
Get Feedback - Ideas and innovation
- Competitive Intelligence
- Reviews/ratings/ testing
18.
19. #5 Ideas and People Trump Technology
#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 with its audience
#7 Incentives for referral
#8 Strong process
#9 Creative/design used
#10 Tools used /platforms built
Source: Agent Wildfire Buzz Report 2011
20. In the Trenches – the 7 Golden Rules of Social
#6. It’s The Way You Do It
Be:
Reciprocal
Ethical
Human
Awesome
Helpful
Authentic
Social
22. #7 It’s What You Do – 76 Different Types of
Online Conversation – Mix Them Up
Acknowledge Promote Enquiry Service
- Acknowledge receipt - Advertise - Ask a question -Answer a
of something something - Respond to question
- Issue an apology - Provide a criticism - Solicit comments
- Project update/status discount/offer - Start a poll - Provide
- Declare an official - Promote a - Post a quiz education/how-
announcement contest/race tos/tutorials
- Promote giveaways - Resolve issue
- Call for action - Provide links to
- Invite to an event additional
- Put out a wanted resources
ad - Reviews and
- Post a case study advice
- “Compare or - Checklists or
contrast” review cheat sheets
post - Share data and
- Launch a stats
product/feature
23. #7 – It’s What You Do - 76 Different Types
of Online Conversation – Loosen Up
News Broadcast Expression Commune
- Publish a latest news - Distribute media - Express agreement - Give a shout out
post - Share links - Express criticism - Offer a greeting
- Augment a previous - Share video/pics - Express support - Rally support
post - Post a challenge - Express surprise - Recruit people
- Give a heads up - Start a debate - Make a joke - Solicit help
- Make a suggestion - Post interviews - Offer an opinion - Celebrate a
- Make an observation - Share teaser to - Show dismay milestone
- Provide “best of” list forthcoming news - Story telling - Dialogue with
- Announce winners - Post presentations - Create a other people
- Share latest research - Stream fun/parody post - Profile a fan
- Celebrate a milestone webinar/screencast - Issue Controversy - What others are
- Share latest - Automated plug-in - Post trivia saying
reports/findings posts -Share Infographic - Disclose personal
- Event recap posts - Post long-form information
- Curated archives of editorial - Share influencer’s
past wk./mth./year - Predict trends posts
- Back story coverage - Personal anecdotes - Guest posts
24. #8 - CONTENT FREQUENCY –
If the Customer is King, then Content is Queen
Activity per Great Good Minimum
Month
Blog Posts 30+ 15 8
Tweets 400 200 100
Facebook Posts 180 60 30
Video 12 4 1
Email 8 4 1
25. #9 …AND DIGITAL ENGAGEMENT IS ABOUT
TELLING, SHARING & BUILDING STORIES.
http://stories.twitter.com/ http://stories.facebook.com/
34. Social Media Needs To Grow Up
The Evolution of Engagement/Social
1998-2001 2002-2004 2005-2006 2007-2008 2009-2011 2012- ???
What is it? Should we How do How do we
do it? we test it? make it core?
42. “Baseball thinking is medieval, they are
asking all the wrong questions…
Using stats to reread them, we'll find the value
of players that nobody else can see. Because
everyone else in baseball under values them.
Like an island of misfit toys.”
57. Warning Signs
You are reading bad headlines about yourself or companies like you
Your sales, followers and customer satisfaction scores don’t line up
People are not spending time with you
Your followers and comments have plateaued or reversed
Executives are spending way to much time on the inside/defending
You are laughing at an innovative competitor
You are the last brand to join a new network
You can imagine a different world w/o much friction
58. I am going to spend a long time in the
future…
59. Agent Wildfire/Wikibrand’s
3rd Annual Buzz Report Survey
“My business may not survive over the next 10 years if we
don't act swiftly to technology/digital culture”
69% agree/strongly agree
61. Implication to a to
Implications Digital/Social Media Practitioner
• More strategic impact
• Bigger dent on culture
• Stronger initiatives
• Better communities
• Longer sustainability
• Better use of technology/superior Content
62.
63. The Top 13 Trends That Will Change Your Digital
Life
64. The Top 13 Trends That Will Change Your Digital
Life
79. Moneyball Knows II
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 buy runs.”
Takeaway:
- See past the tool and tactic
- Don’t try to solve existing problems, look
beyond for solutions and content