This document discusses Wikibrands and how to mobilize communities around causes. It begins by introducing Sean Moffitt, the president of Agent Wildfire, and Wikibrands, a book and website about customer participation being the new business currency. It then discusses some of the challenges of Wikibranding, including company culture and lack of skills. It argues that Wikibranding is important now due to shifts in media and technology. It outlines six key benefits of Wikibranding for causes, including marketing, PR, customer service, and content creation. It discusses ten key factors for Wikibrand success, including culture change, focus, language and storytelling, incentives, rules and rituals, and tools. Overall

1. CAUSES Wikibrands, WikiCharities – Reinventing Your Cause in a Donor and Fan-Driven Marketplace June 2011My Charity Connects www.wiki-brands.com @wikibrands Sean Moffitt @seanmoffitt #mcc11

2. Who is Sean Moffitt…. Just A Blonde Guy With a Cause Day Job – President, Agent Wildfire Night Job – Author, Wikibrands

3. Putting my best non-profit face forward – Movember-Style

4. Our Humble Contribution – Wikibrands Published by McGraw-Hill (2011 Launch) Twitter: @wikibrands Website: www.Wiki-Brands.com 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”

5. Our Particular Mission

7. Social influence

8. Digital engagement

9. Word of mouth

10. Online community

11. Grassroots marketing

12. Connected media

13. Member collaboration

14. Awesome content

16. Experiences are Being Socialized …even TV is now Social

17. Wikibrands – Surfing the Digital/Social Paradox…. …but…

18. ...A Demanding and Activist Customer Culture has Taken Over

19. Wikibrands … A Manifesto for the Future of Business - Born in Canada "Skate to where the puck is going, not to where it is."

20. 12 Are You Ready To Become Buzzing, Wikibrand Evangelists?

21. The 1% - Who are the three most passionate people in this room? CAUSES

23. Safety and success in numbers

24. Pose a challenge, watch people rally

26. 6 Reasons Why Now

27. 6 Key Wikibrand Benefits

28. 10 Key Things to Do It Right

29. 6 Key Takeaways

30. Q&A

32. Why Is it So Damn Tough? The Pentathlon of Engagement Business Savvy Strategy/ Innovation/ Governance Customer Savvy Experience/ Community/ Social Digital Savvy Web/Tech/ Mobile/SEO Change Savvy HR/ Organizational Communications Savvy PR/Brand/Content Marketing

33. – Wikibranding - The Big Hurdles – Getting Out of The Way #1 - Company culture #2 - Lack of executive/managerial support #3 - Too controlling #4 - Lack of authenticity/genuine engagement #5 - Lack of community leadership #6 - Ineffective measurement #7 - Lack of relevant skills of people involved #8 - No clear purpose #9 - Lack of ongoing strategy/plan #10 - Lack of investment Source: Agent Wildfire 2010 Community Management Survey

34. So how do you mobilize a world around your cause… Do Fundraisers/Foundations Have it Easier or Tougher than For Profit Cousins?

35. There Ain’t No Big Charity At Not Least Playing Source: The University of Massachusetts Dartmouth

36. Social Good is Actually Leading The Way Source: The University of Massachusetts Dartmouth

38. People commitment at local and affiliate levels

39. Willingness to try things

41. Deeply competitive and fragmented

42. Appetite for risk and being personally noticed

43. Digital culture, talent and community-building not a core part of DNAStorytelling?

44. We’re just not very good at this world…yet There are Exceptions! Only 5 Conventional Causes in Top 320 Followed Twitter accounts #203 #248 #302 #352 #189 World Economic Forum Charity Water UN Refugee Agency Join RED Livestrong CEO

45. Why Wikibrand Now? What’s changed…

47. The Good Reason- The Age of Real Organizations are “Starting to Get It” #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

48. Causes/Charities?Social Innovation concerns the Executive Suite “Which of the following global environmental, social and political issues are the most critical to address for the future success of your business?” CEO response: 50% “educational systems, talent constraints” 42% “poor public governance” 38% “climate change” 36% “making globalization’s benefits accessible to the poor” 35% “security of energy supply” 12% “access to clean water, sanitation” 8% “HIV/AIDS and other public health issues” Source: McKinsey, 2010

49. The Bad Reason – Facebook Fever #1 -Competition is There #2 – Agency/Guru/Ninja/Conference made a good pitch #3 – Beta Test Hell 78% don't have an employee policy More than ½ of top firms don’t have a strategy Source: Commotion Study/Buzz Report

50. The Ugly Reason– This is Cheap and Cool Ah, Let the Intern/Mad Men Solve It 53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort. 83% of executives believe their agencies need to radically transform to be more competitive in a wikibrand world. Source: SNCR/Buzz Report

51. Why Not Now?

52. The Good Excuses? Bravo… The Awesome What unique value can I add? We really do suck? E.g. employees hate working here The Good We have no time? Talent? My CEO/executive/owner doesn’t get it?

53. The Bad Excuses? C’mon really… The Bad I like my privacy? I hate losing control? I can’t measure it? The Ugly My stakeholder is not on the social web? Doesn’t care enough? I can’t monetize it?

54. Key Rebuttal - Economic Reason - Engagement Sells Engaged brands drive value +18% Non-engaged brands decrease in value -6% Source: Interbrand2010 Best Global Brands report

55. If Lubricants, Scissors and Insurance Can Do It, So Can You

56. Why Should Causes Wikibrand? 6 Benefits

58. Badging

59. Fundraising (#3)*

60. Sales/traffic

62. Affinity

63. Empathy/respect

64. Lead industry conversation

66. Customer service

67. Education/ advice

69. Corporate social responsibility

70. Galvanize employees

71. Hiring employees (#4)*

73. User-generated Creative

74. User-generated content

75. Reviews/ratings

77. Beta-testing

78. Market research/polling

79. Industry/competitive intelligence- Mobilize in crisis

80. The Recipe for Success? ..10 Factors

81. #1 Culture Change Required – “Live the brand, listen before saying, letting go?”

82. Something just needs to click in…

83. There is a big difference between “Being Social”

84. Versus “Doing Social”

85. Raising a Brand/Cause, The Difference Between Raising a 4 Year Old Parenting an 18 Year Old

86. The Biggest Wikibrand Sins - Listening is Paramount

87. A Culture Change is Required MASS MARKETING DIRECT MARKETING WIKIBRAND SOCIAL INFLUENCE Control Hype Decisions Features Collaboration Authenticity Dialogue Purpose

88. Externally - Treat Customers like VIP Fans Two Steps Scout/ Mystery Shopper Thinktank/ Sounding Board Turning Users, Customers and Consumers User Customer Consumer Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters Collaborator/Producer Community Member/ VIP Insider Brand Fan Evangelist/ Ambassador/ Advocate Into Community Members, Advocates, Ambassadors and Evangelists Seeded Adopter/ Beta Tester AdvisoryCouncil/ Cause Torchbearer

89. Internally, Get Employees on the Bus…

90. High Employee Engagement = Profitability up 16% Productivity up 18% Customer loyalty up 12% Quality up 60%

91. Vancity – Live Your Values -

92. Naked Pizza – Evangelizing the Cause

93. Twestival – Strict on Brand, Loose on Local -

94. #2 FOCUS – “Why are we doing this/what are we doing?”

95. FOCUS– The 4 Legs of the Wikibrands Strategy Couch

96. #2 - FOCUS– Four Big Axioms Social/member needs > Company needs The social customer has 4 seconds… Focus > Technology Avoid Social media Fever - Link to a core company objective

97. – Wikibrand Community Success Factors – Top Ingredients #1 - The customer/member experience provided Cul/Strat/Exec #2 - A conversation worthy idea/concept Strategy #3 - Clear objective/mission/value statement Culture #4 - Expert moderation/dialogue management Execution #5 - Great service/responsiveness Execution #6 - A great product/brand Strategy #7 - The quality of the people/members who participate Exec. Source: Agent Wildfire 2010 Community Management Survey

99. Not founded by a mega wealthy individual

100. Not a cause marketing campaign by business

102. Cisco’s One Million Acts of Green – Foucs Buried in Their Challenge

103. 10,000 Women – Focus Buried in their Mission

104. World Book Night - Focus Buried in Their Date

105. #3 LANGUAGE, CONTENT & OUTREACH “do I like this/is there enough of this/can I identify with this/do they know me?”

106. “It doesn’t matter what you say, if I don’t like the way you’re saying it” James Cherkoff, Collaborate Marketing

107. LANGUAGE – If you wouldn’t say it in real life to a friend, don’t say it on the social web

108. Alex’s Lemonade Stand – Making it Personal

109. 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

110. The Art of Storytelling – 9 Methods #1 - Aspirations and Beliefs #2 - Avalanche about to Roll

111. The Art of Storytelling – 9 Methods #3 - David vs. Goliath

112. The Art of Storytelling – 9 Methods #4 - Anxieties

113. The Art of Storytelling – 9 Methods #5 – Personalities/Personality Appeal

114. The Art of Storytelling – 9 Methods #6 - Changing Assumptions

115. The Art of Storytelling – 9 Methods #7 - How-to Stories and Advice

116. The Art of Storytelling – 9 Methods #8 - Seasonal/Event-related

117. The Art of Storytelling – 9 Methods #9 – Glitz and Glam

118. OUTREACH – Some of these people are not like the others, Forget 100,000 Followers, Start at Finding 1000 Real Fans

120. The Influencers – They Know More, They Connect, They Adopt Earlier - Find Them LOCAL RAW SCORE PROFESSIONAL BY INTEREST THE BEST BLOGGERS

121. - Wikibrand Recruitment Tools - Where to Find Your Fans Employees (and affiliates and stakeholders) Twitter (or other microblogging platform) Facebook Discussion Forums Traditional PR Dedicated Community Portal Conversion of website visitors Blogger Outreach Source: Agent Wildfire 2010 Community Management Survey

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

123. Never Forget – Humans are Hard Wired Social Animals 82

124. – Online Community Motivation – Why Do People 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

125. 27 Community Incentives - Intrinsic “How do I identify with, help the community” Fun & enjoyment (#1) Creativity Group effort/achievement Learning Better life/supporting cause Challenge/competition Satisfying curiosity Wanting to make a better product Meet people of similar interests

126. 27 Community Incentives - Extrinsic “How do I appear to others?” Recognition by company (#1) 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

127. 27 Community Incentives - Explicit “What is my direct, tangible reward?” Invitation to Events (#1) 3rd party incentives Customized/personalized treatment Non-monetary rewards Discounts Points accumulation Customer service Information/advice Cash rewards

128. Kiva – Intrinsic, Extrinsic and Explicit Rewards

129. 5. RULES, GUIDELINES & RITUALS “what can/can’t I do here?”

130. Rules - Kodak – Good Empowering Rules Air Force – Good Prescriptive Rules Experience Facilitation Legal & Ethical Concerns Employee Policies Ownership Rights Support, Training and Certification Rituals/Customs

131. 6. TOOLS & PLATFORM “the home and away game – where do we play?”

132. Have a Home, Neutral and Away Game Away: Social Networks Sharing Sites Other Blogs Influencers Neutral: Brand Pages Personal Profiles RSS Feed Facebook Connect Home: Website Blog Community Forums

133. Our Social House has many rooms…and keeps expanding

134. Some rooms you… Entertain Play Learn Create Escape Converse

135. The Core 10 for a Cause Tool Metaphorical Room Organizational Benefits Facebook - “The Living Room” - Ubiquity, Socialness, Integration Email Provider – “The Mailbox” - Outbound, Connection, Fans Twitter - “The Front Porch” - Trends, Viralness, Launches 4. Blog - “The Garden” - News, Comments, Feeds, SEO 5. Community Site – “The Pool” - Fans, Deep Engagement YouTube - “TV Room” - Entertainment, Previews, Video 7. LinkedIn - “The Office” - BtoB, Deals, Professional Community 8. Flickr - “The Gallery” - Photos, Artists, Celebrity 9. Wiki - “Workshop” - Collaboration, Fan community 10. Slideshare – “The Library” - Thought leadership, Trends, Ideas

137. Video chat

138. Phone call

139. Chat service (AIM, Skype)

140. E-mail

141. Facebook message

142. Facebook wall post

143. TweetAre you listening to me? Highest engagement Lowest reach Lowest engagement Greatest reach

145. Cost, Resources & Time

146. Customization

147. Scalability, Integrated & Usability

149. How to Avoid This…

150. Community/Brand Evangelists - Tasks

151. Top Tasks of Community Managers Communication Content Creation Company/brand evangelism Member/Customer support Ongoing Facilitation Metrics Reporting Event Host Community Evolution/Feature Development Internal Rallying Cry Community Administration Member Recruitment/Crowdsourcing Source: Agent Wildfire 2010 Community Management Survey

152. Top Skills of Community Managers Leadership/charisma Diplomacy/Patience Customer/member empathy Persistence Social/Networking Communication Skills Technology Skills Passion for company/brand Change Agent Creativity Leads the lifestyle of the customer Source: Agent Wildfire 2010 Community Management Survey

153. 8. LIFE STAGE OF THE COMMUNITY “when do we need to adapt?”

154. The Life Stage of Social Media/Community Milestone achievement User generated content Incentives materialized Mass supported Expected cycle of activity Expansion Broadened focus Company culture change Self-governance Tiered membership Fresh produced content Highlight contribution Incentives pitched Networked Seeded audience

155. Life Stage Management – The AGBU Experiment Quarterly (Threadless) Reinvent every 2 years (Dell) Not monitoring/moderating daily Not reviewing weekly

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

157. Social Media Measurement - No Silver Bullet Formula

159. Try many small testable experiments

161. Lego – Success by a Thousand Paper Cuts

162. Mozilla Firefox A Wikibrand Role Model

163. Intuit – B2B Community Builder – A Safe Haven for Answers 111

164. eBay Green Team – Challenging Yourself

165. Organizational Change – The AGBU 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

166. What’s Next?

167. In the Year 3000… “YouTube, Twitter and Facebook will merge and become an uber social network “YouTwitFace”

168. Types of New Media Future Growth

169. 5 Deep Thoughts to take Back to the Office

171. #2 – Leverage Your Own Crowd Host Employee/Customer/Stakeholder Ideajams

172. #3 – Find Your Real Hardcore Fans Invite them into The Front Row or On Stage

173. #4 - Go Ahead, it’s OK to FLIRT Focus Language and Content Incentives, Motivations and Outreach Rules, Guidelines and Rituals Tool and Platforms

174. #5 - In a world of no time, attention and trust…don’t play it safe or follow others 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

175. Let’s continue the conversation… Twitter: @wikibrands Facebookpage and 6 other social extensions Join our twice monthly #wikichat Ongoing Wikibrand Engagements/ Bootcamps/Keynotes Take our Buzz Report survey Become an ambassador Contact me: smoffitt@agentwildfire.com

177. Q&A