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…and other things that engage fans”September 2011George Brown College,[object Object],@wikibrands,[object Object],Sean Moffitt  @seanmoffitt,[object Object]
Who Am I – Sean Moffitt,[object Object]
Perhaps closer to the truth….,[object Object]
My Personal Olympic Rings….,[object Object],Sponsor/Event  Cred,[object Object],Marketing Cred,[object Object],Geek Cred,[object Object],Sports Cred,[object Object],Social Cred,[object Object]
Agent Wildfire – Canada’s Customer Engagement Leader,[object Object]
2012 – Generation Go – The Year of the Active?,[object Object],Adventure. Fitness. Health. Outdoor. Play. Sport. Style . Local.,[object Object]
Wikibrands - 2011 Booklist Business Book of the Year ,[object Object],Authored by ,[object Object],Sean Moffitt and Mike Dover,[object Object],Published by McGraw-Hill (Dec, 2010) Link,[object Object],Twitter: @wikibrands,[object Object],Facebook group: Wikibrands,[object Object],Now also a Business Consultancy,[object Object]
Wikibrands … A Manifesto for the Future of Business,[object Object],"Skate to where the puck is going, ,[object Object],not to where it is.",[object Object]
Forget social media…,[object Object],…we need social business,[object Object]
There’s a new currency on how to build business…,[object Object],“Something you Trust”,[object Object],“Something you Want”,[object Object],“Something you Buy”,[object Object],“Something you ,[object Object],Participate In”,[object Object],“Something you Prefer”,[object Object],“Something you Love”,[object Object],10,[object Object]
An Unbelievable Offer,[object Object],9 Essential,[object Object],Things to Know,[object Object],4 Laws of The Social  ‘Net,[object Object],12 Best Examples,[object Object],In Your Industry,[object Object],18 Pieces of Career Advice,[object Object],40 Superb Event,[object Object],Resources,[object Object],7 Key Reasons Why,[object Object],GBCers need to Wikibrand,[object Object],And a can’t believe it offer…,[object Object]
12,[object Object],Are You Ready ,[object Object],To Become Buzzing, ,[object Object],Wikibrand,[object Object],Evangelists?,[object Object]
The 4 Laws of the Social ‘Net,[object Object],Customer,[object Object],-Driven,[object Object],Socialness,[object Object],Authenticity,[object Object],Awesomeness,[object Object]
14,[object Object],The 1st Law of the Social Net #1 - Awesomeness,[object Object],There is only one thing in the world worse than being talked about, and that is not being talked about.,[object Object],Oscar Wilde, The Picture of Dorian Grey,[object Object]
Who were #1, #2 and #3 people to fly across the Atlantic?,[object Object]
The Law of Awesomeness Online,[object Object],Only 0.9% of Facebook Users have…,[object Object],More than 500 friends,[object Object],Only 1.5% of Tweet conversations…,[object Object],Are three levels,[object Object], (replies) deep,[object Object]
In a Wikibrand World- Act different, be different, think different,[object Object],Top 8 Differentiation Drivers,[object Object], Unique,[object Object], Dynamic,[object Object], Different,[object Object], Distinctive,[object Object], Innovative,[object Object], Visionary,[object Object], Daring,[object Object], Progressive,[object Object],Source: Y&R Brand Asset valuator,[object Object]
18,[object Object],The 2nd Law of the Social Net #2 - Socialness,[object Object],18,[object Object]
Six Core Human Instincts on Why We Talk,[object Object],[object Object]
To Connect
To Make Sense of the World
To Reduce Risk & Uncertainty
To Benefit Economically
To Relieve Tension,[object Object]
The 3rd Law of the Social Net #3 - Authenticity ,[object Object]
You don’t “Do, Kill, Buy, Trade in Social”, YOU LIVE IT,[object Object]
A Culture Change is Required,[object Object],MASS ,[object Object],MARKETING,[object Object],DIRECT ,[object Object],MARKETING,[object Object],SOCIAL INFLUENCE MARKETING,[object Object]
Top Reasons – Why Now Social Media?,[object Object],#1 The Need for Authenticity and Transparency -42%,[object Object],#2 The rise of social networks - 38%,[object Object],#3 Increasing role of wireless/mobile - 35%,[object Object],#4 Customers/people waning attention spans - 25%,[object Object],#5 Media fragmentation - 22%,[object Object],#6 Change in mass marketing effectiveness - 20%,[object Object],Agent Wildfire -The Buzz Report, April 2010,[object Object]
The 4th Law of The Social ‘Net ,[object Object],– Customer-Driven,[object Object]
Customer Experience Reigns,[object Object],Who Knows Better Than Your Customer,[object Object],Executives who believe the Customer Experience is the new battleground ,[object Object],- 95%,[object Object],Executives who believe they are delivering a positive customer experience - 80%,[object Object],Customers who agree - 8%,[object Object]
The Modern Customer’s Key Needs,[object Object],- Engage Me, Excite Me, Make it Easy or Pay the Price,[object Object]
Great Brands Are Like Great Sports Teams…,[object Object]
The best brands treat customers like valued fans,[object Object],Scout/,[object Object],Mystery,[object Object],Shopper,[object Object],Thinktank/,[object Object],Sounding,[object Object],Board,[object Object],Turning Users, Customers and,[object Object],Consumers ,[object Object],User,[object Object],Customer,[object Object],Consumer,[object Object],Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters ,[object Object],Collaborator/Producer,[object Object],Community,[object Object],Member/,[object Object],VIP Insider,[object Object],Brand Fan,[object Object],Evangelist/,[object Object],Ambassador/,[object Object],Advocate,[object Object],Seeded,[object Object],Adopter/,[object Object],Beta Tester,[object Object],Into  True Fans, Community Members, Advocates, Ambassadors ,[object Object],and Evangelists,[object Object],AdvisoryCouncil/,[object Object],Cause,[object Object],Torchbearer,[object Object]
People Fan Brands All the Time…,[object Object],[object Object],- Twitterers are three times more likely to embrace brands than average population,[object Object]
The Wikibrands Rallying Cry,[object Object],…7 Key Arguments for GBCers,[object Object]
I. Wikibrands Win,[object Object]
“Social” is not media, tools or technology, this is about success in business:,[object Object],Engaged brands drive  value +18%,[object Object],Non-engaged brands decrease in value -6%,[object Object],Source: Interbrand 2010 Best Global Brand s report,[object Object]
II. What the C-Suite Wants,[object Object]
C-Suite Interest –,[object Object],The CEO's #2 and #3 priorities are customer service and experience; advertising and promotion rank #12 and #14.,[object Object],CMO’s primary objective for 2011 – improving their digital operations.,[object Object],Source: Microsoft Roundtable Study,[object Object]
C-Suite Interest –,[object Object],The CEO's #2 and #3 priorities are customer service and experience; advertising and promotion rank #12 and #14.,[object Object],CMO’s primary objective for 2011 – improving their digital operations.,[object Object],Source: Microsoft Roundtable Study,[object Object]
Iii. Where Engagement,[object Object],Now Happens ,[object Object]
Media Shifts:,[object Object],The World is Connected and Engaged,[object Object],Shifting Conversations – ,[object Object],just four years ago, 80% of online engagement happened on the originating website, now 80% happens away from the originating website.,[object Object],Now, to be noticed and talked about, you need to reach “out there” to be relevant.,[object Object],Source: Hubspot ,  2007-2010 study,[object Object]
The Big Eleven,[object Object],1.5 Billion Social Networkers Globally,[object Object],Facebook - 750 million,  170  friends each, 1,000+ fans per page,[object Object],Wikipedia – 265 million readers,. 17 million articles,[object Object],Twitter –  200 million, 190 followers each (after 2 yrs),[object Object],LinkedIn – 116 million, 61 friends each, 189 index on post-grad ,[object Object],YouTube  - 18  million Canadians watch/292 minutes per month,[object Object],Flickr – 45 million members/5.0 billion photos,[object Object],Foursquare – 8 million/4 Billion check-ins,[object Object],Amazon – 650 million users annually, $24 billion sales ,[object Object],GroupOn – 70 million users annually, $3 billion sales,[object Object],Quora – 600,000 registered users,[object Object],Google  + - 25 million users, ,[object Object]
Reason #4 – Technology Dependency and Impact,[object Object],Mobile,[object Object],[object Object],Video Comes of Age,[object Object],- Video will represent 90% of traffic by 2015,[object Object],Dependency,[object Object],[object Object],Agification,[object Object],[object Object],Social as Oxygen,[object Object],[object Object],[object Object]
Lack of Focus -,[object Object],Less than half of businesses have articulated a strategy  for online customer engagement.,[object Object],78% don't have an employee policy for use of social media.,[object Object],Source: Business.com and  Manpower,[object Object]
Knowledge Gap:  ,[object Object],Clients lag their customers at understanding the rules and tools of playing this new game.,[object Object],71% of marketers are less/only equally familiar with the use of social media tools than their customers.,[object Object],Source: Commotion Study,[object Object]
VI. The Agency Gap,[object Object]
Agencies aren't Delivering  the Goods -,[object Object],82% of executives and managers believe their agencies need to radically transform themselves to adapt more competitively to this wikibrand world.,[object Object]
VII. Canada Rules,[object Object]
Reason #7 – Canada is #1,[object Object],  -      Online penetration– Canada is #1 in the world; 79% or 26.7 million Canadians are currently online,[object Object],-          Online usage– Canadians spend on average 43.5 hours online per month, nearly double the worldwide ,[object Object],average of 23 hours and 8 hours more than the 2nd place U.S.,[object Object],-          Social media usage– 70% of Canadians say they use social media; ½ of them visit everyday and 32% say they are using these sites even more than last year,[object Object],-          Social media age breakdown– usage is younger-skewed but broad spread, 18-34 {86%}, 35-54 {64%}, 55+ {43%},[object Object],-          Online video– Canadians are #1 in the world (and up +37% vs. last year) – averaging 251 videos per month per user and 17.2 hours of viewing/mth.,[object Object],-  ,[object Object],Source: eMarketer/Ipsos Reid/Nielsen,[object Object]
Reason #7 – Canada is #1,[object Object],-          Facebook Usage– Canadians are #4 worldwide on Facebook – with 82% of online Canadians friending, fanning and poking,[object Object],-          Twitter Usage– Canadians are #6 worldwide on Twitter – 18% of online Canadians tweet,[object Object],-          Linkedin Usage– Canadians are #1 worldwide on LinkedIn – 15% of online Canadians use this business and career network,[object Object],-          Mobile Usage – there are 24+ million Canadian mobile subscribers – 33% of Canadian mobile users own a smartphone with over half of the young 18-24 segment packing at least one advanced iPod/Android/Blackberry,[object Object],-          Gaming – Canada is #1 in the world – spending 4.5 hours each week,[object Object],-          Business adoption– 90% of Canadians businesses have adopted at least some social media tools;  61% of businesses said they track what people are saying about their brand online.,[object Object],Source: eMarketer/Ipsos Reid/Nielsen,[object Object]
The Recipe for Success?,[object Object],..10 Factors,[object Object]
The FLIRT Model – A Recipe for Community Success,[object Object]
#1 FOCUS,[object Object],– “Why are we doing this/what are we doing?”,[object Object]
#2 - FOCUS– Four Big Axioms,[object Object],Social/member needs >  Company needs,[object Object],The social customer has 4 seconds…,[object Object],Focus   >  Technology,[object Object],Avoid Facebook fever - Link to a core company objective,[object Object]
Most Frequently Stated Objectives,[object Object],#1 - Deliver buzz/awareness/publicity,[object Object],#2 – Participate in a Dialogue/Conversation,[object Object],#3 - Drive brand loyalty/affinity/lifetime value of customer,[object Object],#4 – Build better customer experiences,[object Object],#5 – Deliver web visitors/offline traffic,[object Object],#6 – Drive referrals, leads, members,[object Object],#7 – Develop/enhance grassroots credibility,[object Object]
Nike + -Members/Customers Values/Lifestyle/Desires,[object Object]
#2 LANGUAGE, CONTENT & OUTREACH,[object Object],“do I like this/is there enough of this/can I identify with this/do they know me?”,[object Object]
Language - Threadless – Possibly the Most Human Site in the World ,[object Object]
CONTENT– ,[object Object],If the Customer is King, than Content is Queen,[object Object],Blog 	– Min. 3 posts per week,[object Object],	- well-tagged,[object Object],Tweets – Min. 4 tweets per day, well 	spaced apart,[object Object],	- 50/50 conversation/distribution,[object Object],Video –  Min. 1 video per month,[object Object],	- Embed in other things (blog, 	twitter, 	Facebook),[object Object],Email –  Min.  1-4  newsletter per  month ,[object Object],Profiles (LinkedIn/Facebook),[object Object],	- Pictures, Full Bio, Interests,[object Object],	- Join Groups,[object Object],	- Ask/answer questions,[object Object]
Wikibrands Wikisports ..and other things that engage fans
Wikibrands Wikisports ..and other things that engage fans
Outreach - lululemon – Ambassadoors who buy in,[object Object]
The Twittersphere of Athletes,[object Object]
4. INCENTIVES & MOTIVATIONS,[object Object],“what’s in it for me?”,[object Object]
63,[object Object],Core Belief,[object Object],Buzz and word of mouth engagement  is the art of the “unexpected surprise”,[object Object]
5. RULES, GUIDELINES & RITUALS,[object Object],“what can/can’t I do here?”,[object Object]
Rules - Kodak – Good Empowering Rules ,[object Object],Experience Facilitation,[object Object],Legal & Ethical Concerns,[object Object],Employee Policies,[object Object],Ownership,[object Object],Support, Training and Certification,[object Object],Rituals/Customs,[object Object]
6. TOOLS & PLATFORM,[object Object],“how and where does it work?” A home and away game,[object Object]
Have a Home and Away Game,[object Object]
Have a Home, Neutral and Away Game,[object Object],Away:,[object Object],Social Networks,[object Object],Sharing Sites,[object Object],Other Blogs,[object Object],Influencers,[object Object],Neutral:,[object Object],Brand Pages,[object Object],Personal Profiles,[object Object],RSS Feed,[object Object],Facebook Connect,[object Object],Home:,[object Object],Website,[object Object],Blog,[object Object],Community,[object Object],Forums,[object Object]
Some rooms you…,[object Object],Entertain,[object Object],Play,[object Object],Learn,[object Object],Create,[object Object],Escape,[object Object],Converse,[object Object]
The Core 10 for a Business,[object Object],      Tool             Metaphorical Room		Organizational Benefits,[object Object],Facebook    - “The Living Room”    - Ubiquity, Socialness, Integration,[object Object],LinkedIn    - “The Office”       - BtoB, Deals, Professional Community,[object Object],Twitter       - “The Front Porch”       - Trends, Viralness, Launches,[object Object],Blog            - “The Garden”              - News, Comments, Feeds, SEO,[object Object],Community Site – “The Pool”         - Fans, Deep Engagement,[object Object],YouTube  -      “TV Room”                - Entertainment, Previews, Video,[object Object],Email Provider – “The Mailbox”     - Outbound, Connecttion, Fans,[object Object],Flickr          - “The Gallery”             - Photos, Artists, Celebrity,[object Object],Wiki           - “Workshop”       - Collaboration, Fan community,[object Object],Slideshare – “The Library”     - Thought leadership, Trends,  Ideas,[object Object]
Another 14 for Being an Event Pro,[object Object],Registration,[object Object],Directory,[object Object],Mobile,[object Object],Reference,[object Object],Tweetwall,[object Object],Community Organizing,[object Object],Live Event Blogging,[object Object],Streaming,[object Object],Social Awareness,[object Object],Local Awareness,[object Object],Social Integration,[object Object],Tweetups,[object Object],Email,[object Object],Audience Engagement,[object Object]
Another 10 for Being an Sports Pro & Geek,[object Object],Athlete Tweeters,[object Object],Gossip,[object Object],Communities,[object Object],Athlete’s Social Footprint,[object Object],Registration,[object Object],Mapping,[object Object],Directory,[object Object],Social Dashboard,[object Object],Measurement,[object Object],Influence,[object Object]
Mint.com –Connected and Awesome Where You Are,[object Object]
7. COMMUNITY MANAGEMENT,[object Object],“who will lead the conversation?”,[object Object]
Jon Sinden, Manager – Social Media, MLSE,[object Object],What's the biggest effect new media and digital connections is having on MLSE?,[object Object],[object Object]
Fans, Teams, Players, Staffers are now all one degree away from each other
The “payoff” is real, trusting relationships, translates into sales in the futureBiggest Bets:,[object Object],[object Object]
 People want to be connected to something they love. Sports teams are one of those connections. The closer the fans, teams, players, staffers get; the better. ,[object Object]
9. METRICS, MEASUREMENT, ,[object Object],INSIGHTS & ROI,[object Object],“what do we measure and look for?”,[object Object]
A Different Brand Yardstick,[object Object]
10. CULTURE & ORGANIZATIONAL,[object Object], CHANGE,[object Object],“how will we be changed?”,[object Object]
THE BIGGEST SINS,[object Object],“Don’t be that person”,[object Object]
The Biggest Social Media Sins,[object Object],- Listening, Content and Focus,[object Object]
The Future?,[object Object]
Types of New Media Future Growth,[object Object],Tech - More tablet/smartphone usage in arenas and stadiums during live sporting events. ,[object Object],Live Experience - Duplicating the at-home broadcast experience at the stadium with customizable replays and content available on your wireless device. ,[object Object],Mark Palmer, Blue Jays,[object Object],Media reinvention - traditional media will need to be creative to stay competitive. They can not communicate through the same traditional ways they were used to,,[object Object],Customer Intimate Reporters - Their reporters will need to re-invent themselves and accept to develop new skills. The most creative ones will be the ones customers will turn to in the future.,[object Object],Louis-Philippe  Dorais, Tennis Canada,[object Object]
Types of New Media Future Growth,[object Object],Apps - I  would say the biggest thing I foresee in the future are applications or programs that will connect all facets of the sports business.  It would be like merging the Facebooks, the Twitters, the Foursquares and websites all in one.  ,[object Object],Athlete Intimacy - To be able to read a story about something and be able to react to it in some way shape or form.  I think we will be a lot more connected to our likes and passions.  You will be able to get more in depth when it comes to following your team.  Almost like living it alongside a player.,[object Object],Carlos Ferreira, Argos,[object Object],.,[object Object]
Shine The Light on Your Content Developers,[object Object],Build Mass Media into Your Mix,[object Object]
San Francisico Giants - Twitter,[object Object]
Nike Training,[object Object]
Andrew Bogut’s Squad 6,[object Object]
Purpose Driven Marketing,[object Object]
Beck’s Gig Finder,[object Object]
Maker’s Mark Advocates,[object Object]
Molson Perception 2.0,[object Object]
Starbuck’s Insight,[object Object]
Pepsi Serendipity,[object Object]
18 Pieces of Career Advice,[object Object]
I. The RESume,[object Object]
“What would you consider to be the number one asset on a resume for new hires out of school? “,[object Object],#1   Industry Related Work Experience     41%,[object Object],#2   Track record of Accomplishments       35%,[object Object],#3   Variety of interests/passions                 7%,[object Object],Special Sauce:,[object Object],Thoughtfulness, good reasons for applying,[object Object],Demonstrated passion for my business,[object Object],Well-researched pitch,[object Object]
II. GETTING IN THE DOOR…,[object Object]
How do the majority of new hires get made at your company? Please choose the 3 top options:,[object Object],#1    Referrals,[object Object],#2    Internship/Coop Programs,[object Object],#3    Online job recruitment sites,[object Object],#4    Serendipity – right person, right time,[object Object],#5    Social/digital media awareness,[object Object],#6    Volunteer/collaborative involvement,[object Object]
Who do ya know? Get off your butt and head to events and network like crazy. ,[object Object],No event, pick up the phone. No phone, send an email, No email, send carrier pigeon. You get the idea… use all means enccesary to meet people and grow your network. ,[object Object],If you think networking is sending an email to someone you’ve never met then you are mistaken.,[object Object]
III. BECOMING DIGITALLY A SOMEBODY…,[object Object]
What social spaces should new hires be engaged in to attract positive online attention? (max. 3 choices),[object Object],LinkedIn              90%,[object Object],Personal Blog     69%,[object Object],Twitter                 65%,[object Object],* Negative stuff on Facebook,[object Object]
IV. THE INTERVIEW…FOR SOME DREADED,[object Object]
What is your biggest pet peeve with interviewing new hire job applicants?,[object Object],#1   Being Unprepared,[object Object],#2   Candidate Arrogance,[object Object],#3   Dissing Old Employers/Managers,[object Object],#4    Not Answering Questions,[object Object],#5    Not Asking Questions ,[object Object]
What question do new hire candidates "trip up" on most frequently?,[object Object],#1  Why did you apply for our company?,[object Object],#2  What is your biggest opportunity/weakness?,[object Object],#3  What skills do you have that would make you    valuable for this job?,[object Object],#4  Are there any questions you have about,[object Object],       role/company?,[object Object]
Please list the top 3 traits of interviewees who are consistently hired.,[object Object],Inquisitive/eclectic experience,[object Object],Business savvy,[object Object],Outgoing/motivated,[object Object],Effort and courage to stand out from the pack,[object Object],Innovative,[object Object],Concise/concrete examples of skills,[object Object],Thank you note/personable,[object Object]
What questions should the candidate be asking you during an interview: You may select more than one answer (max. three choices).,[object Object],#1  What does success look like in this role?,[object Object],#2  What excites you about the company future?,[object Object],#3 What does company culture feel like?,[object Object],#4  What would a career direction be,[object Object], like for somebody taking this job?,[object Object]
IV. THE EVALUATION,[object Object]
What are the top skills you are looking for in new hires out of school? Please select your top 3.,[object Object],#1    Communication skills,[object Object],#2   Enthusiasm/perseverance,[object Object],#3   Interpersonal skills,[object Object],#4   Fit with company culture/values,[object Object],#5  Creativity/Innovation,[object Object]
Make Your Content Sing,[object Object]
Career/Interviewing Advice,[object Object],[object Object]
 Get social network deep - Twitter/LinkedIn/Facebook/Flickr/YouTube/Digg
 Be on Facebook, don’t be too drunk on Facebook
Show your passion, for something – bake it into your job/internship/spare time,[object Object]

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Wikibrands Wikisports ..and other things that engage fans

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  • 23. To Reduce Risk & Uncertainty
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  • 80. Fans, Teams, Players, Staffers are now all one degree away from each other
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  • 118. Get social network deep - Twitter/LinkedIn/Facebook/Flickr/YouTube/Digg
  • 119. Be on Facebook, don’t be too drunk on Facebook
  • 120.
  • 121. Volunteer for something good
  • 122. Be vigilant on follow up
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  • 124. Be comfortable with Google Analytics, Technorati, Alexa/Compete, Postrank/Radian, SEO, Tweetdeck/Hootsuite, Social Media release, RSS
  • 125.
  • 126. Take a design/web course – Adobe, Wordpress, HTML/PHP, video editing
  • 127. Negotiate for exposure with execs, but don’t be a pest
  • 128. Be different – bring a portfolio, a plan, wear something different, strike a bargain
  • 129.
  • 130. the New Web – Techcrunch, Mashable,360 Digital Influence, Groundswell, Web Strategist
  • 131. the New PR – Brian Solis, Inside PR
  • 132. the New Collaboration – Wikinomics, Jeff Howe
  • 133. Blogging – Problogger
  • 134. the New Marketing – Seth Godin, RohitBhargava. Murketing
  • 135. Trends – Springwise, Trendwatching, PSFK
  • 136. Alt-Marketing – Buzz Canuck, WOMMA, Church of the Customer
  • 137.
  • 138.
  • 139.
  • 140.
  • 141.