This document discusses wikibrands, which are brands that engage customers through participation and social media. It provides 10 factors for success with wikibranding: 1) requiring a culture change, 2) focusing efforts, 3) using appropriate language and content outreach, 4) providing incentives and motivations for participation, 5) establishing rules and rituals, 6) choosing tools and platforms, 7) managing communities, 8) adapting to the life stage of the community, 9) using metrics and measurement, and 10) internalizing the change throughout the organization. The document emphasizes that wikibranding requires a shift to more collaborative and authentic engagement with customers.

1. Wikibrands – Reinventing Your Company in a Customer-Controlled Marketplace - June, 2011Social Media Camp - Victoria @wikibrands #smcv11 Sean Moffitt @seanmoffitt

3. Passionate community and great Wikibrand practitioners

5. My 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”

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. Wikibrands - Surfing the Social/Digital Paradox…

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

18. 9 Are You Ready To Become Buzzing, Wikibrand Evangelists?

20. Safety and success in numbers

21. Pose a challenge, watch people rally

23. The Awesome, The Good, The Bad, The Ugly! Vancouver Canucks Aesthetic The Awesome The Good The Bad The Ugly

25. Dynamic

26. Different

27. Distinctive

28. Innovative

29. Visionary

30. Daring

32. So It is With Wikibrands… The Engaged Business Heroes and Villains 92% Off GroupOn Spa Experience Boutique Agency X Banks The Awesome The Good The Bad The Ugly

34. 6 Benefits to Wikibranding

35. The 10 Things to Get Right

36. Culture – Supporting It

37. FLIRT Model – Building It

38. MILC Model – Maintaining It

39. Summary Thoughts

42. The Good Reason- The Age of Real Business is “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

43. 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

44. 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

45. Why Not Now?

46. 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?

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

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

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

51. Referral/recommendation

52. Badging

53. Sales/traffic/revenue

54. Reduction in media budgetsMost Popular

55. The Six Core Benefits to Wikibranding?

56. Brand Advocacy - Lululemon/Maker’s Mark– Ambassadors who buy in

58. Affinity

59. Empathy/respect

60. Lead industry conversationEarliest Reason

61. Brand Perception – Campbell’s – Purpose –Driven Product Nourish

63. Education/ advice

64. Value-add experience

65. Lead industry conversationMost Certfiable

66. Brand Support Intuit and Whole Foods BtoB and BtoC Community Leaders

68. Corporate social responsibility

69. Galvanize employees

70. Traditional media interestMost Unplannable, But, big gulp Viral

71. Brand Serendipity Refresh Pepsi – The Good Guy Cola 35

73. User-generated Creative

74. User-generated content

75. Reviews/ratingsMost Lucrative To Business

76. Brand Content Doritos and Threadless – Crowdsourcing your Content

78. Beta-testing

79. Market research/polling

80. Industry/competitive intelligenceMost Overlooked

81. Brand Insight – Starbucks– Learning from Your Customers

82. The Recipe for Success? ..10 Factors

83. #1 - A Culture Change is Required MASS MARKETING DIRECT MARKETING WIKIBRAND MARKETING Control Hype Decisions Features Collaboration Authenticity Dialogue Purpose

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

85. Versus “Doing Social”

86. The Biggest WikibrandingSin - Social Deafness - Source: Agent Wildfire 2010 Buzz Report

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

88. #2 – FOCUS – AGBU Social/member needs > Company needs (Intuit) Passing the MOM Test The social customer has 4 seconds… (Mint.com) Lack of clear objective/too many objectives Technology > Focus

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

90. #3 LANGUAGE, CONTENT & OUTREACH “do I like this/is there enough of this/can I identify with this/do they know me?”

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

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

93. 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

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

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

96. - Wikibrand Recruitment Tools - Where to Find Your Fans Employees 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

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

98. Never Forget – Humans are Hard Wired Social Animals 56

99. Why Do Your 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 #8 - Novelty/Entertainment/Fun #9 - Cultivating Reputation/Status #10 - Mutualistic relationship (they win/you win) Source: Agent Wildfire 2010 Community Management Survey

100. 27 Community Incentives - Intrinsic “The Feel Goods” 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

101. 27 Community Incentives - Extrinsic “The Look 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

102. 27 Community Incentives - Explicit “The Get Somethings” Invitation to Events 3rd party incentives Customized/personalized treatment Non-monetary rewards Discounts Points accumulation Customer service Information/advice Cash rewards

103. Kiva – Intrinsic, Extrinsic and Explicit Rewards

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

105. 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

106. Rules – The AGBU Empowering/Aspirational (Kodak) Short list/Top ten list (Intel) Written in Legal-ease Absence of rules/Changing rules

107. 6. TOOLS & PLATFORM “how and where does it work?” A home, neutral and away game…

108. 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

110. Cost, Resources & Time

111. Customization

112. Scalability & Usability

114. Discussion Boards

115. Popularity Lists

116. Public Profiles

117. Follow Lists

118. Share to Twitter

119. Amazon Associates Widgets

120. Personal Recommendations

121. Listmania Lists (User Generated Best of..)

122. Gift Registry

123. Wish List

124. Communities

126. Community 301 - Mozilla Firefox Community Owned Wikibrand

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

128. …so it is with social media Buy Play Entertain Create Learn Escape Converse

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

130. The Away Game - Kraft - The Tools of Word of Mom

131. 7. COMMUNITY MANAGEMENT “who will lead the conversation?”

132. You can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love

133. Community Managers – The Social Web’s Best Party Host

134. 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

135. 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

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

137. 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

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

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

140. Social Media Measurement - No Silver Bullet Formula

142. Try many small testable experiments

144. Zappos – Living the Core Values 87

145. 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

146. Or When in Doubt, What Would Charlie Sheen Do…

147. I. Go Ahead, it’s OK to FLIRT Focus Language and Content Incentives, Motivations and Outreach Rules, Guidelines and Rituals Tool and Platforms

148. 91 Core Belief II. Buzz and word of mouth engagement is the art of the “unexpected surprise”

150. IV. Find Your Real Hardcore Fans Invite them into The Front Row or On Stage

151. V. Getting Engaged is Not a Fling It’s a Commitment Top 5 Wikibrands Support/Maintain Elements: Culture Life Stage Planning/Development Internalizing Wikibrands Community Management Measurement/Metrics

152. VI. Prediction – In the Year 3000… “YouTube, Twitter and Facebook will merge and be an uber social network “YouTwitFace”

153. We’re just not very good at this world…yet There are Exceptions! Only 5 Conventional Brands in Top 200 Followed Twitter accounts #111 #135 #181 #185 #189 Whole Foods Zappos Jet Blue Threadless Dell

154. Invite Us Back, Love Us, Tell 20 People.. Twitter: @wikibrands Facebookpage and 6 other social extensions Become an ambassador Contact me: smoffitt@agentwildfire.com

155. Let’s Start The Conversation… Inquire: smoffitt (at) agentwildfire.com @seanmoffitt Phone: 416-255-4500 URL: www.AgentWildfire.com Blogs: http://BuzzCanuck.typepad.com/ www.spreadslikewildfire.com Explore: The Buzz Report (e-newsletter) Signup at www.AgentWildfire.com Learn: Executive Seminars