Our 4th annual seminal research report asking all the interesting and tough questions about tracking, managing and populating digital life, business, culture and the marketplace Join one of our webinars... http://wiki-brands.com/the-4th-annual-buzz-report-insights-are-in/

1. TAPPING THE ZEITGEIST OF
DIGITAL CULTURE AND THE MARKETPLACE
2013 REPORT – DRAFT FINDINGS

2. Tracking the Intersection of Business, Technology and the Marketplace
2013
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and
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3. OUR 4th annual BUZZ REPORT – EXECUTIVE SUMMARY
To our Buzz Report insiders,
Our best-in-class Buzz Report, has gathered comprehensive inputs about the biggest marketplace
questions we could think of: what’s important, what’s really changing and how do experts rank key
factors across the broadest palette of digital life. And since we’ve been asking for four years, we
can now see how this nascent world of new media and connected business is blooming.
What’s our motivation? We love new and substantive insight. Too much of what passes as fact and
standard operating procedure in this connected marketplace is plucked from the few minds of our
celebrity and elite digital influencers. Because of that, we strove to go further afield and have
polled and surveyed hundreds of enlightened executives, street-savvy marketers, curious
researchers, strategists, agency staff and other techies and digiterati. We’ve attempted to track the
trends that will impact your near futures and get a good toe in measuring the temperature of the
digital waters.
This year, we’ve asked more questions than ever before (50+). We feel confident the outputs are
rich, as many of our respondents have even complimented us on the survey questions themselves!
With this report, we hope you get the same insight we’ve been able to gather in drips and drabs
over the last few months. And as an Insider, you are getting these insights in advance of the official
white paper and presentation to be released in April’13. Let us know what you think!
Sean Moffitt
Managing Director, Wikibrands
@seanmoffitt wiki-brands.com
2013
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and
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4. The BUZZ REPORT – CONTENTS
I. RESPONDENTS
II. PULSECHECK
III. OBJECTIVES
IV. RESOURCES
V. TRENDS
VI. GOVERNANCE/MEASUREMENT
VII. OPINION TRACKER
VIII. KEY BELIEFS/WIKIBRANDS STIMULUS
IX. MEDIA/CONTENT/PLATFORMS
CONTACTS AND NEXT STEPS
2013
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5. I. SURVEY RESPONDENTS

6. The BUZZ REPORT – RESPONDENTS
Posi%on
Size
of
Organiza%on
Digital
Adop%on
Large
(1000+)
Pioneering
Pres./Execu3ve
Innovator
Mid-­‐Large
VP/Head
(100-­‐999)
Early
Adopter
Director
Level
Mid-­‐Small
(25-­‐99)
Early
Majority
Manager
Level
Small
(10-­‐24)
Staff/Student
Late
Majority/
Laggard
Bou3que
(<10)
Type
of
Organiza%on
30%
15%
0%
2013
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7. II. PULSECHECK

8. DIGITAL OPTIMISM - PERSONAL BRAND IMPACT
% AGREED
56%
“The tools are fantastic,
available, and free - and more
than likely only going to get
better, faster, more exciting to
36%
TO BE RELEASED APRIL 2ND use”
“Digital and emerging media is
the way people connect. I see it
8%
as an imperative.”
StrongLY OPTIMISTIC SOMEWHAT OPTMISTIC Neutral/PESSIMISTIC
Q:
What
is
your
belief
on
new
forms
of
digital
and
emerging
media
helping
effec%vely
build
your
own
PERSONAL
brand,
reputa%on
and
career?
2013
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9. DIGITAL OPTIMISM - ORGANIZATIONAL IMPACT
% AGREED
65%
TO BE RELEASED APRIL 2ND 31%
4%
StrongLY OPTIMISTIC SOMEWHAT OPTMISTIC Neutral/PESSIMISTIC
Q:
What
is
your
current
view
on
the
likelihood
of
digital
engagement*
building
important
value
for
your
ORGANIZATION?
2013
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10. GROWTH EXPECATIONS – DIGITAL ENGAGEMENT
% AGREED
55%
46% 2013
2009
29%
21%
TO BE RELEASED APRIL 2ND 31%
15%
1% 1%
SUBSTANTIALLY GROW MODERATELY GROW Stay THE SAME DECLINE
Q:
Over
the
next
year,
do
you
expect
your
organiza%on's
investment
(money,
resources,
staff)
in
digital
engagement*
to:
2013
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11. BIGGEST RISKS OF EMBRACING DIGITAL/NEW MEDIA
- TOP 6 RANKINGS
#1 - Return on investment/value RISKS
#2 – Strategic RISKS
#3 – BUSINESSS MODEL RISKS
TO BE RELEASED APRIL 2ND
#4 – PERSONAL/CAREER RISKS
#5 – WoRKLOAD/TALENT RISKS
#6 – ETHICAL RISKS
Q:
If
neutral-­‐to-­‐pessimis%c
on
the
organiza%onal
value
of
digital,
where
does
the
biggest
risk
or
nega%vity
to
digital
engagement
come
from:?
2013
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12. III. OBJECTIVES

13. TOP 10 DIGITAL ENGAGEMENT OBJECTIVES
% of Respondents – TOP 3 OBJECTIVES
#1 AWARENESS/BUZZ/PUBLICITY VALUE 47%
#2 AUDIENCE TARGETING (NEW/SP{ECIFIC/TOUGH TO REACH) 33%
#3 BRAND LOYALTY/AFFINITY/LIFETIME VALUE 27%
#4 PARTICIPATION IN DIALOGUE/CONVERSATION 26%
#5 INFLUENCER/AMBASSADOR SEEDING 25%
TO BE RELEASED25% 2ND
#6 THOUGHT LEADERSHIP
APRIL
#7 CUST. EXPERIENCE/SERVICE BENEFITS 23%
#8 SaleS/REVENUE 21%
#9 REFERRALS/LEADS/MEMBERS 17%
#10 MKTG. SPEND EFFICIENCY/COSTS 17%
Q:
What
are
the
most
frequently
stated
objec%ves
for
launching
a
digital
engagement
ini%a%ve
in
your
organiza%on
(max.
3
choices)?
(20
op%ons
suggested)
2013
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14. ROI IMPACT OF DIGITAL ENGAGEMENT*
% AGREED
45%
29%
TO BE RELEASED APRIL 2ND 18%
9%
NO, A CONTINUing
YES, ABSOLUTELY No, BUT GETTING THERE DON’T KNOW
CHALLENGE
Q:
Can
you
%e
a
posi%ve
return
on
investment
to
your
par%cipa%on
in
digital
engagement?
2013
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*
-­‐
based
on
recruitment
criteria,
company
staff
profiled
are
likely
in
more
sophis3cated,
mature
digital
organiza3ons;
results
likely
much
higher
than
in
general
company
set

15. IV. RESOURCES

16. DIGITAL ENGAGEMENT STAFFING
# OF PEOPLE IN YOUR COMPANY WHO PARTICIPATE (MEDIAN RESPONSE)
4.5
2 3
TO BE RELEASED APRIL 2ND
PROFESSTIONAL PART TIME CONTRIBUTORS
(+70% of time) (15-70% of TIME) (LESS THAN 15% OF TIME)
Q:
Approximately
how
many
people
in
your
organiza%on
work
in
emerging
media/digital
engagement
(e.g.
social,
community,
content,
mobile)?
2013
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17. TIME ONLINE – BUSINESS PROFESSIONALS
TIME ALLOCATION PERCENTAGE
44%
31% 24%
TO BE RELEASED APRIL 2ND
PROFESSIONAL USE MIXED USE PERSONAL USE
(BLURRED PROFESSIONAL/PERSONAL)
Q:
We
all
know
we
use
the
web
for
many
things
at
work,
home
and
play,
what
is
the
balance
between
your
professional,
blended
and
personal
use
of
digital
engagement
and
new
media
currently?
2013
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18. V. TRENDS

19. TOP 10 MARKETPLACE DRIVERS SUPPORTING DIGITAL ENGAGEMENT
% RESPONDED TOP 3 CHOICES
#1 INCREASING ROLE #2 NEED FOR AUTHENTICITY/ #3 WANING ATTENTION #4 MEDIA FRAGMENTATION/ #5 CHANGE IN MASS
OF WIRELESS/MOBILE TRANSPARENCY TO MASS MEDIA CLUTTER MARKETING EFFECTiVENESS
#6 RISE OF SOCIAL
NETWORKS
TO BE RELEASED APRIL 2ND
#7 EXPLOSION OF BIG
DATA
#8 IMPROVED
MEASUREMENT TOOLS
#9 LOSS OF BUSINESS
TRUST/CREDIBILITY
#10 INFLUENCE OF THE
NET GENERATION
Q:
What
are
the
biggest
changes
you
are
currently
seeing
in
the
marketplace,
media
or
culture
to
change
the
role
or
importance
of
digital
culture
and
engagement
in
your
mind
(max.
3
choices)?
(23
op%ons
provided)
2013
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20. TOP 10 DIGITAL/TECH GROWTH SEGMENTS
% RESPONDED TOP 3 CHOICES
#1 MOBILE #2 CASHLESS PAYMENTS/ #3 BIG DATA #4 LOCATION-SPECIFIC #5 CLOUD
MARKETING eWALLETS ANALYTICS Wi-fi/NFC/GPS COMPUTING
#6 INFLUENCER
MARKETING
TO BE RELEASED APRIL 2ND
#7 EXPERIENTIAL
MARKETING
#8 PREDICTIVE/
FORECAST ALGORITHMS
#9 CUSTOMER/USER-
GENERATED CONTENT
#10 SOCIAL NETWORK
MARKETING
Q:
What
forms
of
digital
engagement*
and
technology
use
will
experience
the
most
significant
growth
in
the
next
few
years
(max.
3
choices)?
(30
op%ons
provided)
2013
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21. TOP META TRENDS - #1-2 Ranked
% RESPONDED TOP 3 CHOICES
#1 CUSTOMIZATION (31%)
-where i want it, when I want it, how I
TO BE RELEASED APRIL 2ND
want it -
#2 COLLABORATION (29%)
-WORKING TOGETHER TO SOLVE PROBLEMS,
IMPACT LIVES-
Q:
Which
"meta
trends"
will
impact
the
next
3
years
of
your
business
environment?
(max.
3
answers)?
(17
op%ons
provided)
2013
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22. TOP META TRENDS - #3-4 RANKED
% RESPONDED TOP 3 CHOICES
#3 AUTHENTICITY (28%)
-HUNGERING FOR GENUINE, REALNESS AND
TRANSPARENCY IN RELATIONSHIPS,
PRODUCTS & SERVICES -
TO BE RELEASED APRIL 2ND
#4 EXPERIENCE ECONOMY (27%)
-CUSTOMER-CONCENTRICITY IN
EVERYTHING WE DO -
Q:
Which
"meta
trends"
will
impact
the
next
3
years
of
your
business
environment?
(max.
3
answers)?
(17
op%ons
provided)
2013
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23. TOP META TRENDS - #5-6 RANKED
% RESPONDED TOP 3 CHOICES
#5 MONETIZATION (23%)
-THE NEED FOR NEW MEDIA AND
TECHNOLOGY TO MAKE MONEY -
TO BE RELEASED APRIL 2ND
#6 CURATION & FILTERING (20%)
-FINDING AND ORGANIZING THE BEST, MOST
relevant stuff on the web -
Q:
Which
"meta
trends"
will
impact
the
next
3
years
of
your
business
environment?
(max.
3
answers)?
(17
op%ons
provided)
2013
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24. TOP META TRENDS - #7-8 RANKED
% RESPONDED TOP 3 CHOICES
#7 EFFICIENCY (21%)
-REAL-TIME, EFFORTLESS AND DOING MORE
WITH LESS -
TO BE RELEASED APRIL 2ND
#8 INNOVATION (19%)
-BLURRING THE LINE BETWEEN VIRTUAL
AND REAL-
Q:
Which
"meta
trends"
will
impact
the
next
3
years
of
your
business
environment?
(max.
3
answers)?
(17
op%ons
provided)
2013
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25. TOP META TRENDS - #9-10 RANKED
% RESPONDED TOP 3 CHOICES
#9 PRIVACY (17%)
- THE WAR BETWEEN HOW MUCH WE
DISCLOSE TO OTHERS AND WHAT THEY DO
TO BE RELEASED APRIL 2ND
WITH THAT -
#10 SPEED (17%)
- FASTER, MORE RESPONSIVE AND MORE
PREDICTIVE OUTCOMES AND SERVICES -
Q:
Which
"meta
trends"
will
impact
the
next
3
years
of
your
business
environment?
(max.
3
answers)?
(17
op%ons
provided)
2013
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26. TOP 10 DIGITAL ENGAGEMENT COUNTERFORCES/HURDLES
% of Respondents – TOP 3 OBJECTIVES
#1 SOCIAL NETWORKING BURNOUT/OVERLOAD 44%
#2 FAILURE TO MONETIZE NEW MEDIA 41%
#3 PRIVACY CONCERNS 32%
#4 POOR CONTENT 29%
23%
TO BE RELEASED17% 2ND
APRIL
#5 CORPORATE RESISTANCE
#6 DAMAGING SPAM/FRAUD/BUGS
#7 INTELLECTUAL PROPERTY/LEGAL ISSUES 17%
#8 CENSORSHIP/PRIVATE INTERNET WORLDS 16%
#9 WORLD ECONOMIC CONDITIONS WORSEN 15%
#10 NAT. SECURITY/PERS. FREEDOMS 14%
Q:
If
digital
engagement
and
technology
use
doesn't
accelerate
over
the
next
3-­‐5
years,
what
will
be
the
most
likely
reasons
(max.
3
reasons)?:
(18
op%ons
provided)
2013
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27. TOP 10 TECHNOLOGY-AFFECTED INDUSTRIES
HIGHEST RANKED (% RESPONDED TOP 3 CHOICES)
#1 EDUCATION #2 ENTERTAINMENT #3 MEDIA #4 ECOMMERCE #5 HEALTH CARE
#6 RETAIL TO BE RELEASED APRIL 2ND
#7 FINANCE/BANKING #8 TELECOMMUNICATIONS
#9 CONSUMER/
HOUSEHOLD GOODS
#10 NOT-FOR-PROFITS
Q:
Which
industries
will
be
affected
most
by
advancing
technology,
collabora%on
and
digital
culture
over
the
next
3-­‐5
years
(max.
3
answers)?
(26
INDUSTRY
op%ons
provided)
2013
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28. VI. GOVERNANCE/MEASUREMENT

29. ENTERPRISE ACCOUNTABILITY FOR DIGITAL ENGAGEMENT
% RESPONSE
50%
TO BE RELEASED APRIL 2ND
16%
10%
9% 8%
3% 2%
MARKETING/ COMMUNICATIONS/ EXECUTIVE/ NO SINGULAR SPECIAL DIGITAL/IT SALES/BUSINESS
BRAND PR CEO/PRESIDENT FUNCTION DEPARTMENT FUNCTION DEVELOPMENT
Q:
Who
is
the
most
accountable
owner
for
digital
engagement
within
the
organiza%on(s)/brands
you
deal
with?
2013
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30. GOVERNANCE -
% EXISTENCE OF CONDITIONS IN PLACE*
63% 62%
40%
29%
TO BE RELEASED APRIL 2ND 22%
11%
EMPLOYEE ABILITY TO ROUTE DIGITAL TRAINING DIGITAL CRISIS ISSUE SCENARIO CERTIFICATION
GUIDELINES/RULES SERVICE QUESTIONS PROGRAMS MGMT. PLAN ROLEPLAYING PROGRAM
Q:
On
the
governance
of
digital
engagement
tools
with
your
employees,
do
you
have:
2013
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and
Confiden3al
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30
Wikibrands
*
-­‐
based
on
recruitment
criteria,
company
staff
profiled
are
likely
in
more
sophis3cated,
mature
digital
organiza3ons;
results
likely
much
lower
in
general
company
set

31. MEASUREMENT – TOP 10 RANKED KEY METRICS -
% TRACKED IN YOUR COMPANY*
84% 83%
68% 67%
61% 60% 58% 56%
50%
48%
TO BE RELEASED APRIL 2ND
Fan/ TRAFFIC/ BRAND BRAND CONSUMER USER POSITIVITY/ BUSINESS SALES CUSTOMER
FOLLOWER CLICKS CONVERSATIONS ENGAGEMENT INSGHTS CONTENT QUALITY OF IMPACT/ GENERATED EX{ERIENCE
COUNTS GENERATED GENERATED METRICS GENERATED GENERATED WORD OF MOUTH ROI RATINGS
Q:
With
your
organiza%on/client's
company
efforts
in
digital
engagement
,
do
you
currently
track/measure:
2013
Proprietary
and
Confiden3al
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31
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*
-­‐
based
on
recruitment
criteria,
company
staff
profiled
are
likely
in
more
sophis3cated,
mature
digital
organiza3ons;
results
likely
much
lower
in
general
company
set

32. VII. OPINION TRACKER

33. DIGITAL ENGAGEMENT OPINION TRACKER – MASSIVE AGREEMENTS
% STRONGLY AGREE/AGREE
90% 91% 89% 2013
82%
81%
2011
2009
TO BE RELEASED APRIL 2ND
“Agencies
will
need
to
radically
reinvent
“A
company's
customer
advocacy
leader
themselves
in
order
to
stay
compe%%ve
with
needs
to
be
a
frequent
and
very
ac%ve
new
digital
engagement
strategies
and
tac%cs”
par%cipant
in
the
social
networking
space”
Q:
How
strongly
do
you
believe
in
the
following
statements:
2013
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34. DIGITAL ENGAGEMENT OPINION TRACKER – MASSIVE DISAGREEMENTS
% STRONGLY DISAGREE/DISAGREE
75% 2013
70%
2011
55% 57%
TO BE RELEASED APRIL 2ND
“The
corporate
website
is
no
longer
relevant;
“Technology
advancement
and
digital
media
social
networks
can
adequately
house
and
represents
a
much
bigger
threat
than
benefit
deliver
digital
business
objec%ves
required”
in
how
we
perform
as
a
business”
Q:
How
strongly
do
you
believe
in
the
following
statements:
2013
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35. DIGITAL ENGAGEMENT OPINION TRACKER – SPLIT DECISIONS
% RESPONSE
Neutral/Disagree/
Strongly
Agree/Agree
Strongly
Disagree
53% 53%
47% 47%
TO BE RELEASED APRIL 2ND
“Smaller
organiza%ons
are
beier
posi%oned
to
“Interac%ons
online
are
as
meaningful
as
do
social
media
than
larger
organiza%ons”
those
in
real
life”
Q:
How
strongly
do
you
believe
in
the
following
statements:
2013
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and
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36. DIGITAL ENGAGEMENT OPINION TRACKER – NEW QUESTIONS 2013
% RESPONSE
Neutral/Disagree/
76% Strongly
Agree/Agree
Strongly
Disagree
66%
61%
TO BE RELEASED APRIL 2ND 34% 39%
24%
“The
tablet/iPad
will
be
“The
next
job
you
find
will
be
“Social
TV
will
be
realized
over
the
bigger
than
the
PC
market
through
digital/social
media
vs.
next
3
years”
in
5
years”
tradi%onal
methods”
Q:
How
strongly
do
you
believe
in
the
following
statements:
2013
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and
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37. DIGITAL ENGAGEMENT OPINION TRACKER – THE SOCIAL NETWORKS
% STRONGLY AGREE/AGREE
2013
68% 2011
60%
2009
48%
45%
TO BE RELEASED APRIL 2ND
31%
“Facebook
will
s%ll
be
the
most
“Twiier
is
becoming
an
essen%al
tool
for
dominant
social
network
in
3
years”
business
to
monitor
and
par%cipate
in”
Q:
How
strongly
do
you
believe
in
the
following
statements:
2013
Proprietary
and
Confiden3al
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38. DIGITAL ENGAGEMENT OPINION TRACKER – TRACKING OVER TIME
% STRONGLY AGREE/AGREE
80% 91% 87%
81% 2013
75%
62% 64% 2011
56% 62%
2009
TO BE RELEASED APRIL 2ND
“Digital
media
influence
will
“Marketers
will
become
much
“We
will
be
able
to
track
the
presence
overtake
tradi%onal
media
more
important
within
a
corp.
by
and
value
of
conversa%ons
much
more
influence
in
the
next
decade”
leveraging
digital
engagement”
accurately
over
the
next
decade”
Q:
How
strongly
do
you
believe
in
the
following
statements:
2013
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and
Confiden3al
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39. VIII. KEY BELIEFS/
WIKIBRANDS STIMULUS

40. TOP 10 BIGGEST SINS OF DIGITAL ENGAGEMENT PRACTITIONERS
% of Respondents – TOP 3 OBSTACLES
#1 LACK OF CONTENT QUALITY AND FREQUENCY 50%
#2 ABSENCE/SLOWNESS OF LISTENING 40%
#3 LACK OF CUSTOMER FOCUS 34%
#4 LACK OF STRATEGIC FOCUS 33%
#5 POOR COMMUNITY MANAGEMENT 29%
TO BE RELEASED APRIL 2ND
#6 PASSIONLESS COMPANY CULTURE 25%
#7 POOR LANGUAGE & COMMUNICATION TONE 22%
#8 MEASUREMENT ISSUES 21%
#9 LACK OF RESOURCE FOCUS 8%
#10 LACK OF PLANNING 8%
Q:
What
are
the
biggest
sins
of
building
digital
engagement
through
social
media/online
communi%es/business-­‐
customer
collabora%ons
(max.
3
answers)?
2013
Proprietary
and
Confiden3al
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41. TOP 11 FACTORS IN BUILDING AN ENGAGED BRAND ONLINE (#1-6)
% RESPONDED TOP 3 CHOICES
#1 ConVERSATION- #2 GREAT PRODUCT/ #3 CUSTOMER/MEMBER
WORTHY IDEA/CONCEPT BRAND EXPERIENCE PROVIDED
TO BE RELEASED APRIL 2ND
#4 MEMBERS/CITIZENS/ #5 METHOD OF INTERACTION #6 CULTURE/EMPLOYEES
CUSTOMERS WHO PARTICIPATE WITH AUDIENCE OF A COMPANY
Q:
What
are
the
most
important
aiributes
for
genng
no%ced,
talked
about,
crea%ng
digital
word
of
mouth
and
brand
advocacy?
2013
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and
Confiden3al
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41
Wikibrands

42. TOP 11 FACTORS IN BUILDING AN ENGAGED BRAND ONLINE (#7-11)
% RESPONDED TOP 3 CHOICES
#7 STRoNG WORD OF #8 RESEARCH/ANALYSIS/ #9 CREATIVE/DESIGN
MOUTH PROCESS LEARNING ELEMENTS
TO BE RELEASED APRIL 2ND
#10 TOOLS USED/
PLATFORM BUILT
#11 TRIGGERS/INCENTIVES
FOR REFERRAL
Q:
What
are
the
most
important
aiributes
for
genng
no%ced,
talked
about,
crea%ng
digital
word
of
mouth
and
brand
advocacy?
2013
Proprietary
and
Confiden3al
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42
Wikibrands

43. EXECUTIVE CHAMPIONSHIP*
% RESPONSE
Fervently
Champion
Tacitly
Support
Neutral/Avoid/Resist
The
fervents:
“We
have
major
web-­‐based
ini3a3ves,
they
understand
its
value
and
see
its
impact.”
46%
34% TO BE RELEASED APRIL 2ND The
tacits:
“Many
see
the
value
of
social
but
don’t
fully
understand
how
it
works.
Bofom
line,
they
need
to
be
social
18% themselves
to
understand
social.”
The
resistors:
“Older
genera3on
execs
are
non-­‐users
therefore
don't
grasp
scale
and
prevalence
of
digital
world.”
Q:
With
regards
to
execu%ve
team
championship
of
digital
engagement
and
technology
in
your
company,
do
your
lead
execu%ves:
2013
Proprietary
and
Confiden3al
-­‐
43
Wikibrands
*
-­‐
based
on
recruitment
criteria,
company
staff
profiled
are
likely
in
more
sophis3cated,
mature
digital
organiza3ons;
results
likely
much
lower
in
general
company
set

44. TOP 10 ENTERPRISE OBSTACLES
% of Respondents – TOP 3 OBSTACLES
#1 TIME FOR STAFF TO MANAGE 40%
#2 FINDING ENOUGH CONTENT QUALITY, QUANTITY AND VARIETY 31%
#3 LACK OF BUDGETS 28%
#4 INABILITY TO MEASURE 21%
TO BE RELEASED APRIL 2ND
#5 BUILDING SCALE 21%
#6 ORGANIZATION SILOS/ADOPTION ISSUES 18%
#7 TECHNICAL SKILLS/EXPERTISE 15%
#8 NO ACCEPTED PERFORMANCE STANDARD 14%
#9 COMPREHENSION VS. MASS MKTG 14%
#10 FEAR OF LOSS OF CONTROL TO CONSUMERS 12%
Q:
What
are
the
biggest
obstacles
to
embracing
social
media/word
of
mouth/community
building/customer
collabora%on
within
your
company
(max.
3
choices)?:
(15
obstacles
provided)
2013
Proprietary
and
Confiden3al
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Wikibrands

45. TOP 6 ENGAGED LARGE ORGANIZATIONS/BRANDS
RANKINGS BASED ON NOMINATIONS
#1 STARBUCKS #2 RED BULL #3 NIKE
TO BE RELEASED APRIL 2ND
#4 COKE #5 APPLE #6 FORD
Q:
In
your
opinion,
what
organiza%ons,
brands
or
products
have
the
best
digital
engagement,
social
media/word
of
mouth/community
building/grassroots
or
customer-­‐centric
onine
prac%ces
(aside
from
those
you
currently
work
on)?
2013
Proprietary
and
Confiden3al
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45
Wikibrands

46. Ten NOTEWORTHY & ENGAGED SMALL ORGANIZATIONS/BRANDS
BASED ON NOMINATIONS
GENERAL ASSEMBLY DAVID’s TEA HUBSPOT PINKBERRY VOODOO DOUGHNUTS
IDEAPAINT TO BE RELEASED APRIL 2ND
INKFRUIT PRANA KOR WATER TEAM IN TRAINING
In
your
opinion,
what
organiza%ons,
brands
or
products
have
the
best
digital
engagement,
social
media/word
of
mouth/community
building/grassroots
or
customer-­‐centric
onine
prac%ces
(aside
from
those
you
currently
work
on)?
2013
Proprietary
and
Confiden3al
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46
Wikibrands

47. IX. MEDIA/CONTENT/PLATFORMS

48. MOST IMPORTANT DIGITAL PLATFORMS
% RESPONSE – TOP 3 PLATFORMS
CORPORATE
SOCIAL WEBSITE
NETWORK
Search PAGES CORPORATE
ENGINE BLOG
OPTIMIZATION INFLUENCER/
CORPORATE BLOGGER
EMAIL/ OUTREACH MOBILE
ONLINE DATABASE TO BE RELEASED APRIL 2ND
#1
APPS/
COMMUNITIES #2
#3
WEBSITE CUSTOMER/
OF INTEREST #4
#5
PARTNER
#6
COMMUNITIES
#7
#8
#9
Q:
What
are
the
biggest
priority
(owned,
earned,
paid
or
shared)
digital
plaoorms
for
your
organiza%on,
is
it
your....(max.
3
answers):
2013
Proprietary
and
Confiden3al
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Wikibrands

49. TOP SOCIAL NETWORKS/PLATFORMS – “MOST ESSENTIAL”
RANKED - % AGREED
#1 FACEBOOK #2 TWITTER #3 LINKEDIN #4 YOUTUBE #5 WORDPRESS
#6 MOBILE APPS TO BE RELEASED APRIL 2ND
#7 HOOTSUITE/TWEETDECK #8 GOOGle + #9 INSTAGRAM #10 PINTEREST
Q:
What
is
your
impression
of
the
following
networks
in
their
importance
to
your
organiza%on
?
(23
social
network/social
sharing
op%ons)
2013
Proprietary
and
Confiden3al
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Wikibrands

50. TOP SOCIAL NETWORKS/PLATFORMS – “MOST UNDERRATED”
RANKED - % AGREED
#3 YOUTUBE #4 MEETUP/UPCOMING/
#1 SLIDESHARE #2 LINKEDIN #5 GOOGLE +
EVENTBRITE
#6 TUMBLR TO BE RELEASED APRIL 2ND
#7 PINTEREST #8 INSTAGRAM #9 MOBILE APPS #10 KICKSTARTER/
INDIEGOGO
Q:
What
is
your
impression
of
the
following
networks
in
their
importance
to
your
organiza%on
?
(23
social
network/social
sharing
op%ons)
2013
Proprietary
and
Confiden3al
-­‐
50
Wikibrands

51. TOP SOCIAL NETWORKS/PLATFORMS – “FASTEST MOVERS – BULLS & BEARS”
RANKED - % AGREED
#1 PINTEREST #2 INSTAGRAM #3 MOBILE APPS #4 GOOGLE + #5 SLIDESHARE
#1 MYSPACE TO BE RELEASED APRIL 2ND
#2 GROUP ON/LIVING
SOCIAL
#3 FLICKR
#4 DIGG/REDDIT/
STUMBLE UPON
#5 FOURSQUARE/
YELP
Q.:
What
is
your
impression
of
the
following
networks
in
their
importance
to
your
organiza%on
?
(23
social
network/social
sharing
op%ons)
2013
Proprietary
and
Confiden3al
-­‐
51
Wikibrands

52. CONTENT SUCCESS FACTORS
% “MOST IMPORTANT” RESPONSE
CONTENT
INTERACTION
25%
CONTENT QUALITY
69%
TO BE RELEASED APRIL 2ND
CONTENT VARIETY
4%
CONTENT QUANTITY
CONTENT COST 1%
1%
Q:
What's
the
most
important
thing
in
building
effec%ve
and
efficient
digital
content?
2013
Proprietary
and
Confiden3al
-­‐
Wikibrands

53. CONTACT & NEXT STEPS

54. KEY NEXT STEPS
Daily Wikibrands Blog Release Starting March 15th, 2013
Press Release – Official Results Release April 2, 2013
Insider Webinars April 2 & 4, 2013 (see next page)
White Paper Availability April 9, 2013
Interview Posts w/ Top Ranked Brands April 11, 2013 + weekly
Themed Webinars April 18/May 16/June 20, 2013
2014 TBR Advisory Board Recruitment June, 2013
2013
Proprietary
and
Confiden3al
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Wikibrands

55. “BUZZ REPORT INSIDER” WEBINARS
April 2nd, 2013 April 4th, 2013
3-4pm EST 12-1pm EST

56. THE BUZZ REPORT & WIKIBRANDS ON THE ROAD
We’re available to present results where you are:
Our SPEAKING ENGAGEMENTS http://wiki-brands.com/contact/
- Sean MOFFITT
- MIKE DOVER
2013
Proprietary
and
Confiden3al
-­‐
56
Wikibrands

57. STAY CONNECTED
www.wiki-­‐brands.com
@wikibrands
Contact
Us
2013
Proprietary
and
Confiden3al
-­‐
57
Wikibrands