1. Wikibrands
- Reinventing Your
Business in a Customer-
Controlled Marketplace
Sean Moffitt @SeanMoffitt A Presentation to:
Ottawa, Ontario SMB Ottawa
June 2, 2010
www.agentwildfire.com

2. So What The Heck Do I Know?

3. Obstacle #1 –
There are 45,000 social
media experts online right
now

4. Instead, we studied the best…
- Interview 50 top
global experts
- Study of 100 of the
most engaged
businesses/brands
- Part of a
multimillion study
with Don Tapscott

5. We went cross industry for insight …
Finance- American Hospitality –
Running - Nike Plus Express Starbucks
B-to-B Travel –
- Intuit Automotive - Camp Jeep Starwood Hotels
Tech – Dell ecommerce – eBay Startup - Freshbooks

6. Obstacle #2 –
If you have a profile on
Facebook, you have an
opinion…

7. Just A Blonde Guy With a Cause
…Authenticity, Passion, Storytelling

8. We built some verifiable proof
- 2nd annual report
-Survey of 300
Canadian
marketers, media
and executives
-30 questions on
new media,
technology and
customer culture

9. Obstacle #3 –
The Cluetrain has left the
station…organizations,
businesses and brands
don’t belong in social
media

10. Social Media = Smart Business

11. “The Sensitive New Age
Social Media” Religion Type

12. “The Never in a Million Years
Traditionalist” Religion

13. Key Point - You Don’t Have to Choose
Sides, Social Media is not a Religion

14. Caveat - There is a difference
between “Being social”

15. Versus “Doing Social”

16. A Culture Change is Required
MASS DIRECT SOCIAL
MARKETING MARKETING INFLUENCE
MARKETING

17. Wikibrands: Culture

18. Let’s get started…

19. Wikinomics - 2007 Don Tapscott
“How Mass Collaboration Changes Everything”
-Openness
- Peering
- Sharing
- Globalness
Wikibrands - 2010 Sean Moffitt and Mike Dover
“How Customer Participation Changes Business”
- Online community and content
- Customer engagement and brand experience
- Social influence, buzz and word of mouth
- Peer to peer media and technology

20. Business and Brands still Matter….
…but…

21. 7 Fundamental Changes are Occurring
in How We Build Great Business
• Shifts in media
• Shifts in brand drivers*
• Shifts in customer needs
• Shifts in technology
• Shifts in demographics
• Shifts in business models
• Shifts in economy

22. One highlight – what used to build brands and
business is not what builds them now
Top 8
Top 8 Value Differentiation
Desirability Drivers Drivers
- High Quality - Unique
- Trustworthy - Dynamic
- Good Value - Different
- Reliable - Distinctive
- Original - Innovative
- Simple - Visionary
- Fun - Daring
- Leader - Progressive
Source: Y&R Brand Asset valuator

23. There’s a new currency on how to build business
“Something you Buy” “Something you Trust” “Something you Want”
“Something you
“Something you Prefer” “Something you Love” Participate In”
23

24. Wikibrands – personal brands and social
phenomena are great; but we want to know how
social media affects these people?

25. Why Now?
- Business Use of Social Media-

26. Top Reasons –
Why Now Social Media
#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

27. ½ Dozen Reasons Why This is
Important?

28. #1 -
Engaged brands are
winning.

29. Engaged
Brand Value
+18%
Non-
Engaged
Brand Value
-6%
Interbrand 2010 Top Global Brand report

30. #2 – Social Media = Many
Benefits

31. Brand Advocacy (Marketing)
- Word of mouth
- Referral/recommendation
- Badging
- Sales/traffic
- Reduction in media budgets
Brand Perception (PR)
- Awareness/exposure/SEO
- Affinity
- Empathy/respect
- Lead industry conversation

32. Brand Support (Customer
service)
- Customer service
- Education/ advice
- Value-add experience
- Lead industry conversation
Brand Serendipity (HR)
- Stories/Inspiration
- Corporate social responsibility
- Galvanize employees
- Traditional media interest

33. Brand Content
(Media/Customer Experience)
- Co-innovation/solutions
- User-generated Creative
- User-generated content
- Reviews/ratings
Brand Insight (Research
and Innovation)
- Idea stimulus
- Beta-testing
- Market research/polling
- Industry/competitive intelligence

34. Maker’s Mark Advocates

35. Molson in the Community

36. Doritos Content

37. Starbuck’s Insight

38. Whole Foods Support

39. Pepsi Serendipity

40. The Top Reasons Why
Canadian Business Use
Social Media Now

41. Most Frequently Stated
Objectives
#1 - Deliver buzz/awareness/publicity
#2 – Participate in a Dialogue/Conversation
#3 - Drive brand loyalty/affinity/lifetime value
of customer
#4 – Build better customer experiences
#5 – Deliver web visitors/offline traffic
#6 – Drive referrals, leads, members
#7 – Develop/enhance grassroots credibility

42. #3 – It’s Where Your
Audience Lives

43. Online Canadians are
spending 18 hours online
each week (higher than TV)
We’re spending 82% more
time on social networks than
last year

44. Scale – 14,252,000 Canadians
Engagement – ½ log on everyday
Age - 37% are over 35 years old
Associations - 500,000 pages/5.3 billion fans
Purchasers - 53% female
Connected - Average 130 friends

45. Scale – 3,000,000 Canadians (est.)
Followers – 190 followers each (after 2 yrs)
Influence - 0.7% of audience are followed
by 1000+ users
Experts -10% of audience is posting 90%
of tweets

46. #4 – It will Keep Growing

47. ⌧ Canadian Marketers plan
on spending more/less in
2010:
More
Less
Newspaper 5%
32%
Radio 5%
33%
TV 4%
37%
Magazines 3%
39%

48. Ching Ching $$$
There is a solid industry business case
79% of firms will be
increasing
investment in Web
2.0 technologies;
only 6% will
decrease.
Source: Gartner, Sept 2009

49. Types of New Media Future Growth

50. #5 – We’re Not Very Good
at It

51. Business and marketing are lagging their
customers
71% of marketers
are less/only
equally familiar with
the use of social
media tools than
their customers
Question: How familiar are you with the tools of social media?

52. #6 – Your Customers
Want It

53. 85% of people want
companies engaging
with their customers
in social media
56% of people feel a
stronger connection
with those companies
they interact with in
social media

54. The Recipe for Success?
Technology? Design? Funding?

55. The Biggest Social Media Sins
- Listening, Content and Focus

56. The FLIRT Model – A Recipe for Community Success

57. FOCUS
– “Why are we doing this/what are we doing?”

58. FOCUS– Marry All Parties’ Interests/Capabilities

59. FOCUS– Two Big Axioms
Social/member needs > Company needs
Focus > Technology

60. Nike + -Members/Customers Values/Lifestyle/Desires

63. LANGUAGE & OUTREACH
“do I like this/can I identify with this?”

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

66. Outreach - The Community Tentacles
Interesting- Social
ness Targeted
Conversation
Findability
Collaboration Content Engine
Visual
Community
Offline Portal
Aggregation
Direct Blog/RSS
Multimedia
Grassroots
Updates
Outreach Badging

67. Outreach – Not Everyone is Equal
Visual

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

70. 25 Community Incentives - Intrinsic
“How do I identify with, help the community”
• Better life/supporting cause
• Challenge/competition
• Creativity
• Fun & enjoyment
• Group effort/achievement
• Learning
• Satisfying curiosity
• Wanting to make a better product
• Meet people of similar interests

71. 25 Community Incentives - Extrinsic
“How do I appear to others?”
• Ability to join VIP circle
• Access to exclusive channels
• Access to exclusive resources
• Chance for wider Fame
• Recognition (peer & company)
• Reputation building
• Recognition by company
• Reputation by peers

72. 25 Community Incentives - Explicit
“What is my direct, tangible reward?”
• Customer service
• Information/advice
• 3rd party incentives
• Customized/personalized
treatment
• Cash rewards
• Non-monetary rewards
• Discounts
• Invitation to Events
• Points accumulation

73. Souplantation
45,000 Facebook fans, 12,000 twitterers

74. RULES
“what can/can’t I do here?”

75. Rules
• Experience
Facilitation
• Legal & Ethical
Concerns
• Employee Policies
• Ownership

76. Coca Cola’s 10 Social Media Rules
1) Be Certified in the Social Media
Certification Program.
2) Follow our Code of Business
Conduct and all other Company policies.
3) Be mindful that you are representing the
Company.
4) Fully disclose your affiliation with the
Company.
5) Keep records.
6) When in doubt, do not post.
7) Give credit where credit is due and don’t
violate others’ rights.
8) Be responsible to your work.
9) Remember that your local posts can
have global significance.
10) Know that the Internet is permanent.

77. TOOLS & PLATFORM
“how and where does it work?”

78. Platform Choice - Criteria
- Type of Software/Language
- Cost & Time
- Customization
- Scalability & Usability
- Security & Ownership

79. Platform Choices

81. COMMUNITY MANAGEMENT
“who will lead the conversation?”

82. How to Avoid This…

83. Community/Brand Evangelists - Tasks

84. The Hero Community Manager – Nature Valley

85. The Collective Effort - Kashi

86. The Outsourced Effort – Philadelphia Cream Cheese

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

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

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

90. The Most Popular Community Metrics
- Traffic Pattern & Statistics - 75%
- Community Member Engagement - 74%
- Unique Number of Visitors - 72%
- New Member Registration - 70%
- Member Satisfaction - 59%
- Provide Feedback/Ideation for R&D - 49%
- Number of Referrals by Members - 33%
- Transition Lurkers into Active Members - 29%
- Impact of community on revenue - 27%
- Mentions of Organization or Brand on other
Community Sites - 27%

91. CULTURE & ORGANIZATIONAL
CHANGE
“how will we be changed?”

93. Why aren’t we doing this? And succeeding?

94. Implementation Issue – Lip Service > Action
The biggest obstacles that continue to exist
in implementing Wikibrands/social media in
your company/clients?
1. Lack of Budgets 32%
2. Inability for company culture to accept 26%
3. Technical skills required to implement 24%
4. Inability to measure 23%
5. Fear of loss of control 21%
Source: Agent Wildfire Buzz Report 2009/10

95. Key takeaways
-Business and brands do belong
- 6 Potential benefits/reasons why
- Create a Wikibrand culture
- Listen
- Remember to FLIRT
- Resource for sustainability – MILC

96. -McGraw-Hill
(Dec, 2010)
@wikibrands
Facebook group
Blog, Wiki, Tour
and Awards to
follow

97. Let’s Start Your Next Brand Conversation…
Inquire: spreadtheword (at) agentwildfire.com
Phone: 416-255-4500
URL: www.AgentWildfire.com
Book: @wikibrands
Blogs: http://BuzzCanuck.typepad.com/
http://www.spreadslikewildfire.com/