Embed Size (px)
DESCRIPTION
The 15 Myths of the Social Web (as first presented at Webcom Montreal) by Sean Moffitt, President, Agent Wildfire
Citation preview
Wikibrands – Building a Brand in Today’s Customer Controlled
Landscape
Sean Moffitt @SeanMoffittPresident & Chief Evangelist, Agent WildfireOct 22, 2009
A Presentation to:
Sean Moffitt – One of the few blonde guys left policing the world
White Paper Mania “Brands on the Web”
- 40 industry/social media experts
- 100 brand communities/ initiatives
-Ongoing…
Wikibrand Culture Gap– These Sides Don’t Play in the Sandbox with Each Other
Marketing/Corporate
Communications
Social Media/Digital Innovators
Difference are more than skin deep…
Executives/Marketing/Corporate
Communications
Social Media/Digital Innovators
- Control --Language –
- Background –- Politics -
-Picture of Success –- Personal Motivation -
An imperative to understand each other
Executives/Marketing/Corporate
Communications
Social Media/Digital Innovators
To avoidirrelevance
To avoidstaying poor
Knowledge Gap: Marketers don’t understanding the rules and tools of
playing this game
Question: How familiar are you with the tools of social media?
71% of marketers are less/only
equally familiar with the use of social media tools than their customers
Source: com.motion Poll
Knowledge Gap: Social media advocates are way off the mark on
building credibility
Question: How familiar are you with the tools of social media?
90% of CFOs believe CMOs have no idea the tie between marketing spend and sales
Source: Microsoft Roundtable
CEO’s #2 and #3 priority is customer service and customer experience
The Chasm of Social Media Acceptance
RadicalsReactionaries
How Brands Operate in a Community World
Let’s explode some myths….
15 Mythsin
15 Minutes
Myth #1 - Do Brands Still Matter in Social Media?
Brand Prerogative – Engaged Brands Grow, Closed Brands Don’t
Engaged brand value +18%
Non-engaged brand value -6%
Source: Interbrand 2009 Best Global Brand s report
Myth #2 – Can New Media Success Happen Overnight?
Turning Users, Customers andConsumers
Into Authors, Producers, Scouts, Testers and Collaborators &
Broadcasters
Into Community Members, Advocates, Ambassadors
and Evangelists
Thinktank/Sounding
Board
Scout/MysteryShopper
AdvisoryCouncil/Cause
Torchbearer
SeededAdopter/
Beta Tester
Customer
User
Consumer
Collaborator/Producer
Evangelist/Ambassador/
Advocate
CommunityMember/
VIP Insider
Brand Fans
What if you treated customers like fans?
Myth #3 – Is their a “silver bullet” benefit for launching social
media/communities?
The New 2.0 Frontiers
“Internal purposes” 65%
“External purposes” 58%
“Working with partners and suppliers” 41%
Objectives for Launching Social Media/WOM/Communities
Internal External
HardMeasure
SoftMeasure
Awareness/Buzz 35%
Referrals/Leads/Members 32%
Participate in a conversation 26%
Drive brand loyalty 32%
Seed influencers 32%
Launch a product 22%
Build a better customer experience 21%
Accelerate sales 19%
Target tough to reach audience 19%
Generate user generated content 19%
Support a cause 6%
Deliver visitors/traffic 17%
Enhance credibility 14%
Get Insight /solutions 10%
Provide learning 6%
Source: Agent Wildfire Question - What are the top 3 objectives?
Key Six Reasons for Entering Social Media
Brand Advocacy
Brand Insight
Brand Content
Brand Support
Brand Perception
Brand Serendipity
Myth #4 – What’s our first step?
• Leveraging what we see in conversations
• Initiating discussion and dialogue
• Acquiring people for our community
• Managing our communities
Molson uses LIAM
FOCUS– Marry All Parties’ Interests/Capabilities
Two Big Axioms
Social/member needs > Company needs
Focus > Technology/Platform
Members/Customers Values/Lifestyle/Desires
The FLIRT Model – A Recipe for Community Success
Myth #5 – How Involved Should We Make Our Community?
Area of Benefit“what do you want to
achieve?”
Scale/Size of Collaboration
“how big will it be?”
Depth of Collaboration
“how much member involvement is
expected?”
Exclusivity of Membership
“how open is your community?”
Level of Involvement determined by..
Area of Benefit - Microsoft
Feedback - Emerging top issues - Product issues identified
Advocacy - Word of mouth/evangelism/Sharing - Important stakeholders - VIPs
Support - Break-fix issues - Recognize people who provide answers
Nestor Portillo, Microsoft – Worldwide Director, Community and Offline Support
Depth
Of
Involvement
Exclusivity
High
Low
Low
High
Community Depth of Involvement & Exclusivity
Myth #6 – The Most Overlooked Area Of Building Community?
LANGUAGE & OUTREACH“do I like this/can I identify with this?”
“It doesn’t matter what you say, if I don’t like the way you’re saying it”
James Cherkoff, Collaborate Marketing
Myth #7 – Build Your Own vs.Live on Others?
Platform Choices
Outreach - The Community Tentacles
CommunityPortal
Content Engine
Blog/RSS
SocialTargeted
Findability
Visual
Multimedia
Updates
Interesting-ness
Conversation
Collaboration
Offline
Direct
Grassroots
Outreach Badging
Aggregation
Myth #8 – How many and who will participate?
Visual
Outreach – Not Everyone is Equal
“The Ones Who Create
Ideas”
“The Ones Who Spot & Scout New
Stuff”
“The Ones Who Sell and
Lead Opinions”
“The Ones Who
ProvideCredibility”
“The Ones Who
AttractAttention”
“The Ones Who
Connect & Spread the
Word”
Seeding the Influencer Curve…at the Right Time
Myth #9 – Will they particpate because of my brand?
• 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
25 Community Incentives - Intrinsic
“How do I identify with, help the community”
• 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
25 Community Incentives - Extrinsic
“How do I appear to others?”
• Customer service• Information/advice• 3rd party incentives• Customized/personalized
treatment• Cash rewards• Non-monetary rewards• Discounts• Invitation to Events• Points accumulation
25 Community Incentives - Explicit
“What is my direct, tangible reward?”
Myth #10 – Do we need to worry about social media/community
rules?
• Experience Facilitation
• Legal & Ethical Concerns
• Employee Policies
• Ownership
Rules
Myth #11 – What features should we provide?
Tools – The 11 Cs of Community
- Communication/Content i.e. photo/video/albums/news- Competition i.e. rewards, contests, status- Customization i.e. widgets, avatars, profiles- Conversation i.e. blogs, forums, comment
- Connection i.e. messaging, integration, feeds- Community i.e. social networks, groups, teams- Categorization i.e. tagging, sections, levels, lists- Collective Wisdom i.e. rating, ranking, voting, polls
- Co-Creation/Collaboration i.e. CGM, ideas, reviews- Contextual Extensions i.e. mobile, offline, online, IM- Culture building i.e. recruitment, engagement, causes
Amazon- Designed for Socialness
Amazon – Designed for Socialness
Myth #12 – What platform should we build it on?
Gartner predicts among Fortune 1000 companies over the next two years:
60% willbuild an online
community…
…and 50% will fail
The Future is Tribal
Platform Choice - Criteria
- Type of Software/Language
- Cost & Time
- Customization
- Scalability & Usability
- Security & Ownership
Myth #13 – My community will grow organically?
How to Avoid This…
The Life Stage of Social Media/Community
Fresh produced contentHighlight contribution
Incentives pitchedNetworked
Seeded audience
Milestone achievementUser generated contentIncentives materialized
Mass supportedExpected cycle of activity
ExpansionBroadened focus
Company culture changeSelf-governance
Tiered membership
Community/Brand Evangelists - Tasks
Myth #14 – Can you really measure social media? How do
you measure it?
The biggest obstacles that continue to exist in implementing social media/WOM in your
company/clients?
1. Inability to measure 40%2. Lack of budgets 31%3. No accepted standards/benchmarks 29%4. Fear of loss of control 29%5. Inability for culture to accept 25%6. Technical skills/expertise not in place 23%7. Do not understand diff. bet. Mass marketing 21%
Source: Agent Wildfire Buzz Report 2009
Implementation Issue – Lip Service > Action
- 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%
The Most Popular Community Metrics
Measurement by Community Objective
Myth #15 – What’s the future hold?
Beliefs Strongly Agree Agree
Agencies need to radically reinvent themselves to stay competitive
39% 44%
Managing the customer experience is the key battleground for business
32% 50%
We will be able to track conversations much more accurately over the next decade
28% 48%
The marketing will become much more important to their org. by leveraging SM/WOM
20% 54%
Radically new social media and word of mouth tactics will be adopted in the next few years
20% 51%
Source: Agent Wildfire Buzz Report 2009
Beliefs are Changing
A Palette of New Strategies & Tactics Await
Source: Agent Wildfire
What forms of social media/word of mouth will experience the most growth in the next few years ?
(top 3 choices)
Social media marketing 37%Social network marketing 35%Mobile marketing 34%User-generated Content 31%Influencer marketing 28%Brand communities 20%
Customer forums 17%Branded entertainment 16%Cause-related marketing 14%Brand microblogging 14%Buzz marketing 13%
Corporate/brand blogging 11%
79
Marketers Never Forget – Humans are Hard Wired Social Animals
Digital Advocates Never Forget…
Brands still matter…
