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Sean Moffitt presentation at Internet Hungary - Hungary's largest internet-focused conference. Udvoozoljuk Kanadabol.
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Wikibrands - Reinventing Your Company in a Customer-Driven Marketplace -
October, 2011Internet Hungary
@wikibrandsSean Moffitt @seanmoffitt
What’s with these marketing/tech authors?
Who is Sean Moffitt….Just A Blonde Guy With a Cause
Bad Chefs
Bad British Cuisine
Bad Spies
Bad Bay Area Hoods
Bad US SoccerPerception
Bad Secrets
Bad Marketing and Digital Practice
From The Seed of Wikinomics…
2006
• Peering
• Being Open
• Acting Globally
• Sharing
Wikibrands…Customer Leadership for the Digital Age
2011
• Customer Experience
• Online Community
• Social Technologies
• Brand Collaboration___________________
“Digital Participation Wins”
What?A study of top 100 engaged brands and business
How?A 10 step roadmap for business success in digital spaces
Wikibrands – A Practical Guide for Reinventing Business -
“Something you Buy”1850
“Something you Trust”1910
“Something you Want”1950
“Something you Prefer”1980
“Something you Love”2000
“Something you Participate In”
2011
A Premium Brand is Now a Mark of ParticipationWikibrands - There’s a new currency on how to
build business…
Stand Up and be Counted…
Who here participates in new/digital/social media?
Keep Standing if:- You want your digital efforts to be AWESOME
-You want your customers to RAVE about you
- You have currently achieved AWESOMENESS and RAVING LUNACY via your digital media?
The Challenge Today – <30 Minutes
- 3 Big Paradoxes
- 6 Benefits to Wikibranding
- The 10 Things to Get Right- FLIRT Model – Building It- MILC Model – Maintaining It- Culture – Supporting It
- Q & A
3 Big Uncomfortable Paradoxes
Paradox #1 - Forget social media…
…we need social business
An Exciting Array of New Connected Media
Play Entertain
EscapeConverse
Learn Create
Buy
MASS MARKETING
DIRECT MARKETING
SOCIAL INFLUENCE/WIKIBRAND MARKETING
A Genuine Culture Change is Required
ControlHypeDecisionsFeatures
CollaborationTransparencyDialoguePurpose
The real Wikibrands challenge…
How do we reinvent some of these industries?
Global education industry $ 2 trillion annually
Global IT and Communications $ 3 trillion annually
Global health care industry $ 4 trillion annually
Global energy industry $ 6 trillion annually
Global banking industry $ 7 trillion annually
“Facebook is Ringo, Social Media is George, Word of Mouth is Paul, but Social Business is John”
Paradox #2 – Business talks a good game…
…but only in the long term
• “Wikibrand marketing influence (social, mobile, word of mouth) will overtake traditional media influence within the next decade”
•69% strongly agree/agree
• “A company's customer advocacy leader needs to be a frequent and very active participant in the social networking space”
•91% strongly agree/agree
Not a Crisis of Faith – Of course this will happen but…
Source: Buzz Report
Source: Commotion Study/Buzz Report
A Crisis of Action …Not on my shift
78% don't have an employee policy for use of new/social media
53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort.
½ of top firms don’t have a strategy to tap the benefits of new/social media
An Encouraging Silver Lining – Wikibranding
Why Now Business Executives?
#1 The Need for Authenticity and Transparency
#2 The rise of social networks#3 Increasing role of wireless/mobile#4 Customers/people waning attention spans#5 Media fragmentation
Agent Wildfire -The Buzz Report 2011
Paradox #3 – Brands have never had less control…
…yet never been more important
A Demanding and Activist Customer Culture has Taken Over
• iTunes, Craigslist, ZipcarsFreedom
• Nike, Converse, Jones Soda Customization
• Amazon, RED, WikileaksScrutiny
• Innocent Drinks, Vans, Trader JoesIntegrity
• John Fluevog, Wikipedia, DoritosCollaboration
• Red Bull, Axe, YouTubeEntertainment
• Zara, Calvin Klein, GoogleSpeed
• Toyota, Apple, NetflixInnovation
But Brands Matter …yes, more than ever in 2011
Evangelism
Escape
EffiliationExperience
Exchange
Equity Entimate
EstheticsEntegrity Exposed Education
EnnovativeEntertainment
Company-driven User-driven
Basic Drivers
AdvancedDrivers
PremiumDrivers
MissionDrivers
Forget Marketing’s 4Ps…Embrace the Wikibrand 13Es
Would you recommend my brand to a friend or colleague?
Do Brands Belong in Social? You betcha…
- 85% of people want companies engaging with their customers in social media
- Twitterers are three times more likely to embrace brands than average population
Visual : The Atlantic
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
Six Big Wikibrand Benefits
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
Six Big Wikibrand Benefits
Brand Support (Customer service)- Customer service- Education/ advice- Value-add experience- Lead industry conversation
Brand Serendipity (HR/Corporate)- Stories/Inspiration- Corporate social responsibility- Galvanize employees- Traditional media interest
Six Big Wikibrand Benefits
The Recipe for Success?
..10 Factors
#1 FOCUS– “Why are we doing this/what are we doing?”
#FOCUS– Four Big Axioms
Social/member needs > Company needs
The social customer has 4 seconds…
Focus > Technology
Top 10 Ranked Word of Mouth ElementsGreat ideas that spread are rare and valuable
#1 Conversation Worthy Idea/Concept
#2 Great Product/Brand
#3 Customer Experience provided
#4 The Audience who Participates
#5 Culture/employees of a Company
#6 Method in which it interacts w/ its audience
#7 Incentives for referral
#8 Strong process*
#9 Creative/design used
#10 Tools/platforms built*
Objectives – Vision – “Change the Face of Men’s Health”
Brand – “Bring back the retro icon of the moustache to visibly support cause”
Customer - The right mix of fun, retro appeal, competition, sense of belonging to a team and a global movement that is making a difference
Organizational Culture - – every interaction and donation matters - If it’s awesome they will use it, if it’s awesome they will talk about it
Movember – Energizing a Community with a Clear Focus
#2 LANGUAGE, CONTENT & OUTREACH“do I like this/is there enough of this/can I identify with this/do they know me?”
“It doesn’t matter what you say, if I don’t like the way you’re saying it”
James Cherkoff, Collaborate Marketing
“Social Media can make you suck in more places, faster, and louder than before” Anonymous Bank CMO
LANGUAGE – If you wouldn’t say it in real life to a friend,
don’t say it on the social web
CONTENT FREQUENCY-It may be cheap, but this is not a part time job
The average tweet lasts 12 minutes
The average Facebook post lasts 80 minutes
The average blog post last 1 ½ days
CONTENT FREQUENCY – If the Customer is King, then Content is Queen
Blog – Min. 3 posts per week- well-tagged
Tweets – Min. 4 tweets per day- 50/50 conversation/distribution
Video – Min. 1 video per month- Embed in other channels
Email – Min. 1-4 newsletter per month
CONTENT IMPACT – Act Different, Think Different, Be Different
“You have to check this out”Drivers
1. Unique2. Dynamic3. Different4. Distinctive5. Innovative6. Visionary7. Daring8. Progressive
OUTREACH – The Community Richter Scale
Do you know who your top 1,000 fans are?
Outreach Award- lululemon – Ambassadors who buy in
4. INCENTIVES & MOTIVATIONS“what’s in it for me?”
• 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
27 Community Incentives - Intrinsic
“The Feel 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
27 Community Incentives - Extrinsic
“The Look Goods”
• Invitation to Events• 3rd party incentives• Customized/personalized
treatment• Non-monetary rewards• Discounts• Points accumulation• Customer service• Information/advice• Cash rewards
27 Community Incentives - Explicit
“The Get Somethings”
Kiva – Intrinsic, Extrinsic and Explicit Rewards
5. RULES, GUIDELINES & RITUALS“what can/can’t I do here?”
• Experience Facilitation
• Legal & Ethical Concerns
• Employee Policies
• Ownership Rights
• Support, Training and Certification
• Rituals/Customs
Rules - Kodak – Good Empowering RulesAir Force – Good Prescriptive Rules
6. TOOLS & PLATFORM“how and where does it work?” A home, neutral and away game…
Have a Home, Neutral and Away Game
Home:Website
BlogCommunity
Forums
Away:Social Networks
Sharing SitesOther BlogsInfluencers
Neutral:Brand Pages
Personal ProfilesRSS Feed
Facebook Connect
WOMWILDFIRE
OVERVIEW:
The Essential 8 “Away Game” Tools
Awareness
Perception
Targeting
Traffic/SEO
User Content
Engagement
Purchase
Referral
Evangelism
Thought Leadership
Measurement
13 2
23
1
3
1
1
1
Social Bookmarks
Location based Ratings/Forums
Photo Sharing
12
1 2
3
3
21
123
23
2
3
3
2 3
21
123
VideoSharing
ProfessionalNetworks
SocialNetworks
MicroBlogs
WOMWILDFIRE
OVERVIEW:
The Essential 7 “Home Game” Tools
Awareness
Perception
Targeting
Traffic/SEO
User Content
Engagement
Purchase
Referral
Evangelism
Thought Leadership
Measurement
Monitoring Tools
OnlineCommunity EmailBlogsApps
1
1 2
12
1 23
213
11
12
1 2
1 23
Social Dashboard
Wiki/Collaboration
123
3
23
3
2 3
2 3
3
3
An Awesome Home Game - Threadless
The Away Game - Kraft - The Tools of Word of Mom
7. COMMUNITY MANAGEMENT“who will lead the conversation?”
You can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love
Community Managers – The Social Web’s Best Party Host
1. Communication 2. Content Creation 3. Company/brand evangelism4. Member/Customer support 5. Ongoing Facilitation 6. Metrics Reporting 7. Event Host 8. Community Evolution/Feature Development 9. Internal Rallying Cry 10. Community Administration 11. Member Recruitment/Crowdsourcing
Top Tasks of Community Managers
Source: Agent Wildfire 2010 Community Management Survey
8. LIFE STAGE OF THE COMMUNITY“when do we need to adapt?”
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
Life Stage Management
Experiment Quarterly (Threadless)
Reinvent every 2 years (Dell)
Not monitoring/moderating daily
Not reviewing weekly
THE GREAT
THE GOOD
THE BAD
THE UGLY
9. METRICS, MEASUREMENT, INSIGHTS & ROI“what do we measure and look for?”
Digital Media Measurement - No Silver Bullet Formula
- Measure The Applause, Not the Attendance
-Try many small testable experiments
-Have goals, track over time
Different Brand Yardsticks
#10 Culture Change Required
– “Live the brand, listen before saying, letting go?”
Raising a Brand, The Difference Between
Raising a 4 Year Old Parenting an 18 Year Old
The Biggest Wikibranding Sin- Social Deafness -
Source: Agent Wildfire 2010 Buzz Report
Internally,Get Employees on the Bus…
Some takeaway messages
Brands, It’s Ok to FLIRT
1. Focus
2. Language, Content and Outreach
3. Incentives, and Motivations
4. Rules, Guidelines and Rituals
5. Tool and Platforms
Getting Engaged is Not a Fling It’s a Commitment
Top 5 WikibrandsSupport Elements:
1. Culture
2. Community Life Stage Development
3. Internalizing Wikibrands
4. Community Management
5. Measurement/Metrics
There is only one thing in the world worse than being talked about, and that is not being talked about.
Oscar Wilde, The Picture of Dorian Grey
In a world of no time, attention and trust…don’t play it safe or follow others
81
Never Forget – Humans are Hard Wired Social Animals
If Lubricants, Scissors and Insurance Can Do It, So Can You
