Wikibrands New Marketing 2012

Wikibrands: Reinventing your Company in a Customer-Driven Marketplace

Congreso Internacional New MarketingEl Salvador

November 15, 2012

www.wiki-brands.com

#wikibrands#NewMktSV

@seanmoffitt@wikibrands

@newmarketingme

The Jason Bourne of Organizations + Digital + Marketing + Innovation

Ranked #1 GloballyOnline penetration –79% of Canadians onlineOnline usage –average 43.5 hours online/mthOnline video – 251 videos/17.2 hours/mth.LinkedIn usage - 15% of online Canadians useSocial gaming - spend 4.5 hours each weekOnline Banking - 65% of Internet users

Ranked in Top 10 Social Media Use – 70% use; ½ everydayFacebook usage –#4 worldwide/82% of online Can.Twitter usage –#6 worldwide/18% of online Can.Smartphone usage – 33% of mobile users

Canada is #1

…but Why?

“Who is leading this change in your company?”

Who will lead big change:

Lead Customer Engagement?

Rally Employee Culture?

Help Understand a Fast Moving World?

CEO? COO? CIO? CFO?

Forget social media…

…we need engaged business

9

“Something you Buy” “Something you Trust” “Something you Want”

“Something you Prefer” “Something you Love”“Something you

Participate In”

There’s a new currency on how to build business…

“In a connected world, power shifts to those best able to connect.” Dov Seidman

Forget Marketing’s 4Ps…Embrace the Wikibrand 13Es

Five Other Core Messages

“Be Strategic”

“Get Digitally Buff”

“Stay Up to Speed”

“Go for Awesome”

“Don’t Ration the Passion”

Business/brands to Emulate

Top Tools and Apps

The Future

Best Resources

Breakouts

Group Discussion

Q&A

Playing to My Audience?

Vs.

Vs.

Vs.

Vs.

I. The Anthems/Himnos – “The World is a Blur”

II. First Half/Tiempo Primo–“The 4 Rules of New Marketing”

III. Second Half/Tiempo Segundo- –“FLIRT Model – The 12 Ingredients to Engaged Marketing”

IV. Extra Time/Tiempo Adicional -“What’s Up Next”

#1 The World is a Blur

“It is not the strongest of the species that survive, nor the most intelligent,

but the one most responsive to change.”

Charles Darwin

The average lifespan of a company is 15 years and dropping quickly…

The average amount of jobs you will have by 42 is ten.

Life expectancy is now 81 years old.

Source: US Department of Labour/Yale S&P Study/StatsCan

Which industry will be affected the most?

#1 Education($3 Trillion)

#2 Health Care($4 Trillion)

#3 Entertainment($0.7 Trillion)

#4 Media ($0.8 Trillion)

#5 Finance($7 Trillion)

#6 Energy($6 Trillion)

* Source: Draft results from Wikibrands 4th Annual Global Buzz Report

Source:

Change is Survival

“My business may not survive over the next 10 years if we don't act swiftly to technology/digital culture”

69% agree/strongly agree


1892 2010

19262008

2001 1996 2007 2007

1992

1937

2009

The world is a blur …social networks

The world is a blur …cameras.

1996

Average Mega Pixels0.5 MP

2012

Average Mega Pixels16 MP

The world is a blur …razors

Mobile Subscriptions s 4 Billion 6 Billion 9 billion

Mobile Data 0.1 Billion 1.5 Billion 4.5 Billion

Facebook users 0.1 Billion 1.0 Billion 1.5 Billion

Internet Video 654 PB/mth 16,880 PB/mth 45,280 PB/mth

Olympic – Tweets 0.2 Million 150 million 4,500 million

* Estimates Sources: Ericcson, Cisco, ATOS, Twitter 1 PB = 250,000 DVDs

Fit for Change? Are you digitally buff?

The Full Digital Playing Field..not just Facebook

Offence• Content/Campaigns• Social media/networks• Influencer outreach/paid media

Midfield• SEO/search marketing• Community management/engagement/moderation• Mobile/Apps

Defence• Metrics/Analytics• Org. Integration/Culture• User experience/design• CRM/eCommerce/Fundraising• Hosting/platform software

1. You are reading bad headlines about yourself or organizations like you.

2. People say they are satisfied but not in love with you.

3. People are not willing to spend time with you.

4. You are laughing at an innovative competitor/peer company.

5. You can imagine a different world w/o much friction.

Warning Signs in the Mirror

#2 The Four Rules of New Marketing

What are the top changes that are happening to marketing?

#2 Waning Attention to Mass Media

#1 Increasing Wireless/Mobile Connection

#3 The Need for Authenticity in the Customer Experience

#4 The Explosion of Big Data (particularly customers)


We don’t have the answers….yet

#1 Social Media#2 Customer Analytics/Managing Data#3 CRM#4 Mobile/new channels

#1 Customer Analytics/Managing Data#2 Social Media#3 Mobile/new channels#4 Shifting Demographics

Source: eMarketer 2012

36

36

The 1ST Law of the New Marketing - Socialness

Six Hardwired Instincts on Why We Talk

To Survive

To Connect

To Make Sense of the World

To Reduce Risk & Uncertainty

To Benefit Economically

To Relieve Tension

#12 website

#1 website

#6 website

#10 website

#23 website

#3 website

Offline Socialness

The Power of Your New Marketing Grapevine

Offline Socialness

Close Friends

Good Friends =

= 60

35

Colleagues =150

Followers

208 x 208Connections

70 x 70

Friends

262 x 262

=

= 43,264

4,900

=68,644

2 X 30

7 X 5

150 x 1

New Marketing Socialness

40

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

The 2nd Law of New Marketing - Awesomeness

Fact - The World is Not Created Equal…

Whether its business, products, services, restaurants, TV shows, people….

There is the “AWESOME” - 1%

There is the “GOOD” - 20%

There is the “MEH” ~60%

There is the “BAD” - 20%

There is the “UGLY” - 1%

Only 1.5% of Tweet conversations go…

Two levels (replies) deep

Only 14% of your Facebook posts ever … Receive comments

The Law of Awesomeness Online

Source: Compete

Only 5.0% of Linked Users have…

1,000+ contacts

Source: Y&R Brand Asset valuator

Top 3 Attributes That Make People Talk:

1. Unique2. Dynamic3. Different

Great content starts with…“Wouldn’t it be cool if…?

Great content ends with…“You have to check this out…”

In an attention-starved world- Act different, be different, think different

New Marketing Awesomeness

New Marketing Awesomeness

The 3rd Law of the New Marketing - Authenticity

MASS ERA DIRECT ERA INFLUENCE/WIKIBRANDS ERA

A Culture Change is Required

ControlHypeDecisionsFeatures

CollaborationTransparencyDialoguePurpose

The CEO Topspin – The Peters and Deborahs Get It

• 82% of people trust a company more who has a CEO who is involved in social media

• 94% believe it leads to a better brand image

• 78% believe it leads to better communication Source: Brandfog

“It is not the strongest of the species that survive, nor the most intelligent,

but the one most responsive to change.”

Charles Darwin

The 4th Law of New Marketing– Customer-Driven

Executives who believe the Customer

Experience is the new battleground

- 95%

Executives who believe they are

delivering a positive customer experience - 80%

Customers who agree - 8%

Customer Experience ReignsWho Knows Better Than Your Customer

People Fan Brands All the Time…

- 85% of people want companies engaging with their customers in social media

- Twitterers are three times more likely to embrace brands than average population

Customer-Driven New Marketing New Jersey Devils Mission Control

#3 Courageous Steps The 12 Step FLIRT Model

Get FLIRT y

THE WIKIBRAND 12 FACTORS – FLIRT and MILC Models

BUILD – FLIRT IT• Focus/Strategy• Language, Content,

Outreach• Incentives/Motivations• Ideas That Spread• Rules, Guidelines, Rituals• Tools & Platforms

MAINTAIN – MILC IT• Measurement/Metrics• Internalizing Success• Life Stage Management• Listening• Community

Management• Culture

What is the most important ingredient for: creating raving fans

and getting noticed and talked about in 2012?

Top 10 Ranked Raving Fan 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/technology platforms builtSource: Wikibrands Buzz Report

#1 Focus – The Wikibrands Couch

BALANCE FOUR FACTORS OrganizationBusiness/

Sponsorship

Brand Customer

No Relevance

No Capability

No DirectionNo Execution

ObjectivesVision Resources

TalentCulture

Incentives

Process

Needs/Wants

Experience

AdvocacyMedia

Revenue

PartnersValues

Marketplace

Positioning

Community

BenefitsProduct/Service

Support

Attention

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?”

FOCUS one step down – Answer the Specific Questions…

Movember – A Million Moustache Wearers Supporting Prostate Cancer -

Objectives – Vision – “Change the Face of Men’s Health”

Brand – “Bring back the retro icon of the moustache to visibly support cause”

Organizational Culture –“If it’s awesome they will use it, if it’s awesome they will talk about it.”

Movember – Energizing and Focusing a Community - -

- $125MM raised in 2011- 850k participants- 10 times more social presence- 3 times more donations, healthy amount via Facebook

II. The Language, Tone and Content of a Connected Engaged Brand

ReciprocalEthicalHumanAwesomeHelpfulAuthenticSocial

“It doesn’t matter what you say, if I don’t like the way you’re saying it”

James Cherkoff, Collaborate Marketing

Content Quality vs. Quantity/Variety vs. Interaction?

Quality of Content 57%

Content Interaction 33%

Content Quantity/Variety 10%

CONTENT QUALITY –Shoot it, Visualize It, Provoke It, List It, Link It, Friend It, Say It

The age of infographics…

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

Activity per Month

Great Good Minimum

Blog Posts 30+ 12 5

Tweets 400 200 100

Facebook Posts

60 30 15

Video 8 4 1

Email 8 4 1

III. INCENTIVES. MOTIVATIONS AND OUTREACH“what’s in it for me?”

Fun & enjoyment (#1)Creativity (#2) Group achievement (#3)

Three Reasons Why People Join Anything

The Feel Goods – “How do I identify with, help the community?”

The Look Goods - “How do I appear to

others?”

The Get Somethings - “What is my direct, tangible reward?”

Recognition by company (#1)Access to exclusive resources (#2)Ability to join VIP circle (#3)

Invitation to Events (#1)3rd party incentives (#2)Personalized treatment (#3)

Kiva – Leveraging Intrinsic, Extrinsic and Explicit Rewards

75 employees, $250 million in loans, 1 million people in Kiva Community, 20k Lending teams, 435k on Twitter, 140k on Facebook, Number of Loans per Kiva lender 7.3

OUTREACH- Who/where and why are the ambassadors? Influencers? True fans?

OUTREACH – Some of these people are not like the others

Some of these people are not like the others…who are your top 100/1,000 fans?

Outreach - lululemon – Ambassadors who buy in

-60 Elite Ambassadors

-4,000 employees and local ambassadors across 140 stores

- 35,000 R&D participants

- $1,700 revenue per square foot

IV. Big Ideas That TravelSimple, Unexpected, Concrete, Emotional

Ideas That Travel– 10 Storytelling Methods

- Aspirations and Beliefs*

- David vs. Goliath

- Avalanche about to Roll

- Changing Assumptions

- Anxieties

Ideas That Travel– 10 Storytelling Methods

- Personalities and Personal Appeal*

- How-to Stories and Advice*

- Glitz and Glam

- Seasonal/event-related*

- Spoof/Imitate

Plan Canada – A Manifesto that Resonates

- 94 Pages of Digital Goodness

- Guidelines

- Online Brand Values

- Dos and Don’ts

- Best Practices

- Decision Tree and Q&A

- Top 150 Supporting Websites

V. Rules and Governance- Rules, Guidelines & Survival Guide -

What Causes Big Digital Blowups…Plan Ahead

Source: Altimeter

#1 Exposure of Poor Experience

#2 Poor Influencer Relations

#3 Violation of Ethical Guidelines

#4 Rogue Employees

#5 Inappropriate Content

VI. Tools and PlatformsHave a Home, Neutral and Away Game

Home:Website

Email/BlogDatabase/Community

Forums

Away:Social Networks

Sharing SitesOther BlogsInfluencers

Neutral:Brand Pages

Employee ProfilesRSS FeedFacebook

#1 #2 #3 #4 #5

#6 #7 #8 #9 #10

#11 #12 #13 #14 #15

#16 #17 #18 #19 #20

VII. Measurement, Metrics and the pursuit of ROI:

There is no silver bullet to measurement

“Learning to Ride the Bike” Measurement Axiom - The more you use it, the more you prove it

VIII - Internalizing Success -Get Employees on the Bus…

The Need to Produce Hero Employees

Charity Water’s Employees Celebrate Their Funders on YouTube

IX. Life Stage Planning of a Connected 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

X. LISTENING SYSTEM“what’s being said? Where are they saying it? How does that affect us? Do they know we’re listening?”

The Biggest Wikibranding Sins- Social and Digital Deafness is Tops-

Source: Agent Wildfire 2011 Buzz Report

A battery of listening tools…

XI. Culture and Leadership A Culture Change is Required

“Top Executives/CEOs will become much more active on the web over the next 3 years”

“A company's customer advocacy leader needs to be a frequent and very active participant in the social networking space”

“Smaller organizations are better positioned to do social media than larger organizations”

66% agree

74% agree

95% agree

Livestrong Leadership Leads

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

You Can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love

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 2011 Community Management Survey

The 11 Cs of Creating Community

101 Broadcast- 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, comments

201 Interaction- 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

301 Collaboration/Core Altering - Co-Creation i.e. CGM, ideas, reviews- Contextual Extensions i.e. mobile, offline, online, IM- Culture building i.e. recruitment, engagement, causes

#4 What’s Up Next

What Tomorrow’s Customers Want, Which is the Top One?

#1

#2

#3

#4

Innovation – Blurring the Line Between Real and Virtual

1. Mobile Marketing2. Cloud Computing3. Cash

payments/eWallets4. Location-specific/GPS/

NFC communications5. Big data analytics

Top Growth Segments (next 3-5 years)


Platforms on the Rise and The Fall for Business Use


Fast Risers Dropping Fast

#1

#2

#3

#4

1. Social Network Burnout

2. Privacy3. Failure to Monetize4. Corporate Resistance5. Intellectual

Property/Legal Issues

Top Counterforces at Work (next 3-5 years)


TV Gets Social


75% agree

Will social TV be realized over the next 3 years?

Facebook – Still the Standard?


56% agree

Will Facebook be the most dominant network in 3 years?2012

31% agree

2009

Takeaways

The World is a Blur - Embrace Change NOW

Do Not Break the 4 Rules of the Internet Socialness Awesomeness Authenticity Customer-driven

FLIRT a Little, FLIRT a Lot Focus, Language, Ideas, Incentives, Rules, Tools

MILC your Brand Measurement, Internalize, Life stage Planning, Listening, Culture

and Community Management

Because 894 goals and 310 sweat-soaked pages can’t be wrong

"Skate to where the

puck is going,

not to where it is."

Q&A, Debate, Confessions?

EmailLinkedIn:Twitter:Facebook:

Stay Connected…[email protected]/in/moffittsean@seanmoffitt @wikibrandshttps://www.facebook.com/seanmoffitt17

mailto:[email protected]

https://www.facebook.com/seanmoffitt17

https://www.facebook.com/seanmoffitt17

Are you digitally buff? The 100 pt. Brand Buffness Test

A)Does your executive champion digital engagement? (10 pts.)

Executive Leadership

Is there an official and effective executive team sponsor and champion for digital engagement? (2 pts)

Does your executive participate in new media as members? (2 pts)

Does your executive believe proper use of technology is a top 3 influence on success? (2 pts)

Does your executive believe customer engagement is a top 3 key to organizational success? (2 pts)

Does your CEO publicly champion and celebrate new media: (2 pts)- internally- externally

B) Does digital engagement show up prominently in your annual strategy and what you track? (10 pts.)

Priority Focus

Is technology and/or digital/customer engagement a top 5 strategy? (3 pts.)

Does digital/customer engagement appear in your organization’s top 7 key performance indicators? (3 pts.)

Does digital/customer engagement drive +10% of executive team discussion? 20%? (2 pts.)

Is more than 15% of your marketing budget spent on driving digital engagement? 30%? (2 pts.)

C) Do you celebrate digital engagement milestones company-wide? (10 pts.)

Rewards

Is digital/customer engagement prominently in your personal development/career plan? (3 pts.)

At full company functions, is success in digital/customer engagement regularly celebrated ? (3 pts.)

Does every employee function in the company know what you are trying to achieve/understand the targets with digital/customer engagement? (2 pts.)

In monthly letters/management reports, is digital/customer engagement prominently mentioned? (2 pts.)

D) Do you feel empowered to express support for your company in public, social media freely? (10 pts.)

Openness

Are employees at every level and function encouraged to participate in new media? (3 pts.)

Are your partners, suppliers and vendors encouraged to talk about and advocate your organization in new media? (3 pts.)

Do you know who your top 100, 1000, 10,000 fans/influencers are? Do you engage in regular contact with them? (2 pts.)

Do you feel like you can experiment in digital/customer engagement, with no repercussions if it fails? (2 pts.)

E) Do you feel the required rules, guidelines and training have been provided to support digital engagement? (10 pts.)

Education

Do you have a full and aspirational set of rules and guidelines for employees to participate in digital engagement and new media? (3 pts.)

Do you have a training and/or certification program for employees and those who officially speak for the company ? (3 pts.)

Have you roleplayed possible scenarios, opportunities and risks behind general and key initiatives in digital engagement? (2 pts.)

Is there an up-to-date governance of new media and engagement issues generally and in crisis situations? Is there clear responsibility for who owns what? (2 pts.)

F) Do you have a free flowing exchange of information and insight, enabled by technology? (10 pts.)

Transparency

On most matters, do you feel that there are no secrets or hidden agendas behind your communication and practices? (3 pts.)

Do you encourage open and free flowing contact with key customers and stakeholders? Is it in “human speak” not corporate speak?(3 pts.)

Does technology help accelerate speed of information and expertise sharing inside and outside the company? (2 pts.)

Does the conscience of your customer, partners and involved parties feel present in key company direction and decisions? (2 pts.)

G) Does support for digital engagement pervade what you do everyday, from the boardroom to the frontlines? (10 pts.)

Culture

Is “what does my customer want/think” a critical component to front-line decisions? (3 pts.)

Is it easy to get other employees enthused about digital/customer engagement and initiatives? (3 pts.)

Do employees across levels and functions regularly collaborate and cross-pollinate ideas in your organization? (2 pts.)

Does your company truly value and pursue what your customers and public have to say and contribute? (2 pts.)

H) Do you feel like management supports time, reward, risks and resources for digital engagement efforts? (10 pts.)

Incentive

Are staff, community members and customers compensated for success, contributions or improvement in digital/customer engagement? (3 pts.)

Does management support digital/customer engagement efforts through real investment and required resources? (3 pts.)

Do people who thrive in digital/customer engagement get promoted faster/evaluated better than those that don’t? (2 pts.)

Is time spent and new initiatives on digital/customer engagement actively encouraged? (2 pts.)

I) Do you have an ethos that every staff person can believe in and get excited about? (10 pts.)

Values

Is your company mission/cause motivating and compelling? (3 pts.)

Do the majority of your employees share and practice these values each day? Do they express themselves unpromptedly in new media? (3 pts.)

Do these values and practices resonate with external customers and prospects to the point of action and advocacy? (2 pts.)

Is your organization able to self-govern itself on the “right thing to do” without the intervention of management or the risk of public damage to your brand? (2 pts.)

J) Is participation in digital media widely adopted and coordinated across the organization? (10 pts.)

Participation

Does more than 20% of your company staff participate actively in digital engagement? 30%? 40%? Is this coordinated? (3 pts.)

Is your company present and active in the relevant spaces and platforms online? (3 pts.)

Are you a “first mover” in establishing a presence on new spaces and platforms? (2 pts.)

Do you have the required technical and customer-facing talent to lead and support your initiatives in digital/customer engagement? (2 pts.) - quality of talent

- quantity of talent

The Brand Engagement Buffness Test

+80 pts. Hardcore Buff

+60 pts. Weekend Warrior Buff

+40 pts. Bootcamp Ready

+20 pts. Engagement Obese

0-19 pts. Emergency Room Candidate