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- Wikibrands, WikiSponsorships - Reinventing Business and Properties

- in a Fan-Driven Marketplace -October 2011

Western Sponsorship Congress@wikibrandsSean Moffitt @seanmoffitt

Who Am I – Sean Moffitt

Perhaps closer to the truth….

Wiki Sponsorship Unplugged

MASS MARKETING

DIRECT MARKETING

WIKIBRAND/ SOCIAL INFLUENCE

ControlHypeDecisionsFeaturesBroadcast

CollaborationAuthenticityDialoguePurposeConnection

Beyond Facebook/Twitter Pages

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

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

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

Why Care? - Wikibrands/

Wikisponsors Win

If Lubricants, Scissors, Magic Markers and Insurance Can Master It, So Can You

• In the first 2-3 minutes:

Get them to laugh

Get them to understand importance

Get them to like you

Get them to believe you

Get them to act

Keynote Speaker Cardinal Rule:

Literary Credibility – WikibrandsHow Do Top 100 Brands Put Their Digital Pants On

2011 BookList Top Business Book Twitter: @wikibrands Website: www.Wiki-Brands.com

Professional Credibility -My Personal Olympic Rings….

Sponsor/Event Cred Marketing CredGeek Cred

Sports/Property Cred Social Cred

Practitioner Credibility - Agent Wildfire – Canada’s Customer Engagement People

Insight Credibility – Recent Stuff– Buzz Report, Community Mgmt, WikiCauses,

SxSw PTI, nGenera

Stand Up and be Counted…Who here has used digital/social media in sponsorship efforts?

Keep Standing if:- You want your sponsorship efforts to be AWESOME

-You want your fans to RAVE about your “thing”

- You have currently achieved AWESOMENESS and RAVING LUNACY via your digital media?

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

Source: SNCR/Buzz Report

90% of executives believe their agencies need to radically transform be more competitive in a wikibrand world.

And a Crisis of Knowledge

Only 14% of companies are proactive in creating external advocates and leveraging them.

71% of marketers are less/only equally familiar w/ new media tools than their customers.

An Encouraging Silver Lining – Why Now Business Executives?

#1 The Need for Authenticity/ 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

• “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

The Future Looks Bright…

Source: Buzz Report 2011

Moneyball Knows…

Thinking Differently:“We are card counters at the blackjack table. And we're gonna turn the odds on the casino.“

Digital - Sponsorship Learning:- Be the Guerrilla- Protect the Fort

Why Sponsorship Needs to Think Differently on a Digital Front NOW?

Growth - Finding/getting intimate new audiences

Value - Enhancing the fan experience

Assets - Protecting or getting around the official label

Test Case - You’re allowed to be the rebels

The Buzz Factor – you may not be bigger, but can be cooler

Tangible Results - Getting feedback, metrics, insight and stories to support effort

Moneyball Knows II

Reframing the Game“Your goal shouldn't be to buy players. Your goal should be to buy wins. In order buy wins, you need to buy runs.”

Digital - Sponsorship Takeaway:- Incubate audience vs. rent media- Treat audience as asset not only revenue- Build best experience everywhere via digital

Turning Users, Customers andConsumers

Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters

Into True Fans, 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 Fan

Reframing the Customer

Ranked #1 Online penetration –79%/26.7 million Canadians onlineOnline usage –average 43.5 hours online per monthOnline video – 251 videos/17.2 viewing hours per monthLinkedIn usage - 15% of online Canadians useGaming – spend 4.5 hours each week

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

Social media age breakdown – usage is younger-skewed but broad spread, 18-34 {86%}, 35-54 {64%}, 55+ {43%}

Mobile Usage – there are 24+ million Canadian mobile subscribers

.

-

Source: comScore eMarketer/Ipsos Reid/Nielsen

Canadian Organizations Need To Get This

Food Brands 12Beverages 10Fashion Brands 9Websites/Networks 6Entertainment Brands 6Sports Brands 4Tech/Games 4

The top 50 Facebook Brands

Musicians/Singers 35Actors 11Talk Show Hosts 8Websites 8Sports 8News Groups 7Web Personality 7Famous for being Famous 5Politics /Politicians 3Brands 1

The Top 100 Twitter Brands

The Recipe for WikiSponsorship

Success?

..20 Principles/20+ Examples/Many Tips

FACTOR #1 FOCUS– “Why are we doing this/what are we doing?”

3rd & 4th Top Reasons Why Organizations Fail In Digital

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

Mountain DewmocracyProviding Young Consumer Choice &

Freedom

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

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

Customer Needs - 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 -

FACTOR #2 THE IDEA– “What is the motivating concept?”

Only 1.5% of tweets ever get retweeted twice

Top 10 Ranked Online 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 with its audience

#7 Incentives for referral

#8 Strong process

#9 Creative/design used

#10 Tools used /platforms builtSource: Agent Wildfire Buzz Report 2011

Doritos Crash The Super BowlCrowdsourcing Success

Kraft HockeyvilleRallying Communities

#3 LANGUAGE“do I like 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

Why Can’t Marketing be Funny?

Language - Threadless – Possibly the Most Human Site in the World

38

#4 CONTENT IMPACT - STORYTELLING“will I repeat this? Does this resonate with me?”

The Art of Storytelling – 9 Methods

- Aspirations and Beliefs

- David vs. Goliath

- Avalanche about to Roll

- Changing Assumptions

- Anxieties

The Art of Storytelling – 9 Methods

- Personalities and Personal Appeal

- How-to Stories and Advice

- Glitz and Glam

- Seasonal/event-related

#5 CONTENT FREQUENCY“is there enough of this?/is it timely?/ how will I produce this?”

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 IS SWEAT EQUITY– If the Customer is King, than Content is Queen

Blog – Min. 3 posts per week- well-tagged

Tweets – Min. 4 tweets per day, well spaced apart- 50/50 conversation/distribution

Video – Min. 1 video per month- Embed in other things (blog, twitter, Facebook)

Email – Min. 1-4 newsletter per month

Profiles (LinkedIn/Facebook)- Pictures, Full Bio, Interests- Join Groups- Ask/answer questions

#6 CONTENT DESIGN“does this pass my 4 second test? Is it dynamic? Is it clear?”

The Gold Benchmark – Clean, Icons, Dynamic

Clear motives, multimedia, sponsor integration

Facebook Design Clarity

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

OUTREACH – Some of these people are not like the others, Forget 100,000 Followers, Start at Finding 1000 Real Fans

1. Employees (and partners, affiliates and stakeholders)

2. Twitter (or other microblogging platform) 3. Facebook 4. Discussion Forums 5. Traditional PR 6. Dedicated Community Portal 7. Conversion of website visitors 8. Blogger Outreach

- Wikibrand Recruitment Tools -Where to Find Your Fans

Source: Agent Wildfire 2010 Community Management Survey

Outreach - lululemon – Ambassadors who buy in

#8 OUTREACH/SOCIAL INTEGRATION“is this linkable?/ is this aggregatable? do we make it easy?”

What is biggest “social” priority for 2011

- More sharing- More control- More time on site

Sharing Stuff – Brings More Traffic

Techcrunch - The Granddaddy of Sharers

9. INCENTIVES & MOTIVATIONSINTRINSIC – “I feel good”

58

Core BeliefBuzz and word of mouth engagement is the art of the “unexpected surprise”

• 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

9 Community Incentives - Intrinsic

“The Feel Goods”

Kiva – Intrinsic Rewards

Mozilla – The Poster Boy for Feel Good Community

10. INCENTIVES & MOTIVATIONSEXTRINSIC – “I look good”

• 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

9 Community Incentives - Extrinsic

“The Look Goods”

People Do Things for 15 Minutes of Fame

Shine the Light on Your Fans

11. INCENTIVES & MOTIVATIONSEXPLICIT – “I get something out of this”

• Invitation to Events• 3rd party incentives• Customized/personalized

treatment• Non-monetary rewards• Discounts• Points accumulation• Customer service• Information/advice• Cash rewards

9 Community Incentives - Explicit

“The Get Somethings”

12. RULES, GUIDELINES & RITUALS“what can/can’t I do here?”

Two Different Approaches

NHL Followers - 740,000 followers UFC - 380,000 followers

Gary Bettman - 15,000 followers Dana White 1,670,000 followers

• Experience Facilitation

• Legal & Ethical Concerns

• Employee Policies

• Ownership Rights

• Support, Training and Certification

• Rituals/Customs

Rules - Kodak – Good Empowering RulesAir Force – Good Prescriptive Rules

13. PLATFORM – THE HOME GAME“What do we lure and lasso people too? How do we host this activity? How does it integrate?”

Have a Home (Platform), Neutral and Away Game

Home:Website

BlogCommunity

Forums

Away:Social Networks

Sharing SitesOther BlogsInfluencers

Neutral:Brand Pages

Personal ProfilesRSS Feed

Facebook Connect

WOMWILDFIRE

OVERVIEW:

7 Owned WoM Tools – Your Home Game

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

1

1

12

1 2

1 23

Social Dashboard

Wiki/Collaboration

123

3

23

3

2 3

2 3

3

3

Getting People to Spend TimeIntuit – BtoB Community Builder

Mint.com –An Awesome Home Base

14. TOOLS – THE AWAY GAME“Where do we operate? How do we share control? Social media?”

Sports teams put their fans to work where they are…

Our Social House has many rooms…and keeps expanding

WOMWILDFIRE

OVERVIEW:

8 Shared WoM Tools – Your Away Game

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

Nike Training

San Francisico Giants - Twitter

The Away Game - Kraft - The Tools of Word of Mom

14. Sponsor Tools“How do we create great events? Partner experiences? Recurring campaigns?”

Another 13 Tools for Being an Event Pro

Registration Directory Mobile

Tweetwall Community Organizing Live Event Blogging

Social AwarenessLocal Awareness Social Integration

Reference

Tweetups Email Audience Engagement

Another 9 for Being an Sponsorship Pro

CommunitiesAthlete Tweeters

DirectoryMapping Athlete’s Social

FootprintRegistration

InfluenceSocial Dashboard Measurement

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

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

What's the biggest effect new media and digital connections is having on MLSE?

- The ability to connect with fans like never before

- Fans, Teams, Players, Staffers are now all one degree away from each other

- The “payoff” is real, trusting relationships, translates into sales in the future

- People want to be connected to something they love. Sports teams are one of those connections. The closer the fans, teams, players, staffers get; the better.

Jon Sinden, Manager – Social Media, MLSE

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

1. Leadership/charisma 2. Diplomacy/Patience 3. Customer/member empathy 4. Persistence 5. Social/Networking 6. Communication Skills 7. Technology Skills 8. Passion for company/brand 9. Change Agent 10. Creativity 11. Leads the lifestyle of the customer

Top Skills of Community Managers

Source: Agent Wildfire 2010 Community Management Survey

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

The biggest obstacles that continue to exist in implementing wikibrands 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%

Source: Agent Wildfire Buzz Report 2010

Implementation Issue – Lip Service > Action

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

17. 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

#18 Culture Change Required

– “Live the brand, listen before saying, letting go?”

The Biggest Wikibranding Sin- Social Deafness -

Source: Agent Wildfire 2010 Buzz Report

• Leveraging what we see in conversations

• Initiating discussion and dialogue

• Acquiring people for our community

• Managing our communities

Molson uses LIAM

Internally,Get Employees on the Bus…

#19 MONETIZING “what do we sell? How do we sell it?”

What Can You Sell Digitally

Email Access Display Ads/Naming Promo Pages Webinars/Livestreams Viral stunt Video Sponsorship/Pre-Roll Web Competitions Augmented Reality

What Can You Sell Digitally Digital Signage/tweet walls Influencer/niche audience programs Tweetups and live community events Crowdsourcing competitions (photos, video. Ideas) QR Code competitions/scavenger hunts Mobile apps Web-enabled research Customized camera views/access

How to Do It

Set up Sponsor Summit Meetings/ideastorms Early Find your focus/story – let tactics/tech follow Develop idea start with “wouldn’t it be awesome” Create a simple off-the-shelf inventory Don’t throw it all in for FREE Field some manageable tests/measure

How to Do ItGet Feedback/Validation from Fans/Advisors – identify wants Create a Content Calendar/Schedule Identify your top 100, 1000 fans, seed them early Mix standard sponsor packages with customized ones Ask for feedback right after events/programs

Orange /Glastonbury App

20. The Future

Types of New Media Future Growth

Tech - More tablet/smartphone usage in arenas and stadiums

Live Experience - Duplicating the at-home broadcast experience at the stadium with customizable replays and content available on your wireless device.

Mark Palmer, Blue Jays

Media reinvention - traditional media will need to be creative to stay competitive. They can not communicate through the same traditional ways they were used to

Customer Intimate Reporters - Their reporters will need to re-invent themselves and accept to develop new skills. The most creative ones will be the ones customers will turn to in the future.

Louis=Philippe Dorais, Tennis Canada

Types of New Media Future Growth

Apps - applications or programs that will connect all facets of the sports business. It would be like merging the Facebooks, the Twitters, the Foursquares and websites all in one.

Athlete Intimacy - read a story about something and be able to react to it in some way shape or form. I think we will be a lot more connected to our likes and passions. You will be able to get more in depth when it comes to following your team. Almost like living it alongside a player.

Carlos Ferreira, Argos

.

Getting Around the “Official Sponsor” Noose in Digital Ways

The Rise of Video – TED Talks- Video Worth Spreading

The Rise of Augmented Reality –QR Codes – Support, Content or Insight

The rise of Purpose Driven Sponsorship

Make Your Digital Stuff Physical and Your Physical Stuff Digital

Wikibrands … A Manifesto for the Future of Business

"Skate to where the

puck is going,

not to where it is."

Let’s Start The Conversation…

Inquire: sean@wiki-brands.comsmoffitt (at) agentwildfire.com

Phone: 416-255-4500 x226

URL: www.wiki-brands.com

Blogs: http://BuzzCanuck.typepad.com/

Explore: The Buzz Report (e-newsletter)Signup at www.AgentWildfire.com

Learn: Executive Seminars

Twitter:@wikibrands

Q&A Contact us:sean@wiki-brands.com@seanmoffitt