- Wikibrands, Wikisports - …and other things that engage fans”

September 2011George Brown College

@wikibrandsSean Moffitt @seanmoffitt

Who Am I – Sean Moffitt

Perhaps closer to the truth….

My Personal Olympic Rings….

Sponsor/Event Cred Marketing CredGeek Cred

Sports Cred Social Cred

Agent Wildfire – Canada’s Customer Engagement Leader

Adventure. Fitness. Health. Outdoor. Play. Sport. Style . Local.

2012 – Generation Go – The Year of the Active?

Authored by Sean Moffitt and Mike Dover

Published by McGraw-Hill (Dec, 2010) Link

Twitter: @wikibrands

Facebook group: Wikibrands

Now also a Business Consultancy

Wikibrands - 2011 Booklist Business Book of the Year

Wikibrands … A Manifesto for the Future of Business

"Skate to where the

puck is going,

not to where it is."

Forget social media…

…we need social business

10

“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…

7 Key Reasons WhyGBCers need to Wikibrand

18 Pieces of Career Advice

An Unbelievable Offer

9 EssentialThings to Know

4 Laws of The Social ‘Net

40 Superb EventResources

12 Best ExamplesIn Your Industry

And a can’t believe it offer…

12

Are You Ready To Become Buzzing,

WikibrandEvangelists?

The 4 Laws of the Social ‘Net

Awesomeness Socialness Authenticity Customer-Driven

14

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 1st Law of the Social Net #1 - Awesomeness

Who were #1, #2 and #3 people to fly across the Atlantic?

Only 1.5% of Tweet conversations…

Are three levels (replies) deep

Only 0.9% of Facebook Users have… More than 500 friends

The Law of Awesomeness Online

Source: Y&R Brand Asset valuator

Top 8 Differentiation

Drivers

1. Unique2. Dynamic3. Different4. Distinctive5. Innovative6. Visionary7. Daring8. Progressive

In a Wikibrand World- Act different, be different, think different

18

18

The 2nd Law of the Social Net #2 - Socialness

To Survive

To Connect

To Make Sense of the World

To Reduce Risk & Uncertainty

To Benefit Economically

To Relieve Tension

Six Core Human Instincts on Why We Talk

1800People

Strength

Me in 1992Me in 2011

150150

2000

5000

3500

8000

4000

X 12

X 12

X 500

X 190

X 170

X 170

X 170

5.4 MillionPeople

Strength

800 X 40

The 3rd Law of the Social Net #3 - Authenticity

You don’t “Do, Kill, Buy, Trade in Social”, YOU LIVE IT

MASS MARKETING

DIRECT MARKETING

SOCIAL INFLUENCE MARKETING

A Culture Change is Required

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

The 4th Law of The Social ‘Net – 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

• iTunes, Craigslist, ZipcarsFreedom

• Nike ID, My Space, Jones Soda Customization

• Amazon, REDScrutiny

• Innocent Drinks, Vans, Trader JoesIntegrity

• John Fluevog, Wikipedia, DoritosCollaboration

• Red Bull, Axe, You TubeEntertainment

• Zara, Calvin Klein, GoogleSpeed

• Nokia, ToyotaInnovation

The Modern Customer’s Key Needs- Engage Me, Excite Me, Make it Easy or Pay the Price

Great Brands Are Like Great Sports Teams…

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

The best brands treat customers like valued fans

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

The Wikibrands Rallying Cry

…7 Key Arguments for GBCers

I. Wikibrands Win

“Social” is not media, tools or technology, this is about success in business:

Engaged brands drive value +18%

Non-engaged brands decrease in value -6%

Source: Interbrand 2010 Best Global Brand s report

II. What the C-Suite Wants

C-Suite Interest – The CEO's #2 and #3 priorities are customer service and experience; advertising and promotion rank #12 and #14.

CMO’s primary objective for 2011 – improving their digital operations.

Source: Microsoft Roundtable Study

C-Suite Interest – The CEO's #2 and #3 priorities are customer service and experience; advertising and promotion rank #12 and #14.

CMO’s primary objective for 2011 – improving their digital operations.

Source: Microsoft Roundtable Study

Iii. Where Engagement

Now Happens

Shifting Conversations – just four years ago, 80% of online engagement happened on the originating website, now 80% happens away from the originating website.

Now, to be noticed and talked about, you need to reach “out there” to be relevant.

Source: Hubspot , 2007-2010 study

Media Shifts:The World is Connected and Engaged

1.5 Billion Social Networkers Globally

Facebook - 750 million, 170 friends each, 1,000+ fans per pageWikipedia – 265 million readers,. 17 million articlesTwitter – 200 million, 190 followers each (after 2 yrs)LinkedIn – 116 million, 61 friends each, 189 index on post-grad YouTube - 18 million Canadians watch/292 minutes per monthFlickr – 45 million members/5.0 billion photosFoursquare – 8 million/4 Billion check-insAmazon – 650 million users annually, $24 billion sales GroupOn – 70 million users annually, $3 billion salesQuora – 600,000 registered usersGoogle + - 25 million users,

The Big Eleven

Reason #4 – Technology Dependency and Impact

Mobile- 5 billion people have access to Mobile

Video Comes of Age- Video will represent 90% of traffic by 2015

Dependency- 36% of us would rather give up sex than the internet

Agification-Baby Boomers are the New Apped/Networked

Social as Oxygen-Spending 82% more time on social networks than they did last year

V. Chaos

Lack of Focus -Less than half of businesses have articulated a strategy for online customer engagement.

78% don't have an employee policy for use of social media.

Source: Business.com and Manpower

Knowledge Gap:

Clients lag their customers at understanding the rules and tools of playing this new game.

71% of marketers are less/only equally familiar with the use of social media tools than their customers.

Source: Commotion Study

VI. The Agency Gap

Agencies aren't Delivering the Goods - 82% of executives and managers believe their agencies need to radically transform themselves to adapt more competitively to this wikibrand world.

VII. Canada Rules

Source: eMarketer/Ipsos Reid/Nielsen

- Online penetration – Canada is #1 in the world; 79% or 26.7 million Canadians are currently online

- Online usage – Canadians spend on average 43.5 hours online per month, nearly double the worldwide average of 23 hours and 8 hours more than the 2nd place U.S.

- Social media usage – 70% of Canadians say they use social media; ½ of them visit everyday and 32% say they are using these sites even more than last year

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

- Online video – Canadians are #1 in the world (and up +37% vs. last year) – averaging 251 videos per month per user and 17.2 hours of viewing/mth.

-

Reason #7 – Canada is #1

Source: eMarketer/Ipsos Reid/Nielsen

- Facebook Usage – Canadians are #4 worldwide on Facebook – with 82% of online Canadians friending, fanning and poking

- Twitter Usage – Canadians are #6 worldwide on Twitter – 18% of online Canadians tweet

- Linkedin Usage – Canadians are #1 worldwide on LinkedIn – 15% of online Canadians use this business and career network

- Mobile Usage – there are 24+ million Canadian mobile subscribers – 33% of Canadian mobile users own a smartphone with over half of the young 18-24 segment packing at least one advanced iPod/Android/Blackberry

- Gaming – Canada is #1 in the world – spending 4.5 hours each week

- Business adoption – 90% of Canadians businesses have adopted at least some social media tools; 61% of businesses said they track what people are saying about their brand online.

Reason #7 – Canada is #1

The Recipe for Success?

..10 Factors

The FLIRT Model – A Recipe for Community Success

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

#2 - FOCUS– Four Big Axioms

Social/member needs > Company needs

The social customer has 4 seconds…

Focus > Technology

Avoid Facebook fever - Link to a core company objective

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

Nike + -Members/Customers Values/Lifestyle/Desires

#2 LANGUAGE, CONTENT & OUTREACH“do I like this/is there enough of this/can I identify with this/do they know me?”

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

CONTENT– 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

Outreach - lululemon – Ambassadoors who buy in

The Twittersphere of Athletes

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

63

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

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

• Experience Facilitation

• Legal & Ethical Concerns

• Employee Policies

• Ownership

• Support, Training and Certification

• Rituals/Customs

Rules - Kodak – Good Empowering Rules

6. TOOLS & PLATFORM“how and where does it work?” A home and away game

Have a Home 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

Some rooms you…

Play Entertain

EscapeConverse

Learn Create

The Core 10 for a Business

Tool Metaphorical Room Organizational Benefits

1. Facebook - “The Living Room” - Ubiquity, Socialness, Integration2. LinkedIn - “The Office” - BtoB, Deals, Professional Community3. Twitter - “The Front Porch” - Trends, Viralness, Launches4. Blog - “The Garden” - News, Comments, Feeds, SEO5. Community Site – “The Pool” - Fans, Deep Engagement6. YouTube - “TV Room” - Entertainment, Previews, Video7. Email Provider – “The Mailbox” - Outbound, Connecttion, Fans8. Flickr - “The Gallery” - Photos, Artists, Celebrity9. Wiki - “Workshop” - Collaboration, Fan community10. Slideshare – “The Library” - Thought leadership, Trends, Ideas

Another 14 for Being an Event Pro

Registration Directory Mobile

Tweetwall Community Organizing Live Event Blogging

Social AwarenessLocal Awareness

Streaming

Reference

Tweetups Email Audience Engagement

Social Integration

Another 10 for Being an Sports Pro & Geek

CommunitiesAthlete Tweeters

DirectoryMapping

Athlete’s Social Footprint

Registration

InfluenceSocial Dashboard Measurement

Gossip

Mint.com –Connected and Awesome Where You Are

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

Biggest Bets:-Personal Relationships. Technology & tools will change over time. Innovation never stops. One thing that will never change is the need for emotional connections.

- 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.

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

Jon Sinden, Manager – Social Media, MLSE

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

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

Measures Traditional , Passive Metrics Wiki Brand Active Measures

EngagementCompany Satisfaction

Am I happy vs. my expectation?Enthusiasm

Am I excited about this company?

DifferentiationEquity

What does my company stand for?

Relevance Does the company’s mission resonate with me?

ParticipationAwareness & Trial

Am I involved beyond my “day job”?

Innovation Involvement Do I get involved, attend events, answer polls, produce content, give feedback?

Customer Value/Influence

Loyalty Do I stay with my company?

AdvocacyDo I recommend my company to others? How many others?

A Different Brand Yardstick

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

THE BIGGEST SINS“Don’t be that person”

The Biggest Social Media Sins- Listening, Content and Focus

The Future?

Types of New Media Future Growth

Tech - More tablet/smartphone usage in arenas and stadiums during live sporting events.

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 - I would say the biggest thing I foresee in the future are 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 - To be able to 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

.

Shine The Light on Your Content DevelopersBuild Mass Media into Your Mix

San Francisico Giants - Twitter

Nike Training

Andrew Bogut’s Squad 6

Purpose Driven Marketing

Beck’s Gig Finder

Maker’s Mark Advocates

Molson Perception 2.0

Starbuck’s Insight

Pepsi Serendipity

18 Pieces of Career Advice

I. THE RESUME

“What would you consider to be the number one asset on a resume for new

hires out of school? “#1 Industry Related Work Experience 41%

#2 Track record of Accomplishments 35%

#3 Variety of interests/passions 7%

Special Sauce:Thoughtfulness, good reasons for applyingDemonstrated passion for my businessWell-researched pitch

II. GETTING IN THE DOOR…

How do the majority of new hires get made at your company? Please choose the 3 top options:

#1 Referrals#2 Internship/Coop Programs#3 Online job recruitment sites#4 Serendipity – right person, right time#5 Social/digital media awareness#6 Volunteer/collaborative involvement

Who do ya know? Get off your butt and head to events and network like crazy.

No event, pick up the phone. No phone, send an email, No email, send carrier pigeon. You get the idea… use all means enccesary to meet people and grow your network.

If you think networking is sending an email to someone you’ve never met then you are mistaken.

III. BECOMING DIGITALLY A SOMEBODY…

What social spaces should new hires be engaged in to attract positive online

attention? (max. 3 choices)

• LinkedIn 90%

• Personal Blog 69%

• Twitter 65%

* Negative stuff on Facebook

IV. THE INTERVIEW…FOR SOME DREADED

What is your biggest pet peeve with interviewing new hire job applicants?

#1 Being Unprepared

#2 Candidate Arrogance

#3 Dissing Old Employers/Managers

#4 Not Answering Questions

#5 Not Asking Questions

What question do new hire candidates "trip up" on most frequently?

#1 Why did you apply for our company?

#2 What is your biggest opportunity/weakness?

#3 What skills do you have that would make you valuable for this job?

#4 Are there any questions you have about role/company?

Please list the top 3 traits of interviewees who are consistently hired.

• Inquisitive/eclectic experience• Business savvy• Outgoing/motivated• Effort and courage to stand out from the pack• Innovative• Concise/concrete examples of skills• Thank you note/personable

What questions should the candidate be asking you during an interview: You may select more than one

answer (max. three choices).

#1 What does success look like in this role?

#2 What excites you about the company future?

#3 What does company culture feel like?

#4 What would a career direction be like for somebody taking this job?

IV. THE EVALUATION

What are the top skills you are looking for in new hires out of school? Please select your top 3.

#1 Communication skills

#2 Enthusiasm/perseverance

#3 Interpersonal skills

#4 Fit with company culture/values

#5 Creativity/Innovation

Make Your Content

Sing

• Network like crazy- build a weak tie network, get out of comfort zone

• Get social network deep - Twitter/LinkedIn/Facebook/Flickr/YouTube/Digg

• Be on Facebook, don’t be too drunk on Facebook

•Show your passion, for something – bake it into your job/internship/spare time

Career/Interviewing Advice

• Reinvent the Resume (Resume 2.0)

• Volunteer for something good

• Be vigilant on follow up

• Attend/volunteer events – MESH, CMA, Camps, Twitterbrunch, Netchange, LOKU30, Third Tuesday

Career/Interviewing Advice

• Do your Google homework

• Be comfortable with Google Analytics, Technorati, Alexa/Compete, Postrank/Radian, SEO, Tweetdeck/Hootsuite, Social Media release, RSS

• Don’t take a first job beneath you

Career/Interviewing Advice

• Meet one new senior person every month

• Take a design/web course – Adobe, Wordpress, HTML/PHP, video editing

• Negotiate for exposure with execs, but don’t be a pest

• Be different – bring a portfolio, a plan, wear something different, strike a bargain

• If failing, let it hang out, show your passion

Career/Interviewing Advice

• Stay Up to Speed• the New Web – Techcrunch, Mashable,360 Digital

Influence, Groundswell, Web Strategist• the New PR – Brian Solis, Inside PR• the New Collaboration – Wikinomics, Jeff Howe• Blogging – Problogger• the New Marketing – Seth Godin, Rohit Bhargava.

Murketing• Trends – Springwise, Trendwatching, PSFK• Alt-Marketing – Buzz Canuck, WOMMA, Church of the

Customer• Community – Forum One, Francois Gossieaux,

Wikibrands

Career/Interviewing Advice

Have you ever said to yourself, “I’ve always wanted to try that”…?

Adventure. Fitness. Health. Outdoor. Play. Sport. Style . Local.

What should we do to appeal to these people?

“Sports do not build character. They reveal it.” -Haywood Hale Broun

The Kickass Offer

http://theleagueofkickassunder30.ning.com/

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