Wikibrands, Wikigames - Reinventing Your Lottery in a Player-Driven
MarketplaceJanuary 26, 2012EL/WLA, London
@wikibrandsSean Moffitt @seanmoffitt
In our Canuck defence…Ranked #1 Globally
Online penetration - 79% of Canadians
Online usage - average 43.5 hrs/mth.
Online video - 251 videos/17.2 hours/mth.
LinkedIn usage - 15% of online Canadians
Social gaming - spend 4.5 hours/wk.
Online Banking - 65% of Internet users do
Wikibrands…Customer Leadership for the Digital Age
2011/12
___________________
“Digital Participation Wins”2006
The Four Fs of Digital Media
Get Found
Get Fame
Get Fans
Get Feedback
- Search Engine Exposure/Traffic- Awareness/recognition- Visibility- Market education
- Dialogue & Conversation- Ideas and innovation- Competitive Intelligence- Reviews/ratings/ testing
- Improved Perception/PR- Grassroots credibility/affinity- Pass along/viralness - Thought leadership
- Leads/Revenues- Online community/ambassadors- Word of mouth/referral- User generated content
Stand Up and be Counted…Who here is personally on Facebook?
Keep Standing if: You are doing digital media for your lottery/games?
You want your fans to RAVE about your “thing”
You have currently achieved AWESOMENESS and RAVING LUNACY via your digital media?
You want your lottery digital efforts to be AWESOME
28 Insights/45 Minutes
•5 Deep Thoughts
•6 Inconvenient Truths and Immutable Laws of the Social ‘Net
•10 Success Factors for Digitally-Engaged Organizations
•7 Smart Lottery 4.0 Ideas for the Future
#3 - WHAT IF YOUR LOTTERY COULD CHARGE FOR THE TIME
PEOPLE SPENT WITH YOU?$5
$2.50
$0/perdrink
Have you turned a commodity into an experience?
Source: Y&R Asset valuator
#4 – WHAT IF YOUR LOTTERY TOTALLY REFINED WHAT IT WAS?
Do your initiatives get noticed & talked about?
Top 3 Differentiation Drivers*
1. Unique2. Dynamic3. Different
Great content starts with…“Wouldn’t it be cool if…?
Great content ends with…“You have to check this
out…”
#5 - WHAT IF YOUR LOTTERY BECAME A MASTER STORYTELLER?
Do your initiatives resonate and inspire people to action?
http://stories.twitter.com/http://www.facebook.com/facebookstories
The Lottery/Gaming 2.0 Scorecard…Area (point value) Criteria
Focus/Idea (10) Simplicity? Conversation worthy? Different?
Content (10) Frequency? Variety? Quality? Curated? Pliable? Helpful?
Incentives/Outreach (10) Calls to action? Substantive? Engagement?
Platform/Website (10) User-friendly? Desirable? Searchable? Dynamic?
Tools – Social/Community (10) Social media? Blogs? Forums? Ambassadors?
Tools – Innovative/Mobile (10) Video? Apps/mobile friendliness?
Integrated (10) Consistent? Embedded? Distributed?
Language/Tone (10) Human? Conversational? Transparent? Intimate?
Initiatives/products (20) Customized? Fast? Entertaining? Open? Awesome? Future-driven?
The Lottery/Gaming 2.0 Results
Focus/Idea 5.2/10Content 5.3/10Incentives/outreach 2.3/10Platform/website 3.5/10Tools – social community 3.1/10
The Lottery/Gaming 2.0 Results
Tools – innovative/mobile 3.4/10Integration 3.0/10Language/tone 5.1/10Initiatives/product 7.9/20
Overall 38.8/100
• iTunes, Craigslist, ZipcarsFreedom
• Nike ID, Converse, Jones Soda Customization
• Amazon, RED, PatagoniaScrutiny
• Innocent Drinks, Vans, Trader JoesIntegrity
• John Fluevog, Wikipedia, DoritosCollaboration
• Red Bull, Axe, You Tube, SkittlesEntertainment
• Zara, Calvin Klein, GoogleSpeed
• Nokia, Toyota, Ace HotelInnovation
Shift Happens…Customer Needs Change
Source; Moxie Insight/nGenera Global Study
Agent Wildfire/Wikibrand’s 2011 Buzz Report Survey
“My business may not survive over the next 10 years if we don't act swiftly to
technology/digital culture”
65% agree/strongly agree
Socialness Authenticity
The 6 Immutable Laws of the New ‘Net
Psychology Versatility
InfluencePresence
– Online Community Motivation – Why Do True Fans Join?
#1 - Social Connection#2 - Shared Community Values/Culture#3 - Expression/Creativity/Venting#4 - Establishing influence with key decision makers#5 - Access to Special Information/Advice#6 - Appealing to Hobbies/Interests#7 - Making a difference/to matter/support a cause
Source: Agent Wildfire 2011 Community Management Survey
Top Reasons – New Media Why Now Business Executives?
#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 2011
The 3rd Law of The New ‘Net – Presence
Most brands are irrelevant most of the time to their customers…
This is a constantly shifting landscape…
The average tweet lasts 12 minutes
The average Facebook post lasts 80 minutes
The average blog post lasts 1 ½ days
13.8% of online population…
…create 80% of the online influence posts
6.2% of online population…
…create 80% of the online influence impressions
Influencers Make Themselves Known Online
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/technology platforms builtSource: Wikibrands Buzz Report
Digital Media Does Not Equal Marketing
Earliest Reason – Brand Perception
Most Bankable – Brand Support/Service
Most Lucrative – Brand Content
Most Overlooked – Brand Insight
Most Popular – Brand Advocacy
Most Unplanned/Viral – Brand Serendipity
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
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
CONTENT– If the Customer is King, then Content is Queen
Activity per Month
Great Good Minimum
Blog Posts 30+ 12 5
Tweets 400 200 100
Video 12 4 1
Email 8 4 1
• 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”
• Experience Facilitation
• Legal & Ethical Concerns
• Employee Policies
• Ownership Rights
• Support, Training and Certification
• Rituals/Customs
Rules - Kodak – Good Empowering RulesAir Force – Good Prescriptive Rules
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
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
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
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
#1 Engagement Data – comments, engaged fans, likes, retweets
#2 Sentiment – opinion on what was said, positive/negative
#3 Traffic – hits, unique visitors, followers
#4 Conversion/leads – loyalty, purchase, referrals
#5 Customer evangelism*/satisfaction - Net promoter score, survey satisfaction
Source: Altimeter Group, Digital Strategists, Nov’10
The Top Measures
1. Employees 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
97
Never Forget – Humans are Hard Wired Social and Influential Animals
They crave things that are awesome, social, authentic and customer-driven to talk about…
Some among us will talk a lot more than others..when they do, they share stories
Because 894 goals and 310 sweat-soaked pages can’t be wrong
"Skate to where the
puck is going, not to
where it is."
What – Wikibrands?
Published by McGraw-Hill
Twitter: @wikibrands@seanmoffitt
Website: www.Wiki-Brands.comEmail: [email protected]
Phone: 416-458-2818