The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

57
TAPPING THE ZEITGEIST OF DIGITAL CULTURE AND THE MARKETPLACE 2013 REPORT – DRAFT FINDINGS
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Our 4th annual seminal research report asking all the interesting and tough questions about tracking, managing and populating digital life, business, culture and the marketplace Join one of our webinars... http://wiki-brands.com/the-4th-annual-buzz-report-insights-are-in/

Transcript of The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

Page 1: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

TAPPING THE ZEITGEIST OF DIGITAL CULTURE AND THE MARKETPLACE

2013 REPORT – DRAFT FINDINGS

Page 2: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

Tracking the Intersection of Business, Technology and the Marketplace

2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   2  

Page 3: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

OUR 4th annual BUZZ REPORT – EXECUTIVE SUMMARY

To our Buzz Report insiders, ��Our best-in-class Buzz Report, has gathered comprehensive inputs about the biggest marketplace questions we could think of: what’s important, what’s really changing and how do experts rank key factors across the broadest palette of digital life. And since we’ve been asking for four years, we can now see how this nascent world of new media and connected business is blooming.��What’s our motivation? We love new and substantive insight. Too much of what passes as fact and standard operating procedure in this connected marketplace is plucked from the few minds of our celebrity and elite digital influencers. Because of that, we strove to go further afield and have polled and surveyed hundreds of enlightened executives, street-savvy marketers, curious researchers, strategists, agency staff and other techies and digiterati. We’ve attempted to track the trends that will impact your near futures and get a good toe in measuring the temperature of the digital waters. ��This year, we’ve asked more questions than ever before (50+). We feel confident the outputs are rich, as many of our respondents have even complimented us on the survey questions themselves! ��With this report, we hope you get the same insight we’ve been able to gather in drips and drabs over the last few months. And as an Insider, you are getting these insights in advance of the official white paper and presentation to be released in April’13. Let us know what you think! ��� Sean Moffitt �

Managing Director, Wikibrands �@seanmoffitt wiki-brands.com�

�2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   3  

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The BUZZ REPORT – CONTENTS

I. RESPONDENTS��II.  PULSECHECK�

III. OBJECTIVES��IV. RESOURCES��V. TRENDS��VI. GOVERNANCE/MEASUREMENT��VII. OPINION TRACKER��VIII.  KEY BELIEFS/WIKIBRANDS STIMULUS�

IX.  MEDIA/CONTENT/PLATFORMS��

CONTACTS AND NEXT STEPS����

2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   4  

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I. SURVEY RESPONDENTS

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The BUZZ REPORT – RESPONDENTS

2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   6  

Posi%on  

Pres./Execu3ve  

VP/Head  

Director  Level  

Manager  Level  

Staff/Student  

Digital  Adop%on  

Pioneering  Innovator  

Early  Adopter  

Early  Majority  

Late  Majority/Laggard  

0%  

15%  

30%  

Type  of  Organiza%on  

Size  of  Organiza%on  Large  (1000+)  

Mid-­‐Large  (100-­‐999)  

Mid-­‐Small  (25-­‐99)  

Small  (10-­‐24)  

Bou3que  (<10)  

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II. PULSECHECK

Page 8: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   8  

Q:  What  is  your  belief  on  new  forms  of  digital  and  emerging  media  helping  effec%vely  build  your  own    PERSONAL  brand,  reputa%on  and  career?  

DIGITAL OPTIMISM - PERSONAL BRAND IMPACT % AGREED

StrongLY OPTIMISTIC SOMEWHAT OPTMISTIC Neutral/PESSIMISTIC

56%

36%

8%

“The tools are fantastic, available, and free - and more than likely only going to get better, faster, more exciting to use” “Digital and emerging media is the way people connect. I see it as an imperative.”

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   9  

Q:  What  is  your  current  view  on  the  likelihood  of  digital  engagement*  building  important  value    for  your  ORGANIZATION?  

DIGITAL OPTIMISM - ORGANIZATIONAL IMPACT % AGREED

StrongLY OPTIMISTIC SOMEWHAT OPTMISTIC Neutral/PESSIMISTIC

65%

31%

4%

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   10  

Q:  Over  the  next  year,  do  you  expect  your  organiza%on's  investment  (money,  resources,  staff)    in  digital  engagement*  to:  

GROWTH EXPECATIONS – DIGITAL ENGAGEMENT % AGREED

SUBSTANTIALLY GROW MODERATELY GROW DECLINE

29%

55%

15%

Stay THE SAME

1%

2009  

2013  

21%

46%

31%

1%

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   11  

Q:  If  neutral-­‐to-­‐pessimis%c  on  the  organiza%onal  value  of  digital,  where  does  the  biggest  risk  or  nega%vity  to  digital  engagement  come  from:?  

BIGGEST RISKS OF EMBRACING DIGITAL/NEW MEDIA - TOP 6 RANKINGS

#1 - Return on investment/value RISKS

#2 – Strategic RISKS

#3 – BUSINESSS MODEL RISKS

#4 – PERSONAL/CAREER RISKS

#5 – WoRKLOAD/TALENT RISKS

#6 – ETHICAL RISKS

TO BE RELEASED APRIL 2ND

Page 12: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

III. OBJECTIVES

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   13  

Q:  What  are  the  most  frequently  stated  objec%ves  for  launching  a  digital  engagement  ini%a%ve  in  your  organiza%on  (max.  3  choices)?  (20  op%ons  suggested)  

TOP 10 DIGITAL ENGAGEMENT OBJECTIVES % of Respondents – TOP 3 OBJECTIVES

#1 AWARENESS/BUZZ/PUBLICITY VALUE

#2 AUDIENCE TARGETING (NEW/SP{ECIFIC/TOUGH TO REACH)

#3 BRAND LOYALTY/AFFINITY/LIFETIME VALUE

#4 PARTICIPATION IN DIALOGUE/CONVERSATION

#5 INFLUENCER/AMBASSADOR SEEDING

#8 SaleS/REVENUE

#9 REFERRALS/LEADS/MEMBERS

#10 MKTG. SPEND EFFICIENCY/COSTS

47%

33%

27%

26%

25%

21%

17%

17%

#6 THOUGHT LEADERSHIP

#7 CUST. EXPERIENCE/SERVICE BENEFITS

25%

23%

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   14  

Q:  Can  you  %e  a  posi%ve  return  on  investment  to  your  par%cipa%on  in  digital  engagement?  

ROI IMPACT OF DIGITAL ENGAGEMENT* % AGREED

YES, ABSOLUTELY No, BUT GETTING THERE

45%

29%

18%

NO, A CONTINUing CHALLENGE

9%

DON’T KNOW

*  -­‐  based  on  recruitment  criteria,  company  staff  profiled  are  likely  in  more  sophis3cated,  mature  digital  organiza3ons;  results  likely  much  higher  than  in  general  company  set    

TO BE RELEASED APRIL 2ND

Page 15: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

IV. RESOURCES

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   16  

Q:  Approximately  how  many  people  in  your  organiza%on  work  in  emerging  media/digital  engagement    (e.g.  social,  community,  content,  mobile)?  

PROFESSTIONAL (+70% of time)

PART TIME (15-70% of TIME)

CONTRIBUTORS (LESS THAN 15% OF TIME)

2 3 4.5

DIGITAL ENGAGEMENT STAFFING # OF PEOPLE IN YOUR COMPANY WHO PARTICIPATE (MEDIAN RESPONSE)

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   17  

Q:  We  all  know  we  use  the  web  for  many  things  at  work,  home  and  play,  what  is  the  balance  between  your  professional,  blended  and  personal  use  of  digital  engagement  and  new  media  currently?  

PROFESSIONAL USE MIXED USE (BLURRED PROFESSIONAL/PERSONAL)

PERSONAL USE

44% 31% 24%

TIME ONLINE – BUSINESS PROFESSIONALS TIME ALLOCATION PERCENTAGE

TO BE RELEASED APRIL 2ND

Page 18: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

V. TRENDS

Page 19: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   19  

Q:  What  are  the  biggest  changes  you  are  currently  seeing  in  the  marketplace,  media  or  culture  to  change  the  role  or  importance  of  digital  culture  and  engagement  in  your  mind  (max.  3  choices)?  (23  op%ons  provided)  

TOP 10 MARKETPLACE DRIVERS SUPPORTING DIGITAL ENGAGEMENT % RESPONDED TOP 3 CHOICES

#1 INCREASING ROLE OF WIRELESS/MOBILE

#2 NEED FOR AUTHENTICITY/TRANSPARENCY

#3 WANING ATTENTION TO MASS MEDIA

#4 MEDIA FRAGMENTATION/CLUTTER

#5 CHANGE IN MASS MARKETING EFFECTiVENESS

#6 RISE OF SOCIAL NETWORKS

#7 EXPLOSION OF BIG DATA

#8 IMPROVED MEASUREMENT TOOLS

#10 INFLUENCE OF THE NET GENERATION

#9 LOSS OF BUSINESS TRUST/CREDIBILITY

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   20  

Q:  What  forms  of  digital  engagement*  and  technology  use  will  experience  the  most  significant  growth    in  the  next  few  years  (max.  3  choices)?  (30  op%ons  provided)  

TOP 10 DIGITAL/TECH GROWTH SEGMENTS % RESPONDED TOP 3 CHOICES

#1 MOBILE MARKETING

#2 CASHLESS PAYMENTS/eWALLETS

#3 BIG DATA ANALYTICS

#4 LOCATION-SPECIFIC Wi-fi/NFC/GPS

#5 CLOUD COMPUTING

#6 INFLUENCER MARKETING

#7 EXPERIENTIAL MARKETING

#8 PREDICTIVE/FORECAST ALGORITHMS

#10 SOCIAL NETWORK MARKETING

#9 CUSTOMER/USER- GENERATED CONTENT

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   21  

Q:  Which  "meta  trends"  will  impact  the  next  3  years  of  your  business  environment?  (max.  3  answers)?    (17  op%ons  provided)  

TOP META TRENDS - #1-2 Ranked % RESPONDED TOP 3 CHOICES

#1 CUSTOMIZATION (31%) -where i want it, when I want it, how I

want it - #2 COLLABORATION (29%)

-WORKING TOGETHER TO SOLVE PROBLEMS, IMPACT LIVES-

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   22  

Q:  Which  "meta  trends"  will  impact  the  next  3  years  of  your  business  environment?  (max.  3  answers)?    (17  op%ons  provided)  

TOP META TRENDS - #3-4 RANKED % RESPONDED TOP 3 CHOICES

#3 AUTHENTICITY (28%) -HUNGERING FOR GENUINE, REALNESS AND

TRANSPARENCY IN RELATIONSHIPS, PRODUCTS & SERVICES -

#4 EXPERIENCE ECONOMY (27%) -CUSTOMER-CONCENTRICITY IN

EVERYTHING WE DO -

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   23  

Q:  Which  "meta  trends"  will  impact  the  next  3  years  of  your  business  environment?  (max.  3  answers)?    (17  op%ons  provided)  

TOP META TRENDS - #5-6 RANKED % RESPONDED TOP 3 CHOICES

#5 MONETIZATION (23%) -THE NEED FOR NEW MEDIA AND TECHNOLOGY TO MAKE MONEY -

#6 CURATION & FILTERING (20%) -FINDING AND ORGANIZING THE BEST, MOST

relevant stuff on the web -

TO BE RELEASED APRIL 2ND

Page 24: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   24  

Q:  Which  "meta  trends"  will  impact  the  next  3  years  of  your  business  environment?  (max.  3  answers)?    (17  op%ons  provided)  

TOP META TRENDS - #7-8 RANKED % RESPONDED TOP 3 CHOICES

#7 EFFICIENCY (21%) -REAL-TIME, EFFORTLESS AND DOING MORE

WITH LESS - #8 INNOVATION (19%)

-BLURRING THE LINE BETWEEN VIRTUAL AND REAL-

TO BE RELEASED APRIL 2ND

Page 25: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   25  

Q:  Which  "meta  trends"  will  impact  the  next  3  years  of  your  business  environment?  (max.  3  answers)?    (17  op%ons  provided)  

TOP META TRENDS - #9-10 RANKED % RESPONDED TOP 3 CHOICES

#9 PRIVACY (17%) - THE WAR BETWEEN HOW MUCH WE

DISCLOSE TO OTHERS AND WHAT THEY DO WITH THAT -

#10 SPEED (17%) - FASTER, MORE RESPONSIVE AND MORE PREDICTIVE OUTCOMES AND SERVICES -

TO BE RELEASED APRIL 2ND

Page 26: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   26  

Q:  If  digital  engagement  and  technology  use  doesn't  accelerate  over  the  next  3-­‐5  years,  what  will  be  the  most  likely  reasons  (max.  3  reasons)?:  (18  op%ons  provided)  

TOP 10 DIGITAL ENGAGEMENT COUNTERFORCES/HURDLES % of Respondents – TOP 3 OBJECTIVES

#1 SOCIAL NETWORKING BURNOUT/OVERLOAD

#2 FAILURE TO MONETIZE NEW MEDIA

#3 PRIVACY CONCERNS

#4 POOR CONTENT

#5 CORPORATE RESISTANCE

#8 CENSORSHIP/PRIVATE INTERNET WORLDS

#9 WORLD ECONOMIC CONDITIONS WORSEN

#10 NAT. SECURITY/PERS. FREEDOMS

44%

41%

32%

29%

23%

16%

15%

14%

#6 DAMAGING SPAM/FRAUD/BUGS

#7 INTELLECTUAL PROPERTY/LEGAL ISSUES

17%

17%

TO BE RELEASED APRIL 2ND

Page 27: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   27  

Q:  Which  industries  will  be  affected  most  by  advancing  technology,  collabora%on  and  digital  culture  over  the  next  3-­‐5  years  (max.  3  answers)?  (26    INDUSTRY  op%ons  provided)  

TOP 10 TECHNOLOGY-AFFECTED INDUSTRIES HIGHEST RANKED (% RESPONDED TOP 3 CHOICES)

#1 EDUCATION #2 ENTERTAINMENT #3 MEDIA #4 ECOMMERCE #5 HEALTH CARE

#6 RETAIL #7 FINANCE/BANKING #8 TELECOMMUNICATIONS #10 NOT-FOR-PROFITS #9 CONSUMER/HOUSEHOLD GOODS

TO BE RELEASED APRIL 2ND

Page 28: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

VI. GOVERNANCE/MEASUREMENT

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   29  

Q:  Who  is  the  most  accountable  owner  for  digital  engagement  within  the  organiza%on(s)/brands  you  deal  with?  

ENTERPRISE ACCOUNTABILITY FOR DIGITAL ENGAGEMENT % RESPONSE

MARKETING/ BRAND

50%

16%

10%

COMMUNICATIONS/ PR

EXECUTIVE/ CEO/PRESIDENT

9% 8% 3% 2%

NO SINGULAR FUNCTION

SPECIAL DEPARTMENT

DIGITAL/IT FUNCTION

SALES/BUSINESS DEVELOPMENT

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   30  

Q:  On  the  governance  of  digital  engagement  tools  with  your  employees,  do  you  have:  

GOVERNANCE - % EXISTENCE OF CONDITIONS IN PLACE*

EMPLOYEE GUIDELINES/RULES

63% 62%

40%

ABILITY TO ROUTE SERVICE QUESTIONS

DIGITAL TRAINING PROGRAMS

29% 22%

11%

DIGITAL CRISIS MGMT. PLAN

ISSUE SCENARIO ROLEPLAYING

CERTIFICATION PROGRAM

*  -­‐  based  on  recruitment  criteria,  company  staff  profiled  are  likely  in  more  sophis3cated,  mature  digital  organiza3ons;  results  likely  much  lower  in  general  company  set    

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   31  

Q:  With  your  organiza%on/client's  company  efforts  in  digital  engagement  ,  do  you  currently  track/measure:  

MEASUREMENT – TOP 10 RANKED KEY METRICS - % TRACKED IN YOUR COMPANY*

Fan/ FOLLOWER

COUNTS

84% 83%

68%

TRAFFIC/ CLICKS

GENERATED

BRAND CONVERSATIONS

GENERATED

60% 56%

48%

BRAND ENGAGEMENT

METRICS

CONSUMER INSGHTS

GENERATED

USER CONTENT

GENERATED

*  -­‐  based  on  recruitment  criteria,  company  staff  profiled  are  likely  in  more  sophis3cated,  mature  digital  organiza3ons;  results  likely  much  lower  in  general  company  set    

POSITIVITY/QUALITY OF

WORD OF MOUTH

BUSINESS IMPACT/

ROI

SALES GENERATED

CUSTOMER EX{ERIENCE

RATINGS

67% 61% 58%

50%

TO BE RELEASED APRIL 2ND

Page 32: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

VII. OPINION TRACKER

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   33  

Q:  How  strongly  do  you  believe  in  the  following  statements:  

DIGITAL ENGAGEMENT OPINION TRACKER – MASSIVE AGREEMENTS % STRONGLY AGREE/AGREE

“Agencies  will  need  to  radically  reinvent  themselves  in  order  to  stay  compe%%ve  with  new  digital  engagement  strategies  and  tac%cs”  

90%

“A  company's  customer  advocacy  leader  needs  to  be  a  frequent  and  very  ac%ve  

par%cipant  in  the  social  networking  space”

91%

2011  

2013  

2009  

82% 81% 89%

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   34  

Q:  How  strongly  do  you  believe  in  the  following  statements:  

DIGITAL ENGAGEMENT OPINION TRACKER – MASSIVE DISAGREEMENTS % STRONGLY DISAGREE/DISAGREE

“The  corporate  website  is  no  longer  relevant;  social  networks  can  adequately  house  and  deliver  digital  business  objec%ves  required”  

75%

“Technology  advancement  and  digital  media  represents  a  much  bigger  threat  than  benefit  

in  how  we  perform  as  a  business”

55%

70% 2011  

2013  

57%

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   35  

Q:  How  strongly  do  you  believe  in  the  following  statements:  

DIGITAL ENGAGEMENT OPINION TRACKER – SPLIT DECISIONS % RESPONSE

“Smaller  organiza%ons  are  beier  posi%oned  to  do  social  media  than  larger  organiza%ons”  

53%

“Interac%ons  online  are  as  meaningful  as  those  in  real  life”

47%

Strongly  Agree/Agree   Neutral/Disagree/  Strongly  Disagree  

53%

47%

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   36  

Q:  How  strongly  do  you  believe  in  the  following  statements:  

DIGITAL ENGAGEMENT OPINION TRACKER – NEW QUESTIONS 2013 % RESPONSE

“The  tablet/iPad  will  be  bigger  than  the  PC  market  

in  5  years”  

76%

“Social  TV  will  be  realized  over  the  next  3  years”

61%

Strongly  Agree/Agree   Neutral/Disagree/  Strongly  Disagree  

24%

39%

“The  next  job  you  find  will  be  through  digital/social  media  vs.  

tradi%onal  methods”  

66%

34% TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   37  

Q:  How  strongly  do  you  believe  in  the  following  statements:  

DIGITAL ENGAGEMENT OPINION TRACKER – THE SOCIAL NETWORKS % STRONGLY AGREE/AGREE

“Facebook  will  s%ll  be  the  most  dominant  social  network  in  3  years”  

48%

“Twiier  is  becoming  an  essen%al  tool  for  business  to  monitor  and  par%cipate  in”

68%

60% 2011  

2013  

2009  

45%

31%

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   38  

Q:  How  strongly  do  you  believe  in  the  following  statements:  

DIGITAL ENGAGEMENT OPINION TRACKER – TRACKING OVER TIME % STRONGLY AGREE/AGREE

“Digital  media  influence  will  overtake  tradi%onal  media  influence  in  the  next  decade”  

75%

“We  will  be  able  to  track  the  presence  and  value  of  conversa%ons  much  more  

accurately  over  the  next  decade”

91% 87%

2011  

2013  

2009  

62% 56%

“Marketers  will  become  much  more  important  within  a  corp.  by  leveraging  digital  engagement”  

80%

64% 62%

81%

TO BE RELEASED APRIL 2ND

Page 39: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

VIII. KEY BELIEFS/ WIKIBRANDS STIMULUS

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   40  

Q:  What  are  the  biggest  sins  of  building  digital  engagement  through  social  media/online  communi%es/business-­‐customer  collabora%ons  (max.  3  answers)?    

TOP 10 BIGGEST SINS OF DIGITAL ENGAGEMENT PRACTITIONERS % of Respondents – TOP 3 OBSTACLES

#1 LACK OF CONTENT QUALITY AND FREQUENCY

#2 ABSENCE/SLOWNESS OF LISTENING

#3 LACK OF CUSTOMER FOCUS

#4 LACK OF STRATEGIC FOCUS

#5 POOR COMMUNITY MANAGEMENT

#8 MEASUREMENT ISSUES

#9 LACK OF RESOURCE FOCUS

#10 LACK OF PLANNING

50%

40%

34%

33%

29%

21%

8%

8%

#6 PASSIONLESS COMPANY CULTURE

#7 POOR LANGUAGE & COMMUNICATION TONE

25%

22%

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   41  

Q:  What  are  the  most  important  aiributes  for  genng  no%ced,  talked  about,  crea%ng  digital  word  of  mouth  and  brand  advocacy?    

TOP 11 FACTORS IN BUILDING AN ENGAGED BRAND ONLINE (#1-6) % RESPONDED TOP 3 CHOICES

#1 ConVERSATION-WORTHY IDEA/CONCEPT

#2 GREAT PRODUCT/ BRAND

#3 CUSTOMER/MEMBER EXPERIENCE PROVIDED

#4 MEMBERS/CITIZENS/CUSTOMERS WHO PARTICIPATE

#5 METHOD OF INTERACTION WITH AUDIENCE

#6 CULTURE/EMPLOYEES OF A COMPANY

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   42  

Q:  What  are  the  most  important  aiributes  for  genng  no%ced,  talked  about,  crea%ng  digital  word  of  mouth  and  brand  advocacy?    

TOP 11 FACTORS IN BUILDING AN ENGAGED BRAND ONLINE (#7-11) % RESPONDED TOP 3 CHOICES

#7 STRoNG WORD OF MOUTH PROCESS

#8 RESEARCH/ANALYSIS/LEARNING

#9 CREATIVE/DESIGN ELEMENTS

#10 TOOLS USED/PLATFORM BUILT

#11 TRIGGERS/INCENTIVES FOR REFERRAL

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   43  

Q:  With  regards  to  execu%ve  team  championship  of  digital  engagement  and  technology  in  your  company,    do  your  lead  execu%ves:  

EXECUTIVE CHAMPIONSHIP* % RESPONSE

46%

34%

18%

Fervently  Champion     Tacitly  Support   Neutral/Avoid/Resist  

*  -­‐  based  on  recruitment  criteria,  company  staff  profiled  are  likely  in  more  sophis3cated,  mature  digital  organiza3ons;  results  likely  much  lower  in  general  company  set    

The  tacits:  “Many  see  the  value  of  social  but  don’t  fully  understand  how  it  works.  Bofom  line,  they  need  to  be  social  themselves  to  understand  social.”  

The  resistors:  “Older  genera3on  execs  are  non-­‐users  therefore  don't  grasp  scale  and  prevalence  of  digital  world.”  

The  fervents:  “We  have  major  web-­‐based  ini3a3ves,  they  understand  its  value  and  see  its  impact.”  

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   44  

Q:  What  are  the  biggest  obstacles  to  embracing  social  media/word  of  mouth/community  building/customer  collabora%on  within  your  company  (max.  3  choices)?:  (15  obstacles  provided)  

TOP 10 ENTERPRISE OBSTACLES % of Respondents – TOP 3 OBSTACLES

#1 TIME FOR STAFF TO MANAGE

#2 FINDING ENOUGH CONTENT QUALITY, QUANTITY AND VARIETY

#3 LACK OF BUDGETS

#4 INABILITY TO MEASURE

#5 BUILDING SCALE

#8 NO ACCEPTED PERFORMANCE STANDARD

#9 COMPREHENSION VS. MASS MKTG

#10 FEAR OF LOSS OF CONTROL TO CONSUMERS

40%

31%

28%

21%

21%

14%

14%

12%

#6 ORGANIZATION SILOS/ADOPTION ISSUES

#7 TECHNICAL SKILLS/EXPERTISE

18%

15%

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   45  

Q:  In  your  opinion,  what  organiza%ons,  brands  or  products  have  the  best  digital  engagement,  social  media/word  of  mouth/community  building/grassroots  or  customer-­‐centric  onine  prac%ces    

(aside  from  those  you  currently  work  on)?  

TOP 6 ENGAGED LARGE ORGANIZATIONS/BRANDS RANKINGS BASED ON NOMINATIONS

#1 STARBUCKS #2 RED BULL #3 NIKE

#4 COKE #5 APPLE #6 FORD TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   46  

In  your  opinion,  what  organiza%ons,  brands  or  products  have  the  best  digital  engagement,  social  media/word  of  mouth/community  building/grassroots  or  customer-­‐centric  onine  prac%ces    

(aside  from  those  you  currently  work  on)?  

Ten NOTEWORTHY & ENGAGED SMALL ORGANIZATIONS/BRANDS BASED ON NOMINATIONS

DAVID’s TEA HUBSPOT PINKBERRY

INKFRUIT PRANA KOR WATER

VOODOO DOUGHNUTS

TEAM IN TRAINING

GENERAL ASSEMBLY

IDEAPAINT TO BE RELEASED APRIL 2ND

Page 47: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

IX. MEDIA/CONTENT/PLATFORMS

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   48  

Q:  What  are  the  biggest  priority  (owned,  earned,  paid  or  shared)  digital  plaoorms  for  your  organiza%on,  is  it  your....(max.  3  answers):  

MOST IMPORTANT DIGITAL PLATFORMS % RESPONSE – TOP 3 PLATFORMS

#1  #2   #3  #4   #5  #6  

#7  #8  

#9  

CORPORATE WEBSITE

CORPORATE BLOG

SOCIAL NETWORK

PAGES Search ENGINE

OPTIMIZATION INFLUENCER/BLOGGER

OUTREACH CORPORATE

EMAIL/DATABASE

MOBILE APPS/

WEBSITE ONLINE

COMMUNITIES OF INTEREST

CUSTOMER/PARTNER

COMMUNITIES

TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   49  

Q:  What  is  your  impression  of  the  following  networks  in  their  importance  to  your  organiza%on  ?    (23  social  network/social  sharing  op%ons)  

TOP SOCIAL NETWORKS/PLATFORMS – “MOST ESSENTIAL” RANKED - % AGREED

#2 TWITTER #3 LINKEDIN #4 YOUTUBE

#7 HOOTSUITE/TWEETDECK #8 GOOGle + #9 INSTAGRAM

#5 WORDPRESS

#10 PINTEREST

#1 FACEBOOK

#6 MOBILE APPS TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   50  

Q:  What  is  your  impression  of  the  following  networks  in  their  importance  to  your  organiza%on  ?    (23  social  network/social  sharing  op%ons)  

TOP SOCIAL NETWORKS/PLATFORMS – “MOST UNDERRATED” RANKED - % AGREED

#2 LINKEDIN #3 YOUTUBE #4 MEETUP/UPCOMING/EVENTBRITE

#7 PINTEREST #8 INSTAGRAM #9 MOBILE APPS

#5 GOOGLE +

#10 KICKSTARTER/INDIEGOGO

#1 SLIDESHARE

#6 TUMBLR TO BE RELEASED APRIL 2ND

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2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   51  

Q.:  What  is  your  impression  of  the  following  networks  in  their  importance  to  your  organiza%on  ?    (23  social  network/social  sharing  op%ons)  

TOP SOCIAL NETWORKS/PLATFORMS – “FASTEST MOVERS – BULLS & BEARS” RANKED - % AGREED

#2 INSTAGRAM #3 MOBILE APPS #4 GOOGLE +

#2 GROUP ON/LIVING SOCIAL

#3 FLICKR #4 DIGG/REDDIT/STUMBLE UPON

#5 SLIDESHARE

#5 FOURSQUARE/ YELP

#1 PINTEREST

#1 MYSPACE TO BE RELEASED APRIL 2ND

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CONTENT SUCCESS FACTORS % “MOST IMPORTANT” RESPONSE

CONTENT QUALITY 69%  

Q:    What's  the  most  important  thing  in  building  effec%ve  and  efficient  digital  content?  

2013  Proprietary  and  Confiden3al  -­‐  Wikibrands  

CONTENT INTERACTION

25%  

CONTENT VARIETY 4%  

CONTENT QUANTITY 1%  CONTENT COST

1%  

TO BE RELEASED APRIL 2ND

Page 53: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

CONTACT & NEXT STEPS

Page 54: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

KEY NEXT STEPS

2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   54  

Daily Wikibrands Blog Release Starting March 15th, 2013��Press Release – Official Results Release April 2, 2013��Insider Webinars April 2 & 4, 2013 (see next page) ��White Paper Availability April 9, 2013 ��Interview Posts w/ Top Ranked Brands April 11, 2013 + weekly ��Themed Webinars April 18/May 16/June 20, 2013 ��2014 TBR Advisory Board Recruitment June, 2013      

Page 55: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

“BUZZ REPORT INSIDER” WEBINARS

April 2nd, 2013 3-4pm EST

April 4th, 2013 12-1pm EST

Page 56: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

THE BUZZ REPORT & WIKIBRANDS ON THE ROAD

2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   56  

We’re available to present results where you are: Our SPEAKING ENGAGEMENTS http://wiki-brands.com/contact/

- Sean MOFFITT

- MIKE DOVER

Page 57: The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace

STAY CONNECTED

2013  Proprietary  and  Confiden3al  -­‐  Wikibrands   57  

www.wiki-­‐brands.com    

@wikibrands    

Contact  Us