The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Marketplace
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Transcript of 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
Tracking the Intersection of Business, Technology and the Marketplace
2013 Proprietary and Confiden3al -‐ Wikibrands 2
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
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
I. SURVEY RESPONDENTS
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)
II. PULSECHECK
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
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
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
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
III. OBJECTIVES
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
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
IV. RESOURCES
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
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
V. TRENDS
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
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
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
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
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
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
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
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
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
VI. GOVERNANCE/MEASUREMENT
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
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
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
VII. OPINION TRACKER
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
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
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
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
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
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
VIII. KEY BELIEFS/ WIKIBRANDS STIMULUS
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
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
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
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
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
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
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
IX. MEDIA/CONTENT/PLATFORMS
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
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
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
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
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
CONTACT & NEXT STEPS
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
“BUZZ REPORT INSIDER” WEBINARS
April 2nd, 2013 3-4pm EST
April 4th, 2013 12-1pm EST
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
STAY CONNECTED
2013 Proprietary and Confiden3al -‐ Wikibrands 57
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