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Wikibrands – Looking Under the Hood, What Makes Winning, Engaged Brands Tick in 2011 and Beyond
October 2011ACA 360
@wikibrandsSean Moffitt @seanmoffitt
Impossible is Nothing…
Moneyball Knows…
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 buys runs.”
Thinking Differently“We are card counters at the blackjack table. And we're gonna turn the odds on the casino."
Stand Up and be Counted…
Who here participates in new/digital/social media?
Keep Standing if:You want your digital efforts to be AWESOME
You want your customers to RAVE about you
You have currently achieved AWESOMENESS and RAVING LUNACY via your digital media?
Let’s be honest, we need to change and get better…
Caveat - “A Practical Guide”?
“The first guy that breaks down the wall of how it's always been done always comes out the other side bloody” John Henry, Moneyball
So we wrote a book…Richard Florida, Best Selling Author,
“A must read for business leaders”
Don Tapscott, Digital pioneer and author, Wikinomics
“This is an important, perhaps seminal book”
Ross Mayfield, President, Socialtext“Wikibrands offers marketers a rich
understanding of how social media can drive engagement for brands that make
them true”
David Smith, Global Managing Director, Accenture“The path forward presented in Wikibrands is bright, helping change the landscape in an area ready for consumer driven, open innovation."
Why - Wikibrands?
…we hate the word “social media”
“Facebook is Ringo, Social Media is George, Word of Mouth is Paul, but Social Business is John”
Social Business105M
Word of Mouth55M
Social Media14M 11M
“Something you Buy”1850
“Something you Trust”1910
“Something you Want”1950
“Something you Prefer”1980
“Something you Love”2000
“Something you Participate In”
2011
A Premium Brand is Now a Mark of ParticipationWikibrands - A new currency on how
digitally engaged brands build business…
- Word of mouth- Grassroots marketing- Social influence- Customer participation- Digital engagement- Online community- Connected media- Member collaboration- Awesome customer experience- Distributed Content
Equalssuccess in business
How – Wikibrands?10 Continents/100 Engaged Brands
What – Wikibrands?
Published by McGraw-Hill (2011 Launch)
Twitter: @wikibrands
Website: www.Wiki-Brands.comNow a:- Business Consultancy- Training Firm- Executive Counsel
Agent Wildfire/Wikibrand’s 3rd Annual Buzz Report Survey
http://www.surveymonkey.com/s/buzzreport2011
“My business may not survive over the next 10 years if we don't act swiftly to technology/digital culture”
65% agree/strongly agree
30 Insights/30 Minutes
•10 Inconvenient Truths and Immutable Laws of the Social ‘Net
•10 Wikibrand Success Factors for Engaged Brands (FLIRT/ MILCC models)
•10 Smart Bets for the Future
Awesomeness Socialness Authenticity Customer-ness
The 10 Immutable Laws of the ‘Net
Psychology Versatility 13Es 49th
InfluencePresence
“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 - Awesomeness
People don’t talk about average or even good stuff…
Fact - The World is Not Created Equal…
Whether its business, products, services, motives, TV shows, people….
There is the “AWESOME” - 1%
There is the “GOOD” - 20%
There is the “BAD” - 20%
There is the “UGLY” - 1%
What are You Talking About That’s Awesome?
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 7 Things That People Talk About
YOUR Brand
1. Unique2. Dynamic3. Different4. Distinctive5. Innovative6. Visionary7. Daring
In a Wikibrand World - Act different, be different, think different
23The 2nd Law of the Social Net - Socialness
People engage to be social not to be your brand BFF…
To Survive (Kiva/LinkedIn)
To Connect (Facebook)
To Make Sense of the World (Wikipedia)
To Reduce Risk & Uncertainty (Amazon)
To Benefit Economically (eBay)
To Relieve Tension (YouTube)
Six Core Human Instincts on Why We Talk
– 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
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 - Authenticity
You really can’t fake, broker or shortcut this stuff…
MASS MARKETING
DIRECT MARKETING
SOCIAL INFLUENCE/WIKIBRAND MARKETING
A Genuine Culture Change is Required
ControlHypeDecisionsFeatures
CollaborationTransparencyDialoguePurpose
Top Reasons – Social 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 4th Law of The Social ‘Net – Customer-Ness
Most brands fail to deliver customer wants online…
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 Reigns- Who Knows Better Than Your Customer -
• iTunes, Craigslist, Zipcars
Freedom
• Nike, Converse, Jones Soda
Customization
• Amazon, RED, Wikileaks
Scrutiny
• Innocent Drinks, Vans, Trader Joes
Integrity
• John Fluevog, Wikipedia, Doritos
Collaboration
• Red Bull, Axe, YouTube
Entertainment
• Zara, Calvin Klein, Google
Speed
• Toyota, Apple, Netflix
Innovation
The Modern Customer’s Key Needs- Engage Me, Excite Me, Make it Easy or Pay the Price -
The CEO's #2 and #3 priorities are customer service and experience;
Advertising and promotion rank #12 and #14.
Source: Microsoft Roundtable Study
What Your CEO Really Cares About
The 5th Law of The Social ‘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 last 1 ½ days
Source: SNCR/Buzz Report
90% of executives believe their agencies need to radically transform to be more competitive in a wikibrand world.
“Let the Intern Solve It” - Syndrome
53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort.
The 6th Law of The Social ‘Net – Influence
Some of these people are not like the others…
You can’t chase everybody…
“The suggestion that a firm merely needs to participate in a conversation is a little naive.
Microsoft was mentioned 2.5 million times in the blogosphere the previous year, and we have eighty-nine thousand employees.
How can you realistically be expected to operationalize a response to all of them?”
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
The 6 Types of Influencer – Find and Embrace Your Top 1000 Fans…
We know how to find these people now
The 7th Law of The Social ‘Net – Psychology
Having the best software suite matters little…
Technology and tools are less than 20%
of the deal
“The diffusion of innovation is based more on sociology and psychology than on technology.”
Everett Rogers, 1962- The Diffusion of Innovations
What are the biggest elements to Online Word of Mouth?
Conversation Worthy Idea/Concept?
Great Product/Brand?
Customer Experience?
Audience who participates?
Culture/employees of a company?
Method of interaction?
Incentives for referral?
Strong process?
Creative/design used?
Tools used /platforms built?
Top 10 Ranked WoM 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
A Great IdeaFreshii and The Social Menu
The 8th Law of The Social ‘Net – Versatility
New digital media is just not media…
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
Top Reasons to use New Digital/Social Media?
#1 Drive referrals/leads/members
#2 Participate in a conversation/dialogue
#3 Develop grassroots perception/credibility
#4 Deliver awareness/buzz/publicity
#5 Deliver web visitors/offline traffic
Source: Wikibrands Buzz Report
The 9th Law of The Social ‘Net – 13Es
The 4Ps have had a 60 year run, let them retire gracefully…
Evangelism(promotion)
Escape
EffiliationExperience(product)
Exchange(price)
EquityEntimate
EstheticsEntegrity Exposed
(place)Education
EnnovativeEntertainment
Company-driven User-driven
Basic Drivers
AdvancedDrivers
PremiumDrivers
MissionDrivers
Forget Marketing’s 4Ps…Embrace the Wikibrand 13Es
Would you recommend my brand to a friend or
colleague?Well would you?
The 10th Law of The Social ‘Net – 49th Parallel
There is no way we should lag our international partners on this work…
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
Canada is the #1 Social Nation!
Source: comScore eMarketer/Ipsos Reid/Nielsen
But Canadian Companies Lag
But less than 20% :
- Have fully implemented new, social media
- Formally measure what they do
- Seek external advocates for their business
The Recipe for Success?
..10 Factors
#1 FOCUS– “Why are we doing this/what are we doing?”
#FOCUS– Four Big Axioms
Social/member needs > Company needs
The social customer has 4 seconds…
Focus > Technology
FOCUS– The 4 Legs of the Wikibrands Strategy Couch
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
#3 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
LANGUAGE – If you wouldn’t say it in real life to a friend, don’t say it
on the social web
CONTENT– If the Customer is King, then 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
OUTREACH – The Community Richter Scale
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
4. INCENTIVES & MOTIVATIONS“what’s in it for me?”
• 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”
Hmmm ….Watermark
Kiva – Intrinsic, Extrinsic and Explicit Rewards
5. RULES, GUIDELINES & RITUALS“what can/can’t I do here?”
• Experience Facilitation
• Legal & Ethical Concerns
• Employee Policies
• Ownership Rights
• Support, Training and Certification
• Rituals/Customs
Rules - Kodak – Good Empowering RulesAir Force – Good Prescriptive Rules
6. TOOLS & PLATFORM“how and where does it work?” A home, neutral 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
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
1
1
12
1 2
1 23
Social Dashboard
Wiki/Collaboration
123
3
23
3
2 3
2 3
3
3
An Awesome Home Game - Threadless
The Away Game - Kraft - The Tools of Word of Mom
7. COMMUNITY MANAGEMENT“who will lead the conversation?”
You can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love
Community Managers – The Social Web’s Best Party Host
1. Communication
2. Content Creation 3. Company/brand evangelism
4. 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
8. 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
9. METRICS, MEASUREMENT, INSIGHTS & ROI“what do we measure and look for?”
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
#10 Culture Change Required
– “Live the brand, listen before saying, letting go?”
The Biggest Wikibranding Sin- Social Deafness -
Source: Agent Wildfire 2010 Buzz Report
Internally,Get Employees on the Bus…
The Future of Digital
Top 10+1 Trends To Consider
1. Mobile is Top Mover. Followed by Social Networks
2. The Socialization of TV and the M-Screen
3. Augmented Reality + QR Code Madness
4. Near/Influencer Networks
5. Global Individualism and Ego
6. Sacred Cow Industries – Health, Education, Energy, Banking
7. Social Commerce and Finance
8. Smarter Outdoor
9. Partner/Purpose Driven Marketing
10. Video (and the war over Video)
11. The Anti-Facebook?
Mobile #1Highest Growth for Marketing
1.Mobile
2. Social Networks
3.Branded Entertainment/Advergaming
#2 - Social TV – N-Screen…even TV is now Social
#3 – Augmented Reality
#4 – Near Networks/Influencer Networks
#5 – Global Individualism and Customization (and the end to Privacy?)
#6 – Sacred Cow Industries
Global media industry $600 billion industryDigital Media $90 billion industrySocial Media $14 billion industry
Global education industry $ 2 trillion annually
Global health care industry $ 4 trillion annually
Global energy industry $ 6 trillion annually
Global banking industry $ 7 trillion annually
#7 Social Commerce
#8 Smarter Outdoor
#9 - Partner/Purpose Driven marketing
#10 Video and The War Over Video
90% of IP Traffic and 64% of Mobile Traffic by 2013
106
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..Canadians are big among these
Let’s Start The Conversation…
Inquire: [email protected] (at) agentwildfire.com
Phone: 415-458-2818
URL: www.wiki-brands.com
Blogs: http://BuzzCanuck.typepad.com/
Explore: The Buzz Report (e-newsletter)Signup at www.AgentWildfire.com
Learn: Executive Seminars