Wikibrands The Essentials
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Welcome to Wikibrands: 10 Key Ingredients to Engaged Business
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The core arguments behind a seminal new book Wikibrands - Reinventing Your Company in a Customer-Controlled Marketplace launching Dec'10 by Sean Moffitt and Mike Dover through McGraw-Hill
Transcript of Wikibrands The Essentials
Welcome to Wikibrands:10 Key Ingredients
to Engaged Business
Published by McGraw-Hill (Dec 17, 2010)
Twitter: @wikibrands
Facebook page: Wikibrands
Website: www.Wiki-Brands.com
¼ Wake up Call ¼ Strategy Guide ¼ Executional Road Map ¼ Continuing Reference/Forum
Our Contribution
Our Particular Mission
Wikibrands - Definition: noun A progressive set of organizations, products, services, ideas and causes, tapping the powers of customer participation, social influence and collaboration to drive business value
Derived from Hawaiian word “wiki” meaning “quick: subsequently meaning “tribal knowledge and a collaborative website” and Middle English word “torch” meaning “a distinctive name identifying a product or a manufacturer”.
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“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
Wikibrands -The new currency fortoday’s marketplace:
- Customer participation- Social influence- Digital engagement- Word of mouth- Online community- Grassroots marketing- Connected media- Member collaboration
Equalssuccess in business
• Operational efficiencies are maxed
• Downsizing/rightsizing reaching limits
• Outsourcing labour is tapped• Globalization of markets is done• Media clutter is here• Technology is ubiquitous
The Customer Experience is What’s Left
It has to work …what’s left
Big Caveat - There is a big difference between “Being Social”
Versus “Doing Social”
Also a gap? Perhaps easy for these guys…
Not so easy for the 82% of us who work infirms with 20+ employees…
Why care? The biggest motivator – Engaged Brands Win…
Brand Advocacy (Marketing/Sales)- Word of mouth- Referral/recommendation- Badging- Sales/traffic- Reduction in media budgets
Brand Perception (PR/CSR)- Awareness/exposure/SEO- Affinity- Empathy/respect- Lead industry conversation
Six Benefits to Wikibranding
Brand Support (Cust. Service/Operations)- Customer service- Education/ advice- Value-add experience- Lead industry conversation
Brand Serendipity (HR/Executive)- Stories/Inspiration- Corporate social responsibility- Galvanize employees- Traditional media interest
Six Benefits to Wikibranding
Brand Content (Media/Customer Experience)- Co-innovation/solutions- User-generated Creative- User-generated content- Reviews/ratings
Brand Insight (Research and Innovation)- Idea stimulus- Beta-testing- Market research/polling- Industry/competitive intelligence
Six Benefits to Wikibranding
The FLIRT Model – A Recipe for Community Success10 Ingredients
CULTURE
CULTURE
MASS MARKETING
DIRECT MARKETING
WIKIBRAND-ING
#1 Massive Culture Change Required
#2 FOCUS– “Why are we doing this/what are we doing?”
#3 LANGUAGE, CONTENT & OUTREACH“do I like this/is there enough of this/can I identify with this/do they know me?”
4. INCENTIVES & MOTIVATIONS“what’s in it for me?”
5. RULES, GUIDELINES & RITUALS“what can/can’t I do here/what is custom?”
6. TOOLS & PLATFORM“how do I receive the experience and where does it all work?”
7. COMMUNITY MANAGEMENT“who will lead the conversation?”
8. LIFE STAGE OF THE COMMUNITY“when do we need to adapt?”
9. METRICS, MEASUREMENT, INSIGHTS & ROI“what do we measure and look for?”
10. CULTURE & ORGANIZATIONAL CHANGE“how will we be changed?”
It takes a community to build a brand…it takes ignorance to kill one…
The FLIRT Model – A Recipe for Wikibrand Success
CULTURE
CULTURE
Join me at:
@wikibrands@seanmoffitt
Wiki-Brands.comAgentWildfire.com
[email protected]@wiki-brands.com
