sean moffitt - wikibrands, wikicharities: reinventing your cause in a donor and fan-driven...

Wikibrands, WikiCharities – Reinventing Your

Cause in a Donor and Fan-Driven Marketplace

June 2011 My Charity Connects

www.wiki-brands.com @wikibrands

Sean Moffitt @seanmoffitt #mcc11

Who is Sean Moffitt…. Just A Blonde Guy With a Cause

Day Job – President, Agent Wildfire Night Job – Author, Wikibrands

Putting my best non-profit face forward – Movember-Style

Published by McGraw-Hill (2011 Launch) Twitter: @wikibrands Website: www.Wiki-Brands.com

Our Humble Contribution – Wikibrands

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”

Our Particular Mission

Wikibrands – (noun/verb) The new currency for today’s marketplace:

- Customer participation - Social influence - Digital engagement - Word of mouth - Online community - Grassroots marketing - Connected media - Member collaboration - Awesome content - Great user experience

How do the top 100 organizations put their “social/customer pants” on in the morning?

“Something you Buy” 1850

“Something you Trust” 1910

“Something you Want” 1950

“Something you Prefer” 1980

“Something you Love” 2000

“Something you Participate In”

2010

A Premium Brand is Now a Mark of Participation Wikibrands - A Rallying Cry - Participation is

the New Business/Cause Currency

Experiences are Being Socialized …even TV is now Social

Wikibrands – Surfing the Digital/Social Paradox….

…but…

• iTunes, Craigslist, Zipcars, Android

Freedom

• Nike ID, Facebook, Sodastream

Customization

• Amazon, RED, Kiva, Wikileaks

Scrutiny

• Zappos, Vans, Trader Joes

Integrity

• John Fluevog, Wikipedia, Doritos

Collaboration

• Red Bull, Axe, Zynga, YouTube

Entertainment

• Zara, Google, Dell

Speed

• Apple, Toyota, UFC, Netflix

Innovation

...A Demanding and Activist Customer Culture has Taken Over

Wikibrands … A Manifesto for the Future of Business - Born in Canada

"Skate to where the

puck is going,

not to where it is."

12

Are You Ready

To Become Buzzing,

Wikibrand

Evangelists?

The 1% - Who are the three most passionate people in this room?

- Takes courage to start a wave

- Safety and success in numbers

-Pose a challenge, watch people rally

- We do things for irrational reasons, often in groups

The Tug of The Crowd – Learnings

The Challenge Today

We will try: - Why is it So Tough?

- 6 Reasons Why Now

- 6 Key Wikibrand Benefits

- 10 Key Things to Do It Right

- 6 Key Takeaways

- Q&A

- Continue the Conversation

Why Is Wikibranding So Damn Tough?

Why Is it So Damn Tough? The Pentathlon of Engagement

Business Savvy

Strategy/ Innovation/ Governance

Customer Savvy

Experience/ Community/

Social

Digital Savvy

Web/Tech/ Mobile/SEO

Change Savvy HR/

Organizational

Communications Savvy

PR/Brand/Content Marketing

– Wikibranding - The Big Hurdles – Getting Out of The Way

#1 - Company culture #2 - Lack of executive/managerial support #3 - Too controlling #4 - Lack of authenticity/genuine engagement #5 - Lack of community leadership #6 - Ineffective measurement #7 - Lack of relevant skills of people involved #8 - No clear purpose #9 - Lack of ongoing strategy/plan #10 - Lack of investment

Source: Agent Wildfire 2010 Community Management Survey

So how do you mobilize a world around your cause…

Do Fundraisers/Foundations Have it Easier or Tougher than For Profit Cousins?

There Ain’t No Big Charity At Not Least Playing

Source: The University of Massachusetts Dartmouth

Social Good is Actually Leading The Way

Source: The University of Massachusetts Dartmouth

Pros of Causes, Charities and Fundraising (Straw Sample Poll)

- Embedded Cause that People Passionately Believe In

- People commitment at local and affiliate levels

- Willingness to try things

- Campaign mentality drives attention

Cons of Causes, Charities and Fundraising (Straw Sample Poll)

- Lack of Money, Resources and Employees

- Deeply competitive and fragmented

- Appetite for risk and being personally noticed

- Digital culture, talent and community-building not a core part of DNA

Storytelling?

There are Exceptions! Only 5 Conventional Causes in Top 320 Followed Twitter accounts

#203 #248 #302 #352 #189

We’re just not very good at this world…yet

World Economic Forum Charity Water UN Refugee Agency Join RED Livestrong CEO

Why Wikibrand Now? What’s changed…

The Awesome Reason – Media/Tech Shifts Tech is Oxygen

Mobile - 5 billion people have access to Mobile

Gaming -3 billion gamers in the world Dependency - 36% of us would rather give up sex than the internet

• 1.5 Billion Social Networkers Globally – Facebook - 700 million, 1,000+ fans per page

– Wikipedia – 265 million readers. 17 million articles

– Twitter – 200+ million (wants to be 1 billion by end of 2013)

– LinkedIn – 101 million, $9 billion IPO, 189 index on post-grad

– YouTube - 144 million unique monthly visitors watch/292 minutes per month

– Flickr – 45 million members/5.0 billion photos

– Foursquare – 8 million mobile members/500 million checkins

– Amazon – 650 million users annually, $24 billion sales

– GroupOn – 50 million users annually, $2 billion sales

• Spending 82% more time on social networks than they did last year

• The 385x Grapevine - Facebook - 130 Friends/Twitter 190 Followers/LinkedIn 65 Colleagues

The Awesome Reason – Media/Tech Shifts The World is Connected and Engaged

The Good Reason- The Age of Real Organizations are “Starting to Get It”

#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, April 2010

• 50% “educational systems, talent constraints”

• 42% “poor public governance”

• 38% “climate change”

• 36% “making globalization’s benefits accessible to the poor”

• 35% “security of energy supply”

• 12% “access to clean water, sanitation”

• 8% “HIV/AIDS and other public health issues”

Causes/Charities?Social Innovation concerns the Executive Suite

“Which of the following global environmental, social and political issues are the most critical to address for the future success of your business?” CEO response:

Source: McKinsey, 2010

Source: Commotion Study/Buzz Report

The Bad Reason – Facebook Fever #1 -Competition is There

#2 – Agency/Guru/Ninja/Conference made a good pitch #3 – Beta Test Hell

78% don't have an employee

policy

More than ½ of top firms don’t

have a strategy

Source: SNCR/Buzz Report

83% of executives believe their

agencies need to radically transform to be more competitive in a wikibrand world.

The Ugly Reason– This is Cheap and Cool Ah, Let the Intern/Mad Men Solve It

53% of businesses engaged in

social/digital spaces do not have full-time staff to support the effort.

Why Not Now?

The Good Excuses? Bravo…

The Awesome What unique value can I add? We really do suck? E.g. employees hate working here The Good We have no time? Talent? My CEO/executive/owner doesn’t get it?

The Bad Excuses? C’mon really…

The Bad I like my privacy? I hate losing control? I can’t measure it? The Ugly My stakeholder is not on the social web? Doesn’t care enough? I can’t monetize it?

Engaged brands drive

value +18%

Non-engaged brands decrease in value -6%

Source: Interbrand 2010 Best Global Brands report

Key Rebuttal - Economic Reason - Engagement Sells

If Lubricants, Scissors and Insurance Can Do It, So Can You

Why Should Causes Wikibrand? 6 Benefits

Brand Advocacy (Marketing/Fundraising)

- Word of mouth/Referral/recommendation - Badging - Fundraising (#3)* - Sales/traffic - Reduction in media budgets

Brand Perception (PR) - Awareness/exposure (#1)* - Affinity - Empathy/respect - Lead industry conversation - SEO benefits

Six Big Wikibrand Benefits

Brand Support (Customer service) - Recruiting volunteers (#2)* - Customer service - Education/ advice - Value-add experience

Brand Serendipity (HR/Corporate) - Stories/Inspiration - Corporate social responsibility - Galvanize employees - Hiring employees (#4)* - Traditional media interest

Six Big Wikibrand Benefits

Brand Content (Media/Customer Experience)

- Co-innovation/solutions - User-generated Creative - User-generated content - Reviews/ratings - Personal Stories

Brand Insight (Research and Innovation) - Idea stimulus - Beta-testing - Market research/polling - Industry/competitive intelligence - Mobilize in crisis

Six Big Wikibrand Benefits

The Recipe for Success?

..10 Factors

#1 Culture Change Required

– “Live the brand, listen before saying, letting go?”

Something just needs to click in…

There is a big difference between “Being Social”

Versus “Doing Social”

Raising a Brand/Cause, The Difference Between

Raising a 4 Year Old Parenting an 18 Year Old

The Biggest Wikibrand Sins - Listening is Paramount

MASS MARKETING

DIRECT MARKETING

WIKIBRAND SOCIAL INFLUENCE

A Culture Change is Required

Control Hype Decisions Features

Collaboration Authenticity Dialogue Purpose

Turning Users, Customers and Consumers

Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters

Into Community Members, Advocates, Ambassadors

and Evangelists

Thinktank/ Sounding

Board

Scout/ Mystery Shopper

Advisory Council/ Cause

Torchbearer

Seeded Adopter/

Beta Tester

Customer

User

Consumer

Collaborator/ Producer

Evangelist/ Ambassador/

Advocate

Community Member/ VIP Insider

Brand Fan

Externally - Treat Customers like VIP Fans Two Steps

Internally, Get Employees on the Bus…

High Employee Engagement =

Profitability up 16% Productivity up 18% Customer loyalty up 12% Quality up 60%

Vancity – Live Your Values -

Naked Pizza – Evangelizing the Cause

Twestival – Strict on Brand, Loose on Local -

#2 FOCUS – “Why are we doing this/what are we doing?”

FOCUS– The 4 Legs of the Wikibrands Strategy Couch

#2 - FOCUS– Four Big Axioms

Social/member needs > Company needs The social customer has 4 seconds… Focus > Technology Avoid Social media Fever - Link to a core company objective

– Wikibrand Community Success Factors – Top Ingredients

#1 - The customer/member experience provided Cul/Strat/Exec #2 - A conversation worthy idea/concept Strategy #3 - Clear objective/mission/value statement Culture #4 - Expert moderation/dialogue management Execution #5 - Great service/responsiveness Execution #6 - A great product/brand Strategy #7 - The quality of the people/members who participate Exec.

Source: Agent Wildfire 2010 Community Management Survey

• Not built around a celebrity

• Not founded by a mega wealthy individual

• Not a cause marketing campaign by business

• Movember is created by building and

energizing a community around a cause.

Movember – A New Generation of Philanthropy

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

Cisco’s One Million Acts of Green – Foucs Buried in Their Challenge

10,000 Women – Focus Buried in their Mission

World Book Night - Focus Buried in Their Date

#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

Alex’s Lemonade Stand – Making it Personal

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

The Art of Storytelling – 9 Methods

#1 - Aspirations and Beliefs

#2 - Avalanche about to Roll

The Art of Storytelling – 9 Methods

#3 - David vs. Goliath

The Art of Storytelling – 9 Methods

#4 - Anxieties

The Art of Storytelling – 9 Methods

#5 – Personalities/Personality Appeal

The Art of Storytelling – 9 Methods

#6 - Changing Assumptions

The Art of Storytelling – 9 Methods

#7 - How-to Stories and Advice

The Art of Storytelling – 9 Methods

#8 - Seasonal/Event-related

#9 – Glitz and Glam

The Art of Storytelling – 9 Methods

OUTREACH – Some of these people are not like the others, Forget 100,000 Followers, Start at Finding 1000 Real Fans

The Influencers – They Know More, They Connect, They Adopt Earlier - Find Them

LOCAL

BY INTEREST

RAW SCORE

PROFESSIONAL

THE BEST BLOGGERS

1. Employees (and affiliates and stakeholders)

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?”

82

Never Forget – Humans are Hard Wired Social Animals

– Online Community Motivation – Why Do People 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

• Fun & enjoyment (#1) • 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

“How do I identify with, help the community”

• Recognition by company (#1) • 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

“How do I appear to others?”

• Invitation to Events (#1) • 3rd party incentives • Customized/personalized

treatment • Non-monetary rewards • Discounts • Points accumulation • Customer service • Information/advice • Cash rewards

27 Community Incentives - Explicit

“What is my direct, tangible reward?”

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 Rules Air Force – Good Prescriptive Rules

6. TOOLS & PLATFORM “the home and away game – where do we play?”

Have a Home, Neutral and Away Game

Home: Website

Blog Community

Forums

Away: Social Networks

Sharing Sites Other Blogs Influencers

Neutral: Brand Pages

Personal Profiles RSS Feed

Facebook Connect

Our Social House has many rooms…and keeps expanding

Some rooms you…

Play Entertain

Escape Converse

Learn Create

The Core 10 for a Cause

Tool Metaphorical Room Organizational Benefits

1. Facebook - “The Living Room” - Ubiquity, Socialness, Integration 2. Email Provider – “The Mailbox” - Outbound, Connection, Fans 3. Twitter - “The Front Porch” - Trends, Viralness, Launches 4. Blog - “The Garden” - News, Comments, Feeds, SEO 5. Community Site – “The Pool” - Fans, Deep Engagement 6. YouTube - “TV Room” - Entertainment, Previews, Video 7. LinkedIn - “The Office” - BtoB, Deals, Professional Community 8. Flickr - “The Gallery” - Photos, Artists, Celebrity 9. Wiki - “Workshop” - Collaboration, Fan community 10. Slideshare – “The Library” - Thought leadership, Trends, Ideas

•Face to face

•Video chat •Phone call •Chat service (AIM, Skype) •E-mail •Facebook message •Facebook wall post •Tweet

Lowest engagement Greatest reach

Highest engagement Lowest reach

Are you listening to me?

Degrees of Engagement

The Home Game – “The Lure” Owned Community Platforms

Website + Owned Community + Affiliated Community

- Type of Software/Language

- Cost, Resources & Time

- Customization

- Scalability, Integrated & Usability

- Security & Ownership

7. COMMUNITY MANAGEMENT “who will lead the conversation?”

How to Avoid This…

Community/Brand Evangelists - Tasks

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 content Highlight contribution

Incentives pitched Networked

Seeded audience

Milestone achievement User generated content Incentives materialized

Mass supported Expected cycle of activity

Expansion Broadened focus

Company culture change Self-governance

Tiered membership

Life Stage Management – The AGBU

Experiment Quarterly (Threadless)

Reinvent every 2 years (Dell)

Not monitoring/moderating daily

Not reviewing weekly

9. METRICS, MEASUREMENT, INSIGHTS & ROI “what do we measure and look for?”

Social 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 & ORGANIZATIONAL CHANGE “how will we be changed? Channeling Tom Sawyer”

Lego – Success by a Thousand Paper Cuts

Mozilla Firefox A Wikibrand Role Model

Intuit – B2B Community Builder – A Safe Haven for Answers

111

eBay Green Team – Challenging Yourself

Organizational Change – The AGBU

Have Social Become Part of Your DNA (Best Buy)

Host Ideajams (IBM)

Don’t celebrate milestones/keep social out in the cold

Don’t build organizational capability/outsource all expertise

What’s Next?

In the Year 3000…

“YouTube, Twitter and Facebook will merge and become an uber social

network “YouTwitFace”

Types of New Media Future Growth

5 Deep Thoughts to take Back to the Office

#1 - Get Some Executive Sponsorship, Rules, Listening tools, 3-6 months and Participate

- The First 5 Days (64 hours)

- Each Day (30 minutes/day)

- Every month (10 hours/mth)

#2 – Leverage Your Own Crowd Host Employee/Customer/Stakeholder Ideajams

#3 – Find Your Real Hardcore Fans Invite them into The Front Row or On Stage

#4 - Go Ahead, it’s OK to FLIRT

1. Focus

2. Language and Content

3. Incentives, Motivations and Outreach

4. Rules, Guidelines and Rituals

5. Tool and Platforms

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

#5 - In a world of no time, attention and trust…don’t play it safe or follow others

Twitter: @wikibrands Facebook page and 6 other social extensions Join our twice monthly #wikichat Ongoing Wikibrand Engagements/ Bootcamps/Keynotes Take our Buzz Report survey Become an ambassador Contact me: smoffitt@agentwildfire.com

Let’s continue the conversation…

Your Voice – Not for Profits

Twitter: @wikibrands http://www.surveymonkey.com/s/wikigood

The Wikibrands/WikiGood Survey - 23 survey questions you always wanted to know on Engaged NFPs - Access to research ahead of time and chance to win Wikibrand books and a workshop -Twitter Chat June 21 - #wikichat 3-4:30pm EST

Q&A