wikibrands - internet hungary
Post on 18-Sep-2014
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Sean Moffitt presentation at Internet Hungary - Hungary's largest internet-focused conference. Udvoozoljuk Kanadabol.TRANSCRIPT
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Wikibrands - Reinventing Your Company in a Customer-Driven Marketplace -
October, 2011Internet Hungary
@wikibrandsSean Moffitt @seanmoffitt
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What’s with these marketing/tech authors?
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Who is Sean Moffitt….Just A Blonde Guy With a Cause
Bad Chefs
Bad British Cuisine
Bad Spies
Bad Bay Area Hoods
Bad US SoccerPerception
Bad Secrets
Bad Marketing and Digital Practice
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From The Seed of Wikinomics…
2006
• Peering
• Being Open
• Acting Globally
• Sharing
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Wikibrands…Customer Leadership for the Digital Age
2011
• Customer Experience
• Online Community
• Social Technologies
• Brand Collaboration___________________
“Digital Participation Wins”
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What?A study of top 100 engaged brands and business
How?A 10 step roadmap for business success in digital spaces
Wikibrands – A Practical Guide for Reinventing Business -
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“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 - There’s a new currency on how to
build business…
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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?
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The Challenge Today – <30 Minutes
- 3 Big Paradoxes
- 6 Benefits to Wikibranding
- The 10 Things to Get Right- FLIRT Model – Building It- MILC Model – Maintaining It- Culture – Supporting It
- Q & A
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3 Big Uncomfortable Paradoxes
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Paradox #1 - Forget social media…
…we need social business
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An Exciting Array of New Connected Media
Play Entertain
EscapeConverse
Learn Create
Buy
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MASS MARKETING
DIRECT MARKETING
SOCIAL INFLUENCE/WIKIBRAND MARKETING
A Genuine Culture Change is Required
ControlHypeDecisionsFeatures
CollaborationTransparencyDialoguePurpose
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The real Wikibrands challenge…
How do we reinvent some of these industries?
Global education industry $ 2 trillion annually
Global IT and Communications $ 3 trillion annually
Global health care industry $ 4 trillion annually
Global energy industry $ 6 trillion annually
Global banking industry $ 7 trillion annually
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“Facebook is Ringo, Social Media is George, Word of Mouth is Paul, but Social Business is John”
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Paradox #2 – Business talks a good game…
…but only in the long term
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• “Wikibrand marketing influence (social, mobile, word of mouth) will overtake traditional media influence within the next decade”
•69% strongly agree/agree
• “A company's customer advocacy leader needs to be a frequent and very active participant in the social networking space”
•91% strongly agree/agree
Not a Crisis of Faith – Of course this will happen but…
Source: Buzz Report
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Source: Commotion Study/Buzz Report
A Crisis of Action …Not on my shift
78% don't have an employee policy for use of new/social media
53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort.
½ of top firms don’t have a strategy to tap the benefits of new/social media
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An Encouraging Silver Lining – Wikibranding
Why Now Business Executives?
#1 The Need for Authenticity and Transparency
#2 The rise of social networks#3 Increasing role of wireless/mobile#4 Customers/people waning attention spans#5 Media fragmentation
Agent Wildfire -The Buzz Report 2011
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Paradox #3 – Brands have never had less control…
…yet never been more important
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A Demanding and Activist Customer Culture has Taken Over
• iTunes, Craigslist, ZipcarsFreedom
• Nike, Converse, Jones Soda Customization
• Amazon, RED, WikileaksScrutiny
• Innocent Drinks, Vans, Trader JoesIntegrity
• John Fluevog, Wikipedia, DoritosCollaboration
• Red Bull, Axe, YouTubeEntertainment
• Zara, Calvin Klein, GoogleSpeed
• Toyota, Apple, NetflixInnovation
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But Brands Matter …yes, more than ever in 2011
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Evangelism
Escape
EffiliationExperience
Exchange
Equity Entimate
EstheticsEntegrity Exposed 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?
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Do Brands Belong in Social? You betcha…
- 85% of people want companies engaging with their customers in social media
- Twitterers are three times more likely to embrace brands than average population
Visual : The Atlantic
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Brand Advocacy (Marketing)- Word of mouth- Referral/recommendation- Badging- Sales/traffic- Reduction in media budgets
Brand Perception (PR)- Awareness/exposure/SEO- Affinity- Empathy/respect- Lead industry conversation
Six Big Wikibrand Benefits
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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 Big Wikibrand Benefits
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Brand Support (Customer service)- Customer service- Education/ advice- Value-add experience- Lead industry conversation
Brand Serendipity (HR/Corporate)- Stories/Inspiration- Corporate social responsibility- Galvanize employees- Traditional media interest
Six Big Wikibrand Benefits
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The Recipe for Success?
..10 Factors
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#1 FOCUS– “Why are we doing this/what are we doing?”
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#FOCUS– Four Big Axioms
Social/member needs > Company needs
The social customer has 4 seconds…
Focus > Technology
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Top 10 Ranked Word of Mouth 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/platforms built*
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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
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#2 LANGUAGE, CONTENT & OUTREACH“do I like this/is there enough of this/can I identify with this/do they know me?”
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“It doesn’t matter what you say, if I don’t like the way you’re saying it”
James Cherkoff, Collaborate Marketing
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“Social Media can make you suck in more places, faster, and louder than before” Anonymous Bank CMO
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LANGUAGE – If you wouldn’t say it in real life to a friend,
don’t say it on the social web
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CONTENT FREQUENCY-It may be cheap, but this is not a part time job
The average tweet lasts 12 minutes
The average Facebook post lasts 80 minutes
The average blog post last 1 ½ days
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CONTENT FREQUENCY – If the Customer is King, then Content is Queen
Blog – Min. 3 posts per week- well-tagged
Tweets – Min. 4 tweets per day- 50/50 conversation/distribution
Video – Min. 1 video per month- Embed in other channels
Email – Min. 1-4 newsletter per month
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CONTENT IMPACT – Act Different, Think Different, Be Different
“You have to check this out”Drivers
1. Unique2. Dynamic3. Different4. Distinctive5. Innovative6. Visionary7. Daring8. Progressive
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OUTREACH – The Community Richter Scale
Do you know who your top 1,000 fans are?
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Outreach Award- lululemon – Ambassadors who buy in
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4. INCENTIVES & MOTIVATIONS“what’s in it for me?”
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• 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”
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• 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”
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• 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”
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Kiva – Intrinsic, Extrinsic and Explicit Rewards
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5. RULES, GUIDELINES & RITUALS“what can/can’t I do here?”
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• Experience Facilitation
• Legal & Ethical Concerns
• Employee Policies
• Ownership Rights
• Support, Training and Certification
• Rituals/Customs
Rules - Kodak – Good Empowering RulesAir Force – Good Prescriptive Rules
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6. TOOLS & PLATFORM“how and where does it work?” A home, neutral and away game…
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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
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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
VideoSharing
ProfessionalNetworks
SocialNetworks
MicroBlogs
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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
11
12
1 2
1 23
Social Dashboard
Wiki/Collaboration
123
3
23
3
2 3
2 3
3
3
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An Awesome Home Game - Threadless
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The Away Game - Kraft - The Tools of Word of Mom
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7. COMMUNITY MANAGEMENT“who will lead the conversation?”
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You can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love
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Community Managers – The Social Web’s Best Party Host
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1. Communication 2. Content Creation 3. Company/brand evangelism4. 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
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8. LIFE STAGE OF THE COMMUNITY“when do we need to adapt?”
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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
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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
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9. METRICS, MEASUREMENT, INSIGHTS & ROI“what do we measure and look for?”
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Digital Media Measurement - No Silver Bullet Formula
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- Measure The Applause, Not the Attendance
-Try many small testable experiments
-Have goals, track over time
Different Brand Yardsticks
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#10 Culture Change Required
– “Live the brand, listen before saying, letting go?”
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Raising a Brand, The Difference Between
Raising a 4 Year Old Parenting an 18 Year Old
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The Biggest Wikibranding Sin- Social Deafness -
Source: Agent Wildfire 2010 Buzz Report
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Internally,Get Employees on the Bus…
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Some takeaway messages
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Brands, It’s Ok to FLIRT
1. Focus
2. Language, Content and Outreach
3. Incentives, and Motivations
4. Rules, Guidelines and Rituals
5. Tool and Platforms
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Getting Engaged is Not a Fling It’s a Commitment
Top 5 WikibrandsSupport Elements:
1. Culture
2. Community Life Stage Development
3. Internalizing Wikibrands
4. Community Management
5. Measurement/Metrics
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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
In a world of no time, attention and trust…don’t play it safe or follow others
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81
Never Forget – Humans are Hard Wired Social Animals
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If Lubricants, Scissors and Insurance Can Do It, So Can You