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Wikibrands, WikisportsTRANSCRIPT
Wikibrands, Wikisports, Wikicareers
How to engage, collaborate and innovate. No matter the field of
business, life or play!
Sean Moffitt - Chief Experience Officer, of Agent Wildfire Strategy
Find him: Twitter @seanmoffitt, @wikibrands
Web: http://wiki-brands.com/
Who Am I – Sean Moffitt
Everything I learned about Buzz, Customer Engagement and Word of Mouth I learned through
pints of Guinness
Authored by Sean Moffitt and Mike Dover
Published by McGraw-Hill (Dec, 2010) Link
Twitter:@wikibrands
Facebook groupWikibrands
Business Needs a New Plan
• Operational efficiencies are maximized• Companies have been
downsized/rightsized multiple times• Outsourcing labour is tapped• Globalization of markets has been achieved• Media clutter is reaching its upper limits• Technology has created full access to
information, entertainment and peer networks
The Customer Experience is What’s Left
What’s left…
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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
So the question today is..Who is taking Wiki to heart in the sports and active world.
Top 8 Sports Collaborations Danica Patrick
Lance Armstrong
Dana White – UFC
Dana and the Web
Shaun White
NBA
NFL
NHL
Top 7 Action Brands Lululemon
Nike Lounge
REI
Columbia
Trek Bicycles
Red Bull
Real Ryder
25
Core Belief #1
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
26
Core Belief #2
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Never forget…humans are hardwired social animals
1800People
Strength
Me in 1992 Me in 2009
150150
2000
5000
1855
8000
1700
X 12
X 12
X 500
X 120
X 170
X 72
X 170
2.8 MillionPeople
Strength
28
Core Belief #3
Buzz and word of mouth is the art of the “unexpected surprise”
Core Belief #4 - There is a difference between “Being social”
Versus “Doing Social”
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Are You Ready To Become Buzzing,
WikibrandEvangelists?
Why Now?
Top Reasons – Why Now Social Media
#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
Shifting Conversations – just four years ago, 80% of online engagement happened on the originating website, now 80% happens away from the originating website.
Now, to be noticed and talked about, you need to reach “out there” to be relevant.
Source: Hubspot , 2007-2010 study
Marketing has had a gift drop in their lap:
Marketing/brand management is the lead function in charge of customer engagement/online advocacy programs.
66% believe the "marketer" will become much more important within a corporation by leveraging new customer engagement strategies and tactics.
67% believe mass customer collaboration will radically change everything we do in marketing and sales.
Source: Agent Wildfire’s 2010 Buzz Report
The Future?
Types of New Media Future Growth
Low Involvement? Doesn’t matter the size?
18 Pieces of Career Advice
• Network like crazy- build a weak tie network, get out of comfort zone
• Get social network deep - Twitter/LinkedIn/Facebook/Flickr/YouTube/Digg
• Be on Facebook, don’t be too drunk on Facebook
•Show your passion, for something – bake it into your job/internship/spare time
Career/Interviewing Advice
• Reinvent the Resume (Resume 2.0)
• Volunteer for something good
• Be vigilant on follow up
• Attend/volunteer events – MESH, CMA, Camps, Twitterbrunch, Netchange, LOKU30, Third Tuesday
Career/Interviewing Advice
• Have a game plan, anticipate the big questions
• Do your Google homework
• Be comfortable with Google Analytics, Technorati, Alexa/Compete, Postrank/Radian, SEO, Tweetdeck/Hootsuite, Social Media release, RSS
• Don’t take a first job beneath you
Career/Interviewing Advice
• Meet one new senior person every month
• Take a design/web course – Adobe, Wordpress, HTML/PHP, video editing
• Negotiate for exposure with execs, but don’t be a pest
• Be different – bring a portfolio, a plan, wear something different, strike a bargain
• If failing, let it hang out, show your passion
Career/Interviewing Advice
• Stay Up to Speed• the New Web – Techcrunch,Mashable,360 Digital
Influence,Groundswell, Web Strategist• the New PR – Brian Solis, Inside PR• the New Collaboration – Wikinomics, Jeff Howe• Blogging – Problogger• the New Marketing – Seth Godin, Rohit Bhargava.
Murketing• Trends – Springwise, Trendwatching, PSFK• Alt-Marketing – Buzz Canuck, WOMMA, Chruch of the
Customer• Community – Forum One, Francois Gossieaux
Career/Interviewing Advice
Have you ever said to yourself, “I’ve always wanted to try that”…?
Adventure. Fitness. Health. Outdoor. Play. Sport. Style . Local.
What should we do to appeal to these people?
“Sports do not build character. They reveal it.” -Haywood Hale Broun
The Kickass Offer
http://theleagueofkickassunder30.ning.com/
We know this world cold
We live this stuff everyday…