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

Steve Nash

Steve Nash Asking Fans to Vote

Shaun White

NBA

NFL

NHL

Top 7 Action Brands Lululemon

Nike Lounge

REI

Columbia

Trek Bicycles

Red Bull

Real Ryder

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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

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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

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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…