wikibrandsgeorgebrown
Post on 19-Sep-2014
37 views
DESCRIPTION
Wikibrands, WikisportsTRANSCRIPT
![Page 1: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/1.jpg)
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/
![Page 2: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/2.jpg)
Who Am I – Sean Moffitt
![Page 3: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/3.jpg)
Everything I learned about Buzz, Customer Engagement and Word of Mouth I learned through
pints of Guinness
![Page 4: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/4.jpg)
Authored by Sean Moffitt and Mike Dover
Published by McGraw-Hill (Dec, 2010) Link
Twitter:@wikibrands
Facebook groupWikibrands
![Page 5: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/5.jpg)
Business Needs a New Plan
![Page 6: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/6.jpg)
• 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…
![Page 7: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/7.jpg)
7
“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
![Page 8: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/8.jpg)
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
![Page 9: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/9.jpg)
So the question today is..Who is taking Wiki to heart in the sports and active world.
![Page 10: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/10.jpg)
Top 8 Sports Collaborations Danica Patrick
![Page 11: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/11.jpg)
Lance Armstrong
![Page 12: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/12.jpg)
Dana White – UFC
Dana and the Web
![Page 14: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/14.jpg)
Shaun White
![Page 15: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/15.jpg)
NBA
![Page 16: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/16.jpg)
NFL
![Page 17: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/17.jpg)
NHL
![Page 18: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/18.jpg)
Top 7 Action Brands Lululemon
![Page 19: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/19.jpg)
Nike Lounge
![Page 20: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/20.jpg)
REI
![Page 21: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/21.jpg)
Columbia
![Page 22: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/22.jpg)
Trek Bicycles
![Page 23: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/23.jpg)
Red Bull
![Page 24: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/24.jpg)
Real Ryder
![Page 25: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/25.jpg)
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
![Page 26: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/26.jpg)
26
Core Belief #2
26
Never forget…humans are hardwired social animals
![Page 27: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/27.jpg)
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
![Page 28: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/28.jpg)
28
Core Belief #3
Buzz and word of mouth is the art of the “unexpected surprise”
![Page 29: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/29.jpg)
Core Belief #4 - There is a difference between “Being social”
![Page 30: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/30.jpg)
Versus “Doing Social”
![Page 31: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/31.jpg)
31
Are You Ready To Become Buzzing,
WikibrandEvangelists?
![Page 32: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/32.jpg)
Why Now?
![Page 33: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/33.jpg)
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
![Page 34: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/34.jpg)
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
![Page 35: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/35.jpg)
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
![Page 36: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/36.jpg)
The Future?
![Page 37: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/37.jpg)
Types of New Media Future Growth
![Page 38: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/38.jpg)
Low Involvement? Doesn’t matter the size?
![Page 39: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/39.jpg)
18 Pieces of Career Advice
![Page 40: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/40.jpg)
• 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
![Page 41: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/41.jpg)
• 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
![Page 42: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/42.jpg)
![Page 43: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/43.jpg)
• 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
![Page 44: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/44.jpg)
• 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
![Page 45: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/45.jpg)
• 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
![Page 46: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/46.jpg)
Have you ever said to yourself, “I’ve always wanted to try that”…?
![Page 47: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/47.jpg)
Adventure. Fitness. Health. Outdoor. Play. Sport. Style . Local.
![Page 48: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/48.jpg)
What should we do to appeal to these people?
“Sports do not build character. They reveal it.” -Haywood Hale Broun
![Page 49: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/49.jpg)
The Kickass Offer
http://theleagueofkickassunder30.ning.com/
![Page 50: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/50.jpg)
We know this world cold
![Page 51: Wikibrandsgeorgebrown](https://reader030.vdocument.in/reader030/viewer/2022012918/541b9f397bef0a760a8b6661/html5/thumbnails/51.jpg)
We live this stuff everyday…