Wikibrands presentation given November 13th, 2011 in Bangalore India by Sean Moffitt.

1. Wikibrands - Reinventing Your Company in a
Customer-Driven Marketplace -
Sean Moffitt @seanmoffitt November, 2011 @wikibrands
Social India Conference #SocialIndia

2. The Amazing Race - Bangalore
2 National Holiday Hurdles
5 Travel Sites
5 Trips to Consul General
11 Time Zones
15 degree Celsius difference
17 Hours Flying
48 Hour delay

3. The Exciting Part…
The Feel Goods The Eat Goods
The “Be Part of
The Learn Goods
Something Big” Goods

4. Yeh, Canada – World’s #1 Brand and…

5. Canada – We Love This Online/Social Stuff
Ranked #1 Globally
Online penetration –79% of Canadians online
Online usage –average 43.5 hours online/mth
Online video – 251 videos/17.2 hours/mth.
LinkedIn usage - 15% of online Canadians use
Social gaming – spend 4.5 hours each week
Online Banking - 65% of Internet users do
Ranked in Top 10
Social Media Use – 70% use; ½ everyday
Facebook usage –#4 worldwide/82% of online Can.
Twitter usage –#6 worldwide/18% of online Can.
Smartphone usage – 33% of mobile users
“What’s the reason behind the
high numbers?”

6. Who is Sean Moffitt….
Just A Blonde Guy With a Cause
Bad Chefs Bad Spies Bad US Soccer
Perception
Bad Marketing and
Digital Practice
Bad Bad Bay Area Bad
British Cuisine Hoods Secrets

7. It’s Movember Time
Confesssions of a Blonde Guy
“Changing the Face of Men’s
Health”
“If it’s awesome they will use it,
if it’s awesome they will talk
about it”
Started as 30 Aussies in 2003
now headed into 500k
participants/$100 million
charity

8. Wikibrands…
Customer Leadership for the Digital Age
___________________
2006 “Digital Participation Wins” 2011

9. Wikibrands
– A Practical Guide for Reinventing Business -
What?
A study of top 100
engaged brands and
business
How?
A 10 step roadmap for
business success in
digital spaces

10. A Premium Brand is Now a Mark of Participation
Wikibrands - There’s a new currency on how to
build business…
“Something you Buy” “Something you Trust” “Something you Want”
1850 1910 1950
“Something you
“Something you Prefer” “Something you Love” Participate In”
1980 2000 2010

11. 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?

12. The Challenge Today
- 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

13. 3 Big Uncomfortable Paradoxes

14. Paradox #1 - Forget social media…
…we need social business

15. Sure we’re spending more and more time
there…
 Spending double the time we spend on social networks vs. 2007

16. Big Caveat:
Technology and tools
are less than 20%
of the deal
“The diffusion of innovation is based more on
sociology and psychology than on technology.”
Everett Rogers, 1962- The Diffusion of Innovations

17. A Genuine Culture Change is Required
MASS DIRECT SOCIAL INFLUENCE/
MARKETING MARKETING WIKIBRAND MARKETING
Control Collaboration
Hype Transparency
Decisions Dialogue
Features Purpose

18. The real Wikibrands challenge…
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
How do we reinvent some of these
industries?

19. Paradox #2 – Business talks a good game…
…but isn’t that good at it

20. Not a Crisis of Faith –
Of course this will happen but…
• “Wikibrand marketing influence (social,
mobile, word of mouth) will overtake
traditional media influence within the next
decade”
•69% strongly agree/agree
Source: Buzz Report 2011
Source: Buzz Report

21. 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

22. A Crisis of Action …Not on my shift
½ of top firms don’t have a strategy
to tap the benefits of new/social
media
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.
Source: Commotion Study/Buzz Report

23. And a Crisis of Knowledge
Only 14% of companies are
proactive in creating external
advocates and leveraging them.
90% of executives believe their
agencies need to radically transform
be more competitive in a wikibrand
world.
Source: SNCR/Buzz Report

24. Paradox #3 – Brands have never had less
control…
…yet never been more important

25. Sure, A Demanding and Activist Customer
Culture has Taken Over
Freedom
• iTunes, Craigslist, Zipcars
Customization
• Nike, Converse, Jones Soda
Scrutiny
• Amazon, RED, Wikileaks
Integrity
• Innocent Drinks, Vans, Trader Joes
Collaboration
• John Fluevog, Wikipedia, Doritos
Entertainment
• Red Bull, Axe, YouTube
Speed
• Zara, Calvin Klein, Google
Innovation
• Toyota, Apple, Netflix

26. But Brands Matter
…yes, more than ever in 2011

27. Forget Marketing’s 4Ps…
Embrace the Wikibrand 13Es
Mission
Would you recommend my brand
Drivers to a friend or colleague?
Evangelism
Advanced
Drivers
Escape
Experience Effiliation
Premium
Drivers
Ennovative Equity
Entertainment Entimate
Basic
Drivers
Entegrity Exposed Education
Esthetics Exchange
Company-driven User-driven

28. 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

29. Six Big Wikibrand Benefits
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

30. Six Big Wikibrand Benefits
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

31. Six Big Wikibrand Benefits
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

32. Let’s go beyond the simple…
“The suggestion that a firm merely needs
to participate in a conversation is a little
naive.
Microsoft was mentioned 2.5 million times
in the blogosphere the previous year, and
we have eighty-nine thousand employees.
How can you realistically be expected to
operationalize a response to all of them?”

33. The Recipe for
Success?
..10 Factors

34. FACTOR #1 FOCUS
– “Why are we doing this/what are we doing?”
3rd & 4th Top Reasons Why Organizations Fail In Digital

35. BALANCE FOUR FACTORS
Business/ Organization
Sponsorship Objectives Incentives
Vision Resources
Revenue
Talent
Marketplace
No Relevance Culture
Partners
Values Process
No Execution No Direction
Positioning Needs/Wants
Benefits No Capability Experience
Product/Service
Advocacy
Support Media
Community
Attention
Brand Customer

36. Top 10 Ranked Online Word of Mouth Elements
Great 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

37. Cisco’s One Million Acts of Green -
An Idea Buried in Their Challenge
33,000
members
1.8 million
acts of green
17 minutes
average
length of site
engagement
200 articles
written

38. #2 LANGUAGE, CONTENT &
OUTREACH
“do I like this/is there enough of this/can I identify with this/do they
know me?”

39. “It doesn’t matter what you say, if I
don’t like the way you’re saying it”
James Cherkoff, Collaborate Marketing

40. “Social Media can make you suck in more
places, faster, and louder than before”
Anonymous Bank CMO

41. What percentage of the world’s top Twitter and
Facebook are people?
81% 51%

42. LANGUAGE –
If you wouldn’t say it in real life to a friend,
don’t say it on the social web

43. 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

44. CONTENT FREQUENCY –
If the Customer is King, then Content is Queen
Activity per Great Good Minimum
Month
Blog Posts 30+ 12 5
Tweets 400 200 100
Video 12 4 1
Email 8 4 1

45. Content Awesomeness – the Mom Test
Only 1.5% of
Tweet
conversations… Are three levels
(replies) deep

46. Content Design and “The 4 second Test”

47. The Art of Storytelling – 9 Methods
- Aspirations and
Beliefs*
- David vs. Goliath
- Avalanche about to
Roll
- Changing Assumptions
- Anxieties

48. The Art of Storytelling – 9 Methods
- Personalities and
Personal Appeal
- How-to Stories and
Advice*
- Glitz and Glam
- Seasonal/event-
related

49. Facebook Timeline –
Depth of Content Engagement
Growth Engagement
“Likes” “Discovery”
Updates Stories
Targeted Relevant
Exposure Experience

50. OUTREACH – The Community Richter Scale
Do you know who your top 1,000 fans are?

51. Outreach Award-
lululemon – Ambassadors who buy in

52. - Wikibrand Recruitment Tools -
Where to Find Your Best Fans
1. Employees
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
Source: Agent Wildfire 2010 Community Management Survey

53. Best Buy’s Twelpforce
-Marketing by Team -
Key Wins:
- Set up in 2 Months
- 2,600 employees
- Management/company walking
the walk
- 30,000 enquiries annually solved
- New internal networks
- Higher sat ratings/purchase
intent/ per purchase

54. 4. INCENTIVES & MOTIVATIONS
“what’s in it for me?”

55. Top Community Incentives - Intrinsic
“The Feel Goods”
• Fun & enjoyment
• Creativity
• Group effort/achievement
• Learning
• Better life/supporting cause

56. Big Rock – Fun & Creativity
http://www.youtube.com/watch?v=0QIPsQjLvl0

57. Kiva – Intrinsic Cause Reward

58. Top Community Incentives - Extrinsic
“The Look Goods”
• Recognition by company
• Access to exclusive resources
• Ability to join VIP circle
• Access to exclusive channels
• Chance for wider Fame

59. People Do Things for 15 Minutes of Fame

60. 27 Community Incentives - Explicit
“The Get Somethings”
• Invitation to Events
• 3rd party incentives
• Customized/personalized
treatment
• Non-monetary rewards
• Discounts

61. “Give Me The Free Thing”

62. Kraft Hockeyville
Rallying Communities/Extrinsic Rewards
12,000 community stories, 5.6 million votes, 11 million views, 4th most recognized
national program, high Kraft CSR perception, doubled sales lift

64. 5. RULES, GUIDELINES & RITUALS
“what can/can’t I do here?”

65. Rules - Kodak – Good Empowering Rules
Air Force – Good Prescriptive Rules
• Experience
Facilitation
• Legal & Ethical
Concerns
• Employee Policies
• Ownership Rights
• Support, Training
and Certification
• Rituals/Customs

66. 6. TOOLS & PLATFORM
“how and where does it work?”

67. Do you Agree?
“The corporate website is no
longer relevant;
social networks can adequately
house and deliver digital business
objectives required”

68. Have a Home, Neutral and Away
Game
Home: Neutral: Away:
Website Brand Pages Social Networks
Blog Personal Profiles Sharing Sites
Community RSS Feed Other Blogs
Forums Facebook Connect Influencers

69. The Essential 7 “Home Game” Tools (beyond website)
OVERVIEW:
WOM
WILDFIRE Online Wiki/ Monitoring Social
Apps Blogs Email
Community Collaboration Tools Dashboard
Awareness 3 2 1
Perception 3 1 2
Targeting 1 2 3
Traffic/SEO 2 1 3
User Content 3 1 2
Engagement 3 1 2
Purchase 2 3 1
Referral 2 1 3
2 1 3
Evangelism
1 3 2
Thought Leadership
1 3 2
Measurement

70. An Awesome Home Game - Threadless

71. What is biggest “social” priority for 2011
- More sharing
- More control
- More time on site

72. Sharing Stuff on Your Site – Brings More Traffic

73. The Essential 8 “Away Game” Tools
OVERVIEW: WOM
WILDFIRE
Social Micro Professional Video Social Location based Ratings/ Photo
Networks Blogs Networks Sharing Bookmarks Forums Sharing
Awareness 3 2 1
Perception 3 1 2
1 3 2
Targeting
3 1 2
Traffic/SEO
1 3 2
User Content
Engagement 3 2 1
Purchase 1 3 2
Referral 1 2 3
Evangelism 1 3 2
Thought Leadership 2 1 3
3 2 1
Measurement

74. The Away Game - Kraft
- The Tools of Word of Mom

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

76. You can Keep Anybody Happy Initially, How Do
You Get Them To Stay in Love

77. Community Managers –
The Social Web’s Best Party Host

78. Top Tasks of Community Managers
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
Source: Agent Wildfire 2010 Community Management Survey

79. In the Trenches ––the 77Golden Rules of Social, Be:
In the Trenches the Golden Rules of Social, Be
Reciprocal
Ethical
Human
Awesome
Helpful
Authentic
Social

80. Mozilla – The Poster Boy for Feel Good Community

81. 8. LIFE STAGE OF THE COMMUNITY
“when do we need to adapt?”

82. The Life Stage of Social Media/Community
Milestone achievement
User generated content
Incentives materialized
Mass supported
Expansion
Expected cycle of activity
Tiered members
Broadened focus
Company culture change
Self-governance
Fresh produced content
Highlight contribution
Incentives pitched
Networked
Seeded audience

83. Organizational Change
THE AWESOME Have Social Become Part of Your DNA
(Best Buy)
THE GOOD
Host Ideajams (IBM)
THE BAD Don’t celebrate milestones/keep
social out in the cold
THE UGLY Don’t build organizational
capability/outsource all expertise

84. Intuit
– A Community in Constant Development
• Banned 6 years ago
•7x more length of
time engagement
•90% favourable
member sentiment
•Millions of unique
community visits/
Millions of $ in small
business value and
revenue acquisition

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

86. Digital Media Measurement - No Silver Bullet Formula

87. The Top Measures
#1 Engagement Data – comments, engaged fans, likes, retweets
#2 Sentiment – opinion on what was said, positive/negative
#3 Traffic – hits, unique visitors, followers
#4 Conversion/leads – loyalty, purchase, referrals
#5 Customer evangelism*/satisfaction - Net promoter score,
survey satisfaction
#6 Share of voice/total mentions
#7 Product/service revenue
Source: Altimeter Group, Digital Strategists, Nov’10

88. Different Brand Yardsticks
- Measure The
Applause, Not the
Attendance
-Try many small
testable experiments
-Have goals, track
over time

89. #10 Culture Change Required
– “Live the brand, listen before saying, letting go?”

90. Raising a Brand, The Difference Between
Raising a 4 Year Old Parenting an 18 Year Old

91. The Biggest Wikibranding Sin
- Social Deafness -
Source: Agent Wildfire 2010 Buzz Report

92. Internally,
Get Employees on the Bus…

93. The Future?

94. Mobile, Local

95. Crowdsourcing Properties

96. The Rise of Video – TED Talks
- Video Worth Spreading

97. The Rise of Augmented Reality –
QR Codes – Support, Content or Insight

98. The rise of Purpose Driven Sponsorship

99. Some takeaway messages

100. 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

101. Getting Engaged is Not a Fling It’s a
Commitment
Top 5 Wikibrands
Support Elements:
1. Measurement/Metrics
2. Internalizing Wikibrands
3. Life Stage Development
4. Community Management
5. Culture

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

103. Never Forget – Humans are Hard Wired
Social and Influential Animals
They crave things that are awesome, social, authentic
and customer-driven to talk about…
Some among us will talk a lot more than others…
104

104. “It is not the strongest of
the species that survive,
nor the most intelligent,
but the one most
responsive to change.”
Charles Darwin

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

106. Dhanyabad …Wikibrands
Contact us:
Twitter: sean@wiki-brands.com
@wikibrands @seanmoffitt