3. “WoM is the Holy Grail”
Number of Brand
Conversations Every Week
112
Believe word of mouth is
credible 92%
Will buy based on WoM/
solely on WoM 67%/19%
Source: Keller Fay/Agent Wildfire, 2010/11
5. What‟s are You Word of Mouthing About?
Awesome? Social? Authentic? Customer-focused?
6. Moneyball Knows…
Thinking Differently
“We are card counters
at the blackjack table.
And we're gonna turn
the odds on the casino."
Reframing the Game
“Your goal shouldn't be
to buy players. Your
goal should be to buy
wins. In order buy
wins, you need to buy
7. Tough Stuff- Word of Mouth (WoM) –
Delicious Blend of Customer-Based
Creativity and Business Savvy
8. I Used To Be The Marketing Suit….
Word of Pint Word of Canuck Word of Mom
9. “I‟m now the T-Shirt”
Agent Wildfire – Canada‟s Word of Mouth People
Since 2004
10. We Word of Mouth (WoM) with these
Influencers…‟WoM is Very Category Specific”
11. So we wrote a book …
Wikibrands – Intersection of Digital T-Shirts and
Brand Suits
2011 Launch by McGraw-Hill
Twitter: @wikibrands
Website: www.Wiki-Brands.com
Richard Florida, Best Selling Author,
“A must read for business leaders”
Don Tapscott, Digital pioneer and author,
Wikinomics
“This is an important, perhaps seminal
book”
12. Tired of Platitudes?
- How Does Good Business Put Their Social
Pants On…
What?
A study of top 100 engaged
brands and business
How?
A 10 step roadmap for
business success in digital
spaces
13. “Forget Marketing‟s 4Ps…
Embrace the Wikibrand 13Es”
Would you recommend my
brand to a friend or
Mission colleague?
Drivers
Well would you?
Evangelism
Advanced
Drivers
Escape
Experience Effiliation
Premium
Drivers
Ennovative Equity
Entertainment Entimate
Basic
Drivers
Entegrity Exposed Education
Esthetics Exchange
Company-driven User-driven
14. Do brands even belong in social
spaces?
Top 100 Twitter Pages?
15. Online WoM , Brands Get Followed, Acted
on and Engaged
-Twitterers are three times more likely to click on a
link than anywhere on the web
- Intuit community members spend 9 times more
time in community environments than traditional
website users 16
17. “Business Suffers from Social
Deafness”
The 6 Deadly Sins
Source: Agent Wildfire 2011 Buzz Report
18. A Crisis of Action & Knowledge
53% of businesses engaged in
social/digital spaces do not have
full-time staff to support the effort.
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
20. The 4 Laws of the Social „Net and WoM
Awesomeness Socialness Authenticity Customer-ness
21. 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
22. The 4 Laws of the Social „Net and
WoM
Awesomeness Socialness Authenticity Customer-ness
23. The 1st Law of the Social Net - Awesomeness
“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
24. The 1% Fact
- The World is Not Created Equal…
Whether its business, products, services, motives, TV
….
There is the “AWESOME” - 1%
There is the “GOOD” - 20%
There is the “MEH” - about 60%
There is the “BAD” - 20%
There is the “UGLY” - 0.5%
25. Who were #1, #2 and #3 people to fly across
the Atlantic?
26. The 2nd Law of the Social Net - Socialness
"Prosocial behavior is an essential component 34
of health and happiness in human beings”
Robert Kloninger. Professor of Psychiatry , Author of Feeling Good, The Science of Well-Being
27. “True Fans don’t want to be your Brand BFF”
Online Communities – Why Do True Fans Join?
#1 - Social Connection
#2 - Shared Community Values/Culture
#3 - Expression/Creativity/Venting
#4 - Establishing influence with key decision
makers
#5 - Access to Special Information/Advice
#6 - Appealing to Hobbies/Interests
#7 - Making a difference/to matter/support a
cause
Source: Agent Wildfire 2011 Community Management Survey
28. “The News Feed is the Conveyor Belt of Buzz”
Me in 1992 Me in 2011
150 X 12 150 X 12
4000 X 170
5000 X 500
20000 X 170
5000 X 190
5000 X 170
900 X 40
1800
People
8.4 Million
Strength People
Strength
29. The 3rd Law of the Social Net -
Authenticity
“In a world of incressingly paid-for
experiences, authenticity is what we increasingly
crave from each other and our brands.
Joe Pine, Author of Authenticity and The Experience Economy
30. Top Reasons – Social Media
Why Now Business Executives?
#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 2010
31. A Genuine Culture Change is Required
MASS DIRECT SOCIAL
MARKETING MARKETING INFLUENCE
MARKETING
Control Collaboration
Hype Transparency
Decisions Dialogue
Features Purpose
33. The 4th Law of The Social „Net
– Customer-Ness
34. Customer Experience Reigns
- Who Knows Better Than Your Customer -
Executives who
believe the
Customer
Experience is the
new battleground
- 95%
Executives who
believe they are
delivering a
positive customer
experience - 80%
CUSTOMERS
WHO AGREE -
8%
36. Elwood: Er.. what kind of music do you usually
have here?
Claire: Oh, we got both kinds. We got
Country, and Western.
37. WOM Comes in More Than a Few Flavours…
SCALE
- Buzz - Evangelist
Programs
- Viral
- Brand
- Social Media Community
- Influencer - Collaboration
Marketing / Co-Creation
COMMITMENT
- Social Network
Badging -Pass along
Referrals
- Customer
intervention -Recommend
-ations
- Grassroots/
cause marketing - Social
Influence
- Experiential
Visual- Intersection Consulting
38. Top 10 Ranked WoM Elements?
#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*
39. Some of these people are not like the
others….The Influencer Matters
40. You can‟t chase everybody…
“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?”
45. Influencers Stay on Top of What‟s Current
2.2% of
Twitter
users
account for… 58% of the tweets
1.7% of
Twitter
users have
… More than 1,000 followers
46. Influencers Generate Lots of Content
High
authority
bloggers post
…
300x more
frequently than
low authority
bloggers
Only 9% of top
blogs…
Get over 10,000
visitors per
month
57. It‟s About Them
“It‟s Makes “It‟s Makes “They Get
Them Feel Them Look Something”
Good” Good”
58. It‟s About Your Product/Brand
“It‟s Who YOU Are”
“It‟s Who You‟re “It‟s WHAT You “It‟s Who you
Targeting” Do” Are”
59. # 1 – # 2 – Logo LoversThe Topic
# 2 – Logo Lovers
Passionate about
"Life is either a daring adventure or nothing. – p.s.
just survived an intentional parachute failure at
10,000ft‖
Tactic: Publish Manifesto (Naked Pizza)
/Employee Blog (Graco)
60. # 2 – Logo Lovers
“D’OH! The Simpsons’ effect on TV is like the Beatle’s effect on
music. We will buy them until they have nothing left to do.”
Tactic: Build Community (JetBlue TrueBlue)/
Use video sharing/Host user-generated video contest (Nike The Chosen)
61. # 3 – Knowledge Seekers
“Just another day of blowing something up”
Tactic: Topic-based blogs/Aggregated Advice
(Mint.com/ Amex Open Business Forum)
62. # 4 – Social Brokers
“You wanna hug it out?”
Tactic: Host events/organize groups/tiered membership
and roles/team wearables
(Canadian Breast Cancer)
63. # 5 – Altruistic
“Move that bus!”
Tactic: Personal Appeal /Meetups
(Wikipedia fundraising /Wiknics)
64. # 6 – Involved / Committed
―We're not the only people on this island and we alllllll know it!"
Tactic: Meritocratic communities/Challenges/Milestone
Celebrations (Mozilla Firefox)
65. # 7 – Seeking Feedback
"What does that mean when the fitness instructors are ahead of the
mayors?"
Tactic: Beta test Influencers (Lululemon)
66. # 8 – Ego Driven
“Show me someone without an ego, and I`ll show
you a loser.You’re Fired.‖
Tactic: Social dashboards/leaderboards/gaming (Empire Avenue)
67. # 9 – Reciprocity Dealers
“But we can only offer this level of programming with your
help.‖
Tactic: Affiliate/crowdsourcing revenue sharing (Amazon)
68. # 10 – Self – Expression
―SOME PEOPLE THINK
BEAUTY IS SOMETHING
YOU'RE BORN WITH......AND
NOT SOMETHING YOU CAN
CREATE......HOW NAIVE!!!!‖
Tactic: Crowd designing platform/challenges/themes/profiles
(Threadless)
69. It’s because of
what you provide
#11 – Social Currency
#12 – Brand Experience(s)
#13 – Fame
#14 – VIP Treatment/Customization
The What #15 – Scarcity
#16 – Influence
#17 – Intimacy
#18 – Visibility
#19 – Tight Boundaries
#20 – Rallying Cry
#21 – Rewards
#22 – Expertise
#23 – Bite-Sized Participation
#24 – Network Effects
#25 – Memes
70. # 11- Social Currency
Tactic: First to know/Top Stories/Trendwatch
(Gawker/Gawker Stalker)
71. # 12- Brand Experience(s)
―I think it’s really down to the wire, and
we’re afraid we’re last.‖
Tactic: Testimonials/Employee Flipcam Profiles/CEO blogs/Publish
Core Values (Zappos)
72. # 13 – Fame
“I genuinely believe with all my heart that we have
found (a worldwide star) with you.”
Tactic: Customer competition/Performance stage (Squad 6)
15 Minutes of Fame (Maynards)
73. # 14 – VIP Treatment /
Customization
“Sophie gets what Sophie wants and
Sophie is always right”
Tactic: Front of the line Incentives/exclusive access/updates
(American Express)
74. # 15 – Scarcity
” Watch out—I’m coming to town and I can’t bring all my
friends, so I’ve decided to look for a new BFF. I need a
best friend who is hot, who can keep up with me, and
most of all, who is real and won’t be a backstabber.‖
Tactic: Restricted access/gifting
(Google Gmail / +1)
75. # 16 – Influence
“You can only vote for him, you can't actually
adopt him. Call now."
Tactic: Collaborative innovation/fan clubs/meet employees
(Lego)
76. # 17 – Intimacy
“Will you accept this rose?”
Tactic: Twitter time response/local venue and interest-specific
social hubs (Whole Foods)
77. # 18 – Visibility
―The top 10 CNN heroes -- remarkable everyday people changing
the world -- were revealed by CNN's Anderson Cooper. All were
nominated by CNN viewers inspired by their hard work and
commitment.‖
Tactic: Identity embeds itself into product/packaging (Maynards)
78. # 19 – Tight Boundaries
―Yeah, I'm obnoxious, yeah, I cut people
off, yeah, I'm rude. You know why? Because you're
busy. ―
Tactic: Vetted member only access/Launch parties/Special
deals/niche labels (The Gilt Groupe)
79. # 20 – Rallying Cause
―And remember you can make a difference‖
Tactic: Matching Incentives/Partnerships/Product Badging/Bold
Targets/Red Friends (Join Red)
80. # 21- Rewards
“DEAL OR NO DEAL”
Tactic: Group-based deals /Countdown clocks /real-time
feedback/Social Integration/referral incentives (GroupOn)
81. # 22 – Expertise
―So now America, with an open heart and an empty
stomach, I say unto you in the words of my uncle: Allez
cuisine!‖
Tactic: Well-curated forums /multiple communities /answered vs.
unanswered questions/Grant compeitions (Intuit)
82. # 23 – Bite-Sized Participation
“There’s no such thing as 110%. It stops at 100.”
Tactic: Petition wall /matching donation wall (Sharpie)
83. # 24 – Network Effects
―Books were my pass to personal freedom. I learned to
read at age three, and soon discovered there was a
whole world to conquer that went beyond our farm in
Mississippi.‖
Tactic: Recently joined lists/ best members/interest-specific
groups/live chat (Facebook)
84. # 25 – Memes
―No soup for you! There was shrinkage! Vanderlet Industries! Man hands
The bro and manziere. Happy Festivus. Yada, yada, yada.‖
Tactic: Label members, activities, objects, Chirp Conference, 85
word, Twitter Glossary (Twitter)
85. # 26 – Innovative
"The following takes place
between ??:?? and ??:?? pm"
Tactic: Augmented reality, partner integration , local
mapping, training routine, mixes (Nike Plus)
86. # 27 – Remarkable/Outrageous
―What's the quickest you've ever knocked anyone out?
18 seconds including the ten-count. I think you're gonna break
that today. “
87. # 28 – The Best At What You Do
“That was unbelievable.”
Tactic: Provocative demonstration/contextually relevant tests
(Will It Blend)
88. # 29 – Authentic
“This is NOT fashion camp!”
Tactic: Authentic collaborators/product centric multimedia
(Burberry – The Art of Trench)
89. # 30 – Liberating / Problem Solving
“Dead body, Bonus!”
Tactic: User generated uses/Advisory Council/Lists
(Wd-40)
90. # 31 – Edgy
“Move forward. This never happened. It will shock you
how much it never happened”
Tactic: Underground evangelism/targeted sponsorship
(Pabst Blue Ribbon)
91. # 32 – Trustworthy
“I understand that you want to make finance
entertaining, but it's not a f***king game”
Tactic: Link a cause/movement to your brand – link to purchase
(Tom’s Shoes)
92. # 33 – Likeable
“Just go up to somebody on the street and
say "You're it!" and then run away.”
Tactic: Don’t charge for extras/respond to people in real-time
(Porter Airlines)
93. # 34 – Easy To Talk About
“You’re engaged ?”
Tactic: Making the invisible, visible and talkable online and offline
(Movember)
94. # 35 – Ritualistic
―The belief in a supernatural source of evil is not necessary.
Men alone are quite capable of every wickedness.‖
Tactic: Fake history, strategy guide, faux rules, personality profiler
(World Rock Paper Scissors)
95. # 36 – Sensory
“Who will speak for Planet Earth?”
Tactic: 3D Tours of Region
(Nimmo Bay Lodge)
96. 30 Hard-
Won Tips
to WoM
The best preparation? The top ideas?
The right squad? The golden touch?
Avoiding the potholes? Building relationships?
97. #1-5 Live in the tribe ….
- Find your lifestyle target, read their
content, listen to their exchanges
- Make a scouting report about their likes,
dislikes and interest
- Know who they hang with
- Link to their content, credit their work
- Go easy - Make a friendly first connection
98. #6- Staff up for desired level and degree of engagement
that they want and you can support
•Face to face
Are you listening to me? Highest engagement
Lowest reach
•Video chat
•Phone call
•Chat service (AIM, Skype)
•E-mail
•Facebook message
•Facebook wall post
Lowest engagement
Greatest reach
•Tweet
99.
100. #7-11 Get a Buzzworthy WoM-able Idea
• Is your idea in the top 1% of
awesome, sociable, authentic and customer-
driven concepts you‟ve ever seen?
• Does it combine your brand traits, with
motivating activities and a primed audience?
• Does it max out on a few of the 36 reasons
why people word of mouth?
• Does the experience and follow up match the
promise that‟s been set up? Does your buzz
have longevity?
• Does it live offline and online?
101. Process
Agent Wildfire – an 8-step
OVERVIEW:
WOM
WILDFIRE
WILDFIRE playbook
What the Big Idea? Fan the Flames
W Buzzworthy, Spreadable, F Rebroadcast content, expand
Repeatable, Visual, Online/Offline referral, share testimonials
Incubate the Conversation
Influencer Recruitment Ongoing dialogue, moderation,
I Find, connect and invite the I content and incentives
connected, savvy opinion
leaders
Research and Insight
Lay the Foundation Monitoring, feedback, analysis,
L Develop the platform, R adjustment and action
forum and tentacles for content
and activity
Expansion
Deliver an Experience Fuel larger geography, portfolio,
D Online, cause-related, event, E activity, features and/or scope
incentive or VIP experience
102. 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…
147
103. Let’s Start The
Conversation…
Inquire: sean (at) wiki-brands.com
smoffitt (at) agentwildfire.com
Phone: 416-458-2818
URL: www.wiki-brands.com
Blogs: http://BuzzCanuck.typepad.com/
Explore: The Buzz Report (e-newsletter)
Signup at www.AgentWildfire.com
Learn: Executive Seminars
Hinweis der Redaktion
Happy to be in hometown recognized as master – whereas my last 2 years have been talking about the socialization of business and Wikibrands – my real roots are brands and word of mouthFor those following at home – the relevant hashtags are below
Tretaed as a media, word of mouth in nearly every study you see, is the most trusted, referred, action driving, information seeking vehicle
Tretaed as a media, word of mouth in nearly every study you see, is the most trusted, referred, action driving, information seeking vehicle
Three things I’ve been word of mouthing about in Toronto – Prvada Vodka bar, NuitBlache all night festival from alst week and Roncesvalles new restaurnat scene including new smkehouseBarque and authentic pizzeria Pizza Defina
Ran over 100 engagements over last 7 years as Canada’s – we live, breathe and sleep this stuff – with Facebook less than 8 years old, YouTube less than 7 and Twitter less than 6, the notion that people talk to each other is not new
Over 30 different categories – top three categories for word of mouth – child acre, restuarnants and cars
We wrote a book – some smart people liked it, we’ve been travelling the last 9 months evangelising our business manifesto – would love for you to join us
I think we’ve all been trained on marketing’s 4Psa for the last 50 years it is has been a marketing stapleWhenever I talk to my colleague Don Tapscott, he believes brands are a much more complicated construct shared between company and users nowadays – we prefer the 13Es as a new model of wikibranding – with the key driver being Evangelism – a true litmus test of a healthy business and brand – would you recommend me to others?
So before we go on a pretty heady WoM trip, I wanted to profeer to you that in a social tech, word of mouth world there really are 4 overriding laws, the Hammuraboi code, the 10 commandments of the social net so to speak
Tretaed as a media, word of mouth in nearly every study you see, is the most trusted, referred, action driving, information seeking vehicle
Get through 17 chapters, the real core idea is that as brand owners, managers, agencies and stakeholders, we are in the middle of the poarticpation age – whereas brands represented important distinctions in the past based on ownership, equity, aspiration, preference or affinity, now the real limus test is are you providing forums for people to engage and particiapte more deeply with your brandThe stats prove it – according to Forrrester, those that engage deeply grow their value by 18% and those that don’t 6% - chicken or egg argument
So we interviewed the top 100 brands doing great work and asked them how they put their social pants on the morningToday we’ll focus on one of their core success factors – word of mouth
If you thought I would expound on the nittygritties of usingKlout vs. peerIndex, hosting communities on Salesforce vs. Lithium , measuring on Radian vs. Sysomos, sorry to upset but think again….it’s really the sociology and psychology of business and its customers that is the main gap
So before we go on a pretty heady WoM trip, I wanted to profeer to you that in a social tech, word of mouth world there really are 4 overriding laws, the Hammuraboi code, the 10 commandments of the social net so to speak
I loved this morning’s chats about Social Business – from strategy by Chris to infrastructure by Sam – this is no longer excused as a tacticCertainly if you look at a Beatle’s metaphor and their popularity below in terms of Google searches, social business might not be everybody’s favourite topic like John Lennon but it is the high ground for effective use of social media and new technology
The first law is awesomeness – we truly don’t notice or talk about stuff that is above average or even good anymore, we are deluged with that – what we talk about is the 1% of stuff that we find fascinating and relevant (and maybe the 0.5% of stuff that really really offends us) – loved our fellow friend and canadian author neilpasricha who wrote a best seller on the topic Loved some of his 1000 acts of awesome from his blog – out of last 100, here are two of my faves , although personally hated #1000 Broccolflower
I’ll prove the law of awesomeness, who was first person to fly across Atlantic
Of 50 attrubytesSpice Route - It makes peeing feeel like a religious experience
We are pre-wired to talk – what social media has done is make it easy for usThe average person has 2 really close friends, 8 close friends and 33 social friends, if you are on facebook/Twitter/LinkediN you now have 385 friends
My colleague Emanuel Rosen wrote a two great bnooks on the subject of buzz and he nails it – we have 6 basic reasons why we like to talk…and they mimic some of the key social networks/websites we like to useEvery brand owner should ask why their users fundamentally want to buy and spend time with them
Contrary to fly by night, coupon clippers and deal hunters, the real core of your brand social squad will join your community for fundamentally social reasons
If I look at myself vs. the me from 20 years ago – my social network has feasibly expanded by a factor of 5,000 through my links to social networks
We need to be real at this stuff, there is a new higher order benfit customers are seeking out and it is a sense of realness and soul behind the business, brands, people and causes we support – part of more scrutiny and part if there are less of them, brands that know themselves and are perceived by their customers as the realk thing – social media elevates authenticty
More than TV, radio, print or any other medium, word of mouth and social media is an experiential medium – whereas the others you might be able to create and particpate without a rich understanding of each medium, this one is different
Shocking, but buisness is coming around
In a world of great noise and consumer overburden, where customers can increaisngly filter the branded message out, word of mouth is the great enabler, we rely more than ever on our friends and people like me
This is what your NEWcustomers’s basic needs are – it’s not quality or relaiability anymore – they want to be involved, they have a high standard, low tolerrance for slowness and will exact a tool when you don’t meet it now publicly
The sad reality is that we all think its important and many think we deliver a good one, only a small fraction of customers ageree
I am a Seahawks fan – sadly only 4 of us in town – but you noticed the best sports teams have communities around their brands even in different cities – Red Sox Nation, Yankee Pride, The Mnchester United red Devils