A presentation given by Sean Moffitt, Managing Director, Wikibrands at the New Marketing Congreso Internacional in El Salvador, November 15, 2012

1. Wikibrands:
Reinventing your Company in a
Customer-Driven Marketplace
Congreso Internacional New Marketing
El Salvador
November 15, 2012
www.wiki-brands.com

2. #wikibrands
#NewMktSV
@seanmoffitt
@wikibrands
@newmarketingme

3. The Jason Bourne of
Organizations + Digital + Marketing + Innovation

4. 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
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

6. “Who is leading this change
in your company?”

7. Who will lead big change:
Lead Customer Engagement?
Rally Employee Culture?
Help Understand a Fast
Moving World?
CEO? COO? CIO? CFO?

8. Forget social media…
…we need engaged business

9. There’s a new currency on how to build
business…
“Something you Buy” “Something you Trust” “Something you Want”
“Something you
“Something you Prefer” “Something you Love” Participate In”

10. “In a connected world, power shifts to those
best able to connect.” Dov Seidman

11. Forget Marketing’s 4Ps…
Embrace the Wikibrand 13Es

12. Five Other Core Messages
“Be Strategic”
“Get Digitally Buff”
“Stay Up to Speed”
“Don’t Ration the Passion”
“Go for Awesome”

13. Business/brands to Emulate
Top Tools and Apps
The Future
Best Resources
Breakouts
Group Discussion
Q&A
Playing to My Audience?

14. Vs.
Vs. Vs.
Vs.

15. I. The Anthems/Himnos –
“The World is a Blur”
II. First Half/Tiempo Primo–
“The 4 Rules of New
Marketing”
III. Second Half/Tiempo
Segundo- –“FLIRT Model –
The 12 Ingredients to Engaged
Marketing”
IV. Extra Time/Tiempo
Adicional -
“What’s Up Next”

16. #1 The World is a Blur

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

19.  The average lifespan of a company
is 15 years and dropping quickly…
 The average amount of jobs you
will have by 42 is ten.
 Life expectancy is now 81 years
old. Source: US Department of Labour/Yale S&P Study/StatsCan

20. Which industry will be
affected the most?

21. #1 Education #4 Media
($3 Trillion) ($0.8 Trillion)
#2 Health Care #5 Finance
($4 Trillion) ($7 Trillion)
#3 Entertainment #6 Energy
($0.7 Trillion) ($6 Trillion)
* Source: Draft results from Wikibrands 4th Annual Global Buzz Report

22. Source:

23. Change is Survival
“My business may not survive over the next 10 years if
we don't act swiftly to technology/digital culture”
69% agree/strongly agree
* Source: Draft results from Wikibrands 4th Annual Global Buzz Report

24. 1892 1937 2010
2008 2009
1926 1992
2001 1996 2007 2007

25. The world is a blur …social networks

26. The world is a blur …cameras.
1996 2012
Average Mega Pixels Average Mega Pixels
0.5 MP 16 MP

27. The world is a blur …razors

28. Mobile Subscriptions s 4 Billion 6 Billion 9 billion
Mobile Data 0.1 Billion 1.5 Billion 4.5 Billion
Facebook users 0.1 Billion 1.0 Billion 1.5 Billion
Internet Video 654 PB/mth 16,880 PB/mth 45,280 PB/mth
Olympic – Tweets 0.2 Million 150 million 4,500 million
* Estimates Sources: Ericcson, Cisco, ATOS, Twitter 1 PB = 250,000 DVDs

29. Fit for Change? Are you digitally buff?

30. The Full Digital Playing Field..not just Facebook
Offence
• Content/Campaigns
• Social media/networks
• Influencer outreach/paid media
Midfield
• SEO/search marketing
• Community
management/engagement/moderat
ion
• Mobile/Apps
Defence
• Metrics/Analytics
• Org. Integration/Culture
• User experience/design
• CRM/eCommerce/Fundraising

31. Warning Signs in the Mirror
1. You are reading bad headlines about yourself or
organizations like you.
2. People say they are satisfied but not in love with you.
1. People are not willing to spend time with you.
1. You are laughing at an innovative competitor/peer
company.
1. You can imagine a different world w/o much friction.

32. #2 The Four
Rules of New Marketing

33. What are the top changes that are
happening to marketing?

34. #1 Increasing Wireless/Mobile
Connection
#2 Waning Attention to Mass
Media
#3 The Need for Authenticity in
the Customer Experience
#4 The Explosion of Big Data
(particularly customers)
* Source: Draft results from Wikibrands 4th Annual Global Buzz Report

35. We don’t have the answers….yet
#1 Social Media #1 Customer
#2 Customer Analytics/Managing Data
Analytics/Managing Data #2 Social Media
#3 CRM #3 Mobile/new channels
#4 Mobile/new channels #4 Shifting Demographics
Source: eMarketer 2012

36. The 1ST Law of the New Marketing - Socialness
36
36

37. Six Hardwired Instincts on Why We Talk
#12 website To Survive
#1 website To Connect
#6 website To Make Sense of the World
#10 website To Reduce Risk & Uncertainty
#23 website To Benefit Economically
#3 website To Relieve Tension

38. The Power of Your New Marketing Grapevine
Close Friends 2 X 30 = 60
Offline Socialness
Good Friends 7X5 = 35
Colleagues 150 x 1 = 150
Offline Socialness Followers
208 x 208 = 43,264
Connections
70 x 70 = 4,900
Friends =
68,644
262 x 262

39. New Marketing Socialness

40. The 2nd Law of New Marketing - 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
40

41. Fact - The World is Not Created Equal…
Whether its business, products, services, restaurants,
TV shows, people….
There is the “AWESOME” - 1%
There is the “GOOD” - 20%
There is the “MEH” ~60%
There is the “BAD” - 20%
There is the “UGLY” - 1%

42. The Law of Awesomeness Online
Only 14% of
your Facebook
posts ever …
Receive comments
Only 1.5% of Tweet
conversations go… Two levels
(replies) deep
Only 5.0% of Linked
Users have…
1,000+ contacts
Source: Compete

43. In an attention-starved world-
Act different, be different, think different
Top 3 Attributes That
Make People Talk:
1. Unique
2. Dynamic
3. Different
Great content starts with…
“Wouldn’t it be cool if…?
Great content ends with…
“You have to check this out…”
Source: Y&R Brand Asset valuator

44. New Marketing Awesomeness

45. New Marketing Awesomeness

46. The 3rd Law of the New Marketing -
Authenticity

47. A Culture Change is Required
MASS ERA DIRECT ERA INFLUENCE/WIKIBRANDS ERA
Control Collaboration
Hype Transparency
Decisions Dialogue
Features Purpose

48. The CEO Topspin –
The Peters and Deborahs Get It
• 82% of people trust a
company more who has a
CEO who is involved in
social media
• 94% believe it leads to a
better brand image
• 78% believe it leads to
better communication
Source: Brandfog

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

52. The 4th Law of New Marketing
– Customer-Driven

53. 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%

54. People Fan Brands All the Time…
- 85% of people want companies engaging with their
customers in social media
- Twitterers are three times more likely to embrace brands
than average population

55. Customer-Driven New Marketing
New Jersey Devils Mission Control

56. #3 Courageous Steps
The 12 Step FLIRT Model

57. Get FLIRT y

58. THE WIKIBRAND 12 FACTORS –
FLIRT and MILC Models
BUILD – FLIRT IT MAINTAIN – MILC IT
• Focus/Strategy • Measurement/Metrics
• Language, Content, • Internalizing Success
Outreach
• Life Stage Management
• Incentives/Motivations
• Listening
• Ideas That Spread
• Rules, Guidelines, • Community
Rituals Management
• Tools & Platforms • Culture

59. What is the most important
ingredient for: creating raving fans
and getting noticed and talked
about in 2012?

60. Top 10 Ranked Raving Fan 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/technology platforms built
Source: Wikibrands Buzz Report

61. #1 Focus – The Wikibrands Couch

62. 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

63. FOCUS one step down –
Answer the Specific Questions…
Area of Benefit Scale/Size of
“what do you want to Collaboration
achieve?” “how big will it be?”
Depth of Exclusivity of
Collaboration Membership
“how much member “how open is your
involvement is community?”
expected?”

64. Movember
– A Million Moustache Wearers Supporting Prostate Cancer -

65. Movember
– Energizing and Focusing a Community - -
Objectives – Vision –
“Change the Face of Men’s
Health”
Brand –
“Bring back the retro icon of the
moustache to visibly support
cause”
Organizational Culture –
- $125MM raised in 2011
“If it’s awesome they will use it, - 850k participants
- 10 times more social presence
if it’s awesome they will talk - 3 times more donations,
about it.” healthy amount via Facebook

67. II. The Language, Tone and Content of a
Connected Engaged Brand
Reciprocal
Ethical
Human
Awesome
Helpful
Authentic
Social

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

69. Quality of Content 57%
Content Interaction 33%
Content Quantity/Variety 10%
Content Quality vs. Quantity/Variety vs.
Interaction?

70. CONTENT QUALITY –
Shoot it, Visualize It, Provoke It, List It, Link It, Friend It, Say It

71. The age of infographics…

72. 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

73. 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
Facebook 60 30 15
Posts
Video 8 4 1
Email 8 4 1

74. III. INCENTIVES. MOTIVATIONS AND
OUTREACH
“what’s in it for me?”

75. Three Reasons Why People Join Anything
The Feel Goods – The Look Goods - The Get Somethings -
“How do I identify with, “How do I appear to “What is my direct,
help the community?” others?” tangible reward?”
Fun & enjoyment (#1) Recognition by company (#1) Invitation to Events (#1)
Creativity (#2) Access to exclusive resources (#2) 3rd party incentives (#2)
Group achievement (#3) Ability to join VIP circle (#3) Personalized treatment
(#3)

76. Kiva – Leveraging Intrinsic, Extrinsic and Explicit Rewards
75 employees, $250 million in loans, 1 million people in Kiva Community, 20k Lending teams,
435k on Twitter, 140k on Facebook, Number of Loans per Kiva lender 7.3

77. OUTREACH
- Who/where and why are the ambassadors? Influencers? True fans?

78. OUTREACH – Some of these people are not like the others

79. Some of these people are not like the others…
who are your top 100/1,000 fans?

80. Outreach - lululemon – Ambassadors who buy in
-60 Elite Ambassadors
-4,000 employees and local
ambassadors across 140 stores
- 35,000 R&D participants
- $1,700 revenue per square foot

81. IV. Big Ideas That Travel
Simple, Unexpected, Concrete, Emotional

82. Ideas That Travel
– 10 Storytelling Methods
- Aspirations and Beliefs*
- David vs. Goliath
- Avalanche about to Roll
- Changing Assumptions
- Anxieties

83. Ideas That Travel
– 10 Storytelling Methods
- Personalities and Personal
Appeal*
- How-to Stories and
Advice*
- Glitz and Glam
- Seasonal/event-related*
- Spoof/Imitate

84. Plan Canada – A Manifesto that Resonates

85. V. Rules and Governance
- Rules, Guidelines & Survival Guide -
- 94 Pages of Digital Goodness
- Guidelines
- Online Brand Values
- Dos and Don’ts
- Best Practices
- Decision Tree and Q&A
- Top 150 Supporting Websites

86. What Causes Big Digital Blowups…Plan Ahead
#1 Exposure of Poor Experience
#2 Poor Influencer Relations
#3 Violation of Ethical Guidelines
#4 Rogue Employees
#5 Inappropriate Content
Source: Altimeter

87. VI. Tools and Platforms
Have a Home, Neutral and Away Game
Home: Neutral: Away:
Website Brand Pages Social Networks
Email/Blog Employee Profiles Sharing Sites
Database/Community RSS Feed Other Blogs
Forums Facebook Influencers

88. #1 #2 #3 #4 #5
#6 #7 #8 #9 #10
#11 #12 #13 #14 #15
#16 #17 #18 #19 #20

89. VII. Measurement, Metrics and
the pursuit of ROI:
There is no silver bullet to
measurement

90. “Learning to Ride the Bike” Measurement Axiom
- The more you use it, the more you prove it

91. VIII - Internalizing Success -
Get Employees on the Bus…

93. The Need to Produce Hero Employees

94. Charity Water’s Employees
Celebrate Their Funders on YouTube

95. IX. Life Stage Planning of a Connected Community
Milestone achievement
User generated content
Incentives materialized
Mass supported
Expected cycle of activity
Expansion
Broadened focus
Fresh produced content Company culture change
Highlight contribution Self-governance
Incentives pitched Tiered membership
Networked
Seeded audience

96. X. LISTENING SYSTEM
“what’s being said? Where are they saying it? How does
that affect us? Do they know we’re listening?”

97. The Biggest Wikibranding Sins
- Social and Digital Deafness is Tops-
Source: Agent Wildfire 2011 Buzz Report

98. A battery of listening tools…

99. XI. Culture and Leadership
A Culture Change is Required
“A company's customer advocacy
leader needs to be a frequent and
95% agree
very active participant in the
social networking space”
“Top Executives/CEOs will
become much more active on 74% agree
the web over the next 3 years”
“Smaller organizations are better
positioned to do social media than 66% agree
larger organizations”

101. Livestrong Leadership Leads

102. XII. COMMUNITY MANAGEMENT
“who will lead the conversation?”

103. You Can Keep Anybody Happy Initially, How Do
You Get Them To Stay in Love

104. 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 2011 Community Management Survey

105. The 11 Cs of Creating Community
101 Broadcast
- Communication/Content i.e. photo/video/albums/news
- Competition i.e. rewards, contests, status
- Customization i.e. widgets, avatars, profiles
- Conversation i.e. blogs, forums, comments
201 Interaction
- Connection i.e. messaging, integration, feeds
- Community i.e. social networks, groups, teams
- Categorization i.e. tagging, sections, levels, lists
- Collective Wisdom i.e. rating, ranking, voting, polls
301 Collaboration/Core Altering
- Co-Creation i.e. CGM, ideas, reviews
- Contextual Extensions i.e. mobile, offline, online, IM
- Culture building i.e. recruitment, engagement, causes

107. #4 What’s Up Next

109. What Tomorrow’s Customers Want,
Which is the Top One?
#3
#2
#4
#1

110. Innovation – Blurring the Line Between Real and Virtual

115. Top Growth Segments (next 3-5 years)
1. Mobile Marketing
2. Cloud Computing
3. Cash
payments/eWallets
4. Location-
specific/GPS/NFC
communications
5. Big data analytics
* Source: Draft results from Wikibrands 4th Annual Global Buzz Report

116. Platforms on the Rise and The Fall
for Business Use
Fast Risers Dropping Fast
#1
#2
#3
#4
* Source: Draft results from Wikibrands 4th Annual Global Buzz Report

117. Top Counterforces at Work (next 3-5 years)
1. Social Network
Burnout
2. Privacy
3. Failure to Monetize
4. Corporate Resistance
5. Intellectual
Property/Legal Issues
* Source: Draft results from Wikibrands 4th Annual Global Buzz Report

118. TV Gets Social
75% agree
Will social TV be realized over the next 3 years?
* Source: Draft results from Wikibrands 4th Annual Global Buzz Report

119. Facebook – Still the Standard?
56% agree
31% agree
2009 2012
Will Facebook be the most dominant network in 3 years?
* Source: Draft results from Wikibrands 4th Annual Global Buzz Report

120. Takeaways
 The World is a Blur - Embrace Change NOW
 Do Not Break the 4 Rules of the Internet
 Socialness
 Awesomeness
 Authenticity
 Customer-driven
 FLIRT a Little, FLIRT a Lot
 Focus, Language, Ideas, Incentives, Rules, Tools
 MILC your Brand
 Measurement, Internalize, Life stage Planning, Listening, Culture
and Community Management

121. Because 894 goals and 310 sweat-soaked
pages can’t be wrong
"Skate to
where the
puck is
going,
not to where
it is."

122. Q&A, Debate, Confessions?

123. Stay Connected…
Email sean@wiki-brands.com
LinkedIn: ca.linkedin.com/in/moffittsean
Twitter: @seanmoffitt @wikibrands
Facebook: https://www.facebook.com/seanmoffitt17

124. Are you digitally buff?
The 100 pt. Brand Buffness Test

125. Executive Leadership
A)Does your executive champion digital
engagement? (10 pts.)
 Is there an official and effective executive team sponsor and
champion for digital engagement? (2 pts)
 Does your executive participate in new media as members? (2 pts)
 Does your executive believe proper use of technology is a top 3
influence on success? (2 pts)
 Does your executive believe customer engagement is a top 3 key to
organizational success? (2 pts)
 Does your CEO publicly champion and celebrate new media: (2 pts)
- internally
- externally

126. Priority Focus
B) Does digital engagement show up
prominently in your annual strategy and
what you track? (10 pts.)
 Is technology and/or digital/customer engagement a top 5 strategy?
(3 pts.)
 Does digital/customer engagement appear in your organization’s
top 7 key performance indicators? (3 pts.)
 Does digital/customer engagement drive +10% of executive team
discussion? 20%? (2 pts.)
 Is more than 15% of your marketing budget spent on driving digital
engagement? 30%? (2 pts.)

127. Rewards
C) Do you celebrate digital engagement
milestones company-wide? (10 pts.)
 Is digital/customer engagement prominently in your personal
development/career plan? (3 pts.)
 At full company functions, is success in digital/customer
engagement regularly celebrated ? (3 pts.)
 Does every employee function in the company know what you are
trying to achieve/understand the targets with digital/customer
engagement? (2 pts.)
 In monthly letters/management reports, is digital/customer
engagement prominently mentioned? (2 pts.)

128. Openness
D) Do you feel empowered to express
support for your company in public, social
media freely? (10 pts.)
 Are employees at every level and function encouraged to
participate in new media? (3 pts.)
 Are your partners, suppliers and vendors encouraged to talk about
and advocate your organization in new media? (3 pts.)
 Do you know who your top 100, 1000, 10,000 fans/influencers are?
Do you engage in regular contact with them? (2 pts.)
 Do you feel like you can experiment in digital/customer
engagement, with no repercussions if it fails? (2 pts.)

129. Education
E) Do you feel the required rules, guidelines
and training have been provided to support
digital engagement? (10 pts.)
 Do you have a full and aspirational set of rules and guidelines for
employees to participate in digital engagement and new media? (3
pts.)
 Do you have a training and/or certification program for employees
and those who officially speak for the company ? (3 pts.)
 Have you roleplayed possible scenarios, opportunities and risks
behind general and key initiatives in digital engagement? (2 pts.)
 Is there an up-to-date governance of new media and engagement
issues generally and in crisis situations? Is there clear responsibility
for who owns what? (2 pts.)

130. Transparency
F) Do you have a free flowing exchange of
information and insight, enabled by
technology? (10 pts.)
 On most matters, do you feel that there are no secrets or hidden
agendas behind your communication and practices? (3 pts.)
 Do you encourage open and free flowing contact with key
customers and stakeholders? Is it in “human speak” not corporate
speak?(3 pts.)
 Does technology help accelerate speed of information and
expertise sharing inside and outside the company? (2 pts.)
 Does the conscience of your customer, partners and involved parties
feel present in key company direction and decisions? (2 pts.)

131. Culture
G) Does support for digital engagement
pervade what you do everyday, from the
boardroom to the frontlines? (10 pts.)
 Is “what does my customer want/think” a critical component to
front-line decisions? (3 pts.)
 Is it easy to get other employees enthused about digital/customer
engagement and initiatives? (3 pts.)
 Do employees across levels and functions regularly collaborate and
cross-pollinate ideas in your organization? (2 pts.)
 Does your company truly value and pursue what your customers
and public have to say and contribute? (2 pts.)

132. Incentive
H) Do you feel like management supports
time, reward, risks and resources for digital
engagement efforts? (10 pts.)
 Are staff, community members and customers compensated for
success, contributions or improvement in digital/customer
engagement? (3 pts.)
 Does management support digital/customer engagement efforts
through real investment and required resources? (3 pts.)
 Do people who thrive in digital/customer engagement get promoted
faster/evaluated better than those that don’t? (2 pts.)
 Is time spent and new initiatives on digital/customer engagement
actively encouraged? (2 pts.)

133. Values
I) Do you have an ethos that every staff
person can believe in and get excited about?
(10 pts.)
 Is your company mission/cause motivating and compelling? (3 pts.)
 Do the majority of your employees share and practice these values
each day? Do they express themselves unpromptedly in new media?
(3 pts.)
 Do these values and practices resonate with external customers and
prospects to the point of action and advocacy? (2 pts.)
 Is your organization able to self-govern itself on the “right thing to
do” without the intervention of management or the risk of public
damage to your brand? (2 pts.)

134. Participation
J) Is participation in digital media widely
adopted and coordinated across the
organization? (10 pts.)
 Does more than 20% of your company staff participate actively in
digital engagement? 30%? 40%? Is this coordinated? (3 pts.)
 Is your company present and active in the relevant spaces and
platforms online? (3 pts.)
 Are you a “first mover” in establishing a presence on new spaces
and platforms? (2 pts.)
 Do you have the required technical and customer-facing talent to
lead and support your initiatives in digital/customer engagement? (2
pts.) - quality of talent
- quantity of talent

135. The Brand Engagement Buffness Test
+80 pts. Hardcore Buff
+60 pts. Weekend Warrior Buff
+40 pts. Bootcamp Ready
+20 pts. Engagement Obese
0-19 pts. Emergency Room Candidate