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Wikibrands (SMC Seattle)
1. Wikibrands – Building a Brand in Today’s Social Media Landscape Sean Moffitt @SeanMoffitt President & Chief Evangelist, Agent Wildfire Sept 29, 2009 A Presentation to:
17. “ Something you Buy” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you Participate In” There is a new currency on how to build brands
18. Running - Nike Plus Finance- American Express Hospitality – My Starbucks Idea B-to-B - Intuit Quickbooks Community Automotive - Camp Jeep Travel – Starwood’s The Lobby Tech – Dell Ideastorm eCommerce – eBay Powersellers Startup - Freshbooks
22. Culture Gap– These Sides Don’t Play in the Sandbox with Each Other “ Social media is not a red discipline, a blue discipline, it’s a united discipline”
23. Knowledge Gap: We lag our customers at understanding the rules and tools of playing this new game Question: How familiar are you with the tools of social media? 71% of marketers are less/only equally familiar with the use of social media tools than their customers Source: com.motion Poll
24. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients? 1. Inability to measure 40% 2. Lack of budgets 31% 3. No accepted standards/benchmarks 29% 4. Fear of loss of control 29% 5. Inability for culture to accept 25% 6. Technical skills/expertise not in place 23% 7. Do not understand diff. bet. Mass marketing 21% Source: Agent Wildfire Buzz Report 2009 Implementation Issue – Lip Service > Action
28. $$$$ - Ching Ching… 79% of firms will be increasing investment in Web 2.0 technologies; only 6% will decrease. Source: Gartner, Sept 2009
29. The New 2.0 Frontiers “ Internal purposes” 65% “ External purposes” 58% “ Working with partners and suppliers” 41%
30. Who’s managing our marketplace reputation anyway? 2/3 rds of a company’s touchpoints are now customer/user-generated - not brand or company- generated. Source: McKinsey
31. Brand Prerogative – Engaged Brands Grow, Closed Brands Don’t Engaged brand value +18% Non-engaged brand value -6% Source: Interbrand 2009 Best Global Brand s report
33. Gartner predicts among Fortune 1000 companies over the next two years: 60% will build an online community… … and 50% will fail The Future is Tribal
34. Brand Advocacy That Spreads Word of mouth evangelism – Maker’s Mark Ambassadors Referral – Mozilla “Spread Firefox” Recommendation – P&G’s Tremor /Vocalpoint Badging – Livestrong
35. Brand Insight that’s cheaper, faster and more effective Idea stimulus – Dell Ideastorm Market research/polling – Mattel’s Playground Market scouts/intelligence – American Express’ Open Forum
36. Brand Content that is creative, innovative and customer friendly Co-innovation – SAP Business Process Solution development – Oracle Creative development – Threadless User-generated content – Current TV User reviews – Petco
37. Brand Support that is cheaper, revenue driving and relevant Sales and traffic – eBay Powersellers Value-added commerce – Lego Mindstorms Education & Advice – Intuit Customer service – Comcast Cares Co-Ownership – MyFootballClub
38. Brand Perception that is positive, respected and engaged Affinity – Jeep Empathy – Fiskars Respect – American Express Member’s Project Awareness – Skittles Lead a Conversation/PR – MEC The Big Wild
39. Brand Serendipity that adds a ring of success Stories & Testimonials – Nuts About Southwest Viralness/Crisis Management – Barack Obama’s “Change You Can Believe In”/ “Fight the Smears” Traditional News PR value – Dove’s Campaign for Real Beauty Corporate Social Responsibility – VanCity’s “Change Everything”
41. Percentage of executives who believe the Customer Experience is the new battleground - 95% Percentage that believe they are delivering a positive customer experience - 80% Percentage of their customers who agree - 8% Listen/Engage Your Customer
42.
43. Turning Users, Customers and Consumers Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters Into Community Members, Advocates, Ambassadors and Evangelists Thinktank/ Sounding Board Scout/ Mystery Shopper Advisory Council/ Cause Torchbearer Seeded Adopter/ Beta Tester Customer User Consumer Collaborator/ Producer Evangelist/ Ambassador/ Advocate Community Member/ VIP Insider Brand Fans What if you treated customers like fans?
44. FOCUS – “ Why are we doing this/what are we doing?”
45. FOCUS– Marry All Parties’ Interests/Capabilities Two Big Axioms Social/member needs > Company needs Focus > Technology/Platform
48. Area of Benefit “ what do you want to achieve?” Scale/Size of Collaboration “ how big will it be?” Depth of Collaboration “ how much member involvement is expected?” Exclusivity of Membership “ how open is your community?” FOCUS – Answer the Questions..
49. Area of Benefit - Microsoft Feedback - Emerging top issues - Product issues identified Advocacy - Word of mouth/evangelism/Sharing - Important stakeholders - VIPs Support - Break-fix issues - Recognize people who provide answers Nestor Portillo, Microsoft – Worldwide Director, Community and Offline Support
56. “ The Ones Who Create Ideas” “ The Ones Who Spot & Scout New Stuff” “ The Ones Who Sell and Lead Opinions” “ The Ones Who Provide Credibility” “ The Ones Who Attract Attention” “ The Ones Who Connect & Spread the Word” Seeding the Influencer Curve…at the Right Time
74. LIFE STAGE OF THE COMMUNITY “ when do we need to adapt?”
75. The Life Stage of Social Media/Community Fresh produced content Highlight contribution Incentives pitched Networked Seeded audience Milestone achievement User generated content Incentives materialized Mass supported Expected cycle of activity Expansion Broadened focus Company culture change Self-governance Tiered membership
83. Source: Agent Wildfire Buzz Report 2009 Beliefs are Changing Beliefs Strongly Agree Agree Agencies need to radically reinvent themselves to stay competitive 39% 44% Managing the customer experience is the key battleground for business 32% 50% We will be able to track conversations much more accurately over the next decade 28% 48% The marketing will become much more important to their org. by leveraging SM/WOM 20% 54% Radically new social media and word of mouth tactics will be adopted in the next few years 20% 51%
84. A Palette of New Strategies & Tactics Await Source: Agent Wildfire What forms of social media/word of mouth will experience the most growth in the next few years ? (top 3 choices) Social media marketing 37% Social network marketing 35% Mobile marketing 34% User-generated Content 31% Influencer marketing 28% Brand communities 20% Customer forums 17% Branded entertainment 16% Cause-related marketing 14% Brand microblogging 14% Buzz marketing 13% Corporate/brand blogging 11%