Presentation by Sean Moffitt @seanmoffitt of Wikibrands on the importance of engaged brands and personal brands

1. - Wikibrands,Wikicareers –
- Brands, New Media and Finding Your Next Job”
Sean Moffitt @seanmoffitt
November 2013
Schulich School
@wikibrands
@wikisportsnow

2. Look in the digital mirror…
How many of you have 303 Facebook friends?
How many of you use check your smartphone 150 times per
day?
How many of you would rather lose your sense of smell than
technology?
How many of you update their LinkedIn profile regularly?
How many of you have been dumped via text message?

3. Who Am I – Sean Moffitt,
The Matt Damon or the Leonard Nimoy of Digital?

4. My Street Cred….

5. What I’m Excited About Right Now!

6. Why Even Care About the
Intersection of Brands, Business and Technology?
- THE MARKET
NEEDS IT
- THERE IS A
WRONG AND
RIGHT WAY TO
DO IT
- YOUR CAREER
DEPENDS ON IT

7. i. Digital Has
Mainstreamed…
2008
2012
2016*
4 Billion
6 Billion
9 billion
Mobile Data
0.1 Billion
1.5 Billion
12.45 Billion
Facebook users
0.1 Billion
1.0 Billion
1.5 Billion
Mobile Subscriptions
s
Video (Internet)
654 PB/mth 16,880 PB/mth 45,280 PB/mth
Olympic – Tweets
- Athletes
0.2 Million 150 million 4,500 million
A Handful
2,000
10,500
* Estimates
Sources: Ericcson, Cisco, ATOS, Twitter 1 PB = 250,000 DVDs

9. Super Bowl - 3X Bigger in Ads
Than Last Year

10. TOP 10 TECHNOLOGY-AFFECTED INDUSTRIES OF THE NEAR FUTURE
HIGHEST RANKED (% RESPONDED TOP 3 CHOICES)
#1 EDUCATION
#6 RETAIL
#2 ENTERTAINMENT
#3 MEDIA
#4 ECOMMERCE
#5 HEALTH CARE
#9
#7
#10 NOT-FOR#8 TELECOMMUNICATIONS
CONSUMER/HOUSEH
FINANCE/BANKING
PROFITS
OLD GOODS
ii. Digital is Reinventing Industries
2013 Proprietary and Confidential 10
Wikibrands

11. iii. CEO’s Biggest Challenges

12. iv. Marketing is healthy-ish Again

13. v. Marketing is Outsource-able

14. vi. So Much More than Facebook…

15. Social Media’s Future
vii. A Core Part of The Job …

16. Digital engagement is #1 value driver;
12 things to get digital right in business.

17. WIKICAREE
Managing your personal brand is very
similar to managing your business brand

18. The Power of a Network…
It is the dominant factor in obesity, smoking,
loneliness, happiness, optimism, generosity, quality of
relationship and YOUR CAREER

19. Before we start…

20. The Hammurabi Code of Digital
Reciprocal
Ethical
Human
Awesome
Helpful
Authentic
Social

21. Trivia – Top 30 Social Brands

22. The Recipe for
Success?
..12 Factors

23. THE WIKIBRAND 12 FACTORS –
FLIRT/MILCC Models
Focus
Language
Incentives
Ideas
Rules
Tools
Measurement
Internalizing
Life Stage
Listening
Community Management
Culture

24. #1 Focus - Starting with the Y’s “Why”
Internal
External

25. The Four F Words of Digital Marketing
Get Found
Get Fame
Get Fans
Get Feedback
- Search Engine Exposure/Traffic
- Awareness/recognition
- Visibility
- Market education
- Improved Perception/PR
- Grassroots credibility/affinity
- Pass along/viralness
- Thought leadership
-
Leads/Revenues/Funding
Online community/ambassadors
Word of mouth/referral
User generated content/support
- Dialogue & Conversation
- Ideas and innovation
- Competitive Intelligence
- Reviews/ratings/ testing

27. http://www.pinterest.com/seanmoffitt/brand-manifestos/

28. 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 –
“If it’s awesome they will use it,
if it’s awesome they will talk
about it.”
- $125MM raised in 2011
- 850k participants
- 10 times more social presence
- 3 times more
donations, healthy amount via

30. #2 LANGUAGE, CONTENT &
OUTREACH
“do I like this/is there enough of this/can I identify with this/do they
know me?”

31. Language - Threadless – Possibly the Most Human Site in the
World

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

33. Outreach – Ford Fiesta Movement
– Ambassadors who buy in

34. Content Quality vs. Quantity vs. Variety?

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

36. The age of infographics…

37. Great Content – Kraft Foods
Extensive, Timely, Balanced, How To

38. CONTENT FREQUENCY –
If the Customer is King, then Content is Queen
Activity per
Month
Great
Good
Minimum
Blog Posts
30+
12
5
Tweets
400
200
100
Facebook
Posts
60
30
15
Video
8
4
1
Email
8
4
1

39. Mucho Burrito – Fueling Burrito Love with Content
Weekly
Seasonal
Tribal
Contextual

41. 3. Ideas trump Technology
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

42. Nike + -Members/Customers Values/Lifestyle/Desires

43. OREO – Being Agile and In Touch

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

45. Buzz and word of mouth engagement is
Core Belief
the art of the “unexpected surprise”
45

46. Three Reasons Why People Join Anything
The Feel Goods –
The Look Goods “How do I identify with, “How do I appear to
help the community?”
others?”
Fun & enjoyment (#1)
Recognition by company (#1)
The Get Somethings
- “What is my direct,
tangible reward?”
Invitation to Events (#1)

47. 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

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

49. GOVERNANCE % EXISTENCE OF CONDITIONS IN PLACE*
63%
62%
40%
29%
22%
11%
DIGITAL
EMPLOYEE ABILITY TO ROUTE
SERVICE
TRAINING
GUIDELINES/RU
QUESTIONS
PROGRAMS
LES
DIGITAL
CRISIS
MGMT. PLAN
ISSUE
CERTIFICATION
SCENARIO
PROGRAM
ROLEPLAYING
Q: On the governance of digital engagement tools with your employees, do you have:
2013 Proprietary and Confidential Wikibrands
49
* - based on recruitment criteria, company staff profiled are likely in more sophisticated, mature digital organizations; results likely much lower in general company set

50. IBM Guidelines – Simple, Reasonable, Visual and Public

51. 6. TOOLS & PLATFORM
“how and where does it work?” A home and away game

52. MOST IMPORTANT DIGITAL PLATFORMS
% RESPONSE – TOP 3 PLATFORMS
SOCIAL
NETWORK
PAGES
CORPORATE
WEBSITE
CORPORATE
BLOG
SEARCH
ENGINE
OPTIMIZATION
CORPORATE
EMAIL/DATA
BASE
ONLINE
COMMUNITIES
OF INTEREST
#6
#4
#2
#1
#3
INFLUENCER/
BLOGGER
OUTREACH
MOBILE
APPS/
WEBSITE
CUSTOMER/PA
RTNER
COMMUNITIES
#5
#7
#8
#9
Q: What are the biggest priority (owned, earned, paid or shared) digital platforms for your organization, is it
your....(max. 3 answers):
2013 Proprietary and Confidential Wikibrands
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53. TOP SOCIAL NETWORKS/PLATFORMS – “MOST ESSENTIAL”
RANKED - % AGREED
#1 FACEBOOK
#6 MOBILE APPS
#2 TWITTER
#3 LINKEDIN
#4 YOUTUBE
#5 WORDPRESS
#7
HOOTSUITE/TWEETDE
CK
#8 GOOGLE +
#9 INSTAGRAM
#10 PINTEREST
Q: What is your impression of the following networks in their importance to your organization ?
(23 social network/social sharing options)
2013 Proprietary and Confidential Wikibrands
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54. TOP SOCIAL NETWORKS/PLATFORMS – “FASTEST MOVERS – BULLS”
RANKED - % AGREED
#1 PINTEREST
#2 INSTAGRAM
#3 MOBILE APPS
#4 GOOGLE +
#5 SLIDESHARE
Q.: What is your impression of the following networks in their importance to your organization ?
(23 social network/social sharing options)
2013 Proprietary and Confidential Wikibrands
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55. Mint.com –Connected and Awesome
Where You Are
Home Game
Away Game

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

57. Measurement - You Need to Roll Your Own
Digital Brand
(vs. objective)
=
Benefits – Risks
---------------------Cost

59. MEASUREMENT – TOP 10 RANKED KEY METRICS % TRACKED IN YOUR COMPANY*
84%
83%
68%
67%
61%
60%
58%
56%
50%
FAN/
FOLLOWER
COUNTS
BRAND
BRAND
TRAFFIC/
CONSUMER
CONVERSATIONS ENGAGEMENT INSGHTS
CLICKS
METRICS GENERATED
GENERATED GENERATED
USER POSITIVITY/QUALBUSINESS
SALES
IMPACT/ GENERATED
CONTENT
ITY OF
ROI
GENERATED WORD OF
MOUTH
2013 Proprietary and Confidential Wikibrands
48%
CUSTOMER
EXPERIENCE
RATINGS
59
* - based on recruitment criteria, company staff profiled are likely in more sophisticated, mature digital organizations; results likely much lower in general company set

60. 8 - Internalizing Success Get Employees on the Bus…

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

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

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

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

66. A battery of listening tools…

67. Gatorade Mission Control – The NASA of Social
Media Listening

68. 11. COMMUNITY MANAGEMENT
“who will lead the conversation?”

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

70. Top Tasks of Community Managers
1. Communication
2. Content Creation
3. Company/brand evangelism
4. Member/Customer support
5.
6.
7.
8.
9.
10.
11.
Ongoing Facilitation
Metrics Reporting
Event Host
Community Evolution/Feature Development
Internal Rallying Cry
Community Administration
Member Recruitment/Crowdsourcing
Source: Agent Wildfire 2013 Community Management Survey

71. Jon Sinden, Manager – Social Media, MLSE
- Technology & tools will change over
time. Innovation never stops. One
thng that will never change is the
need for emotional connections.
- People want to be connected to
something they love. Sports teams
are one of those connections. The
closer the fans, teams, players,
staffers get; the better.
https://twitter.com/communitygurus

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

73. We want the real thing…
#1 The Need for Authenticity and Transparency - 42%
#2
#3
#4
#5
#6
The rise of social networks - 38%
Increasing role of wireless/mobile - 35%
Customers/people waning attention spans - 25%
Media fragmentation - 22%
Change in mass marketing effectiveness - 20%
Agent Wildfire -The Buzz Report, April 2012

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

76. ING and Marriott Leadership Leads

77. Are you digitally buff?

78. Are You Digitally Buff?
Digital Offence
 Content/Campaigns
 Social media/networks
 Influencer
outreach/paid media

79. Are You Digitally Buff?
Digital Midfield
 SEO/search
marketing
 Community
management/
moderation
 Mobile/Apps

80. Are You Digitally Buff?
Defence
 Metrics/Analytics
 Org.
Integration/Cultur
e
 User
experience/design
 CRM/eCommerce
 Hosting/platform

81. 18 Pieces of Career Advice

82. I. THE RESUME

83. “What would you consider to be the
number one asset on a resume for new
hires out of school? “
#1 Industry Related Work Experience
41%
#2 Track record of Accomplishments
35%
#3 Variety of interests/passions
7%
Special Sauce:
Thoughtfulness, good reasons for applying
Demonstrated passion for my business
Well-researched pitch

84. II. GETTING IN THE DOOR…

85. How do the majority of new hires get made at
your company? Please choose the 3 top options:
#1
#2
#3
#4
#5
#6
Referrals
Internship/Coop Programs
Online job recruitment sites
Serendipity – right person, right time
Social/digital media awareness
Volunteer/collaborative involvement

86. Who do ya know? Get off your butt
and head to events and network
like crazy.
No event, pick up the phone. No
phone, send an email, No email,
send carrier pigeon. You get the
idea… use all means enccesary to
meet people and grow your
network.
If you think networking is sending
an email to someone you’ve
never met then you are mistaken.

87. III. BECOMING DIGITALLY A
SOMEBODY…

88. What social spaces should new hires be
engaged in to attract positive online
attention? (max. 3 choices)
• LinkedIn
90%
• Personal Blog
69%
• Twitter
65%
* Negative stuff on Facebook

89. IV. THE INTERVIEW…FOR SOME
DREADED

90. What is your biggest pet peeve with
interviewing new hire job applicants?
#1 Being Unprepared
#2 Candidate Arrogance
#3 Dissing Old Employers/Managers
#4 Not Answering Questions
#5 Not Asking Questions

91. What question do new hire candidates "trip
up" on most frequently?
#1 Why did you apply for our company?
#2 What is your biggest opportunity/weakness?
#3 What skills do you have that would make you
valuable for this job?
#4 Are there any questions you have about
role/company?

92. Please list the top 3 traits of interviewees
who are consistently hired.
•
•
•
•
•
•
•
Inquisitive/eclectic experience
Business savvy
Outgoing/motivated
Effort and courage to stand out from the pack
Innovative
Concise/concrete examples of skills
Thank you note/personable

93. IV. THE EVALUATION

94. What are the top skills you are looking for in new hires
out of school? Please select your top 3.
#1 Communication skills
#2 Enthusiasm/perseverance
#3 Interpersonal skills
#4 Fit with company culture/values
#5 Creativity/Innovation

95. Career/Interviewing Advice
#1 Reinvent the Resume (Resume 2.0)
#2 Volunteer for something good
#3 Be vigilant on follow up
#4 Attend/volunteer events

96. Make Your
Content
Sing

99. Career/Interviewing Advice
#5 Network like crazy
#6 Get social network deep Twitter/LinkedIn/Facebook/Instagram/Tumblr or Pinterest
/YouTube, Vines
#7 Be on Facebook, don’t be too drunk on Facebook
#8 Show your passion, for something

100. http://wiki-brands.com/?p=2855

101. Career/Interviewing Advice
#9 Meet one new senior person every month
#10 Take a design/web course – Adobe, Wordpress,
HTML/PHP, video editing, Codeacademy, Lynda
#11 Negotiate for exposure with execs, but don’t be a pest
#12 Be different
#13 If failing, let it hang out, show your passion

104. Career/Interviewing Advice
#14 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 – Buzzfeed, Springwise, Trendwatching, PSFK
• Alt-Marketing – Buzz Canuck, WOMMA, Church of the
Customer
• Community – Forum One, Francois
Gossieaux, Wikibrands
http://wiki-brands.com/webroll/

105. Career/Interviewing Advice
#15 Do your Google homework
#16 Be comfortable with Google Analytics, Technorati,
Alexa/Compete, Postrank/Radian, SEO,
Tweetdeck/Hootsuite, Social Media release, RSS
#17 Don’t take a first job beneath you

106. #18 Five Core Messages
“Be Strategic”
“Get Digitally Buff”
“Stay Up to Speed”
“Be Passionate/Do Something”
“Get Networked”

108. Stay Connected…
Email
LinkedIn:
Twitter:
sean@wiki-brands.com
ca.linkedin.com/in/moffittsean
@seanmoffitt @wikibrands