This document discusses the future of social business and customer engagement. It argues that brands must focus on socialness, authenticity, and being customer-driven in order to succeed. It provides several examples of brands that exemplify these principles, such as Nike's focus on customer values and lifestyles. The document also outlines key factors for building successful online communities, such as having clear focus, rules, incentives, and community management. Overall, it advocates for an approach where brands treat customers as fans and partners through social media engagement and content creation.

2. …and other things that engage fans”September 2011George Brown College @wikibrands Sean Moffitt @seanmoffitt

3. Who Am I – Sean Moffitt

4. Perhaps closer to the truth….

5. My Personal Olympic Rings…. Sponsor/Event Cred Marketing Cred Geek Cred Sports Cred Social Cred

6. Agent Wildfire – Canada’s Customer Engagement Leader

7. 2012 – Generation Go – The Year of the Active? Adventure. Fitness. Health. Outdoor. Play. Sport. Style . Local.

8. Wikibrands - 2011 Booklist Business Book of the Year Authored by Sean Moffitt and Mike Dover Published by McGraw-Hill (Dec, 2010) Link Twitter: @wikibrands Facebook group: Wikibrands Now also a Business Consultancy

9. Wikibrands … A Manifesto for the Future of Business "Skate to where the puck is going, not to where it is."

10. Forget social media… …we need social business

11. There’s a new currency on how to build business… “Something you Trust” “Something you Want” “Something you Buy” “Something you Participate In” “Something you Prefer” “Something you Love” 10

12. An Unbelievable Offer 9 Essential Things to Know 4 Laws of The Social ‘Net 12 Best Examples In Your Industry 18 Pieces of Career Advice 40 Superb Event Resources 7 Key Reasons Why GBCers need to Wikibrand And a can’t believe it offer…

13. 12 Are You Ready To Become Buzzing, Wikibrand Evangelists?

14. The 4 Laws of the Social ‘Net Customer -Driven Socialness Authenticity Awesomeness

15. 14 The 1st Law of the Social Net #1 - 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

16. Who were #1, #2 and #3 people to fly across the Atlantic?

17. The Law of Awesomeness Online Only 0.9% of Facebook Users have… More than 500 friends Only 1.5% of Tweet conversations… Are three levels (replies) deep

18. In a Wikibrand World- Act different, be different, think different Top 8 Differentiation Drivers Unique Dynamic Different Distinctive Innovative Visionary Daring Progressive Source: Y&R Brand Asset valuator

19. 18 The 2nd Law of the Social Net #2 - Socialness 18

21. To Connect

22. To Make Sense of the World

23. To Reduce Risk & Uncertainty

24. To Benefit Economically

26. The 3rd Law of the Social Net #3 - Authenticity

27. You don’t “Do, Kill, Buy, Trade in Social”, YOU LIVE IT

28. A Culture Change is Required MASS MARKETING DIRECT MARKETING SOCIAL INFLUENCE MARKETING

29. Top Reasons – Why Now Social Media? #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, April 2010

30. The 4th Law of The Social ‘Net – Customer-Driven

31. 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%

32. The Modern Customer’s Key Needs - Engage Me, Excite Me, Make it Easy or Pay the Price

33. Great Brands Are Like Great Sports Teams…

34. The best brands treat customers like valued fans Scout/ Mystery Shopper Thinktank/ Sounding Board Turning Users, Customers and Consumers User Customer Consumer Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters Collaborator/Producer Community Member/ VIP Insider Brand Fan Evangelist/ Ambassador/ Advocate Seeded Adopter/ Beta Tester Into True Fans, Community Members, Advocates, Ambassadors and Evangelists AdvisoryCouncil/ Cause Torchbearer

36. The Wikibrands Rallying Cry …7 Key Arguments for GBCers

37. I. Wikibrands Win

38. “Social” is not media, tools or technology, this is about success in business: Engaged brands drive value +18% Non-engaged brands decrease in value -6% Source: Interbrand 2010 Best Global Brand s report

39. II. What the C-Suite Wants

40. C-Suite Interest – The CEO's #2 and #3 priorities are customer service and experience; advertising and promotion rank #12 and #14. CMO’s primary objective for 2011 – improving their digital operations. Source: Microsoft Roundtable Study

41. C-Suite Interest – The CEO's #2 and #3 priorities are customer service and experience; advertising and promotion rank #12 and #14. CMO’s primary objective for 2011 – improving their digital operations. Source: Microsoft Roundtable Study

42. Iii. Where Engagement Now Happens

43. Media Shifts: The World is Connected and Engaged Shifting Conversations – just four years ago, 80% of online engagement happened on the originating website, now 80% happens away from the originating website. Now, to be noticed and talked about, you need to reach “out there” to be relevant. Source: Hubspot , 2007-2010 study

44. The Big Eleven 1.5 Billion Social Networkers Globally Facebook - 750 million, 170 friends each, 1,000+ fans per page Wikipedia – 265 million readers,. 17 million articles Twitter – 200 million, 190 followers each (after 2 yrs) LinkedIn – 116 million, 61 friends each, 189 index on post-grad YouTube - 18 million Canadians watch/292 minutes per month Flickr – 45 million members/5.0 billion photos Foursquare – 8 million/4 Billion check-ins Amazon – 650 million users annually, $24 billion sales GroupOn – 70 million users annually, $3 billion sales Quora – 600,000 registered users Google + - 25 million users,

46. Lack of Focus - Less than half of businesses have articulated a strategy for online customer engagement. 78% don't have an employee policy for use of social media. Source: Business.com and Manpower

47. Knowledge Gap: Clients lag their customers at understanding the rules and tools of playing this new game. 71% of marketers are less/only equally familiar with the use of social media tools than their customers. Source: Commotion Study

48. VI. The Agency Gap

49. Agencies aren't Delivering the Goods - 82% of executives and managers believe their agencies need to radically transform themselves to adapt more competitively to this wikibrand world.

50. VII. Canada Rules

51. Reason #7 – Canada is #1 - Online penetration– Canada is #1 in the world; 79% or 26.7 million Canadians are currently online - Online usage– Canadians spend on average 43.5 hours online per month, nearly double the worldwide average of 23 hours and 8 hours more than the 2nd place U.S. - Social media usage– 70% of Canadians say they use social media; ½ of them visit everyday and 32% say they are using these sites even more than last year - Social media age breakdown– usage is younger-skewed but broad spread, 18-34 {86%}, 35-54 {64%}, 55+ {43%} - Online video– Canadians are #1 in the world (and up +37% vs. last year) – averaging 251 videos per month per user and 17.2 hours of viewing/mth. - Source: eMarketer/Ipsos Reid/Nielsen

52. Reason #7 – Canada is #1 - Facebook Usage– Canadians are #4 worldwide on Facebook – with 82% of online Canadians friending, fanning and poking - Twitter Usage– Canadians are #6 worldwide on Twitter – 18% of online Canadians tweet - Linkedin Usage– Canadians are #1 worldwide on LinkedIn – 15% of online Canadians use this business and career network - Mobile Usage – there are 24+ million Canadian mobile subscribers – 33% of Canadian mobile users own a smartphone with over half of the young 18-24 segment packing at least one advanced iPod/Android/Blackberry - Gaming – Canada is #1 in the world – spending 4.5 hours each week - Business adoption– 90% of Canadians businesses have adopted at least some social media tools; 61% of businesses said they track what people are saying about their brand online. Source: eMarketer/Ipsos Reid/Nielsen

53. The Recipe for Success? ..10 Factors

54. The FLIRT Model – A Recipe for Community Success

55. #1 FOCUS – “Why are we doing this/what are we doing?”

56. #2 - FOCUS– Four Big Axioms Social/member needs > Company needs The social customer has 4 seconds… Focus > Technology Avoid Facebook fever - Link to a core company objective

57. Most Frequently Stated Objectives #1 - Deliver buzz/awareness/publicity #2 – Participate in a Dialogue/Conversation #3 - Drive brand loyalty/affinity/lifetime value of customer #4 – Build better customer experiences #5 – Deliver web visitors/offline traffic #6 – Drive referrals, leads, members #7 – Develop/enhance grassroots credibility

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

59. #2 LANGUAGE, CONTENT & OUTREACH “do I like this/is there enough of this/can I identify with this/do they know me?”

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

61. CONTENT– If the Customer is King, than Content is Queen Blog – Min. 3 posts per week - well-tagged Tweets – Min. 4 tweets per day, well spaced apart - 50/50 conversation/distribution Video – Min. 1 video per month - Embed in other things (blog, twitter, Facebook) Email – Min. 1-4 newsletter per month Profiles (LinkedIn/Facebook) - Pictures, Full Bio, Interests - Join Groups - Ask/answer questions

64. Outreach - lululemon – Ambassadoors who buy in

65. The Twittersphere of Athletes

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

67. 63 Core Belief Buzz and word of mouth engagement is the art of the “unexpected surprise”

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

69. Rules - Kodak – Good Empowering Rules Experience Facilitation Legal & Ethical Concerns Employee Policies Ownership Support, Training and Certification Rituals/Customs

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

71. Have a Home and Away Game

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

73. Some rooms you… Entertain Play Learn Create Escape Converse

74. The Core 10 for a Business Tool Metaphorical Room Organizational Benefits Facebook - “The Living Room” - Ubiquity, Socialness, Integration LinkedIn - “The Office” - BtoB, Deals, Professional Community Twitter - “The Front Porch” - Trends, Viralness, Launches Blog - “The Garden” - News, Comments, Feeds, SEO Community Site – “The Pool” - Fans, Deep Engagement YouTube - “TV Room” - Entertainment, Previews, Video Email Provider – “The Mailbox” - Outbound, Connecttion, Fans Flickr - “The Gallery” - Photos, Artists, Celebrity Wiki - “Workshop” - Collaboration, Fan community Slideshare – “The Library” - Thought leadership, Trends, Ideas

75. Another 14 for Being an Event Pro Registration Directory Mobile Reference Tweetwall Community Organizing Live Event Blogging Streaming Social Awareness Local Awareness Social Integration Tweetups Email Audience Engagement

76. Another 10 for Being an Sports Pro & Geek Athlete Tweeters Gossip Communities Athlete’s Social Footprint Registration Mapping Directory Social Dashboard Measurement Influence

77. Mint.com –Connected and Awesome Where You Are

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

80. Fans, Teams, Players, Staffers are now all one degree away from each other

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

84. A Different Brand Yardstick

85. 10. CULTURE & ORGANIZATIONAL CHANGE “how will we be changed?”

86. THE BIGGEST SINS “Don’t be that person”

87. The Biggest Social Media Sins - Listening, Content and Focus

88. The Future?

89. Types of New Media Future Growth Tech - More tablet/smartphone usage in arenas and stadiums during live sporting events. Live Experience - Duplicating the at-home broadcast experience at the stadium with customizable replays and content available on your wireless device. Mark Palmer, Blue Jays Media reinvention - traditional media will need to be creative to stay competitive. They can not communicate through the same traditional ways they were used to, Customer Intimate Reporters - Their reporters will need to re-invent themselves and accept to develop new skills. The most creative ones will be the ones customers will turn to in the future. Louis-Philippe Dorais, Tennis Canada

90. Types of New Media Future Growth Apps - I would say the biggest thing I foresee in the future are applications or programs that will connect all facets of the sports business. It would be like merging the Facebooks, the Twitters, the Foursquares and websites all in one. Athlete Intimacy - To be able to read a story about something and be able to react to it in some way shape or form. I think we will be a lot more connected to our likes and passions. You will be able to get more in depth when it comes to following your team. Almost like living it alongside a player. Carlos Ferreira, Argos .

91. Shine The Light on Your Content Developers Build Mass Media into Your Mix

92. San Francisico Giants - Twitter

93. Nike Training

94. Andrew Bogut’s Squad 6

95. Purpose Driven Marketing

96. Beck’s Gig Finder

97. Maker’s Mark Advocates

98. Molson Perception 2.0

99. Starbuck’s Insight

100. Pepsi Serendipity

101. 18 Pieces of Career Advice

102. I. The RESume

103. “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

104. II. GETTING IN THE DOOR…

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

106. 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.

107. III. BECOMING DIGITALLY A SOMEBODY…

108. 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

109. IV. THE INTERVIEW…FOR SOME DREADED

110. 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

111. 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?

112. 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

113. What questions should the candidate be asking you during an interview: You may select more than one answer (max. three choices). #1 What does success look like in this role? #2 What excites you about the company future? #3 What does company culture feel like? #4 What would a career direction be like for somebody taking this job?

114. IV. THE EVALUATION

115. 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

116. Make Your Content Sing

118. Get social network deep - Twitter/LinkedIn/Facebook/Flickr/YouTube/Digg

119. Be on Facebook, don’t be too drunk on Facebook

121. Volunteer for something good

122. Be vigilant on follow up

124. Be comfortable with Google Analytics, Technorati, Alexa/Compete, Postrank/Radian, SEO, Tweetdeck/Hootsuite, Social Media release, RSS

126. Take a design/web course – Adobe, Wordpress, HTML/PHP, video editing

127. Negotiate for exposure with execs, but don’t be a pest

128. Be different – bring a portfolio, a plan, wear something different, strike a bargain

130. the New Web – Techcrunch, Mashable,360 Digital Influence, Groundswell, Web Strategist

131. the New PR – Brian Solis, Inside PR

132. the New Collaboration – Wikinomics, Jeff Howe

133. Blogging – Problogger

134. the New Marketing – Seth Godin, RohitBhargava. Murketing

135. Trends – Springwise, Trendwatching, PSFK

136. Alt-Marketing – Buzz Canuck, WOMMA, Church of the Customer

138. Adventure. Fitness. Health. Outdoor. Play. Sport. Style . Local.

139. What should we do to appeal to these people? “Sports do not build character. They reveal it.” -Haywood Hale Broun

140. The Kickass Offer http://theleagueofkickassunder30.ning.com/

141. Let’s Start The Conversation… Inquire: sean@wiki-brands.com smoffitt(at) agentwildfire.com Phone: 416-255-4500 x226 URL: www.wiki-brands.com Blogs: http://BuzzCanuck.typepad.com/ Explore: The Buzz Report (e-newsletter) Signup at www.AgentWildfire.com Learn: Executive Seminars