9. Why Now? Top 5 arguments for Wikibranding Social/Collaboration/Engagement
10. 1 . The Need for Authenticity and Transparency - 42% 2. The rise of social networks - 38% 3. Increasing role of wireless/mobile - 35% 4. Customers waning attention spans - 25% 5. Media fragmentation - 22% 6. Change in mass marketing effectiveness - 20% Agent Wildfire -The Buzz Report, April 2010 #1 Business Models / Culture: The Need to Be Genuine REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE
11. “ Something you Own” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you Participate In” #2 The Changing Brand: Participation is the New Currency
12. “ Brand building today is so different than what it was 50 years ago . 50 years ago you could get a few marketing people in a small room and decide, ‘ this is what our brand will be’, and then spend a lot of money on TV advertising — and that was your brand. Today anyone, whether it is an employee or a customer, if they have a good or bad experience with your company they can blog about it or Twitter about it and it can be seen by millions of people. It’s what they say now that is your brand .” – Tony Hsieh, CEO, Zappos.com Control of Your Brand Changes
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14. Engaged brands drive value +18% Non-engaged brands decrease in value -6% #4 Economics: Engagement Sells REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE
15. C-Suite Interest – The CEO's #2 and #3 priorities are customer service and experience; Advertising and promotion rank #12 and #14. #5 It’s what your boss cares about (or should) REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE
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17. Six Benefits of Wikibranding 4. Brand Insight 5. Brand Serendipity 6. Brand Support
20. Organization Hurdles #1 - Company culture #2 - Lack of executive/managerial support #3 - Too controlling #4 - Lack of authenticity/genuine engagement #5 - Lack of community leadership #6 - Ineffective measurement #7 - Lack of relevant skills of people involved #8 - No clear purpose #9 - Lack of ongoing strategy/plan #10 - Lack of investment Source: Agent Wildfire 2010 Community Management Survey REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE
21. Organizational Success Factors #1 - The customer/member experience provided Execution #2 - A conversation worthy idea/concept Strategy #3 - Clear objective/mission/value statement Culture #4 - Expert moderation/dialogue management Execution #5 - Great service/responsiveness Execution #6 - A great product/brand Strategy #7 - The quality of the members who participate Execution #8 - The culture of a company Culture #9 - A strong community-building process Execution #10 - Ability to demonstrate value Strategy Source: Agent Wildfire 2010 Community Management Survey REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE
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24. Contact Information Mike Dover [email_address] (416) 305-9080 linkedin.com/in/mikedover facebook.com/mike.dover twitter.com/doverd4s REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE Jay Rosales [email_address] (416) 216-1070 linkedin.com/in/jayrosales facebook.com/drakeinternational twitter.com/drakeinternational
25. December 1 st , 2011, 12 pm EST to 12:30 pm EST Practical Guidelines on Implementing a Talent Management System >> Presented by David Dineen, National Manager, Drake Talent Management Solutions Register at http://drake-webinars.com
Hinweis der Redaktion
A genuine need to help people. Belonging to a community. The thrill of solving problems. It makes them better at their jobs. Motivations of external talent It builds their personal brands. A sense of ownership in the product