Presentation authored and delivered by Sean Moffitt on January 26th, 2012 in London, England to the World Lottery Association and European Lotteries

1. Wikibrands, Wikigames -
Reinventing Your Lottery in a Player-Driven
Marketplace
Sean Moffitt January 26, 2012 @wikibrands
@seanmoffitt EL/WLA, London

3. In our Canuck defence…
Ranked #1 Globally
Online penetration - 79% of Canadians
Online usage - average 43.5 hrs/mth.
Online video- 251 videos/17.2 hours/mth.
LinkedIn usage - 15% of online Canadians
Social gaming - spend 4.5 hours/wk.
Online Banking - 65% of Internet users do

4. The Jason Bourne of
Business + Digital + Marketing

5. Wikibrands…
Customer Leadership for the Digital Age
___________________
2006 “Digital Participation Wins” 2011/12

6. More than just a Facebook page, Twitter wall
and mobile app…

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

8. Stand Up and be Counted…
Who here is personally on Facebook?
Keep Standing if:
 You are doing digital media for your lottery/games?
 You want your lottery digital efforts to be
AWESOME
 You want your fans to RAVE about your “thing”
 You have currently achieved
AWESOMENESS and RAVING LUNACY via
your digital media?

9. 28 Insights/45 Minutes
•5 Deep Thoughts
•6 Inconvenient Truths and Immutable
Laws of the Social „Net
•10 Success Factors for Digitally-
Engaged Organizations
•7 Smart Lottery 4.0 Ideas for the
Future

10. #1 - WHAT IF YOUR LOTTERY
WAS A MAGAZINE?
Do I find your content
frequently? And is it relevant?

11. #2 - WHAT IF YOUR LOTTERY
WAS A SPORTS TEAM?
Are you fan worthy?

12. #3 - WHAT IF YOUR LOTTERY
COULD CHARGE FOR THE TIME
PEOPLE SPENT WITH YOU?
$5
$2.50
$0/per
drink
Have you turned a commodity into an experience?

13. #4 – WHAT IF YOUR LOTTERY
TOTALLY REFINED WHAT IT WAS?
Top 3 Differentiation
Drivers*
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…”
Do your initiatives get noticed & talked about?
Source: Y&R Asset valuator

14. #5 - WHAT IF YOUR LOTTERY
BECAME A MASTER STORYTELLER?
http://www.facebook.com/facebookstories http://stories.twitter.com/
Do your initiatives resonate and inspire people to
action?

15. The State of The Union

16. The State of Lottery 2.0

17. The Lottery/Gaming 2.0 Scorecard…
Area (point value) Criteria
Focus/Idea (10) Simplicity? Conversation worthy? Different?
Content (10) Frequency? Variety? Quality? Curated?
Pliable? Helpful?
Incentives/Outreach (10) Calls to action? Substantive? Engagement?
Platform/Website (10) User-friendly? Desirable? Searchable?
Dynamic?
Tools – Social/Community (10) Social media? Blogs? Forums?
Ambassadors?
Tools – Innovative/Mobile (10) Video? Apps/mobile friendliness?
Integrated (10) Consistent? Embedded? Distributed?
Language/Tone (10) Human? Conversational? Transparent?
Intimate?
Initiatives/products (20) Customized? Fast? Entertaining? Open?
Awesome? Future-driven?

18. The Lottery/Gaming 2.0 Results
Focus/Idea 5.2/10
Content 5.3/10
Incentives/outreach 2.3/10
Platform/website 3.5/10
Tools – social community 3.1/10

19. The Lottery/Gaming 2.0 Results
Tools – innovative/mobile 3.4/10
Integration 3.0/10
Language/tone 5.1/10
Initiatives/product 7.9/20
Overall 38.8/100

20. Customer don‟t forgive businesses
for bad web experiences!

21. Do we need to change and get
better?..

22. Shift Happens…Customer Needs Change
Freedom
• iTunes, Craigslist, Zipcars
Customization
• Nike ID, Converse, Jones Soda
Scrutiny
• Amazon, RED, Patagonia
Integrity
• Innocent Drinks, Vans, Trader Joes
Collaboration
• John Fluevog, Wikipedia, Doritos
Entertainment
• Red Bull, Axe, You Tube, Skittles
Speed
• Zara, Calvin Klein, Google
Innovation
• Nokia, Toyota, Ace Hotel
Source; Moxie Insight/nGenera Global Study

23. Agent Wildfire/Wikibrand‟s
2011 Buzz Report Survey
“My business may not survive over the
next 10 years if we don't act swiftly to
technology/digital culture”
65% agree/strongly agree

24. The 6 Immutable Laws of the New „Net
Socialness Authenticity
Presence Influence
Psychology Versatility

26. People engage to be social not to be your brand BFF…
The 1st Law of the New „Net - Socialness
31

27. – Online Community Motivation –
Why Do True Fans Join?
#1 - Social Connection
#2 - Shared Community Values/Culture
#3 - Expression/Creativity/Venting
#4 - Establishing influence with key decision
makers
#5 - Access to Special Information/Advice
#6 - Appealing to Hobbies/Interests
#7 - Making a difference/to matter/support a
cause
Source: Agent Wildfire 2011 Community Management Survey

28. You really can’t fake, broker or shortcut this stuff…
The 2nd Law of the New „Net -
Authenticity

29. Top Reasons – New Media
Why Now Business Executives?
#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 2011

30. Most brands are irrelevant most of the time to their
customers…
The 3rd Law of The New „Net
– Presence

31. This is a constantly shifting landscape…
The average tweet lasts 12
minutes
The average Facebook post lasts
80 minutes
The average blog post lasts 1 ½
days

32. In a constantly splintering world…

33. Some of these people are not like the others…
The 4th Law of The New „Net
– Influence

34. Influencers Make Themselves Known Online
13.8% of online
population…
…create 80% of the
online influence
posts
6.2% of online
population…
…create 80% of the
online influence
impressions

35. We know how to find these people now

36. Having the best software suite matters little…
The 5th Law of The New „Net
– Psychology

37. Top 10 Ranked Word of Mouth 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

38. New digital media is just not media…
The 6th Law of The New „Net
– Versatility

39. Digital Media Does Not Equal Marketing
Earliest Reason – Brand Perception
Most Bankable – Brand Support/Service
Most Lucrative – Brand Content
Most Overlooked – Brand Insight
Most Popular – Brand Advocacy
Most Unplanned/Viral – Brand Serendipity

40. The Recipe for
Success?
..10 Factors

41. #1 FOCUS
– “Why are we doing this/what are we doing?”

42. 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

43. Movember
– Energizing a Community with a Clear Focus
Objectives – Vision – “Change the Face of
Men’s Health”
Brand – “Bring back the retro icon of the
moustache to visibly support cause”
Customer - The right mix of fun, retro
appeal, competition, sense of belonging
to a team and a global movement that is
making a difference
Organizational Culture -
– every interaction and donation
matters
- If it’s awesome they will use it, if it’s
awesome they will talk about it

44. #2 LANGUAGE, CONTENT
& OUTREACH
“do I like this/is there enough of this/can I identify with this/do
they know me?”

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

46. LANGUAGE –
The 7 Golden Rules of Social Content
Reciprocal
Ethical
Human
Awesome
Helpful
Authentic
Social

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

48. OUTREACH – The Community Richter Scale

49. #3 INCENTIVES & MOTIVATIONS
“what‟s in it for me?”

50. 27 Community Incentives - Intrinsic
“The Feel Goods”
• Fun & enjoyment
• Creativity
• Group effort/achievement
• Learning
• Better life/supporting cause
• Challenge/competition
• Satisfying curiosity
• Wanting to make a better product
• Meet people of similar interests

51. 27 Community Incentives - Extrinsic
“The Look Goods”
• Recognition by company
• Access to exclusive resources
• Ability to join VIP circle
• Access to exclusive channels
• Chance for wider Fame
• Recognition by peers
• Published leaderboard/ranking
within community
• Reputation building
• A larger audience/stage

52. 27 Community Incentives - Explicit
“The Get Somethings”
• Invitation to Events
• 3rd party incentives
• Customized/personalized
treatment
• Non-monetary rewards
• Discounts
• Points accumulation
• Customer service
• Information/advice
• Cash rewards

53. Kiva – Intrinsic, Extrinsic and Explicit Rewards

54. #4 RULES, GUIDELINES &
RITUALS
“what can/can‟t I do here?”

55. Rules - Kodak – Good Empowering Rules
Air Force – Good Prescriptive Rules
• Experience
Facilitation
• Legal & Ethical
Concerns
• Employee
Policies
• Ownership Rights
• Support, Training
and Certification
• Rituals/Customs

56. #5 TOOLS & PLATFORM
“how and where does it work?” A home, neutral and
away game…

58. The Essential 8 Away Game Tools
OVERVIEW: WOM
WILDFIRE
Social Location Ratings/ Photo
Bookmarks based Forums Sharing
Awareness 3 2 1
Perception 3 1 2
1 3 2
Targeting
3 1 2
Traffic/SEO
1 3 2
User Content
Engagement 3 2 1
Purchase 1 3 2
Referral 1 2 3
Evangelism 1 3 2
Thought Leadership 2 1 3
3 2 1
Measurement

59. The Away Game - Kraft
- The Tools of Word of Mom

60. The Essential 7 Home Game Tools
OVERVIEW:
WOM
WILDFIRE Online Wiki/ Monitoring Social
Apps Blogs Email
Community Collaboration Tools Dashboard
Awareness 3 2 1
Perception 3 1 2
Targeting 1 2 3
Traffic/SEO 2 1 3
User Content 3 1 2
Engagement 3 1 2
Purchase 2 3 1
Referral 2 1 3
2 1 3
Evangelism
1 3 2
Thought Leadership
1 3 2
Measurement

61. An Awesome Home Game - Threadless

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

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

64. Community Managers –
The Social Web‟s Best Party Host

65. 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 2010 Community Management Surve

66. #7 LIFE STAGE OF THE COMMUNITY
“when do we need to adapt?”

67. Life Stage Management
THE GREAT Experiment Quarterly (Threadless)
THE GOOD Reinvent every 2 years (Dell)
THE BAD Not monitoring/moderating daily
THE UGLY Not reviewing weekly

68. #8 METRICS, MEASUREMENT
INSIGHTS & ROI
“what do we measure and look for?”

69. The Top Measures
#1 Engagement Data – comments, engaged fans,
likes, retweets
#2 Sentiment – opinion on what was said,
positive/negative
#3 Traffic – hits, unique visitors, followers
#4 Conversion/leads – loyalty, purchase, referrals
#5 Customer evangelism*/satisfaction - Net
promoter score, survey satisfaction
Source: Altimeter Group, Digital Strategists, Nov‟10

70. #9 Get the Watercooler Engaged
– “Unleash your employees/
Open up the boardroom”

71. - Wikibrand Recruitment Tools -
Where to Find Your Fans
1. Employees
2. Twitter (or other microblogging platform)
3. Facebook
4. Discussion Forums
5. Traditional PR
6. Dedicated Community Portal
7. Conversion of website visitors
8. Blogger Outreach
Source: Agent Wildfire 2010 Community Management Surve

72. Internally,
Get Employees on the Bus…

73. #10 Culture Change Required
– “Live the brand, listen before saying, letting go?”

74. The Biggest Wikibranding Sin
- Social Deafness -
Source: Agent Wildfire 2010 Buzz Report

75. Lottery 4.0 Ideas

76. Lottery #1
AdverSocialotteries
1. Pts.
currencies
2. Real and
virtual goods
3. Branded
Entertainment

77. Lottery #2
Social Syndicating

78. Lottery #3
Augmented Reality Lotteries

79. Lottery #4
The Lottery Diaries

80. Lottery #5
The Spoof Lottery

81. Lottery #6 – Crowdcausing Lotteries

82. Lottery #7
Daily Gaming Infographics

83. Never Forget – Humans are Hard
Wired Social and Influential Animals
They crave things that are awesome, social,
authentic and customer-driven to talk about…
Some among us will talk a lot more than
others..when they do, they share stories
97

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

86. What – Wikibrands?
Published by McGraw-Hill
Twitter: @wikibrands
@seanmoffitt
Website: www.Wiki-Brands.com
Email: sean@wiki-brands.com
Phone: 416-458-2818