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Wikibrands 12 Stats

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12 Stats that will rally your Wikibrand

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Wikibrands 12 Stats

  1. 1. <ul><li> The 12 Key Wikibrands Statistics </li></ul>to Drive Smart Customer Engagement -<br />@wikibrands<br />July 2010<br />Sean Moffitt @seanmoffitt<br />
  2. 2. Business Needs a New Plan<br />
  3. 3. What’s left…<br />Operational efficiencies are maximized<br />Companies have been downsized/rightsized multiple times<br />Outsourcing labour is tapped<br />Globalization of markets has been achieved<br />Media clutter is reaching its upper limits<br />Technology has created full access to information, entertainment and peer networks<br />The Customer Experience is What’s Left<br />
  4. 4. Wikibrands -<br />The new currency for<br />today’s marketplace:<br /><ul><li>Customer participation
  5. 5. Social influence
  6. 6. Digital engagement
  7. 7. Word of mouth
  8. 8. Online community
  9. 9. Grassroots marketing
  10. 10. Connected media
  11. 11. Member collaboration</li></ul>Equals<br />success in business<br />
  12. 12. Authored by <br />Sean Moffitt and Mike Dover<br />Published by McGraw-Hill (Dec, 2010) Link<br />Twitter:<br />@wikibrands<br />Facebookgroup<br />Wikibrands<br />
  13. 13. The Wikibrands Rallying Cry<br />The 12 Key Arguments for Building Your Wikibrand…Tomorrow<br />
  14. 14. I. Wikibrands Win<br />
  15. 15. “Social” is not media, tools or technology, this is about success in business:<br />Engaged brands drive value +18%<br />Non-engaged brands decrease in value -6%<br />Source: Interbrand 2009 Best Global Brand s report<br />
  16. 16. II. Customer Want<br />
  17. 17. Don’t be fooled, people want brands in their lives…just on their terms:<br />- 85% of people want companies engaging with their customers in social media<br />- 56% of people feel a stronger connection with those companies they interact with in social media<br />- Twitterers are three times more likely to embrace brands than average population<br />Source: Infogroup/ORC/Edison Research<br />
  18. 18. III. What the C-Suite Wants<br />
  19. 19. C-Suite Interest –<br />The CEO's #2 and #3 priorities are customer service and experience; advertising and promotion rank #12 and #14.<br />To quote and repurpose James Carville, social business and social media is about the customer, stupid.<br />Source: Microsoft Roundtable Study<br />
  20. 20. IV. Where Engagement<br />Now Happens <br />
  21. 21. Shifting Conversations – <br />just four years ago, 80% of online engagement happened on the originating website, now 80% happens away from the originating website.<br />Now, to be noticed and talked about, you need to reach “out there” to be relevant.<br />Source: Hubspot , 2007-2010 study<br />
  22. 22. V. Chaos<br />
  23. 23. Lack of Focus -<br />Less than half of businesses have articulated a strategy for online customer engagement.<br />78% don't have an employee policy for use of social media.<br />Source: Business.com and Manpower<br />
  24. 24. VI. A Knowledge<br />Gap<br />
  25. 25. Knowledge Gap: <br />We lag our customers at understanding the rules and tools of playing this new game.<br />71% of marketers are less/only equally familiar with the use of social media tools than their customers.<br />Source: Commotion Study<br />
  26. 26. VII. The Agency Gap<br />
  27. 27. Agencies aren't Delivering  the Goods -<br />82% of executives and managers believe their agencies need to radically transform themselves to adapt more competitively to this wikibrandworld.<br />
  28. 28. VIII. A Media Gap<br />
  29. 29. People spend 25% of media time online, it gets only 12% of the budget.<br />Online Canadians are spending 18 hours online each week (higher than TV).<br />We’re spending 82% more time on social networks than last year.<br />Source: eMarketer/Ipsos Reid/Nielsen<br />
  30. 30. IX. Key Ingredients<br />
  31. 31. A Mix of Culture, Strategy and Hard Work – in order of priority, the top 6 needs of an effective social business are:<br />- Listening Culture<br /><ul><li>Content Plan
  32. 32. A Strategic Focus
  33. 33. A Customer Focus
  34. 34. Supporting Corp. Culture
  35. 35. Measurement</li></ul>A majority of business fail in social spheres attributable to these reasons.<br />Source: Agent Wildfire, The 2010 Buzz Report<br />
  36. 36. X. Finally, A Tipping Point<br />
  37. 37. Current Relevance – <br />The top CMO initiative this year, for the first time, is investing in digital marketing programs.<br />84% expect to spend more in money and resources this year in online customer engagement programs.<br />Source: 2010 CMO Council/Agent Wildfire’s 2010 Buzz Report<br />
  38. 38. XI. Collaboration changes everything<br />Wikibrands<br />
  39. 39. Marketing has had a gift drop in their lap:<br />Marketing/brand management is the lead function in charge of customer engagement/online advocacy programs.<br />66% believe the "marketer" will become much more important within a corporation by leveraging new customer engagement strategies and tactics.<br />67% believe mass customer collaboration will radically change everything we do in marketing and sales.<br />Source: Agent Wildfire’s 2010 Buzz Report<br />
  40. 40. XII. The Value of Customer Contribution<br />
  41. 41. Fans and Evangelists can provide amazing value:<br />Advocacy – engaged customers are 82% more likely to recommend brands than customers<br />Content – 68% of people believe customer-created ads are more customer-friendly/58% believe they are more creative than agency-created ads<br />Support – self service customer and peer-to-peer forums can be 48 times cheaper than contact centres<br />Perception – 89% of people believe engaged brands are truly concerned with what they have to say<br />Source: AMA/Forrester/Communispace<br />
  42. 42. We know this world cold<br />
  43. 43. We live this stuff everyday…<br />
  44. 44. Wiki Brand Strategy/Consulting<br /> - Making Sense of a Participation Marketplace<br />Perfect For:<br /><ul><li> CEOs/COOs/CIOs
  45. 45. Head of Marketing or Communications
  46. 46. Senior company executives
  47. 47. Head of mid-sized companies/start-ups
  48. 48. Product developers
  49. 49. Heads of innovation/research/strategy
  50. 50. Change agents
  51. 51. Customer service owners</li></ul>Types of Strategy & Consulting Projects<br /><ul><li> Exec. Wikibrand Strategy Development
  52. 52. Non-Traditional, Grassroots Planning
  53. 53. Brand Story and Lingo Development
  54. 54. Social Innovation Development Programs
  55. 55. Content, Listening, Governance Infrastructure
  56. 56. Implementation Support
  57. 57. Speaking, Workshops, Coaching</li></li></ul><li>Let’s Start The Conversation…<br />Inquire: spreadtheword (at) agentwildfire.com<br />Phone: 416-255-4500 x226<br />URL: www.AgentWildfire.com<br />Blog: http://BuzzCanuck.typepad.com/<br /> www.spreadslikewildfire.com <br />Explore: The Buzz Report (e-newsletter)<br /> Signup at www.AgentWildfire.com <br />Learn: Executive WOM Seminars<br />