Wikibrands
- Reinventing Your
Business in a Customer-
Controlled Marketplace
Sean Moffitt @SeanMoffitt A Presentation to:
Ottawa, Ontario SMB Ottawa
June 2, 2010
www.agentwildfire.com

So What The Heck Do I Know?

Obstacle #1 –
There are 45,000 social
media experts online right
now

Instead, we studied the best…
- Interview 50 top
global experts
- Study of 100 of the
most engaged
businesses/brands
- Part of a
multimillion study
with Don Tapscott

We went cross industry for insight …
Finance- American Hospitality –
Running - Nike Plus Express Starbucks
B-to-B Travel –
- Intuit Automotive - Camp Jeep Starwood Hotels
Tech – Dell ecommerce – eBay Startup - Freshbooks

Obstacle #2 –
If you have a profile on
Facebook, you have an
opinion…

Just A Blonde Guy With a Cause
…Authenticity, Passion, Storytelling

We built some verifiable proof
- 2nd annual report
-Survey of 300
Canadian
marketers, media
and executives
-30 questions on
new media,
technology and
customer culture

Obstacle #3 –
The Cluetrain has left the
station…organizations,
businesses and brands
don’t belong in social
media

Social Media = Smart Business

“The Sensitive New Age
Social Media” Religion Type

“The Never in a Million Years
Traditionalist” Religion

Key Point - You Don’t Have to Choose
Sides, Social Media is not a Religion

Caveat - There is a difference
between “Being social”

Versus “Doing Social”

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

Wikibrands: Culture

Let’s get started…

Wikinomics - 2007 Don Tapscott
“How Mass Collaboration Changes Everything”
-Openness
- Peering
- Sharing
- Globalness
Wikibrands - 2010 Sean Moffitt and Mike Dover
“How Customer Participation Changes Business”
- Online community and content
- Customer engagement and brand experience
- Social influence, buzz and word of mouth
- Peer to peer media and technology

Business and Brands still Matter….
…but…

7 Fundamental Changes are Occurring
in How We Build Great Business
• Shifts in media
• Shifts in brand drivers*
• Shifts in customer needs
• Shifts in technology
• Shifts in demographics
• Shifts in business models
• Shifts in economy

One highlight – what used to build brands and
business is not what builds them now
Top 8
Top 8 Value Differentiation
Desirability Drivers Drivers
- High Quality - Unique
- Trustworthy - Dynamic
- Good Value - Different
- Reliable - Distinctive
- Original - Innovative
- Simple - Visionary
- Fun - Daring
- Leader - Progressive
Source: Y&R Brand Asset valuator

There’s a new currency on how to build business
“Something you Buy” “Something you Trust” “Something you Want”
“Something you
“Something you Prefer” “Something you Love” Participate In”
23

Wikibrands – personal brands and social
phenomena are great; but we want to know how
social media affects these people?

Why Now?
- Business Use of Social Media-

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

½ Dozen Reasons Why This is
Important?

#1 -
Engaged brands are
winning.

Engaged
Brand Value
+18%
Non-
Engaged
Brand Value
-6%
Interbrand 2010 Top Global Brand report

#2 – Social Media = Many
Benefits

Brand Advocacy (Marketing)
- Word of mouth
- Referral/recommendation
- Badging
- Sales/traffic
- Reduction in media budgets
Brand Perception (PR)
- Awareness/exposure/SEO
- Affinity
- Empathy/respect
- Lead industry conversation

Brand Support (Customer
service)
- Customer service
- Education/ advice
- Value-add experience
- Lead industry conversation
Brand Serendipity (HR)
- Stories/Inspiration
- Corporate social responsibility
- Galvanize employees
- Traditional media interest

Brand Content
(Media/Customer Experience)
- Co-innovation/solutions
- User-generated Creative
- User-generated content
- Reviews/ratings
Brand Insight (Research
and Innovation)
- Idea stimulus
- Beta-testing
- Market research/polling
- Industry/competitive intelligence

Maker’s Mark Advocates

Molson in the Community

Doritos Content

Starbuck’s Insight

Whole Foods Support

Pepsi Serendipity

The Top Reasons Why
Canadian Business Use
Social Media Now

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

#3 – It’s Where Your
Audience Lives

Online Canadians are
spending 18 hours online
each week (higher than TV)
We’re spending 82% more
time on social networks than
last year

Scale – 14,252,000 Canadians
Engagement – ½ log on everyday
Age - 37% are over 35 years old
Associations - 500,000 pages/5.3 billion fans
Purchasers - 53% female
Connected - Average 130 friends

Scale – 3,000,000 Canadians (est.)
Followers – 190 followers each (after 2 yrs)
Influence - 0.7% of audience are followed
by 1000+ users
Experts -10% of audience is posting 90%
of tweets

#4 – It will Keep Growing

⌧ Canadian Marketers plan
on spending more/less in
2010:
More
Less
Newspaper 5%
32%
Radio 5%
33%
TV 4%
37%
Magazines 3%
39%

Ching Ching $$$
There is a solid industry business case
79% of firms will be
increasing
investment in Web
2.0 technologies;
only 6% will
decrease.
Source: Gartner, Sept 2009

Types of New Media Future Growth

#5 – We’re Not Very Good
at It

Business and marketing are lagging their
customers
71% of marketers
are less/only
equally familiar with
the use of social
media tools than
their customers
Question: How familiar are you with the tools of social media?

#6 – Your Customers
Want It

85% of people want
companies engaging
with their customers
in social media
56% of people feel a
stronger connection
with those companies
they interact with in
social media

The Recipe for Success?
Technology? Design? Funding?

The Biggest Social Media Sins
- Listening, Content and Focus

The FLIRT Model – A Recipe for Community Success

FOCUS
– “Why are we doing this/what are we doing?”

FOCUS– Marry All Parties’ Interests/Capabilities

FOCUS– Two Big Axioms
Social/member needs > Company needs
Focus > Technology

Nike + -Members/Customers Values/Lifestyle/Desires

LANGUAGE & OUTREACH
“do I like this/can I identify with this?”

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

Outreach - The Community Tentacles
Interesting- Social
ness Targeted
Conversation
Findability
Collaboration Content Engine
Visual
Community
Offline Portal
Aggregation
Direct Blog/RSS
Multimedia
Grassroots
Updates
Outreach Badging

Outreach – Not Everyone is Equal
Visual

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

25 Community Incentives - Intrinsic
“How do I identify with, help the community”
• Better life/supporting cause
• Challenge/competition
• Creativity
• Fun & enjoyment
• Group effort/achievement
• Learning
• Satisfying curiosity
• Wanting to make a better product
• Meet people of similar interests

25 Community Incentives - Extrinsic
“How do I appear to others?”
• Ability to join VIP circle
• Access to exclusive channels
• Access to exclusive resources
• Chance for wider Fame
• Recognition (peer & company)
• Reputation building
• Recognition by company
• Reputation by peers

25 Community Incentives - Explicit
“What is my direct, tangible reward?”
• Customer service
• Information/advice
• 3rd party incentives
• Customized/personalized
treatment
• Cash rewards
• Non-monetary rewards
• Discounts
• Invitation to Events
• Points accumulation

Souplantation
45,000 Facebook fans, 12,000 twitterers

RULES
“what can/can’t I do here?”

Rules
• Experience
Facilitation
• Legal & Ethical
Concerns
• Employee Policies
• Ownership

Coca Cola’s 10 Social Media Rules
1) Be Certified in the Social Media
Certification Program.
2) Follow our Code of Business
Conduct and all other Company policies.
3) Be mindful that you are representing the
Company.
4) Fully disclose your affiliation with the
Company.
5) Keep records.
6) When in doubt, do not post.
7) Give credit where credit is due and don’t
violate others’ rights.
8) Be responsible to your work.
9) Remember that your local posts can
have global significance.
10) Know that the Internet is permanent.

TOOLS & PLATFORM
“how and where does it work?”

Platform Choice - Criteria
- Type of Software/Language
- Cost & Time
- Customization
- Scalability & Usability
- Security & Ownership

Platform Choices

COMMUNITY MANAGEMENT
“who will lead the conversation?”

How to Avoid This…

Community/Brand Evangelists - Tasks

The Hero Community Manager – Nature Valley

The Collective Effort - Kashi

The Outsourced Effort – Philadelphia Cream Cheese

LIFE STAGE OF THE COMMUNITY
“when do we need to adapt?”

The Life Stage of Social Media/Community
Milestone achievement
User generated content
Incentives materialized
Mass supported
Expansion
Expected cycle of activity
Broadened focus
Company culture change
Self-governance
Tiered membership
Fresh produced content
Highlight contribution
Incentives pitched
Networked
Seeded audience

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

The Most Popular Community Metrics
- Traffic Pattern & Statistics - 75%
- Community Member Engagement - 74%
- Unique Number of Visitors - 72%
- New Member Registration - 70%
- Member Satisfaction - 59%
- Provide Feedback/Ideation for R&D - 49%
- Number of Referrals by Members - 33%
- Transition Lurkers into Active Members - 29%
- Impact of community on revenue - 27%
- Mentions of Organization or Brand on other
Community Sites - 27%

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

Why aren’t we doing this? And succeeding?

Implementation Issue – Lip Service > Action
The biggest obstacles that continue to exist
in implementing Wikibrands/social media in
your company/clients?
1. Lack of Budgets 32%
2. Inability for company culture to accept 26%
3. Technical skills required to implement 24%
4. Inability to measure 23%
5. Fear of loss of control 21%
Source: Agent Wildfire Buzz Report 2009/10

Key takeaways
-Business and brands do belong
- 6 Potential benefits/reasons why
- Create a Wikibrand culture
- Listen
- Remember to FLIRT
- Resource for sustainability – MILC

-McGraw-Hill
(Dec, 2010)
@wikibrands
Facebook group
Blog, Wiki, Tour
and Awards to
follow

Let’s Start Your Next Brand Conversation…
Inquire: spreadtheword (at) agentwildfire.com
Phone: 416-255-4500
URL: www.AgentWildfire.com
Book: @wikibrands
Blogs: http://BuzzCanuck.typepad.com/
http://www.spreadslikewildfire.com/