Brand Management, how valuable in the Digital Age?
Presentation at ESCP Europe campus Madrid.
An open discussion about the role of Brand and Brand Management in the Digital Age.
This document discusses innovation in the social economy. It begins by defining the social economy as globally interconnected individuals and businesses leveraging social tools to achieve mutual goals. It then discusses various innovation models and tools that can be used in the social economy, including models focused on profit, networks, customers, and education. The document also provides tips for how to innovate, such as building collaborative workspaces and rewarding failures. Finally, it discusses how education is changing in the social economy, such as through flipped classrooms and new models of online learning.
Management consulting involves advising clients on business challenges. Consultants conduct research, analysis, and make recommendations to clients. Common challenges include restructuring business units, determining which branches to close, or developing new strategies. While clients benefit from an outside perspective, some see consultants as arrogant or creating unnecessary work. Effective consulting requires understanding the client's business and priorities, as well as involving client team members throughout the process. The dynamic business environment drives demand for consultants to help companies address new challenges.
The document provides an overview of social media strategies for small businesses. It discusses several major social media platforms including LinkedIn, Facebook, and Twitter. For each platform, it highlights key statistics about user bases and ways small businesses can benefit from using the platforms. The overall document serves to educate small business owners on incorporating social media into their marketing strategies.
This presentation looks at how branding has changed over the last 30 years, and what the next era of branding will bring. It looks at how Web 2.0 will affect destination branding, using Croatia tourism as a hypothetical example, complete with suggested strategies and tactices
Brand Management, how valuable in the Digital Age?
Presentation at ESCP Europe campus Madrid.
An open discussion about the role of Brand and Brand Management in the Digital Age.
This document discusses innovation in the social economy. It begins by defining the social economy as globally interconnected individuals and businesses leveraging social tools to achieve mutual goals. It then discusses various innovation models and tools that can be used in the social economy, including models focused on profit, networks, customers, and education. The document also provides tips for how to innovate, such as building collaborative workspaces and rewarding failures. Finally, it discusses how education is changing in the social economy, such as through flipped classrooms and new models of online learning.
Management consulting involves advising clients on business challenges. Consultants conduct research, analysis, and make recommendations to clients. Common challenges include restructuring business units, determining which branches to close, or developing new strategies. While clients benefit from an outside perspective, some see consultants as arrogant or creating unnecessary work. Effective consulting requires understanding the client's business and priorities, as well as involving client team members throughout the process. The dynamic business environment drives demand for consultants to help companies address new challenges.
The document provides an overview of social media strategies for small businesses. It discusses several major social media platforms including LinkedIn, Facebook, and Twitter. For each platform, it highlights key statistics about user bases and ways small businesses can benefit from using the platforms. The overall document serves to educate small business owners on incorporating social media into their marketing strategies.
This presentation looks at how branding has changed over the last 30 years, and what the next era of branding will bring. It looks at how Web 2.0 will affect destination branding, using Croatia tourism as a hypothetical example, complete with suggested strategies and tactices
Social Media Marketing for the Architectural IndustryIngrid Ricks
This document provides an overview of social media marketing. It discusses how social media usage has grown faster than email usage. Popular social networks like Facebook, Twitter, and LinkedIn are outlined. Social media marketing is defined as using social networks to share company information, interact with customers, and spread word about new products and events. Reasons why social media is important for marketing are given. A six step plan for a successful social media program is then outlined, including having a plan, leveraging relevant networks, starting a blog, advertising social networks, promoting through social networks, and staying engaged. Examples of architecture firms using social media are also provided. The document concludes with discussing getting started with social media marketing.
Audience intelligence: Winning the War of Brand Relevance with Audience Inte...Stukent Inc.
Michael Brito from Zeno Group presents actionable tips on how to use social data to: Deliver more impactful storytelling,
Prioritize media relations, Produce more targeted and strategic paid media Identify, & activate audience & influencers
1. The document summarizes research on the social brand experience from both marketer and consumer perspectives, finding that consumers want more engagement, experiences, and rewards from brands on social media than brands currently provide.
2. Consumers are open, engaged, demanding, loyal, and willing advocates for brands they love, but have high expectations that brands often fail to meet, such as fast and helpful support.
3. Brands that provide more engaging experiences, opportunities for consumer connection, and special rewards and status will gain advantage over competitors in attracting consumer loyalty and support through social media.
Michael Brito discussed how businesses should think like media companies by focusing on creating relevant and recent content. As consumers lives are unpredictable, businesses need owned, earned, and paid media strategies to be present everywhere. A social business strategy can help businesses collaborate internally and externally to create value for all stakeholders. Businesses should define their brand pillars and narratives to determine the right content, platforms, and distribution frequency.
A World Cafe event put on by the African SAP User Group (www.twitter.com/afsug) where we discussed the digital landscape in South Africa and the effect of Social Media on Business and CRM.
From Social Media to Social Business - Marketing in the 'Social Age'Stefan Pfeiffer
Presentation on how Marketing needs to change in the 'Social Age' from Mass Marketing to 1:1 Marketing taking in particular Social Channels and behaviors into consideration. A bit of a focus on Healthcare due to the fact, that this was presented for one of our Healthcare customers.
(Graham Brown mobileYouth) How to Youthsource like FordGraham Brown
Download it:
Graham Brown of mobileYouth
Under the stewardship of ex Scion COO Jim Farley, Ford has focused on redefining the marketing and product development of the Fiesta. By combining these two often disparate company functions Ford has created a robust Youthsourcing model that challenges traditional concepts of innovation and engagement.
DMA 2009 iDirect presentation Stan Rapp & Tim SutherTim Suther
This document summarizes a presentation about iDirect marketing. It discusses four fundamentals of iDirect marketing: 1) data is the new black and knowing customer value, 2) optimization requires a 360 degree customer view, 3) the confluence of insight and media, and 4) accountability and execution. Examples are given of how iDirect marketing has increased revenue and reduced costs for companies. The presentation concludes by outlining 10 ideas for an iDirect mindset to increase business results.
Emerging Portfolio Trends presentation given at the Art Institute of Atlanta on April 18, 2011 "As digital trends advance and emerge how should a design portfolio visually communicate ideas & information?" All the work (Images and videos) appearing on this presentation are the property of their respective owners.
Digital technologies have enabled unprecedented levels of self-expression and sharing online. While this presents opportunities for brands to engage, many consumers do not want direct engagement with brands on social media. To be effective online, brands must understand consumer motivations and add value through digital interactions in a way that is invited rather than intrusive. By developing compelling content and participatory campaigns, brands can tap into consumers' desire to connect and share, amplifying their messaging through advocates in an organic way. However, brands also need to acknowledge the power of consumer comments and reviews, both positive and negative, and work to maintain engaged online communities.
Digital Marketing for Financial Services WorkshopH2 Central
For those in financial services who market primarily by wholesaling and B2B, the new mix of digital media can seem especially perplexing – how does a company profit from large-scale social media if its business is almost entirely along more direct B2B lines? Can more traditional means – such as e-mail marketing – still be profitable and, if so, how?
CFA Institute Wealth Management Conference 2013April Rudin
Here are my slides from my recent presentation on Digital Strategies In The HNW Financial Advisory Practice. Here is a link to my live presentation: http://new.livestream.com/livecfa/Rudin
iDirect is the confluence of digital and direct marketing. It is interactive, information-driven, insightful, innovative and iterative. This presentation highlights the imperative for iDirect and its 4 fundamental tenets.
The document discusses trends forecast by Landor Associates for 2009. It covers trends in several areas including the troubled global economy, digital media, post-Olympic China, real estate development in Dubai, financial services, and mergers and acquisitions. In each section, it outlines what can be expected in 2009, which brands may stand out, and implications for brands. The document contains expert opinions from Landor Associates directors on key trends and issues facing brands.
This document discusses navigating the changing customer landscape. It outlines 5 major shifts impacting customers: 1) demographic shifts like population growth and aging, 2) technological innovations increasing speed, connectivity and data capture, 3) globalization resulting in more diverse languages and markets, 4) saturation of marketing channels reducing impact, and 5) brands experiencing less control and needing to focus on experiences, trust and transparency over logos. Success requires understanding these changes and how they impact customer mindsets at each stage from awareness to evangelism.
Creating a social media strategy for a tourism business | Block 1: Basics of ...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 1: Basics of online marketing
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
This document discusses the changing consumer landscape and how marketing must adapt. It notes that today's Consumer 2.0 is emotional, interconnected, and trusts word-of-mouth over ads. This represents a shift away from the efficient, rational Consumer 1.0 of the past. The document recommends engaging customers on their own terms through an ongoing dialogue on social media. It also emphasizes the importance of brand advocates and mobilizing existing customers through social communities and mobile applications. Location-based services and contextual marketing are presented as ways to provide more relevant experiences to consumers.
YGDA Advance Teaser Deck - Connecting for Global GoodSean Moffitt
An advance preview of need, vision, goals and elements of the YMCA Global Digital Accelerator program - Venture Pitch and Workshop to be convened November 11th and 12th in Melbourne, Australia at the World Urban Network conference
Social Media Marketing for the Architectural IndustryIngrid Ricks
This document provides an overview of social media marketing. It discusses how social media usage has grown faster than email usage. Popular social networks like Facebook, Twitter, and LinkedIn are outlined. Social media marketing is defined as using social networks to share company information, interact with customers, and spread word about new products and events. Reasons why social media is important for marketing are given. A six step plan for a successful social media program is then outlined, including having a plan, leveraging relevant networks, starting a blog, advertising social networks, promoting through social networks, and staying engaged. Examples of architecture firms using social media are also provided. The document concludes with discussing getting started with social media marketing.
Audience intelligence: Winning the War of Brand Relevance with Audience Inte...Stukent Inc.
Michael Brito from Zeno Group presents actionable tips on how to use social data to: Deliver more impactful storytelling,
Prioritize media relations, Produce more targeted and strategic paid media Identify, & activate audience & influencers
1. The document summarizes research on the social brand experience from both marketer and consumer perspectives, finding that consumers want more engagement, experiences, and rewards from brands on social media than brands currently provide.
2. Consumers are open, engaged, demanding, loyal, and willing advocates for brands they love, but have high expectations that brands often fail to meet, such as fast and helpful support.
3. Brands that provide more engaging experiences, opportunities for consumer connection, and special rewards and status will gain advantage over competitors in attracting consumer loyalty and support through social media.
Michael Brito discussed how businesses should think like media companies by focusing on creating relevant and recent content. As consumers lives are unpredictable, businesses need owned, earned, and paid media strategies to be present everywhere. A social business strategy can help businesses collaborate internally and externally to create value for all stakeholders. Businesses should define their brand pillars and narratives to determine the right content, platforms, and distribution frequency.
A World Cafe event put on by the African SAP User Group (www.twitter.com/afsug) where we discussed the digital landscape in South Africa and the effect of Social Media on Business and CRM.
From Social Media to Social Business - Marketing in the 'Social Age'Stefan Pfeiffer
Presentation on how Marketing needs to change in the 'Social Age' from Mass Marketing to 1:1 Marketing taking in particular Social Channels and behaviors into consideration. A bit of a focus on Healthcare due to the fact, that this was presented for one of our Healthcare customers.
(Graham Brown mobileYouth) How to Youthsource like FordGraham Brown
Download it:
Graham Brown of mobileYouth
Under the stewardship of ex Scion COO Jim Farley, Ford has focused on redefining the marketing and product development of the Fiesta. By combining these two often disparate company functions Ford has created a robust Youthsourcing model that challenges traditional concepts of innovation and engagement.
DMA 2009 iDirect presentation Stan Rapp & Tim SutherTim Suther
This document summarizes a presentation about iDirect marketing. It discusses four fundamentals of iDirect marketing: 1) data is the new black and knowing customer value, 2) optimization requires a 360 degree customer view, 3) the confluence of insight and media, and 4) accountability and execution. Examples are given of how iDirect marketing has increased revenue and reduced costs for companies. The presentation concludes by outlining 10 ideas for an iDirect mindset to increase business results.
Emerging Portfolio Trends presentation given at the Art Institute of Atlanta on April 18, 2011 "As digital trends advance and emerge how should a design portfolio visually communicate ideas & information?" All the work (Images and videos) appearing on this presentation are the property of their respective owners.
Digital technologies have enabled unprecedented levels of self-expression and sharing online. While this presents opportunities for brands to engage, many consumers do not want direct engagement with brands on social media. To be effective online, brands must understand consumer motivations and add value through digital interactions in a way that is invited rather than intrusive. By developing compelling content and participatory campaigns, brands can tap into consumers' desire to connect and share, amplifying their messaging through advocates in an organic way. However, brands also need to acknowledge the power of consumer comments and reviews, both positive and negative, and work to maintain engaged online communities.
Digital Marketing for Financial Services WorkshopH2 Central
For those in financial services who market primarily by wholesaling and B2B, the new mix of digital media can seem especially perplexing – how does a company profit from large-scale social media if its business is almost entirely along more direct B2B lines? Can more traditional means – such as e-mail marketing – still be profitable and, if so, how?
CFA Institute Wealth Management Conference 2013April Rudin
Here are my slides from my recent presentation on Digital Strategies In The HNW Financial Advisory Practice. Here is a link to my live presentation: http://new.livestream.com/livecfa/Rudin
iDirect is the confluence of digital and direct marketing. It is interactive, information-driven, insightful, innovative and iterative. This presentation highlights the imperative for iDirect and its 4 fundamental tenets.
The document discusses trends forecast by Landor Associates for 2009. It covers trends in several areas including the troubled global economy, digital media, post-Olympic China, real estate development in Dubai, financial services, and mergers and acquisitions. In each section, it outlines what can be expected in 2009, which brands may stand out, and implications for brands. The document contains expert opinions from Landor Associates directors on key trends and issues facing brands.
This document discusses navigating the changing customer landscape. It outlines 5 major shifts impacting customers: 1) demographic shifts like population growth and aging, 2) technological innovations increasing speed, connectivity and data capture, 3) globalization resulting in more diverse languages and markets, 4) saturation of marketing channels reducing impact, and 5) brands experiencing less control and needing to focus on experiences, trust and transparency over logos. Success requires understanding these changes and how they impact customer mindsets at each stage from awareness to evangelism.
Creating a social media strategy for a tourism business | Block 1: Basics of ...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 1: Basics of online marketing
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
This document discusses the changing consumer landscape and how marketing must adapt. It notes that today's Consumer 2.0 is emotional, interconnected, and trusts word-of-mouth over ads. This represents a shift away from the efficient, rational Consumer 1.0 of the past. The document recommends engaging customers on their own terms through an ongoing dialogue on social media. It also emphasizes the importance of brand advocates and mobilizing existing customers through social communities and mobile applications. Location-based services and contextual marketing are presented as ways to provide more relevant experiences to consumers.
YGDA Advance Teaser Deck - Connecting for Global GoodSean Moffitt
An advance preview of need, vision, goals and elements of the YMCA Global Digital Accelerator program - Venture Pitch and Workshop to be convened November 11th and 12th in Melbourne, Australia at the World Urban Network conference
Crowdweek Europe Summit - Global Trends and Crowdsourcing Pulsecheck 2014Sean Moffitt
This document summarizes the key findings of the 2014 Global Crowdsourcing Pulse Check survey. It finds that crowdsourcing is growing substantially and expected to continue growing in popularity over the next few years. Several industries like healthcare, manufacturing and education are seen as most likely to be disrupted by crowdsourcing. While crowdsourcing faces some challenges around intellectual property and commitment, most believe that with better management and curation of crowdsourcing efforts these issues can be addressed. There is also a seen need for more sharing of best practices in crowdsourcing.
The 2013 Buzz Report (advance teaser)- Digital Trends, Life, Culture and Mark...Sean Moffitt
Our 4th annual seminal research report asking all the interesting and tough questions about tracking, managing and populating digital life, business, culture and the marketplace
Join one of our webinars... http://wiki-brands.com/the-4th-annual-buzz-report-insights-are-in/
From Mass to Grass Word of Mouth Conference - Chair Intro Slides (Agent Wildf...Sean Moffitt
The document discusses word of mouth marketing and its importance. It notes that word of mouth, whether organic or amplified, can powerfully influence customers and business growth. However, many companies spend less than 5% of their budget on word of mouth initiatives despite its outsized impact. The document aims to convince marketers to embrace word of mouth strategies and overcome common myths about its potential.
This document discusses Wikibrands and how to mobilize communities around causes. It begins by introducing Sean Moffitt, the president of Agent Wildfire, and Wikibrands, a book and website about customer participation being the new business currency. It then discusses some of the challenges of Wikibranding, including company culture and lack of skills. It argues that Wikibranding is important now due to shifts in media and technology. It outlines six key benefits of Wikibranding for causes, including marketing, PR, customer service, and content creation. It discusses ten key factors for Wikibrand success, including culture change, focus, language and storytelling, incentives, rules and rituals, and tools. Overall
This document discusses the concept of "wikibrands" and how companies can reinvent themselves in today's customer-controlled marketplace. It outlines 10 factors for wikibrand success: 1) requiring a culture change, 2) having a clear focus, 3) using the right language, content and outreach, 4) providing incentives and motivations, 5) establishing rules and rituals, 6) choosing the right tools and platforms, 7) managing communities well, 8) adapting to the community's life stage, 9) using proper metrics and 10) facilitating organizational change. Companies are encouraged to engage with customers through social media to build advocacy, perception, support, serendipity, content, insight and ultimately success in business.
Social Business - Why Change is Imperative, Who’s Getting It Right, How They...Sean Moffitt
The document discusses social business and the importance of change. It outlines four laws of the connected internet: awesomeness, socialness, authenticity, and being customer-driven. Great engaged brands connect through visual content, communities, and transparency. To succeed, companies must strategize engagement through a FLIRT model, maintain wikibrands, and avoid digital deafness. The future will be shaped by trends in personalization and thought leadership.
This document discusses how brands can reinvent themselves in today's customer-controlled marketplace by becoming "wikibrands" that focus on customer participation, social influence, and digital engagement. It outlines 10 factors for success as a wikibrand, including culture change, focus, language/content/outreach, incentives/motivations, and metrics/measurement. The document promotes the book "Wikibrands" and offers contact information for the authors to discuss becoming a wikibrand.
This document discusses how companies can reinvent themselves by becoming "wikibrands" that engage customers in an active participatory role. It argues that a premium brand is now defined by customer participation rather than just purchases. To succeed as a wikibrand, companies must embrace social business practices, have an activist customer culture, and find ways for customers to participate beyond just buying products. The document outlines six benefits of becoming a wikibrand, including increased brand advocacy, perception, support, serendipity, content, and insights. It also provides 10 factors for success, such as having the right culture, focus, language/content/outreach, incentives/motivations, rules/guidelines, and tools/platforms
Wikibrands - Looking Under the Hood, What Makes Winning, Engaged Brands Tick ...Sean Moffitt
Keynote presentation by Sean Moffitt of Wikibrands at ACA360 conference - October 6, 2011 (Association of Canadian Advertisers) - also at www.wiki-brands.com
Key chapters;
- 10 Immutable Laws/Inconvenient Truths
- 10 Wikibrand Success Factors
- 10 Smart Bets on the Futiure
Social Media monthly book club hosted authors of Wikibrands, Sean Moffitt and Mike Dover for a webinar on Thursday, March 31st to discuss insights from their newly published title and participated in Q&A from the audience.
This document discusses how personalized recommendations can increase sales through social commerce. It outlines that social media is exploding in online commerce and that a multi-channel strategy is necessary. Personalized recommendations are a key part of social commerce by anticipating customer needs, personalizing experiences, and energizing shopping. The document then describes ZSL's SmartPrise social commerce solution and recommendation engine that can provide personalized recommendations across websites and mobile apps to increase sales and acquire new customers. It concludes by proposing next steps for interested businesses.
Social India - Wikibrands PresentationSean Moffitt
This document summarizes a presentation about reinventing companies in a customer-driven marketplace through wikibranding. It discusses three paradoxes businesses face: forgetting social media for social business, talking about digital participation but not being good at it, and having less control over brands yet brands being more important. It outlines six big benefits of wikibranding for advocacy, perception, content, insight, support, and serendipity. It also provides a 10-step roadmap for wikibrand success and emphasizes that technology is less than 20% of the effort - a genuine culture change is required for businesses to truly participate and collaborate with customers.
This document discusses wikibrands, which are brands that engage customers through participation and social media. It provides 10 factors for success with wikibranding: 1) requiring a culture change, 2) focusing efforts, 3) using appropriate language and content outreach, 4) providing incentives and motivations for participation, 5) establishing rules and rituals, 6) choosing tools and platforms, 7) managing communities, 8) adapting to the life stage of the community, 9) using metrics and measurement, and 10) internalizing the change throughout the organization. The document emphasizes that wikibranding requires a shift to more collaborative and authentic engagement with customers.
This document discusses the rise of social media and its impact on communication and branding. It notes that 75% of U.S. adult internet users use social technology, Twitter has grown over 3,000% in the past year, and 120,000 blogs are launched daily. It emphasizes that brands must now engage in social media as consumers expect companies to be present and interact with them online. It advises companies to listen to what is being said about their brand, engage authentically with fans and customers, and continuously monitor social media to understand their online reputation and conversations.
The document summarizes a presentation by Sean Moffitt on building brands in today's social media landscape. Some key points from the presentation include:
- Brands must engage customers through social media and online communities to build advocacy and remain relevant. Successful brand communities provide value and incentives for members.
- Metrics like member engagement, traffic, new registrations, and referrals are important for measuring community success, but the objectives of the community should guide the metrics.
- Building a brand in social media requires changes to company culture and a focus on listening to customers and empowering them as advocates and collaborators.
Presentation to be delivered at the 'Meet the Buyer' Conference, Glasgow June 10th - http://www.sdpscotland.co.uk/events/events-list/meet-the-buyer.aspx
Presentation by Sean Moffitt of Agent Wildfire from SMC Seattle's 9/29 event. Uses case studies of brands successfully using social media along with trends in community engagement, and stats on the impact social media makes on a company's bottom line.
The document discusses the potential of social media for B2B marketers. It defines social media as "media with a social component where anyone can add to it." It outlines different types of social media including publishing, sharing, and networking platforms. The document notes that social media allows everyone to connect globally and that it is an important tool for research, customer service, and brand awareness for businesses. It recommends marketers experiment with social media but also consider defining their brand, identifying relevant platforms, and designating spokespeople.
Qantas Grounding Takes Off in Social MediaiGo2 Pty Ltd
When Qantas Airways grounded its fleet in a dispute with unions it ultimately effected 110,000 travelers world-wide. The event caused a social media storm, and we track some of that in this analysis. The question is now, will Qantas step up to the plate and transform itself from a social brand into a social business in order to help it's recovery?
LinkedIn at 15: From A to Z, the 26 Need-to-Knows on the World’s Business Pro...Sean Moffitt
On its 15th anniversary, we thought we would deep dive into the blue depths of LinkedIn and profile its growth, revenue, where it performs best, best practices, content drivers, interesting stats and quirks. All 26 wrinkles to how the world's biggest professional networks works. Benefit & enjoy.
Wikibrands 2018 Focus - Futureproofing & Transformation Sean Moffitt
Not an agency, not a consultancy, not a software co. just the world's best futureproofing and disruption trailblazers led by Sean Moffitt & Mike Dover.
CEOs talk to consultancies. CIOs talk to technology companies. CMOs talk to agencies. Strategists talk to research firms, Business and organizational change can't be this tribalized.
Wikibrands' imperative, raison d'être, direction, assets, 3 benefits and 15 types of client engagements enclosed . www.wiki-brands.com @wikibrands
What's up, what's down and what's next with customers, marketplaces and cultures - a full rundown of the macrotrends, customer metatrends, fast-changing shifts and how to lead through these changes by Wikibrands
The Chief Digital Officer (CDO) - The New Business Transformation LeaderSean Moffitt
This document discusses the rise of the Chief Digital Officer (CDO) role. It notes that CDO is the third most sought-after C-level position, and that the percentage of companies undergoing digital transformations will more than double by 2020. The objectives are to provide rationale for the rise of CDOs, share best practices of successful CDOs, and forecast the future evolution of the CDO role and its implications. The document is presented by Precog Digital, a consultancy focused on digital maturity and transformations.
Defining the Crowd Economy - Overviewing the Top 14 Segments of Crowd, Sharin...Sean Moffitt
Pioneering work on classifying, studying, tracking and codifying the fast growing crowd economy - so much more beyond Uber, Airbnb and Kickstarter -- part of the presentation series from precog Digital, CSW2 and Sean Moffitt
The Buzz Report - Tapping the Zeitgeist of Digital Culture, Marketplace and T...Sean Moffitt
This document provides an overview of a presentation on anticipating industry disruption. It notes that over half of executives anticipate massive disruption in their industries in the next year. The presentation aims to decode trends driving business changes, share statistical shifts and expert insights on changes, and furnish strategies and opportunities. It uses a framework including a trends report, expert viewpoints, opportunities analysis, and industry implications mapping to explore changes and futureproof organizations.
Once Upon a Company Time - The Science and Art of Storytelling in a Digital AgeSean Moffitt
This document provides an overview of a presentation on the importance and art of storytelling for businesses. It notes that 73% of people would rather hear stories from businesses than be sold to directly. The presentation aims to inspire audiences on the need for organizational storytelling, educate on effective storytelling techniques, and provide tools to help audiences develop their own stories. It will cover topics like the attributes of great stories, storytelling formats, and keeping stories engaging in the digital age. The presentation will be delivered by Sean Moffitt, managing director of Precog and WikiBrands, and will provide a customized, credible, and practical experience for attendees.
Wikibrands/CSW2's Sean Moffitt delivers messaging and new research for the crowd economy at CSW Venice - H-Farm Ventures #cswvenice - crowdsourcing, open innovation, crowdfunding, sharing economy, p2p, online communities, mass collaboration, crowd labour/creativity, citizen engagement, crowd causes, social business, customer co-creation, crowd intelligence, crowd currencies
OPMA Health Care Trends Wikibrands Presentation (Harvestfest)Sean Moffitt
Keynote delivered by Sean Moffitt, Managing Director - Wikibrands November 6th, 2014 in Toronto to the OPMA
Key messages:
- Marketers are winning
- Welcome to the Impact Age
- Top Ten Trends affecting Health Care
- The Seven Changing Role of the Marketing Organization
- Health Care Customer Experience - You No Longer Are in the Business of Selling Pills
- 10 Drivers of Health Care
- 11 Pieces of Advice on Regulatory and Privacy Issues
The document discusses trends in content marketing for 2015, highlighting 7 key trends: content will become more social, visual, personalized, hyper-connected, automated, immersive, and data-driven. It emphasizes that companies need to adapt quickly to keep up with changing consumer behaviors and new technologies. Content must become more customer-centric, integrated across platforms, and focus on telling compelling stories to engage audiences.
YGDA - YMCA Digital Accelerator - Top 20 CEO QUESTIONS & ANSWERSSean Moffitt
This document summarizes questions and answers from a workshop with 50+ CEOs about the rollout of the YMCA Global Digital Accelerator and its primary venture, a Global Youth Leader Network. It discusses questions around planning, accessibility, branding, target groups, customer needs, digital presence, logistics and more. The responses provide details on taking a mixed top-down and bottom-up approach, ensuring multilingual and universal accessibility, developing appropriate branding tied to YMCA values, targeting youth generally not just YMCA members, addressing needs for connectivity and impact, housing the platform separately from existing social networks, and plans for supporting a large global network.
Wikicauses (YGDA) - Top 100+ Causeworthy Digital InspirationsSean Moffitt
The document provides a list of top 100+ not-for-profit inspirations, technologies, websites and apps. It is organized into 14 categories with the top organizations, platforms and digital initiatives listed in each category. The categories include youth-targeted digital causes, fundraising challenges, activism websites, social entrepreneurship startups, crowdsourcing initiatives, and mobile apps. Key criteria for inclusion on the list are factors like user experience, engagement, design, content, fundraising success, and traffic generation.
Crowdsourcing Week - Sean Moffitt Opening KeynoteSean Moffitt
Wikibrands' Managing Director Sean Moffitt provides opening keynote and remarks for the first-ever Crowdsourcing Week conference in Singapore (June'13)
Leading Digital Influencer Programs: 2013 (Wikibrands)Sean Moffitt
Wikibrands' Sean Moffitt profiles the top influencer programs for 2013, some general thoughts about Influencers and requests for any additions to the list
The document outlines 4 venture ideas for a YMCA Global Digital Accelerator pitch meeting. The ideas are: 1) A "Vitamin Y" global mobile app to connect members through activities, fundraising and sharing. 2) A "Y Gen" social network for youth leaders to collaborate, fundraise and gain recognition. 3) A "Y I'm Here" inspiring video platform showcasing YMCA stories and successes. 4) A "Y Heroes" documentary series and program celebrating everyday heroes identified and supported by the YMCA. Timelines, budgets, and key features of each idea are presented, and feedback from executives is sought through a survey.
This document outlines ideas for global digital initiatives to engage YMCA youth leaders. It describes potential features of a YMCA mobile app, a social network for youth leaders, and an inspiring video series. Key ideas discussed include a location finder, activity tracking/badges, fundraising, networking with experts, and sharing stories through user-submitted videos. Feedback from youth ambassadors is sought on features, names, and ways to make the initiatives compelling.
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
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Wikibrands SMB Ottawa
1. 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
3. Obstacle #1 –
There are 45,000 social
media experts online right
now
4. 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
5. 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
6. Obstacle #2 –
If you have a profile on
Facebook, you have an
opinion…
7. Just A Blonde Guy With a Cause
…Authenticity, Passion, Storytelling
8. 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
9. Obstacle #3 –
The Cluetrain has left the
station…organizations,
businesses and brands
don’t belong in social
media
19. 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
21. 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
22. 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
23. 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
24. Wikibrands – personal brands and social
phenomena are great; but we want to know how
social media affects these people?
26. 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
31. 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
32. 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
43. Online Canadians are
spending 18 hours online
each week (higher than TV)
We’re spending 82% more
time on social networks than
last year
44. 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
45. 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
47. ⌧ Canadian Marketers plan
on spending more/less in
2010:
More
Less
Newspaper 5%
32%
Radio 5%
33%
TV 4%
37%
Magazines 3%
39%
48. 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
51. 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?
53. 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
70. 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
71. 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
72. 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
76. 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.
87. LIFE STAGE OF THE COMMUNITY
“when do we need to adapt?”
88. 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
90. 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%
94. 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
95. Key takeaways
-Business and brands do belong
- 6 Potential benefits/reasons why
- Create a Wikibrand culture
- Listen
- Remember to FLIRT
- Resource for sustainability – MILC
96. -McGraw-Hill
(Dec, 2010)
@wikibrands
Facebook group
Blog, Wiki, Tour
and Awards to
follow
97. 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/