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.

1. Wikibrands - Reinventing Your Company in a Customer-Controlled Marketplace - March 31, 2011Social Media Club @wikibrands Sean Moffitt @seanmoffitt Mike Dover @doverd4s

2. Who is Sean Moffitt…. Just A Blonde Guy With a Cause Day Job – President, Agent Wildfire Night Job – Author, Wikibrands

3. Who is Mike Dover…. An All-Star with an Attitude Day Job – Managing Partner, Socialstruct Advisory Group Night Job – Author, Wikibrands

5. Social influence

6. Digital engagement

7. Word of mouth

8. Online community

9. Grassroots marketing

10. Connected media

11. Member collaborationEquals success in business

12. Our Humble Contribution - Wikibrands Published by McGraw-Hill (2011 Launch) Twitter: @wikibrands Facebookpage: Wikibrands Website: www.Wiki-Brands.com ¼ Wake up Call ¼ Strategy Guide ¼ Executional Road Map ¼ Continuing Reference

13. Our Particular Mission

14. Wikibrands – Evoking the spirit of Canada… "Skate to where the puck is going, not to where it is."

15. Let’s Have a Grown Up Conversation… The Evolution of Social 1998-2001 2002-2004 2005-2006 2009-2010 2011- ??? 2007-2008 How do we test it? How do we make it core? What is it? Should we do it?

16. Forget social media for a moment… …we need social business

17. Social media is a great tool… Global media industry $600 billion industry Digital Media $90 billion industry Social Media $14 billion industry It’s not the end game.

18. The real Wikibrands challenge… Global internet industry $ 1 trillion annually Global education industry $ 2 trillion annually Global IT and Communications $ 3 trillion annually Global health care industry $ 4 trillion annually Global energy industry $ 6 trillion annually Global banking industry $ 7 trillion annually How do we reinvent some of these industries?

19. Business and Brands still Matter…. …but…

20. A Demanding and Activist Customer Culture has Taken Over

21. 14 Are You Ready To Become Buzzing, Wikibrand Evangelists?

23. 7 Deep Thoughts – Differences from Traditional Business

24. 10 Key Things to Do It Right

26. Reason #1 – Authentic Relationship Desired #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

27. Reason #2 – The World is Connected and Engaged 1.3 Billion Social Networkers Globally Facebook - 640 million, 130 friends each, 1,000+ fans per page Wikipedia – 265 million readers, 17 million articles Twitter – 170 million, 190 followers each (after 2 yrs) LinkedIn – 101 million, 61 friends each, 189 index on post-grad YouTube - 2 billion views daily/292 minutes per month Flickr – 40 million members/5.0 billion photos Foursquare – 6 million/381 million checkins Amazon – 650 million users annually, $24 billion sales GroupOn – 35 million users annually, $500 milion sales Quora – 600,000 registered users - Spending 82% more time on social networks than they did last year

28. Reason #3 – Conversations are Elsewhere Shifting Conversations – just four years ago, 80% of online engagement happened on the originating website, Now, 80% happens away from the originating website. Today, to be noticed and talked about, you need to reach “out there” to be relevant. Source: Hubspot , 2007-2010 study

29. Reason #4 - It has to…what’s left… Operational efficiencies are maxed Downsizing/rightsizing at limits Outsourcing labour is tapped Globalization of markets is done Media clutter is here Technology is ubiquitous The Customer Experience is What’s Left

30. Reason #4 – Plus it’s what your CEO cares about (or should care about) C-Suite Interest – The CEO's #2 and #3 priorities are customer service and experience; Advertising and promotion rank #12 and #14. Source: Microsoft Roundtable Study

31. Reason #5 - Social, Participation, Engagement, Collaboration, Influence, Community = Smart Business

32. “Social” is not media, tools or technology, this is about success in business: Engaged brands drive value +18% Non-engaged brands decrease in value -6% Source: Interbrand 2009 Best Global Brand s report

33. Reason #6 – Competition is Doing It, They Just Aren’t Very Good At It 78% don't have an employee policy More than ½ of top firms don’t have a strategy 71% of marketers are less/only equally familiar w/ new media tools than their customers. Source: Commotion Study/Buzz Report

34. Reason #6 – Competition is Doing It, They Just Aren’t Very Good At It 53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort. Only 14% of companies are proactive in creating external advocates and leveraging them. 83% of executives believe their agencies need to radically transform be more competitive in a wikibrand world. Source: SNCR/Buzz Report

36. Referral/recommendation

37. Badging

38. Sales/traffic

40. Affinity

41. Empathy/respect

43. Education/ advice

44. Value-add experience

46. Corporate social responsibility

47. Galvanize employees

49. User-generated Creative

50. User-generated content

52. Beta-testing

53. Market research/polling

55. A Premium Brand is Now a Mark of Participation 1. Business and Brands Evolve, Evolution Happens More Quickly Now “Something you Want” “Something you Trust” “Something you Buy” “Something you Participate In” “Something you Prefer” “Something you Love”

56. 2. In a Wikibrand World- Act different, be different, think different Top 8 Differentiation Drivers Unique Dynamic Different Distinctive Innovative Visionary Daring Progressive Source: Y&R Brand Asset valuator

57. 3. Never Forget – Humans are Hard Wired Social Animals 32

58. 4. Brands, It’s Ok to FLIRT Top 5 Wikibrands Planning Essentials: Focus Language and Content Incentives, Motivations and Outreach Rules, Guidelines and Rituals Tool and Platforms

59. 5. Getting Engaged is Not a Fling It’s a Commitment Top 5 Wikibrands Support Elements: Culture Community Life Stage Development Internalizing Wikibrands Community Management Measurement/Metrics

60. 6. Raising a Brand, The Difference Between Raising a 4 Year Old Parenting an 18 Year Old

61. 7. The 4 Ps Become the 4Es Product Promotion Place Pricing Experience Evangelism Everyplace Exchange

62. The Recipe for Success? ..10 Factors

63. The Biggest Social Media Sins - Listening, Content and Focus

64. The FLIRT Model – A Recipe for Wikibrand Success CULTURE CULTURE

65. #1 Culture Change Required

66. Core Belief #1 - There is a big difference between “Being Social”

67. Versus “Doing Social”

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

69. Zappos – Buried in their DNA

70. Dell - From Crisis to Engagement

71. Intuit – the Visionary-Led, BtoB Community Builder

72. Lego – The Bottom Up, Community Builder

73. Hurdles?

74. Implementation Issue – Lip Service > Action The biggest obstacles that continue to exist in implementing wikibrands in your company/clients? 1. Inability to measure 40% 2. Lack of budgets 31% 3. No accepted standards/benchmarks 29% 4. Fear of loss of control 29% 5. Inability for culture to accept 25% 6. Technical skills/expertise not in place 23% Source: Agent Wildfire Buzz Report 2010

75. #2 FOCUS – “Why are we doing this/what are we doing?”

76. FOCUS– Marry All Parties’ Interests/Capabilities

77. FOCUS– Three Big Axioms Social/member needs > Company needs The social customer has 4 seconds… Focus > Technology

78. Naked Pizza – Clear Sense of Business, Brand and Culture

79. Mozilla Firefox– Building a Better Internet across every Community and Country

80. Cisco – Posing a Personal and Community-Driven Challenge

81. Campbell’s – Purpose –Driven Nourish

82. #3 LANGUAGE, CONTENT & OUTREACH “do I like this/is there enough of this/can I identify with this/do they know me?”

83. If the Customer is King, then Content is Queen 8 Rules of Great Content Expert Understanding of Target and Context (Nike) Have a Belief System and Common Voice (Vancity) Establish a Humanizing Tone (Threadless) Shine the Light on Your Users (Fiskars) Listen to People, Acknowledge What They have to Say (Whole Foods) Embrace Your Role as Ringleader, Facilitator and Expert (Dell) Demonstrate Authenticity, Humility and Transparency (The Book of Awesome) Feed and Tailor to the Personality (PEMCO)

84. Nike + -Members/Customers Values/Lifestyle/Desires

85. Vancity - Change Everything Triple Bottom Line Belief System

86. Language - Threadless – Possibly the Most Human Site in the World

87. Content - Fiskars – Crowdsourcing your Content

88. Content – PEMCO – We’re a Lot Like You…

89. Outreach - lululemon – Ambassadors who buy in

90. Outreach – Not Everyone is Equal Visual

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

92. 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

93. Intrinsic - Starbucks – Build a Better Third Place

94. 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

95. Extrinsically – Doritos – You Are The Star

96. 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

97. Explicit - Souplantation – What’s in it for Me?

98. 5. RULES, GUIDELINES & RITUALS “what can/can’t I do here?”

99. Rules - Kodak – Good Empowering Rules Experience Facilitation Legal & Ethical Concerns Employee Policies Ownership Support, Training and Certification Rituals/Customs

100. Customs/Rituals – Harley Davidson – Reinforcing the 1%

101. 6. TOOLS & PLATFORM “how and where does it work?” A home and away game

103. Cost, Resources & Time

104. Customization

105. Scalability & Usability

107. Competition i.e. rewards, contests, status

108. Customizationi.e. widgets, avatars, profiles

109. Conversationi.e. blogs, forums, comments

110. Connection i.e. messaging, integration, feeds

112. Co-Creation/Collaboration i.e. CGM, ideas, reviews

113. Contextual Extensionsi.e. mobile, offline, online, IM

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

116. Our Social House has many rooms…and keeps expanding

117. Some rooms you… Entertain Play Learn Create Escape Converse

118. …so it is with social media Buy Play Entertain Create Learn Escape Converse

119. The Core 10 for a Business Tool Metaphorical Room Organizational Benefits Facebook - “The Living Room” - Ubiquity, Socialness, Integration Twitter - “The Front Porch” - Trends, Viralness, Launches Blog - “The Garden” - News, Comments, Feeds, SEO Community Site – “The Pool” - Fans, Deep Engagement YouTube - “TV Room” - Entertainment, Previews, Video

120. Continued…The Top 10 networks Tool Metaphorical Room Organizational Benefits 6. Flickr - “Gallery” - Photos, Artists, Celebrity 7. LinkedIn - “The Office” - BtoB, Deals, Professional Community 8. Wiki - “Workshop” - Collaboration, Fan community 9 Foursquare – “Driveway” - Location-based, Novelty, Events 10. MySpace - “Basement” - Entertainment, Music, Mainstream

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

122. How to Avoid This…

123. Community/Brand Evangelists - Tasks

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

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

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

127. A Different Brand Yardstick

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

129. Zappos – Community in the DNA 94

130. Do Brands even Belong in my Social Spaces!

131. Don’t be fooled, people want social brands…they just don’t want pushy marketers - 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 - Twitterers are three times more likely to embrace brands than average population

132. The Future?

133. Types of New Media Future Growth

134. Fresh from SXSW – the Top 10 #1 Gamification #2 – Near Worlds – Group Texting #3 – Hyperlocalization #4 – Geek/Content Mashups #5 – Transmedia/Convergence #6 - Social Analytics Watchoutrs #1 Net Neutrality #2 Soullessness #3 Privacy Watch #4 The Bubble

135. Some Advice - Act different, be different, think different Top 8 Differentiation Drivers Unique Dynamic Different Distinctive Innovative Visionary Daring Progressive Source: Y&R Brand Asset valuator

136. Never Forget – Humans are Hard Wired Social Animals 101

137. In a world of no time, attention and trust…don’t play it safe or follow others There is only one thing in the world worse than being talked about, and that is not being talked about. Oscar Wilde, The Picture of Dorian Grey

138. What’s Next for Us?

139. The 11 Cs of Collaboration Our Wikibrands Tour March – US April – US/UK/Europe May – International/US West Coast June – West Coast Canada July and On – Parts Unknown? Ongoing - Wikibrand Engagements/Bootcamps/Keynotes Invite us into your neighborhood! 104

141. April – Community Platforms

142. May – Not for Profit Socializing

143. May – Community Management

144. June – What’s Next – The Buzz Report

145. June – Wikibrand Awards105

146. Published by McGraw-Hill (Jan, 2011) Twitter: @wikibrands Facebookpage and 6 other social extensions Become an ambassador Contact us: smoffitt@agentwildfire.com mike@mikedover.com

147. Let’s Start The Conversation… Inquire: smoffitt (at) agentwildfire.com @seanmoffitt Phone: 416-255-4500 URL: www.AgentWildfire.com Blogs: http://BuzzCanuck.typepad.com/ www.spreadslikewildfire.com Explore: The Buzz Report (e-newsletter) Signup at www.AgentWildfire.com Learn: Executive WOM Seminars