Sean Moffitt presentation at Internet Hungary - Hungary's largest internet-focused conference. Udvoozoljuk Kanadabol.

1. Wikibrands - Reinventing Your Company in a Customer-Driven Marketplace - October, 2011Internet Hungary @wikibrands Sean Moffitt @seanmoffitt

2. What’s with these marketing/tech authors?

3. Who is Sean Moffitt…. Just A Blonde Guy With a Cause Bad US Soccer Perception Bad Chefs Bad Spies Bad Marketing and Digital Practice Bad British Cuisine Bad Bay Area Hoods Bad Secrets

5. Being Open

6. Acting Globally

7. Sharing2006

9. Online Community

10. Social Technologies

11. Brand Collaboration___________________ “Digital Participation Wins” 2011

12. Wikibrands – A Practical Guide for Reinventing Business - What? A study of top 100 engaged brands and business How? A 10 step roadmap for business success in digital spaces

13. Let’s Have a Grown Up Conversation… The Evolution of Engagement/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?

14. A Premium Brand is Now a Mark of Participation Wikibrands - There’s a new currency on how to build business… “Something you Want” 1950 “Something you Trust” 1910 “Something you Buy” 1850 “Something you Participate In” 2011 “Something you Prefer” 1980 “Something you Love” 2000

15. Stand Up and be Counted… Who here participates in new/digital/social media? Keep Standing if: - You want your digital efforts to be AWESOME -You want your customers to RAVE about you - You have currently achieved AWESOMENESS and RAVING LUNACY via your digital media?

17. 6 Benefits to Wikibranding

18. The 10 Things to Get Right

19. FLIRT Model – Building It

20. MILC Model – Maintaining It

21. Culture – Supporting It

23. Paradox #1 - Forget social media… …we need social business

24. An Exciting Array of New Connected Media Buy Play Entertain Create Learn Escape Converse

25. But technology and tools are less than 20% of the deal “The diffusion of innovation is based more on sociology and psychology than on technology.” Everett Rogers, 1962- The Diffusion of Innovations

26. A Genuine Culture Change is Required SOCIAL INFLUENCE/ WIKIBRAND MARKETING MASS MARKETING DIRECT MARKETING Control Hype Decisions Features Collaboration Transparency Dialogue Purpose

27. 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.

28. The real Wikibrands challenge… 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?

29. “Facebook is Ringo, Social Media is George, Word of Mouth is Paul, but Social Business is John”

30. Paradox #2 – Business talks a good game… …but only in the long term

31. Not a Crisis of Faith – Of course this will happen but… “Wikibrandmarketing influence (social, mobile, word of mouth) will overtake traditional media influence within the next decade” 69% strongly agree/agree “A company's customer advocacy leader needs to be a frequent and very active participant in the social networking space” 91% strongly agree/agree Source: Buzz Report

32. Customer Experience Reigns - The Executive Suite is Out of Touch - Executives who believe the Customer Experience is the new battleground - 95% Executives who believe they are delivering a positive customer experience - 80% CUSTOMERS WHO AGREE - 8%

33. A Crisis of Action …Not on my shift ½ of top firms don’t have a strategy to tap the benefits of new/social media 78% don't have an employee policy for use of new/social media 53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort. Source: Commotion Study/Buzz Report

34. And a Crisis of Knowledge 71% of marketers are less/only equally familiar w/ new media tools than their customers. Only 14% of companies are proactive in creating external advocates and leveraging them. 90%of executives believe their agencies need to radically transform be more competitive in a wikibrand world. Source: SNCR/Buzz Report

35. An Encouraging Silver Lining – Wikibranding Why Now Business Executives? #1 The Need for Authenticity and Transparency #2 The rise of social networks #3 Increasing role of wireless/mobile #4 Customers/people waning attention spans #5 Media fragmentation Agent Wildfire -The Buzz Report 2011

36. Paradox #3 – Brands have never had less control… …yet never been more important

37. A Demanding and Activist Customer Culture has Taken Over

38. But Brands Matter …yes, more than ever in 2011

39. Forget Marketing’s 4Ps… Embrace the Wikibrand 13Es Mission Drivers Would you recommend my brand to a friend or colleague? Advanced Drivers Effiliation Experience Premium Drivers Equity Ennovative Entimate Entertainment Basic Drivers Education Entegrity Exposed Exchange Esthetics Company-driven User-driven

42. Referral/recommendation

43. Badging

44. Sales/traffic

46. Affinity

47. Empathy/respect

49. User-generated Creative

50. User-generated content

52. Beta-testing

53. Market research/polling

55. Education/ advice

56. Value-add experience

58. Corporate social responsibility

59. Galvanize employees

61. The Recipe for Success? ..10 Factors

62. #1 FOCUS – “Why are we doing this/what are we doing?”

63. FOCUS– The 4 Legs of the Wikibrands Strategy Couch

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

65. 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/platforms built*

66. 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

67. #2 LANGUAGE, CONTENT & OUTREACH “do I like this/is there enough of this/can I identify with this/do they know me?”

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

69. “Social Media can make you suck in more places, faster, and louder than before” Anonymous Bank CMO

70. LANGUAGE – If you wouldn’t say it in real life to a friend, don’t say it on the social web

71. CONTENT FREQUENCY- It may be cheap, but this is not a part time job The average tweet lasts 12 minutes The average Facebook post lasts 80 minutes The average blog post last 1 ½ days

72. CONTENT FREQUENCY – If the Customer is King, then Content is Queen Blog – Min. 3 posts per week - well-tagged Tweets – Min. 4 tweets per day - 50/50 conversation/distribution Video – Min. 1 video per month - Embed in other channels Email – Min. 1-4 newsletter per month

73. CONTENT IMPACT – Act Different, Think Different, Be Different “You have to check this out” Drivers Unique Dynamic Different Distinctive Innovative Visionary Daring Progressive

74. OUTREACH – The Community Richter Scale Do you know who your top 1,000 fans are?

75. Outreach Award- lululemon – Ambassadors who buy in

76. - Wikibrand Recruitment Tools - Where to Find Your Best Fans Employees Twitter (or other microblogging platform) Facebook Discussion Forums Traditional PR Dedicated Community Portal Conversion of website visitors Blogger Outreach Source: Agent Wildfire 2010 Community Management Survey

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

78. 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

79. 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

80. 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

81. Kiva – Intrinsic, Extrinsic and Explicit Rewards

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

83. 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

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

85. Have a Home, Neutral and Away Game Away: Social Networks Sharing Sites Other Blogs Influencers Neutral: Brand Pages Personal Profiles RSS Feed Facebook Connect Home: Website Blog Community Forums

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

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

88. An Awesome Home Game - Threadless

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

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

91. You can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love

92. Community Managers – The Social Web’s Best Party Host

93. Top Tasks of Community Managers Communication Content Creation Company/brand evangelism Member/Customer support Ongoing Facilitation Metrics Reporting Event Host Community Evolution/Feature Development Internal Rallying Cry Community Administration Member Recruitment/Crowdsourcing Source: Agent Wildfire 2010 Community Management Survey

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

95. 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

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

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

98. Digital Media Measurement - No Silver Bullet Formula

100. Try many small testable experiments

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

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

104. Internally, Get Employees on the Bus…

105. Some takeaway messages

106. Brands, It’s Ok to FLIRT Focus Language, Content and Outreach Incentives, and Motivations Rules, Guidelines and Rituals Tool and Platforms

107. 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

108. 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

109. Never Forget – Humans are Hard Wired Social Animals 81

110. If Lubricants, Scissors and Insurance Can Do It, So Can You

111. Koszonomszepen…Wikibrands Twitter: @wikibrands Contact us: sean@wiki-brands.com @seanmoffitt