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

1. Wikibrands– Looking Under the Hood, What Makes Winning, Engaged Brands Tick in 2011 and Beyond October 2011ACA 360 @wikibrands Sean Moffitt @seanmoffitt

2. Impossible is Nothing…

4. Moneyball Knows… Thinking Differently “We are card counters at the blackjack table. And we're gonna turn the odds on the casino." Reframing the Game “Your goal shouldn't be to buy players. Your goal should be to buy wins. In order buy wins, you need to buys runs.”

5. 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?

6. Let’s be honest, we need to change and get better…

7. Caveat - “A Practical Guide”? “The first guy that breaks down the wall of how it's always been done always comes out the other side bloody” John Henry, Moneyball

8. So we wrote a book… Richard Florida, Best Selling Author, “A must read for business leaders” Don Tapscott, Digital pioneer and author, Wikinomics “This is an important, perhaps seminal book” Ross Mayfield, President, Socialtext “Wikibrandsoffers marketers a rich understanding of how social media can drive engagement for brands that make them true” David Smith, Global Managing Director, Accenture “The path forward presented in Wikibrands is bright, helping change the landscape in an area ready for consumer driven, open innovation."

9. Why - Wikibrands? …we hate the word “social media”

10. “Facebook is Ringo, Social Media is George, Word of Mouth is Paul, but Social Business is John” Social Business 105M Word of Mouth 55M Social Media 14M 11M

11. A Premium Brand is Now a Mark of Participation Wikibrands - A new currency on how digitally engaged brands 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

13. Grassroots marketing

14. Social influence

15. Customer participation

16. Digital engagement

17. Online community

18. Connected media

19. Member collaboration

20. Awesome customer experience

21. Distributed ContentEquals success in business

25. 10Wikibrand Success Factors for Engaged Brands (FLIRT/ MILCC models)

28. People don’t talk about average or even good stuff… “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 The 1st Law of the Social Net - Awesomeness

29. Fact - The World is Not Created Equal… Whether its business, products, services, motives, TV shows, people…. There is the “AWESOME” - 1% There is the “GOOD” - 20% There is the “BAD” - 20% There is the “UGLY” - 1%

30. What are You Talking About That’s Awesome?

31. The Law of Awesomeness Online Only 0.9% of Facebook Users have… More than 500 friends Only 1.5% of Tweet conversations… Are three levels (replies) deep

32. In a Wikibrand World - Act different, be different, think different Top 7 Things That People Talk About YOUR Brand Unique Dynamic Different Distinctive Innovative Visionary Daring Source: Y&R Brand Asset valuator

33. People engage to be social not to be your brand BFF… The 2nd Law of the Social Net - Socialness 23

35. To Connect (Facebook)

36. To Make Sense of the World (Wikipedia)

37. To Reduce Risk & Uncertainty (Amazon)

38. To Benefit Economically (eBay)

40. Me in 2011 Me in 1992 150 3500 X 12 X 170 150 X 12 2000 8000 X 500 X 170 5000 4000 X 170 X 190 800 X 40 1800 People Strength 5.4 Million People Strength

41. You really can’t fake, broker or shortcut this stuff… The 3rd Law of the Social Net - Authenticity

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

43. Top Reasons – Social Media Why Now Business Executives? #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 2011

44. Most brands fail to deliver customer wants online… The 4th Law of The Social ‘Net – Customer-Ness

45. Customer Experience Reigns - Who Knows Better Than Your Customer - 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%

46. The Modern Customer’s Key Needs - Engage Me, Excite Me, Make it Easy or Pay the Price -

47. What Your CEO Really Cares About The CEO's #2 and #3 priorities are customer service and experience; Advertising and promotion rank #12 and #14. Source: Microsoft Roundtable Study

48. Most brands are irrelevant most of the time to their customers… The 5thLaw of The Social ‘Net –Presence

49. This is a constantly shifting landscape… The average tweet lasts 12 minutes The average Facebook post lasts 80 minutes The average blog post last 1 ½ days

50. “Let the Intern Solve It” - Syndrome 53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort. 90%of executives believe their agencies need to radically transform to be more competitive in a wikibrand world. Source: SNCR/Buzz Report

51. Some of these people are not like the others… The 6thLaw of The Social ‘Net –Influence

52. You can’t chase everybody… “The suggestion that a firm merely needs to participate in a conversation is a little naive. Microsoft was mentioned 2.5 million times in the blogosphere the previous year, and we have eighty-nine thousand employees. How can you realistically be expected to operationalize a response to all of them?”

53. Influencers Make Themselves Known Online 13.8% of online population… …create 80% of the online influence posts 6.2% of online population… …create 80% of the online influence impressions

54. The 6 Types of Influencer – Find and Embrace Your Top 1000 Fans…

55. We know how to find these people now

56. Having the best software suite matters little… The 7thLaw of The Social ‘Net –Psychology

57. 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

58. What are the biggest elements to Online Word of Mouth? Tools used /platforms built? Customer Experience? Audience who participates? Incentives for referral? Great Product/Brand? Conversation Worthy Idea/Concept? Strong process? Culture/employees of a company? Creative/design used? Method of interaction?

59. Top 10 Ranked WoM 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/technology platforms built Source: WikibrandsBuzz Report

60. A Great Idea Freshii and The Social Menu

61. New digital media is just not media… The 8thLaw of The Social ‘Net –Versatility

62. Digital Media Does Not Equal Marketing Earliest Reason – Brand Perception Most Bankable – Brand Support/Service Most Lucrative – Brand Content Most Overlooked – Brand Insight Most Popular – Brand Advocacy Most Unplanned/Viral – Brand Serendipity

63. Top Reasons to use New Digital/Social Media? #1 Drive referrals/leads/members #2 Participate in a conversation/dialogue #3 Develop grassroots perception/credibility #4 Deliver awareness/buzz/publicity #5 Deliver web visitors/offline traffic Source: Wikibrands Buzz Report

64. The 4Ps have had a 60 year run, let them retire gracefully… The 9thLaw of The Social ‘Net –13Es

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

66. There is no way we should lag our international partners on this work… The 10thLaw of The Social ‘Net –49th Parallel

67. Canada is the #1 Social Nation! Ranked #1 Online penetration–79%/26.7 million Canadians online Online usage–average 43.5 hours online per month Online video– 251 videos/17.2 viewing hours per month LinkedIn usage - 15% of online Canadians use Gaming – spend 4.5 hours each week Ranked in Top 10 Social media Use– 70% use social media; ½ everyday Facebook usage–#4 worldwide/82% of online Can. Twitter usage–#6 worldwide/18% of online Can. Smartphone usage – 33% of mobile users Social media age breakdown – usage is younger-skewed but broad spread, 18-34 {86%}, 35-54 {64%}, 55+ {43%} Mobile Usage – there are 24+ million Canadian mobile subscribers . - Source: comScoreeMarketer/Ipsos Reid/Nielsen

69. Seek external advocates for their businessSource: comScoreeMarketer/Ipsos Reid/Nielsen

70. The Recipe for Success? ..10 Factors

71. #1 FOCUS – “Why are we doing this/what are we doing?”

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

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

74. 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

75. #3 LANGUAGE, CONTENT & OUTREACH “do I like this/is there enough of this/can I identify with this/do they know me?”

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

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

78. CONTENT– If the Customer is King, then Content is Queen Blog – Min. 3 posts per week - well-tagged Tweets – Min. 4 tweets per day, well spaced apart - 50/50 conversation/distribution Video – Min. 1 video per month - Embed in other things (blog, twitter, Facebook) Email – Min. 1-4 newsletter per month

79. OUTREACH – The Community Richter Scale

80. - Wikibrand Recruitment Tools - Where to Find Your 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

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

82. 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

83. 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

84. 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

85. Hmmm ….Watermark

86. Kiva – Intrinsic, Extrinsic and Explicit Rewards

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

88. 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

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

90. 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

91. The Essential 8 Away Game Tools WOM OVERVIEW: WILDFIRE 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

92. 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

93. An Awesome Home Game - Threadless

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

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

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

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

98. 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

99. Top Skills of Community Managers Leadership/charisma Diplomacy/Patience Customer/member empathy Persistence Social/Networking Communication Skills Technology Skills Passion for company/brand Change Agent Creativity Leads the lifestyle of the customer Source: Agent Wildfire 2010 Community Management Survey

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

101. 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

102. 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

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

104. Digital Media Measurement - No Silver Bullet Formula

106. Try many small testable experiments

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

109. Internally, Get Employees on the Bus…

110. The Future of Digital

111. Top 10+1 Trends To Consider 1. Mobile is Top Mover. Followed by Social Networks 6. Sacred Cow Industries – Health, Education, Energy, Banking 2. The Socialization of TV and the M-Screen 7. Social Commerce and Finance 3. Augmented Reality + QR Code Madness 8. Smarter Outdoor 4. Near/Influencer Networks 9. Partner/Purpose Driven Marketing 5. Global Individualism and Ego 10. Video (and the war over Video) 11. The Anti-Facebook?

112. Mobile #1 Highest Growth for Marketing Mobile Social Networks Branded Entertainment/Advergaming

113. #2 - Social TV – N-Screen …even TV is now Social

114. #3 – Augmented Reality

115. #4 – Near Networks/Influencer Networks

116. #5 – Global Individualism and Customization (and the end to Privacy?)

117. #6 – Sacred Cow Industries Global media industry $600 billion industry Digital Media $90 billion industry Social Media $14 billion industry Global education industry $ 2 trillion annually Global health care industry $ 4 trillion annually Global energy industry $ 6 trillion annually Global banking industry $ 7 trillion annually

118. #7 Social Commerce

119. #8 Smarter Outdoor

120. #9 - Partner/Purpose Driven marketing

121. #10 Video and The War Over Video 90% of IP Traffic and 64% of Mobile Traffic by 2013

122. Never Forget – Humans are Hard Wired Social and Influential Animals They crave things that are awesome, social, authentic and customer-driven to talk about… Some among us will talk a lot more than others..Canadians are big among these 106

123. Let’s Start The Conversation… Inquire: sean@wiki-brands.com smoffitt(at) agentwildfire.com Phone: 415-458-2818 URL: www.wiki-brands.com Blogs: http://BuzzCanuck.typepad.com/ Explore: The Buzz Report (e-newsletter) Signup at www.AgentWildfire.com Learn: Executive Seminars