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Presentation to George Brown College September 22, 2011 - by Sean Moffitt, Author, Wikibrands
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- Wikibrands, Wikisports - …and other things that engage fans”
September 2011George Brown College
@wikibrandsSean Moffitt @seanmoffitt
Who Am I – Sean Moffitt
Perhaps closer to the truth….
My Personal Olympic Rings….
Sponsor/Event Cred Marketing CredGeek Cred
Sports Cred Social Cred
Agent Wildfire – Canada’s Customer Engagement Leader
Adventure. Fitness. Health. Outdoor. Play. Sport. Style . Local.
2012 – Generation Go – The Year of the Active?
Authored by Sean Moffitt and Mike Dover
Published by McGraw-Hill (Dec, 2010) Link
Twitter: @wikibrands
Facebook group: Wikibrands
Now also a Business Consultancy
Wikibrands - 2011 Booklist Business Book of the Year
Wikibrands … A Manifesto for the Future of Business
"Skate to where the
puck is going,
not to where it is."
Forget social media…
…we need social business
10
“Something you Buy” “Something you Trust” “Something you Want”
“Something you Prefer” “Something you Love”“Something you
Participate In”
There’s a new currency on how to build business…
7 Key Reasons WhyGBCers need to Wikibrand
18 Pieces of Career Advice
An Unbelievable Offer
9 EssentialThings to Know
4 Laws of The Social ‘Net
40 Superb EventResources
12 Best ExamplesIn Your Industry
And a can’t believe it offer…
12
Are You Ready To Become Buzzing,
WikibrandEvangelists?
The 4 Laws of the Social ‘Net
Awesomeness Socialness Authenticity Customer-Driven
14
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 #1 - Awesomeness
Who were #1, #2 and #3 people to fly across the Atlantic?
Only 1.5% of Tweet conversations…
Are three levels (replies) deep
Only 0.9% of Facebook Users have… More than 500 friends
The Law of Awesomeness Online
Source: Y&R Brand Asset valuator
Top 8 Differentiation
Drivers
1. Unique2. Dynamic3. Different4. Distinctive5. Innovative6. Visionary7. Daring8. Progressive
In a Wikibrand World- Act different, be different, think different
18
18
The 2nd Law of the Social Net #2 - Socialness
To Survive
To Connect
To Make Sense of the World
To Reduce Risk & Uncertainty
To Benefit Economically
To Relieve Tension
Six Core Human Instincts on Why We Talk
1800People
Strength
Me in 1992Me in 2011
150150
2000
5000
3500
8000
4000
X 12
X 12
X 500
X 190
X 170
X 170
X 170
5.4 MillionPeople
Strength
800 X 40
The 3rd Law of the Social Net #3 - Authenticity
You don’t “Do, Kill, Buy, Trade in Social”, YOU LIVE IT
MASS MARKETING
DIRECT MARKETING
SOCIAL INFLUENCE MARKETING
A Culture Change is Required
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
The 4th Law of The Social ‘Net – Customer-Driven
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%
Customer Experience ReignsWho Knows Better Than Your Customer
• iTunes, Craigslist, ZipcarsFreedom
• Nike ID, My Space, Jones Soda Customization
• Amazon, REDScrutiny
• Innocent Drinks, Vans, Trader JoesIntegrity
• John Fluevog, Wikipedia, DoritosCollaboration
• Red Bull, Axe, You TubeEntertainment
• Zara, Calvin Klein, GoogleSpeed
• Nokia, ToyotaInnovation
The Modern Customer’s Key Needs- Engage Me, Excite Me, Make it Easy or Pay the Price
Great Brands Are Like Great Sports Teams…
Turning Users, Customers andConsumers
Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters
Into True Fans, Community Members, Advocates, Ambassadors
and Evangelists
Thinktank/Sounding
Board
Scout/MysteryShopper
AdvisoryCouncil/Cause
Torchbearer
SeededAdopter/
Beta Tester
Customer
User
Consumer
Collaborator/Producer
Evangelist/Ambassador/
Advocate
CommunityMember/VIP Insider
Brand Fan
The best brands treat customers like valued fans
People Fan Brands All the Time…
- 85% of people want companies engaging with their customers in social media
- Twitterers are three times more likely to embrace brands than average population
The Wikibrands Rallying Cry
…7 Key Arguments for GBCers
I. Wikibrands Win
“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 2010 Best Global Brand s report
II. What the C-Suite Wants
C-Suite Interest – The CEO's #2 and #3 priorities are customer service and experience; advertising and promotion rank #12 and #14.
CMO’s primary objective for 2011 – improving their digital operations.
Source: Microsoft Roundtable Study
C-Suite Interest – The CEO's #2 and #3 priorities are customer service and experience; advertising and promotion rank #12 and #14.
CMO’s primary objective for 2011 – improving their digital operations.
Source: Microsoft Roundtable Study
Iii. Where Engagement
Now Happens
Shifting Conversations – just four years ago, 80% of online engagement happened on the originating website, now 80% happens away from the originating website.
Now, to be noticed and talked about, you need to reach “out there” to be relevant.
Source: Hubspot , 2007-2010 study
Media Shifts:The World is Connected and Engaged
1.5 Billion Social Networkers Globally
Facebook - 750 million, 170 friends each, 1,000+ fans per pageWikipedia – 265 million readers,. 17 million articlesTwitter – 200 million, 190 followers each (after 2 yrs)LinkedIn – 116 million, 61 friends each, 189 index on post-grad YouTube - 18 million Canadians watch/292 minutes per monthFlickr – 45 million members/5.0 billion photosFoursquare – 8 million/4 Billion check-insAmazon – 650 million users annually, $24 billion sales GroupOn – 70 million users annually, $3 billion salesQuora – 600,000 registered usersGoogle + - 25 million users,
The Big Eleven
Reason #4 – Technology Dependency and Impact
Mobile- 5 billion people have access to Mobile
Video Comes of Age- Video will represent 90% of traffic by 2015
Dependency- 36% of us would rather give up sex than the internet
Agification-Baby Boomers are the New Apped/Networked
Social as Oxygen-Spending 82% more time on social networks than they did last year
V. Chaos
Lack of Focus -Less than half of businesses have articulated a strategy for online customer engagement.
78% don't have an employee policy for use of social media.
Source: Business.com and Manpower
Knowledge Gap:
Clients lag their customers at understanding the rules and tools of playing this new game.
71% of marketers are less/only equally familiar with the use of social media tools than their customers.
Source: Commotion Study
VI. The Agency Gap
Agencies aren't Delivering the Goods - 82% of executives and managers believe their agencies need to radically transform themselves to adapt more competitively to this wikibrand world.
VII. Canada Rules
Source: eMarketer/Ipsos Reid/Nielsen
- Online penetration – Canada is #1 in the world; 79% or 26.7 million Canadians are currently online
- Online usage – Canadians spend on average 43.5 hours online per month, nearly double the worldwide average of 23 hours and 8 hours more than the 2nd place U.S.
- Social media usage – 70% of Canadians say they use social media; ½ of them visit everyday and 32% say they are using these sites even more than last year
- Social media age breakdown – usage is younger-skewed but broad spread, 18-34 {86%}, 35-54 {64%}, 55+ {43%}
- Online video – Canadians are #1 in the world (and up +37% vs. last year) – averaging 251 videos per month per user and 17.2 hours of viewing/mth.
-
Reason #7 – Canada is #1
Source: eMarketer/Ipsos Reid/Nielsen
- Facebook Usage – Canadians are #4 worldwide on Facebook – with 82% of online Canadians friending, fanning and poking
- Twitter Usage – Canadians are #6 worldwide on Twitter – 18% of online Canadians tweet
- Linkedin Usage – Canadians are #1 worldwide on LinkedIn – 15% of online Canadians use this business and career network
- Mobile Usage – there are 24+ million Canadian mobile subscribers – 33% of Canadian mobile users own a smartphone with over half of the young 18-24 segment packing at least one advanced iPod/Android/Blackberry
- Gaming – Canada is #1 in the world – spending 4.5 hours each week
- Business adoption – 90% of Canadians businesses have adopted at least some social media tools; 61% of businesses said they track what people are saying about their brand online.
Reason #7 – Canada is #1
The Recipe for Success?
..10 Factors
The FLIRT Model – A Recipe for Community Success
#1 FOCUS– “Why are we doing this/what are we doing?”
#2 - FOCUS– Four Big Axioms
Social/member needs > Company needs
The social customer has 4 seconds…
Focus > Technology
Avoid Facebook fever - Link to a core company objective
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
Nike + -Members/Customers Values/Lifestyle/Desires
#2 LANGUAGE, CONTENT & OUTREACH“do I like this/is there enough of this/can I identify with this/do they know me?”
Language - Threadless – Possibly the Most Human Site in the World
CONTENT– If the Customer is King, than 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
Profiles (LinkedIn/Facebook)- Pictures, Full Bio, Interests- Join Groups- Ask/answer questions
Outreach - lululemon – Ambassadoors who buy in
The Twittersphere of Athletes
4. INCENTIVES & MOTIVATIONS“what’s in it for me?”
63
Core BeliefBuzz and word of mouth engagement is the art of the “unexpected surprise”
5. RULES, GUIDELINES & RITUALS“what can/can’t I do here?”
• Experience Facilitation
• Legal & Ethical Concerns
• Employee Policies
• Ownership
• Support, Training and Certification
• Rituals/Customs
Rules - Kodak – Good Empowering Rules
6. TOOLS & PLATFORM“how and where does it work?” A home and away game
Have a Home and Away Game
Have a Home, Neutral and Away Game
Home:Website
BlogCommunity
Forums
Away:Social Networks
Sharing SitesOther BlogsInfluencers
Neutral:Brand Pages
Personal ProfilesRSS Feed
Facebook Connect
Some rooms you…
Play Entertain
EscapeConverse
Learn Create
The Core 10 for a Business
Tool Metaphorical Room Organizational Benefits
1. Facebook - “The Living Room” - Ubiquity, Socialness, Integration2. LinkedIn - “The Office” - BtoB, Deals, Professional Community3. Twitter - “The Front Porch” - Trends, Viralness, Launches4. Blog - “The Garden” - News, Comments, Feeds, SEO5. Community Site – “The Pool” - Fans, Deep Engagement6. YouTube - “TV Room” - Entertainment, Previews, Video7. Email Provider – “The Mailbox” - Outbound, Connecttion, Fans8. Flickr - “The Gallery” - Photos, Artists, Celebrity9. Wiki - “Workshop” - Collaboration, Fan community10. Slideshare – “The Library” - Thought leadership, Trends, Ideas
Another 14 for Being an Event Pro
Registration Directory Mobile
Tweetwall Community Organizing Live Event Blogging
Social AwarenessLocal Awareness
Streaming
Reference
Tweetups Email Audience Engagement
Social Integration
Another 10 for Being an Sports Pro & Geek
CommunitiesAthlete Tweeters
DirectoryMapping
Athlete’s Social Footprint
Registration
InfluenceSocial Dashboard Measurement
Gossip
Mint.com –Connected and Awesome Where You Are
7. COMMUNITY MANAGEMENT“who will lead the conversation?”
Biggest Bets:-Personal Relationships. Technology & tools will change over time. Innovation never stops. One thing that will never change is the need for emotional connections.
- People want to be connected to something they love. Sports teams are one of those connections. The closer the fans, teams, players, staffers get; the better.
What's the biggest effect new media and digital connections is having on MLSE?
- The ability to connect with fans like never before- Fans, Teams, Players, Staffers are now all one degree away from each other- The “payoff” is real, trusting relationships, translates into sales in the future
Jon Sinden, Manager – Social Media, MLSE
8. LIFE STAGE OF THE COMMUNITY“when do we need to adapt?”
9. METRICS, MEASUREMENT, INSIGHTS & ROI“what do we measure and look for?”
Measures Traditional , Passive Metrics Wiki Brand Active Measures
EngagementCompany Satisfaction
Am I happy vs. my expectation?Enthusiasm
Am I excited about this company?
DifferentiationEquity
What does my company stand for?
Relevance Does the company’s mission resonate with me?
ParticipationAwareness & Trial
Am I involved beyond my “day job”?
Innovation Involvement Do I get involved, attend events, answer polls, produce content, give feedback?
Customer Value/Influence
Loyalty Do I stay with my company?
AdvocacyDo I recommend my company to others? How many others?
A Different Brand Yardstick
10. CULTURE & ORGANIZATIONAL CHANGE“how will we be changed?”
THE BIGGEST SINS“Don’t be that person”
The Biggest Social Media Sins- Listening, Content and Focus
The Future?
Types of New Media Future Growth
Tech - More tablet/smartphone usage in arenas and stadiums during live sporting events.
Live Experience - Duplicating the at-home broadcast experience at the stadium with customizable replays and content available on your wireless device.
Mark Palmer, Blue Jays
Media reinvention - traditional media will need to be creative to stay competitive. They can not communicate through the same traditional ways they were used to,
Customer Intimate Reporters - Their reporters will need to re-invent themselves and accept to develop new skills. The most creative ones will be the ones customers will turn to in the future.
Louis-Philippe Dorais, Tennis Canada
Types of New Media Future Growth
Apps - I would say the biggest thing I foresee in the future are applications or programs that will connect all facets of the sports business. It would be like merging the Facebooks, the Twitters, the Foursquares and websites all in one.
Athlete Intimacy - To be able to read a story about something and be able to react to it in some way shape or form. I think we will be a lot more connected to our likes and passions. You will be able to get more in depth when it comes to following your team. Almost like living it alongside a player.
Carlos Ferreira, Argos
.
Shine The Light on Your Content DevelopersBuild Mass Media into Your Mix
San Francisico Giants - Twitter
Nike Training
Andrew Bogut’s Squad 6
Purpose Driven Marketing
Beck’s Gig Finder
Maker’s Mark Advocates
Molson Perception 2.0
Starbuck’s Insight
Pepsi Serendipity
18 Pieces of Career Advice
I. THE RESUME
“What would you consider to be the number one asset on a resume for new
hires out of school? “#1 Industry Related Work Experience 41%
#2 Track record of Accomplishments 35%
#3 Variety of interests/passions 7%
Special Sauce:Thoughtfulness, good reasons for applyingDemonstrated passion for my businessWell-researched pitch
II. GETTING IN THE DOOR…
How do the majority of new hires get made at your company? Please choose the 3 top options:
#1 Referrals#2 Internship/Coop Programs#3 Online job recruitment sites#4 Serendipity – right person, right time#5 Social/digital media awareness#6 Volunteer/collaborative involvement
Who do ya know? Get off your butt and head to events and network like crazy.
No event, pick up the phone. No phone, send an email, No email, send carrier pigeon. You get the idea… use all means enccesary to meet people and grow your network.
If you think networking is sending an email to someone you’ve never met then you are mistaken.
III. BECOMING DIGITALLY A SOMEBODY…
What social spaces should new hires be engaged in to attract positive online
attention? (max. 3 choices)
• LinkedIn 90%
• Personal Blog 69%
• Twitter 65%
* Negative stuff on Facebook
IV. THE INTERVIEW…FOR SOME DREADED
What is your biggest pet peeve with interviewing new hire job applicants?
#1 Being Unprepared
#2 Candidate Arrogance
#3 Dissing Old Employers/Managers
#4 Not Answering Questions
#5 Not Asking Questions
What question do new hire candidates "trip up" on most frequently?
#1 Why did you apply for our company?
#2 What is your biggest opportunity/weakness?
#3 What skills do you have that would make you valuable for this job?
#4 Are there any questions you have about role/company?
Please list the top 3 traits of interviewees who are consistently hired.
• Inquisitive/eclectic experience• Business savvy• Outgoing/motivated• Effort and courage to stand out from the pack• Innovative• Concise/concrete examples of skills• Thank you note/personable
What questions should the candidate be asking you during an interview: You may select more than one
answer (max. three choices).
#1 What does success look like in this role?
#2 What excites you about the company future?
#3 What does company culture feel like?
#4 What would a career direction be like for somebody taking this job?
IV. THE EVALUATION
What are the top skills you are looking for in new hires out of school? Please select your top 3.
#1 Communication skills
#2 Enthusiasm/perseverance
#3 Interpersonal skills
#4 Fit with company culture/values
#5 Creativity/Innovation
Make Your Content
Sing
• Network like crazy- build a weak tie network, get out of comfort zone
• Get social network deep - Twitter/LinkedIn/Facebook/Flickr/YouTube/Digg
• Be on Facebook, don’t be too drunk on Facebook
•Show your passion, for something – bake it into your job/internship/spare time
Career/Interviewing Advice
• Reinvent the Resume (Resume 2.0)
• Volunteer for something good
• Be vigilant on follow up
• Attend/volunteer events – MESH, CMA, Camps, Twitterbrunch, Netchange, LOKU30, Third Tuesday
Career/Interviewing Advice
• Do your Google homework
• Be comfortable with Google Analytics, Technorati, Alexa/Compete, Postrank/Radian, SEO, Tweetdeck/Hootsuite, Social Media release, RSS
• Don’t take a first job beneath you
Career/Interviewing Advice
• Meet one new senior person every month
• Take a design/web course – Adobe, Wordpress, HTML/PHP, video editing
• Negotiate for exposure with execs, but don’t be a pest
• Be different – bring a portfolio, a plan, wear something different, strike a bargain
• If failing, let it hang out, show your passion
Career/Interviewing Advice
• Stay Up to Speed• the New Web – Techcrunch, Mashable,360 Digital
Influence, Groundswell, Web Strategist• the New PR – Brian Solis, Inside PR• the New Collaboration – Wikinomics, Jeff Howe• Blogging – Problogger• the New Marketing – Seth Godin, Rohit Bhargava.
Murketing• Trends – Springwise, Trendwatching, PSFK• Alt-Marketing – Buzz Canuck, WOMMA, Church of the
Customer• Community – Forum One, Francois Gossieaux,
Wikibrands
Career/Interviewing Advice
Have you ever said to yourself, “I’ve always wanted to try that”…?
Adventure. Fitness. Health. Outdoor. Play. Sport. Style . Local.
What should we do to appeal to these people?
“Sports do not build character. They reveal it.” -Haywood Hale Broun
The Kickass Offer
http://theleagueofkickassunder30.ning.com/
Let’s Start The Conversation…
Inquire: sean@wiki-brands.comsmoffitt (at) agentwildfire.com
Phone: 416-255-4500 x226
URL: www.wiki-brands.com
Blogs: http://BuzzCanuck.typepad.com/
Explore: The Buzz Report (e-newsletter)Signup at www.AgentWildfire.com
Learn: Executive Seminars
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