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Keynote presentation delivered by Sean Moffitt at the LinkedIn May 15th, 2012.
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Social Business: Why Change is Imperative,Who’s Getting It Right, How They are Doing It and Where Is It All Headed
LinkedIn TorontoMay 15th, 2012
The Jason Bourne of Business + Digital/Social + Marketing + Innovation
#intoronto#wikibrands
@seanmoffitt@wikibrands
http://www.linkedin.com/company/1337http://www.linkedin.com/in/moffittsean
Pithy Motivational Thought #1:
Pithy Motivational Thought #2:
Pithy Motivational Thought #3:
Pithy Motivational Thought #4:
Stand Up and be Counted…Who are the Kings & Queens of LinkedIn?
Stand Up (and keep standing) If:
You found your spouse/partner off LinkedIn?
You’ve hired more than 10+ people via LinkedIn?
You have won business via a LinkedIn colleague?
You have found your job through LinkedIn?
You have over 200 colleagues on LinkedIn?
“It is not the strongest of the species that survive, nor the most intelligent,
but the one most responsive to change.”
Charles Darwin
“In a connected world, power shifts to those best able to connect.” Dov Seidman
The Power of a Network…
It is the dominant factor in obesity, smoking, loneliness, happiness, optimism and generosity
and your career
New Media Needs To Grow Up…
1998-2001 2002-2004 2005-2006 2007-2008 2009-2011 2012- ???
What is it? Should we do it?
How do we test it?
How do wemake it core?
The Evolution of Engagement/Social
The Golden Circle
#1 The World is a Blur
Change is Affecting Every Sector
The world is a blur…products and cameras.
The world is a blur…politics
The world is a blur…labour markets
The world is a blur …technology
The world is a blur …media
The world is a blur …razors
The world is a blur …socialization of everything
The average lifespan of a company is 15 years and dropping quickly…
The average amount of jobs you will have by 42 is ten.
Life expectancy is now 81 years old.
Source: US Department of Labour/Yale S&P Study/StatsCan
We need to get comfortable with change…
#1 The Four Laws of the Connected Internet
Awesomeness Socialness Authenticity Customer-ness
27
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 Connected Net #1 - Awesomeness
Fact - The World is Not Created Equal…
Whether its business, products, services, restaurants, TV shows, people….
There is the “AWESOME” - 1%
There is the “GOOD” - 20%
There is the “MEH” ~60%
There is the “BAD” - 20%
There is the “UGLY” - 1%
Only 1.5% of Tweet conversations go…
Two levels (replies) deep
Only 14% of your Facebook posts ever … Receive comments
The Law of Awesomeness Online
Source: Compete
Only 5.0% of Linked Users have…
1,000+ contacts
Source: Y&R Brand Asset valuator
Top 7 Attributes That Make People Talk:
1. Unique2. Dynamic3. Different4. Distinctive5. Innovative6. Visionary7. Daring
In an attention-starved world- Act different, be different, think different
31
31
The 2nd Law of the Social Net #2 - Socialness
To SurviveLinkedIn Jobs
To ConnectLinkedIn People
Search/Groups/Inbox To Make Sense of the World
LinkedIn Q&A/Slideshare To Reduce Risk & Uncertainty
LinkedIn Company Buzz To Benefit Economically
LinkedIn Skills/Hiring Solutions To Relieve Tension
Reading List/My Travel
Six Human Instincts Why We Talk
1800People
Strength
Me in the 90’sMe in 2012
150150
5000
5000
4500
12000
4000
X 12
X 12
X 500
X 190
X 170
X 170
X 170
8.0 MillionPeople +Strength
1000 X 40
The 3rd Law of the Social Net #3 - Authenticity
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 2011
The CEO Topspin – The Peters and Deborahs Get It
• 82% of people trust a company more who has a CEO who is involved in social media
• 94% believe it leads to a better brand image
• 78% believe it leads to better communication
Source: Brandfog
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
The New Gen Y BenhavioursMillenn
ials Older
“Interactions on social networks are as meaningful as real life”
129 Index
82 Index
Heavily influenced by peers on purchases
70% 46%
Find out about noteworthy stuff via Facebook/text first
66% 23%
Check smartphone 5+ times per hour
37% 24%
Source: Gfk Mediamark/BCG/comScore/Abacus/iPass
#3 Living in the Age of Influence and Connection
Strong social content requiring discipline, focus passion and humility
The Four F Words of Digital Media
Get Found
Get Fame
Get Fans
Get Feedback
- Search Engine Exposure/Traffic- Awareness/recognition- Visibility- Market education
- Dialogue & Conversation- Ideas and innovation- Competitive Intelligence- Reviews/ratings/ testing
- Improved Perception/PR- Grassroots credibility/affinity- Pass along/viralness - Thought leadership
- Leads/Revenues/Funding- Online community/ambassadors- Word of mouth/referral- User generated content/support
In the Trenches – the 7 Golden Rules of SocialBe:
ReciprocalEthicalHumanAwesomeHelpfulAuthenticSocial
It’s The Way You Do It
#4 Great Engaged BrandsVisual Credit: Wetpaint
IBM, Mississippi State and SamsungConnected Media Awesomeness
UFC and Lululemon Connected Media Socialness
ING & John Henry Bikes, Connected Media Authenticity
”Full time social cat onsite promoting and most importantly building great content. Just like bikes! #Livetoride. Thanks my man...ride on.”
Nike+ Community Connected Media Customer-Driven
Kiva/Movember Connected Media Donor Driven
#5 Great Engaged Employment Brands
Brains on Fire – A Tribe of Transparent Believers
FreshbooksThe Passion Open Book
EMCThe Community Corporate
#6 Strategize For SuccessTHE FLIRT MODEL
WIKIBRANDS
6 Social Business Key Wins
Earliest Reason – Brand Perception
Most Bankable – Brand Support/Talent
Most Lucrative – Brand Content
Most Overlooked – Brand Insight
Most Popular – Brand Advocacy
Most Unplanned/Viral – Brand Serendipity
Get FLIRT y
• Focus
• Language/Content
• Incentives/Outreach
• Rules/Guidelines/Training
• Tools and Platforms
Roadmap for Building a Wikibrand
Evangelism(promotion)
EscapeEffiliation
Experience(product)
Exchange(price)
Equity Entimate
EstheticsEntegrity Exposed
(place)Education
EnnovativeEntertainment
Company-driven User-driven
Basic Drivers
AdvancedDrivers
PremiumDrivers
MissionDrivers
Forget Marketing’s 4Ps…Embrace the Wikibrand 13Es
Would you recommend my brand to a friend or colleague?
Well would you?
Content Quality vs. Quantity vs. Variety
#7.Keeping The Fires Lit MILCC IS GOOD
• Measurement/Monitoring/Insight
• Internalizing Success
• Life Stage Management
• Community Management
• Culture Change
Roadmap for Maintain a Wikibrand
There is no silver bullet to measurement
The Jeremy Lin ROI Measurement Axiom - The more you use it, the more you prove it
The 11 Cs of Creating Community
101 Broadcast- Communication/Content i.e. photo/video/albums/news- Competition i.e. rewards, contests, status- Customization i.e. widgets, avatars, profiles- Conversation i.e. blogs, forums, comments
201 Interaction- Connection i.e. messaging, integration, feeds- Community i.e. social networks, groups, teams- Categorization i.e. tagging, sections, levels, lists- Collective Wisdom i.e. rating, ranking, voting, polls
301 Collaboration/Core Altering - Co-Creation i.e. CGM, ideas, reviews- Contextual Extensions i.e. mobile, offline, online, IM- Culture building i.e. recruitment, engagement, causes
8. Avoiding The Big Sins of Becoming a
Social Business
Digital Deafness, Muteness, Directionless, Soullessness and Blindness are biggest sins
Source: Agent Wildfire 2010 Buzz Report
Source: Agent Wildfire Buzz Report 2011
9. The Future
“Baseball thinking is medieval, they are asking all the wrong questions…
Using stats to reread them, we'll find the value of players that nobody else can see. Because everyone else in baseball under values them. Like an island of misfit toys.”
The Top 13 Trends That Will Change Your Digital Life
The Top 13 Trends That Will Change Your Digital Life
10. Let’s Get Personal
Be The Thoughtleader Where Your Audience Lives
Make Your Content Sing
Harness Your 5, 50 and 500 NetworkMentors/Collaborators (5)
Top Professional Peers (50)
Vested Colleagues (500)
Plus the Full Social Network
Never Pass Up a Chance to Meet and Eat
EmailLinkedIn:Twitter:
Q&A sean@wiki-brands.comca.linkedin.com/in/moffittsean@seanmoffitt @wikibrands
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