Wikibrands, Wikicareers, Schulich November 2013

- Wikibrands,Wikicareers – - Brands, New Media and Finding Your Next

Job”November 2013Schulich School

@wikibrands@wikisportsnow

Sean Moffitt @seanmoffitt

Look in the digital mirror…

How many of you have 303 Facebook friends?

How many of you use check your smartphone 150 times per day?

How many of you would rather lose your sense of smell than technology?

How many of you update their LinkedIn profile regularly?

How many of you have been dumped via text message?

Who Am I – Sean Moffitt, The Matt Damon or the Leonard Nimoy of Digital?

My Street Cred….

What I’m Excited About Right Now!

Why Even Care About the Intersection of Brands, Business and Technology?

- THE MARKET NEEDS IT

- THERE IS A WRONG AND RIGHT WAY TO DO IT

- YOUR CAREER DEPENDS ON IT

2008 2012 2016*

Mobile Subscriptions s 4 Billion 6 Billion 9 billion

Mobile Data 0.1 Billion 1.5 Billion 12.45 Billion

Facebook users 0.1 Billion 1.0 Billion 1.5 Billion

Video (Internet) 654 PB/mth 16,880 PB/mth 45,280 PB/mth

Olympic – Tweets 0.2 Million 150 million 4,500 million- Athletes A Handful 2,000 10,500

* Estimates Sources: Ericcson, Cisco, ATOS, Twitter 1 PB = 250,000 DVDs

i. Digital Has Mainstreamed…

Super Bowl - 3X Bigger in Ads Than Last Year

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Wikibrands

TOP 10 TECHNOLOGY-AFFECTED INDUSTRIES OF THE NEAR FUTURE HIGHEST RANKED (% RESPONDED TOP 3 CHOICES)

#1 EDUCATION #2 ENTERTAINMENT #3 MEDIA #4 ECOMMERCE #5 HEALTH CARE

#6 RETAIL #7 FINANCE/BANKING

#8 TELECOMMUNICATIONS #10 NOT-FOR-PROFITS

#9 CONSUMER/HOUSEH

OLD GOODS

ii. Digital is Reinventing Industries

iii. CEO’s Biggest Challenges

iv. Marketing is healthy-ish Again

v. Marketing is Outsource-able

vi. So Much More than Facebook…

vii. A Core Part of The Job …

Social Media’s Future

Digital engagement is #1 value driver; 12 things to get digital right in business.

Managing your personal brand is very similar to managing your business brand

WIKICAREERS

The Power of a Network…

It is the dominant factor in obesity, smoking, loneliness, happiness, optimism, generosity, quality of

relationship and YOUR CAREER

Before we start…

ReciprocalEthicalHumanAwesomeHelpfulAuthenticSocial

The Hammurabi Code of Digital

Trivia – Top 30 Social Brands

The Recipe for Success?

..12 Factors

THE WIKIBRAND 12 FACTORS – FLIRT/MILCC Models

FocusLanguageIncentives

Ideas RulesTools

Measurement

Internalizing

Life Stage

Listening

Community Management

Culture

#1 Focus - Starting with the Y’s “Why”

Internal External

The Four F Words of Digital Marketing

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

http://www.pinterest.com/seanmoffitt/brand-manifestos/

Objectives – Vision – “Change the Face of Men’s Health”

Brand – “Bring back the retro icon of the moustache to visibly support cause”

Organizational Culture –“If it’s awesome they will use it, if it’s awesome they will talk about it.”

Movember – Energizing and Focusing a Community - -

- $125MM raised in 2011- 850k participants- 10 times more social presence- 3 times more donations, healthy amount via Facebook

#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

OUTREACH – Some of these people are not like the others

Outreach – Ford Fiesta Movement– Ambassadors who buy in

Content Quality vs. Quantity vs. Variety?

CONTENT QUALITY –Shoot it, Visualize It, Provoke It, List It, Link It, Friend It, Say It

The age of infographics…

Great Content – Kraft FoodsExtensive, Timely, Balanced, How To

CONTENT FREQUENCY – If the Customer is King, then Content is Queen

Activity per Month

Great Good Minimum

Blog Posts 30+ 12 5

Tweets 400 200 100

Facebook Posts

60 30 15

Video 8 4 1

Email 8 4 1

Mucho Burrito – Fueling Burrito Love with Content

Weekly

Seasonal

Tribal

Contextual

3. Ideas trump TechnologyGreat 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 builtSource: Wikibrands Buzz Report

Nike + -Members/Customers Values/Lifestyle/Desires

OREO – Being Agile and In Touch

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

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Core BeliefBuzz and word of mouth engagement is the art of the “unexpected surprise”

Fun & enjoyment (#1)

Three Reasons Why People Join Anything

The Feel Goods – “How do I identify with, help the community?”

The Look Goods - “How do I appear to

others?”

The Get Somethings - “What is my direct,

tangible reward?”

Recognition by company (#1) Invitation to Events (#1)

Kiva – Leveraging Intrinsic, Extrinsic and Explicit Rewards

75 employees, $250 million in loans, 1 million people in Kiva Community, 20k Lending teams, 435k on Twitter, 140k on Facebook, Number of Loans per Kiva lender 7.3

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

492013 Proprietary and Confidential Wikibrands

Q: On the governance of digital engagement tools with your employees, do you have:

GOVERNANCE - % EXISTENCE OF CONDITIONS IN PLACE*

EMPLOYEE GUIDELINES/RU

LES

63% 62%

40%

ABILITY TO ROUTESERVICE

QUESTIONS

DIGITAL TRAINING

PROGRAMS

29%22%

11%

DIGITAL CRISIS

MGMT. PLAN

ISSUE SCENARIO

ROLEPLAYING

CERTIFICATION PROGRAM

* - based on recruitment criteria, company staff profiled are likely in more sophisticated, mature digital organizations; results likely much lower in general company set

IBM Guidelines – Simple, Reasonable, Visual and Public

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

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Q: What are the biggest priority (owned, earned, paid or shared) digital platforms for your organization, is it your....(max. 3 answers):

MOST IMPORTANT DIGITAL PLATFORMS% RESPONSE – TOP 3 PLATFORMS

#1#2 #3#4 #5#6

#7#8

#9

CORPORATEWEBSITE

CORPORATEBLOG

SOCIALNETWORK

PAGESSEARCH ENGINE

OPTIMIZATION INFLUENCER/BLOGGER

OUTREACHCORPORATE EMAIL/DATA

BASEMOBILEAPPS/

WEBSITEONLINE COMMUNITIES

OF INTERESTCUSTOMER/

PARTNERCOMMUNITIES

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Q: What is your impression of the following networks in their importance to your organization ? (23 social network/social sharing options)

TOP SOCIAL NETWORKS/PLATFORMS – “MOST ESSENTIAL”RANKED - % AGREED

#2 TWITTER #3 LINKEDIN #4 YOUTUBE

#7 HOOTSUITE/TWEETDE

CK

#8 GOOGLE + #9 INSTAGRAM

#5 WORDPRESS

#10 PINTEREST

#1 FACEBOOK

#6 MOBILE APPS

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Q.: What is your impression of the following networks in their importance to your organization ? (23 social network/social sharing options)

TOP SOCIAL NETWORKS/PLATFORMS – “FASTEST MOVERS – BULLS”RANKED - % AGREED

#2 INSTAGRAM #3 MOBILE APPS #4 GOOGLE + #5 SLIDESHARE#1 PINTEREST

Mint.com –Connected and Awesome Where You Are

Home Game

Away Game

7. Measurement, Metrics and the pursuit of ROI:

There is no silver bullet to measurement

Digital Brand (vs. objective) =

Benefits – Risks----------------------

Cost

Measurement - You Need to Roll Your Own

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MEASUREMENT – TOP 10 RANKED KEY METRICS - % TRACKED IN YOUR COMPANY*

FAN/FOLLOWER

COUNTS

84% 83%

68%

TRAFFIC/CLICKS

GENERATED

BRAND CONVERSATIONS

GENERATED

60%56%

48%

BRAND ENGAGEMENT

METRICS

CONSUMER INSGHTS

GENERATED

USERCONTENT

GENERATED

* - based on recruitment criteria, company staff profiled are likely in more sophisticated, mature digital organizations; results likely much lower in general company set

POSITIVITY/QUALITY OFWORD OF MOUTH

BUSINESSIMPACT/

ROI

SALES GENERATED

CUSTOMEREXPERIENCE

RATINGS

67%61% 58%

50%

8 - Internalizing Success -Get Employees on the Bus…

Charity Water’s Employees Celebrate Their Funders on YouTube

9. Life Staging of a Connected Community

Fresh produced contentHighlight contribution

Incentives pitchedNetworked

Seeded audience

Milestone achievementUser generated contentIncentives materialized

Mass supportedExpected cycle of activity

ExpansionBroadened focus

Company culture changeSelf-governance

Tiered membership

10. LISTENING SYSTEM“what’s being said? Where are they saying it? How does that affect us? Do they know we’re listening?”

The Biggest Wikibranding Sins- Social and Digital Deafness is Tops-

Source: Agent Wildfire 2011 Buzz Report

A battery of listening tools…

Gatorade Mission Control – The NASA of Social Media Listening

11. COMMUNITY MANAGEMENT“who will lead the conversation?”

You Can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love

1. Communication 2. Content Creation 3. Company/brand evangelism4. Member/Customer support 5. Ongoing Facilitation 6. Metrics Reporting 7. Event Host 8. Community Evolution/Feature Development 9. Internal Rallying Cry 10. Community Administration 11. Member Recruitment/Crowdsourcing

Top Tasks of Community Managers

Source: Agent Wildfire 2013 Community Management Survey

- Technology & tools will change over time. Innovation never stops. One thng 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.

Jon Sinden, Manager – Social Media, MLSE

https://twitter.com/communitygurus

MASS ERA DIRECT ERA INFLUENCE/WIKIBRANDS ERA

12. Culture and Leadership A Culture Change is Required

ControlHypeDecisionsFeatures

CollaborationTransparencyDialoguePurpose

#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 2012

We want the real thing…

The CEO Topspin – The Peters and Deborahs Get It

• 82% of people trust a company more who has a CEO involved in social media

• 94% believe it leads to a better brand image

• 78% believe it leads to better communication

Source: Brandfog

ING and Marriott Leadership Leads

Are you digitally buff?

Are You Digitally Buff?

Digital Offence Content/Campaigns Social media/networks Influencer

outreach/paid media

Are You Digitally Buff?

Digital Midfield SEO/search

marketing Community

management/moderation

Mobile/Apps

Are You Digitally Buff?

Defence Metrics/Analytics Org.

Integration/Culture

User experience/design

CRM/eCommerce Hosting/platform

software

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

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

#1 Reinvent the Resume (Resume 2.0)

#2 Volunteer for something good

#3 Be vigilant on follow up

#4 Attend/volunteer events

Career/Interviewing Advice

Make Your Content

Sing

#5 Network like crazy

#6 Get social network deep - Twitter/LinkedIn/Facebook/Instagram/Tumblr or Pinterest /YouTube, Vines

#7 Be on Facebook, don’t be too drunk on Facebook

#8 Show your passion, for something

Career/Interviewing Advice

http://wiki-brands.com/?p=2855

#9 Meet one new senior person every month

#10 Take a design/web course – Adobe, Wordpress, HTML/PHP, video editing, Codeacademy, Lynda

#11 Negotiate for exposure with execs, but don’t be a pest

#12 Be different

#13 If failing, let it hang out, show your passion

Career/Interviewing Advice

#14 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 – Buzzfeed, Springwise, Trendwatching, PSFK• Alt-Marketing – Buzz Canuck, WOMMA, Church of the

Customer• Community – Forum One, Francois Gossieaux,

Wikibrands

Career/Interviewing Advice

http://wiki-brands.com/webroll/

#15 Do your Google homework

#16 Be comfortable with Google Analytics, Technorati, Alexa/Compete, Postrank/Radian, SEO, Tweetdeck/Hootsuite, Social Media release, RSS

#17 Don’t take a first job beneath you

Career/Interviewing Advice

#18 Five Core Messages

“Be Strategic”

“Get Digitally Buff”

“Stay Up to Speed”

“Get Networked”

“Be Passionate/Do Something”

EmailLinkedIn:Twitter:

Stay Connected…sean@wiki-brands.comca.linkedin.com/in/moffittsean@seanmoffitt @wikibrands