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Agent Wildfire's presentation on social media, buzz, word of mouth and community - Sean Moffitt - 10 Love Principles
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© 2009 Agent Wildfire Inc.
Brand Communities, Word of Mouth & Buzz…for lovers
A Presentation By: Sean Moffitt President & Chief Evangelist
Agent Wildfire Inc.
© 2009 Agent Wildfire Inc.
it’s fresh, it’s new, it preoccupies us and everybody wants it
occasionally clumsy, nonsensical and not well understood
amazing! sometimes turns into lifelong companionship, exciting experiences or great memories – a joy to behold and experience
ouch! oftentimes turns into a short term crush or bad breakup
Social Media is like Young Love:
© 2009 Agent Wildfire Inc.
it’s maturing/ growing
it gets attention
it’s new, well-dressed
it’s connected
we like to spend time with it
it provides plus, plus benefits
and it can be cheap
Social Media – The Pretty Girl/Hunky Guy at the Ball
© 2009 Agent Wildfire Inc.
Social media are the flowers, perfume and love notes…
© 2009 Agent Wildfire Inc.
Buzz =Flirting
Word of Mouth= Dating
Community = Moving InTogether
Agent Wildfire tackles 3 types of real love
© 2009 Agent Wildfire Inc.6
“Something you Buy” “Something you Trust” “Something you Want”
“Something you Prefer” “Something you’re Attracted To ”
“Something you Participate In”
There’s a new currency on how to build business
© 2009 Agent Wildfire Inc.
Business and marketing are lagging their customers at the rules and tools of playing this new game
Question: How familiar are you with the tools of social media?
71% of marketers are less/only
equally familiar with the use of social media tools than their customers
Source: com.motion Poll
© 2009 Agent Wildfire Inc.
On social media/word of mouth: - 79% optimistic, 67% expect growth- Delivering awareness/buzz/publicity is #1- Biggest growth expected:
- Social Networks- Social Media- Mobile marketing- Customer generated content- Influencer marketing- Brand communities/networks
Source: Agent Wildfire - 2009 Buzz Report
© 2009 Agent Wildfire Inc.
The 10 Love Principles of Good Social Media
© 2009 Agent Wildfire Inc.
i) FOCUS– “Why are we
doing this/what are we doing?”
Social/member need > Company need
Objectives/Strategy > Technology
© 2009 Agent Wildfire Inc.
2) LANGUAGE“do I like this/can I identify with this?”
“It doesn’t matter what you say, if I don’t like the way you’re saying it”
James Cherkoff, Collaborate Marketing
© 2009 Agent Wildfire Inc.
3) OUTREACH
“who’s involved/where can I find you?”
• Some of these people are not like the others
• Be everywhere
© 2009 Agent Wildfire Inc.
Visual
Outreach – Not Everyone is Equal
© 2009 Agent Wildfire Inc.
Outreach - The Community Tentacles
CommunityPortal
Content Engine
Blog/RSS
SocialTargeted
Findability
Visual
Multimedia
Updates
Interesting-ness
Conversation
Collaboration
Offline
Direct
Grassroots
Outreach Badging
Aggregation
© 2009 Agent Wildfire Inc.
4) INCENTIVES &
MOTIVATIONS“what’s in it for me?”
• Explicit• Extrinsic• Intrinsic
© 2009 Agent Wildfire Inc.
5) RULES“what can/can’t I do here?”
• Experience Facilitation
• Legal & Ethical Concerns
• Employee Policies and Training
• Ownership
© 2009 Agent Wildfire Inc.
6) TOOLS & PLATFORM“how and where
does it work?”
- 5 considerations- 2 Cs/3 Ss
- The 11 Cs
© 2009 Agent Wildfire Inc.
Tools – The 11 Cs of Social Media/Community
- Communication/Content i.e.news,photo,video- Competition i.e. rewards, contests, status- Customization i.e. widgets, avatars, profiles- Conversation i.e. blogs, forums, comment - Connection i.e. messaging, integration, feeds- Community i.e. networks, groups, teams- Categorization i.e. tagging, levels, lists- Collective Wisdom i.e. rating, ranking, voting- Co-Creation/Collaboration i.e. CGM, ideas, - Contextual Extensions i.e. mobile, offline, IM- Culture building i.e. engagement, causes
© 2009 Agent Wildfire Inc.
7) COMMUNITY MANAGEMENT“who will lead the conversation?”
© 2009 Agent Wildfire Inc.
How to Avoid This…
© 2009 Agent Wildfire Inc.
Community/Brand Evangelists - Tasks
© 2009 Agent Wildfire Inc.
8) WHY PEOPLE TALK“think different, be different, make me an offer”
© 2009 Agent Wildfire Inc.
It’s because of them
It’s because of what you provide
It’s because of who you are
#1 - Passionate about the topic#2 - Logo Lovers#3 – Knowledge Seekers#4 - Social Brokers#5 – Altruism#6 – Involved/Committed#7 – Seeking Feedback#8 – Ego-driven#9 – Reciprocity Dealers#10 – Self-Expression
#11 – Social Currency #12 – Brand Experience(s)#13 – Fame#14 – VIP Treatment/Customization#15 – Scarcity#16 – Influence#17 – Intimacy#18 – Visibility#19 – Tight Boundaries#20 – Rallying Cause#21 – Rewards#22 – Expertise#23 – Bite-Sized Participation#24 – Network Effects#25 – Memes
#26 - Innovative#27 –Remarkable/ Outrageous#28 – The Best at What You Do#29 – Authentic#30 – Liberating/ Problem Solving #31 - Edgy#32 – Trustworthy#33 – Likable#34 – Easy to Talk About#35 – Ritualistic#36 - Sensory
36 Reasons Why People Buzz
© 2009 Agent Wildfire Inc.
9) METRICS, MEASUREMENT, INSIGHTS & ROI
“what do we measure and look for?”
© 2009 Agent Wildfire Inc.
Measurement by Community Objective
© 2009 Agent Wildfire Inc.
10) THE BIGGEST SINS“Don’t be that person”
© 2009 Agent Wildfire Inc.
Source: Agent Wildfire - 2009 Buzz Report
© 2009 Agent Wildfire Inc.
Running - Nike Plus Finance - PEMCOHospitality – My Starbucks Idea
B-to-B - Intuit Quickbooks Community Automotive - Ford Fiesta Method – People Against
Dirty
Tech – Dell Ideastorm eCommerce – eBay Powersellers
Fashion - Threadless
© 2009 Agent Wildfire Inc.
Custom Build Brand Community/
WOM/Social Media Program
InfluencersCampaign/Insights
Program
2 Types of Programs
© 2009 Agent Wildfire Inc.
© 2009 Agent Wildfire Inc.
Inquire: info (at) agentwildfire.com
Phone: 416-255-4500
URL: www.AgentWildfire.com
Join: www.TheInfluencers.ca Blog: http://BuzzCanuck.typepad.com/
http://www.spreadslikewildfire.com/ Explore: The Buzz Report (e-newsletter)
Signup at www.AgentWildfire.com
Learn: Executive, WOM Seminars