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

@linkedin

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