Wikibrands/WikiSponsorships - Managing Your

Properties in a Fan-Driven Marketplace -

April 2011Sponsorship Marketing Council

@wikibrandsSean Moffitt @seanmoffitt

Who is Sean Moffitt….Just A Blonde Guy With a Cause

Day Job – President, Agent Wilidfire

Weekends, Chief Sherpa, Generation Go

Night Job – Author, Agent Wildfire

Published by McGraw-Hill (2011 Launch)

Twitter: @wikibrands

Facebook page: Wikibrands

Website: www.Wiki-Brands.com

¼ Wake up Call¼ Strategy Guide

¼ Executional Road Map¼ Continuing Reference

Our Humble Contribution - Wikibrands

Forget social media…

…we need social business

Wikibrands - The new currency for today’s marketplace:

- Customer participation- Social influence- Digital engagement- Word of mouth- Online community- Grassroots marketing- Connected media- Member collaboration- Awesome content

Equalssuccess in business

We searched far and wide to come up with a fresh argument for social business

Wikibrands – A Business Manifesto Made in Canada…

"Skate to where the puck

is going, not to where it

is."

Great Brands Are Like Great Sports Teams…

Turning Users, Customers andConsumers

Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters

Into 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

What if you treated customers like fans?

In the Year 3000…bold prediction

“YouTube, Twitter and Facebook will merge and be an uber social network

“YouTwitFace”

11

Are You Ready

To Become Buzzing,

Wikibrand

Evangelists?

The Tug of the Crowd

The Challenge Today

- The Current Environment

- Powerful Benefits/Examples

- 10 Essentials for Being Not Just Good but Awesome FLIRT Model

- 25 Things to Take Back to the Office

- Q & A

The Awesome – Leo Messi

The Bad – NY Islanders

Why Now?The 9 arguments for WikibrandingSocial/Collaboration/Engagement

Reason #1 – Business/Brand CultureBusiness Needs to Get Genuine

#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

“Something you Buy” “Something you Trust” “Something you Want”

“Something you Prefer” “Something you Love”“Something you

Participate In”

A Premium Brand is Now a Mark of ParticipationReason #1 – Business/Brand Culture

Participation is the New Brand Currency

1.3 Billion Social Networkers Globally

Facebook - 640 million, 130 friends each, 1,000+ fans per page

Wikipedia – 265 million readers. 17 million articles

Twitter – 190 million, 190 followers each (after 2 yrs)

LinkedIn – 101 million, 61 friends each, 189 index on post-grad

YouTube - 18 million Canadians watch/292 minutes per month

Flickr – 45 million members/5.0 billion photos

Foursquare – 6 million/381 million checkins

Amazon – 650 million users annually, $24 billion sales

GroupOn – 35 million users annually, $500 milion sales

Quora – 600,000 registered users

- Spending 82% more time on social networks than they did last year

Reason #2 – Media ShiftsThe World is Connected and Engaged

Reason #2 – Media ShiftsBusiness is Out Of Step

How we spend our media time:

43% TV

25% Internet

16% Radio

8% Mobile

5% Newspaper

3% Magazine

How business spends their media money:

43% TV

19% Internet

11% Radio

0.5% Mobile

5% Newspaper

3% Magazine

Reason #3 - Customer ExperienceCustomers are in the Driver’s Seat

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%

Reason #3 - Customer ExperienceWho Knows Better Than Your Customer

Reason #4 – Technology ImpactAnd They Told 385 People and So On

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

Connection- Facebook 130 Friends- Twitter 190 Followers- LinkedIn 65 Colleagues

• iTunes, Craigslist, Zipcars

Freedom

• Nike ID, My Space, Jones Soda

Customization

• Amazon, RED

Scrutiny

• Innocent Drinks, Vans, Trader Joes

Integrity

• John Fluevog, Wikipedia, Doritos

Collaboration

• Red Bull, Axe, You Tube

Entertainment

• Zara, Calvin Klein, Google

Speed

• Nokia, Toyota

Innovation

Reason #5 - Generational InfluenceAn Activist Customer Culture has Taken Over

Reason #6 – Marketing ChallengesBrands Need To Get Noticed and Talked About

Top 8 Value Desirability Drivers

- High Quality- Trustworthy- Good Value- Reliable- Original- Simple- Fun- Leader

Source: Y&R Brand Asset valuator

Top 8 Differentiation Drivers

- Unique- Dynamic- Different- Distinctive- Innovative- Visionary- Daring- Progressive

Food Brands 12Beverages 10Fashion Brands 9Websites/Networks 6Entertainment Brands 6Sports Brands 4Tech/Games 4

The top 50 Facebook Brands

One caveat – Brands and their Properties Have Never been More Important

71% of marketers are less/only equally familiar w/ new media tools than their customers.

Source: Commotion Study/Buzz Report

Reason #7 – Competitive AdvantageBe The First To Do Social Well

78% don't have an employee policy

More than ½ of top firms don’t have a strategy

Musicians/Singers 35Actors 11Talk Show Hosts 8Websites 8Sports 8News Groups 7Web Personality 7Famous for being Famous 5Politics /Politicians 3Brands 1

The Top 100 Twitter Brands

Source: SNCR/Buzz Report

83% of executives believe their agencies need to radically transform be more competitive in a wikibrand world.

Reason #7 – Competitive Advantage Staff Up For The Opportunity

53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort.

Only 14% of companies are proactive in creating external advocates and leveraging them.

C-Suite Interest –The CEO's #2 and #3 priorities are customer service and experience;

Advertising and promotion rank #12 and #14.

Source: Microsoft Roundtable Study

Reason #8 – Economic ReasonPlus it’s what your CEO cares about

Engaged brands drive value +18%

Non-engaged brands decrease in value -6%

Source: Interbrand 2009 Best Global Brand s report

Reason #8 - Economic Reason -Engagement Sells

- Impact of Social Media

- Mobile, Mobile, Mobile

- “Gamification”

- Tribal communities

- Transmedia/Social TV

Reason #9 – The Future of Sponsorships

The Only Sure Thing - Change

Embracing Change

MASS SPONSORSHIPS

DIRECT SPONSORSHIPS

WIKIBRANDSPONSORSHIPS

A Culture Change is Required

Raising a Brand, The Difference Between

Raising a 4 Year Old Parenting an 18 Year Old

Playing By Different RulesRelationship Building > Marketing

Purpose/cause > Features

Expressions > Impressions

Emotion > Eyeballs

Stories > Features

Dialogue > Monologue

Real time > delayed

Brand Advocacy (Marketing)- Word of mouth- Referral/recommendation- Badging- Sales/traffic- Reduction in media budgets

Six Big Wikibrand Benefits

Outreach Award-lululemon – Ambassadors who buy in

Brand Perception (PR)- Awareness/exposure/SEO- Affinity- Empathy/respect- Lead industry conversation

Six Big Wikibrand Benefits

Campbell’s – Purpose –DrivenNourish

Brand Support (Customer service/operations)- Customer service- Education/ advice- Value-add experience- Lead industry conversation

Six Big Wikibrand Benefits

Intuit – the Visionary-Led, BtoB Community Builder

Brand Serendipity (HR/Corporate)- Stories/Inspiration- Corporate social responsibility- Galvanize employees- Traditional media interest

Six Big Wikibrand Benefits

Zappos - Wikibranding in their Employee DNA

45

Brand Content (Media/Customer Experience)- Co-innovation/solutions- User-generated Creative- User-generated content- Reviews/ratings

Six Big Wikibrand Benefits

Content - Threadless – Crowdsourcing your Business

Brand Insight (Research and Innovation)- Idea stimulus- Beta-testing- Market research/polling- Industry/competitive intelligence

Six Big Wikibrand Benefits

Mountain Dewmocracy

If Lubricants, Scissors and Insurance Can Do It, So Can You

The Recipe for Success?

..10 Factors

The FLIRT Model – A Recipe for Wikibrand Success

CULTURE

CULTURE

THE BIGGEST SINS“Don’t be that person”

The Biggest Social Media Sins- Listening, Content and Focus

• Leveraging what we see in conversations

• Initiating discussion and dialogue

• Acquiring people for our community

• Managing our communities

Molson uses LIAM

FOCUS– “Why are we doing this/what are we doing?”

FOCUS– Five Big Axioms

The 4 Legs of the Wikibrand Couch- Bus. Objective/Organization/Brand/Customer

Social/member needs > Company needs

The social customer has 4 seconds…

Focus > Technology

Commitment over Campaign

Hurdles?

The biggest obstacles that continue to exist in implementing wikibrands in your

company/clients?

1. Inability to measure 40%2. Lack of budgets 31%3. No accepted standards/benchmarks 29%4. Fear of loss of control 29%5. Inability for culture to accept 25%6. Technical skills/expertise not in place 23%

Source: Agent Wildfire Buzz Report 2010

Implementation Issue – Lip Service > Action

#3 LANGUAGE, CONTENT & OUTREACH“do I like this/is there enough of this/can I identify with this/do they know me?”

“The Ones

Who Create

Ideas”

“The Ones

Who Spot &

Scout New

Stuff”

“The Ones Who

Sell and Lead

Opinions”

“The Ones

Who Provide

Credibility”

“The Ones

Who Attract

Attention”

“The Ones

Who Connect

& Spread the

Word”

Forget 1,000,00 Fans, Who are Your Top 1,000 Zealots?Seeding the Influencer Curve…at the Right Time

The Twittersphere of Athletes

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

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

The Core 10 for a Business

Tool Metaphorical Room Organizational Benefits

1. Facebook - “The Living Room” - Ubiquity, Socialness, Integration2. Twitter - “The Front Porch” - Trends, Viralness, Launches 3. Blog - “The Garden” - News, Comments, Feeds, SEO4. Community Site – “The Pool” - Fans, Deep Engagement5. YouTube - “TV Room” - Entertainment, Previews, Video

Continued…The Top 10 networks

Tool Metaphorical Room Organizational Benefits

6. Flickr - “Gallery” - Photos, Artists, Celebrity7. LinkedIn - “The Office” - BtoB, Deals, Professional Community8. Wiki - “Workshop” - Collaboration, Fan community9 Foursquare – “Driveway” - Location-based, Novelty, Events10. MySpace - “Basement” - Entertainment, Music, Mainstream

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

8. LIFE STAGE OF THE COMMUNITY“when do we need to adapt?”

9. METRICS, MEASUREMENT, INSIGHTS & ROI“what do we measure and look for?”

10. CULTURE & ORGANIZATIONALCHANGE

“how will we be changed?”

Some Great Wikibrands Ideas

Charge/Socialize for the Customer Experience

$0.10/cup $1.50/cup $5.00/cup

Livestrong and Gowalla – Taking Purpose on the Road

User Generated Content Not Played Back

Focus on a Night - World Book Night

Shine The Light on Your Content DevelopersBuild Mass Media into Your Mix

Make Your Digital Stuff Physical and Your Physical Stuff Digital

Purpose Driven Marketing

The Rise of Video – TED Talks- Video Worth Spreading

QR Codes – Support, Content or Insight

Find ing Your Top 1000 Fans

Ideajams

Meanwhile Back at the Office…

15 Ideas

- If you don’t have Rules, get them – follow Kodaks

- Find your top 100/500/1000 fans

- Host a Tweetup/Twitter Chat

- Host an idea jam on how to marry social with your property

- Next event – bring a Twitter wall or live App wall

15 Ideas

- If you don’t have Rules, get them – (follow Kodaks)

- Host a Tweetup/Twitter Chat (Mom Inc)

- Host an idea jam on how to marry social with your property (IBM)

- Next event – bring a Twitter wall or live App wall (Samsung)

- Post your web addresses on all your vehicles (Chevy Cruze)

Samsung SXSW

15 Ideas

- Find your top 100/500/1000 fans (Andrew Bogut Squad 6)

- Certify you social media communicators (Molson)

- Practice speaking human/ban the press release (SF Giants)

- Have a content strategy(the best blogs)- 5 post per week-10 tweets per day- 1 video per week

- Use a social dashboard (Hootsuite/Tweetdeck/Seesmic)

Andrew Bogut’s Squad 6

San Francisico Giants - Twitter

15 Ideas

- Build an app that genuinely helps your customer (Beck’s Gig Finder)

- Find a local charity, be more than the logo on the poster (numberous)

- Profile a customer per day (Threadless)

- Post your entire employee pool on your website (Zappos)

-Build content strategy for behind the scenes stuff(Livestrong)

Beck’s Gig Finder

YouTube Symphony Orchestra

Toronto’s Digital Charities and Web Causes

The Future?

98

Never Forget – Humans are Hard Wired Social Animals

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

In a world of no time, attention and trust…don’t play it safe or follow others

Let’s Start The Conversation…

Inquire: smoffitt (at) agentwildfire.com

@seanmoffitt

Phone: 416-255-4500

URL: www.AgentWildfire.com

Join: www.TheInfluencers.ca

Blogs: http://BuzzCanuck.typepad.com/

www.spreadslikewildfire.com

Explore: The Buzz Report (e-newsletter)

Signup at www.AgentWildfire.com

Learn: Executive WOM Seminars

Published by McGraw-Hill (Jan, 2011)

Twitter:@wikibrands

Facebook page and 6 other social extensions

Become an ambassador

Contact us:smoffitt@agentwildfire.com