Wikibrands II Reinventing the Future of Your Organization in a Connected, Fast- Changing World ..Building the Digital Genome

SMC Seattle February 28, 2012

Wikibrands - Reinventing Your Organization in a Customer-Driven Marketplace

#wikibrands #SMCSea

@seanmoffitt @wikibrands @smcseattle

Let’s admit it , sequels usually suck…

Evidence to the Contrary

- 8 out of top 10 grossing movies from last year were sequels

- New content important to

your future “foresight” – we have split the social/digital genome

- Some terrific Seattle news…

I’ve become the new COO/CMO for the newest National Hockey League team

“The Seattle Ventis”

Wikibrands – Tale of The Tape

• 137th presentation

• 8 languages

• 11 Countries

• Now 13 months later…

Validation

• Increasing maturation of social

• Social business > media

• Hollowing out of marketing and agencies

• Digital prioritization externally

• Mobile as transformative force

Concern

• Content laziness

• Social as an algorithm

• Monetization ruins the party - privacy and closed networks

• New technology catch up

Surprises

• Resiliency of Facebook and Apple

• Google + as an Upstart

• Tabletization of the world

• Corporate lip service

WIKIBRANDS REDUX

#1. Wikibrands Win

#2 Get FLIRT y

• Focus Top 3 Benefits/Balance Four Legs/ Passes 4 Second Mom Test

• Language/Content 50 Posts/Editorial Schedule/Hits Frequency Hits Variety Thresholds

• Incentives/Outreach Top 5 Incentives/Top 100-10,000 Fans

• Rules/Guidelines/Training Existence of Policy/Governance/Triage/Training/Top 10 Scenarios

• Tools and Platforms Approach to Top 15 Tools/Integrated Home Game/First Mover Advantage

#2. Roadmap for Building a Wikibrand

#3 Need to Get the 4 Strategic Legs Right

Organization Business/ Sponsorship

Brand Customer

No Relevance

No Capability

No Direction No Execution

Objectives Vision Resources

Talent

Culture

Incentives

Process

Needs/Wants

Experience

Advocacy

Media

Revenue

Partners

Values

Marketplace

Positioning

Community

Benefits

Product/Service

Support

Attention

Strong social content requiring discipline, focus

passion and humility

#4 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

#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 with its audience

#7 Incentives for referral

#8 Strong process

#9 Creative/design used

#10 Tools used /platforms built

Source: Agent Wildfire Buzz Report 2011

#5 Ideas and People Trump Technology

In the Trenches – the 7 Golden Rules of Social Be:

Reciprocal Ethical Human Awesome Helpful Authentic Social

#6. It’s The Way You Do It

Content Quality vs. Quantity vs. Variety

#7 It’s What You Do – 76 Different Types of Online Conversation – Mix Them Up

Acknowledge Promote Enquiry

- Acknowledge receipt of something - Issue an apology - Project update/status - Declare an official announcement

- Advertise something - Provide a discount/offer - Promote a contest/race - Promote giveaways - Call for action - Invite to an event - Put out a wanted ad - Post a case study - “Compare or contrast” review post - Launch a product/feature

- Ask a question - Respond to criticism - Start a poll - Post a quiz

Service

-Answer a question - Solicit comments - Provide education/how-tos/tutorials - Resolve issue - Provide links to additional resources - Reviews and advice - Checklists or cheat sheets - Share data and stats

#7 – It’s What You Do - 76 Different Types of Online Conversation – Loosen Up

News Broadcast Expression

- Publish a latest news post - Augment a previous post - Give a heads up - Make a suggestion - Make an observation - Provide “best of” list - Announce winners - Share latest research - Celebrate a milestone - Share latest reports/findings - Event recap posts - Curated archives of past wk./mth./year - Back story coverage

- Distribute media - Share links - Share video/pics - Post a challenge - Start a debate - Post interviews - Share teaser to forthcoming news - Post presentations - Stream webinar/screencast - Automated plug-in posts

- Express agreement - Express criticism - Express support - Express surprise - Make a joke - Offer an opinion - Show dismay - Story telling - Create a fun/parody post - Issue Controversy - Post trivia -Share Infographic - Post long-form editorial - Predict trends - Personal anecdotes

Commune

- Give a shout out - Offer a greeting - Rally support - Recruit people - Solicit help - Celebrate a milestone - Dialogue with other people - Profile a fan - What others are saying - Disclose personal information - Share influencer’s posts - Guest posts

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

Activity per Month

Great Good Minimum

Blog Posts 30+ 15 8

Tweets 400 200 100

Facebook Posts 180 60 30

Video 12 4 1

Email 8 4 1

#9 …AND DIGITAL ENGAGEMENT IS ABOUT TELLING, SHARING & BUILDING STORIES.

http://stories.facebook.com/

http://stories.twitter.com/

MILCC is Good

• Measurement/Monitoring/Insight Engagement/Valence > Scale, Dashboard, 20/40/40 rule

• Internalizing Success Celebrate Milestones, Share Stories, Guest Contributors

• Life Stage Management Report monthly/Experiment quarterly/Plan Biannually

• Community Management Existence of Policy/Governance/Triage/Training/Top 10 Scenarios

• Culture Change Digital engagement – Top 5, Executive Championship, Employee %

#10 Roadmap for Maintain a Wikibrand

#11 Digital Deafness, Muteness and Blindness are #1,2 and #6 biggest sins

Source: Agent Wildfire 2010 Buzz Report

There is no silver bullet to measurement

Three Types of Measurement Questions

Resistance Questions

Business Questions

Analysis Questions

#12 The Jeremy Lin Measurement Axiom - The more you use it, the more you prove it

Social Media Value

(vs. objective) =

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

Cost

#12 Measurement - You Need to Roll Your Own

A MILD ADMONISHMENT

Social 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 we make it core?

The Evolution of Engagement/Social

“We are horrible at this”

A caveat ahead of time...

Are you digitally buff?

Are You Digitally Buff?

Offence

• Content/Campaigns • Social media/networks • Influencer outreach/paid media Midfield

• SEO/search marketing • Community management/moderation • Mobile/Apps Defence

• Metrics/Analytics • Org. Integration/Culture • User experience/design • CRM/eCommerce • Hosting/platform software

Really? “What’s the ROI of putting on your pants every morning?”

Scott Monty, Ford Head of Social Media

Proportion and Expectations?

“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 communication, collaboration and social media underrated list:

➷Content

➷Community

➷Insight

➷Influence

The communication, collaboration and social media overrated list:

➹Consistency

➹Satisfaction

➹Fans/Followers

Let’s be honest, we need to change and get better…

“It is not the strongest of the species that survive, nor the most intelligent,

but the one most responsive to change.”

Charles Darwin

FORESIGHT – MAPPING THE NEXT 4

YEARS

I want to map the digital, cultural, marketing and media genome….let’s talk about trends that will bite usFord

Head of Social Media

Insight and Foresight

VS.

The world is a blur I…social

The world is a blur II…products.

The world is a blur III…politics.

The world is a blur IV…technology.

The world is a blur V…internet time?

WHO PREDICTED: • TIM TEBOW • THE ARTIST

• RIM’s UTTER COLLAPSE

• PINTEREST

You are reading bad headlines about yourself or companies like you

Your sales, followers and customer satisfaction scores don’t line up

People are not spending time with you

Your followers and comments have plateaued or reversed

Executives are spending way to much time on the inside/defending

You are laughing at an innovative competitor

You are the last brand to join a new network

You can imagine a different world w/o much friction

Warning Signs

I am going to spend a long time in the future…

Agent Wildfire/Wikibrand’s 3rd Annual Buzz Report Survey

“My business may not survive over the next 10 years if we don't act swiftly to technology/digital culture”

69% agree/strongly agree

The Business Genome

approach meets Social, Digital,

Local, Marketing, Media

• More strategic impact

• Bigger dent on culture

• Stronger initiatives

• Better communities

• Longer sustainability

• Better use of technology/superior Content

Implications to Implication to a Digital/Social Media Practitioner

The Top 13 Trends That Will Change Your Digital Life

The Top 13 Trends That Will Change Your Digital Life

1. Experience – Friction-Free Awesomeness

2. Entertainment – Lovely Looking, Casual and Social

3. Curation – Beautiful, Wall-able, Visual Filter

4. Connection– Accessible, Contextual, Always On

5. Innovation – Blurring the Line Between Real and Virtual

6. Speed – Faster, Responsive,Chaotic, Predictive

7. Efficiency – Real Time, Action-driven, Effortless, More w/ Less

8. Freedom – Untethered, Uncommitted, Flexibility

9. Customization – Where I Want It, When I Want It, How I Want It, Now

10. Collaboration – No Longer Play, Solving Problems, Impacting Lives

11. Authenticity – Genuine, Real Deal Stuff

12. Value – Net Zero Game Demand Leaner and Flexibility

13. Globalization – Border Free and Going East

CounterTrends – Follow the Money, Privacy and Overload

Moneyball Knows II

Reframing the Game “Your goal shouldn't be to buy players. Your goal should be to buy wins. In order buy wins, you need to buy runs.” Takeaway:

- See past the tool and tactic - Don’t try to solve existing problems, look beyond for solutions and content

Where will we be…

Twitter: @wikibrands

Q&A

Contact us: sean@wiki-brands.com @seanmoffitt