Based on the learnings and insights from the just-launched book Wikibrands - Reinventing Your Company in a Customer-Controlled Marketplace (McGraw-Hill), marketing executive, web practitioner and author Sean Moffitt @seanmoffitt dives more deeply into the subject of engaged brands through the lenses of charities, causes and not-for-profits by identifying what key success factors are involved in the architecture and front line management of customer and fan engagement, digital and social media activities from the world’s most engaged businesses. With less than 75% of organizations having policies to govern the sometimes messy arena of the social web, and less than half having strategies and full time resources to manage this exciting but resource-intense Wikibrand world, this presentation is an essential guide for managing and staying relevant in business and marketing for 2011. Recent data and insight from Agent Wildfire’s charity-based WikiGood Report will augment Sean’s research and findings. Fresh, interactive, high energy and always provocative, Sean’s passion is to get you to think deeply about “what’s next” and what key messages and tools you can bring back to the office tomorrow. Enjoy the WikiRide and stay looped into the conversation at www.wiki-brands.com and @wikibrands on Twitter. Hashtags for presentation will be: #wikigood #mcc11

1. Wikibrands, WikiCharities – Reinventing Your
Cause in a Donor and Fan-Driven Marketplace
Sean Moffitt @seanmoffitt June 2011 www.wiki-brands.com
#mcc11 My Charity Connects @wikibrands

2. Who is Sean Moffitt….
Just A Blonde Guy With a Cause
Day Job – President, Agent Wildfire Night Job – Author, Wikibrands

3. Putting my best non-profit face
forward – Movember-Style

4. Our Humble Contribution
– Wikibrands
Published by McGraw-Hill
(2011 Launch)
Twitter: @wikibrands
Website: www.Wiki-Brands.com
Richard Florida, Best Selling Author,
“A must read for business leaders”
Don Tapscott, Digital pioneer and author,
Wikinomics
“This is an important, perhaps seminal book”

5. Our Particular Mission

6. How do the top 100 organizations put their
“social/customer pants” on in the morning?
Wikibrands – (noun/verb)
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
- Great user experience

7. A Premium Brand is Now a Mark of Participation
Wikibrands - A Rallying Cry - Participation is
the New Business/Cause Currency
“Something you Buy” “Something you Trust” “Something you Want”
1850 1910 1950
“Something you
“Something you Prefer” “Something you Love” Participate In”
1980 2000 2010

8. Experiences are Being Socialized …even TV
is now Social

9. Wikibrands – Surfing the Digital/Social
Paradox….
…but…

10. ...A Demanding and Activist
Customer Culture has Taken Over
Freedom
• iTunes, Craigslist, Zipcars, Android
Customization
• Nike ID, Facebook, Sodastream
Scrutiny
• Amazon, RED, Kiva, Wikileaks
Integrity
• Zappos, Vans, Trader Joes
Collaboration
• John Fluevog, Wikipedia, Doritos
Entertainment
• Red Bull, Axe, Zynga, YouTube
Speed
• Zara, Google, Dell
Innovation
• Apple, Toyota, UFC, Netflix

11. Wikibrands … A Manifesto for the
Future of Business - Born in Canada
"Skate to
where the
puck is
going,
not to where
it is."

12. Are You Ready
To Become Buzzing,
Wikibrand
Evangelists?
12

13. The 1% - Who are the three most
passionate people in this room?

14. The Tug of The Crowd – Learnings
- Takes courage to start a wave
- Safety and success in numbers
-Pose a challenge, watch people rally
- We do things for irrational reasons,
often in groups

15. The Challenge Today
We will try:
- Why is it So Tough?
- 6 Reasons Why Now
- 6 Key Wikibrand Benefits
- 10 Key Things to Do It Right
- 6 Key Takeaways
- Q&A
- Continue the Conversation

16. Why Is Wikibranding
So Damn Tough?

17. Why Is it So Damn Tough?
The Pentathlon of Engagement
Business Customer Digital
Savvy Savvy Savvy
Strategy/ Experience/ Web/Tech/
Innovation/ Community/ Mobile/SEO
Governance Social
Change Communications
Savvy Savvy
HR/ PR/Brand/Content
Organizational Marketing

18. – Wikibranding - The Big Hurdles –
Getting Out of The Way
#1 - Company culture
#2 - Lack of executive/managerial support
#3 - Too controlling
#4 - Lack of authenticity/genuine engagement
#5 - Lack of community leadership
#6 - Ineffective measurement
#7 - Lack of relevant skills of people involved
#8 - No clear purpose
#9 - Lack of ongoing strategy/plan
#10 - Lack of investment
Source: Agent Wildfire 2010 Community Management Survey

19. So how do you mobilize a world around
your cause…
Do Fundraisers/Foundations Have it Easier or
Tougher than For Profit Cousins?

20. There Ain’t No Big Charity
At Not Least Playing
Source: The University of Massachusetts Dartmouth

21. Social Good is Actually Leading The
Way
Source: The University of Massachusetts Dartmouth

22. Pros of Causes, Charities and Fundraising
(Straw Sample Poll)
- Embedded Cause that People Passionately
Believe In
- People commitment at local and affiliate levels
- Willingness to try things
- Campaign mentality drives attention

23. Cons of Causes, Charities and Fundraising
(Straw Sample Poll)
- Lack of Money, Resources and Employees
- Deeply competitive and fragmented
- Appetite for risk and being personally noticed
- Digital culture, talent and community-building
not a core part of DNA
Storytelling?

24. We’re just not very good at this
world…yet
There are Exceptions! Only 5 Conventional Causes in
Top 320 Followed Twitter accounts
#203 World Economic Forum
#248 Charity Water
#302 UN Refugee Agency
#352 Join RED
#189 Livestrong CEO

25. Why Wikibrand Now?
What’s changed…

26. The Awesome Reason – Media/Tech Shifts
Tech is Oxygen
Mobile
- 5 billion people have access to Mobile
Gaming
-3 billion gamers in the world
Dependency
- 36% of us would rather give up sex
than the internet

27. The Awesome Reason – Media/Tech Shifts
The World is Connected and Engaged
• 1.5 Billion Social Networkers Globally
– Facebook - 700 million, 1,000+ fans per page
– Wikipedia – 265 million readers. 17 million articles
– Twitter – 200+ million (wants to be 1 billion by end of 2013)
– LinkedIn – 101 million, $9 billion IPO, 189 index on post-grad
– YouTube - 144 million unique monthly visitors watch/292 minutes per month
– Flickr – 45 million members/5.0 billion photos
– Foursquare – 8 million mobile members/500 million checkins
– Amazon – 650 million users annually, $24 billion sales
– GroupOn – 50 million users annually, $2 billion sales
• Spending 82% more time on social networks than they did last
year
• The 385x Grapevine - Facebook - 130 Friends/Twitter 190
Followers/LinkedIn 65 Colleagues

28. The Good Reason- The Age of Real
Organizations are “Starting to Get It”
#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

29. Causes/Charities?Social Innovation
concerns the Executive Suite
“Which of the following global environmental,
social and political issues are the most critical to
address for the future success of your
business?” CEO response:
• 50% “educational systems, talent constraints”
• 42% “poor public governance”
• 38% “climate change”
• 36% “making globalization’s benefits
accessible to the poor”
• 35% “security of energy supply”
• 12% “access to clean water, sanitation”
• 8% “HIV/AIDS and other public health issues”
Source: McKinsey, 2010

30. The Bad Reason – Facebook Fever
#1 -Competition is There
#2 – Agency/Guru/Ninja/Conference made a good pitch
#3 – Beta Test Hell
78% don't have an employee
policy
More than ½ of top firms don’t
have a strategy
Source: Commotion Study/Buzz Report

31. The Ugly Reason– This is Cheap and Cool
Ah, Let the Intern/Mad Men Solve It
53% of businesses engaged in
social/digital spaces do not have full-
time staff to support the effort.
83% of executives believe their
agencies need to radically transform
to be more competitive in a
wikibrand world.
Source: SNCR/Buzz Report

32. Why Not Now?

33. The Good Excuses? Bravo…
The Awesome
What unique value can I add?
We really do suck? E.g. employees
hate working here
The Good
We have no time? Talent?
My CEO/executive/owner doesn’t
get it?

34. The Bad Excuses? C’mon really…
The Bad
I like my privacy? I hate losing
control?
I can’t measure it?
The Ugly
My stakeholder is not on the social
web? Doesn’t care enough?
I can’t monetize it?

35. Key Rebuttal - Economic Reason -
Engagement Sells
Engaged brands drive
value +18%
Non-engaged brands
decrease in value -6%
Source: Interbrand 2010 Best Global Brands report

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

37. Why Should Causes Wikibrand?
6 Benefits

38. Six Big Wikibrand Benefits
Brand Advocacy (Marketing/Fundraising)
- Word of mouth/Referral/recommendation
- Badging
- Fundraising (#3)*
- Sales/traffic
- Reduction in media budgets
Brand Perception (PR)
- Awareness/exposure (#1)*
- Affinity
- Empathy/respect
- Lead industry conversation
- SEO benefits

39. Six Big Wikibrand Benefits
Brand Support (Customer service)
- Recruiting volunteers (#2)*
- Customer service
- Education/ advice
- Value-add experience
Brand Serendipity (HR/Corporate)
- Stories/Inspiration
- Corporate social responsibility
- Galvanize employees
- Hiring employees (#4)*
- Traditional media interest

40. Six Big Wikibrand Benefits
Brand Content (Media/Customer Experience)
- Co-innovation/solutions
- User-generated Creative
- User-generated content
- Reviews/ratings
- Personal Stories
Brand Insight (Research and Innovation)
- Idea stimulus
- Beta-testing
- Market research/polling
- Industry/competitive intelligence
- Mobilize in crisis

41. The Recipe for Success?
..10 Factors

42. #1 Culture Change Required
– “Live the brand, listen before saying, letting go?”

43. Something just needs to click in…

44. There is a big difference between
“Being Social”

45. Versus “Doing Social”

46. Raising a Brand/Cause, The Difference
Between
Raising a 4 Year Old Parenting an 18 Year Old

47. The Biggest Wikibrand Sins
- Listening is Paramount

48. A Culture Change is Required
MASS DIRECT WIKIBRAND
MARKETING MARKETING SOCIAL INFLUENCE
Control Collaboration
Hype Authenticity
Decisions Dialogue
Features Purpose

49. Externally - Treat Customers like VIP Fans
Two Steps
Thinktank/ Scout/ Turning Users, Customers and
Sounding Mystery
Board Shopper Consumers
User
Customer Consumer
Into Authors, Producers, Scouts, Testers
and Collaborators & Broadcasters
Collaborator/ Brand Fan Community
Member/
Producer
VIP Insider
Evangelist/
Ambassador/ Into Community Members,
Advisory Advocate
Council/
Seeded
Adopter/
Advocates, Ambassadors
Cause
Torchbearer
Beta Tester and Evangelists

50. Internally,
Get Employees on the Bus…

51. High Employee Engagement =
Profitability up 16%
Productivity up 18%
Customer loyalty up 12%
Quality up 60%

52. Vancity
– Live Your Values -

53. Naked Pizza –
Evangelizing the Cause

54. Twestival
– Strict on Brand, Loose on Local -

55. #2 FOCUS
– “Why are we doing this/what are we doing?”

56. FOCUS– The 4 Legs of the Wikibrands Strategy Couch

57. #2 - FOCUS– Four Big Axioms
Social/member needs > Company needs
The social customer has 4 seconds…
Focus > Technology
Avoid Social media Fever - Link to a core
company objective

58. – Wikibrand Community Success Factors –
Top Ingredients
#1 - The customer/member experience provided Cul/Strat/Exec
#2 - A conversation worthy idea/concept Strategy
#3 - Clear objective/mission/value statement Culture
#4 - Expert moderation/dialogue management Execution
#5 - Great service/responsiveness Execution
#6 - A great product/brand Strategy
#7 - The quality of the people/members who participate Exec.
Source: Agent Wildfire 2010 Community Management Survey

59. Movember – A New Generation of Philanthropy
• Not built around a celebrity
• Not founded by a mega wealthy individual
• Not a cause marketing campaign by business
• Movember is created by building and
energizing a community around a cause.

60. Movember
– Energizing a Community with a Clear Focus
Objectives – Vision – “Change the Face of
Men’s Health”
Brand – “Bring back the retro icon of the
moustache to visibly support cause”
Customer - The right mix of fun, retro
appeal, competition, sense of belonging
to a team and a global movement that is
making a difference
Organizational Culture -
– every interaction and donation
matters
- If it’s awesome they will use it, if it’s
awesome they will talk about it

61. Cisco’s One Million Acts of Green –
Foucs Buried in Their Challenge

62. 10,000 Women –
Focus Buried in their Mission

63. World Book Night -
Focus Buried in Their Date

64. #3 LANGUAGE, CONTENT &
OUTREACH
“do I like this/is there enough of this/can I identify with this/do they
know me?”

65. “It doesn’t matter what you say, if I
don’t like the way you’re saying it”
James Cherkoff, Collaborate Marketing

66. LANGUAGE –
If you wouldn’t say it in real life to a friend, don’t say it on
the social web

67. Alex’s Lemonade Stand – Making it Personal

68. CONTENT–
If the Customer is King, then Content is Queen
Blog – Min. 3 posts per week
- well-tagged
Tweets – Min. 4 tweets per day, well
spaced apart
- 50/50 conversation/distribution
Video – Min. 1 video per month
- Embed in other things (blog,
twitter, Facebook)
Email – Min. 1-4 newsletter per month

69. The Art of Storytelling – 9 Methods
#1 - Aspirations and Beliefs
#2 - Avalanche about to Roll

70. The Art of Storytelling – 9 Methods
#3 - David vs. Goliath

71. The Art of Storytelling – 9 Methods
#4 - Anxieties

72. The Art of Storytelling – 9 Methods
#5 – Personalities/Personality Appeal

73. The Art of Storytelling – 9 Methods
#6 - Changing Assumptions

74. The Art of Storytelling – 9 Methods
#7 - How-to
Stories and
Advice

75. The Art of Storytelling – 9 Methods
#8 - Seasonal/Event-related

76. The Art of Storytelling – 9 Methods
#9 –
Glitz and
Glam

77. OUTREACH – Some of these people are not like the others,
Forget 100,000 Followers, Start at Finding 1000 Real Fans

79. The Influencers – They Know More, They Connect,
They Adopt Earlier - Find Them
LOCAL RAW SCORE
PROFESSIONAL
BY INTEREST
THE BEST BLOGGERS

80. - Wikibrand Recruitment Tools -
Where to Find Your Fans
1. Employees (and affiliates and stakeholders)
2. Twitter (or other microblogging platform)
3. Facebook
4. Discussion Forums
5. Traditional PR
6. Dedicated Community Portal
7. Conversion of website visitors
8. Blogger Outreach
Source: Agent Wildfire 2010 Community Management Survey

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

82. Never Forget – Humans are Hard Wired
Social Animals
82

83. – Online Community Motivation –
Why Do People Join
#1 - Social Connection
#2 - Shared Community Values/Culture
#3 - Expression/Creativity/Venting
#4 - Establishing influence with key decision makers
#5 - Access to Special Information/Advice
#6 - Appealing to Hobbies/Interests
#7 - Making a difference/to matter/support a cause
Source: Agent Wildfire 2011 Community Management Survey

84. 27 Community Incentives - Intrinsic
“How do I identify with, help the community”
• Fun & enjoyment (#1)
• Creativity
• Group effort/achievement
• Learning
• Better life/supporting cause
• Challenge/competition
• Satisfying curiosity
• Wanting to make a better product
• Meet people of similar interests

85. 27 Community Incentives - Extrinsic
“How do I appear to others?”
• Recognition by company (#1)
• Access to exclusive resources
• Ability to join VIP circle
• Access to exclusive channels
• Chance for wider Fame
• Recognition by peers
• Published leaderboard/ranking
within community
• Reputation building
• A larger audience/stage

86. 27 Community Incentives - Explicit
“What is my direct, tangible reward?”
• Invitation to Events (#1)
• 3rd party incentives
• Customized/personalized
treatment
• Non-monetary rewards
• Discounts
• Points accumulation
• Customer service
• Information/advice
• Cash rewards

87. Kiva – Intrinsic, Extrinsic and Explicit Rewards

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

89. Rules - Kodak – Good Empowering Rules
Air Force – Good Prescriptive Rules
• Experience
Facilitation
• Legal & Ethical
Concerns
• Employee Policies
• Ownership Rights
• Support, Training
and Certification
• Rituals/Customs

90. 6. TOOLS & PLATFORM
“the home and away game – where do we play?”

91. Have a Home, Neutral and Away
Game
Home: Neutral: Away:
Website Brand Pages Social Networks
Blog Personal Profiles Sharing Sites
Community RSS Feed Other Blogs
Forums Facebook Connect Influencers

92. Our Social House has many rooms…and
keeps expanding

93. Some rooms you…
Play Entertain
Learn Create
Converse Escape

94. The Core 10 for a Cause
Tool Metaphorical Room Organizational Benefits
1. Facebook - “The Living Room” - Ubiquity, Socialness, Integration
2. Email Provider – “The Mailbox” - Outbound, Connection, Fans
3. Twitter - “The Front Porch” - Trends, Viralness, Launches
4. Blog - “The Garden” - News, Comments, Feeds, SEO
5. Community Site – “The Pool” - Fans, Deep Engagement
6. YouTube - “TV Room” - Entertainment, Previews, Video
7. LinkedIn - “The Office” - BtoB, Deals, Professional Community
8. Flickr - “The Gallery” - Photos, Artists, Celebrity
9. Wiki - “Workshop” - Collaboration, Fan community
10. Slideshare – “The Library” - Thought leadership, Trends, Ideas

95. Degrees of Engagement
•Face to face
Are you listening to me? Highest engagement
Lowest reach
•Video chat
•Phone call
•Chat service (AIM, Skype)
•E-mail
•Facebook message
•Facebook wall post
Lowest engagement
Greatest reach
•Tweet

96. The Home Game – “The Lure”
Owned Community Platforms
Website + Owned Community + Affiliated Community
- Type of Software/Language
- Cost, Resources & Time
- Customization
- Scalability, Integrated & Usability
- Security & Ownership

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

98. How to Avoid This…

99. Community/Brand Evangelists - Tasks

100. Top Tasks of Community Managers
1. Communication
2. Content Creation
3. Company/brand evangelism
4. 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
Source: Agent Wildfire 2010 Community Management Survey

101. Top Skills of Community Managers
1. Leadership/charisma
2. Diplomacy/Patience
3. Customer/member empathy
4. Persistence
5. Social/Networking
6. Communication Skills
7. Technology Skills
8. Passion for company/brand
9. Change Agent
10. Creativity
11. Leads the lifestyle of the customer
Source: Agent Wildfire 2010 Community Management Survey

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

103. The Life Stage of Social Media/Community
Milestone achievement
User generated content
Incentives materialized
Mass supported
Expansion
Expected cycle of activity
Broadened focus
Company culture change
Self-governance
Tiered membership
Fresh produced content
Highlight contribution
Incentives pitched
Networked
Seeded audience

104. Life Stage Management – The AGBU
Experiment Quarterly (Threadless)
Reinvent every 2 years (Dell)
Not monitoring/moderating daily
Not reviewing weekly

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

106. Social Media Measurement - No Silver Bullet Formula

107. Different Brand Yardsticks
- Measure The
Applause, Not the
Attendance
-Try many small
testable experiments
-Have goals, track
over time

108. 10. CULTURE & ORGANIZATIONAL
CHANGE
“how will we be changed? Channeling
Tom Sawyer”

109. Lego – Success by a Thousand Paper
Cuts

110. Mozilla Firefox
A Wikibrand Role Model

111. Intuit
– B2B Community Builder – A Safe Haven for Answers
111

112. eBay Green Team
– Challenging Yourself

113. Organizational Change – The AGBU
Have Social Become Part of Your DNA
(Best Buy)
Host Ideajams (IBM)
Don’t celebrate milestones/keep
social out in the cold
Don’t build organizational
capability/outsource all expertise

114. What’s Next?

115. In the Year 3000…
“YouTube, Twitter and Facebook will
merge and become an uber social
network “YouTwitFace”

116. Types of New Media Future Growth

117. 5 Deep Thoughts to take Back to the
Office

118. #1 - Get Some Executive Sponsorship, Rules,
Listening tools, 3-6 months and Participate
- The First 5 Days
(64 hours)
- Each Day
(30 minutes/day)
- Every month
(10 hours/mth)

119. #2 – Leverage Your Own Crowd
Host Employee/Customer/Stakeholder Ideajams

120. #3 – Find Your Real Hardcore Fans
Invite them into The Front Row or On Stage

121. #4 - Go Ahead, it’s OK to FLIRT
1. Focus
2. Language and
Content
3. Incentives,
Motivations and
Outreach
4. Rules, Guidelines
and Rituals
5. Tool and Platforms

122. #5 - In a world of no time, attention and
trust…don’t play it safe or follow others
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

123. Let’s continue the conversation…
Twitter: @wikibrands
Facebook page and 6 other social extensions
Join our twice monthly #wikichat
Ongoing Wikibrand Engagements/
Bootcamps/Keynotes
Take our Buzz Report survey
Become an ambassador
Contact me: smoffitt@agentwildfire.com

124. Your Voice – Not for Profits
The Wikibrands/WikiGood Survey
- 23 survey questions you always wanted
to know on Engaged NFPs
- Access to research ahead of time and
chance to win Wikibrand books and a
workshop
-Twitter Chat June 21 - #wikichat
3-4:30pm EST
Twitter: @wikibrands
http://www.surveymonkey.com/s/wikigood

125. Q&A