2. THE BUZZ REPORT – RESPONDENTS
2013 Proprietary and Confidential - Wikibrands 2
31%
24%
21%
15%
9% Position
Pres./Executive
VP/Head
Director Level
Manager Level
Staff/Student
28%
49%
20%
3% Digital Adoption
Pioneering
Innovator
Early Adopter
Early Majority
0%
15%
30%
Type of Organization
28%
15%19%
17%
20%
Size of
Organization
Large (1000+)
Mid-Large
(100-999)
Mid-Small
(25-99)
3. 2013
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and
Confiden3al
-‐
Wikibrands
3
Q: What are the most frequently stated objectives for launching a digital engagement initiative in
your organization (max. 3 choices)? (20 options suggested)
TOP 10 DIGITAL ENGAGEMENT OBJECTIVES
% of Respondents – TOP 3 OBJECTIVES
#1 AWARENESS/BUZZ/PUBLICITY VALUE
#2 AUDIENCE TARGETING
#3 BRAND LOYALTY/LIFETIME VALUE
#4 PARTICIPATION IN CONVERSATION
#5 INFLUENCER/AMBASSADOR SEEDING
#8 SALES/REVENUE
#9 REFERRALS/LEADS/MEMBERS
#10 MKTG. SPEND EFFICIENCY/COSTS
47%
33%
27%
26%
25%
21%
17%
17%
#6 THOUGHT LEADERSHIP
#7 CUST. EXPERIENCE/SERVICE BENEFITS
25%
23%
4. 2013
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Wikibrands
4
Q: Can you tie a positive return on investment to your participation in digital engagement?
ROI IMPACT OF DIGITAL ENGAGEMENT*
% AGREED
YES, ABSOLUTELY No, BUT GETTING THERE
45%
29%
18%
NO, A CONTINUING
CHALLENGE
9%
DON’T KNOW
*
-‐
based
on
recruitment
criteria,
company
staff
profiled
are
likely
in
more
sophis3cated,
mature
digital
organiza3ons;
results
likely
much
higher
than
in
general
company
set
5. 2013
Proprietary
and
Confiden3al
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Wikibrands
5
Q: What are the biggest changes you are currently seeing in the marketplace, media or culture to
change the role or importance of digital culture and engagement in your mind (max. 3 choices)? (23
options provided)
TOP 10 MARKETPLACE DRIVERS SUPPORTING
DIGITAL ENGAGEMENT % RESPONDED TOP 3 CHOICES
#1 INCREASING ROLE
OF WIRELESS/MOBILE
#2 NEED FOR AUTHENTICITY/
TRANSPARENCY
#3 WANING ATTENTION
TO MASS MEDIA
#4 MEDIA FRAGMENTATION/
CLUTTER
#5 CHANGE IN MARKETING
EFFECTIVENESS
#6 RISE OF SOCIAL
NETWORKS
#7 EXPLOSION OF BIG
DATA
#8 IMPROVED
MEASUREMENT TOOLS
#10 INFLUENCE OF THE
NET GENERATION
#9 LOSS OF BUSINESS
TRUST/CREDIBILITY
6. 2013
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and
Confiden3al
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6
Q: What forms of digital engagement* and technology use will experience the most significant
growth
in the next few years (max. 3 choices)? (30 options provided)
TOP 10 DIGITAL/TECH GROWTH SEGMENTS
% RESPONDED TOP 3 CHOICES#1 MOBILE
MARKETING
#2 CASHLESS PAYMENTS/
eWALLETS
#3 BIG DATA
ANALYTICS
#4 LOCATION-SPECIFIC
WI-FI/NFC/GPS
#5 CLOUD
COMPUTING
#6 INFLUENCER
MARKETING
#7 EXPERIENTIAL
MARKETING
#8 PREDICTIVE/
FORECAST
ALGORITHMS
#10 SOCIAL NETWORK
MARKETING
#9 CUSTOMER/USER-
GENERATED CONTENT
7. 2013
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and
Confiden3al
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Wikibrands
7
Q: Which "meta trends" will impact the next 3 years of your business environment? (max. 3
answers)?
(17 options provided)
TOP META TRENDS - #1-2 Ranked
% RESPONDED TOP 3 CHOICES
#1 CUSTOMIZATION (31%)
-WHERE I WANT IT, WHEN I
WANT IT, HOW I WANT IT-
#2 COLLABORATION (29%)
-WORKING TOGETHER TO
SOLVE PROBLEMS, IMPACT
LIVES-
8. 2013
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8
Q: Which "meta trends" will impact the next 3 years of your business environment? (max. 3
answers)?
(17 options provided)
TOP META TRENDS - #3-4 RANKED
% RESPONDED TOP 3 CHOICES
#3 AUTHENTICITY (28%)
-HUNGERING FOR GENUINE,
REALNESS AND TRANSPARENCY
IN RELATIONSHIPS, PRODUCTS
& SERVICES -#4 EXPERIENCE ECONOMY (27%)
-CUSTOMER-CONCENTRICITY IN
EVERYTHING WE DO -
9. 2013
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and
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9
Q: Which "meta trends" will impact the next 3 years of your business environment? (max. 3
answers)?
(17 options provided)
TOP META TRENDS - #5-6 RANKED
% RESPONDED TOP 3 CHOICES
#5 MONETIZATION (23%)
-THE NEED FOR NEW MEDIA AND
TECHNOLOGY TO MAKE MONEY -
#6 CURATION & FILTERING (20%)
-FINDING AND ORGANIZING THE
BEST, MOST RELEVANT
MATERIAL ON THE WEB
10. 2013
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10
Q: Which "meta trends" will impact the next 3 years of your business environment? (max. 3
answers)?
(17 options provided)
TOP META TRENDS - #7-8 RANKED
% RESPONDED TOP 3 CHOICES
#7 EFFICIENCY (21%)
-REAL-TIME, EFFORTLESS AND
DOING MORE WITH LESS -
#8 INNOVATION (19%)
-BLURRING THE LINE BETWEEN
VIRTUAL AND REAL-
11. 2013
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Q: Which "meta trends" will impact the next 3 years of your business environment? (max. 3
answers)?
(17 options provided)
TOP META TRENDS - #9-10 RANKED
% RESPONDED TOP 3 CHOICES
#9 PRIVACY (17%)
- THE WAR BETWEEN HOW
MUCH WE DISCLOSE TO OTHERS
AND WHAT THEY DO WITH THAT
-#10 SPEED (17%)
- FASTER, MORE RESPONSIVE
AND MORE PREDICTIVE
OUTCOMES AND SERVICES -
12. 2013
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and
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12
Q: If digital engagement and technology use doesn't accelerate over the next 3-5 years, what will be
the most likely reasons (max. 3 reasons)?: (18 options provided)
TOP 10 DIGITAL ENGAGEMENT COUNTERFORCES/HURDLES
% of Respondents – TOP 3 OBJECTIVES
#1 SOCIAL NETWORKING BURNOUT/OVERLOAD
#2 FAILURE TO MONETIZE NEW MEDIA
#3 PRIVACY CONCERNS
#4 POOR CONTENT
#5 CORPORATE RESISTANCE
#8 CENSORSHIP/PRIVATE INTERNET WORLDS
#9 WORLD ECONOMIC CONDITIONS
#10 NAT. SECURITY/PERS. FREEDOMS
44%
41%
32%
29%
23%
16%
15%
14%
#6 DAMAGING SPAM/FRAUD/BUGS
#7 INTELLECTUAL PROPERTY/LEGAL ISSUES
17%
17%
13. 2013
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13
Q: Which industries will be affected most by advancing technology, collaboration and digital culture
over the next 3-5 years (max. 3 answers)? (26 INDUSTRY options provided)
TOP 10 TECHNOLOGY-AFFECTED INDUSTRIES
HIGHEST RANKED (% RESPONDED TOP 3 CHOICES)
#1 EDUCATION #2 ENTERTAINMENT #3 MEDIA #4 E-COMMERCE #5 HEALTH CARE
#6 RETAIL #7 FINANCE/BANKING #8
TELECOMMUNICATIONS
#10 NOT-FOR-
PROFITS
#9 CONSUMER
GOODS
15. 2013
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Q: Who is the most accountable owner for digital engagement within the organization(s)/brands you
deal with?
ENTERPRISE ACCOUNTABILITY FOR DIGITAL
ENGAGEMENT % RESPONSE
MARKETING/
BRAND
50%
16%
10%
COMMUNICATIONS/
PR
EXECUTIVE/
CEO/PRESIDENT
9% 8%
3% 2%
NO SINGULAR
FUNCTION
SPECIAL
DEPARTMENT
DIGITAL/IT
FUNCTION
SALES/BUSINESS
DEVELOPMENT
16. 2013
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Q: On the governance of digital engagement tools with your employees, do you have:
GOVERNANCE - % EXISTENCE OF CONDITIONS
IN PLACE*
EMPLOYEE
GUIDELINES/RULES
63% 62%
40%
ABILITY TO ROUTE
SERVICE
QUESTIONS
DIGITAL TRAINING
PROGRAMS
29%
22%
11%
DIGITAL
CRISIS MGMT.
PLAN
ISSUE SCENARIO
ROLEPLAYING
CERTIFICATION
PROGRAM
*
-‐
based
on
recruitment
criteria,
company
staff
profiled
are
likely
in
more
sophis3cated,
mature
digital
organiza3ons;
results
likely
much
lower
in
general
company
set
17. 2013
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Confiden3al
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Wikibrands
17
Q: With your organization/client's company efforts in digital engagement , do you currently track/
measure:
MEASUREMENT – TOP 10 RANKED KEY METRICS -
% TRACKED IN YOUR COMPANY*
FAN/
FOLLOWER
COUNTS
84% 83%
68%
TRAFFIC/
CLICKS
GENERATED
BRAND
CONVERSATIONS
GENERATED
60% 56%
48%
BRAND
ENGAGEMENT
METRICS
CONSUMER
INSIGHTS
GENERATED
USER
CONTENT
GENERATED
*
-‐
based
on
recruitment
criteria,
company
staff
profiled
are
likely
in
more
sophis3cated,
mature
digital
organiza3ons;
results
likely
much
lower
in
general
company
set
POSITIVITY/
QUALITY OF
WORD OF MOUTH
BUSINESS
IMPACT/
ROI
SALES
GENERATED
CUSTOMER
EXPERIENCE
RATINGS
67%
61% 58%
50%
18. 2013
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and
Confiden3al
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18
Q: What are the biggest sins of building digital engagement through social media/online
communities/business-customer collaborations (max. 3 answers)?
TOP 10 BIGGEST SINS OF DIGITAL ENGAGEMENT PRACTITIONERS
% OF RESPONDENTS – TOP 3 OBSTACLES
#1 LACK OF CONTENT QUALITY AND FREQUENCY
#2 ABSENCE/SLOWNESS OF LISTENING
#3 LACK OF CUSTOMER FOCUS
#4 LACK OF STRATEGIC FOCUS
#5 POOR COMMUNITY MANAGEMENT
#8 MEASUREMENT ISSUES
#9 LACK OF RESOURCE FOCUS
#10 LACK OF PLANNING
50%
40%
34%
33%
29%
21%
8%
8%
#6 PASSIONLESS COMPANY CULTURE
#7 POOR LANGUAGE & COMMUNICATION TONE
25%
22%
19. 2013
Proprietary
and
Confiden3al
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Wikibrands
19
Q: What are the most important attributes for getting noticed, talked about, creating digital word of
mouth and brand advocacy?
TOP 11 FACTORS IN BUILDING AN ENGAGED BRAND ONLINE (#1-6)
% RESPONDED TOP 3 CHOICES
#1 CONVERSATION-
WORTHY IDEA/
CONCEPT
#2 GREAT PRODUCT/
BRAND
#3 CUSTOMER/MEMBER
EXPERIENCE PROVIDED
#4 MEMBERS/CITIZENS/
CUSTOMERS WHO PARTICIPATE
#5 METHOD OF
INTERACTION WITH
AUDIENCE
#6 CULTURE/EMPLOYEES
OF A COMPANY
20. 2013
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and
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Q: What are the most important attributes for getting noticed, talked about, creating digital word of
mouth and brand advocacy?
TOP 11 FACTORS IN BUILDING AN ENGAGED BRAND ONLINE (#7-11)
% RESPONDED TOP 3 CHOICES
#7 STRONG WORD OF
MOUTH PROCESS
#8 RESEARCH/ANALYSIS/
LEARNING
#9 CREATIVE/DESIGN
ELEMENTS
#10 TOOLS USED/
PLATFORM BUILT
#11 TRIGGERS/INCENTIVES
FOR REFERRAL
21. 2013
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and
Confiden3al
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21
In your opinion, what organizations, brands or products have the best digital engagement, social
media/word of mouth/community building/grassroots or customer-centric onine practices
(aside from those you currently work on)?
TEN NOTEWORTHY & ENGAGED SMALL ORGANIZATIONS
/BRANDS BASED ON NOMINATIONS
DAVID’s TEA HUBSPOT PINKBERRY
INKFRUIT PRANA KOR WATER
VOODOO
DOUGHNUTS
TEAM IN TRAINING
GENERAL
ASSEMBLY
IDEAPAINT
22. 2013
Proprietary
and
Confiden3al
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22
Q: What are the biggest priority (owned, earned, paid or shared) digital platforms for your
organization, is it your....(max. 3 answers):
MOST IMPORTANT DIGITAL PLATFORMS
% RESPONSE – TOP 3 PLATFORMS
#1#2 #3#4 #5#6
#7
#8
#9
CORPORATE
WEBSITE
CORPORATE
BLOG
SOCIAL
NETWORK
PAGESSEARCH
ENGINE
OPTIMIZATION INFLUENCER/
BLOGGER
OUTREACH
CORPORATE
EMAIL /
DATABASE
MOBILE
APPS/
WEBSITE
ONLINE
COMMUNITIES
OF INTEREST CUSTOMER/
PARTNER
COMMUNITIES
23. 2013
Proprietary
and
Confiden3al
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23
Q: What is your impression of the following networks in their importance to your organization ?
(23 social network/social sharing options)
TOP SOCIAL NETWORKS/PLATFORMS –
“MOST ESSENTIAL” RANKED - % AGREED
#2 TWITTER #3 LINKEDIN #4 YOUTUBE
#7 HOOTSUITE /
TWEETDECK
#8 GOOGLE + #9 INSTAGRAM
#5 WORDPRESS
#10 PINTEREST
#1 FACEBOOK
#6 MOBILE APPS
24. 2013
Proprietary
and
Confiden3al
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Wikibrands
24
Q: What is your impression of the following networks in their importance to your organization ?
(23 social network/social sharing options)
TOP SOCIAL NETWORKS/PLATFORMS –
“MOST UNDERRATED” RANKED - % AGREED
#2 LINKEDIN #3 YOUTUBE #4 MEETUP/UPCOMING/
EVENTBRITE
#7 PINTEREST #8 INSTAGRAM #9 MOBILE APPS
#5 GOOGLE +
#10
KICKSTARTER
#1 SLIDESHARE
#6 TUMBLR
25. 2013
Proprietary
and
Confiden3al
-‐
Wikibrands
25
Q.: What is your impression of the following networks in their importance to your organization ?
(23 social network/social sharing options)
TOP SOCIAL NETWORKS/PLATFORMS – “FASTEST MOVERS
– BULLS & BEARS” RANKED - % AGREED
#2 INSTAGRAM #3 MOBILE APPS #4 GOOGLE +
#2 GROUPON/LIVING
SOCIAL
#3 FLICKR #4 DIGG/REDDIT/
STUMBLE UPON
#5 SLIDESHARE
#5 FOURSQUARE/
YELP
#1 PINTEREST
#1 MYSPACE
26. CONTENT SUCCESS FACTORS
% “MOST IMPORTANT” RESPONSE
CONTENT QUALITY
69%
Q: What's the most important thing in building effective and efficient digital content?
2013
Proprietary
and
Confiden3al
-‐
Wikibrands
CONTENT
INTERACTION
25%
CONTENT VARIETY
4%
CONTENT
QUANTITY
1%
CONTENT COST
1%
27. Using Digital Marketing to be a
Customer-Driven Brand
Dennis O’Malley
CEO & Co-Founder, ReadyPulse
Tweet using #customercontent
28. The Disconnect w/ Social User Content
It s Abundant + Effective…so why isn t it used more
Distributed
Relevance
Location
Permissions
29. 2013
Proprietary
and
Confiden3al
-‐
Wikibrands
29
By
2017,
due
to
Internet-‐enabled
price
visibility,
the
digital
customer
experience
will
be
the
key
differen>ator
for
organiza>ons.
Gartner:
CRM
E-‐Commerce
Strategies,
Processes
and
Technologies
Research
Agenda,
2013-‐2014
Published:
10
May
2013
ID:G00250012
Analyst(s):
Gene
Alvarez
31. Nothing
accelerates
a
purchase
decision
faster
than
a
word-‐of-‐
mouth
endorsement
from
a
peer
whose
only
agenda
is
to
help.
But
word-‐of-‐mouth
marke7ng
wasn't
a
technique
digital
marketers
could
opera7onalize
and
scale,
un7l
now.
Gartner
-‐
What's
Next
in
Advocacy
Marke3ng?
Published:
9
May
2013
Analyst(s):
Richard
Fouts
Start
harnessing
the
posi7ve
content
generated
by
your
advocates
in
your
marke>ng
campaigns.
Gartner
-‐
Six
Ways
Digital
Marke3ng
Will
Rock
Your
World
Published:
7
January
2013
Analyst(s):
Richard
Fouts
35. Description
-‐ Brand
ambassador
module
to
manage
the
content
creators.
Gain
complete
customer
ID
across
social
networks
-‐ Ability
to
manage
Ambassadors
-‐ Ambassador
Portal
access
Value
-‐ For
Brand
Manager
-‐ Communicate
directly
with
your
Ambassadors.
-‐ Easily
see
their
social
ac3vity
-‐ For
Ambassadors
-‐ See
where
and
how
their
content
is
being
used
-‐ Get
updates
and
early
info
from
brand
Brand Ambassador Portal
Advocates, Customers, Influencers
36. 2013
Proprietary
and
Confiden3al
-‐
Wikibrands
36
You
can
never
have
too
much
detail
on
a
product
detail
page.
While
some
companies
oGen
fear
that
they
are
overloading
their
shoppers
with
too
much
informa>on
and
that
their
pages
may
be
too
long
or
too
detailed,
consumers
and
the
most
successful
retailers
tell
us
the
opposite:
More
informa>on
always
trumps
less.
Forrester
-‐
Must-‐Have
eCommerce
Features
Road
Map:
The
Retail
eCommerce
Playbook
by
Sucharita
Mulpuru
with
Pac
Freeman
Evans
and
Douglas
Roberge
37. Description
-‐ Hosted
Product
Landing
Page
-‐ Display
Dynamic
Social
Content
Value
-‐ Make
Sta3c
pages
Come
Alive
-‐ No
ecommerce
integra3on
needed
-‐ Drive
conversions
to
commerce
site
Example
heps://projects.invisionapp.com/share/W2DRXC5Z#/screens
Product Merchandising
Social Landing Pages
38. Nielsen s Global Trust in Advertising Report
Surveyed more than 28,000 Internet respondents in 56 countries
38
39. Description
-‐ Mul3media
ability
to
provide
tes3monials
direct
to
web
and
share
on
social
-‐ Capture
email
addresses
Value
-‐ Gain
tes3monials
from
web
-‐ Combine
social
content
with
web
tes3monials
-‐ iFrame
implementa3on
Live Example
hep://www.olympichoeub.com/
Social Testimonials
Share Your Story
40. Description
-‐ Display
effec3ve
Service
Based
Tes3monials
-‐ Tagged
inventory
from
ReadyPulse
plakorm
-‐ Measure
effec3veness,
A/B
test
Value
-‐ Reduce
Cart
Abandonment
-‐ Reduce
Customer
Service
inquiries
Live Example
hep://www.readypulse.com/freetrial
Social Commerce
Shopping Cart Deployment
42. Description
-‐ Curate
best
content
and
advocates
from
owned
social
networks
-‐ Measure
web
traffic
and
conversions
Value
-‐ Social
proof
-‐ Increase
web
traffic
and
conversions
Live Example
hep://www.oneillclothing.com/shop/aven-‐dress
Social Reviews
Curate Social Content
43. Description
-‐ Post
albums
and
products
directly
to
social
networks
-‐ Get
instant
commentary
and
insight
to
popular
products
Value
-‐ Transplant
the
social
buzz
from
Facebook
to
your
product
page
instantly
-‐ Increase
SEO
and
Conversions
Live Example
hep://on.o.me/10xMd0j
New Product Release
Merchandising Info
44. Description
-‐ Merchandising
and
Engagement
Promo3ons
-‐ Facebook,
Pinterest,
Instagram
Value
-‐ Gain
Emails
with
Social
Data
-‐ Gain
Merchandising
Insights
-‐ Gain
Specific
User
Content
to
reuse
-‐ Grow
Fans
and
Engagement
Live Example
heps://www.facebook.com/underarmour/app_270319463105012
Social Promotions
Drive Engagement, Social Data
46. Description
-‐ Display
social
content
on
category
pages
-‐ Curate
based
on
dozens
of
aeributes
-‐ No
manual
modera3on
needed
Value
-‐ Increase
Consumer
Engagement
on
Page
-‐ Drive
web
traffic
and
conversions
Live Example
hep://www.luckyscoot.com/scooter-‐forks-‐s/2.htm
Social Commerce
Category Landing Page
47. Description
-‐ Hos3ng
Landing
Page
-‐ Aggregated,
Curated
Social
Content
-‐ Totally
Configurable
Value
-‐ All
Your
Best
Social
Content
visible
in
one
place
-‐ Drive
conversions
to
brand
or
commerce
sites
Live Example
hep://www.readypulse.com/boards/gopro-‐tes3monial-‐board
Visual Testimonials
Social Brag Board
48. Digital Marketers Escalate Investments to
Support Commerce Experiences
Published: 11 March 2013
Analyst(s): Laura McLellan, Allen Weiner
49. Description
-‐ Large
screen
window
displays
showing
ac3vity
-‐ In
store,
interac3ve
kiosk
Value
-‐ Mobile
check
in s,
broadcast
store
ac3vity
to
social
networks
-‐ Increase
engagement
with
foot
traffic
through
social
–
driving
customer
info
and
sales
In-Store Displays
Social Engagement in Store
50. Description
-‐ Opt-‐In
Content
Creators
-‐ Content
accessible
through
ReadyPulse
plakorm
-‐ API
Integra3on
with
DSPs
Value
-‐ Access
to
large
inventory
of
effec3ve
content
-‐ Content
proven
to
be
engaging
on
social
and
e-‐commerce
Earned Media Ads
Dynamic Access to Content
51. Conclusions
• You have brand advocates. They are your best form of marketing.
• Find the best content creators.
• Find their best content.
• Create campaigns to encourage content creation.
• Show off your customers across channels.
• Increase social engagement, impressions, and conversions.
