1. Wikibrands,
WikiCareers
Ge/ng
Ahead
in
a
Connected,
Engaged
Marketplace
Calgary
January
24,
2013
Wikibrands
-‐
Reinven/ng
Your
Organiza/on
in
a
Customer-‐Driven
Marketplace
3. Five
Core
Messages
“The
world
is
a
blur
–
Stay
Up
to
Speed”
“More
than
just
social
media
-‐
Get
Digitally
Buff”
“Be
Strategic
–
12
Ingredients”
“Be
Passionate
-‐
Do
Something”
“Build
an
awesome
brand/Find
your
awesome
job-‐
Get
Networked”
4.
5.
#1
The
World
is
a
Blur
6. “It
is
not
the
strongest
of
the
species
that
survive,
nor
the
most
intelligent,
but
the
one
most
responsive
to
change.”
Charles
Darwin
7. Mobile,
Social
and
Video
Has
Mainstreamed
2008
2012
2016*
Mobile
Subscrip/ons
s
4
Billion
6
Billion
9
billion
Mobile
Data
0.1
Billion
1.5
Billion
4.5
Billion
Facebook
users
0.1
Billion
1.0
Billion
1.5
Billion
Internet
Video
654
PB/mth
16,880
PB/mth
45,280
PB/mth
Olympic
–
Tweets
0.2
Million
150
million
4,500
million
-‐
Athletes
A
Handful
2,000
10,500
*
Es/mates
Sources:
Ericcson,
Cisco,
ATOS,
Twi?er
1
PB
=
250,000
DVDs
8. î
The
average
lifespan
of
a
company
is
15
years
and
dropping
quickly…
î The
average
amount
of
jobs
you
will
have
by
42
is
ten.
ì Life
expectancy
is
now
81
years
old.
Source:
US
Department
of
Labour/Yale
S&P
Study/StatsCan
18. The
Full
Digital
Playing
Field..not
just
Facebook
Offence
•
Content/Campaigns
•
Social
media/networks
•
Influencer
outreach/paid
media
Midfield
•
SEO/search
marke/ng
•
Community
management/
engagement/modera/on
•
Mobile/Apps
Defence
•
Metrics/Analy/cs
•
Org.
Integra/on/Culture
•
User
experience/design
•
CRM/eCommerce/Fundraising
•
Hos/ng/plauorm
sopware
23. BALANCE
FOUR
FACTORS
Business/
OrganizaPon
Sponsorship
ObjecPves
IncenPves
Vision
Resources
Revenue
Talent
Marketplace
No
Relevance
Culture
Partners
Values
Process
No
ExecuPon
No
DirecPon
PosiPoning
Needs/Wants
Benefits
No
Capability
Experience
Product/Service
Advocacy
Support
Media
Community
A[enPon
Brand
Customer
24. Forget
the
4Ps…
Embrace
the
Wikibrand
13Es
Would
you
recommend
my
brand
to
a
friend
or
colleague?
Mission
Drivers
Well
would
you?
Evangelism
(promotion)
Advanced
Drivers
Experience
(product) Escape Effiliation
Premium
Drivers
Ennovative Equity
Entertainment
Entimate
Basic
Drivers
Entegrity Exposed Education
Esthetics Exchange
(place)
(price)
Company-driven User-driven
25. Movember
–
Energizing
and
Focusing
a
Community
-‐
-‐
ObjecTves
–
Vision
–
“Change
the
Face
of
Men’s
Health”
Brand
–
“Bring
back
the
retro
icon
of
the
moustache
to
visibly
support
cause”
OrganizaTonal
Culture
–
-‐
$125MM
raised
in
2011
“If
it’s
awesome
they
will
use
it,
-‐
850k
par/cipants
if
it’s
awesome
they
will
talk
-‐
10
/mes
more
social
presence
-‐
3
/mes
more
dona/ons,
about
it.”
healthy
amount
via
Facebook
26.
27. Top
10
Ranked
Word
of
Mouth
Elements
Great
ideas
that
spread
are
rare
and
valuable
#1
ConversaPon
Worthy
Idea/Concept
#2
Great
Product/Brand
#3
Customer
Experience
provided
#4
The
Audience
who
ParPcipates
#5
Culture/employees
of
a
Company
#6
Method
in
which
it
interacts
w/
its
audience
#7
Incen/ves
for
referral
#8
Strong
process
#9
Crea/ve/design
used
#10
Tools/technology
pla_orms
built
Source:
Wikibrands
Buzz
Report
29. III.
Rules
and
Governance
-‐
Rules,
Guidelines
&
Survival
Guide
-‐
-‐ 94
Pages
of
Digital
Goodness
-‐ Guidelines
-‐ Online
Brand
Values
-‐ Dos
and
Don’ts
-‐ Best
Prac/ces
-‐ Decision
Tree
and
Q&A
-‐ Top
150
Suppor/ng
Websites
YMCA
Intranet
key.ymca.ca
Resources
&
Presenta/ons
30. What
Causes
Big
Digital
Blowups…Plan
Ahead
Incidence
#1
-‐
Exposure
of
Poor
Experience
#2
-‐
Poor
Influencer
RelaPons
#3
-‐
ViolaPon
of
Ethical
Guidelines
#4
-‐Rogue
Employees
#5
-‐
Inappropriate
Content
#7
-‐
ViolaPon
of
Legal
Guidelines
#6
-‐
Astroturfing/Lieing
#9
-‐NGO
A[ack
#8
-‐
Community
Censorship
#11
-‐
Lack
of
Fact
Checking
#10
-‐
Failure
to
Act
Quickly
#12
-‐
Inappropriate
Online
Response
0
2
4
6
8
10
12
14
16
Source:
Al/meter
31. IV. The 2-3 Year Life Stage of a Connected Community
Milestone achievement
User generated content
Incentives materialized
Mass supported
Expected cycle of activity
Expansion
Broadened focus
Fresh produced content Company culture change
Highlight contribution Self-governance
Incentives pitched Tiered membership
Networked
Seeded audience
32. A
Buff
Body
TacTcs
for
Sustainability
-‐ Language,
Content,
Outreach
-‐ IncenTves,
MoTvaTons
-‐ Tools
and
PlaXorms
-‐ Measurement
and
Metrics
33. V.
The
Language
and
Tone
of
a
Connected
Engaged
Brand
Reciprocal
Ethical
Human
Awesome
Helpful
Authen/c
Social
37. CONTENT
FREQUENCY
–
If
the
Customer
is
King,
then
Content
is
Queen
AcPvity
per
Great
Good
Minimum
Month
Blog
Posts
30+
12
5
Tweets
400
200
100
Facebook
60
30
15
Posts
Video
8
4
1
Email
8
4
1
39. Three
Reasons
Why
People
Join
Anything
The
Feel
Goods
–
The
Look
Goods
-‐
The
Get
Somethings
“How
do
I
idenTfy
with,
“How
do
I
appear
to
-‐
“What
is
my
direct,
help
the
community?”
others?”
tangible
reward?”
Fun
&
enjoyment
(#1)
RecogniPon
by
company
(#1)
InvitaPon
to
Events
(#1)
Crea/vity
Access
to
exclusive
resources
3rd
party
incen/ves
Group
effort/achievement
Ability
to
join
VIP
circle
Customized/
personalized
treatment
40. Kiva
–
Leveraging
Intrinsic,
Extrinsic
and
Explicit
Rewards
75
employees,
$250
million
in
loans,
1
million
people
in
Kiva
Community,
20k
Lending
teams,
435k
on
Twi?er,
140k
on
Facebook,
Number
of
Loans
per
Kiva
lender
7.3
45. VII.
Tools
and
Plauorms
Have
a
Home,
Neutral
and
Away
Game
Home:
Neutral:
Away:
Website
Brand
Pages
Social
Networks
Email/Blog
Employee
Profiles
Sharing
Sites
Database/Community
RSS
Feed
Other
Blogs
Forums
Facebook
Influencers
47. Plauorms
on
the
Rise
and
The
Fall
for
Business
Use
Fast
Risers
Dropping
Fast
#1
#2
#3
#4
*
Source:
Drap
results
from
Wikibrands
4th
Annual
Global
Buzz
Report
50. The
Jeremy
Lin
ROI
Measurement
Axiom
-‐
The
more
you
use
it,
the
more
you
prove
it
51. A
Buff
Spirit
GeNng
the
Smell
of
The
Place
Right
-‐ Culture
and
Leadership
-‐ Internalizing
Success
-‐ Community
Management
-‐ Listening
52. IX.
Culture
and
Leadership
A
Culture
Change
is
Required
MASS
ERA
DIRECT
ERA
INFLUENCE/WIKIBRANDS
ERA
Control
Collabora/on
Hype
Transparency
Decisions
Dialogue
Features
Purpose
53. We
want
the
real
thing…
#1
The
Need
for
Authen/city
and
Transparency
-‐
42%
#2
The
rise
of
social
networks
-‐
38%
#3
Increasing
role
of
wireless/mobile
-‐
35%
#4
Customers/people
waning
a?en/on
spans
-‐
25%
#5
Media
fragmenta/on
-‐
22%
#6
Change
in
mass
marke/ng
effec/veness
-‐
20%
Agent
Wildfire
-‐The
Buzz
Report,
April
2011
54.
55. The
CEO
Topspin
–
The
Peters
and
Deborahs
Get
It
• 82%
of
people
trust
a
company
more
who
has
a
CEO
involved
in
social
media
• 94%
believe
it
leads
to
a
be?er
brand
image
• 78%
believe
it
leads
to
be?er
communica/on
Source:
Brandfog
68. “A
company's
customer
advocacy
leader
needs
to
be
a
frequent
and
very
acPve
parPcipant
in
the
social
networking
space”
–
91%
agree
69. Please
list
the
top
3
traits
of
interviewees
who
are
consistently
hired.
• InquisiPve/eclecPc
experience
• Business
savvy
• Outgoing/moPvated
• Effort
and
courage
to
stand
out
from
the
pack
• Innova/ve
• Concise/concrete
examples
of
skills
• Thank
you
note/personable
74. “What
would
you
consider
to
be
the
number
one
asset
on
a
resume
for
new
hires
out
of
school?
“
#1
Industry
Related
Work
Experience
41%
#2
Track
record
of
Accomplishments
35%
#3
Variety
of
interests/passions
7%
Special
Sauce:
Though_ulness,
good
reasons
for
applying
Demonstrated
passion
for
my
business
Well-‐researched
pitch
76. How
do
the
majority
of
new
hires
get
made
at
your
company?
Please
choose
the
3
top
opTons:
#1
Referrals
#2
Internship/Coop
Programs
#3
Online
job
recruitment
sites
#4
Serendipity
–
right
person,
right
Pme
#5
Social/digital
media
awareness
#6
Volunteer/collabora/ve
involvement
78. What
social
spaces
should
new
hires
be
engaged
in
to
a_ract
posiTve
online
a_enTon?
(max.
3
choices)
• LinkedIn
90%
• Personal
Blog
69%
• Twi?er
65%
*
Nega/ve
stuff
on
Facebook
80. What
is
your
biggest
pet
peeve
with
interviewing
new
hire
job
applicants?
#1
Being
Unprepared
#2
Candidate
Arrogance
#3
Dissing
Old
Employers/Managers
#4
Not
Answering
Ques/ons
#5
Not
Asking
QuesPons
81. What
quesTon
do
new
hire
candidates
"trip
up"
on
most
frequently?
#1
Why
did
you
apply
for
our
company?
#2
What
is
your
biggest
opportunity/weakness?
#3
What
skills
do
you
have
that
would
make
you
valuable
for
this
job?
#4
Are
there
any
ques/ons
you
have
about
role/company?
82. Please
list
the
top
3
traits
of
interviewees
who
are
consistently
hired.
• InquisiPve/eclecPc
experience
• Business
savvy
• Outgoing/moPvated
• Effort
and
courage
to
stand
out
from
the
pack
• Innova/ve
• Concise/concrete
examples
of
skills
• Thank
you
note/personable
84. What
are
the
top
skills
you
are
looking
for
in
new
hires
out
of
school?
Please
select
your
top
3.
#1
CommunicaPon
skills
#2
Enthusiasm/perseverance
#3
Interpersonal
skills
#4
Fit
with
company
culture/values
#5
Crea/vity/Innova/on
88. Career/Interviewing
Advice
•
Network
like
crazy-‐
build
a
weak
/e
network,
get
out
of
comfort
zone
•
Get
social
network
deep
-‐
LinkedIn/Wordpress/Twi?er/
Facebook/YouTube/Slideshare/Google+
•
Be
on
Facebook,
don’t
be
too
drunk
on
Facebook
• Show
your
passion,
for
something
–
bake
it
into
your
job/
internship/spare
/me
89. Career/Interviewing
Advice
•
Reinvent
the
Resume
(Resume
2.0)
•
Volunteer
for
something
good
/a?end
events
•
Be
vigilant
on
follow
up
•
Don’t
take
first
job
beneath
you
90. Career/Interviewing
Advice
•
Meet
one
new
senior
person
every
month
•
Take
a
design/web
course
–
Adobe,
Wordpress,
HTML/
PHP,
video
edi/ng
–
try
Lynda.com
•
Be
different
–
bring
a
poruolio,
a
plan,
wear
something
different,
strike
a
bargain
•
If
failing,
let
it
hang
out,
show
your
passion
91. Five
Core
Messages
“Be
Strategic”
“Get
Digitally
Buff”
“Stay
Up
to
Speed”
“Be
Passionate/Do
Something”
“Get
Networked”