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Wikibrands/WikiSponsorships - Managing Your Properties in a Fan-Driven Marketplace -,[object Object],April  2011Sponsorship Marketing Council,[object Object],@wikibrands,[object Object],Sean Moffitt  @seanmoffitt,[object Object]
Who is Sean Moffitt….,[object Object],Just A Blonde Guy With a Cause,[object Object],Night Job – Author, Agent Wildfire,[object Object],Day Job – President, Agent Wilidfire,[object Object],Weekends, Chief Sherpa, Generation Go,[object Object]
Our Humble Contribution - Wikibrands,[object Object],Published by McGraw-Hill 	(2011 Launch) ,[object Object],Twitter: @wikibrands,[object Object],Facebookpage: Wikibrands,[object Object],Website: www.Wiki-Brands.com,[object Object],¼ Wake up Call,[object Object],¼ Strategy Guide,[object Object],¼ Executional Road Map,[object Object],¼ Continuing Reference ,[object Object]
Forget social media…,[object Object],…we need social business,[object Object]
We searched far and wide to come up with a fresh argument for social business,[object Object],Wikibrands - The new currency for today’s marketplace:,[object Object],[object Object]
 Social influence
Digital engagement
Word of mouth
Online community
Grassroots marketing
Connected media
 Member collaboration
 Awesome contentEquals,[object Object],success in business,[object Object]
Wikibrands – A Business Manifesto Made in Canada…,[object Object],"Skate to where the puck is going, ,[object Object],not to where it is.",[object Object]
Great Brands Are Like Great Sports Teams…,[object Object]
Wikibrands, WikiSponsorships - Reinventing your Properties in a Fan-Driven Marketplace
What if you treated customers like fans?,[object Object],Scout/,[object Object],Mystery,[object Object],Shopper,[object Object],Thinktank/,[object Object],Sounding,[object Object],Board,[object Object],Turning Users, Customers and,[object Object],Consumers ,[object Object],User,[object Object],Customer,[object Object],Consumer,[object Object],Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters ,[object Object],Collaborator/Producer,[object Object],Community,[object Object],Member/,[object Object],VIP Insider,[object Object],Brand Fan,[object Object],Evangelist/,[object Object],Ambassador/,[object Object],Advocate,[object Object],Into Community Members, Advocates, Ambassadors ,[object Object],and Evangelists,[object Object],Seeded,[object Object],Adopter/,[object Object],Beta Tester,[object Object],AdvisoryCouncil/,[object Object],Cause,[object Object],Torchbearer,[object Object]
In the Year 3000…bold prediction,[object Object],“YouTube, Twitter and Facebook will merge and be an uber social network “YouTwitFace”,[object Object]
11,[object Object],Are You Ready ,[object Object],To Become Buzzing, ,[object Object],Wikibrand,[object Object],Evangelists?,[object Object]
The Tug of the Crowd,[object Object]
The Challenge Today,[object Object],- The Current Environment,[object Object],[object Object]
10 Essentials for Being Not Just Good but Awesome FLIRT Model
25 Things to Take Back to the Office
 Q & A,[object Object]
The Bad – NY Islanders,[object Object]
Why Now?,[object Object],The 9 arguments for Wikibranding,[object Object],Social/Collaboration/Engagement,[object Object]
Reason #1 – Business/Brand Culture,[object Object],Business Needs to Get Genuine,[object Object],#1  The Need for Authenticity and Transparency - 42%,[object Object],#2  The rise of social networks - 38%,[object Object],#3  Increasing role of wireless/mobile - 35%,[object Object],#4  Customers/people waning attention spans - 25%,[object Object],#5  Media fragmentation - 22%,[object Object],#6  Change in mass marketing effectiveness - 20%,[object Object],Agent Wildfire -The Buzz Report, April 2010,[object Object]
A Premium Brand is Now a Mark of Participation,[object Object],Reason #1 – Business/Brand Culture,[object Object], Participation is the New Brand Currency,[object Object],“Something you Want”,[object Object],“Something you Trust”,[object Object],“Something you Buy”,[object Object],“Something you ,[object Object],Participate In”,[object Object],“Something you Prefer”,[object Object],“Something you Love”,[object Object]
Reason #2 – Media Shifts,[object Object],The World is Connected and Engaged,[object Object],1.3 Billion Social Networkers Globally,[object Object],Facebook - 640 million,  130 friends each, 1,000+ fans per page,[object Object],Wikipedia – 265 million readers. 17 million articles,[object Object],Twitter – 190 million, 190 followers each (after 2 yrs),[object Object],LinkedIn – 101 million, 61 friends each, 189 index on post-grad ,[object Object],YouTube  - 18 million Canadians watch/292 minutes per month,[object Object],Flickr – 45 million members/5.0 billion photos,[object Object],Foursquare – 6 million/381 million checkins,[object Object],Amazon – 650 million users annually, $24 billion sales ,[object Object],GroupOn – 35 million users annually, $500 milion sales,[object Object],Quora – 600,000 registered users,[object Object],- Spending 82% more time on social networks than they did last year,[object Object]
Reason #2 – Media Shifts,[object Object],Business is Out Of Step,[object Object],How we spend ,[object Object],our media time:,[object Object],43% TV,[object Object],25%  Internet,[object Object],16% Radio,[object Object],8% Mobile,[object Object],5% Newspaper,[object Object],3% Magazine,[object Object],How business spends ,[object Object],their media money:,[object Object],43% TV,[object Object],19%  Internet,[object Object],11% Radio,[object Object],0.5% Mobile,[object Object],5% Newspaper,[object Object],3% Magazine,[object Object]
Reason #3 - Customer Experience,[object Object],Customers are in the Driver’s Seat,[object Object]
Reason #3 - Customer Experience,[object Object],Who Knows Better Than Your Customer,[object Object],Executives who believe the Customer Experience is the new battleground ,[object Object],- 95%,[object Object],Executives who believe they are delivering a positive customer experience - 80%,[object Object],Customers who agree - 8%,[object Object]
Reason #4 – Technology Impact,[object Object],And They Told 385 People and So On,[object Object],Mobile,[object Object],[object Object],Video Comes of Age,[object Object],- Video will represent 90% of traffic by 2015,[object Object],Dependency,[object Object],[object Object],Agification,[object Object],- Baby Boomers are the New Apped/Networked,[object Object],Connection,[object Object],[object Object]
 Twitter 190 Followers
  LinkedIn 65 Colleagues,[object Object]
Reason #6 – Marketing Challenges,[object Object],Brands Need To Get Noticed and Talked About,[object Object],Top 8 Differentiation Drivers,[object Object],[object Object]
 Dynamic
 Different
 Distinctive
 Innovative
 Visionary
 Daring
 ProgressiveTop 8 Value Desirability Drivers,[object Object],- High Quality,[object Object],- Trustworthy,[object Object],- Good Value,[object Object],- Reliable,[object Object],- Original,[object Object],[object Object],- Fun,[object Object],- Leader,[object Object],Source: Y&R Brand Asset valuator,[object Object]
The top 50 Facebook Brands,[object Object],Food Brands                 12,[object Object],Beverages                      10,[object Object],Fashion Brands              9,[object Object],Websites/Networks       6,[object Object],Entertainment Brands   6,[object Object],Sports Brands                 4,[object Object],Tech/Games                   4,[object Object]
One caveat – Brands and their Properties Have Never been More Important,[object Object]
Reason #7 – Competitive Advantage,[object Object],Be The First To Do Social Well,[object Object],78% don't have an employee policy,[object Object],More than ½ of top firms don’t have a strategy,[object Object],71% of marketers are less/only equally familiar w/ new media tools than their customers.,[object Object],Source: Commotion Study/Buzz Report,[object Object]
The Top 100 Twitter Brands,[object Object],Musicians/Singers       35,[object Object],Actors                            11,[object Object],Talk Show Hosts            8,[object Object],Websites                         8,[object Object],Sports                              8,[object Object],News Groups                  7,[object Object],Web Personality             7,[object Object],Famous for being Famous 5,[object Object],Politics /Politicians         3,[object Object],Brands                              1,[object Object]
Reason #7 – Competitive Advantage Staff Up For The Opportunity,[object Object],53% of businesses engaged in social/digital spaces do not have full-time staff to support the effort.  ,[object Object],Only 14% of companies are proactive in creating external advocates and leveraging them.,[object Object],83% of executives believe their agencies need to radically transform be more competitive in a wikibrand world.,[object Object],Source: SNCR/Buzz Report,[object Object]
Reason #8 – Economic Reason,[object Object],Plus it’s what your CEO cares about,[object Object],C-Suite Interest –,[object Object], The CEO's #2 and #3 priorities are customer service and experience; ,[object Object],Advertising and promotion rank #12 and #14.,[object Object],Source: Microsoft Roundtable Study,[object Object]
Reason #8 - Economic Reason -,[object Object], Engagement Sells,[object Object],Engaged brands drive  value +18%,[object Object],Non-engaged brands decrease in value -6%,[object Object],Source: Interbrand 2009 Best Global Brand s report,[object Object]
Reason #9 – The Future of Sponsorships,[object Object],The Only Sure Thing - Change,[object Object],- Impact of Social Media,[object Object],-  Mobile, Mobile, Mobile,[object Object],- “Gamification”,[object Object],- Tribal communities,[object Object],[object Object],[object Object]
A Culture Change is Required,[object Object],MASS ,[object Object],SPONSORSHIPS,[object Object],DIRECT ,[object Object],SPONSORSHIPS,[object Object],WIKIBRAND,[object Object],SPONSORSHIPS,[object Object]
Raising a Brand, The Difference Between,[object Object],Raising a 4 Year Old,[object Object],Parenting an 18 Year Old,[object Object]
Playing By Different Rules,[object Object],Relationship Building > Marketing,[object Object],Purpose/cause > Features,[object Object],Expressions > Impressions,[object Object],Emotion > Eyeballs,[object Object],Stories > Features,[object Object],Dialogue > Monologue,[object Object],Real time > delayed,[object Object]
Six Big Wikibrand Benefits,[object Object],Brand Advocacy (Marketing),[object Object],[object Object]
 Referral/recommendation
Badging
 Sales/traffic
 Reduction in media budgets,[object Object]
Six Big Wikibrand Benefits,[object Object],Brand Perception (PR),[object Object],[object Object]
 Affinity
 Empathy/respect
 Lead industry conversation,[object Object]
Six Big Wikibrand Benefits,[object Object],Brand Support (Customer service/operations),[object Object],[object Object]
 Education/ advice
 Value-add experience
 Lead industry conversation,[object Object]
Six Big Wikibrand Benefits,[object Object],Brand Serendipity (HR/Corporate),[object Object],[object Object]
 Corporate social responsibility
 Galvanize employees
 Traditional media interest,[object Object]
Six Big Wikibrand Benefits,[object Object],Brand Content  (Media/Customer Experience),[object Object],[object Object]
 User-generated Creative
 User-generated content
 Reviews/ratings,[object Object]
Six Big Wikibrand Benefits,[object Object],Brand Insight (Research and Innovation),[object Object],[object Object]
 Beta-testing
 Market research/polling
 Industry/competitive intelligence,[object Object]
If Lubricants, Scissors and Insurance Can Do It, So Can You,[object Object]
The Recipe for Success?,[object Object],..10 Factors,[object Object]
The FLIRT Model – A Recipe for Wikibrand Success,[object Object],CULTURE,[object Object],CULTURE,[object Object]
THE BIGGEST SINS,[object Object],“Don’t be that person”,[object Object]
The Biggest Social Media Sins,[object Object],- Listening, Content and Focus,[object Object]
Molson uses LIAM,[object Object],Leveraging what we see in conversations,[object Object],Initiating discussion and dialogue,[object Object],Acquiring people for our community ,[object Object],Managing our communities,[object Object]
FOCUS,[object Object],– “Why are we doing this/what are we doing?”,[object Object]
FOCUS– Five Big Axioms,[object Object],The 4 Legs of the Wikibrand Couch,[object Object],- Bus. Objective/Organization/Brand/Customer,[object Object],Social/member needs >  Company needs,[object Object],The social customer has 4 seconds…,[object Object],Focus   >  Technology,[object Object],Commitment over Campaign,[object Object]
Hurdles?,[object Object]
Implementation Issue – Lip Service > Action,[object Object],The biggest obstacles that continue to exist in implementing wikibrands in your company/clients?,[object Object],1. Inability to measure				40%,[object Object],2. Lack of budgets					31%	,[object Object],3. No accepted standards/benchmarks		29%,[object Object],4. Fear of loss of control				29%,[object Object],5. Inability for culture to accept			25%,[object Object],6. Technical skills/expertise not in place		23%,[object Object],Source: Agent Wildfire Buzz Report 2010,[object Object]
#3 LANGUAGE, CONTENT & OUTREACH,[object Object],“do I like this/is there enough of this/can I identify with this/do they know me?”,[object Object]
Forget 1,000,00 Fans, Who are Your Top 1,000 Zealots?,[object Object],Seeding the Influencer Curve…at the Right Time,[object Object],“The Ones Who Create Ideas”,[object Object],“The Ones Who Provide,[object Object],Credibility”,[object Object],“The Ones Who Spot & Scout New Stuff”,[object Object],“The Ones Who Connect & Spread the Word”,[object Object],“The Ones Who Sell and Lead Opinions”,[object Object],“The Ones Who Attract,[object Object],Attention”,[object Object]
The Twittersphere of Athletes,[object Object]
4. INCENTIVES & MOTIVATIONS,[object Object],“what’s in it for me?”,[object Object]
5. RULES, GUIDELINES & RITUALS,[object Object],“what can/can’t I do here?”,[object Object]
Rules - Kodak – Good Empowering Rules ,[object Object],Experience Facilitation,[object Object],Legal & Ethical Concerns,[object Object],Employee Policies,[object Object],Ownership,[object Object],Support, Training and Certification,[object Object],Rituals/Customs,[object Object]
6. TOOLS & PLATFORM,[object Object],“how and where does it work?” A home and away game,[object Object]
Have a Home and Away Game,[object Object]
The Core 10 for a Business,[object Object],      Tool             Metaphorical Room		Organizational Benefits,[object Object],Facebook    - “The Living Room”    - Ubiquity, Socialness, Integration,[object Object],Twitter       - “The Front Porch”       - Trends, Viralness, Launches ,[object Object],Blog            - “The Garden”              - News, Comments, Feeds, SEO,[object Object],Community Site – “The Pool”         - Fans, Deep Engagement,[object Object],YouTube  -      “TV Room”                - Entertainment, Previews, Video,[object Object]
Continued…The Top 10 networks ,[object Object], Tool              Metaphorical Room	  Organizational Benefits,[object Object],6.    Flickr          - “Gallery”             - Photos, Artists, Celebrity,[object Object],7.    LinkedIn    - “The Office”       - BtoB, Deals, Professional Community,[object Object],8.    Wiki           - “Workshop”       - Collaboration, Fan community,[object Object],9     Foursquare – “Driveway”     - Location-based, Novelty, Events,[object Object],10.   MySpace    - “Basement”     - Entertainment, Music, Mainstream    ,[object Object]
7. COMMUNITY MANAGEMENT,[object Object],“who will lead the conversation?”,[object Object]
8. LIFE STAGE OF THE COMMUNITY,[object Object],“when do we need to adapt?”,[object Object]

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  1. enti