Sean Moffitt's presentation to MRU on Wiki Brands and how it applies to education and MRU.

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

2. h?p://
www.slideshare.net/
agentwildfire/
#wikibrands
@seanmoffi?
@wikibrands

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”

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

9. Change
is
Affec/ng
Every
Sector

10. #1
Educa/on
#4
Media
($3
Trillion)
($0.8
Trillion)
#2
Health
Care
#5
Finance
($4
Trillion)
($7
Trillion)
#3
Entertainment
#6
Energy
($0.7
Trillion)
($6
Trillion)
*
Source:
Drap
results
from
Wikibrands
4th
Annual
Global
Buzz
Report

11. The
world
is
a
blur
…mobile
culture

12. The
world
is
a
blur
…socializa/on
of
everything

13. CEO’s
Biggest
Challenges

14. We
don’t
have
the
answers….yet

15. PERIODIC TABLE OF 1.
2.
Experience
Entertainment
8.
9.
Freedom
Customization
MARKETING ELEMENTS 3. Curation 10. Collaboration
4. Connection 11. Authenticity
1
5. Innovation 12. Value
6. Speed 13. Globalization
2 3 4
7. Efficiency 5
6 7 8 9 10 11 12 13
14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49
50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67
68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85
86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103
104 105 106 107 108 109 110 111 112 113 114 115 116
104 105 106 107 108 109 110 111 112 113 114 115 116
Original graph crafted by Blinds.com

16. What
Tomorrow’s
Customers
Want

17. II.
Are
you
digitally
buff?

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

19. 3.
Gevng
Strategic

20. THE
WIKIBRAND
12
FACTORS
–
FLIRT/MILCC
• Focus/Strategy
• Measurement/Metrics
• Language,
Content,
• Internalizing
Success
Outreach
• Incen/ves/Mo/va/ons
• Life
Stage
Management
• Rules,
Guidelines,
Rituals
• Community
• Tools
&
Plauorms
Management
• Culture
• Ideas
That
Spread
• Listening

21. A
Buff
Mind
GeNng
the
Strategy
and
Plan
Right
-­‐ Focus/Strategy
-­‐ Ideas
That
Spread
-­‐ Rules/Guidelines/Rituals
-­‐ Life
Stage
Management

22. #1
Focus
-­‐
Star/ng
with
the
Y’s
“Why”

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

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

28. II.
Big
Ideas
That
Travel

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

34. Content
Quality
vs.
Quan/ty
vs.
Variety

35. CONTENT
QUALITY
–
Shoot
it,
Visualize
It,
Provoke
It,
List
It,
Link
It,
Friend
It,
Say
It

36. The
age
of
infographics…

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

38. VI.
INCENTIVES
&
MOTIVATIONS
“what’s
in
it
for
me?”

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

41. OUTREACH
-­‐
Who/where
and
why
are
the
ambassadors?
Influencers?
True
fans?

42. OUTREACH
–
Some
of
these
people
are
not
like
the
others

43. Outreach
-­‐
lululemon
–
Ambassadors
who
buy
in
-­‐ 60
Elite
Ambassadors
-­‐ 4,000
employees
and
local
ambassadors
across
140
stores
-­‐
35,000
R&D
par/cipants
-­‐
$1,700
revenue
per
square
foot

44. Two-­‐Step
Influence
–
Involve
then
Ask

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

46. #1
#2
#3
#4
#5
#6
#7
#8
#9
#10
#11
#12
#13
#14
#15
#16
#17
#18
#19
#20

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

48. Social
Media
Customer-­‐Driven
New
Jersey
Devils
Mission
Control

49. VIII.
Measurement,
Metrics
and
the
pursuit
of
ROI:
There
is
no
silver
bullet
to
measurement

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

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

56. Livestrong
Leadership
Leads

57. X
-­‐
Internalizing
Success
-­‐
Get
Employees
on
the
Bus…

59. Charity
Water’s
Employees
Celebrate
Their
Funders
on
YouTube

60. XI.
COMMUNITY
MANAGEMENT
“who
will
lead
the
conversa/on?”

61. You
Can
Keep
Anybody
Happy
Ini/ally,
How
Do
You
Get
Them
To
Stay
in
Love

62. Top
Tasks
of
Community
Managers
1. Communica/on
2. Content
Crea/on
3. Company/brand
evangelism
4. Member/Customer
support
5. Ongoing
Facilita/on
6. Metrics
Repor/ng
7. Event
Host
8. Community
Evolu/on/Feature
Development
9. Internal
Rallying
Cry
10. Community
Administra/on
11. Member
Recruitment/Crowdsourcing
Source:
Agent
Wildfire
2011
Community
Management
Survey

64. XII.
LISTENING
SYSTEM
“what’s
being
said?
Where
are
they
saying
it?
How
does
that
affect
us?
Do
they
know
we’re
listening?”

65. The
Biggest
Wikibranding
Sins
-­‐
Social
and
Digital
Deafness
is
Tops-­‐
Source:
Agent
Wildfire
2011
Buzz
Report

66. A
ba?ery
of
listening
tools…

67.
#4
Be
Passionate
–
Do
Something

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

70. #5
Some
WikiCareer
Advice
–
Get
Networked

71. “In
a
connected
world,
power
shirs
to
those
best
able
to
connect.”
Dov
Seidman

72. The
Power
of
a
Network…
It
is
the
dominant
factor
in
obesity,
smoking,
loneliness,
happiness,
op/mism,
generosity,
your
career
and
business
health

73. I.
THE
RESUME

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

75. II.
GETTING
IN
THE
DOOR…

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

77. III.
BECOMING
DIGITALLY
A
SOMEBODY…

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

79. IV.
THE
INTERVIEW…FOR
SOME
DREADED

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

83. IV.
THE
EVALUATION

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

85. Make
Your
Content
Sing

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”

92. Where
will
we
be…

93. Because
894
goals
and
310
sweat-­‐soaked
pages
can’t
be
wrong
"Skate
to
where
the
puck
is
going,
not
to
where
it
is."

94. Q&A,
Debate,
Confessions?

95. Stay
Connected…
Email
sean@wiki-­‐brands.com
LinkedIn:
ca.linkedin.com/in/moffi?sean
Twi?er:
@seanmoffi?
@wikibrands
Facebook:
h?ps://www.facebook.com/seanmoffi?17