Presentation by Sean Moffitt of Agent Wildfire from SMC Seattle's 9/29 event. Uses case studies of brands successfully using social media along with trends in community engagement, and stats on the impact social media makes on a company's bottom line.

1. Wikibrands – Building a Brand in
Today’s Social Media Landscape
Sean Moffitt @SeanMoffitt
President & Chief Evangelist, Agent Wildfire
Sept 29, 2009
A Presentation to:

2. Sean Moffitt – Last of the Blonde
Change Agents

3. Agent Wildfire – Canada’s
Conversation Starters
- Helping clients get noticed, talked about and
advocated since 2004
- Executive faculty and marketing 2.0 consultants
to Don Tapscott and his firm nGenera
- Former marketing/strategy suit at Molson,
Guinness and Procter & Gamble
- Chief evangelist/t-shirt dude with
- Canadian Marketing Association
- The League of Kickass Business People
- TrendCity
- The Influencers
- Generation Go
- The Sisterhood of Influence

4. I love Seattle..

5. Are You Ready
To Become Certified
Social Media
Brand Advocates?

7. Your Result…
and The Tug of the Crowd
Influenced by WOM drivers:
- Liking
- Commitment/Consistency
- Social/Crowd Proof
- Authority
- Reciprocity
- Scarcity

8. 8
Marketers Never Forget – Humans are
Hard Wired Social Animals

9. White Paper Mania

10. -30
industry/social
media experts
- 100 brand
communities/
initiatives
-Ongoing…

11. Do Brands Still Matter?
Do they belong in Social Media?

12. Brands still Matter….
…it’s just that…

13. • Shifts in media
• Shifts in customer needs
• Shifts in technology
• Shifts in demographics
• Shifts in business models
• Shifts in economy
Fundamental Changes are Occurring
in How We Build Great Brands

14. Shift Happens…Customer Needs Change

15. Customers are in the Driver’s Seat

16. Customers Do Trust/Act on Decisions of
Their Social Circles
27% trust manufacturers
 14% trust ads
 8% trust celebrities
 90% trust their spouse
 82% trust their friends
Sources: Yankelovich/Henley Centre Sources: Keller Fay/Yankelovich/Henley Centre
Word of mouth is the #1 trusted source, up 50% vs. a generation ago

17. 17
“Something you Buy” “Something you Trust” “Something you Want”
“Something you Prefer” “Something you Love”
“Something you
Participate In”
There is a new currency on how to build brands

18. Running - Nike Plus
Finance- American
Express
Hospitality –
My Starbucks Idea
B-to-B
- Intuit Quickbooks Community Automotive - Camp Jeep
Travel – Starwood’s
The Lobby
Tech – Dell Ideastorm eCommerce – eBay
Powersellers
Startup - Freshbooks

19. Should we talk about the elephant in the
room…

20. Marketing has had a Gift Drop in Their
Lap

21. Product/Brand Gap:
Brands aren’t well differentiated
Top 8 Value
Desirability Drivers
- High Quality
- Trustworthy
- Good Value
- Reliable
- Original
- Simple
- Fun
- Leader
Source: Y&R Brand Asset valuator
Top 8
Differentiation
Drivers
- Unique
- Dynamic
- Different
- Distinctive
- Innovative
- Visionary
- Daring
- Progressive

22. Culture Gap– These Sides
Don’t Play in the Sandbox with Each Other
“Social media is not a red discipline, a blue
discipline, it’s a united discipline”

23. Knowledge Gap:
We lag our customers at understanding the rules and
tools of playing this new game
Question: How familiar are you with the tools of social media?
71% of marketers
are less/only
equally familiar with
the use of social
media tools than
their customers
Source: com.motion Poll

24. The biggest obstacles that continue to exist
in implementing social media/WOM in your
company/clients?
1. Inability to measure 40%
2. Lack of budgets 31%
3. No accepted standards/benchmarks 29%
4. Fear of loss of control 29%
5. Inability for culture to accept 25%
6. Technical skills/expertise not in place 23%
7. Do not understand diff. bet. Mass marketing 21%
Source: Agent Wildfire Buzz Report 2009
Implementation Issue – Lip Service > Action

25. Wikibrands: Culture – Strategy - Tactics

26. The Case for Brand Communities and the
Social Brand

27. How to get this guy to say yes?

28. $$$$ - Ching Ching…
79% of firms will be
increasing investment
in Web 2.0
technologies;
only 6% will decrease.
Source: Gartner, Sept 2009

29. The New 2.0 Frontiers
“Internal purposes” 65%
“External purposes” 58%
“Working with partners
and suppliers” 41%

30. Who’s managing our marketplace reputation anyway?
2/3rds
of a
company’s
touchpoints are
now
customer/user-
generated
- not brand or
company-
generated.Source: McKinsey

31. Brand Prerogative –
Engaged Brands Grow, Closed Brands Don’t
Engaged brand
value +18%
Non-engaged
brand value -6%
Source: Interbrand 2009 Best Global Brand s report

32. The Bald Headed Genius and Egg-Headed
Magazine Says So

33. Gartner predicts among Fortune 1000
companies over the next two years:
60% will
build an
online
community
…
…and 50%
will fail
The Future is Tribal

34. Brand Advocacy That Spreads
Word of mouth evangelism
– Maker’s Mark Ambassadors
Referral
– Mozilla “Spread Firefox”
Recommendation
– P&G’s Tremor /Vocalpoint
Badging
– Livestrong

35. Brand Insight that’s cheaper, faster and more effective
Idea stimulus
– Dell Ideastorm
Market research/polling
– Mattel’s Playground
Market scouts/intelligence
– American Express’
Open Forum

36. Brand Content that is creative, innovative and customer friendly
Co-innovation
– SAP Business Process
Solution development
– Oracle
Creative development
– Threadless
User-generated content
– Current TV
User reviews
– Petco

37. Brand Support that is cheaper, revenue driving and relevant
Sales and traffic
– eBay Powersellers
Value-added commerce
– Lego Mindstorms
Education & Advice
– Intuit
Customer service
– Comcast Cares
Co-Ownership
– MyFootballClub

38. Brand Perception that is positive, respected and
engaged
Affinity
– Jeep
Empathy
– Fiskars
Respect
– American Express
Member’s Project
Awareness
– Skittles
Lead a Conversation/PR
– MEC The Big Wild

39. Brand Serendipity that adds a ring of success
Stories & Testimonials
– Nuts About Southwest
Viralness/Crisis Management
– Barack Obama’s “Change You
Can Believe In”/ “Fight the Smears”
Traditional News PR value
– Dove’s Campaign for Real Beauty
Corporate Social Responsibility
– VanCity’s “Change Everything”

40. Ten Things to Get Right in Brand
Social Media

41. Percentage of
executives who
believe the
Customer
Experience is the
new battleground
- 95%
Percentage that
believe they are
delivering a
positive customer
experience - 80%
Percentage of
their customers
who agree - 8%
Listen/Engage Your Customer

42. • Leveraging what we
see in conversations
• Initiating discussion and
dialogue
• Acquiring people for our
community
• Managing our
communities
Molson uses LIAM

43. Turning Users, Customers and
Consumers
Into Authors, Producers, Scouts,
Testers and Collaborators &
Broadcasters
Into Community Members,
Advocates, Ambassadors
and Evangelists
Thinktank/
Sounding
Board
Scout/
Mystery
Shopper
Advisory
Council/
Cause
Torchbearer
Seeded
Adopter/
Beta Tester
Customer
User
Consumer
Collaborator/
Producer
Evangelist/
Ambassador/
Advocate
Community
Member/
VIP Insider
Brand Fans
What if you treated customers like fans?

44. FOCUS
– “Why are we doing this/what are we doing?”

45. FOCUS– Marry All Parties’ Interests/Capabilities
Two Big Axioms
Social/member needs
> Company needs
Focus >
Technology/Platform

46. Members/Customers Values/Lifestyle/Desires

48. Area of Benefit
“what do you want to
achieve?”
Scale/Size of
Collaboration
“how big will it be?”
Depth of
Collaboration
“how much member
involvement is
expected?”
Exclusivity of
Membership
“how open is your
community?”
FOCUS – Answer the Questions..

49. Area of Benefit - Microsoft
Feedback
- Emerging top issues
- Product issues identified
Advocacy
- Word of mouth/evangelism/Sharing
- Important stakeholders - VIPs
Support
- Break-fix issues
- Recognize people who provide answers
Nestor Portillo, Microsoft – Worldwide Director,
Community and Offline Support

50. Depth
Of
Involvement
Exclusivity
High
Low
Low
High
Community Depth of Involvement & Exclusivity

51. LANGUAGE & OUTREACH
“do I like this/can I identify with this?”

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

54. Outreach - The Community Tentacles
Community
Portal
Content Engine
Blog/RSS
Social
Targeted
Findability
Visual
Multimedia
Updates
Interesting-
ness
Conversation
Collaboration
Offline
Direct
Grassroots
Outreach Badging
Aggregation

55. Visual
Outreach – Not Everyone is Equal

56. “The Ones
Who Create
Ideas”
“The Ones
Who Spot &
Scout New
Stuff”
“The Ones Who
Sell and Lead
Opinions”
“The Ones
Who Provide
Credibility”
“The Ones
Who Attract
Attention”
“The Ones
Who Connect
& Spread the
Word”
Seeding the Influencer Curve…at the Right Time

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

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

59. • Ability to join VIP circle
• Access to exclusive channels
• Access to exclusive resources
• Chance for wider Fame
• Recognition (peer & company)
• Reputation building
• Recognition by company
• Reputation by peers
25 Community Incentives - Extrinsic
“How do I appear to others?”

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

62. Matching Incentive to Motivation

63. RULES
“what can/can’t I do here?”

64. • Experience
Facilitation
• Legal & Ethical
Concerns
• Employee Policies
• Ownership
Rules

66. TOOLS & PLATFORM
“how and where does it work?”

67. Platform Choice - Criteria
- Type of Software/Language
- Cost & Time
- Customization
- Scalability & Usability
- Security & Ownership

68. Platform Choices

69. Tools – The 11 Cs of Community
- Communication/Content i.e. photo/video/albums/news
- Competition i.e. rewards, contests, status
- Customization i.e. widgets, avatars, profiles
- Conversation i.e. blogs, forums, comment
- Connection i.e. messaging, integration, feeds
- Community i.e. social networks, groups, teams
- Categorization i.e. tagging, sections, levels, lists
- Collective Wisdom i.e. rating, ranking, voting, polls
- Co-Creation/Collaboration i.e. CGM, ideas, reviews
- Contextual Extensions i.e. mobile, offline, online, IM
- Culture building i.e. recruitment, engagement, causes

70. Amazon
- Designed for
Socialness
Amazon – Designed for Socialness

71. COMMUNITY MANAGEMENT
“who will lead the conversation?”

72. How to Avoid This…

73. Community/Brand Evangelists - Tasks

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

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

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

77. - Traffic Pattern & Statistics - 75%
- Community Member Engagement - 74%
- Unique Number of Visitors - 72%
- New Member Registration - 70%
- Member Satisfaction - 59%
- Provide Feedback/Ideation for R&D - 49%
- Number of Referrals by Members - 33%
- Transition Lurkers into Active Members - 29%
- Impact of community on revenue - 27%
- Mentions of Organization or Brand on other
Community Sites - 27%
The Most Popular Community Metrics

78. Measurement by Community Objective

79. CULTURE & ORGANIZATIONAL
CHANGE
“how will we be changed?”

80. Intuit Quickbooks

81. The FLIRT Model – A Recipe for Community Success

82. The Future of the Social Brand

83. Beliefs Strongly Agree Agree
Agencies need to radically reinvent
themselves to stay competitive
39% 44%
Managing the customer experience is
the key battleground for business
32% 50%
We will be able to track
conversations much more accurately
over the next decade
28% 48%
The marketing will become much
more important to their org. by
leveraging SM/WOM
20% 54%
Radically new social media and word
of mouth tactics will be adopted in
the next few years
20% 51%
Source: Agent Wildfire Buzz Report 2009
Beliefs are Changing

84. A Palette of New Strategies & Tactics Await
Source: Agent Wildfire
What forms of social media/word of mouth will
experience the most growth in the next few years ?
(top 3 choices)
Social media marketing 37%
Social network marketing 35%
Mobile marketing 34%
User-generated Content 31%
Influencer marketing 28%
Brand communities 20%
Customer forums 17%
Branded entertainment 16%
Cause-related marketing 14%
Brand microblogging 14%
Buzz marketing 13%
Corporate/brand blogging 11%

85. Debate
- PR vs. Ad agency vs. Digital?
- Wisdom of Crowds vs. Influencers?
- Privacy vs. Filtering?
- Video, Mobile, Aggregation or Augmented
reality?
- Build your own vs. operate on other networks?

86. Source: Agent Wildfire Buzz Report 2009
Debate
- Free vs. Monetization?
- Google, Facebook, Twitter or Somebody else?
- Personal vs. Corporate Branding?
- How traditional media gets saved?

88. Sean Moffitt
smoffitt@agentwildfire.com
(416) 255-4500
Twitter: @seanmoffitt
www.AgentWildfire.com
Blog: Buzz Canuck