Presentation - October 25th, 2011 by Sean Moffitt

1. WSC Logo
- Wikibrands, WikiSponsorships
-Reinventing Business and Properties
-in a Fan-Driven Marketplace -
Sean Moffitt @seanmoffitt October 2011 @wikibrands
Western Sponsorship Congress

2. Who Am I – Sean Moffitt

3. Perhaps closer to the truth….

4. Wiki Sponsorship Unplugged
MASS DIRECT WIKIBRAND/
MARKETING MARKETING SOCIAL INFLUENCE
Control Collaboration
Hype Authenticity
Decisions Dialogue
Features Purpose
Broadcast Connection

5. Beyond Facebook/Twitter Pages
Offence
• Content/Campaigns
• Social media/networks
• Influencer outreach/paid media
Midfield
• SEO/search marketing
• Community
management/moderation
• Mobile/Apps
Defence
• Metrics/Analytics
• Org. Integration/Culture
• User experience/design
• CRM/eCommerce

6. Why Care? -
Wikibrands/
Wikisponsors Win

7. If Lubricants, Scissors, Magic Markers and
Insurance Can Master It, So Can You

8. Keynote Speaker Cardinal Rule:
• In the first 2-3 minutes:
 Get them to laugh
 Get them to understand importance
 Get them to like you
 Get them to believe you
 Get them to act

9. Literary Credibility – Wikibrands
How Do Top 100 Brands Put Their Digital Pants On
2011 BookList Top Business Book
Twitter: @wikibrands Website: www.Wiki-Brands.com

10. Professional Credibility -
My Personal Olympic Rings….
Sponsor/Event Cred Geek Cred Marketing Cred
Sports/Property Cred Social Cred

11. Practitioner Credibility - Agent Wildfire
– Canada’s Customer Engagement People

12. Insight Credibility – Recent Stuff
– Buzz Report, Community
Mgmt, WikiCauses, SxSw PTI, nGenera

13. Stand Up and be Counted…
Who here has used digital/social media in
sponsorship efforts?
Keep Standing if:
- You want your sponsorship efforts to be AWESOME
-You want your fans to RAVE about your “thing”
- You have currently achieved AWESOMENESS and
RAVING LUNACY via your digital media?

14. A Crisis of Action …Not on my shift
½ of top firms don’t have a strategy
to tap the benefits of new/social
media
78% don't have an employee
policy for use of new/social media
53% of businesses engaged in
social/digital spaces do not have full-
time staff to support the effort.
Source: Commotion Study/Buzz Report

15. And a Crisis of Knowledge
71% of marketers are less/only
equally familiar w/ new media tools
than their customers.
Only 14% of companies are
proactive in creating external
advocates and leveraging them.
90% of executives believe their
agencies need to radically transform
be more competitive in a wikibrand
world. Source: SNCR/Buzz Report

16. An Encouraging Silver Lining –
Why Now Business Executives?
#1 The Need for Authenticity/ Transparency
#2 The rise of social networks
#3 Increasing role of wireless/mobile
#4 Customers/people waning attention spans
#5 Media fragmentation
Agent Wildfire -The Buzz Report 2011

17. The Future Looks Bright…
• “Wikibrand marketing influence
(social, mobile, word of mouth) will overtake
traditional media influence within the next
decade”
• 69% strongly agree/agree
“A company's customer advocacy leader needs to
be a frequent and very active participant in the
social networking space”
91% strongly agree/agree
Source: Buzz Report 2011

18. Moneyball Knows…
Thinking Differently:
“We are card counters
at the blackjack table.
And we're gonna turn
the odds on the casino.“
Digital - Sponsorship Learning:
- Be the Guerrilla
- Protect the Fort

19. Why Sponsorship Needs to Think
Differently on a Digital Front NOW?
 Growth - Finding/getting intimate new audiences
 Value - Enhancing the fan experience
 Assets - Protecting or getting around the official label
 Test Case - You’re allowed to be the rebels
 The Buzz Factor – you may not be bigger, but can be cooler
 Tangible Results - Getting feedback, metrics, insight and
stories to support effort

20. Moneyball Knows II
Reframing the Game
“Your goal shouldn't be
to buy players. Your goal
should be to buy wins. In
order buy wins, you need
to buy runs.”
Digital - Sponsorship Takeaway:
- Incubate audience vs. rent media
- Treat audience as asset not only revenue
- Build best experience everywhere via digital

21. Reframing the Customer
Thinktank/ Scout/
Sounding Mystery Turning Users, Customers and
Board Shopper
Consumers
User
Customer Consumer
Into Authors, Producers, Scouts, Testers
and Collaborators & Broadcasters
Collaborator/ Brand Fan Community
Member/
Producer
VIP Insider
Evangelist/
Ambassador/
Advisory Advocate
Seeded
Into True Fans, Community
Council/ Adopter/
Cause Beta Tester
Members, Advocates, Ambassadors
Torchbearer
and Evangelists

22. Canadian Organizations Need To Get This
Ranked #1
Online penetration –79%/26.7 million Canadians online
Online usage –average 43.5 hours online per month
Online video – 251 videos/17.2 viewing hours per month
LinkedIn usage - 15% of online Canadians use
Gaming – spend 4.5 hours each week
Ranked in Top 10
Social media Use– 70% use social media; ½ everyday
Facebook usage –#4 worldwide/82% of online Can.
Twitter usage –#6 worldwide/18% of online Can.
Smartphone usage – 33% of mobile users
Social media age breakdown
– usage is younger-skewed but broad spread, 18-34 {86%}, 35-
54 {64%}, 55+ {43%}
Mobile Usage
– there are 24+ million Canadian mobile subscribers
Source: comScore eMarketer/Ipsos Reid/Nielsen

23. The top 50 Facebook Brands
Food Brands 12
Beverages 10
Fashion Brands 9
Websites/Networks 6
Entertainment Brands 6
Sports Brands 4
Tech/Games 4

24. The Top 100 Twitter Brands
Musicians/Singers 35
Actors 11
Talk Show Hosts 8
Websites 8
Sports 8
News Groups 7
Web Personality 7
Famous for being Famous 5
Politics /Politicians 3
Brands 1

25. The Recipe for
WikiSponsorship
Success?
..20 Principles/20+ Examples/
Many Tips

26. FACTOR #1 FOCUS
– “Why are we doing this/what are we doing?”
3rd & 4th Top Reasons Why Organizations Fail In Digital

27. BALANCE FOUR FACTORS
Business/ Organization
Sponsorship Objectives Incentives
Vision Resources
Revenue
Talent
Marketplace
No Relevance Culture
Partners
Values Process
No Execution No Direction
Positioning Needs/Wants
Benefits No Capability Experience
Product/Service
Advocacy
Support Media
Community
Attention
Brand Customer

28. Mountain Dewmocracy
Providing Young Consumer Choice &
Freedom

29. Movember
– Energizing a Community with a Clear Focus -
Objectives – Vision
– “Change the Face of Men’s Health”
Brand – “Bring back the retro icon of the
moustache to visibly support cause”
Customer Needs - The right mix of:
- Fun/ retro appeal
- Competition
- Sense of belonging to a team and a global
movement that is making a difference
Organizational Culture -
– every interaction and donation matters
“If it’s awesome they will use it,
if it’s awesome they will talk about it”

30. FACTOR #2 THE IDEA
– “What is the motivating concept?”
Only 1.5% of tweets ever get retweeted twice

31. Top 10 Ranked Online Word of Mouth Elements
Great ideas that spread are rare and valuable
#1 Conversation Worthy Idea/Concept*
#2 Great Product/Brand
#3 Customer Experience provided
#4 The Audience who Participates
#5 Culture/employees of a company
#6 Method in which it interacts with its audience
#7 Incentives for referral
#8 Strong process
#9 Creative/design used
#10 Tools used /platforms built
Source: Agent Wildfire Buzz Report 2011

32. Doritos Crash The Super Bowl
Crowdsourcing Success

33. Kraft Hockeyville
Rallying Communities

34. #3 LANGUAGE
“do I like this/can I identify with this/do they know me?”

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

36. Why Can’t Marketing be Funny?

37. Language - Threadless – Possibly the Most Human Site in the
World

38. #4 CONTENT IMPACT -
STORYTELLING
“will I repeat this? Does this resonate with me?”
38

39. The Art of Storytelling – 9 Methods
- Aspirations and Beliefs
- David vs. Goliath
- Avalanche about to
Roll
- Changing Assumptions
- Anxieties

40. The Art of Storytelling – 9 Methods
- Personalities and
Personal Appeal
- How-to Stories and
Advice
- Glitz and Glam
- Seasonal/event-
related

41. #5 CONTENT FREQUENCY
“is there enough of this?/is it timely?/ how will I produce this?”

42. CONTENT FREQUENCY-
It may be cheap, but this is not a part time job
The average tweet lasts 12 minutes
The average Facebook post lasts 80
minutes
The average blog post last 1 ½ days

43. CONTENT IS SWEAT EQUITY–
If the Customer is King, than Content is Queen
Blog – Min. 3 posts per week
- well-tagged
Tweets – Min. 4 tweets per day, well
spaced apart
- 50/50 conversation/distribution
Video – Min. 1 video per month
- Embed in other things (blog,
twitter, Facebook)
Email – Min. 1-4 newsletter per month
Profiles (LinkedIn/Facebook)
- Pictures, Full Bio, Interests
- Join Groups
- Ask/answer questions

45. #6 CONTENT DESIGN
“does this pass my 4 second test? Is it dynamic? Is it clear?”

46. The Gold Benchmark – Clean, Icons, Dynamic

47. Clear motives, multimedia, sponsor integration

48. Facebook Design Clarity

49. #7 OUTREACH
- Who/where and why are the ambassadors? Influencers? True fans?

50. OUTREACH – Some of these people are not like the others,
Forget 100,000 Followers, Start at Finding 1000 Real Fans

51. - Wikibrand Recruitment Tools -
Where to Find Your Fans
1. Employees (and partners, affiliates and
stakeholders)
2. Twitter (or other microblogging platform)
3. Facebook
4. Discussion Forums
5. Traditional PR
6. Dedicated Community Portal
7. Conversion of website visitors
8. Blogger Outreach
Source: Agent Wildfire 2010 Community Management Survey

52. Outreach - lululemon – Ambassadors who buy in

53. #8 OUTREACH/SOCIAL
INTEGRATION

54. What is biggest “social” priority for 2011
- More sharing
- More control
- More time on site

55. Sharing Stuff – Brings More Traffic

56. Techcrunch - The Granddaddy of Sharers

57. 9. INCENTIVES & MOTIVATIONS
INTRINSIC – “I feel good”

58. Buzz and word of mouth engagement is
Core Belief
the art of the “unexpected surprise”
58

59. 9 Community Incentives - Intrinsic
“The Feel Goods”
• Fun & enjoyment
• Creativity
• Group effort/achievement
• Learning
• Better life/supporting cause
• Challenge/competition
• Satisfying curiosity
• Wanting to make a better product
• Meet people of similar interests

60. Kiva – Intrinsic Rewards

61. Mozilla – The Poster Boy for Feel Good Community

62. 10. INCENTIVES & MOTIVATIONS
EXTRINSIC – “I look good”

63. 9 Community Incentives - Extrinsic
“The Look Goods”
• Recognition by company
• Access to exclusive resources
• Ability to join VIP circle
• Access to exclusive channels
• Chance for wider Fame
• Recognition by peers
• Published leaderboard/ranking
within community
• Reputation building
• A larger audience/stage

64. People Do Things for 15 Minutes of Fame

65. Shine the Light on Your Fans

66. 11. INCENTIVES & MOTIVATIONS
EXPLICIT – “I get something out of this”

67. 9 Community Incentives - Explicit
“The Get Somethings”
• Invitation to Events
• 3rd party incentives
• Customized/personalized
treatment
• Non-monetary rewards
• Discounts
• Points accumulation
• Customer service
• Information/advice
• Cash rewards

69. 12. RULES, GUIDELINES & RITUALS
“what can/can’t I do here?”

70. Two Different Approaches
NHL Followers - 740,000 followers UFC - 380,000 followers
Gary Bettman - 15,000 followers Dana White 1,670,000 followers

71. Rules - Kodak – Good Empowering Rules
Air Force – Good Prescriptive Rules
• Experience
Facilitation
• Legal & Ethical
Concerns
• Employee Policies
• Ownership Rights
• Support, Training
and Certification
• Rituals/Customs

72. 13. PLATFORM – THE HOME GAME
“What do we lure and lasso people too? How do we host this
activity? How does it integrate?”

73. Have a Home (Platform),
Neutral and Away Game
Home: Neutral: Away:
Website Brand Pages Social Networks
Blog Personal Profiles Sharing Sites
Community RSS Feed Other Blogs
Forums Facebook Connect Influencers

74. 7 Owned WoM Tools – Your Home Game
OVERVIEW:
WOM
WILDFIRE Online Wiki/ Monitoring Social
Apps Blogs Email
Community Collaboration Tools Dashboard
Awareness 3 2 1
Perception 3 1 2
Targeting 1 2 3
Traffic/SEO 2 1 3
User Content 3 1 2
Engagement 3 1 2
Purchase 2 3 1
Referral 2 1 3
2 1 3
Evangelism
1 3 2
Thought Leadership
1 3 2
Measurement

75. Getting People to Spend Time
Intuit – BtoB Community Builder

76. Mint.com –An Awesome Home Base

77. 14. TOOLS – THE AWAY GAME
“Where do we operate? How do we share control? Social
media?”

78. Sports teams put their fans to work where they are…

79. Our Social House has many rooms…and
keeps expanding

80. 8 Shared WoM Tools – Your Away Game
OVERVIEW: WOM
WILDFIRE
Social Location based Ratings/ Photo Sharing
Bookmarks Forums
Awareness 3 2 1
Perception 3 1 2
1 3 2
Targeting
3 1 2
Traffic/SEO
1 3 2
User Content
Engagement 3 2 1
Purchase 1 3 2
Referral 1 2 3
Evangelism 1 3 2
Thought Leadership 2 1 3
3 2 1
Measurement

81. Nike Training

82. San Francisico Giants - Twitter

83. The Away Game - Kraft
- The Tools of Word of Mom

84. 14. Sponsor Tools
“How do we create great events? Partner experiences?
Recurring campaigns?”

85. Another 13 Tools for Being an Event Pro
Registration Directory Mobile
Reference
Tweetwall Community Organizing Live Event Blogging
Social Awareness Social Integration
Local Awareness
Tweetups Email Audience Engagement

86. Another 9 for Being an Sponsorship Pro
Athlete Tweeters
Communities
Mapping Athlete’s Social Registration
Directory Footprint
Social Dashboard Measurement Influence

87. 15. COMMUNITY MANAGEMENT
“who will lead the conversation?”

88. You can Keep Anybody Happy Initially, How Do
You Get Them To Stay in Love

89. Jon Sinden, Manager – Social Media, MLSE
What's the biggest effect new media and
digital connections is having on MLSE?
- The ability to connect with fans like never
before
- Fans, Teams, Players, Staffers are now all one
degree away from each other
- The “payoff” is real, trusting
relationships, translates into sales in the
future
- People want to be connected to something
they love. Sports teams are one of those
connections. The closer the
fans, teams, players, staffers get; the better.

90. Top Tasks of Community Managers
1. Communication
2. Content Creation
3. Company/brand evangelism
4. Member/Customer support
5. Ongoing Facilitation
6. Metrics Reporting
7. Event Host
8. Community Evolution/Feature Development
9. Internal Rallying Cry
10. Community Administration
11. Member Recruitment/Crowdsourcing
Source: Agent Wildfire 2010 Community Management Survey

91. Top Skills of Community Managers
1. Leadership/charisma
2. Diplomacy/Patience
3. Customer/member empathy
4. Persistence
5. Social/Networking
6. Communication Skills
7. Technology Skills
8. Passion for company/brand
9. Change Agent
10. Creativity
11. Leads the lifestyle of the customer
Source: Agent Wildfire 2010 Community Management Survey

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

93. Implementation Issue – Lip Service > Action
The biggest obstacles that continue to exist in
implementing wikibrands 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%
Source: Agent Wildfire Buzz Report 2010

94. Digital Media Measurement - No Silver Bullet Formula

95. Different Brand Yardsticks
- Measure The
Applause, Not the
Attendance
-Try many small
testable experiments
-Have goals, track
over time

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

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

98. Life Stage Management
THE GREAT Experiment Quarterly (Threadless)
THE GOOD Reinvent every 2 years (Dell)
THE BAD Not monitoring/moderating daily
THE UGLY Not reviewing weekly

99. #18 Culture Change Required
– “Live the brand, listen before saying, letting go?”

100. The Biggest Wikibranding Sin
- Social Deafness -
Source: Agent Wildfire 2010 Buzz Report

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

102. Internally,
Get Employees on the Bus…

103. #19 MONETIZING
“what do we sell? How do we sell it?”

104. What Can You Sell Digitally
 Email Access
 Display Ads/Naming
 Promo Pages
 Webinars/Livestreams
 Viral stunt
 Video Sponsorship/Pre-Roll
 Web Competitions
 Augmented Reality

105. What Can You Sell Digitally
 Digital Signage/tweet walls
 Influencer/niche audience programs
 Tweetups and live community events
 Crowdsourcing competitions
(photos, video. Ideas)
 QR Code competitions/scavenger hunts
 Mobile apps
 Web-enabled research
 Customized camera views/access

106. How to Do It
 Set up Sponsor Summit
Meetings/ideastorms Early
 Find your focus/story – let tactics/tech
follow
 Develop idea start with “wouldn’t it be
awesome”
 Create a simple off-the-shelf inventory
 Don’t throw it all in for FREE
 Field some manageable tests/measure

107. How to Do It
Get Feedback/Validation from
Fans/Advisors – identify wants
 Create a Content Calendar/Schedule
 Identify your top 100, 1000 fans, seed
them early
 Mix standard sponsor packages with
customized ones
 Ask for feedback right after
events/programs

108. Orange /Glastonbury App

109. 20. The Future

110. Types of New Media Future Growth
Tech - More tablet/smartphone usage in
arenas and stadiums Mark Palmer, Blue Jays
Live Experience - Duplicating the at-home
broadcast experience at the stadium with
customizable replays and content available on
your wireless device.
Media reinvention - traditional media will
need to be creative to stay competitive. They
can not communicate through the same
Louis=Philippe Dorais, Tennis
traditional ways they were used to
Canada
Customer Intimate Reporters - Their reporters
will need to re-invent themselves and accept
to develop new skills. The most creative ones
will be the ones customers will turn to in the
future.

111. Types of New Media Future Growth
Apps - applications or programs that
will connect all facets of the sports Carlos Ferreira, Argos
business. It would be like merging the
Facebooks, the Twitters, the
Foursquares and websites all in one.
Athlete Intimacy - read a story about
something and be able to react to it in
some way shape or form. I think we
will be a lot more connected to our
likes and passions. You will be able to
.
get more in depth when it comes to
following your team. Almost like living
it alongside a player.

112. Getting Around the “Official Sponsor” Noose in Digital Ways

113. The Rise of Video – TED Talks
- Video Worth Spreading

114. The Rise of Augmented Reality –
QR Codes – Support, Content or Insight

115. The rise of Purpose Driven Sponsorship

116. Make Your Digital Stuff Physical
and Your Physical Stuff Digital

117. Wikibrands … A Manifesto for the Future of Business
"Skate to
where the
puck is
going,
not to where
it is."

118. Let’s Start The
Conversation…
Inquire: sean@wiki-brands.com
smoffitt (at) agentwildfire.com
Phone: 416-255-4500 x226
URL: www.wiki-brands.com
Blogs: http://BuzzCanuck.typepad.com/
Explore: The Buzz Report (e-newsletter)
Signup at www.AgentWildfire.com
Learn: Executive Seminars

119. Q&A
Contact us:
Twitter: sean@wiki-brands.com
@wikibrands @seanmoffitt