Brand Community , Word of Mouth and Buzz .... for Lovers

transcript

Brand Communities, Word of Mouth & Buzz…for lovers

A Presentation By: Sean Moffitt President & Chief Evangelist

Agent Wildfire Inc.

it’s fresh, it’s new, it preoccupies us and everybody wants it

occasionally clumsy, nonsensical and not well understood

amazing! sometimes turns into lifelong companionship, exciting experiences or great memories – a joy to behold and experience

ouch! oftentimes turns into a short term crush or bad breakup

Social Media is like Young Love:

it’s maturing/ growing

it gets attention

it’s new, well-dressed

it’s connected

we like to spend time with it

it provides plus, plus benefits

and it can be cheap

Social Media – The Pretty Girl/Hunky Guy at the Ball

Social media are the flowers, perfume and love notes…

Buzz =Flirting

Word of Mouth= Dating

Community = Moving InTogether

Agent Wildfire tackles 3 types of real love

“Something you Buy” “Something you Trust” “Something you Want”

“Something you Prefer” “Something you’re Attracted To ”

“Something you Participate In”

There’s a new currency on how to build business

Business and marketing are lagging their customers at 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

On social media/word of mouth: - 79% optimistic, 67% expect growth- Delivering awareness/buzz/publicity is #1- Biggest growth expected:

- Social Networks- Social Media- Mobile marketing- Customer generated content- Influencer marketing- Brand communities/networks

Source: Agent Wildfire - 2009 Buzz Report

The 10 Love Principles of Good Social Media

i) FOCUS– “Why are we

doing this/what are we doing?”

Social/member need > Company need

Objectives/Strategy > Technology

2) LANGUAGE“do I like this/can I identify with this?”

“It doesn’t matter what you say, if I don’t like the way you’re saying it”

James Cherkoff, Collaborate Marketing

3) OUTREACH

“who’s involved/where can I find you?”

• Some of these people are not like the others

• Be everywhere

Visual

Outreach – Not Everyone is Equal

Outreach - The Community Tentacles

CommunityPortal

Content Engine

Blog/RSS

SocialTargeted

Findability

Visual

Multimedia

Updates

Interesting-ness

Conversation

Collaboration

Offline

Direct

Grassroots

Outreach Badging

Aggregation

4) INCENTIVES &

MOTIVATIONS“what’s in it for me?”

• Explicit• Extrinsic• Intrinsic

5) RULES“what can/can’t I do here?”

• Experience Facilitation

• Legal & Ethical Concerns

• Employee Policies and Training

• Ownership

6) TOOLS & PLATFORM“how and where

does it work?”

- 5 considerations- 2 Cs/3 Ss

- The 11 Cs

Tools – The 11 Cs of Social Media/Community

- Communication/Content i.e.news,photo,video- 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. networks, groups, teams- Categorization i.e. tagging, levels, lists- Collective Wisdom i.e. rating, ranking, voting- Co-Creation/Collaboration i.e. CGM, ideas, - Contextual Extensions i.e. mobile, offline, IM- Culture building i.e. engagement, causes

7) COMMUNITY MANAGEMENT“who will lead the conversation?”

How to Avoid This…

Community/Brand Evangelists - Tasks

8) WHY PEOPLE TALK“think different, be different, make me an offer”

It’s because of them

It’s because of what you provide

It’s because of who you are

#1 - Passionate about the topic#2 - Logo Lovers#3 – Knowledge Seekers#4 - Social Brokers#5 – Altruism#6 – Involved/Committed#7 – Seeking Feedback#8 – Ego-driven#9 – Reciprocity Dealers#10 – Self-Expression

#11 – Social Currency #12 – Brand Experience(s)#13 – Fame#14 – VIP Treatment/Customization#15 – Scarcity#16 – Influence#17 – Intimacy#18 – Visibility#19 – Tight Boundaries#20 – Rallying Cause#21 – Rewards#22 – Expertise#23 – Bite-Sized Participation#24 – Network Effects#25 – Memes

#26 - Innovative#27 –Remarkable/ Outrageous#28 – The Best at What You Do#29 – Authentic#30 – Liberating/ Problem Solving #31 - Edgy#32 – Trustworthy#33 – Likable#34 – Easy to Talk About#35 – Ritualistic#36 - Sensory

36 Reasons Why People Buzz

9) METRICS, MEASUREMENT, INSIGHTS & ROI

“what do we measure and look for?”

Measurement by Community Objective

10) THE BIGGEST SINS“Don’t be that person”

Source: Agent Wildfire - 2009 Buzz Report

Running - Nike Plus Finance - PEMCOHospitality – My Starbucks Idea

B-to-B - Intuit Quickbooks Community Automotive - Ford Fiesta Method – People Against

Tech – Dell Ideastorm eCommerce – eBay Powersellers

Fashion - Threadless

Custom Build Brand Community/

WOM/Social Media Program

InfluencersCampaign/Insights

Program

2 Types of Programs

Inquire: info (at) agentwildfire.com

Phone: 416-255-4500

URL: www.AgentWildfire.com

Join: www.TheInfluencers.ca Blog: http://BuzzCanuck.typepad.com/

http://www.spreadslikewildfire.com/ Explore: The Buzz Report (e-newsletter)

Signup at www.AgentWildfire.com

Learn: Executive, WOM Seminars