Wikibrands, Wikigames - Reinventing Your Lottery in a Player-Driven

MarketplaceJanuary 26, 2012EL/WLA, London

@wikibrandsSean Moffitt @seanmoffitt

In our Canuck defence…Ranked #1 Globally

Online penetration - 79% of Canadians

Online usage - average 43.5 hrs/mth.

Online video - 251 videos/17.2 hours/mth.

LinkedIn usage - 15% of online Canadians

Social gaming - spend 4.5 hours/wk.

Online Banking - 65% of Internet users do

The Jason Bourne of Business + Digital + Marketing

Wikibrands…Customer Leadership for the Digital Age

2011/12

___________________

“Digital Participation Wins”2006

More than just a Facebook page, Twitter wall and mobile app…

The Four Fs of Digital Media

Get Found

Get Fame

Get Fans

Get Feedback

- Search Engine Exposure/Traffic- Awareness/recognition- Visibility- Market education

- Dialogue & Conversation- Ideas and innovation- Competitive Intelligence- Reviews/ratings/ testing

- Improved Perception/PR- Grassroots credibility/affinity- Pass along/viralness - Thought leadership

- Leads/Revenues- Online community/ambassadors- Word of mouth/referral- User generated content

Stand Up and be Counted…Who here is personally on Facebook?

Keep Standing if: You are doing digital media for your lottery/games?

You want your fans to RAVE about your “thing”

You have currently achieved AWESOMENESS and RAVING LUNACY via your digital media?

You want your lottery digital efforts to be AWESOME

28 Insights/45 Minutes

•5 Deep Thoughts

•6 Inconvenient Truths and Immutable Laws of the Social ‘Net

•10 Success Factors for Digitally-Engaged Organizations

•7 Smart Lottery 4.0 Ideas for the Future

#1 - WHAT IF YOUR LOTTERY WAS A MAGAZINE?

Do I find your content frequently? And is it relevant?

#2 - WHAT IF YOUR LOTTERY WAS A SPORTS TEAM?

Are you fan worthy?

#3 - WHAT IF YOUR LOTTERY COULD CHARGE FOR THE TIME

PEOPLE SPENT WITH YOU?$5

$2.50

$0/perdrink

Have you turned a commodity into an experience?

Source: Y&R Asset valuator

#4 – WHAT IF YOUR LOTTERY TOTALLY REFINED WHAT IT WAS?

Do your initiatives get noticed & talked about?

Top 3 Differentiation Drivers*

1. Unique2. Dynamic3. Different

Great content starts with…“Wouldn’t it be cool if…?

Great content ends with…“You have to check this

out…”

#5 - WHAT IF YOUR LOTTERY BECAME A MASTER STORYTELLER?

Do your initiatives resonate and inspire people to action?

http://stories.twitter.com/http://www.facebook.com/facebookstories

The State of The Union

The State of Lottery 2.0

The Lottery/Gaming 2.0 Scorecard…Area (point value) Criteria

Focus/Idea (10) Simplicity? Conversation worthy? Different?

Content (10) Frequency? Variety? Quality? Curated? Pliable? Helpful?

Incentives/Outreach (10) Calls to action? Substantive? Engagement?

Platform/Website (10) User-friendly? Desirable? Searchable? Dynamic?

Tools – Social/Community (10) Social media? Blogs? Forums? Ambassadors?

Tools – Innovative/Mobile (10) Video? Apps/mobile friendliness?

Integrated (10) Consistent? Embedded? Distributed?

Language/Tone (10) Human? Conversational? Transparent? Intimate?

Initiatives/products (20) Customized? Fast? Entertaining? Open? Awesome? Future-driven?

The Lottery/Gaming 2.0 Results

Focus/Idea 5.2/10Content 5.3/10Incentives/outreach 2.3/10Platform/website 3.5/10Tools – social community 3.1/10

The Lottery/Gaming 2.0 Results

Tools – innovative/mobile 3.4/10Integration 3.0/10Language/tone 5.1/10Initiatives/product 7.9/20

Overall 38.8/100

Customer don’t forgive businesses for bad web experiences!

Do we need to change and get better?..

• iTunes, Craigslist, ZipcarsFreedom

• Nike ID, Converse, Jones Soda Customization

• Amazon, RED, PatagoniaScrutiny

• Innocent Drinks, Vans, Trader JoesIntegrity

• John Fluevog, Wikipedia, DoritosCollaboration

• Red Bull, Axe, You Tube, SkittlesEntertainment

• Zara, Calvin Klein, GoogleSpeed

• Nokia, Toyota, Ace HotelInnovation

Shift Happens…Customer Needs Change

Source; Moxie Insight/nGenera Global Study

Agent Wildfire/Wikibrand’s 2011 Buzz Report Survey

“My business may not survive over the next 10 years if we don't act swiftly to

technology/digital culture”

65% agree/strongly agree

Socialness Authenticity

The 6 Immutable Laws of the New ‘Net

Psychology Versatility

InfluencePresence

31The 1st Law of the New ‘Net - Socialness

People engage to be social not to be your brand BFF…

– Online Community Motivation – Why Do True Fans Join?

#1 - Social Connection#2 - Shared Community Values/Culture#3 - Expression/Creativity/Venting#4 - Establishing influence with key decision makers#5 - Access to Special Information/Advice#6 - Appealing to Hobbies/Interests#7 - Making a difference/to matter/support a cause

Source: Agent Wildfire 2011 Community Management Survey

The 2nd Law of the New ‘Net - Authenticity

You really can’t fake, broker or shortcut this stuff…

Top Reasons – New Media Why Now Business Executives?

#1 The Need for Authenticity and Transparency -42%

#2 The rise of social networks - 38%#3 Increasing role of wireless/mobile - 35%#4 Customers/people waning attention spans - 25%#5 Media fragmentation - 22%#6 Change in mass marketing effectiveness - 20% Agent Wildfire -The Buzz Report 2011

The 3rd Law of The New ‘Net – Presence

Most brands are irrelevant most of the time to their customers…

This is a constantly shifting landscape…

The average tweet lasts 12 minutes

The average Facebook post lasts 80 minutes

The average blog post lasts 1 ½ days

In a constantly splintering world…

The 4th Law of The New ‘Net – Influence

Some of these people are not like the others…

13.8% of online population…

…create 80% of the online influence posts

6.2% of online population…

…create 80% of the online influence impressions

Influencers Make Themselves Known Online

We know how to find these people now

The 5th Law of The New ‘Net – Psychology

Having the best software suite matters little…

Top 10 Ranked Word of Mouth ElementsGreat 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 w/ its audience

#7 Incentives for referral

#8 Strong process

#9 Creative/design used

#10 Tools/technology platforms builtSource: Wikibrands Buzz Report

The 6th Law of The New ‘Net – Versatility

New digital media is just not media…

Digital Media Does Not Equal Marketing

Earliest Reason – Brand Perception

Most Bankable – Brand Support/Service

Most Lucrative – Brand Content

Most Overlooked – Brand Insight

Most Popular – Brand Advocacy

Most Unplanned/Viral – Brand Serendipity

The Recipe for Success?

..10 Factors

#1 FOCUS– “Why are we doing this/what are we doing?”

BALANCE FOUR FACTORS OrganizationBusiness/

Sponsorship

Brand Customer

No Relevance

No Capability

No DirectionNo Execution

ObjectivesVision Resources

TalentCulture

Incentives

Process

Needs/Wants

Experience

AdvocacyMedia

Revenue

PartnersValues

Marketplace

Positioning

Community

BenefitsProduct/Service

Support

Attention

Objectives – Vision – “Change the Face of Men’s Health”

Brand – “Bring back the retro icon of the moustache to visibly support cause”

Customer - 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

Movember – Energizing a Community with a Clear Focus

#2 LANGUAGE, CONTENT & OUTREACH“do I like this/is there enough of this/can I identify with this/do they know me?”

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

James Cherkoff, Collaborate Marketing

LANGUAGE – The 7 Golden Rules of Social Content

ReciprocalEthicalHumanAwesomeHelpfulAuthenticSocial

CONTENT– If the Customer is King, then Content is Queen

Activity per Month

Great Good Minimum

Blog Posts 30+ 12 5

Tweets 400 200 100

Video 12 4 1

Email 8 4 1

OUTREACH – The Community Richter Scale

#3 INCENTIVES & MOTIVATIONS“what’s in it for me?”

• 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

27 Community Incentives - Intrinsic

“The Feel 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

27 Community Incentives - Extrinsic

“The Look Goods”

• Invitation to Events• 3rd party incentives• Customized/personalized

treatment• Non-monetary rewards• Discounts• Points accumulation• Customer service• Information/advice• Cash rewards

27 Community Incentives - Explicit

“The Get Somethings”

Kiva – Intrinsic, Extrinsic and Explicit Rewards

#4 RULES, GUIDELINES & RITUALS“what can/can’t I do here?”

• Experience Facilitation

• Legal & Ethical Concerns

• Employee Policies

• Ownership Rights

• Support, Training and Certification

• Rituals/Customs

Rules - Kodak – Good Empowering RulesAir Force – Good Prescriptive Rules

#5 TOOLS & PLATFORM“how and where does it work?” A home, neutral and away game…

WOMWILDFIRE

OVERVIEW:

The Essential 8 Away Game Tools

Awareness

Perception

Targeting

Traffic/SEO

User Content

Engagement

Purchase

Referral

Evangelism

Thought Leadership

Measurement

13 2

23

1

3

1

1

1

Social Bookmarks

Location based

Ratings/Forums

Photo Sharing

12

1 2

3

3

21

123

23

2

3

3

2 3

21

123

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

WOMWILDFIRE

OVERVIEW:

The Essential 7 Home Game Tools

Awareness

Perception

Targeting

Traffic/SEO

User Content

Engagement

Purchase

Referral

Evangelism

Thought Leadership

Measurement

Monitoring Tools

OnlineCommunity EmailBlogsApps

1

1 2

12

1 23

213

11

12

1 2

1 23

Social Dashboard

Wiki/Collaboration

123

3

23

3

2 3

2 3

3

3

An Awesome Home Game - Threadless

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

You Can Keep Anybody Happy Initially, How Do You Get Them To Stay in Love

Community Managers – The Social Web’s Best Party Host

1. Communication 2. Content Creation 3. Company/brand evangelism4. 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

Top Tasks of Community Managers

Source: Agent Wildfire 2010 Community Management Survey

#7 LIFE STAGE OF THE COMMUNITY“when do we need to adapt?”

Life Stage Management

Experiment Quarterly (Threadless)

Reinvent every 2 years (Dell)

Not monitoring/moderating daily

Not reviewing weekly

THE GREAT

THE GOOD

THE BAD

THE UGLY

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

#1 Engagement Data – comments, engaged fans, likes, retweets

#2 Sentiment – opinion on what was said, positive/negative

#3 Traffic – hits, unique visitors, followers

#4 Conversion/leads – loyalty, purchase, referrals

#5 Customer evangelism*/satisfaction - Net promoter score, survey satisfaction

Source: Altimeter Group, Digital Strategists, Nov’10

The Top Measures

#9 Get the Watercooler Engaged

– “Unleash your employees/Open up the boardroom”

1. Employees 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

- Wikibrand Recruitment Tools -Where to Find Your Fans

Source: Agent Wildfire 2010 Community Management Survey

Internally,Get Employees on the Bus…

#10 Culture Change Required

– “Live the brand, listen before saying, letting go?”

The Biggest Wikibranding Sin- Social Deafness -

Source: Agent Wildfire 2010 Buzz Report

Lottery 4.0 Ideas

Lottery #1AdverSocialotteries

1. Pts. currencies

2. Real and virtual goods

3. Branded Entertainment

Lottery #2 Social Syndicating

Lottery #3Augmented Reality Lotteries

Lottery #4 The Lottery Diaries

Lottery #5 The Spoof Lottery

Lottery #6 – Crowdcausing Lotteries

Lottery #7Daily Gaming Infographics

97

Never Forget – Humans are Hard Wired Social and Influential Animals

They crave things that are awesome, social, authentic and customer-driven to talk about…

Some among us will talk a lot more than others..when they do, they share stories

Because 894 goals and 310 sweat-soaked pages can’t be wrong

"Skate to where the

puck is going, not to

where it is."

What – Wikibrands?

Published by McGraw-Hill

Twitter: @wikibrands@seanmoffitt

Website: www.Wiki-Brands.comEmail: sean@wiki-brands.com

Phone: 416-458-2818