The Art & Architecture of Customer

Community Building Presented by Simon Mainwaring

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Convergence

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Social Pressures

Technology Pressures

Business Pressures

You

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1. Social Pressure SOCIAL CRISES

SOCIAL TECHNOLOGIES

SOCIAL ACTIVISM

Social Crises

Social Technologies

Social Activism

You

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EGYPT

BRAZIL

ISTANBUL

OCCUPY MOVEMENT

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Consumer Mobilization

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Customer Activism

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Mobile Activism

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2. Business Pressure SOCIAL LICENSE

EMPLOYEE SATISFACTION

RESOURCE SCARCITY

Social License

Employee Satisfaction

Resource Scarcity

You

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The drivers of brand reputation are expanding beyond marketing to include supply chain, metrics, employees, engagement, customers.

Expanded Accountability

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3. Technology Pressure MULTI-SCREEN

REAL-TIME

SPEED OF CHANGE

Multi-screen Real-time

Speed of Change

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Social Business B2C

SOURCE IBM 2012 Global CEO Study

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Social Business B2B

SOURCE B2B Content Marketing 2013

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TODAY EVERYONE WITH A COMPUTER OR SMART PHONE IS THIS MAN.

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“ ”“Consumers want a better world, not just better widgets.”

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Purpose as Profit

SOURCE Edelman 2012 GoodPurpose Study

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SOURCE Cone Echo 2013 Global CR Study

CONSUMERS WANT TO GET ENGAGED WITH CORPORATE SOCIAL RESPONSIBILITY EFFORTS

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Purposeful Employees

SOURCE A 2013 Deloitte ‘Culture of Purpose’ Report

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“ ”86% of Millennials would consider leaving an

employer if its social-responsibility values no

longer matched their expectations.

PriceWaterhouseCoopers

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“ ”80% of the 13–25-year-olds want to work for

a company that cares about its impact. In the

same survey, more than half said they would

refuse to work an irresponsible corporation.

NET IMPACT

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Customers Activists

SOURCE Edelman 2012 GoodPurpose Study

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Vision

Business Society

The Planet

Business

Society

The Planet

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“ ”“The most iconic brands of the future will be those with the greatest social impact.”

3 Critical Questions !!!

1. What is your story? 2. How do you share it? 3. How does it build business?

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1. What is your story?

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Story +

Telling

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Story Strategies

• Story transcends technology.

• You must tell a story worth telling to be a brand worth sharing.

• How well you tell your story determines how well your customers tell your story.

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Stages of Story Definition

1. Undefined

2. Tactical

3. Schizophrenic 4. Consistent

5. Branded

6. Social Brand

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Defining Your Brand

• What does your company do?

• What is its purpose?

• What are its values?

• Who does it serve?

• What is its mission?

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Corporate Mission

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Corporate Values

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What property do you own?

• Coca-Cola. Open happiness.

• P&G. Change that matters.

• Starbucks. Shared Planet.

• Nike. Better world.

• IBM. Smarter Planet.

• Unilever. Sustainable living.

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Simplicity and Consistency

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Framing your story

• Be the celebrant, not celebrity, of your customer community.

• Make the customer the hero of your brand story.

• Assume what you want to prove and dramatize the benefits.

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Global B2C Vision

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Global B2B Vision

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Sustainability Vision

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Sector Philosophy

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Eco Consciousness

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Cultural Movement

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“ ”“In today’s social business marketplace,

brands no longer show our separation

or differentiation but our connectedness

through values.”

Question 1:

What one human property do you want your brand to own?

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Key Takeaway 1: !

The future of profit is purpose.

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5 minutes to answer the question

and share it peer to peer.

2. How do you share it?

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Customer as Celebrity

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Brand Ambassadors

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P&G, Pampers, Vaccines

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Story Arc

STORY

TIME

MISSION

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Tactics

STORY

TACTIC

TACTIC

TACTIC

TACTIC

TACTICTACTIC

TIME

MISSION

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Values-based Product Stories (3M)

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Grow Community

STORY

TIME

MISSION

Engage

Upgrade

Reward Engage

Engage

Engage

Reward

Reward

Upgrade

Upgrade

Upgrade

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Product Vision

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Self-sustaining Profits + Impact

STORY

TIME

MISSION

Tactic

Tactic

Tactic

Tactic

Tactic

Tactic

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Brand Storytelling

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Product Brand Storytelling

COMPANY BRAND

PRODUCT BRAND

PRODUCT BRAND

PRODUCT BRAND

PRODUCT BRAND

PRODUCT BRAND

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Aligning Good Works

• CSR

• Sustainability

• Community Giving

• Employee Volunteering

• Cause Marketing

• Foundation

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Benefits of Values Alignment

• Singularity of messaging

• Reputation enhancement

• Social license protection

• Risk mitigation

• Employee and customer goodwill

• Marketing spend optimization

Question 2:

What customer benefit will your brand celebrate?

!

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Key Takeaway 2: !

Be the chief celebrant, not celebrity, of your customer community.

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5 minutes to answer the question

and share it peer to peer.

3. How does it build business?

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Leadership and Narrative

• People grow into the conversations you create around them.

• Your larger brand narrative will drive the conversations that change your employees, customers and business.

• Find the why that’s bigger than your company and you’ll find the way to lead the future.

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Leading a Conversation

Same sex marriage Small business growth

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Leading a Conversation

Are we over-consuming? How equally shared is the value we create?

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Leading the Conversation

Antibiotic-free ingredients Access to sport

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Leading a Conversation

Are we truly innovating? Are we truly collaborating for impact?

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Catalyzing Leadership

Question 3:

What conversation will you lead?

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Key Takeaway 3: !

People rise to the conversation you create

around them.

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5 minutes to answer the question

and share it peer to peer.

Three Action Items:

1. Own a human property.2. Celebrate your customers.

3. Lead a conversation.

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Stories tellthe future.

Thank You! !

Contact: Simon@WeFirstBranding.com

!Slides:

Slides@WeFirstBranding.com !

Training Summit:

WeFirst14.com Promo Code: IMPACT (save $500)

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Q&A