eo-we first slides
TRANSCRIPT
“86% of global consumers believe that business needs to place at least equal weight on society’s
interests as on business’ interests.”Edelman 2010 GoodPurpose® Study
@simonmainwaring
Are you ready to be social?
Define Purpose and Core Values
Distil into Emotional terms
Craft a Manifesto
Write a Vision Statement
Commit to Purpose
Align Internally
@simonmainwaring
@simonmainwaring
Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values
@simonmainwaring
Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief
@simonmainwaring
Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative
@simonmainwaring
Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability
5 Essentials Social Platforms
Blog
Facebook/Twitter/Google+/Linked In
You Tube Channel
Content (re Products/Services/Purpose)
E-commerce (Offline/Online/Mobile)
Key Social Strategies/Tactics
Crowdsource ideas or funds or IP
Collaborate with competitors/cross sector
Build contribution into real/virtual consumption
Launch/partner with employee volunteer programs
Use social platforms to trigger donations/actions
Use online platforms/mobile apps for credibility/reach
Extra Return on Investment
Employee Retention
Intellectual Property
Research & Development
PR
Reputation Management/Word of Mouth
The future of profit is purpose.
Brands must become community celebrants not celebrities.
Marketers must become day traders in social emotion.
Thank You.
Twitter: @simonmainwaring
Email: [email protected]
For the slides, email:[email protected]
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