kantar retail
TRANSCRIPT
@simonmainwaring#WeFirst
Global Recession
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Consumer Distrust
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Connected Citizens
@simonmainwaring#WeFirst
@simonmainwaring#WeFirst
Consumers want a better world,not just better widgets.
@simonmainwaring
#WeFirst
“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
#WeFirst
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
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#WeFirst
1. Community Building
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Brand Content/Values: Expedition 206 ‘Open Happiness’
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Brand/Consumer/Causes: Pepsi Refresh Project
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Brand Community Architecture : Nike & Livestrong Foundation
#WeFirst
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Brand Community Architecture: Nike & Livestrong
#WeFirst
2. Contributory Consumption
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Build Community Through Contribution
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Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief
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Contributory Consumption: Daillly uses the sale of virtual goods for Tsunami relief
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3. Brand Collaboration
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#WeFirst
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Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative
#WeFirst
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Brand Collaboration: Nike GreenXChange
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Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability
#WeFirst
4. Where to start?
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#WeFirst
5 Essentials Social Platforms
Blog
Facebook/Twitter/Google+/Linked In
You Tube Channel
Content (re Products/Services/Purpose)
E-commerce (Offline/Online/Mobile)
#WeFirst @simonmainwaring
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
@simonmainwaring#WeFirst
Case Studies
Brand/Non-profit/Consumer Platforms: Causecast, SocialVibe, SwipeGood, Network for Good, 7 Billion
Brand/Cause Marketing: GMC/Invisible People, Pampers/UNICEF, Nike/Livestrong, Ford/People’s Fleet, charity:water, AOL 365,
Toyota/100 cars, Tide/Loads of Hope, CareOne, Hershey/Care to Learn
Brand Collaboration: Sustainable Apparel Coalition, Nike Environmental Apparel Design Tool, Let’s Move Nutrition Charter, Nike
Green XChangeCrowdsourcing: Threadless Atrium, Crowdrise, Kickstarter,
BeRemedy.org, LoudSauce
For Profit: TOMS, GOODcorps, B Corps, StartSomeGood, Dancing Deer Bakery, Yerba Mate
Online/Mobile Apps: brandkarma.com, GoodGuide, SocialVest
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Sample ROI Measurement Formulas: Altimeter Group, Social Analytics Report, August 2011
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@simonmainwaring
#WeFirst
Extra Return on Investment
Employee Retention
Intellectual Property
Research & Development
PR
Reputation Management/Word of Mouth
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5. Where to next?
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#WeFirst
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Brand Goodwill: Nordstrom enters NYC with charity store
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For Profit/Cause Integration: TOMS Shoes and Eyewear
#WeFirst
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Brand Accountability: BrandKarma.com
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Brand/Customer Partnerships: Socialvest online/mobile platform
#WeFirst
PC Magazine, July 2011
“Apple Apps Selling 9 Times Faster Than McDonald's Burgers.”
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In-store Brand Accountability: GoodGuide customer app
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Kiip = Social Gaming as OS + Social Currency + Mobile Content
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Future: Mobile/Social/Gaming Intersection
Gamification: Operating system for social media
Social media: Sharing social capital/influence
Content: Engagement/Purpose
@simonmainwaring#WeFirst
Thank You.
Twitter: @simonmainwaring
Book: wefirstbook.com
Blog: simonmainwaring.com
Email: [email protected]
For these SLIDES and We First VIDEO, email [email protected]
For details on the first everWE FIRST BRANDING SEMINAR, email: