socap we first
TRANSCRIPT
1. The New Customer
@simonmainwaringwefirstseminar.com
@simonmainwaring
Global Recession
wefirstseminar.com
@simonmainwaring
Consumer Distrust
wefirstseminar.com
@simonmainwaring
Connected Citizens
wefirstseminar.com
@simonmainwaring
3. Connected Citizens
wefirstseminar.com
@simonmainwaring
3. Connected Citizens
wefirstseminar.com
Consumers want a better world,not just better widgets.
@simonmainwaringwefirstseminar.com
“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
@simonmainwaringwefirstseminar.com
Timeless Brand Strategy
Define Purpose and Core Values
Distil into Emotional terms
Craft a Manifesto
Write a Vision Statement
Commit to Purpose
Align Internally
@simonmainwaringwefirstseminar.com
5 Essentials Social Platforms
Blog
Facebook/Twitter/Google+/Linked In
You Tube Channel
Content (re Products/Services/Purpose)
E-commerce (Offline/Online/Mobile)
@simonmainwaringwefirstseminar.com
1. Brand Community Building
@simonmainwaringwefirstseminar.com
@simonmainwaring
Brand Content/Values: Expedition 206 ‘Open Happiness’
wefirstseminar.com
@simonmainwaring
Brand/Consumer/Causes: Pepsi Refresh Project
wefirstseminar.com
@simonmainwaring
Brand Community Architecture : Nike & Livestrong Foundation
wefirstseminar.com
@simonmainwaring
Brand Community Architecture: Nike & Livestrong
wefirstseminar.com
2. Contributory Consumption
@simonmainwaringwefirstseminar.com
Build Community Through Contribution
@simonmainwaringwefirstseminar.com
@simonmainwaring
Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values
wefirstseminar.com
@simonmainwaring
Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief
wefirstseminar.com
@simonmainwaring
Contributory Consumption: Zynga & Pepsi Hut partner to fight world hunger
wefirstseminar.com
3. Brand Collaboration
@simonmainwaringwefirstseminar.com
@simonmainwaring
Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative
wefirstseminar.com
@simonmainwaring
Brand Collaboration: Nike GreenXChange
wefirstseminar.com
@simonmainwaring
Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability
wefirstseminar.com
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
@simonmainwaringwefirstseminar.com
@simonmainwaring
Brand Goodwill: Nordstrom enters NYC with charity store
wefirstseminar.com
@simonmainwaring
For Profit/Cause Integration: TOMS Shoes and Eyewear
wefirstseminar.com
@simonmainwaring
Non-Profit Brand Storytellers: charity: water
wefirstseminar.com
@simonmainwaring
Brand/Non-Profit Partnerships: Made For Good
wefirstseminar.com
@simonmainwaring
Brand Collaboration: Nike Environmental Design Tool
wefirstseminar.com
@simonmainwaring
Brand/Customer Partnerships: Socialvest online/mobile platform
wefirstseminar.com
@simonmainwaring
Citizen Activism: #OperationCupOfTea
wefirstseminar.com
@simonmainwaring
Mobile Brand Accountability: GoodGuide customer app
wefirstseminar.com
@simonmainwaring
Future: Kiip = Social Gaming as OS + Social Currency + Mobile Content
wefirstseminar.com
Return on Investment
@simonmainwaringwefirstseminar.com
@simonmainwaring
Return on Investment
wefirstseminar.com
Extra Return on Investment
Employee Retention
Intellectual Property
Research & Development
PR
Reputation Management/Word of Mouth
@simonmainwaringwefirstseminar.com
PC Magazine, July 2011
“A pple A pps Selling 9 T imes F aster Than M cD onald's B urgers.”
wefirstseminar.com @simonmainwaring
The Future
The Future
Gamification: Operating system for social media
Social media: Sharing social capital/influence
Content: Engagement
@simonmainwaringwefirstseminar.com
1. The future of profit is purpose.
2. Brands must become community celebrants not celebrities.
3. Marketers must become day traders in social emotion.
@simonmainwaring
Key Takeaways
wefirstseminar.com
T h a n k Yo u .
For these slides, email:
s l id e s @W e F ir s t B r a n d in g . c o m
For information on the first everW E F IR S T S O C IA L B R A N D IN G
S E M IN A R :
w w w . W e F ir s t S e m in a r . c o m