accp slides in las vegas - we first
TRANSCRIPT
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From Philanthropy to Business Building
2014 Annual Conference on Corporate Contributions
@SimonMainwaring
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Congratulations!
You are now the (unofficial)
CEO, CFO and CMO.
#WeFirst13
@SimonMainwaring
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Your new responsibilities:
1. Reputation Management (CEO-ish)2. Risk Mitigation (CFO-ish)
3. Marketing & Sales (CMO-ish)
#WeFirst13
@SimonMainwaring
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#WeFirst13
@SimonMainwaring
Social Pressures
Technology Pressures
Business Pressures
You
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#WeFirst13
@SimonMainwaring
1. Social Pressure SOCIAL CRISES
SOCIAL TECHNOLOGIES
SOCIAL ACTIVISM
Social Crises
Social Technologies
Social Activism
You
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#WeFirst13
@SimonMainwaring
EGYPT
BRAZIL
ISTANBUL
OCCUPY MOVEMENT
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#WeFirst13
@SimonMainwaring
Consumer Mobilization
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#WeFirst13
@SimonMainwaring
2. Business Pressure SOCIAL LICENSE
EMPLOYEE SATISFACTION
RESOURCE SCARCITY
Social License
Employee Satisfaction
Resource Scarcity
You
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#WeFirst13
@SimonMainwaring
The drivers of brand reputation are expanding beyond marketing to include supply chain, metrics, employees, engagement, customers.
Expanded Accountability
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#WeFirst13
@SimonMainwaring
3. Technology Pressure MULTI-SCREEN
REAL-TIME
SPEED OF CHANGE
Multi-screen Real-time
Speed of Change
You
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#WeFirst13
@SimonMainwaring
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#WeFirst13
@SimonMainwaring
Social Business B2C
SOURCE IBM 2012 Global CEO Study
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#WeFirst13
@SimonMainwaring
Social Business B2B
SOURCE B2B Content Marketing 2013
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#WeFirst13
@SimonMainwaring
TODAY EVERYONE WITH A COMPUTER OR SMART PHONE IS THIS MAN.
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#WeFirst13
@SimonMainwaring
“ ”“Consumers want a better world, not just better widgets.”
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#WeFirst13
@SimonMainwaring
Purpose as Profit
SOURCE Edelman 2012 GoodPurpose Study
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#WeFirst13
@SimonMainwaring
Opportunity Gap
SOURCE Edelman 2012 GoodPurpose Study
PERFORMANCE GAP IN ADDRESSING SOCIETAL ISSUES GAP COULD DRIVE DISILLUSIONMENT, DISENGAGEMENT AND DISTRUST
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#WeFirst13
@SimonMainwaring
SOURCE Cone Echo 2013 Global CR Study
CONSUMERS WANT TO GET ENGAGED WITH CORPORATE SOCIAL RESPONSIBILITY EFFORTS
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#WeFirst13
@SimonMainwaring
Millennials
SOURCE TBWA 2013 ‘Future of Social Activism’ Report
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#WeFirst13
@SimonMainwaring
“ ”86% of Millennials would consider leaving an
employer if its social-responsibility values no
longer matched their expectations.
PriceWaterhouseCoopers
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#WeFirst13
@SimonMainwaring
“ ”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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#WeFirst13
@SimonMainwaring
Customers Activists
SOURCE Edelman 2012 GoodPurpose Study
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#WeFirst13
@SimonMainwaring
Vision
Business Society
The Planet
Business
Society
The Planet
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#WeFirst13
@SimonMainwaring
New Capitalism
Shareholder Value
Shared Value
vs.
Financial Capital
Financial, Human, Natural, Social Capital
vs.
Profit for Profit’s Sake
Profit, People, Planet
vs.
Opacity Transparencyvs.
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#WeFirst13
@SimonMainwaring
New Principle
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#WeFirst13
@SimonMainwaring
“ ”“The most iconic brands of the future will be those with the greatest social impact.”
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3 Critical Questions !!!
1. What is your story? 2. How do you share it? 3. How does it build business?
#WeFirst13
@SimonMainwaring
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1. What is your story?
#WeFirst13
@SimonMainwaring
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#WeFirst13
@SimonMainwaring
Story +
Telling
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#WeFirst13
@SimonMainwaring
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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#WeFirst13
@SimonMainwaring
Stages of Story Definition
1. Undefined
2. Tactical
3. Schizophrenic 4. Consistent
5. Branded
6. Social Brand
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#WeFirst13
@SimonMainwaring
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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#WeFirst13
@SimonMainwaring
Corporate Mission
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#WeFirst13
@SimonMainwaring
Corporate Values
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#WeFirst13
@SimonMainwaring
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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#WeFirst13
@SimonMainwaring
Simplicity and Consistency
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#WeFirst13
@SimonMainwaring
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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#WeFirst13
@SimonMainwaring
Global B2C Vision
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#WeFirst13
@SimonMainwaring
Global B2B Vision
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#WeFirst13
@SimonMainwaring
Sustainability Vision
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#WeFirst13
@SimonMainwaring
Sector Philosophy
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#WeFirst13
@SimonMainwaring
“ ”“In today’s social business marketplace,
brands no longer show our separation
or differentiation but our connectedness
through values.”
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Question 1:
What one human property do you want your brand to own?
#WeFirst13
@SimonMainwaring
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Key Takeaway 1: !
The future of profit is purpose.
#WeFirst13
@SimonMainwaring
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2. How do you share it?
#WeFirst13
@SimonMainwaring
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#WeFirst13
@SimonMainwaring
Customer as Celebrity
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#WeFirst13
@SimonMainwaring
Brand Ambassadors
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#WeFirst13
@SimonMainwaring
P&G, Pampers, Vaccines
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@SimonMainwaring
Story Arc
STORY
TIME
MISSION
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#WeFirst13
@SimonMainwaring
Tactics
STORY
TACTIC
TACTIC
TACTIC
TACTIC
TACTICTACTIC
TIME
MISSION
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#WeFirst13
@SimonMainwaring
Grow Community
STORY
TIME
MISSION
Engage
Upgrade
Reward Engage
Engage
Engage
Reward
Reward
Upgrade
Upgrade
Upgrade
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#WeFirst13
@SimonMainwaring
Self-sustaining Profits + Impact
STORY
TIME
MISSION
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
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#WeFirst13
@SimonMainwaring
Aligning Good Works
• CSR
• Sustainability
• Community Giving
• Employee Volunteering
• Cause Marketing
• Foundation
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#WeFirst13
@SimonMainwaring
Benefits of Values Alignment
• Singularity of messaging
• Reputation enhancement
• Social license protection
• Risk mitigation
• Employee and customer goodwill
• Marketing spend optimization
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Question 2:
What customer benefit will your brand celebrate?
!
#WeFirst13
@SimonMainwaring
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Key Takeaway 2: !
Be the chief celebrant, not celebrity, of your customer community.
#WeFirst13
@SimonMainwaring
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3. How does it build business?
#WeFirst13
@SimonMainwaring
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#WeFirst13
@SimonMainwaring
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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#WeFirst13
@SimonMainwaring
Leading a Conversation
Same sex marriage Small business growth
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#WeFirst13
@SimonMainwaring
Leading the Conversation
Antibiotic-free ingredients Access to sport
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#WeFirst13
@SimonMainwaring
Leading the Conversation
Same sex marriage Sustainable agriculture
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#WeFirst13
@SimonMainwaring
Leading a Conversation
Are we over-consuming? How equally shared is the value we create?
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#WeFirst13
@SimonMainwaring
Leading a Conversation
Are we truly innovating? Are we truly collaborating for impact?
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#WeFirst13
@SimonMainwaring
Catalyzing Leadership
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Question 3:
What global conversation will you lead?
#WeFirst13
@SimonMainwaring
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Key Takeaway 3: !
People rise to the conversation you create
around them.
#WeFirst13
@SimonMainwaring
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Three Action Items:
1. Own a human property.2. Celebrate your customers.
3. Lead a conversation.
#WeFirst13
@SimonMainwaring
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#WeFirst13
@SimonMainwaring
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#WeFirst13
@SimonMainwaring
Stories tellthe future.
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Thank You, ACCP!
Join us at WeFirst14.com Enter code: ACCP
@SimonMainwaring