brand manage camp
Post on 08-May-2015
636 Views
Preview:
TRANSCRIPT
1. The New Marketplace
@simonmainwaring
seminar@wefirstbranding.com
@simonmainwaring
Global Recession
seminar@wefirstbranding.com
@simonmainwaring
Consumer Distrust
seminar@wefirstbranding.com
@simonmainwaring
Connected Citizens
seminar@wefirstbranding.com
@simonmainwaring
3. Connected Citizens
seminar@wefirstbranding.com
@simonmainwaring
3. Connected Citizens
seminar@wefirstbranding.com
Consumers want a better world,not just better widgets.
@simonmainwaring
seminar@wefirstbranding.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
@simonmainwaring
seminar@wefirstbranding.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
@simonmainwaring
seminar@wefirstbranding.com
5 Essentials Social Platforms
Blog
Facebook/Twitter/Google+/Linked In
You Tube Channel
Content (re Products/Services/Purpose)
E-commerce (Offline/Online/Mobile)
@simonmainwaringseminar@wefirstbranding.com
1. Brand Community Building
@simonmainwaring
seminar@wefirstbranding.com
@simonmainwaring
Brand Content/Values: Expedition 206 ‘Open Happiness’
seminar@wefirstbranding.com
@simonmainwaring
Brand/Consumer/Causes: Pepsi Refresh Project
seminar@wefirstbranding.com
@simonmainwaring
Brand Community Architecture : Nike & Livestrong Foundation
seminar@wefirstbranding.com
@simonmainwaring
Brand Community Architecture: Nike & Livestrong
seminar@wefirstbranding.com
2. Contributory Consumption
@simonmainwaring
seminar@wefirstbranding.com
Build Community Through Contribution
@simonmainwaringseminar@wefirstbranding.com
@simonmainwaring
Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values
seminar@wefirstbranding.com
@simonmainwaring
Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief
seminar@wefirstbranding.com
@simonmainwaring
Contributory Consumption: Zynga & Pepsi Hut partner to fight world hunger
seminar@wefirstbranding.com
3. Brand Collaboration
@simonmainwaring
seminar@wefirstbranding.com
@simonmainwaring
Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative
seminar@wefirstbranding.com
@simonmainwaring
Brand Collaboration: Nike GreenXChange
seminar@wefirstbranding.com
@simonmainwaring
Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability
seminar@wefirstbranding.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
@simonmainwaringseminar@wefirstbranding.com
Return on Investment
@simonmainwaring
seminar@wefirstbranding.com
@simonmainwaringseminar@wefirstbranding.com
Return on Investment
Extra Return on Investment
Employee Retention
Intellectual Property
Research & Development
PR
Reputation Management/Word of Mouth
@simonmainwaringseminar@wefirstbranding.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.
@simonmainwaringseminar@wefirstbranding.com
Key Takeaways
Thank You.
Twitter: @simonmainwaring
Email: simon@wefirstbranding.com
For the slides, email:slides@wefirstbranding.com
For information on the firstWE FIRST SOCIAL BRANDING SEMINAR,
email: seminar@wefirstbranding.com
top related