eo-we first slides
Post on 11-May-2015
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@simonmainwaring
Global Recession
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Consumer Distrust
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Connected Citizens
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3. Connected Citizens
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3. Connected Citizens
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Consumers want a better world,not just better widgets.
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“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
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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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
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@simonmainwaring
Brand Community Architecture: Nike & Livestrong
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2. Contributory Consumption
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Build Community Through Contribution
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Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values
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Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief
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3. Brand Collaboration
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@simonmainwaring
Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative
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Brand Collaboration: Nike GreenXChange
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Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability
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4. Where to start?
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5 Essentials Social Platforms
Blog
Facebook/Twitter/Google+/Linked In
You Tube Channel
Content (re Products/Services/Purpose)
E-commerce (Offline/Online/Mobile)
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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
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@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
The future of profit is purpose.
Brands must become community celebrants not celebrities.
Marketers must become day traders in social emotion.
@simonmainwaringseminar@wefirstbranding.com
Thank You.
Twitter: @simonmainwaring
Email: simon@wefirstbranding.com
For the slides, email:slides@wefirstbranding.com
To be part of the first everWE FIRST SOCIAL BRANDING SEMINAR,
see Morgan!
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