The Social Squared Manifesto

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21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society.

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The Social Squared Manifesto

  1. 1. The Social Squared Manifesto Gaurav Mishra | August 2010 www.gauravonomics.com gauravonomics@gmail.com @gauravonomics Poet, Marketer, Writer, Teacher, Strategist, Activist, Evangelist
  2. 2. Why: The Social-Squared Manifesto www.socialsquared.org
  3. 3. Lovemarks are brands that score high on both love and respect. Saatchi & Saatchi: Lovemarks Three ingredients of lovemarks: mystery, sensuality and intimacy. www.lovemarks.com
  4. 4. How to build brands in a post- television, post-advertising, post- materialism world? The marketer who went off consumption www.offconsumption.com
  5. 5. How to maximize the reach and frequency of the brand message? The wrong question
  6. 6. How to organize and energize our evangelists to help them scale their passion? The right question
  7. 7. Find passion  Ignite passion  Spread passion How to scale passion?
  8. 8. 21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society. The social-squared manifesto www.socialsquared.org
  9. 9. 21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society. The social-squared manifesto www.socialsquared.org
  10. 10. Twitter  Zappos  Obama 21st century brands www.socialsquared.org
  11. 11. 21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society. The social-squared manifesto www.socialsquared.org
  12. 12. 21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society. The social-squared manifesto www.socialsquared.org
  13. 13. Social media  technology  design Social as in connecting people www.socialsquared.org
  14. 14. 21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society. The social-squared manifesto www.socialsquared.org
  15. 15. Social responsibility  innovation  activism Social as in benefiting the society www.socialsquared.org
  16. 16. How: 360° redux www.threesixtyredux.com
  17. 17. Brand positioning  TV commercial  360° campaign Old 360° marketing www.threesixtyredux.com
  18. 18. Campaign 2 Campaign 1 Campaign 3 Attention Time Old 360° marketing Each disconnected TVC-centric 360° campaign starts and ends with zero attention. www.threesixtyredux.com
  19. 19. Social object  Online community  360° commitment 360° redux www.threesixtyredux.com
  20. 20. Campaign 3 Campaign 2 Campaign 1 Attention Time 360° redux Each connected community-centric 360° campaign attracts long-term evangelists to the community. www.threesixtyredux.com
  21. 21. Inside-out brand message  outside-in social object Six shifts in 360° redux (#1) www.threesixtyredux.com
  22. 22. TVC-centric  community-centric Six shifts in 360° redux (#2) www.threesixtyredux.com
  23. 23. Short-term campaigns  long-term commitment Six shifts in 360° redux (#3) www.threesixtyredux.com
  24. 24. Interruption-based  permission- based Six shifts in 360° redux (#4) www.threesixtyredux.com
  25. 25. Brand commercial  branded content streams Six shifts in 360° redux (#5) www.threesixtyredux.com
  26. 26. Paid or earned media  owned and shared media Six shifts in 360° redux (#6) www.threesixtyredux.com
  27. 27. Case Study: Pepsi Refresh
  28. 28. Indra Nooyi, Chief At PepsiCo, Performance with Executive Officer Purpose means delivering and Chairman, sustainable growth by PepsiCo investing in a healthier future for people and our planet. Frank Cooper, Each of our beverage brands Chief Consumer has a strategy and marketing Engagement platform that will be less Officer, PepsiCo about (creating) a moment, more about a movement. Pepsi Refresh TVC featuring Bob Every generation refreshes Dylan and the world. Now it’s your turn. Will.i.am Pepsi Refresh shift #1 Inside-out brand message  outside-in social object In 2009, PepsiCo committed to the promise of “performance with purpose” and launched Pepsi’s Refresh rebranding. www.refresheverything.com
  29. 29. Pepsi Refresh shift #2 TVC-centric  community-centric In January 2010, PepsiCo launched the Pepsi Refresh Project with a budget of $20m to support ideas that refresh local communities. www.refresheverything.com
  30. 30. Pepsi Refresh shift #3 Short-term campaigns  long-term commitment Apart from monthly contests in which 1000 ideas compete for $1.3m, Pepsi created a series of celebrity campaigns to energize the community. www.refresheverything.com
  31. 31. Pepsi Refresh shift #4 Interruption-based  permission-based People opt-in to vote for and promote their favorite projects and receive updates on Facebook, Twitter and other social networks, apart from www.refresheverything.com.
  32. 32. Pepsi Refresh shift #5 Brand commercial  branded content streams The Pepsi Refresh blog includes announcements, how-to tips, case studies and grantee stories to educate and energize the community. www.refresheverything.com
  33. 33. Pepsi Refresh shift #6 Paid or earned media  owned and shared media Pepsi Refresh content is created by celebrity ambassadors, contestants, and supporters on Facebook, Twitter and other social networks, apart from www.refresheverything.com.
  34. 34. In Summary
  35. 35. 21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society. Why: The social-squared manifesto www.socialsquared.org
  36. 36. Social object  Online community  360° commitment How: 360° redux www.threesixtyredux.com
  37. 37. For More
  38. 38. A vision is not just a picture of what could be; it is an appeal to our better selves, a call to become something more. Rosabeth Moss Kanter www.blogs.hbr.org/kanter
  39. 39. Creating a better 21st century means choosing to stop living in the 20th century. Umair Haque www.blogs.hbr.org/haque
  40. 40. Let’s Stay in Touch www.gauravonomics.com gauravonomics@gmail.com @gauravonomics

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