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The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
The Social Squared Manifesto
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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.

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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  • 1. The Social Squared Manifesto Gaurav Mishra | August 2010 www.gauravonomics.com gauravonomics@gmail.com @gauravonomics Poet, Marketer, Writer, Teacher, Strategist, Activist, Evangelist
  • 2. Why: The Social-Squared Manifesto www.socialsquared.org
  • 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. How to build brands in a post- television, post-advertising, post- materialism world? The marketer who went off consumption www.offconsumption.com
  • 5. How to maximize the reach and frequency of the brand message? The wrong question
  • 6. How to organize and energize our evangelists to help them scale their passion? The right question
  • 7. Find passion  Ignite passion  Spread passion How to scale passion?
  • 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. 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. Twitter  Zappos  Obama 21st century brands www.socialsquared.org
  • 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. 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. Social media  technology  design Social as in connecting people www.socialsquared.org
  • 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. Social responsibility  innovation  activism Social as in benefiting the society www.socialsquared.org
  • 16. How: 360° redux www.threesixtyredux.com
  • 17. Brand positioning  TV commercial  360° campaign Old 360° marketing www.threesixtyredux.com
  • 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. Social object  Online community  360° commitment 360° redux www.threesixtyredux.com
  • 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. Inside-out brand message  outside-in social object Six shifts in 360° redux (#1) www.threesixtyredux.com
  • 22. TVC-centric  community-centric Six shifts in 360° redux (#2) www.threesixtyredux.com
  • 23. Short-term campaigns  long-term commitment Six shifts in 360° redux (#3) www.threesixtyredux.com
  • 24. Interruption-based  permission- based Six shifts in 360° redux (#4) www.threesixtyredux.com
  • 25. Brand commercial  branded content streams Six shifts in 360° redux (#5) www.threesixtyredux.com
  • 26. Paid or earned media  owned and shared media Six shifts in 360° redux (#6) www.threesixtyredux.com
  • 27. Case Study: Pepsi Refresh
  • 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. 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. 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. 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. 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. 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. In Summary
  • 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. Social object  Online community  360° commitment How: 360° redux www.threesixtyredux.com
  • 37. For More
  • 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. Creating a better 21st century means choosing to stop living in the 20th century. Umair Haque www.blogs.hbr.org/haque
  • 40. Let’s Stay in Touch www.gauravonomics.com gauravonomics@gmail.com @gauravonomics

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