ACCP Slides in Las Vegas - We First

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ACCP Slides in Las Vegas - We First

  1. 1. From Philanthropy to Business Building
 2014 Annual Conference on Corporate Contributions @SimonMainwaring
  2. 2. Congratulations!
 
 You are now the (unofficial) 
 CEO, CFO and CMO. #WeFirst13 @SimonMainwaring
  3. 3. Your new responsibilities:
 
 1. Reputation Management (CEO-ish)
 2. Risk Mitigation (CFO-ish)
 3. Marketing & Sales (CMO-ish) #WeFirst13 @SimonMainwaring
  4. 4. Social Pressures Technology Pressures You Business Pressures #WeFirst13 @SimonMainwaring
  5. 5. 1. Social Pressure Social Crises Social Technologies SOCIAL CRISES SOCIAL TECHNOLOGIES You Social Activism SOCIAL ACTIVISM #WeFirst13 @SimonMainwaring
  6. 6. EGYPT ISTANBUL BRAZIL OCCUPY MOVEMENT #WeFirst13 @SimonMainwaring
  7. 7. Consumer Mobilization #WeFirst13 @SimonMainwaring
  8. 8. 2. Business Pressure Social License Employee Satisfaction SOCIAL LICENSE EMPLOYEE SATISFACTION You Resource Scarcity RESOURCE SCARCITY #WeFirst13 @SimonMainwaring
  9. 9. Expanded Accountability The drivers of brand reputation are expanding beyond marketing to include supply chain, metrics, employees, engagement, customers. #WeFirst13 @SimonMainwaring
  10. 10. 3. Technology Pressure Multi-screen Real-time MULTI-SCREEN REAL-TIME You SPEED OF CHANGE Speed of Change #WeFirst13 @SimonMainwaring
  11. 11. #WeFirst13 @SimonMainwaring
  12. 12. Social Business B2C SOURCE IBM 2012 Global CEO Study #WeFirst13 @SimonMainwaring
  13. 13. Social Business B2B SOURCE B2B Content Marketing 2013 #WeFirst13 @SimonMainwaring
  14. 14. TODAY EVERYONE WITH A COMPUTER OR SMART PHONE IS THIS MAN. #WeFirst13 @SimonMainwaring
  15. 15. “” “Consumers want a better world, not just better widgets.” #WeFirst13 @SimonMainwaring
  16. 16. Purpose as Profit SOURCE Edelman 2012 GoodPurpose Study #WeFirst13 @SimonMainwaring
  17. 17. Opportunity Gap PERFORMANCE GAP IN ADDRESSING SOCIETAL ISSUES GAP COULD DRIVE DISILLUSIONMENT, DISENGAGEMENT AND DISTRUST SOURCE Edelman 2012 GoodPurpose Study #WeFirst13 @SimonMainwaring
  18. 18. CONSUMERS WANT TO GET ENGAGED WITH CORPORATE SOCIAL RESPONSIBILITY EFFORTS SOURCE Cone Echo 2013 Global CR Study #WeFirst13 @SimonMainwaring
  19. 19. Millennials SOURCE TBWA 2013 ‘Future of Social Activism’ Report #WeFirst13 @SimonMainwaring
  20. 20. “” 86% of Millennials would consider leaving an employer if its social-responsibility values no longer matched their expectations. PriceWaterhouseCoopers #WeFirst13 @SimonMainwaring
  21. 21. “” 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 #WeFirst13 @SimonMainwaring
  22. 22. Customers Activists SOURCE Edelman 2012 GoodPurpose Study #WeFirst13 @SimonMainwaring
  23. 23. Vision The Planet The Planet Business Society Society Business #WeFirst13 @SimonMainwaring
  24. 24. New Capitalism Shareholder Value vs. Shared Value Financial Capital vs. Financial, Human, Natural, Social Capital Profit for Profit’s Sake vs. Profit, People, Planet Opacity vs. Transparency #WeFirst13 @SimonMainwaring
  25. 25. New Principle #WeFirst13 @SimonMainwaring
  26. 26. “” “The most iconic brands of the future will be those with the greatest social impact.” #WeFirst13 @SimonMainwaring
  27. 27. 3 Critical Questions ! ! ! 1. What is your story? 2. How do you share it? 3. How does it build business? 
 #WeFirst13 @SimonMainwaring
  28. 28. 1. What is your story? #WeFirst13 @SimonMainwaring
  29. 29. Story + Telling #WeFirst13 @SimonMainwaring
  30. 30. 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. #WeFirst13 @SimonMainwaring
  31. 31. Stages of Story Definition 1. Undefined 2. Tactical 3. Schizophrenic 4. Consistent 5. Branded 6. Social Brand #WeFirst13 @SimonMainwaring
  32. 32. Defining Your Brand • What does your company do? • What is its purpose? • What are its values? • Who does it serve? • What is its mission? #WeFirst13 @SimonMainwaring
  33. 33. Corporate Mission #WeFirst13 @SimonMainwaring
  34. 34. Corporate Values #WeFirst13 @SimonMainwaring
  35. 35. 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. #WeFirst13 @SimonMainwaring
  36. 36. Simplicity and Consistency #WeFirst13 @SimonMainwaring
  37. 37. 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. #WeFirst13 @SimonMainwaring
  38. 38. Global B2C Vision #WeFirst13 @SimonMainwaring
  39. 39. Global B2B Vision #WeFirst13 @SimonMainwaring
  40. 40. Sustainability Vision #WeFirst13 @SimonMainwaring
  41. 41. Sector Philosophy #WeFirst13 @SimonMainwaring
  42. 42. “” “In today’s social business marketplace, brands no longer show our separation or differentiation but our connectedness through values.” #WeFirst13 @SimonMainwaring
  43. 43. Question 1: What one human property do you want your brand to own? #WeFirst13 @SimonMainwaring
  44. 44. Key Takeaway 1: ! The future of profit is purpose. #WeFirst13 @SimonMainwaring
  45. 45. 2. How do you share it? #WeFirst13 @SimonMainwaring
  46. 46. Customer as Celebrity #WeFirst13 @SimonMainwaring
  47. 47. Brand Ambassadors #WeFirst13 @SimonMainwaring
  48. 48. P&G, Pampers, Vaccines #WeFirst13 @SimonMainwaring
  49. 49. Story Arc STORY MISSION TIME #WeFirst13 @SimonMainwaring
  50. 50. Tactics STORY MISSION TACTIC TACTIC TACTIC TACTIC TACTIC TACTIC TIME #WeFirst13 @SimonMainwaring
  51. 51. Grow Community STORY Engage Upgrade Reward Engage Upgrade Reward Engage Engage Upgrade Reward Upgrade MISSION TIME #WeFirst13 @SimonMainwaring
  52. 52. Self-sustaining Profits + Impact STORY MISSION Tactic Tactic Tactic Tactic Tactic Tactic TIME #WeFirst13 @SimonMainwaring
  53. 53. Aligning Good Works • CSR • Sustainability • Community Giving • Employee Volunteering • Cause Marketing • Foundation #WeFirst13 @SimonMainwaring
  54. 54. Benefits of Values Alignment • Singularity of messaging • Reputation enhancement • Social license protection • Risk mitigation • Employee and customer goodwill • Marketing spend optimization #WeFirst13 @SimonMainwaring
  55. 55. Question 2: What customer benefit will 
 your brand celebrate? ! #WeFirst13 @SimonMainwaring
  56. 56. Key Takeaway 2: ! Be the chief celebrant, not celebrity, of your customer community. #WeFirst13 @SimonMainwaring
  57. 57. 3. How does it 
 build business? #WeFirst13 @SimonMainwaring
  58. 58. 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. #WeFirst13 @SimonMainwaring
  59. 59. Leading a Conversation Same sex marriage Small business growth #WeFirst13 @SimonMainwaring
  60. 60. Leading the Conversation Antibiotic-free ingredients Access to sport #WeFirst13 @SimonMainwaring
  61. 61. Leading the Conversation Same sex marriage Sustainable agriculture #WeFirst13 @SimonMainwaring
  62. 62. Leading a Conversation Are we over-consuming? How equally shared is the value we create? #WeFirst13 @SimonMainwaring
  63. 63. Leading a Conversation Are we truly innovating? Are we truly collaborating for impact? #WeFirst13 @SimonMainwaring
  64. 64. Catalyzing Leadership #WeFirst13 @SimonMainwaring
  65. 65. Question 3: What global conversation will you lead? #WeFirst13 @SimonMainwaring
  66. 66. Key Takeaway 3: ! People rise to the conversation you create around them. #WeFirst13 @SimonMainwaring
  67. 67. Three Action Items: 
 1. Own a human property.
 2. Celebrate your customers.
 3. Lead a conversation. #WeFirst13 @SimonMainwaring
  68. 68. #WeFirst13 @SimonMainwaring
  69. 69. Stories tell the future. #WeFirst13 @SimonMainwaring
  70. 70. Thank You, ACCP!
 
 Simon@WeFirstBranding.com ! Join us at WeFirst14.com Enter code: ACCP @SimonMainwaring
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