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Brand Manage Camp

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  • 1.  
  • 2. 1. The New Marketplace @simonmainwaring [email_address]
  • 3. @simonmainwaring Global Recession [email_address]
  • 4. @simonmainwaring Consumer Distrust [email_address]
  • 5. @simonmainwaring Connected Citizens [email_address]
  • 6. @simonmainwaring 3. Connected Citizens [email_address]
  • 7. @simonmainwaring 3. Connected Citizens [email_address]
  • 8. Consumers want a better world, not just better widgets. @simonmainwaring [email_address]
  • 9. “ 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 [email_address]
  • 10. Timeless Brand Strategy @simonmainwaring [email_address] Define Purpose and Core Values Distil into Emotional terms Craft a Manifesto Write a Vision Statement Commit to Purpose Align Internally
  • 11. 5 Essentials Social Platforms @simonmainwaring [email_address] Blog Facebook/Twitter/Google+/Linked In You Tube Channel Content (re Products/Services/Purpose) E-commerce (Offline/Online/Mobile)
  • 12. 1. Brand Community Building @simonmainwaring [email_address]
  • 13. @simonmainwaring Brand Content/Values: Expedition 206 ‘Open Happiness’ [email_address]
  • 14. @simonmainwaring Brand/Consumer/Causes: Pepsi Refresh Project [email_address]
  • 15. @simonmainwaring Brand Community Architecture : Nike & Livestrong Foundation [email_address]
  • 16. @simonmainwaring Brand Community Architecture: Nike & Livestrong [email_address]
  • 17. 2. Contributory Consumption @simonmainwaring [email_address]
  • 18. Build Community Through Contribution @simonmainwaring [email_address]
  • 19. @simonmainwaring Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values [email_address]
  • 20. @simonmainwaring Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief [email_address]
  • 21. @simonmainwaring Contributory Consumption: Zynga & Pepsi Hut partner to fight world hunger [email_address]
  • 22. 3. Brand Collaboration @simonmainwaring [email_address]
  • 23. @simonmainwaring Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative [email_address]
  • 24. @simonmainwaring Brand Collaboration: Nike GreenXChange [email_address]
  • 25. @simonmainwaring Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability [email_address]
  • 26. 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 @simonmainwaring [email_address]
  • 27. Return on Investment @simonmainwaring [email_address]
  • 28. @simonmainwaring [email_address] Return on Investment
  • 29. Extra Return on Investment @simonmainwaring [email_address] Employee Retention Intellectual Property Research & Development PR Reputation Management/Word of Mouth
  • 30. 1. The future of profit is purpose. 2. Brands must become community celebrants not celebrities. 3. Marketers must become day traders in social emotion. @simonmainwaring [email_address] Key Takeaways
  • 31. Thank You. Twitter: @simonmainwaring Email: [email_address] For the slides, email: [email_address] For information on the first WE FIRST SOCIAL BRANDING SEMINAR, email: seminar@wefirstbranding.com