Conscious Capitalism 2014 Slides - We First

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The Art & Architecture of Customer Community Building

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Conscious Capitalism 2014 Slides - We First

  1. 1. The Art & Architecture of Customer Community Building Presented by Simon Mainwaring 
 @SimonMainwaring
  2. 2. #WeFirst13 @SimonMainwaring Convergence
  3. 3. #WeFirst13 @SimonMainwaring Social Pressures Technology Pressures Business Pressures You
  4. 4. #WeFirst13 @SimonMainwaring 1. Social Pressure SOCIAL CRISES SOCIAL TECHNOLOGIES SOCIAL ACTIVISM Social Crises Social Technologies Social Activism You
  5. 5. #WeFirst13 @SimonMainwaring EGYPT BRAZIL ISTANBUL OCCUPY MOVEMENT
  6. 6. #WeFirst13 @SimonMainwaring Consumer Mobilization
  7. 7. #WeFirst13 @SimonMainwaring Customer Activism
  8. 8. #WeFirst13 @SimonMainwaring Mobile Activism
  9. 9. #WeFirst13 @SimonMainwaring 2. Business Pressure SOCIAL LICENSE EMPLOYEE SATISFACTION RESOURCE SCARCITY Social License Employee Satisfaction Resource Scarcity You
  10. 10. #WeFirst13 @SimonMainwaring The drivers of brand reputation are expanding beyond marketing to include supply chain, metrics, employees, engagement, customers. Expanded Accountability
  11. 11. #WeFirst13 @SimonMainwaring 3. Technology Pressure MULTI-SCREEN REAL-TIME SPEED OF CHANGE Multi-screen Real-time Speed of Change You
  12. 12. #WeFirst13 @SimonMainwaring Social Business B2C SOURCE IBM 2012 Global CEO Study
  13. 13. #WeFirst13 @SimonMainwaring Social Business B2B SOURCE B2B Content Marketing 2013
  14. 14. #WeFirst13 @SimonMainwaring TODAY EVERYONE WITH A COMPUTER OR SMART PHONE IS THIS MAN.
  15. 15. #WeFirst13 @SimonMainwaring “ ” “Consumers want a better world, not just better widgets.”
  16. 16. #WeFirst13 @SimonMainwaring Purpose as Profit SOURCE Edelman 2012 GoodPurpose Study
  17. 17. #WeFirst13 @SimonMainwaring SOURCE Cone Echo 2013 Global CR Study CONSUMERS WANT TO GET ENGAGED WITH CORPORATE SOCIAL RESPONSIBILITY EFFORTS
  18. 18. @SimonMainwaring Purposeful Employees SOURCE A 2013 Deloitte ‘Culture of Purpose’ Report
  19. 19. #WeFirst13 @SimonMainwaring “ ” 86% of Millennials would consider leaving an employer if its social-responsibility values no longer matched their expectations. PriceWaterhouseCoopers
  20. 20. #WeFirst13 @SimonMainwaring “ ” 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
  21. 21. #WeFirst13 @SimonMainwaring Customers Activists SOURCE Edelman 2012 GoodPurpose Study
  22. 22. #WeFirst13 @SimonMainwaring Vision Business Society The Planet Business Society The Planet
  23. 23. #WeFirst13 @SimonMainwaring “ ” “The most iconic brands of the future will be those with the greatest social impact.”
  24. 24. 3 Critical Questions ! ! ! 1. What is your story? 2. How do you share it? 3. How does it build business? 
 #WeFirst13 @SimonMainwaring
  25. 25. 1. What is your story? #WeFirst13 @SimonMainwaring
  26. 26. #WeFirst13 @SimonMainwaring Story + Telling
  27. 27. #WeFirst13 @SimonMainwaring 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.
  28. 28. #WeFirst13 @SimonMainwaring Stages of Story Definition 1. Undefined 2. Tactical 3. Schizophrenic 4. Consistent 5. Branded 6. Social Brand
  29. 29. #WeFirst13 @SimonMainwaring Defining Your Brand • What does your company do? • What is its purpose? • What are its values? • Who does it serve? • What is its mission?
  30. 30. #WeFirst13 @SimonMainwaring Corporate Mission
  31. 31. #WeFirst13 @SimonMainwaring Corporate Values
  32. 32. #WeFirst13 @SimonMainwaring 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.
  33. 33. #WeFirst13 @SimonMainwaring Simplicity and Consistency
  34. 34. #WeFirst13 @SimonMainwaring 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.
  35. 35. #WeFirst13 @SimonMainwaring Global B2C Vision
  36. 36. #WeFirst13 @SimonMainwaring Global B2B Vision
  37. 37. #WeFirst13 @SimonMainwaring Sustainability Vision
  38. 38. #WeFirst13 @SimonMainwaring Sector Philosophy
  39. 39. #WeFirst13 @SimonMainwaring Eco Consciousness
  40. 40. #WeFirst13 @SimonMainwaring Cultural Movement
  41. 41. #WeFirst13 @SimonMainwaring “ ” “In today’s social business marketplace, brands no longer show our separation or differentiation but our connectedness through values.”
  42. 42. Question 1: What one human property do you want your brand to own? #WeFirst13 @SimonMainwaring
  43. 43. Key Takeaway 1: ! The future of profit is purpose. #WeFirst13 @SimonMainwaring
  44. 44. @SimonMainwaring 5 minutes to answer the question and share it peer to peer.
  45. 45. 2. How do you share it? #WeFirst13 @SimonMainwaring
  46. 46. #WeFirst13 @SimonMainwaring Customer as Celebrity
  47. 47. #WeFirst13 @SimonMainwaring Brand Ambassadors
  48. 48. #WeFirst13 @SimonMainwaring P&G, Pampers, Vaccines
  49. 49. #WeFirst13 @SimonMainwaring Story Arc STORY TIME MISSION
  50. 50. #WeFirst13 @SimonMainwaring Tactics STORY TACTIC TACTIC TACTIC TACTIC TACTICTACTIC TIME MISSION
  51. 51. #WeFirst13 @SimonMainwaring Values-based Product Stories (3M)
  52. 52. #WeFirst13 @SimonMainwaring Grow Community STORY TIME MISSION Engage Upgrade Reward Engage Engage Engage Reward Reward Upgrade Upgrade Upgrade
  53. 53. #WeFirst13 @SimonMainwaring Product Vision
  54. 54. #WeFirst13 @SimonMainwaring Self-sustaining Profits + Impact STORY TIME MISSION Tactic Tactic Tactic Tactic Tactic Tactic
  55. 55. #WeFirst13 @SimonMainwaring Brand Storytelling
  56. 56. #WeFirst13 @SimonMainwaring Product Brand Storytelling COMPANY BRAND PRODUCT BRAND PRODUCT BRAND PRODUCT BRAND PRODUCT BRAND PRODUCT BRAND
  57. 57. #WeFirst13 @SimonMainwaring Aligning Good Works • CSR • Sustainability • Community Giving • Employee Volunteering • Cause Marketing • Foundation
  58. 58. #WeFirst13 @SimonMainwaring Benefits of Values Alignment • Singularity of messaging • Reputation enhancement • Social license protection • Risk mitigation • Employee and customer goodwill • Marketing spend optimization
  59. 59. Question 2: What customer benefit will 
 your brand celebrate? ! #WeFirst13 @SimonMainwaring
  60. 60. Key Takeaway 2: ! Be the chief celebrant, not celebrity, of your customer community. #WeFirst13 @SimonMainwaring
  61. 61. @SimonMainwaring 5 minutes to answer the question and share it peer to peer.
  62. 62. 3. How does it 
 build business? #WeFirst13 @SimonMainwaring
  63. 63. #WeFirst13 @SimonMainwaring 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.
  64. 64. #WeFirst13 @SimonMainwaring Leading a Conversation Same sex marriage Small business growth
  65. 65. #WeFirst13 @SimonMainwaring Leading a Conversation Are we over-consuming? How equally shared is the value we create?
  66. 66. #WeFirst13 @SimonMainwaring Leading the Conversation Antibiotic-free ingredients Access to sport
  67. 67. #WeFirst13 @SimonMainwaring Leading a Conversation Are we truly innovating? Are we truly collaborating for impact?
  68. 68. #WeFirst13 @SimonMainwaring Catalyzing Leadership
  69. 69. Question 3: What conversation will you lead? #WeFirst13 @SimonMainwaring
  70. 70. Key Takeaway 3: ! People rise to the conversation you create around them. #WeFirst13 @SimonMainwaring
  71. 71. @SimonMainwaring 5 minutes to answer the question and share it peer to peer.
  72. 72. Three Action Items: 
 1. Own a human property.
 2. Celebrate your customers.
 3. Lead a conversation. #WeFirst13 @SimonMainwaring
  73. 73. #WeFirst13 @SimonMainwaring
  74. 74. #WeFirst13 @SimonMainwaring Stories tell the future.
  75. 75. Thank You!! Contact: Simon@WeFirstBranding.com ! Slides: Slides@WeFirstBranding.com ! Training Summit: WeFirst14.com Promo Code: IMPACT (save $500) @SimonMainwaring
  76. 76. #WeFirst13 @SimonMainwaring Q&A

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