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How To Build A Self-Sustaining Customer Community

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How To Build …

How To Build
A Self-Sustaining
Customer Community

We First

Published in Marketing
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  • 1. How To Build A Self-Sustaining Customer Community
 @SimonMainwaring
  • 2. 3 Critical Questions ! ! ! 1. What is your story? 2. How do you share it? 3. How does it build business? 
 #WeFirst13 @SimonMainwaring
  • 3. 1. What is your story? #WeFirst13 @SimonMainwaring
  • 4. #WeFirst13 @SimonMainwaring Story + Telling
  • 5. #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.
  • 6. #WeFirst13 @SimonMainwaring Stages of Story Definition 1. Undefined 2. Tactical 3. Schizophrenic 4. Consistent 5. Branded 6. Social Brand
  • 7. #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?
  • 8. #WeFirst13 @SimonMainwaring Corporate Mission
  • 9. #WeFirst13 @SimonMainwaring Corporate Values
  • 10. #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.
  • 11. #WeFirst13 @SimonMainwaring Simplicity and Consistency
  • 12. #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.
  • 13. #WeFirst13 @SimonMainwaring Global B2C Vision
  • 14. #WeFirst13 @SimonMainwaring Global B2B Vision
  • 15. #WeFirst13 @SimonMainwaring Sustainability Vision
  • 16. #WeFirst13 @SimonMainwaring Sector Philosophy
  • 17. #WeFirst13 @SimonMainwaring Cultural Movement
  • 18. #WeFirst13 @SimonMainwaring Eco Consciousness
  • 19. #WeFirst13 @SimonMainwaring “ ” “In today’s social business marketplace, brands no longer show our separation or differentiation but our connectedness through values.”
  • 20. Question 1: What one human property do you want your brand to own? #WeFirst13 @SimonMainwaring
  • 21. Key Takeaway 1: ! The future of profit is purpose. #WeFirst13 @SimonMainwaring
  • 22. 2. How do you share it? #WeFirst13 @SimonMainwaring
  • 23. #WeFirst13 @SimonMainwaring Customer as Celebrity
  • 24. #WeFirst13 @SimonMainwaring Brand Ambassadors
  • 25. #WeFirst13 @SimonMainwaring P&G, Pampers, Vaccines
  • 26. #WeFirst13 @SimonMainwaring Story Arc STORY TIME MISSION
  • 27. #WeFirst13 @SimonMainwaring Tactics STORY TACTIC TACTIC TACTIC TACTIC TACTICTACTIC TIME MISSION
  • 28. #WeFirst13 @SimonMainwaring Grow Community STORY TIME MISSION Engage Upgrade Reward Engage Engage Engage Reward Reward Upgrade Upgrade Upgrade
  • 29. #WeFirst13 @SimonMainwaring Self-sustaining Profits + Impact STORY TIME MISSION Tactic Tactic Tactic Tactic Tactic Tactic
  • 30. #WeFirst13 @SimonMainwaring Aligning Good Works • CSR • Sustainability • Community Giving • Employee Volunteering • Cause Marketing • Foundation
  • 31. #WeFirst13 @SimonMainwaring Benefits of Values Alignment • Singularity of messaging • Reputation enhancement • Social license protection • Risk mitigation • Employee and customer goodwill • Marketing spend optimization
  • 32. Question 2: What customer benefit will 
 your brand celebrate? ! #WeFirst13 @SimonMainwaring
  • 33. Key Takeaway 2: ! Be the chief celebrant, not celebrity, of your customer community. #WeFirst13 @SimonMainwaring
  • 34. 3. How does it 
 build business? #WeFirst13 @SimonMainwaring
  • 35. #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.
  • 36. #WeFirst13 @SimonMainwaring Leading a Conversation Same sex marriage Small business growth
  • 37. #WeFirst13 @SimonMainwaring Leading a Conversation Are we over-consuming? How equally shared is the value we create?
  • 38. #WeFirst13 @SimonMainwaring Leading the Conversation Antibiotic-free ingredients Access to sport
  • 39. #WeFirst13 @SimonMainwaring Leading a Conversation Are we truly innovating? Are we truly collaborating for impact?
  • 40. #WeFirst13 @SimonMainwaring Catalyzing Leadership
  • 41. Question 3: What conversation will you lead? #WeFirst13 @SimonMainwaring
  • 42. Key Takeaway 3: ! People rise to the conversation you create around them. #WeFirst13 @SimonMainwaring
  • 43. Three Action Items: 
 1. Own a human property.
 2. Celebrate your customers.
 3. Lead a conversation. #WeFirst13 @SimonMainwaring
  • 44. #WeFirst13 @SimonMainwaring
  • 45. #WeFirst13 @SimonMainwaring Stories tell the future.
  • 46. Thank You, SMMW World!! ! Contact: Simon@WeFirstBranding.com ! Slides: Slides@WeFirstBranding.com ! Training Summit: WeFirst14.com Promo Code: IMPACT (save $500) @SimonMainwaring