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Kantar Retail



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  • 1.  
  • 2. @simonmainwaring #WeFirst Global Recession
  • 3. @simonmainwaring #WeFirst Consumer Distrust
  • 4. @simonmainwaring #WeFirst Connected Citizens
  • 5. @simonmainwaring #WeFirst
  • 6. @simonmainwaring #WeFirst
  • 7. Consumers want a better world, not just better widgets. @simonmainwaring #WeFirst
  • 8. “ 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 #WeFirst
  • 9. Are you ready to be social? @simonmainwaring #WeFirst Define Purpose and Core Values Distil into Emotional terms Craft a Manifesto Write a Vision Statement Commit to Purpose Align Internally
  • 10. 1. Community Building @simonmainwaring #WeFirst
  • 11. @simonmainwaring Brand Content/Values: Expedition 206 ‘Open Happiness’ #WeFirst
  • 12. @simonmainwaring Brand/Consumer/Causes: Pepsi Refresh Project #WeFirst
  • 13. @simonmainwaring Brand Community Architecture : Nike & Livestrong Foundation #WeFirst
  • 14. @simonmainwaring Brand Community Architecture: Nike & Livestrong #WeFirst
  • 15. 2. Contributory Consumption @simonmainwaring #WeFirst
  • 16. Build Community Through Contribution @simonmainwaring #WeFirst
  • 17. @simonmainwaring Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief #WeFirst
  • 18. @simonmainwaring Contributory Consumption: Daillly uses the sale of virtual goods for Tsunami relief #WeFirst
  • 19. 3. Brand Collaboration @simonmainwaring #WeFirst
  • 20. @simonmainwaring Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative #WeFirst
  • 21. @simonmainwaring Brand Collaboration: Nike GreenXChange #WeFirst
  • 22. @simonmainwaring Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability #WeFirst
  • 23. 4. Where to start? @simonmainwaring #WeFirst
  • 24. 5 Essentials Social Platforms #WeFirst @simonmainwaring Blog Facebook/Twitter/Google+/Linked In You Tube Channel Content (re Products/Services/Purpose) E-commerce (Offline/Online/Mobile)
  • 25. 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 #WeFirst
  • 26. Case Studies Brand/Non-profit/Consumer Platforms: Causecast, SocialVibe, SwipeGood, Network for Good, 7 Billion Brand/Cause Marketing: GMC/Invisible People, Pampers/UNICEF, Nike/Livestrong, Ford/People’s Fleet, charity:water, AOL 365, Toyota/100 cars, Tide/Loads of Hope, CareOne, Hershey/Care to Learn Brand Collaboration: Sustainable Apparel Coalition, Nike Environmental Apparel Design Tool, Let’s Move Nutrition Charter, Nike Green XChange Crowdsourcing: Threadless Atrium, Crowdrise, Kickstarter,, LoudSauce For Profit: TOMS, GOODcorps, B Corps, StartSomeGood, Dancing Deer Bakery, Yerba Mate Online/Mobile Apps:, GoodGuide, SocialVest @simonmainwaring #WeFirst
  • 27. @simonmainwaring Sample ROI Measurement Formulas: Altimeter Group, Social Analytics Report, August 2011 #WeFirst
  • 28. @simonmainwaring #WeFirst
  • 29. Extra Return on Investment @simonmainwaring #WeFirst Employee Retention Intellectual Property Research & Development PR Reputation Management/Word of Mouth
  • 30. 5. Where to next? @simonmainwaring #WeFirst
  • 31. @simonmainwaring Brand Goodwill: Nordstrom enters NYC with charity store #WeFirst
  • 32. @simonmainwaring For Profit/Cause Integration: TOMS Shoes and Eyewear #WeFirst
  • 33. @simonmainwaring Brand Accountability: #WeFirst
  • 34. @simonmainwaring Brand/Customer Partnerships: Socialvest online/mobile platform #WeFirst
  • 35. PC Magazine, July 2011 “ Apple Apps Selling 9 Times Faster Than McDonald's Burgers .” @simonmainwaring #WeFirst
  • 36. @simonmainwaring In-store Brand Accountability: GoodGuide customer app #WeFirst
  • 37. @simonmainwaring Kiip = Social Gaming as OS + Social Currency + Mobile Content #WeFirst
  • 38. Future: Mobile/Social/Gaming Intersection @simonmainwaring #WeFirst Gamification: Operating system for social media Social media: Sharing social capital/influence Content: Engagement/Purpose
  • 39. Thank You. Twitter: @simonmainwaring Book: Blog: Email: For these SLIDES and We First VIDEO, email [email_address] For details on the first ever WE FIRST BRANDING SEMINAR, email: [email_address]