Simon Mainwaring Next Generation Digital Summit - December 2016
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Humanizing Digital Storytelling
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Simon Mainwaring Next Generation Digital Summit - December 2016
- 1. Humanizing digital storytelling. Next Generation Digital Summit December 6, 2016
- 2. Every company, brand and marketer is facing new challenges to reach, engage and sell to hyper-connected, media-savvy, and always-on consumers living in a challenging world. ©2016 We First Inc.
- 3. Culture has changed… Consumers have changed…Marketing has changed… ©2016 We First Inc.
- 4. ©2016 We First Inc.
- 5. Story vs. Data. ©2016 We First Inc.
- 6. ME FIRST BRAND Opaque Defensive Disingenuous Self-directed Isolated Profit for profit’s sake Traditional mindset Reactive Schizophrenic Shareholder Dysfunctional Broadcast Status quo Promotes advertising WE FIRST BRAND Transparent Accountable Authentic Community-facing Connected People, planet, profit Innovative mindset Proactive Consistent Stakeholder well-being Purposeful culture Innately sharable Future facing Shapes culture ©2016 We First Inc.
- 7. 2. Intimacy 3. Currency 1. Humanity ©2016 We First Inc.
- 8. Sharable storytelling. How well you tell your story determines how well consumers share your story. Story transcends technology. You must define a story worth telling to be a brand worth sharing. ©2016 We First Inc.
- 9. Uber Name your enemy. ©2016 We First Inc.
- 10. Own a fundamental human property. ©2016 We First Inc.
- 11. Brands As Values Declare your mission and values. ©2016 We First Inc.
- 12. Share a simple, consistent and scalable message. ©2016 We First Inc.
- 13. 13 CLARITY BUILDS COMMUNITY clarity message community MARKETING AMPLIFICATION ©2016 We First Inc.
- 14. M&S. Plan A. Because there is no Plan B. ©2016 We First Inc.
- 15. M&S. Plan A. Because there is no Plan B. ©2016 We First Inc.
- 16. Simplicity is compressed complexity. ©2016 We First Inc.
- 17. Empathy Family ©2016 We First Inc.
- 18. 18
- 19. Digital technology is teaching us to be human again. Key Takeaway 1 ©2016 We First Inc.
- 20. ©2016 We First Inc. What’s your enemy? Key Question 1
- 21. 2. Intimacy 3. Currency 1. Humanity ©2016 We First Inc.
- 22. BRAND ©2016 We First Inc.
- 23. BRAND ©2016 We First Inc.
- 24. ©2016 We First Inc.
- 25. Digital technology must be leveraged to scale intimacy. ©2016 We First Inc.
- 26. Co-Ownership. ©2016 We First Inc.
- 27. Co-Authorship. ©2016 We First Inc.
- 28. Co-Creation. ©2016 We First Inc.
- 29. What fundamental consumer benefit do you celebrate? Key Takeaway 2 ©2016 We First Inc.
- 30. Be the chief celebrant, not celebrity, of your customer community. Key Takeaway 2 ©2016 We First Inc.
- 31. 2. Intimacy 3. Currency 1. Humanity ©2016 We First Inc.
- 32. People rise to the conversation you grow around them. ©2016 We First Inc.
- 33. Time 2006 Model transformations Self-esteem fund 2005 Real bodies 2004 Vote for real beauty 2007 Beauty comes of age Unrealistic beauty 2010 Self-esteem mentors Self-perception 2015 Choose beautiful Dove – Real Beauty. ©2016 We First Inc.
- 34. Time ThemesandTactics Conversationleadership 2005 Common Threads Recycling Program 2007 Footprint Chronicles 2010 Common Threads 5R Program 2011 Don’t Buy This Jacket2009 Sustainable Apparel Coalition 2013 Worn Wear 2015 Worn Wear Tour Patagonia – Storytelling tactics. ©2016 We First Inc.
- 35. Time SustainabilityImpactPrograms Conversationleadership 2009 Sustainable Apparel Coalition 2013 $20 Million & Change Fund / Patagonia Works 2014 Patagonia Park2014 DamNation 1985 Environmental Grants Program: 1% of Sales 2006 Ambassadors Patagonia – Impact initiatives ©2016 We First Inc.
- 36. Shared Planet ©2016 We First Inc.
- 37. ©2016 We First Inc.
- 38. Transcend your products, services and category to shape culture. ©2016 We First Inc.
- 39. Sustainable Mass Transportation. ©2016 We First Inc.
- 40. Responsible Consumption ©2016 We First Inc.
- 41. Anti-discrimination ©2016 We First Inc.
- 42. Equality ©2016 We First Inc.
- 43. Confidence ©2016 We First Inc.
- 44. ©2016 We First Inc.
- 45. ©2016 We First Inc.
- 46. What cultural conversation will you lead? Key Question 3 ©2016 We First Inc.
- 47. Be a mission with a company, not a company with a mission. Key Takeaway 3 ©2016 We First Inc.