WOMMA - We First

The New Marketplace @simonmainwaring #WOMMA

Global Recession @simonmainwaring #WOMMA

Consumer Distrust @simonmainwaring #WOMMA

Connected Citizens @simonmainwaring #WOMMA

Citizens @simonmainwaring #WOMMA

Netflix: CEO Rick Hastings Dumps Qwikster after stock drops 37% losing 800,000 customers @simonmainwaring #WOMMA

Customer Activism: Online petition of 300,000 forces BofA to drop its debit card charge. @simonmainwaring #WOMMA

Banking: National Bank Transfer Day (750,000 new Credit Union customers/$4.5B) @simonmainwaring #WOMMA

3. Connected Citizens @simonmainwaring #WOMMA

Consumers want a better world, not just better widgets. @simonmainwaring #WOMMA

“ 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 #WOMMA

For slides, email: [email_address] Or text: 310-321-4014 @simonmainwaring #WOMMA

A Private Sector Pillar of Social Change Slides@WeFirstBranding.com/310-321-4014 WeFirstSeminar.com #WOMMA

WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

i) Brand/Customer Partnerships WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Brand Content/Values: Expedition 206 ‘Open Happiness’ WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Brand Community Architecture : Nike & Livestrong Foundation WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Brand Community Architecture: Nike & Livestrong WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Brands as Customer Communities: 4Food WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

ii) Contributory Consumption WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Build Community Through Contribution WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Contributory Consumption: Zynga & Pepsi Hut partner to fight world hunger WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Local Contributory Consumption: Invincibelle Spirit Pink Hydrangea WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

iii) Global Brand Initiative WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Brand Collaboration: Nike GreenXChange WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Local Brand Coalitions: Greater Cincinnati Green Business Council WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Future Brands WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Engaging Management, Employees & Customers 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 WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Socially Conscience Brands: Starbucks ‘Don’t Contribute’ & Create Jobs USA WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Brand Goodwill: Nordstrom enters NYC with charity store WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

For Profit/Cause Integration: TOMS Shoes and Eyewear WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Brand/Non-Profit Partnerships: Made For Good WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

“ Open” Brand IP: Nike Environmental Design Tool WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Pop Up Branding: Timberland “Recycled” Earthkeepers Pop-up Micro Stores WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Product Influencer Perks: Klout perks to category influencers WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Kiip: Social Gaming as OS + Social Currency + Mobile Content WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Non-Profit Brand Storytellers: charity: water WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Crowdsourcing Cause Engagement: UNAIDS collaborates re AIDS strategy with youth online. WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Brand Accountability: BrandKarma.com WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Brand/Customer Partnerships: Socialvest online/mobile platform WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Citizen Activism: #OperationCupOfTea WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Community Activism: BeRemedy.org WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Mobile Brand Accountability: GoodGuide customer app WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

WeFirstSeminar.com #WOMMA Slides@WeFirstBranding.com/310-321-4014

Thank you, WOMMA. For these slides and film, email: [email_address] Or text: 310-321-4014 Join us at the first WE FIRST SOCIAL BRANDING SEMINAR: www.WeFirstSeminar.com

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WOMMA - We First

by Simon Mainwaring on Nov 16, 2011

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WOMMA - We First — Presentation Transcript