SlideShare a Scribd company logo
Social Branding.
How sustainability
builds your business,
community and
social impact.
Simon Mainwaring, CEO, We First
©2015 We First Inc. 1
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.
©2015 We First Inc. 2
Culture has changed…
–  Climate change
–  Wealth inequality
–  Water scarcity
–  Over-population
–  Healthcare costs
–  Environmental
damage
–  Loss of biodiversity
–  Gender inequality
Marketing has changed…
–  Digital disruption – Quantified self
–  Social media – Peer-to-peer
–  Mobile commerce – Big Data
–  Internet of Everything – Wearables
Consumers have changed…
–  Media-savvy
–  Well-informed
–  Socially-conscious
–  Hyper-connected
–  Consumer activists
–  Mobile focused
–  Values-driven
–  Always on
©2015 We First Inc. 3
Story vs. Data.
Story drives data.
©2015 We First Inc. 4
Data defines impact.
VS
Social storytelling.
How well you tell your story
determines how well consumers share your story.
©2015 We First Inc. 20
Story transcends technology.
You must define a story worth telling
to be a brand worth sharing.
5
Sustainability spending.
6©2015 We First Inc.
Consumer preferences.
Nielsen, 2014 ‘Doing Well By
Doing Good Report’©2015 We First Inc. 7
Consumer mindset shift.
©2015 We First Inc. 8
9
1. Sustainability
storytelling.
©2015 We First Inc.
1. Own a fundamental human property.
30
Unilever.
airbnb.
Starbucks.
Chipotle.
IBM.
Subaru.
©2015 We First Inc. 10
2. Declare your mission and values.
11©2015 We First Inc.
3. Share a specific point of view.
12©2015 We First Inc.
Simplicity is compressed complexity.
13©2015 We First Inc.
Unilever: Company/product brand alignment.
M&S: A company promise is a way of being internally.
4015©2015 We First Inc.
And externally.
16©2015 We First Inc.
KEY TAKEAWAY
The future of profit is purpose.
17©2015 We First Inc.
KEY QUESTION
What fundamental human property does your brand own?
18©2015 We First Inc.
19
2. Community
architecture.
©2015 We First Inc.
Consumers driving story.
The first decision of a consumer is
do they want to be part of your story.
20©2015 We First Inc.
To inspire participation, the consumer must
be the hero of your story.
To build a self-sustaining community
you must maintain and reward engagement.
1. Consumers build brands.
21©2015 We First Inc.
2. Encourage co-authorship/co-creation.
22©2015 We First Inc.
3. Celebrate consumers.
23©2015 We First Inc.
BRAND
50
Self-directed storytelling.
©2015 We First Inc. 24
Celebratory storytelling.
BRAND
25©2015 We First Inc.
Story arc.
26©2015 We First Inc.
Engagement tactics.
27©2015 We First Inc.
Engagement upgrades.
28©2015 We First Inc.
Self-sustaining community.
29©2015 We First Inc.
KEY TAKEAWAY
A brand must be the chief celebrant, not celebrity,
of its consumer community.
30©2015 We First Inc.
KEY QUESTION
What consumer benefit will your brand celebrate?
31©2015 We First Inc.
32
3. Cultural
leadership.
©2015 We First Inc.
People rise to the conversation
you grow around them.
©2015 We First
Inc.
33
Sustainable Mass Transportation.
©2015 We First
Inc.
34
CULTURAL CONVERSATION 2
©2015 We First
Inc.
35
Starbucks – Shared Planet – Leadership.
©2015 We First
Inc.
36
Mission-Led Culture, Marketing & Sales.
©2015 We First
Inc.
37
The goal is to transcend your products, service,
and category to shape culture.
60©2015 We First Inc. 38
39©2015 We First Inc.
Are we consuming too much?
40©2015 We First Inc.
Can we treat the planet better?
CVS Health launches national quit
smoking platform and campaign.
Intel CEO challenges entire industry to
become ‘conflict mineral free.’
41©2015 We First Inc.
The evolution of revolution is contribution.
KEY TAKEAWAY
Be a mission with a company,
not a company with a mission.
42©2015 We First Inc.
KEY QUESTION
What cultural conversation will your brand lead?
43©2015 We First Inc.
44©2015 We First Inc.
Stories write our future.
45©2015 We First Inc.
THANK YOU!
©2015 We First Inc. 46
@SimonMainwaring
WeFirst15.com

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