SlideShare a Scribd company logo
communicating
social business
it always
starts with a
good
product
desirability
viabilityfeasibility
traditional
business is
all about the
customer
VALUE PROPOSITION DESIGN
customer
value proposition
product/service
communication strategy
communication tools
2
1
3
4
BENEFICIARY =
CUSTOMER
BENEFICIARY +
CUSTOMER
VALUE PROPOSITION DESIGN
beneficiary
you need 2
layers of
communication
Which layers would need your company ?
How would you communicate them ?
THE
BASICS
1.
sell to
people who care
6 degrees of marketing
6 degrees of marketing
BEREMARKABLE
/ tell a story
keep it simple
ArtBe
Be
Joyful
DESIGN MATTERS
BREF  duo  by  Henkel  
be honest
88
how to create a
world class
communication
strategy
customer
value proposition
product/service
communication strategy
communication tools
2
1
3
4
communication strategy communication tools
strategy by
DDB
commutation
avoid the
course of
knowledge
Trash
99%
of your
content
Rules of advertising:
1.Always localize
2.Always tell the reader where
he can buy your product
3.Avoid all unpleasant
connotation about your
product
4.Always give prominent
display to your product logo
5.Always feature news in your
advertisement
6.Whenever possible, show
people enjoying your
product
7.Whenever possible mention
your product name in the
headline
8.Don’t use negative
headlines
9.Show the product
Rules of advertising:
1.Always localize
2.Always tell the reader where
he can buy your product
3.Avoid all unpleasant
connotation about your
product
4.Always give prominent
display to your product logo
5.Always feature news in your
advertisement
6.Whenever possible, show
people enjoying your
product
7.Whenever possible mention
your product name in the
headline
8.Don’t use negative
headlines
9.Show the product
Rules of advertising:
1.Always localize
2.Always tell the reader where
he can buy your product
3.Avoid all unpleasant
connotation about your
product
4.Always give prominent
display to your product logo
5.Always feature news in your
advertisement
6.Whenever possible, show
people enjoying your
product
7.Whenever possible mention
your product name in the
headline
8.Don’t use negative
headlines
9.Show the product
Rules of advertising:
1.Always localize
2.Always tell the reader where
he can buy your product
3.Avoid all unpleasant
connotation about your
product
4.Always give prominent
display to your product logo
5.Always feature news in your
advertisement
6.Whenever possible, show
people enjoying your
product
7.Whenever possible mention
your product name in the
headline
8.Don’t use negative
headlines
9.Show the product
Rules of advertising:
1.Always localize
2.Always tell the reader where
he can buy your product
3.Avoid all unpleasant
connotation about your
product
4.Always give prominent
display to your product logo
5.Always feature news in your
advertisement
6.Whenever possible, show
people enjoying your
product
7.Whenever possible mention
your product name in the
headline
8.Don’t use negative
headlines
9.Show the product
Rules of advertising:
1.Always localize
2.Always tell the reader where
he can buy your product
3.Avoid all unpleasant
connotation about your
product
4.Always give prominent
display to your product logo
5.Always feature news in your
advertisement
6.Whenever possible, show
people enjoying your
product
7.Whenever possible mention
your product name in the
headline
8.Don’t use negative
headlines
9.Show the product
Rules of advertising:
1.Always localize
2.Always tell the reader where
he can buy your product
3.Avoid all unpleasant
connotation about your
product
4.Always give prominent
display to your product logo
5.Always feature news in your
advertisement
6.Whenever possible, show
people enjoying your
product
7.Whenever possible mention
your product name in the
headline
8.Don’t use negative
headlines
9.Show the product
Rules of advertising:
1.Always localize
2.Always tell the reader where
he can buy your product
3.Avoid all unpleasant
connotation about your
product
4.Always give prominent
display to your product logo
5.Always feature news in your
advertisement
6.Whenever possible, show
people enjoying your
product
7.Whenever possible mention
your product name in the
headline
8.Don’t use negative
headlines
9.Show the product
Rules of advertising:
1.Always localize
2.Always tell the reader where
he can buy your product
3.Avoid all unpleasant
connotation about your
product
4.Always give prominent
display to your product logo
5.Always feature news in your
advertisement
6.Whenever possible, show
people enjoying your
product
7.Whenever possible mention
your product name in the
headline
8.Don’t use negative
headlines
9.Show the product
Rules of advertising:
1.Always localize
2.Always tell the reader where
he can buy your product
3.Avoid all unpleasant
connotation about your
product
4.Always give prominent
display to your product logo
5.Always feature news in your
advertisement
6.Whenever possible, show
people enjoying your
product
7.Whenever possible mention
your product name in the
headline
8.Don’t use negative
headlines
9.Show the product
Social
Rational
Emotional
Why?
Avoid the
curse of
knowledge
Define a
narrow key
audience
Aim for a
clear change
in behaviour
Appeal to all
three types of
human mind
How to think like a strategist?
workshop
who do we
want as
clients ?
who do we
sacrifice as
clients ?
what is our industry ?
who is our
competitor
outside of the
industry ?
why cant we
die ?
what will
happen by
2020 ?
WHAT
CHANGE DO
WE WANT IN
THE WORLD?
1.create a slogan
THE RISE
OF THE
PROSUMER
THE RISE
OF THE
PROSUMER
1920
“you have taken over the
job of creating desire and
have transformed people
into constantly moving
happiness machines,
machines which have
become the key to
economic progress”
hyper
consumption
Xmas
sales
BLACK FRIDAY
shopping
became a
new religion
2.35 billion
which not only lead
to huge personal
debts
Pollution
• cPoverty
Poverty
Wars
our “happiness
is founded on
terrible
injustice
In Asia, China and
India,
hypercomsuption
just has begone
carbon foot print
downsizing
eco tourism
ethical consumption
fair trade
food miles
sustainable
social business
historic
shift to do
good
c fringe movementsfringe
movements such as
whole food stores
become part of the
mainstream
The “ great recession”
giving people the
opportunity and
added reason to stop
and think, to consider
there life and life style
choices.
“ohhh noo,
what have i
done “
prosumers
➢The roughly 15–20% of leading-edge consumers who are influencing trends and
shaping markets around the globe
➢Key characteristics:
* Embrace innovation
* Constantly seek out information and new experiences
* Enthusiastic adopters of new media and technologies
* “Human media” who transport attitudes and ideas
* Marketing savvy and demanding of brand partners
* Highly influential and sought-after for opinions and recommendations
WhoareProsumers?
Andyetoverridingourmultitudeofcomplaintsisanenduringsenseofoptimism
andpurpose
Opportunities for Businesses and
Brands
9 insights on how to do it right
Maximizing profits through purpose
1. Go Local
2. Find the Right Partners
3. Make It Easy to Do Good
4. Empower
5. Help Bridge the Gap
6. Be honest /BeTransparent
1. Go Local
McDonald’s Australia sponsors community cleanups
Reckitt
Benckiser’s
Harpic is
building and
repairing
toilet
facilities in
parts of India
that are
most in need
2. Find the Right Partners
3. Make It Easy to Do Good
The “buy one, give one” model helps us feel good
about our purchases
Making charitable giving automatic
Volkswagen’s “Blue Mobility” in-car app helps drivers
track and reduce their fuel use
4. Empower
In the “Mad Men” era, marketing was all about
making people feel inadequate in order to get them
to buy things. Now, companies are reaping profits
and building relationships by helping people feel
better about themselves and their impact on the
world.
5. Help Bridge the Gap
WholeFoodstracksworkers’
salariesandbonusestoensure
noexecutivemakesmorethan
19xtheaverageworker’s
compensation
6. Be honest /Be Transparent
"We’reenteringtheageofdamage,wheresocialmediahas
empoweredpeopletoholdbusinessesaccountable.As
corporationshavegrowninsizeandpower,peopleare
expectingmorefromthem.Theywantbigbusinessin
general—andtheirbrandpartnersinparticular—toplaya
roleindrivingpositivechangeandtoworktowardthe
greatergoodratherthanactingsolelyonthebasisoftheir
ownagendas.Consumersarerewardingthosebusinesses
thattaketheleadandpunishingthosethatdon’t.”
—David Jones, global CEO of Havas
“It is important to me that companies operate
transparently, letting consumers and others know
what they’re doing”
Imagecredit:jetalone@flickr.com
Patagonia’s Footprint Chronicles invites consumers into the
company’s inner workings, detailing what they’re doing right—
and what they need to improve
Honest by
xxx
Belgian fashion company operates under a “100% transparency
policy,” disclosing everything from product sourcing to price
markups
Honest by
On Procter & Gamble’s relationship with USAID:
“It’s like getting a Good Housekeeping
Seal of Approval.They bring a lot of
legitimacy to our initiatives, particularly
when we are entering new markets.”
On Procter & Gamble’s relationship with USAID:
Forming smart partnerships can speed progress and stakeholder buy-in
"We’reenteringtheageofdamage,wheresocialmediahas
empoweredpeopletoholdbusinessesaccountable.As
corporationshavegrowninsizeandpower,peopleare
expectingmorefromthem.Theywantbigbusinessin
general—andtheirbrandpartnersinparticular—toplaya
roleindrivingpositivechangeandtoworktowardthe
greatergoodratherthanactingsolelyonthebasisoftheir
ownagendas.Consumersarerewardingthosebusinesses
thattaketheleadandpunishingthosethatdon’t.”
—David Jones, global CEO of Havas

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