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Conscious Capitalism 2014 Slides - We First
The document discusses the need for businesses to build customer communities through purpose and values-driven storytelling. It notes increasing social, business and technology pressures that are shifting focus beyond traditional marketing to include broader stakeholder engagement. The presentation argues that the most successful brands of the future will have the greatest social impact and be those that define their purpose and values, celebrate their customers, and lead conversations on societal issues. It provides strategies for businesses to develop their brand story, share it through customer communities and ambassadors, and align business practices to build a self-sustaining model of profits and positive impact.
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Conscious Capitalism 2014 Slides - We First
- 1. The Art &Architecture of Customer Community Building Presented by Simon Mainwaring @SimonMainwaring
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- 4. #WeFirst13 @SimonMainwaring 1. Social PressureSOCIAL CRISES SOCIAL TECHNOLOGIES SOCIAL ACTIVISM Social Crises Social Technologies Social Activism You
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- 9. #WeFirst13 @SimonMainwaring 2. Business PressureSOCIAL LICENSE EMPLOYEE SATISFACTION RESOURCE SCARCITY Social License Employee Satisfaction Resource Scarcity You
- 10. #WeFirst13 @SimonMainwaring The drivers ofbrand reputation are expanding beyond marketing to include supply chain, metrics, employees, engagement, customers. Expanded Accountability
- 11. #WeFirst13 @SimonMainwaring 3. Technology PressureMULTI-SCREEN REAL-TIME SPEED OF CHANGE Multi-screen Real-time Speed of Change You
- 12. #WeFirst13 @SimonMainwaring Social Business B2C SOURCEIBM 2012 Global CEO Study
- 13. #WeFirst13 @SimonMainwaring Social Business B2B SOURCEB2B Content Marketing 2013
- 14. #WeFirst13 @SimonMainwaring TODAY EVERYONE WITHA COMPUTER OR SMART PHONE IS THIS MAN.
- 15. #WeFirst13 @SimonMainwaring “ ” “Consumers wanta better world, not just better widgets.”
- 16. #WeFirst13 @SimonMainwaring Purpose as Profit SOURCEEdelman 2012 GoodPurpose Study
- 17. #WeFirst13 @SimonMainwaring SOURCE Cone Echo2013 Global CR Study CONSUMERS WANT TO GET ENGAGED WITH CORPORATE SOCIAL RESPONSIBILITY EFFORTS
- 18. @SimonMainwaring Purposeful Employees SOURCE A2013 Deloitte ‘Culture of Purpose’ Report
- 19. #WeFirst13 @SimonMainwaring “ ” 86% ofMillennials would consider leaving an employer if its social-responsibility values no longer matched their expectations. PriceWaterhouseCoopers
- 20. #WeFirst13 @SimonMainwaring “ ” 80% ofthe 13–25-year-olds want to work for a company that cares about its impact. In the same survey, more than half said they would refuse to work an irresponsible corporation. NET IMPACT
- 21. #WeFirst13 @SimonMainwaring Customers Activists SOURCE Edelman2012 GoodPurpose Study
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- 23. #WeFirst13 @SimonMainwaring “ ” “The mosticonic brands of the future will be those with the greatest social impact.”
- 24. 3 Critical Questions ! ! ! 1.What is your story? 2. How do you share it? 3. How does it build business? #WeFirst13 @SimonMainwaring
- 25. 1. What isyour story? #WeFirst13 @SimonMainwaring
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- 27. #WeFirst13 @SimonMainwaring Story Strategies • Storytranscends technology. • You must tell a story worth telling to be a brand worth sharing. • How well you tell your story determines how well your customers tell your story.
- 28. #WeFirst13 @SimonMainwaring Stages of StoryDefinition 1. Undefined 2. Tactical 3. Schizophrenic 4. Consistent 5. Branded 6. Social Brand
- 29. #WeFirst13 @SimonMainwaring Defining Your Brand •What does your company do? • What is its purpose? • What are its values? • Who does it serve? • What is its mission?
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- 32. #WeFirst13 @SimonMainwaring What property doyou own? • Coca-Cola. Open happiness. • P&G. Change that matters. • Starbucks. Shared Planet. • Nike. Better world. • IBM. Smarter Planet. • Unilever. Sustainable living.
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- 34. #WeFirst13 @SimonMainwaring Framing your story •Be the celebrant, not celebrity, of your customer community. • Make the customer the hero of your brand story. • Assume what you want to prove and dramatize the benefits.
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- 41. #WeFirst13 @SimonMainwaring “ ” “In today’ssocial business marketplace, brands no longer show our separation or differentiation but our connectedness through values.”
- 42. Question 1: What onehuman property do you want your brand to own? #WeFirst13 @SimonMainwaring
- 43. Key Takeaway 1: ! Thefuture of profit is purpose. #WeFirst13 @SimonMainwaring
- 44. @SimonMainwaring 5 minutes to answerthe question and share it peer to peer.
- 45. 2. How doyou share it? #WeFirst13 @SimonMainwaring
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- 54. #WeFirst13 @SimonMainwaring Self-sustaining Profits +Impact STORY TIME MISSION Tactic Tactic Tactic Tactic Tactic Tactic
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- 56. #WeFirst13 @SimonMainwaring Product Brand Storytelling COMPANYBRAND PRODUCT BRAND PRODUCT BRAND PRODUCT BRAND PRODUCT BRAND PRODUCT BRAND
- 57. #WeFirst13 @SimonMainwaring Aligning Good Works •CSR • Sustainability • Community Giving • Employee Volunteering • Cause Marketing • Foundation
- 58. #WeFirst13 @SimonMainwaring Benefits of ValuesAlignment • Singularity of messaging • Reputation enhancement • Social license protection • Risk mitigation • Employee and customer goodwill • Marketing spend optimization
- 59. Question 2: What customerbenefit will your brand celebrate? ! #WeFirst13 @SimonMainwaring
- 60. Key Takeaway 2: ! Bethe chief celebrant, not celebrity, of your customer community. #WeFirst13 @SimonMainwaring
- 61. @SimonMainwaring 5 minutes to answerthe question and share it peer to peer.
- 62. 3. How doesit build business? #WeFirst13 @SimonMainwaring
- 63. #WeFirst13 @SimonMainwaring Leadership and Narrative •People grow into the conversations you create around them. • Your larger brand narrative will drive the conversations that change your employees, customers and business. • Find the why that’s bigger than your company and you’ll find the way to lead the future.
- 64. #WeFirst13 @SimonMainwaring Leading a Conversation Samesex marriage Small business growth
- 65. #WeFirst13 @SimonMainwaring Leading a Conversation Arewe over-consuming? How equally shared is the value we create?
- 66. #WeFirst13 @SimonMainwaring Leading the Conversation Antibiotic-freeingredients Access to sport
- 67. #WeFirst13 @SimonMainwaring Leading a Conversation Arewe truly innovating? Are we truly collaborating for impact?
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- 69. Question 3: What conversationwill you lead? #WeFirst13 @SimonMainwaring
- 70. Key Takeaway 3: ! Peoplerise to the conversation you create around them. #WeFirst13 @SimonMainwaring
- 71. @SimonMainwaring 5 minutes to answerthe question and share it peer to peer.
- 72. Three Action Items: 1.Own a human property. 2. Celebrate your customers. 3. Lead a conversation. #WeFirst13 @SimonMainwaring
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- 75. Thank You!! Contact: Simon@WeFirstBranding.com ! Slides: Slides@WeFirstBranding.com ! Training Summit: WeFirst14.com PromoCode: IMPACT (save $500) @SimonMainwaring
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