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How To Build
A Self-Sustaining
Customer Community

@SimonMainwaring
3 Critical Questions
!
!
!
1. What is your story?
2. How do you share it?
3. How does it build business?


#WeFirst13
@SimonMainwaring
1. What is your story?
#WeFirst13
@SimonMainwaring
#WeFirst13
@SimonMainwaring
Story
+
Telling
#WeFirst13
@SimonMainwaring
Story Strategies
• Story transcends 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.
#WeFirst13
@SimonMainwaring
Stages of Story Definition
1. Undefined
2. Tactical
3. Schizophrenic
4. Consistent
5. Branded
6. Social Brand
#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?
#WeFirst13
@SimonMainwaring
Corporate Mission
#WeFirst13
@SimonMainwaring
Corporate Values
#WeFirst13
@SimonMainwaring
What property do you own?
• Coca-Cola. Open happiness.
• P&G. Change that matters.
• Starbucks. Shared Planet.
• Nike. Better world.
• IBM. Smarter Planet.
• Unilever. Sustainable living.
#WeFirst13
@SimonMainwaring
Simplicity and Consistency
#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.
#WeFirst13
@SimonMainwaring
Global B2C Vision
#WeFirst13
@SimonMainwaring
Global B2B Vision
#WeFirst13
@SimonMainwaring
Sustainability Vision
#WeFirst13
@SimonMainwaring
Sector Philosophy
#WeFirst13
@SimonMainwaring
Cultural Movement
#WeFirst13
@SimonMainwaring
Eco Consciousness
#WeFirst13
@SimonMainwaring
“ ”
“In today’s social business marketplace,
brands no longer show our separation
or differentiation but our connectedness
through values.”
Question 1:
What one human property do
you want your brand to own?
#WeFirst13
@SimonMainwaring
Key Takeaway 1:
!
The future of profit
is purpose.
#WeFirst13
@SimonMainwaring
2. How do you share it?
#WeFirst13
@SimonMainwaring
#WeFirst13
@SimonMainwaring
Customer as Celebrity
#WeFirst13
@SimonMainwaring
Brand Ambassadors
#WeFirst13
@SimonMainwaring
P&G, Pampers, Vaccines
#WeFirst13
@SimonMainwaring
Story Arc
STORY
TIME
MISSION
#WeFirst13
@SimonMainwaring
Tactics
STORY
TACTIC
TACTIC
TACTIC
TACTIC
TACTICTACTIC
TIME
MISSION
#WeFirst13
@SimonMainwaring
Grow Community
STORY
TIME
MISSION
Engage
Upgrade
Reward Engage
Engage
Engage
Reward
Reward
Upgrade
Upgrade
Upgrade
#WeFirst13
@SimonMainwaring
Self-sustaining Profits + Impact
STORY
TIME
MISSION
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
#WeFirst13
@SimonMainwaring
Aligning Good Works
• CSR
• Sustainability
• Community Giving
• Employee Volunteering
• Cause Marketing
• Foundation
#WeFirst13
@SimonMainwaring
Benefits of Values Alignment
• Singularity of messaging
• Reputation enhancement
• Social license protection
• Risk mitigation
• Employee and customer goodwill
• Marketing spend optimization
Question 2:
What customer benefit will 

your brand celebrate?
!
#WeFirst13
@SimonMainwaring
Key Takeaway 2:
!
Be the chief celebrant,
not celebrity, of your
customer community.
#WeFirst13
@SimonMainwaring
3. How does it 

build business?
#WeFirst13
@SimonMainwaring
#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.
#WeFirst13
@SimonMainwaring
Leading a Conversation
Same sex marriage Small business growth
#WeFirst13
@SimonMainwaring
Leading a Conversation
Are we over-consuming? How equally shared is the value we create?
#WeFirst13
@SimonMainwaring
Leading the Conversation
Antibiotic-free ingredients Access to sport
#WeFirst13
@SimonMainwaring
Leading a Conversation
Are we truly innovating? Are we truly collaborating for impact?
#WeFirst13
@SimonMainwaring
Catalyzing Leadership
Question 3:
What conversation will you lead?
#WeFirst13
@SimonMainwaring
Key Takeaway 3:
!
People rise to the
conversation you create
around them.
#WeFirst13
@SimonMainwaring
Three Action Items:


1. Own a human property.

2. Celebrate your customers.

3. Lead a conversation.
#WeFirst13
@SimonMainwaring
#WeFirst13
@SimonMainwaring
#WeFirst13
@SimonMainwaring
Stories tell
the future.
Thank You, SMMW World!!
!
Contact: Simon@WeFirstBranding.com
!
Slides: Slides@WeFirstBranding.com
!
Training Summit: WeFirst14.com
Promo Code: IMPACT (save $500)
@SimonMainwaring

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