The document outlines 8 steps to becoming a contagious social brand: 1) Accept new marketplace realities, 2) Rediscover your audience, 3) Focus on storytelling, 4) Define your brand, 5) Make a contribution, 6) Engage customers, 7) Co-create marketing, 8) Grow your customer community. It provides leadership strategies like focusing on purpose over profits and scaling intimacy. Tactics discussed include stopping sales and starting to care for customers by empowering them as heroes in building the brand story over time.

1. Simon Mainwaring
EIGHT STEPS TO BECOMING A
CONTAGIOUS SOCIAL BRAND
@SimonMainwaring

2. Introduction
• Award-winning advertising writer
and creative director in Australia,
U.K. & U.S.
• Nike creative writer at Wieden &
Kennedy
• Worldwide Creative Director on
Motorola at Ogilvy
• NYT s, WSJ and Amazon bestseller,
We First, named Best Marketing Book
of 2011 (strategy+business)
• Blogger Fast Company, Mashable,
Forbes, GOOD, Huffington Post
@SimonMainwaring

3. Key Questions
• Do you think we can turn back the internet?
• Do you think we can turn back social media?
• Do you think we can turn back mobile
phones?
@SimonMainwaring

4. The Opportunity
• Automation: Scale your lead generation and
sales at little expense.
• Social Media: Build your brand reputation,
leads and sales through new channels.
• Mobile: Stay connected to customers and sell
at all times.
@SimonMainwaring

5. ? ?
The Obstacle
If you want to become
a large and profitable brand
you have to start acting like one.
@SimonMainwaring

6. The Solution
@SimonMainwaring

7. Step 1: Accept new marketplace
@SimonMainwaring

8. Zuckerberg s Law
People will share twice as much information
as they share this year, and next year,
they will be sharing twice as much
as they did the year before.
@SimonMainwaring

9. Action Steps:
• Develop a curiosity for new technology that
can build your profits.
• Read a technology blog: TechCrunch,
Mashable, CNN Tech.
• Ask customers if there are new ways they d
like to connect.
@SimonMainwaring

10. Step 2: Rediscover your audience
Source: Edelman GoodPurpose Report 2012

11. Source: Edelman GoodPurpose Report 2012

12. Action Steps:
• Ask your customers what they care about.
• Identify shared values and a common
purpose.
• Commit to contributing in a way that builds
your business.
@SimonMainwaring

13. Step 3: Focus on Story + Telling
@SimonMainwaring

14. Choose how to tell your story
• Facebook
• Twitter
• Google+
• Linked In
• You Tube
• Pinterest
• Instagram
• Vine
• Social ads
• Mobile ads
@SimonMainwaring

15. Social Media Around The World 2012 Report, InSite Consulting

16. Social Media Around The World 2012 Report, InSite Consulting

17. Action Steps:
• Check if your marketing tells a clear and
consistent story.
• Check if your marketing has a consistent look
and feel.
• Find new ways to you tell your story.
@SimonMainwaring

18. Step 4: Define your brand
• What does your company do?
• What is its purpose?
• What are its values?
• Who does it serve?
• What is its mission?
@SimonMainwaring

19. Key questions to ask
• Values: Why did you start the company?
• Abstract: What is its purpose in the world?
• Competitive: What are you the only of?
• Skills: When you are at your best, what are
you doing?
@SimonMainwaring

20. STORY ARC
MISSION
STORY
TIME

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24. Action Steps:
• Work with employees and customers to
define your purpose.
• Share that purpose in your marketing
materials.
• Regularly remind your customers of this
common purpose.
@SimonMainwaring

25. Step 5: Make a contribution
• Seek financial gain and personal fulfillment.
• See customers as partners in business success
and positive impact.
• Avoid accusations of green-washing or cause
washing.
@SimonMainwaring

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30. Action Steps:
• Identify a cause that matches the values of
your brand.
• Demonstrate an authentic commitment to
that cause.
• Use that contribution to build greater loyalty
and sales.
@SimonMainwaring

31. Step 6: Engage customers
• Plan your marketing for the entire year.
• Use unexpected opportunities for free PR.
• Always reinforce the same brand story.
@SimonMainwaring

32. Tactics
MISSION
Tactic
Tactic
STORY
Tactic
Tactic
Tactic
Tactic
TIME

33. Tactics
• Coaches: Webinar, free e-book, livestream,
live event, Google hangout, speech, book,
free chapter, coaching program, mastermind.
• Sales: Offers, coupons, gifts, new products,
crowdsourcing, cross–promotion, sponsorship.
• Technology: New website, app, You Tube
show, blog, social media channel, ad buy.
@SimonMainwaring

36. Action Steps:
• Plan each tactic as a chapter in a longer
brand story.
• Use the common purpose to engage
customers.
• Update customers about progress towards
the mission of the brand.
@SimonMainwaring

37. Step 7: Co-create marketing
• Pull in your customers rather than push
marketing on them.
• Lead with listening, rather than talking.
• Share the sales and marketing burden with
customers.
@SimonMainwaring

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@SimonMainwaring

42. Action Steps:
• Ask customers to promote your product,
services and cause.
• Create marketing content with customers
specific to different channels.
• Ask customers for ideas about new products
and services they want.
@SimonMainwaring

43. Step 8: Grow community
• Plan an editorial calendar for the entire year.
• Respond to unforeseen engagement
opportunities.
• Always engage, upgrade and reward
customers.
@SimonMainwaring

44. Grow community
MISSION
Upgrade
Reward Engage
Upgrade
STORY Reward Engage
Upgrade
Reward Engage
Upgrade
Engage
TIME

46. Action Steps:
• Use each tactic to build the longer brand
story.
• Use your common purpose as a way to
inspire customer loyalty.
• Keep customers informed of your progress
towards the brand s mission.
@SimonMainwaring

47. Eight steps to leadership
1. Accept new marketplace
2. Rediscover your audience
3. Focus on Story + Telling
4. Define your brand
5. Make a contribution
6. Engage customers
7. Co-create marketing
8. Grow community
@SimonMainwaring

48. Leadership strategies
• The future of profit is purpose.
• Be the celebrant, not celebrity, of your
customer community
• The evolution of revolution is contribution.
@SimonMainwaring

49. Leadership tactics
• Stop selling, start caring.
• Let the customer be the hero.
• Scale intimacy.
@SimonMainwaring

50. @SimonMainwaring

51. Self-sustaining profits + impact
MISSION
Tactic
Tactic
STORY
Tactic
Tactic
Tactic
Tactic
TIME

52. Your Brand
@SimonMainwaring

53. Social Branding Blueprint
1. How to talk about the good that you do so
customers to buy more.
2. How to frame your brand story so
customers promote your business.
3. The best strategies, tactics and tools to
make sure you get results.
Get your Blueprint at: SocialBrandingBlueprint.com/Jay

54. Social Branding Blueprint
1. Save Time: 8-step, easy-to-follow program.
2. Less Work: Simple menu of the tactics to
choose from.
3. Less Effort: Get customers to build your
brand with you.
Get your Blueprint at: SocialBrandingBlueprint.com/Jay

55. Social Branding Blueprint
"Since taking the We First training, our new Customer CEO brand has had rapid
market acceptance, measured in three ways. In new business, we have seen our
client base nearly double within six months. In brand awareness, our social media
connections have exploded with thousands of new followers. Finally, in pre-sales of
our new book, several dozen organizations are placing bulk orders and booking us
for speaking and workshops. Simon's gift is understanding how to really make this
happen, not just talk about it.
Chuck Wall, Founder, CEO Customer
"After training with We First our engagement level on Facebook (people talking
about us) has constantly exceeded 10% and mostly stays between 20-30% with a
high of 70%. This is compared to good target range between 1-5%. We have seen
significant sales increases as a direct result of the high interaction levels."
Michael Jones, CEO, Thrive Farmers Coffee
After working with Simon, the number of new business leads increased 40% in the
past three months.
Mark Burgess, Co-founder, Blue Focus Marketing
Get your Blueprint at: SocialBrandingBlueprint.com/Jay

56. Social Branding Blueprint
Step-by-step online Blueprint training course. $997
Free Ticket to We First Seminar in Fall 2013. $1997
Teleseminar and webcam trainings: $497
Investment: $997 ($3500+ value)
SocialBrandingBlueprint.com/Jay

57. Thank you!
For the special offer
on the Social Branding Blueprint
Visit SocialBrandingBlueprint.com/Jay now.
Will you be the NEXT contagious social brand?