This document discusses how brands can build communities and contribute to social causes. It provides strategies for brands to engage consumers through purpose-driven initiatives, contributory consumption where purchases support causes, and collaboration between brands. When brands align with social and environmental issues, it can help drive employee retention, reputation, and word of mouth. The key takeaways are that future profit relies on social purpose; brands should build communities not just celebrity; and marketers need to engage consumers through emotional social initiatives.

2. 1. The New Customer @simonmainwaring WeFirstSeminar.com

3. @simonmainwaring Global Recession WeFirstSeminar.com

4. @simonmainwaring Consumer Distrust WeFirstSeminar.com

5. @simonmainwaring Connected Citizens WeFirstSeminar.com

6. @simonmainwaring 3. Connected Citizens WeFirstSeminar.com

7. @simonmainwaring 3. Connected Citizens WeFirstSeminar.com

8. Consumers want a better world, not just better widgets. @simonmainwaring WeFirstSeminar.com

9. “ 86% of global consumers believe that business needs to place at least equal weight on society’s interests as on business’ interests.” Edelman 2010 GoodPurpose® Study @simonmainwaring WeFirstSeminar.com

10. Timeless Brand Strategy @simonmainwaring WeFirstSeminar.com Define Purpose and Core Values Distil into Emotional terms Craft a Manifesto Write a Vision Statement Commit to Purpose Align Internally

11. 5 Essentials Social Platforms @simonmainwaring WeFirstSeminar.com Blog Facebook/Twitter/Google+/Linked In You Tube Channel Content (re Products/Services/Purpose) E-commerce (Offline/Online/Mobile)

12. 1. Brand Community Building @simonmainwaring WeFirstSeminar.com

13. @simonmainwaring Brand Content/Values: Expedition 206 ‘Open Happiness’ WeFirstSeminar.com

14. @simonmainwaring Brand/Consumer/Causes: Pepsi Refresh Project WeFirstSeminar.com

15. @simonmainwaring Brand Community Architecture : Nike & Livestrong Foundation WeFirstSeminar.com

16. @simonmainwaring Brand Community Architecture: Nike & Livestrong WeFirstSeminar.com

17. 2. Contributory Consumption @simonmainwaring WeFirstSeminar.com

18. Build Community Through Contribution @simonmainwaring WeFirstSeminar.com

19. @simonmainwaring Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values WeFirstSeminar.com

20. @simonmainwaring Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief WeFirstSeminar.com

21. @simonmainwaring Contributory Consumption: Zynga & Pepsi Hut partner to fight world hunger WeFirstSeminar.com

22. 3. Brand Collaboration @simonmainwaring WeFirstSeminar.com

23. @simonmainwaring Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative WeFirstSeminar.com

24. @simonmainwaring Brand Collaboration: Nike GreenXChange WeFirstSeminar.com

25. @simonmainwaring Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability WeFirstSeminar.com

26. Key Social Strategies/Tactics Crowdsource ideas or funds or IP Collaborate with competitors/cross sector Build contribution into real/virtual consumption Launch/partner with employee volunteer programs Use social platforms to trigger donations/actions Use online platforms/mobile apps for credibility/reach @simonmainwaring WeFirstSeminar.com

27. Return on Investment @simonmainwaring WeFirstSeminar.com

28. @simonmainwaring Return on Investment WeFirstSeminar.com

29. Extra Return on Investment @simonmainwaring WeFirstSeminar.com Employee Retention Intellectual Property Research & Development PR Reputation Management/Word of Mouth

30. 1. The future of profit is purpose. 2. Brands must become community celebrants not celebrities. 3. Marketers must become day traders in social emotion. @simonmainwaring Key Takeaways WeFirstSeminar.com

31. Thank You! For information on the WE FIRST SOCIAL BRANDING SEMINAR, visit: www.WeFirstSeminar.com For these slides, email: [email_address]