21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society.

1. THE SOCIAL SQUARED MANIFESTO
Gaurav Mishra/ Gauravonomics
www.gauravonomics.com
gauravonomics@gmail.com
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social network
06.29.2010 | P1
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2. Director of digital and social media at MSLGROUP Asia
www.mslgroup.com/#practices/socialmedia
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3. Writer and speaker at Gauravonomics
www.gauravonomics.com
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4. Designer and changemaker at Ideasliver Labs
www.ideasliver.com
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5. WHY: THE SOCIAL-SQUARED MANIFESTO
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6. Lovemarks are brands that score high on
both love and respect.
Saatchi & Saatchi: Lovemarks
Three ingredients of lovemarks: mystery, sensuality and intimacy.
www.lovemarks.com
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7. How to build brands in a post-television,
post-advertising, post-materialism world?
The marketer who went off consumption
www.offconsumption.com
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8. How to maximize the reach and frequency
of the brand message?
The wrong question
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9. How to organize and energize our
evangelists to help them scale their
passion?
The right question
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10. Find passion  Ignite passion  Spread
passion
How to scale passion?
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11. 21st century brands are driven by social-
squared: the intersection of social as in
connecting people and social as in
benefiting the society.
The social-squared manifesto
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12. 21st century brands are driven by social-
squared: the intersection of social as in
connecting people and social as in
benefiting the society.
The social-squared manifesto
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13. Twitter  Zappos  Obama
21st century brands
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14. 21st century brands are driven by social-
squared: the intersection of social as in
connecting people and social as in
benefiting the society.
The social-squared manifesto
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15. Social media  technology  design
Social as in connecting people
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16. 21st century brands are driven by social-
squared: the intersection of social as in
connecting people and social as in
benefiting the society.
The social-squared manifesto
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17. Social responsibility  innovation 
activism
Social as in benefiting the society
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18. HOW: 360 DEGREE REDUX
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19. Brand positioning  TV commercial  360
degree campaign
Old 360 degree marketing
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20. Campaign 2
Campaign 1 Campaign 3
Attention
Time
Old 360 degree marketing
Each disconnected TVC-centric 360 degree campaign starts and ends with zero attention.
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21. Social object  Online community  360
degree commitment
360 degree redux
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22. Campaign 3
Campaign 2
Campaign 1
Attention
Time
360 degree redux
Each connected community-centric 360 degree campaign attracts long-term evangelists to the
community.
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23. Inside-out brand message  outside-in
social object
Six shifts in 360 degree redux (#1)
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24. TVC-centric  community-centric
Six shifts in 360 degree redux (#2)
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25. Short-term campaigns  long-term
commitment
Six shifts in 360 degree redux (#3)
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26. Interruption-based  permission-based
Six shifts in 360 degree redux (#4)
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27. Brand commercial  branded content
streams
Six shifts in 360 degree redux (#5)
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28. Paid or earned media  owned and shared
media
Six shifts in 360 degree redux (#6)
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29. CASE STUDY: PEPSI REFRESH
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30. Indra Nooyi, Chief At PepsiCo, Performance with
Executive Officer Purpose means delivering
and Chairman, sustainable growth by
PepsiCo investing in a healthier future
for people and our planet.
Frank Cooper, Each of our beverage brands
Chief Consumer has a strategy and marketing
Engagement platform that will be less
Officer, PepsiCo about (creating) a moment,
more about a movement.
Pepsi Refresh TVC
featuring Bob Every generation refreshes
Dylan and the world. Now it’s your turn.
Will.i.am
Pepsi Refresh shift #1
Inside-out brand message  outside-in social object
In 2009, PepsiCo committed to the promise of “performance with purpose” and launched Pepsi’s
Refresh rebranding. www.refresheverything.com
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31. Pepsi Refresh shift #2
TVC-centric  community-centric
In January 2010, PepsiCo launched the Pepsi Refresh Project with a budget of $20m to support
ideas that refresh local communities. www.refresheverything.com
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32. Pepsi Refresh shift #3
Short-term campaigns  long-term commitment
Apart from monthly contests in which 1000 ideas compete for $1.3m, Pepsi created a series of
celebrity campaigns to energize the community. www.refresheverything.com
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33. Pepsi Refresh shift #4
Interruption-based  permission-based
People opt-in to vote for and promote their favorite projects and receive updates on Facebook,
Twitter and other social networks, apart from www.refresheverything.com.
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34. Pepsi Refresh shift #5
Brand commercial  branded content streams
The Pepsi Refresh blog includes announcements, how-to tips, case studies and grantee stories to
educate and energize the community. www.refresheverything.com
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35. Pepsi Refresh shift #6
Paid or earned media  owned and shared media
Pepsi Refresh content is created by celebrity ambassadors, contestants, and supporters on
Facebook, Twitter and other social networks, apart from www.refresheverything.com.
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36. IN SUMMARY
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37. 21st century brands are driven by social-
squared: the intersection of social as in
connecting people and social as in
benefiting the society.
Why: The social-squared manifesto
www.socialsquared.org
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38. Social object  Online community  360
degree commitment
How: 360 degree redux
www.threesixtyredux.com
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39. FOR MORE
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40. A vision is not just a picture of what could
be; it is an appeal to our better selves, a
call to become something more.
Rosabeth Moss Kanter
www.blogs.hbr.org/kanter
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41. Creating a better 21st century means
choosing to stop living in the 20th century.
Umair Haque
www.blogs.hbr.org/haque
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42. LET’S STAY IN TOUCH
www.gauravonomics.com
gauravonomics@gmail.com
gauravonomics on your favorite
social network
06.29.2010 | P42
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