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From Philanthropy
to Business Building

2014 Annual Conference
on Corporate Contributions

@SimonMainwaring
Congratulations!




You are now the
(unofficial) 

CEO, CFO and CMO.
#WeFirst13
@SimonMainwaring
Your new responsibilities:




1. Reputation Management (CEO-ish)

2. Risk Mitigation (CFO-ish)

3. Marketing & Sales (CMO...
Social
Pressures

Technology
Pressures

You

Business
Pressures

#WeFirst13
@SimonMainwaring
1. Social Pressure

Social
Crises

Social
Technologies

SOCIAL
CRISES

SOCIAL
TECHNOLOGIES

You

Social
Activism

SOCIAL
A...
EGYPT

ISTANBUL

BRAZIL

OCCUPY MOVEMENT

#WeFirst13
@SimonMainwaring
Consumer Mobilization

#WeFirst13
@SimonMainwaring
2. Business Pressure

Social
License

Employee
Satisfaction

SOCIAL
LICENSE

EMPLOYEE
SATISFACTION

You

Resource
Scarcity...
Expanded Accountability
The drivers of brand reputation
are expanding beyond
marketing to include supply
chain, metrics, e...
3. Technology Pressure

Multi-screen

Real-time

MULTI-SCREEN

REAL-TIME

You

SPEED OF
CHANGE

Speed of
Change

#WeFirst1...
#WeFirst13
@SimonMainwaring
Social Business B2C

SOURCE IBM 2012 Global CEO Study

#WeFirst13
@SimonMainwaring
Social Business B2B

SOURCE B2B Content Marketing 2013

#WeFirst13
@SimonMainwaring
TODAY EVERYONE WITH A COMPUTER
OR SMART PHONE IS THIS MAN.
#WeFirst13
@SimonMainwaring
“”
“Consumers want a
better world,
not just better widgets.”

#WeFirst13
@SimonMainwaring
Purpose as Profit

SOURCE Edelman 2012 GoodPurpose Study

#WeFirst13
@SimonMainwaring
Opportunity Gap
PERFORMANCE GAP IN ADDRESSING SOCIETAL ISSUES
GAP COULD DRIVE DISILLUSIONMENT, DISENGAGEMENT AND DISTRUST
...
CONSUMERS WANT TO GET ENGAGED WITH CORPORATE SOCIAL RESPONSIBILITY EFFORTS

SOURCE Cone Echo 2013 Global CR Study

#WeFirs...
Millennials

SOURCE TBWA 2013 ‘Future of Social Activism’ Report

#WeFirst13
@SimonMainwaring
“”
86% of Millennials would consider leaving an
employer if its social-responsibility values no
longer matched their expec...
“”
80% of the 13–25-year-olds want to work for
a company that cares about its impact. In the
same survey, more than half s...
Customers Activists

SOURCE Edelman 2012 GoodPurpose Study

#WeFirst13
@SimonMainwaring
Vision
The
Planet

The
Planet

Business

Society

Society

Business

#WeFirst13
@SimonMainwaring
New Capitalism
Shareholder
Value

vs.

Shared
Value

Financial
Capital

vs.

Financial, Human,
Natural, Social Capital

Pr...
New Principle

#WeFirst13
@SimonMainwaring
“”
“The most iconic brands of
the future will be those with
the greatest social impact.”

#WeFirst13
@SimonMainwaring
3 Critical Questions
!
!
!

1. What is your story?
2. How do you share it?
3. How does it build business?



#WeFirst13
@S...
1. What is your story?

#WeFirst13
@SimonMainwaring
Story
+
Telling
#WeFirst13
@SimonMainwaring
Story Strategies
•

Story transcends technology.

•

You must tell a story worth telling to be a brand
worth sharing.

•

...
Stages of Story Definition

1.

Undefined

2.

Tactical

3.

Schizophrenic

4.

Consistent

5.

Branded

6.

Social Brand

#...
Defining Your Brand

•

What does your
company do?

•

What is its purpose?

•

What are its values?

•

Who does it serve?...
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.

•

Ni...
Simplicity and Consistency

#WeFirst13
@SimonMainwaring
Framing your story
•

Be the celebrant, not celebrity,
of your customer community.

•

Make the customer the hero
of your ...
Global B2C Vision

#WeFirst13
@SimonMainwaring
Global B2B Vision

#WeFirst13
@SimonMainwaring
Sustainability Vision

#WeFirst13
@SimonMainwaring
Sector Philosophy

#WeFirst13
@SimonMainwaring
“”
“In today’s social business marketplace,
brands no longer show our separation
or differentiation but our connectedness
...
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
Customer as Celebrity

#WeFirst13
@SimonMainwaring
Brand Ambassadors

#WeFirst13
@SimonMainwaring
P&G, Pampers, Vaccines

#WeFirst13
@SimonMainwaring
Story Arc
STORY
MISSION

TIME

#WeFirst13
@SimonMainwaring
Tactics
STORY
MISSION

TACTIC

TACTIC
TACTIC

TACTIC

TACTIC
TACTIC

TIME

#WeFirst13
@SimonMainwaring
Grow Community
STORY

Engage

Upgrade

Reward Engage

Upgrade

Reward Engage

Engage

Upgrade

Reward

Upgrade

MISSION

T...
Self-sustaining Profits + Impact
STORY

MISSION

Tactic

Tactic

Tactic
Tactic
Tactic
Tactic

TIME

#WeFirst13
@SimonMainwa...
Aligning Good Works
•

CSR

•

Sustainability

•

Community Giving

•

Employee Volunteering

•

Cause Marketing

•

Found...
Benefits of Values Alignment
•

Singularity of messaging

•

Reputation enhancement

•

Social license protection

•

Risk ...
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
Leadership and Narrative
• People grow into the conversations you create
around them.
• Your larger brand narrative will d...
Leading a Conversation

Same sex marriage

Small business growth

#WeFirst13
@SimonMainwaring
Leading the Conversation

Antibiotic-free ingredients

Access to sport

#WeFirst13
@SimonMainwaring
Leading the Conversation

Same sex marriage

Sustainable agriculture

#WeFirst13
@SimonMainwaring
Leading a Conversation

Are we over-consuming?

How equally shared is the value we create?

#WeFirst13
@SimonMainwaring
Leading a Conversation

Are we truly innovating?

Are we truly collaborating for impact?

#WeFirst13
@SimonMainwaring
Catalyzing Leadership

#WeFirst13
@SimonMainwaring
Question 3:
What global 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
@SimonMai...
#WeFirst13
@SimonMainwaring
Stories tell
the future.
#WeFirst13
@SimonMainwaring
Thank You, ACCP!




Simon@WeFirstBranding.com
!

Join us at WeFirst14.com
Enter code: ACCP
@SimonMainwaring
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ACCP Slides in Las Vegas - We First

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ACCP Slides in Las Vegas - We First

  1. 1. From Philanthropy to Business Building
 2014 Annual Conference on Corporate Contributions @SimonMainwaring
  2. 2. Congratulations!
 
 You are now the (unofficial) 
 CEO, CFO and CMO. #WeFirst13 @SimonMainwaring
  3. 3. Your new responsibilities:
 
 1. Reputation Management (CEO-ish)
 2. Risk Mitigation (CFO-ish)
 3. Marketing & Sales (CMO-ish) #WeFirst13 @SimonMainwaring
  4. 4. Social Pressures Technology Pressures You Business Pressures #WeFirst13 @SimonMainwaring
  5. 5. 1. Social Pressure Social Crises Social Technologies SOCIAL CRISES SOCIAL TECHNOLOGIES You Social Activism SOCIAL ACTIVISM #WeFirst13 @SimonMainwaring
  6. 6. EGYPT ISTANBUL BRAZIL OCCUPY MOVEMENT #WeFirst13 @SimonMainwaring
  7. 7. Consumer Mobilization #WeFirst13 @SimonMainwaring
  8. 8. 2. Business Pressure Social License Employee Satisfaction SOCIAL LICENSE EMPLOYEE SATISFACTION You Resource Scarcity RESOURCE SCARCITY #WeFirst13 @SimonMainwaring
  9. 9. Expanded Accountability The drivers of brand reputation are expanding beyond marketing to include supply chain, metrics, employees, engagement, customers. #WeFirst13 @SimonMainwaring
  10. 10. 3. Technology Pressure Multi-screen Real-time MULTI-SCREEN REAL-TIME You SPEED OF CHANGE Speed of Change #WeFirst13 @SimonMainwaring
  11. 11. #WeFirst13 @SimonMainwaring
  12. 12. Social Business B2C SOURCE IBM 2012 Global CEO Study #WeFirst13 @SimonMainwaring
  13. 13. Social Business B2B SOURCE B2B Content Marketing 2013 #WeFirst13 @SimonMainwaring
  14. 14. TODAY EVERYONE WITH A COMPUTER OR SMART PHONE IS THIS MAN. #WeFirst13 @SimonMainwaring
  15. 15. “” “Consumers want a better world, not just better widgets.” #WeFirst13 @SimonMainwaring
  16. 16. Purpose as Profit SOURCE Edelman 2012 GoodPurpose Study #WeFirst13 @SimonMainwaring
  17. 17. Opportunity Gap PERFORMANCE GAP IN ADDRESSING SOCIETAL ISSUES GAP COULD DRIVE DISILLUSIONMENT, DISENGAGEMENT AND DISTRUST SOURCE Edelman 2012 GoodPurpose Study #WeFirst13 @SimonMainwaring
  18. 18. CONSUMERS WANT TO GET ENGAGED WITH CORPORATE SOCIAL RESPONSIBILITY EFFORTS SOURCE Cone Echo 2013 Global CR Study #WeFirst13 @SimonMainwaring
  19. 19. Millennials SOURCE TBWA 2013 ‘Future of Social Activism’ Report #WeFirst13 @SimonMainwaring
  20. 20. “” 86% of Millennials would consider leaving an employer if its social-responsibility values no longer matched their expectations. PriceWaterhouseCoopers #WeFirst13 @SimonMainwaring
  21. 21. “” 80% of the 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 #WeFirst13 @SimonMainwaring
  22. 22. Customers Activists SOURCE Edelman 2012 GoodPurpose Study #WeFirst13 @SimonMainwaring
  23. 23. Vision The Planet The Planet Business Society Society Business #WeFirst13 @SimonMainwaring
  24. 24. New Capitalism Shareholder Value vs. Shared Value Financial Capital vs. Financial, Human, Natural, Social Capital Profit for Profit’s Sake vs. Profit, People, Planet Opacity vs. Transparency #WeFirst13 @SimonMainwaring
  25. 25. New Principle #WeFirst13 @SimonMainwaring
  26. 26. “” “The most iconic brands of the future will be those with the greatest social impact.” #WeFirst13 @SimonMainwaring
  27. 27. 3 Critical Questions ! ! ! 1. What is your story? 2. How do you share it? 3. How does it build business? 
 #WeFirst13 @SimonMainwaring
  28. 28. 1. What is your story? #WeFirst13 @SimonMainwaring
  29. 29. Story + Telling #WeFirst13 @SimonMainwaring
  30. 30. 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
  31. 31. Stages of Story Definition 1. Undefined 2. Tactical 3. Schizophrenic 4. Consistent 5. Branded 6. Social Brand #WeFirst13 @SimonMainwaring
  32. 32. 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
  33. 33. Corporate Mission #WeFirst13 @SimonMainwaring
  34. 34. Corporate Values #WeFirst13 @SimonMainwaring
  35. 35. 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
  36. 36. Simplicity and Consistency #WeFirst13 @SimonMainwaring
  37. 37. 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
  38. 38. Global B2C Vision #WeFirst13 @SimonMainwaring
  39. 39. Global B2B Vision #WeFirst13 @SimonMainwaring
  40. 40. Sustainability Vision #WeFirst13 @SimonMainwaring
  41. 41. Sector Philosophy #WeFirst13 @SimonMainwaring
  42. 42. “” “In today’s social business marketplace, brands no longer show our separation or differentiation but our connectedness through values.” #WeFirst13 @SimonMainwaring
  43. 43. Question 1: What one human property do you want your brand to own? #WeFirst13 @SimonMainwaring
  44. 44. Key Takeaway 1: ! The future of profit is purpose. #WeFirst13 @SimonMainwaring
  45. 45. 2. How do you share it? #WeFirst13 @SimonMainwaring
  46. 46. Customer as Celebrity #WeFirst13 @SimonMainwaring
  47. 47. Brand Ambassadors #WeFirst13 @SimonMainwaring
  48. 48. P&G, Pampers, Vaccines #WeFirst13 @SimonMainwaring
  49. 49. Story Arc STORY MISSION TIME #WeFirst13 @SimonMainwaring
  50. 50. Tactics STORY MISSION TACTIC TACTIC TACTIC TACTIC TACTIC TACTIC TIME #WeFirst13 @SimonMainwaring
  51. 51. Grow Community STORY Engage Upgrade Reward Engage Upgrade Reward Engage Engage Upgrade Reward Upgrade MISSION TIME #WeFirst13 @SimonMainwaring
  52. 52. Self-sustaining Profits + Impact STORY MISSION Tactic Tactic Tactic Tactic Tactic Tactic TIME #WeFirst13 @SimonMainwaring
  53. 53. Aligning Good Works • CSR • Sustainability • Community Giving • Employee Volunteering • Cause Marketing • Foundation #WeFirst13 @SimonMainwaring
  54. 54. Benefits of Values Alignment • Singularity of messaging • Reputation enhancement • Social license protection • Risk mitigation • Employee and customer goodwill • Marketing spend optimization #WeFirst13 @SimonMainwaring
  55. 55. Question 2: What customer benefit will 
 your brand celebrate? ! #WeFirst13 @SimonMainwaring
  56. 56. Key Takeaway 2: ! Be the chief celebrant, not celebrity, of your customer community. #WeFirst13 @SimonMainwaring
  57. 57. 3. How does it 
 build business? #WeFirst13 @SimonMainwaring
  58. 58. 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
  59. 59. Leading a Conversation Same sex marriage Small business growth #WeFirst13 @SimonMainwaring
  60. 60. Leading the Conversation Antibiotic-free ingredients Access to sport #WeFirst13 @SimonMainwaring
  61. 61. Leading the Conversation Same sex marriage Sustainable agriculture #WeFirst13 @SimonMainwaring
  62. 62. Leading a Conversation Are we over-consuming? How equally shared is the value we create? #WeFirst13 @SimonMainwaring
  63. 63. Leading a Conversation Are we truly innovating? Are we truly collaborating for impact? #WeFirst13 @SimonMainwaring
  64. 64. Catalyzing Leadership #WeFirst13 @SimonMainwaring
  65. 65. Question 3: What global conversation will you lead? #WeFirst13 @SimonMainwaring
  66. 66. Key Takeaway 3: ! People rise to the conversation you create around them. #WeFirst13 @SimonMainwaring
  67. 67. Three Action Items: 
 1. Own a human property.
 2. Celebrate your customers.
 3. Lead a conversation. #WeFirst13 @SimonMainwaring
  68. 68. #WeFirst13 @SimonMainwaring
  69. 69. Stories tell the future. #WeFirst13 @SimonMainwaring
  70. 70. Thank You, ACCP!
 
 Simon@WeFirstBranding.com ! Join us at WeFirst14.com Enter code: ACCP @SimonMainwaring

×