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
@Sim...
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 ...
#WeFirst13
@SimonMainwaring
Stages of Story Definition
1. Undefined
2. Tactical
3. Schizophrenic
4. Consistent
5. Branded
6....
#WeFirst13
@SimonMainwaring
Defining Your Brand
• What does your
company do?
• What is its purpose?
• What are its values?
...
#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...
#WeFirst13
@SimonMainwaring
Simplicity and Consistency
#WeFirst13
@SimonMainwaring
Framing your story
• Be the celebrant, not celebrity,
of your customer community.
• Make the c...
#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 different...
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
Upg...
#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 ...
#WeFirst13
@SimonMainwaring
Benefits of Values Alignment
• Singularity of messaging
• Reputation enhancement
• Social licen...
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 l...
#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
@SimonMai...
#WeFirst13
@SimonMainwaring
#WeFirst13
@SimonMainwaring
Stories tell
the future.
Thank You, SMMW World!!
!
Contact: Simon@WeFirstBranding.com
!
Slides: Slides@WeFirstBranding.com
!
Training Summit: WeFir...
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How To Build A Self-Sustaining Customer Community

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How To Build
A Self-Sustaining
Customer Community

We First

Published in: Marketing

How To Build A Self-Sustaining Customer Community

  1. 1. How To Build A Self-Sustaining Customer Community
 @SimonMainwaring
  2. 2. 3 Critical Questions ! ! ! 1. What is your story? 2. How do you share it? 3. How does it build business? 
 #WeFirst13 @SimonMainwaring
  3. 3. 1. What is your story? #WeFirst13 @SimonMainwaring
  4. 4. #WeFirst13 @SimonMainwaring Story + Telling
  5. 5. #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.
  6. 6. #WeFirst13 @SimonMainwaring Stages of Story Definition 1. Undefined 2. Tactical 3. Schizophrenic 4. Consistent 5. Branded 6. Social Brand
  7. 7. #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?
  8. 8. #WeFirst13 @SimonMainwaring Corporate Mission
  9. 9. #WeFirst13 @SimonMainwaring Corporate Values
  10. 10. #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.
  11. 11. #WeFirst13 @SimonMainwaring Simplicity and Consistency
  12. 12. #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.
  13. 13. #WeFirst13 @SimonMainwaring Global B2C Vision
  14. 14. #WeFirst13 @SimonMainwaring Global B2B Vision
  15. 15. #WeFirst13 @SimonMainwaring Sustainability Vision
  16. 16. #WeFirst13 @SimonMainwaring Sector Philosophy
  17. 17. #WeFirst13 @SimonMainwaring Cultural Movement
  18. 18. #WeFirst13 @SimonMainwaring Eco Consciousness
  19. 19. #WeFirst13 @SimonMainwaring “ ” “In today’s social business marketplace, brands no longer show our separation or differentiation but our connectedness through values.”
  20. 20. Question 1: What one human property do you want your brand to own? #WeFirst13 @SimonMainwaring
  21. 21. Key Takeaway 1: ! The future of profit is purpose. #WeFirst13 @SimonMainwaring
  22. 22. 2. How do you share it? #WeFirst13 @SimonMainwaring
  23. 23. #WeFirst13 @SimonMainwaring Customer as Celebrity
  24. 24. #WeFirst13 @SimonMainwaring Brand Ambassadors
  25. 25. #WeFirst13 @SimonMainwaring P&G, Pampers, Vaccines
  26. 26. #WeFirst13 @SimonMainwaring Story Arc STORY TIME MISSION
  27. 27. #WeFirst13 @SimonMainwaring Tactics STORY TACTIC TACTIC TACTIC TACTIC TACTICTACTIC TIME MISSION
  28. 28. #WeFirst13 @SimonMainwaring Grow Community STORY TIME MISSION Engage Upgrade Reward Engage Engage Engage Reward Reward Upgrade Upgrade Upgrade
  29. 29. #WeFirst13 @SimonMainwaring Self-sustaining Profits + Impact STORY TIME MISSION Tactic Tactic Tactic Tactic Tactic Tactic
  30. 30. #WeFirst13 @SimonMainwaring Aligning Good Works • CSR • Sustainability • Community Giving • Employee Volunteering • Cause Marketing • Foundation
  31. 31. #WeFirst13 @SimonMainwaring Benefits of Values Alignment • Singularity of messaging • Reputation enhancement • Social license protection • Risk mitigation • Employee and customer goodwill • Marketing spend optimization
  32. 32. Question 2: What customer benefit will 
 your brand celebrate? ! #WeFirst13 @SimonMainwaring
  33. 33. Key Takeaway 2: ! Be the chief celebrant, not celebrity, of your customer community. #WeFirst13 @SimonMainwaring
  34. 34. 3. How does it 
 build business? #WeFirst13 @SimonMainwaring
  35. 35. #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.
  36. 36. #WeFirst13 @SimonMainwaring Leading a Conversation Same sex marriage Small business growth
  37. 37. #WeFirst13 @SimonMainwaring Leading a Conversation Are we over-consuming? How equally shared is the value we create?
  38. 38. #WeFirst13 @SimonMainwaring Leading the Conversation Antibiotic-free ingredients Access to sport
  39. 39. #WeFirst13 @SimonMainwaring Leading a Conversation Are we truly innovating? Are we truly collaborating for impact?
  40. 40. #WeFirst13 @SimonMainwaring Catalyzing Leadership
  41. 41. Question 3: What conversation will you lead? #WeFirst13 @SimonMainwaring
  42. 42. Key Takeaway 3: ! People rise to the conversation you create around them. #WeFirst13 @SimonMainwaring
  43. 43. Three Action Items: 
 1. Own a human property.
 2. Celebrate your customers.
 3. Lead a conversation. #WeFirst13 @SimonMainwaring
  44. 44. #WeFirst13 @SimonMainwaring
  45. 45. #WeFirst13 @SimonMainwaring Stories tell the future.
  46. 46. 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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