SlideShare a Scribd company logo
DRIVING FANDOM THROUGH
SOCIAL STORYTELLING
SIMON MAINWARING
THE DIGITAL DISRUPTION
OF MARKETING
DATA - INTERNET OF THINGS
DATA DELUGE
MOBILE - SMARTPHONE SALES
NHL Slides - Driving Fandom Through Social Storytelling
NHL Slides - Driving Fandom Through Social Storytelling
SOCIAL COMMERCE
SOCIAL MEDIA - ONLINE ADULTS’ USAGE
SOCIAL MEDIA - USERS & AD SPEND
CONSUMERS AS CONTENT PRODUCERS
SOCIAL CLUB AND PLAYER BRANDS
You now live in a real-time, social, and
mobile marketing world.
You can reach the exact audience you want
through relevant, real-time, paid content.
You have to take a data-driven, mobile-first
approach to marketing.
KEY INSIGHTS
“Disruption is moving exponentially while companies are
innovating arithmetically.”
- JAY SAMIT, ‘DECODING DISRUPTION’
“Information technology expands exponentially. Non-
information technology expands linearly.”
- RAY KURZWEIL, AUTHOR/ DIR. OF ENGINEERING, GOOGLE
SWIFT RESPONSE
STORY VS. DATA
Story drives data. Data defines impact.
1. DEEPER FAN CONNECTIONS
THROUGH PURPOSE
Story transcends technology.
You must define a story worth telling
to be a brand worth sharing.
How well you tell your story determines
how well fans share your story.
DIGITAL STORYTELLING
Edelman ‘GoodPurpose Report’ 2012
BRAND TRUST
EMPLOYEES EXPECTATIONS
Deloitte, ‘Culture of Purpose Study’ 2014
Deloitte, ‘Culture of Purpose Report’ 2013
CONSUMER SPENDING
Nielsen, ‘Doing Well
By Doing Good
Report’, 2014
SUSTAINABILITY SPENDING
MILLENNIALS AND PURPOSE
TBWA, ‘Future of
Social Activism’ 2013
GEN Z
AND
PURPOSE
NHL FANS & SUSTAINABILITY
Fans want a better world,
not just better widgets.
Purpose gives you relevance.
Story is your compass.
Telling deepens connection.
PURPOSE AND STORY
1. Why was the brand
started?
2. What is its promise to
the world?
3. What are you the only
one of?
4. When your brand is at
its best, what are you
doing?
WHAT IS YOUR STORY?
1. OWN A FUNDAMENTAL HUMAN PROPERTY
2. DECLARE YOUR MISSION AND VALUES
In today’s social business marketplace,
brands no longer show our separation or differentiation,
but our connectedness to values.
3. BE SPECIFIC - SUSTAINABILITY
1. Simple - You must empower employees and fans to share
your story using their own social channels.
2. Specific - You must not dilute your brand through ‘me too’
marketing.
3. Sharable - Your story must be framed in a way that makes
fans want to share it.
KEY STORY ATTRIBUTES
RISK MITIGATION - PRODUCTS
Responsible palm oil harvesting CVS no tobacco productsAntibiotic free chickens
Walmart/Target on toxic ingredientsGen. Mills GMO-free Cheerios Subway stops Yoga mat ingredient
REPUTATION ENHANCEMENT - MARKETING
Drops ‘All Natural’ Label Loses ‘All Natural’ Label
Taco Bell Ingredient List
Axe ‘Peace’
Apple Apologizes JnJ Safety Commitment
KEY TAKEAWAY
The future of profit is purpose.
KEY QUESTION
What is the one fundamental human property
you want your brand to own?
2. FAN COMMUNITY BUILDING
THROUGH SOCIAL MEDIA
The first decision of a fan is
do they want to be part of your story.
To inspire participation, the fan
must be the hero of your story.
That story isn’t static but must
evolve and mature.
CUSTOMER DRIVING STORY
1. FANS BUILD BRANDS
2. FANS CO-AUTHOR STORIES
3. BRANDS CELEBRATE FANS
FAN-DIRECTED STORYTELLING
BRAND
NOT SELF-DIRECTED STORYTELLING
BRAND
CELEBRATE EMPLOYEE/FAN SUCCESS
BRAND
FAN GOODWILL IN RETURN
BRAND
BRAND STORY ARC
FAN ENGAGEMENT TACTICS
CHAPTERS IN LONGER LEAGUE STORY
The PEPSI CENTER, where the Colorado Avalanche play, recently installed an
upgraded, energy efficient ice plant.
CLUB STORYTELLING - SUSTAINABILITY
At the BB&T CENTER, the Florida Panthers substantially reduced water
consumption by retrofitting more than 400 hand sinks in public restrooms.
The Columbus Blue Jackets are implementing procedures at NATIONWIDE
ARENA to increase landfill diversion rates toward a “zero waste” goal.
The Vancouver Canucks revamped paper-purchasing policies to avoid the
use of tree-based paper.
The Chicago Blackhawks annually hold GO GREEN GAMES during which all
electricity used is matched with an investment in renewable-energy credits
LOCAL STORYTELLING - PURPOSE
FAN ENGAGEMENT UPGRADES
SPONSOR/PARTNER AMPLIFICATION
SELF-SUSTAINING FAN COMMUNITY
PHILADELPHIA EAGLES ‘GO GREEN’
MODULATE YOUR STORY
ELITE VS. EVERYDAY ATHLETES
NHL Slides - Driving Fandom Through Social Storytelling
KEY TAKEAWAY
Your brand must be the chief celebrant,
not celebrity, of its fan community.
KEY QUESTION
What fan benefit will your marketing celebrate?
3. BUSINESS GROWTH THROUGH
CULTURAL LEADERSHIP
The goal is to transcend your products,
services, and category to positively shape culture.
PRESUMPTION VS. PERMISSION
Unilever and Global Handwashing Day Coca-Cola Coletivo and 5x20
Lululemon - Women’s bodies don’t work
APPEARANCE VS. ACCOUNTABILITY
CEO admits to quality slump
INTENT VS. IMPACT
Unilever Non-Financial Indicators Nike Supply Chain Transparency
COLLABORATE WITH CONSUMERS
COLLABORATE WITH INTEREST GROUPS
The Gen to End Smoking Unilever Clif ‘Clean-Up Racist Graffiti’
COLLABORATE BETWEEN BUSINESSES
GIVE FANS A TOOLKIT
• An invitation to join
• A shared and specific goal
• A menu of ways to participate
• A variety of media options
• A Resource Center with FAQ’s
• A simple/fun way to participate
• A badge for participation
• A reward for contribution
TOOLKIT
COMPONENTS
TOOLKIT - MDG500
Your brand story must define, frame,
and lead a cultural conversation.
ARE WE CONSUMING TOO MUCH?
CAN WE MAKE THINGS FAIRER?
CAN WE HELP MORE PEOPLE?
CAN WE TREAT THE PLANET BETTER?
CAN WE LEARN IN NEW WAYS?
Social storytelling is a commitment to something
larger than ourselves to which we are all connected.
THE EVOLUTION OF REVOLUTION IS CONTRIBUTION
CVS Health launches national quit smoking
platform and campaign.
Intel CEO challenges entire industry to
become ‘conflict free.’
BUSINESS GROWTH THROUGH CULTURAL LEADERSHIP
“At the NHL, we recognize that we have great
responsibility for the way we conduct our business. As
our revenues, TV viewership, and attendance continue to
rise, we are acutely aware of our influence on culture and
society, especially with today's youth. We have the
power to promote, develop, and support positive
change.”
- GARY BETTMAN, NHL COMMISSIONER
KEY TAKEAWAY
Find the why that’s bigger than your brand and
you’ll find the way to lead the future.
KEY QUESTION
What cultural conversation will your brand lead?
Stories write our future.
NHL Slides - Driving Fandom Through Social Storytelling
Simon@WeFirstBranding.com
www.WeFirstBranding.com
THANK YOU, NHL.

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