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WF Webinar 4.17.13 - Eight Steps to Becoming a Contagious Social Brand


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WF Webinar 4.17.13 - Eight Steps to Becoming a Contagious Social Brand

  2. 2. Introduction •  Award-winning advertising writer and creative director in Australia, U.K. & U.S. •  Nike creative writer at Wieden & Kennedy •  Worldwide Creative Director on Motorola at Ogilvy •  NYT s, WSJ and Amazon bestseller, We First, named Best Marketing Book of 2011 (strategy+business) •  Blogger Fast Company, Mashable, Forbes, GOOD, Huffington Post @SimonMainwaring
  3. 3. Key Questions •  Do you think we can turn back the internet? •  Do you think we can turn back social media? •  Do you think we can turn back smart phones? @SimonMainwaring
  4. 4. ? ? The Obstacle If you want to becomea large and profitable social brand, you have to start acting like one. @SimonMainwaring
  5. 5. The Solution @SimonMainwaring
  6. 6. Step 1: Recognize the marketplace @SimonMainwaring
  7. 7. Zuckerberg s Law People will share twice as much information as they share this year,and next year, they will be sharing twice as much as they did the year before. @SimonMainwaring
  8. 8. Action Steps: •  Develop an enduring curiosity for new technology that can build your profits. •  Read a technology blog: TechCrunch, Mashable, The Verge. •  Periodically ask your customers if there are new ways they d like to connect. @SimonMainwaring
  9. 9. Step 2: Understand your audience Source: Edelman GoodPurpose Report 2012
  10. 10. Source: Edelman GoodPurpose Report 2012
  11. 11. Action Steps: •  Identify your brand s core values. •  Ask your customers what they care about. •  Identify shared values and a common purpose. @SimonMainwaring
  12. 12. Step 3: Balance Story and Telling @SimonMainwaring
  13. 13. Story Strategies:•  Story transcends technology.•  You must tell a story worth telling to be abrand worth sharing.•  How well you tell your story determines howwell your customers tell your story. @SimonMainwaring
  14. 14. Telling: Choose best channel mix •  Facebook •  Twitter •  Google+ •  LinkedIn •  YouTube •  Pinterest •  Instagram •  Vine •  Social ads •  Mobile ads @SimonMainwaring
  15. 15. Social Media Around The World 2012 Report, InSite Consulting
  16. 16. Social Media Around The World 2012 Report, InSite Consulting
  17. 17. Action Steps: •  Ensure your marketing tells a clear and consistent message (brand story). •  Ensure your marketing has a consistent look and feel (brand identity). •  Identify new ways through which to tell your story (brand channels). @SimonMainwaring
  18. 18. Step 4: Define your brand •  What does your company do? •  What is its purpose? •  What are its values? •  Who does it serve? •  What is its mission? @SimonMainwaring
  19. 19. Key questions to ask •  Values: Why did you start the company? •  Abstract: What is its purpose in the world? •  Competitive: What are you the only of? •  Skills: When you are at your best, what are you doing? @SimonMainwaring
  20. 20. Framing your story •  Make the customer the hero of your story. •  Be the celebrant not celebrity of your community. •  Assume what you want to prove. @SimonMainwaring
  21. 21. What does your brand own? •  Coca-Cola. Open happiness. •  Starbucks. Shared Planet. •  Nike. Better world. •  IBM: Smarter Planet. @SimonMainwaring
  23. 23. Insert image filling entire screen Right click, arrange send to back To overlay logo on top of image
  24. 24. Action Steps: •  Work with employees and customers to focus your purpose. •  Share that purpose in your marketing materials. •  Periodically restate your purpose to your community. @SimonMainwaring
  25. 25. Step 5: Align contribution•  Make a contribution in alignment with yourcore values.•  See customers as partners in business andpositive impact.•  Be transparent and accountable to avoidaccusations of green-washing or causewashing. @SimonMainwaring
  26. 26. Unilver sustainable living
  27. 27. Unilver sustainable living
  28. 28. Insert image filling entire screen Right click, arrange send to back To overlay logo on top of image
  29. 29. Insert image filling entire screen Right click, arrange send to back To overlay logo on top of image
  30. 30. Action Steps: •  Commit to a cause that reflects the core values of your brand. •  Engage customers in serving that cause as part of your marketing. •  Share successes with your community to maintain engagement. @SimonMainwaring
  31. 31. Step 6: Engage customers•  Plan your marketing for the entire year.•  Co-create marketing with customers.•  Consistently reinforce the same brand story. @SimonMainwaring
  32. 32. Tactics MISSION Tactic TacticSTORY Tactic Tactic Tactic Tactic TIME
  33. 33. cocreate
  34. 34. Action Steps: •  Plan each tactic as a chapter in a longer brand story. •  Use your common purpose as a guide in marketing strategy. •  Market social impact to inspire more customers to promote your brand. @SimonMainwaring
  35. 35. Step 7: Grow community•  Constantly engage customers in new,creative ways.•  Inspire existing customers to promote yourbrand to new customers.•  Always engage, upgrade and rewardcustomers. @SimonMainwaring
  36. 36. Grow community MISSION Upgrade Reward Engage UpgradeSTORY Reward Engage Upgrade Reward Engage Upgrade Engage TIME
  37. 37. Action Steps: •  Identify brand ambassadors and help them build your customer community. •  Consistently use different mediums and channels to maintain community interest. •  Ensure sub-brands and product brands reinforce the brand story. @SimonMainwaring
  38. 38. Step 8: Measure and Manage•  Define success metrics to match your businessgoals.•  Adjust strategies based on what data tells you.•  Always measure and manage your marketingas your company grows. @SimonMainwaring
  39. 39. Source: 2013 Marketo, 4th Annual Social Media Marketing Industry Report
  40. 40. Source: TBWA 2012 The Future of Social Activism Report (Millennials)
  41. 41. Action Steps: •  Create a dashboard that combines relevant metrics for easy reporting. •  Track new social tools and how your customers use them. •  Allocate your budget between different mediums and channels to best reach your customers. @SimonMainwaring
  42. 42. Eight steps to leadership 1.  Recognize the marketplace 2.  Understand your audience 3.  Balance Story and Telling 4.  Define your brand 5.  Align contribution 6.  Engage customers 7.  Grow community 8.  Measure and manage @SimonMainwaring
  43. 43. @SimonMainwaring
  44. 44. Self-sustaining profits + impact MISSION Tactic TacticSTORY Tactic Tactic Tactic Tactic TIME
  45. 45. Brand Storytelling @SimonMainwaring
  46. 46. Brand Platform @SimonMainwaring
  47. 47. Leadership strategies •  The future of profit is purpose. •  Be the celebrant, not celebrity, of your community. •  The evolution of revolution is contribution. @SimonMainwaring
  48. 48. Leadership tactics •  Stop selling, start caring. •  Make the customer be the hero. •  Scale intimacy. @SimonMainwaring
  49. 49. Social Branding Blueprint 1. How to talk about the good that you do so customers buy more. 2. How to frame your brand story so customers promote your business. 3. The best strategies, tactics and tools to make sure you get results. Get your Blueprint Special at:
  50. 50. Social Branding Blueprint 1. Save Time: 8-step, easy-to-follow program. 2. Less Work: Simple menu of the tactics to choose from. 3. Less Effort: Get customers to build your brand with you. Get your Blueprint Special at:
  51. 51. Social Branding Blueprint"Since taking the We First training, our new Customer CEO brand has had rapidmarket acceptance, measured in three ways. In new business, we have seen ourclient base nearly double within six months. In brand awareness, our social mediaconnections have exploded with thousands of new followers. Finally, in pre-sales ofour new book, several dozen organizations are placing bulk orders and booking usfor speaking and workshops. Simons gift is understanding how to really make thishappen, not just talk about it.Chuck Wall, Founder, CEO Customer"After training with We First our engagement level on Facebook (people talkingabout us) has constantly exceeded 10% and mostly stays between 20-30% with ahigh of 70%. This is compared to good target range between 1-5%. We have seensignificant sales increases as a direct result of the high interaction levels."Michael Jones, CEO, Thrive Farmers CoffeeAfter working with Simon, the number of new business leads increased 40% in thepast three months.Mark Burgess, Co-founder, Blue Focus Marketing Get your Blueprint Special at:
  52. 52. Training Clients Get your Blueprint Special at:
  53. 53. Webinar Special onSocial Branding Blueprint Step-by-step online Blueprint training course. $997 Free Ticket to We First Seminar in Fall 2013. $1997 Free online access pass for favorite non-profit: $997 Investment: $997 ($4000+ value) Go to
  54. 54. Q&A! For the special offer on the Social Branding Blueprint Visit now.Will you be the NEXT contagious social brand?