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Post on 15-Jul-2015
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1. The New Customer
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Global Recession
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Consumer Distrust
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Connected Citizens
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3. Connected Citizens
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3. Connected Citizens
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Consumers want a better world,not just better widgets.
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“86% of global consumers believe that business needs to place at least equal weight on society’s interests as
on business’ interests.”Edelman 2010 GoodPurpose® Study
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Timeless Brand Strategy
Define Purpose and Core Values
Distil into Emotional terms
Craft a Manifesto
Write a Vision Statement
Commit to Purpose
Align Internally
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5 Essentials Social Platforms
Blog
Facebook/Twitter/Google+/Linked In
You Tube Channel
Content (re Products/Services/Purpose)
E-commerce (Offline/Online/Mobile)
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1. Brand Community Building
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Brand Content/Values: Expedition 206 ‘Open Happiness’
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Brand/Consumer/Causes: Pepsi Refresh Project
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Brand Community Architecture : Nike & Livestrong Foundation
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Brand Community Architecture: Nike & Livestrong
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2. Contributory Consumption
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Build Community Through Contribution
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Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values
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Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief
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Contributory Consumption: Zynga & Pepsi Hut partner to fight world hunger
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3. Brand Collaboration
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Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative
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Brand Collaboration: Nike GreenXChange
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Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability
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Key Social Strategies/Tactics
Crowdsource ideas or funds or IP
Collaborate with competitors/cross sector
Build contribution into real/virtual consumption
Launch/partner with employee volunteer programs
Use social platforms to trigger donations/actions
Use online platforms/mobile apps for credibility/reach
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Brand Goodwill: Nordstrom enters NYC with charity store
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For Profit/Cause Integration: TOMS Shoes and Eyewear
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Non-Profit Brand Storytellers: charity: water
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Brand/Non-Profit Partnerships: Made For Good
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Brand Collaboration: Nike Environmental Design Tool
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Brand/Customer Partnerships: Socialvest online/mobile platform
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Citizen Activism: #OperationCupOfTea
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Mobile Brand Accountability: GoodGuide customer app
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Future: Kiip = Social Gaming as OS + Social Currency + Mobile Content
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Return on Investment
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Return on Investment
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Extra Return on Investment
Employee Retention
Intellectual Property
Research & Development
PR
Reputation Management/Word of Mouth
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PC Magazine, July 2011
“A pple A pps Selling 9 T imes F aster Than M cD onald's B urgers.”
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The Future
The Future
Gamification: Operating system for social media
Social media: Sharing social capital/influence
Content: Engagement
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1. The future of profit is purpose.
2. Brands must become community celebrants not celebrities.
3. Marketers must become day traders in social emotion.
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Key Takeaways
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T h a n k Yo u .
For these slides, email:
s l id e s @W e F ir s t B r a n d in g . c o m
For information on the first everW E F IR S T S O C IA L B R A N D IN G
S E M IN A R :
w w w . W e F ir s t S e m in a r . c o m
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