crmc 2015 speech
TRANSCRIPT
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CRMC2015ConferenceSimon MainwaringFounder, We FirstJune 3, 2015
©2015 We First Inc. 1
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©2015 We First Inc.
The digital disruption of retail marketing.
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Every company, brandand retail marketer is facing new challenges to reach, engage and sell to hyper-connected, media-savvy, and always-on consumers living in a challenging world.©2015 We First Inc. 3
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Culture has changed…
– Climate change– Wealth
inequality– Water scarcity– Over-
population
-Environmental damage
– Loss of biodiversity
– Gender inequality
– Healthcare costs
Marketing has changed…
– Digital disruption – Quantified self
– Social media – Peer-to-peer– Mobile commerce – Big Data– Internet of Everything – Wearables
Consumers have changed…
– Media-savvy– Well-informed– Socially-
conscious– Hyper-
connected
– Consumer activists
– Mobile focused– Values-driven– Always on
©2015 We First Inc. 4
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Drones.
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Connected TVs. Connected Cars. Wearables.
Internet of Everything.
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Data deluge.
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Global smartphone sales.
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Socialmedia users & ad spend.
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Social commerce.
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Consumers as content producers.
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Story vs. Data.
Story drives data.
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Data defines impact.
VS
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The business case for purposeful storytelling.©2015 We First Inc. 12
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Edelman, 2015 ‘Trust Barometer Report’©2015 We First Inc. 13
Building brand trust.
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2015 Deloitte ‘Core Beliefs & Culture Survey’
Purpose builds culture.
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Consumer preferences.
Nielsen, 2014 ‘Doing Well By Doing Good Report’©2015 We First Inc. 15
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Consumer mindset shift.
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1. Purposeful storytelling.
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Social storytelling.
How well you tell your story determines how well consumers share your story.
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Story transcends technology.
You must define a story worth telling to be a brand worth sharing.
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1. Own a fundamental human property.
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Unilever.
airbnb.
Starbucks.
Chipotle.
IBM.
Subaru.
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2.Declare your mission and values.
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3.Be specific - sustainability.
21©2015 We First Inc.
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Simplicity is compressed complexity.
22©2015 We First Inc.
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B2C company/product brand alignment.
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A company promise is a way of being internally…
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And externally.
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Whole Foods. Value Creation at retailValues signage
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Whole Foods. Value creation on productsPackaging
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Whole Foods. Value creation onlineConsumer education for better health
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Whole Foods. Value creation in communicationsValues-based advertising and events
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KEY TAKEAWAYThe future of profit is purpose.
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KEY QUESTIONWhat fundamental property does your brand own?
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2. Community architecture.
©2015 We First Inc.
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Consumers driving story.
The first decision of a consumer is do they want to be part of your story.
33©2015 We First Inc.
To inspire participation, the consumer must be the hero of your story.
That story isn’t static but must evolve and mature.
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1. Consumers build brands.
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2.Encourage co-authorship and co-creation.
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3. Celebrate consumers.
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Celebratory storytelling.
BRAND
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BRAND
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Self-directed storytelling.
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Story arc.
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Engagement tactics.
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Engagement upgrades.
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Self-sustaining community.
42©2015 We First Inc.
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Chipotle. Value creation onlineWebsite, values overview
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Chipotle. Value creation at retailSignage
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Chipotle. Value creation at retailCommitment to quality
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Chipotle. Value creation at retailPackaging
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Chipotle. Value creation in advertisingBillboards
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Umpqua Bank. Value creation at retailValues signage and creating community
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Umpqua Bank. Value creation at retailValues based interaction
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Umpqua Bank. Value creation onlineValues oriented messaging
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Umpqua Bank. Value creation at retailvalues based collateral
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KEY TAKEAWAYA brand must be the chief celebrant, not
celebrity, of its consumer community.
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KEY QUESTIONWhat consumer benefit will your brand
celebrate?
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3.Cultural leadership.
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PEOPLE RISE TO THE CONVERSATION YOU GROW AROUND THEM.
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Sustainable Mass Transportation.
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CULTURAL CONVERSATION 2
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Starbucks – Shared Planet Leadership.
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Anti-discrimination
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60©2015 We First Inc.
Brands as Values Advocates - Indiana
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Mission-Led Culture, Marketing & Sales.
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The goal is to transcend your products, service, and category to positively shape
culture.
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Ben & Jerry’s. Value creation at retailValues signage and fixtures
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Ben & Jerry’s. Value creation at retail‘Cleaner greener freezer’ fixture
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Ben & Jerry’s. Value creation at retailPackaging
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Ben & Jerry’s. Value creation onlineValues overview and ingredients transparency
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Ben & Jerry’s. Value creation in advertising
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Ben & Jerry’s. Value creation at every touch point
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Ben & Jerry’s. Value creation through eventsCause campaign – global warming
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Ben & Jerry’s. Value creation through engagementSocial enterprise ‘Partnershop’
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CVS Health launches national quit smoking platform and campaign.
Intel CEO challenges entire industry to become ‘conflict mineral free.’
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The evolution of revolution is contribution.
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KEYTAKEAWAYBe a mission with a company, not a company with a mission.
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KEY QUESTIONWhat cultural conversation will your brand lead?
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Key takeaways.
3. Be a mission with a company, not a company with a mission.
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1. Recognize that the future of profit is purpose.
2. Be the celebrant, not celebrity, of your client community.
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75©2015 We First Inc.
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Q&AThank you,
CRMC!
Social Branding Training
Summit:
WeFirst15.com©2015 We First Inc. 76