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1. The New Marketplace @simonmainwaring [email_address]
@simonmainwaring Global Recession [email_address]
@simonmainwaring Consumer Distrust [email_address]
@simonmainwaring Connected Citizens [email_address]
@simonmainwaring 3. Connected Citizens [email_address]
@simonmainwaring 3. Connected Citizens [email_address]
Consumers want a better world, not just better widgets.  @simonmainwaring [email_address]
“ 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 @simonmainwaring [email_address]
Timeless Brand Strategy @simonmainwaring [email_address] Define Purpose and Core Values Distil into Emotional terms Craft a Manifesto Write a Vision Statement Commit to Purpose Align Internally
5 Essentials Social Platforms @simonmainwaring [email_address] Blog Facebook/Twitter/Google+/Linked In You Tube Channel Content (re Products/Services/Purpose) E-commerce (Offline/Online/Mobile)
1. Brand Community Building @simonmainwaring [email_address]
@simonmainwaring Brand Content/Values:  Expedition 206 ‘Open Happiness’ [email_address]
@simonmainwaring Brand/Consumer/Causes:  Pepsi Refresh Project [email_address]
@simonmainwaring Brand Community Architecture :  Nike & Livestrong Foundation [email_address]
@simonmainwaring Brand Community Architecture:  Nike & Livestrong [email_address]
2. Contributory Consumption @simonmainwaring [email_address]
Build Community Through Contribution @simonmainwaring [email_address]
@simonmainwaring Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values [email_address]
@simonmainwaring Contributory Consumption:  Zynga uses the sale of virtual goods for earthquake relief [email_address]
@simonmainwaring Contributory Consumption:  Zynga & Pepsi Hut partner to fight world hunger [email_address]
3. Brand Collaboration @simonmainwaring [email_address]
@simonmainwaring Brand Cooperation:  Brands support First Lady’s ‘Let’s Move’ Initiative  [email_address]
@simonmainwaring Brand Collaboration:  Nike GreenXChange [email_address]
@simonmainwaring Brand Coalitions:  Patagonia-led coalition of apparel brands addressing sustainability [email_address]
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 @simonmainwaring [email_address]
Return on Investment @simonmainwaring [email_address]
@simonmainwaring [email_address] Return on Investment
Extra Return on Investment @simonmainwaring [email_address] Employee Retention Intellectual Property Research & Development PR Reputation Management/Word of Mouth
1. The future of profit is purpose. 2. Brands must become community celebrants not celebrities. 3. Marketers must become day traders in social emotion.  @simonmainwaring [email_address] Key Takeaways
Thank You. Twitter: @simonmainwaring Email:  [email_address] For the slides, email: [email_address] For information on the first WE FIRST SOCIAL BRANDING SEMINAR,  email: seminar@wefirstbranding.com

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