EIGHT STEPS TO BECOMING A CONTAGIOUS SOCIAL BRAND

Simon Mainwaring

@SimonMainwaring

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

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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?

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“ If you want to become a large and profitable social brand, you have to start acting like one.”

The Obstacle

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The Solution

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Step 1: Recognize the marketplace

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“ 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.”

Zuckerberg’s Law

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•  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.

Action Steps:

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Step 2: Understand your audience

Source: Edelman GoodPurpose Report 2012

Source: Edelman GoodPurpose Report 2012

•  Identify your brand’s core values.

•  Ask your customers what they care about. •  Identify shared values and a common purpose.

Action Steps:

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Step 3: Balance Story and Telling

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Story Strategies:

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•  Story transcends technology.

•  You must tell a story worth telling to be a brand worth sharing.

•  How well you tell your story determines how well your customers tell your story.

Telling: Choose best channel mix •  Facebook •  Twitter •  Google+ •  LinkedIn •  YouTube •  Pinterest •  Instagram •  Vine •  Social ads •  Mobile ads

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Social Media Around The World 2012 Report, InSite Consulting

Social Media Around The World 2012 Report, InSite Consulting

•  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).

Action Steps:

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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?

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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?

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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.

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What does your brand own?

•  Coca-Cola. Open happiness. •  Starbucks. Shared Planet.

•  Nike. Better world.

•  IBM: Smarter Planet.

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STORY ARC

STORY

TIME

MISSION

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•  Work with employees and customers to focus your purpose.

•  Share that purpose in your marketing materials.

•  Periodically restate your purpose to your community.

Action Steps:

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Step 5: Align contribution

•  Make a contribution in alignment with your core values.

•  See customers as partners in business and positive impact.

•  Be transparent and accountable to avoid accusations of green-washing or cause washing.

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Unilver sustainable living

Unilver sustainable living

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Insert image filling entire screen Right click, ‘arrange’ ‘send to back’

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•  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.

Action Steps:

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Step 6: Engage customers

•  Plan your marketing for the entire year.

•  Co-create marketing with customers. •  Consistently reinforce the same brand story.

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Tactics

STORY

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Tactic

Tactic

Tactic

Tactic

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Tactic

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•  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.

Action Steps:

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Step 7: Grow community

•  Constantly engage customers in new, creative ways.

•  Inspire existing customers to promote your brand to new customers.

•  Always engage, upgrade and reward customers.

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Grow community

Engage

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Reward Engage

Engage

Engage

Reward

Reward

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•  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.

Action Steps:

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Step 8: Measure and Manage

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•  Define success metrics to match your business goals.

•  Adjust strategies based on what data tells you.

•  Always measure and manage your marketing as your company grows.

Source: 2013 Marketo, 4th Annual Social Media Marketing Industry Report

Source: TBWA 2012 The Future of Social Activism Report (Millennials)

•  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.

Action Steps:

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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

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Self-sustaining profits + impact

STORY

TIME

MISSION

Tactic

Tactic

Tactic

Tactic

Tactic

Tactic

Brand Storytelling

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Brand Platform

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Leadership strategies

•  The future of profit is purpose.

•  Be the celebrant, not celebrity, of your community.

•  The evolution of revolution is contribution.

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Leadership tactics

•  Stop selling, start caring.

•  Make the customer be the hero.

•  Scale intimacy.

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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: www.WeFirstBrand.com

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: www.WeFirstBrand.com

Social Branding Blueprint "Since taking the We First training, our new Customer CEO brand has had rapid market acceptance, measured in three ways. In new business, we have seen our client base nearly double within six months. In brand awareness, our social media connections have exploded with thousands of new followers. Finally, in pre-sales of our new book, several dozen organizations are placing bulk orders and booking us for speaking and workshops. Simon's gift is understanding how to really make this happen, not just talk about it.” Chuck Wall, Founder, CEO Customer "After training with We First our engagement level on Facebook (people talking about us) has constantly exceeded 10% and mostly stays between 20-30% with a high of 70%. This is compared to good target range between 1-5%. We have seen significant sales increases as a direct result of the high interaction levels." Michael Jones, CEO, Thrive Farmers Coffee After working with Simon, the number of new business leads increased 40% in the past three months. Mark Burgess, Co-founder, Blue Focus Marketing

Get your Blueprint Special at: www.WeFirstBrand.com

Training Clients

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Will you be the NEXT contagious social brand? “

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