ivoh we first slides
TRANSCRIPT
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@simonmainwaring#WeFirst
Global Recession
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Consumer Distrust
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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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1. Community Building
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#WeFirst
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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
#WeFirst
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2. Contributory Consumption
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Build Community Through Contribution
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Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief
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Contributory Consumption: Daillly uses the sale of virtual goods for Tsunami relief
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3. Brand Collaboration
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#WeFirst
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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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4. Where to next?
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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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Brand Accountability: BrandKarma.com
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Brand/Customer Partnerships: Socialvest online/mobile platform
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PC Magazine, July 2011
“Apple Apps Selling 9 Times Faster Than McDonald's Burgers.”
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In-store Brand Accountability: GoodGuide customer app
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Kiip = Social Gaming as OS + Social Currency + Mobile Content
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5. We First Capitalism
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#WeFirst
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@simonmainwaring#WeFirst
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Thank You.
Twitter: @simonmainwaring
Book: wefirstbook.com
For these SLIDES and the We First VIDEO, email [email protected]