womma - we first

The New Marketplace

@simonmainwaring#WOMMA

Global Recession


Consumer Distrust


Connected Citizens


Citizens


Netflix: CEO Rick Hastings Dumps Qwikster after stock drops 37% losing 800,000 customers


http://www.washingtonpost.com/business/netflix-shares-drop-37-percent-after-company-loses-800000-customers/2011/10/25/gIQAMQJoFM_story.html

Customer Activism: Online petition of 300,000 forces BofA to drop its debit card charge.


http://articles.businessinsider.com/2011-10-31/wall_street/30341269_1_debit-bank-of-america-customers-petition

Banking: National Bank Transfer Day (750,000 new Credit Union customers/$4.5B)


http://newsok.com/making-the-switch-from-bank-to-credit-union/article/3620249

3. Connected Citizens


Consumers want a better world,not just better widgets.


“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


http://www.goodpurposecommunity.com/

http://www.goodpurposecommunity.com/

For slides, email:

[email protected]

Or text:

310-321-4014


mailto:[email protected]

A Private Sector Pillar of Social Change

[email protected]/310-321-4014 WeFirstSeminar.com#WOMMA

WeFirstSeminar.com#[email protected]/310-321-4014

i) Brand/Customer Partnerships


Brand Content/Values: Expedition 206 ‘Open Happiness’


http://www.thecoca-colacompany.com/dynamic/press_center/2010/12/expedition-206-finale.html

Brand Community Architecture : Nike & Livestrong Foundation


http://www.livestrong.org/chalkbot

Brand Community Architecture: Nike & Livestrong


http://www.livestrong.org/chalkbot

Brands as Customer Communities: 4Food


http://4food.com/

ii) Contributory Consumption


Build Community Through Contribution


Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values


http://www.pampers.com/en_US/unicef/

Contributory Consumption: Zynga & Pepsi Hut partner to fight world hunger


http://slicesofhope.pizzahut.com/

Local Contributory Consumption: Invincibelle Spirit Pink Hydrangea


http://www.invincibellespirit.net/

iii) Global Brand Initiative


Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative


http://www.healthyweightcommit.org/

Brand Collaboration: Nike GreenXChange


http://greenxchange.force.com/vGXhome

Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability


http://www.apparelcoalition.org/

Local Brand Coalitions: Greater Cincinnati Green Business Council


http://www.gcgbc.org/

Future Brands


Engaging Management, Employees & Customers

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


Socially Conscience Brands: Starbucks ‘Don’t Contribute’ & Create Jobs USA


http://money.cnn.com/2011/08/24/news/economy/ceo_pledge_donations/index.htm

http://money.cnn.com/2011/11/01/smallbusiness/starbucks_jobs/

Brand Goodwill: Nordstrom enters NYC with charity store


http://www.nytimes.com/2011/08/16/business/nordstrom-opens-treasurebond-in-new-york-city.html?pagewanted=all

For Profit/Cause Integration: TOMS Shoes and Eyewear


http://www.toms.com/

Brand/Non-Profit Partnerships: Made For Good


http://madeforgood.com/

“Open” Brand IP: Nike Environmental Design Tool


Pop Up Branding: Timberland “Recycled” Earthkeepers Pop-up Micro Stores


Product Influencer Perks: Klout perks to category influencers


Kiip: Social Gaming as OS + Social Currency + Mobile Content


Non-Profit Brand Storytellers: charity: water


Crowdsourcing Cause Engagement: UNAIDS collaborates re AIDS strategy with youth online.


Brand Accountability: BrandKarma.com


Brand/Customer Partnerships: Socialvest online/mobile platform


Citizen Activism: #OperationCupOfTea


Community Activism: BeRemedy.org


Mobile Brand Accountability: GoodGuide customer app


Thank you, WOMMA.

For these slides and film, email:

[email protected]

Or text: 310-321-4014

Join us at the firstWE FIRST SOCIAL BRANDING SEMINAR:

www.WeFirstSeminar.com

womma - we first

Technology

brand goodwill

brand contentvalues

brand cooperation

brand collaboration

brand accountability

brand community architecture

open brand ip

local brand coalitions