Di-Day Slides
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This document discusses the future of social storytelling and marketing. It argues that brands must define a purposeful story and mission to connect with customers. A brand's story should celebrate customers as heroes and allow them to co-author the story. Finally, to lead culturally brands need to engage consumers around important social and environmental issues bigger than the company. The future is about using storytelling that enhances people's lives and shapes culture for the better.
Di-Day Slides
- 1. MASS DISRUPTION: THE FUTURE OF SOCIAL STORYTELLING SIMON MAINWARING
- 3. DATA - INTERNET OF THINGS
- 4. DATA DELUGE
- 5. MOBILE - SMARTPHONE SALES
- 8. CONSUMERS AS CONTENT PRODUCERS
- 9. KEY INSIGHTS You now live in a real-time, social, and mobile marketing world. You can reach the exact audience you want through relevant, real-time, paid content. You have to take a data-driven, mobile-first approach to marketing.
- 10. SWIFT RESPONSE “Information technology expands exponentially. Non-information technology expands linearly.” - RAY KURZWEIL, AUTHOR/ DIR. OF ENGINEERING, GOOGLE “Disruption is moving exponentially while companies are innovating arithmetically.” - JAY SAMIT, ‘DECODING DISRUPTION’
- 11. STORY VS. DATA Story drives data. Data defines impact.
- 13. DIGITAL STORYTELLING Story transcends technology. You must define a story worth telling to be a brand worth sharing. How well you tell your story determines how well your customers share your story.
- 14. BRAND TRUST Edelman ‘GoodPurpose Report’ 2012
- 15. EMPLOYEES EXPECTATIONS Deloitte, ‘Culture of Purpose Study’ 2014 Deloitte, ‘Culture of Purpose Report’ 2013
- 16. CONSUMER SPENDING Nielsen, ‘Doing Well By Doing Good Report’, 2014
- 17. Consumers want a better world, not just better widgets.
- 18. PURPOSE + STORY Purpose gives you relevance. Story is your compass. Telling drives connection.
- 19. 1. OWN A FUNDAMENTAL HUMAN PROPERTY
- 20. 2. DECLARE YOUR MISSION AND VALUES
- 21. In today’s social business marketplace, brands no longer show our separation or differentiation, but our connectedness to values.
- 22. 3. BE SPECIFIC - SUSTAINABILITY
- 23. Simplicity is compressed complexity.
- 24. UNILEVER - EXTERNAL ALIGNMENT
- 25. UNILEVER - INTERNAL ALIGNMENT
- 26. KEY TAKEAWAY The future of profit is purpose.
- 27. KEY QUESTION What is the one fundamental human property you want your brand to own?
- 29. CUSTOMER DRIVING STORY The first decision of a customer is do they want to be part of your story. To inspire participation, the customer must be the hero of your story. That story isn’t static but must evolve and mature.
- 30. 1. CONSUMERS BUILD BRANDS
- 31. 2. CONSUMERS CO-AUTHOR STORIES
- 32. 3. BRANDS CELEBRATE CUSTOMERS
- 34. NOT SELF-DIRECTED STORYTELLING BRAND
- 35. CELEBRATE EMPLOYEE/CONSUMER SUCCESS BRAND
- 36. CONSUMER GOODWILL IN RETURN BRAND
- 37. BRAND STORY ARC
- 42. ELITE VS. EVERYDAY ATHLETES
- 43. KEY TAKEAWAY A brand must be the chief celebrant, not celebrity, of its customer community.
- 44. KEY QUESTION What customer benefit will your marketing celebrate?
- 46. The goal is to transcend your products, service, and category to positively shape culture.
- 47. CAPTIVATE. EDUCATE. MOTIVATE. INSPIRE.
- 48. ARE WE CONSUMING TOO MUCH?
- 49. CAN WE MAKE THINGS FAIRER?
- 50. CAN WE HELP MORE PEOPLE?
- 51. CAN WE TREAT THE PLANET BETTER?
- 52. CAN WE LEARN IN NEW WAYS?
- 53. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION CVS Health launches national quit smoking platform and campaign. Intel CEO challenges entire industry to become ‘conflict free.’
- 54. KEY TAKEAWAY Find the why that’s bigger than your company and you’ll find the way to lead the future.
- 55. KEY QUESTION What cultural conversation will your brand lead?
- 57. Stories write our future.
- 59. THANK YOU, DI-DAY. Simon@WeFirstBranding.com www.WeFirstBranding.com