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

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

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

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

For slides, email:

Slides@WeFirstBranding.com

Or text:

310-321-4014

A Private Sector Pillar of Social Change

Slides@WeFirstBranding.com/310-321-4014 WeFirstSeminar.com#WOMMA

WeFirstSeminar.com#WOMMASlides@WeFirstBranding.com/310-321-4014

i) Brand/Customer Partnerships

Brand Content/Values: Expedition 206 ‘Open Happiness’

Brand Community Architecture : Nike & Livestrong Foundation

Brand Community Architecture: Nike & Livestrong

Brands as Customer Communities: 4Food

ii) Contributory Consumption

Build Community Through Contribution

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

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

Local Contributory Consumption: Invincibelle Spirit Pink Hydrangea

iii) Global Brand Initiative

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

Brand Collaboration: Nike GreenXChange

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

Local Brand Coalitions: Greater Cincinnati Green Business Council

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

Brand Goodwill: Nordstrom enters NYC with charity store

For Profit/Cause Integration: TOMS Shoes and Eyewear

Brand/Non-Profit Partnerships: Made For Good

“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:

Slides@WeFirstBranding.com

Or text: 310-321-4014

Join us at the firstWE FIRST SOCIAL BRANDING SEMINAR:

www.WeFirstSeminar.com

WOMMA - We First

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