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21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society.
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© MSLGROUP06.29.2010 | P1
THE SOCIAL SQUARED MANIFESTO
Gaurav Mishra/ Gauravonomics
[email protected] on your favorite social network
© MSLGROUP
Director of digital and social media at MSLGROUP Asia
www.mslgroup.com/#practices/socialmedia
© MSLGROUP
Writer and speaker at Gauravonomics
www.gauravonomics.com
© MSLGROUP
Designer and changemaker at Ideasliver Labs
www.ideasliver.com
© MSLGROUP06.29.2010 | P5
WHY: THE SOCIAL-SQUARED MANIFESTO
© MSLGROUP
Saatchi & Saatchi: Lovemarks
Three ingredients of lovemarks: mystery, sensuality and intimacy.www.lovemarks.com
Lovemarks are brands that score high on both love and respect.
© MSLGROUP
The marketer who went off consumption
www.offconsumption.com
How to build brands in a post-television, post-advertising, post-materialism world?
© MSLGROUP
The wrong question
How to maximize the reach and frequency of the brand message?
© MSLGROUP
The right question
How to organize and energize our evangelists to help them scale their passion?
© MSLGROUP
How to scale passion?
Find passion Ignite passion Spread passion
© MSLGROUP
The social-squared manifesto
21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society.
© MSLGROUP
The social-squared manifesto
21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society.
© MSLGROUP
21st century brands
Twitter Zappos Obama
© MSLGROUP
The social-squared manifesto
21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society.
© MSLGROUP
Social as in connecting people
Social media technology design
© MSLGROUP
The social-squared manifesto
21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society.
© MSLGROUP
Social as in benefiting the society
Social responsibility innovation activism
© MSLGROUP06.29.2010 | P18
HOW: 360 DEGREE REDUX
© MSLGROUP
Old 360 degree marketing
Brand positioning TV commercial 360 degree campaign
© MSLGROUP
Old 360 degree marketing
Each disconnected TVC-centric 360 degree campaign starts and ends with zero attention.
Time
Attention
Campaign 1Campaign 2
Campaign 3
© MSLGROUP
360 degree redux
Social object Online community 360 degree commitment
© MSLGROUP
360 degree redux
Each connected community-centric 360 degree campaign attracts long-term evangelists to the community.
Time
AttentionCampaign 1
Campaign 2
Campaign 3
© MSLGROUP
Six shifts in 360 degree redux (#1)
Inside-out brand message outside-in social object
© MSLGROUP
Six shifts in 360 degree redux (#2)
TVC-centric community-centric
© MSLGROUP
Six shifts in 360 degree redux (#3)
Short-term campaigns long-term commitment
© MSLGROUP
Six shifts in 360 degree redux (#4)
Interruption-based permission-based
© MSLGROUP
Six shifts in 360 degree redux (#5)
Brand commercial branded content streams
© MSLGROUP
Six shifts in 360 degree redux (#6)
Paid or earned media owned and shared media
© MSLGROUP06.29.2010 | P29
CASE STUDY: PEPSI REFRESH
© MSLGROUP
Pepsi Refresh shift #1
Inside-out brand message outside-in social objectIn 2009, PepsiCo committed to the promise of “performance with purpose” and launched Pepsi’s Refresh rebranding. www.refresheverything.com
Frank Cooper, Chief Consumer Engagement Officer, PepsiCo
At PepsiCo, Performance with Purpose means delivering sustainable growth by investing in a healthier future for people and our planet.Each of our beverage brands has a strategy and marketing platform that will be less about (creating) a moment, more about a movement.
Indra Nooyi, Chief Executive Officer and Chairman, PepsiCo
Every generation refreshes the world. Now it’s your turn.
Pepsi Refresh TVC featuring Bob Dylan and Will.i.am
© MSLGROUP
Pepsi Refresh shift #2
TVC-centric community-centricIn January 2010, PepsiCo launched the Pepsi Refresh Project with a budget of $20m to support ideas that refresh local communities. www.refresheverything.com
© MSLGROUP
Pepsi Refresh shift #3
Short-term campaigns long-term commitmentApart from monthly contests in which 1000 ideas compete for $1.3m, Pepsi created a series of celebrity campaigns to energize the community. www.refresheverything.com
© MSLGROUP
Pepsi Refresh shift #4
Interruption-based permission-basedPeople opt-in to vote for and promote their favorite projects and receive updates on Facebook, Twitter and other social networks, apart from www.refresheverything.com.
© MSLGROUP
Pepsi Refresh shift #5
Brand commercial branded content streamsThe Pepsi Refresh blog includes announcements, how-to tips, case studies and grantee stories to educate and energize the community. www.refresheverything.com
© MSLGROUP
Pepsi Refresh shift #6
Paid or earned media owned and shared mediaPepsi Refresh content is created by celebrity ambassadors, contestants, and supporters on Facebook, Twitter and other social networks, apart from www.refresheverything.com.
© MSLGROUP06.29.2010 | P36
IN SUMMARY
© MSLGROUP
Why: The social-squared manifesto
www.socialsquared.org
21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society.
© MSLGROUP
How: 360 degree redux
www.threesixtyredux.com
Social object Online community 360 degree commitment
© MSLGROUP06.29.2010 | P39
FOR MORE
© MSLGROUP
Rosabeth Moss Kanter
www.blogs.hbr.org/kanter
A vision is not just a picture of what could be; it is an appeal to our better selves, a call to become something more.
© MSLGROUP
Umair Haque
www.blogs.hbr.org/haque
Creating a better 21st century means choosing to stop living in the 20th century.