- 1. 1Building Social Engagement Through Authentic MarketingAmy
Benziger, LovesocialPolina Pinchevsky, RoundPeg
2. Can You Engage Authentically Without Community Level
Marketing?Sustainability Summit |11.13.14 3. The world is so empty
if one thinks only of mountains, rivers & cities; but to know
someone who thinks & feels with us, & who, though distant,
is close to us in spirit, this makes the earth for us an inhabited
garden.Johann Wolfgang von Goethe 4. People don't buy what you do;
they buy why you do it.Simon Sinek 5. www.sweetgreen,com 6. Why
Community Level Marketing?Its the right thing to doConsumers prefer
real engagementStrengthens your brandMore effective than
traditional marketing 7. Amplifying your Base 8. Care Meets Action
= Taking Care 9. I will 10. Opportunity is missed by most people
because it is dressed in overalls and looks like work. Thomas A.
Edison 11. Every person is defined by the communities she belongs
to.Orson Scott Card, Speaker for the Dead 12.
[email protected] 13. We are a creative communications
agency specializing in effective digital storytelling. We
accomplish this through brand strategy, digital design,
cross-vertical campaigns and influencer cultivation. 14. Lovesocial
was founded in 2009 with a vision of creating authentic and
creative communication that empowers and inspires. Our team and
talent lies at the intersection of media, entertainment, culture
and technology. Our work has been featured in NY Times, Fast
Company, Forbes and Vogue amongst others.Who We Are 15. We are an
elite team of strategists, designers, writers, directors, and
producers, who share a common passion for telling compelling multi-
platform narratives for brands we love.What We Do 16. Our
CapabilitiesStrategyCompetitive AnalysisAudience
IdentificationBrand VoicePlatform StrategyContent StrategyEditorial
StrategyCampaign StrategyPlatform ManagementCommunity
ManagementMedia BuyingSocial ReportingPartnershipsInfluencer
ProgramsBlogger ProgramsNon-Profit PartnershipsTechnology
IntegrationProductionVideo ProductionWeb DevelopmentCurated
EventsDesignBrand IdentitySocial DesignMotion GraphicsMarketing
CollateralWeb DesignProduct Design 17. FoundersAzita Ardakani
Founder / CEO With a background in sociology, Azita has always
applied the lens of human drivers to her digital marketing career.
Staying committed to Lovesocials mandate of authentic marketing
strategies, Azita has forged a new kind of entrepreneurship which
mixes profit with purpose. She is the youngest female founder of
the B Corporation model (a new kind of company which uses the power
of business to solve social and environment problems) alongside the
ranks of Patagonia, Etsy and Method. Lovesocial has acquired the
attention of Jack Dorsey (Chairman of Twitter / Founder of Square),
who serves as an advisor to the startup. Azita has spoken at the UN
Mashable Summit, Al Jazeera, Cisco, LOreal, LuluLemon, United
Nations Day, Mozilla Firefox, and Founders Friday. She is a mentor
at Columbia Business School and Tech Stars New York.Todd Moscowitz
Founder / Chairman of the Board Todd Moscowitz most recently served
as the Chief Executive Officer and Co-President of Warner Brothers
Records, stepping down in December of 2012. Previously, he held the
title of Executive Vice President at Warner Brothers Records. Prior
to joining WMG, Todd served as President of Asylum Records, General
Manager of Def Jam Records, Head of Rush Communications, and as a
Partner at Violator Management. He is currently the Co-Founder of
music label 300 with Lyor Cohen.Follow her @AzitaFollow him
@ToddMoscowitz 18. ClientsConsumer ProductNikeConverseJack
PurcellJoe FreshFilmTribeca Film: Nas: Time is IllmaticParticipant
Media: A Place at the Table / SnitchConnectedGaslandLa
SourceMissRepresentationRO*CO
FilmsTechnologyFoodilyHootsuiteHPTechstarsImpactNPRThe Nature
ConservancySummit on the SummitTEDActiveFuture FortifiedPakistan
NowUN: Nothing But NetsLifestyleMichael KorsOprah MagazineTory
BurchVerily MagazineW Magazine 19. Success Stories 20. Throughout
our history, weve learned that the key to success in the digital
space is rapid adaptation. Quickly learning our target audiences
native habits, concerns and cares has allowed us to tap into
fundamental truths that translate into compelling creative and a
dynamic bottom line.A History of Evolution 21. We launch
movements.Summit on the Summit Diving into a stalled campaign, we
humanized the message and drove massive engagement for the first
major awareness effort around the global clean water crisis.
Launched The Wave - the first organic, non-automated Twitter flash
mob driving 12MM Twitter impressions in 24 hours, 100k site visits
/ day, massive influencer engagement and landing the campaign as
the #1 Cause on Facebook. 22. We drive awareness.Unlock Iran Making
the user the star, we concepted an interactive site scraping user
data to re-skin users Facebook timelines as if they were jailed in
Iran to shed light on the 800+ prisoners of rights in Iran today.
Partnership with Inside Out project and coverage by New York Times,
Fast Company, Forbes and the BBC led to successfully influencing
the U.N. to approve a mandate for a special rapporteur for human
rights.UnlockIran.org 23. We empower communities.Gasland From
Sundance to the Oscars, we drove the digital activation around the
Gasland screening tour with the support of influencers including
Yoko Ono and Mark Ruffalo. We created digital toolkits for
localized advocacy efforts resulting in a moratorium on hydraulic
fracturing in selected states across America. 24. We move brand
from legacy to lasting.NPR Generation Listen In a crowded media
landscape, we built an engagement plan for the backseat babies
raised on NPR and millennials not yet activated. Built the visual
identity and all marketing collateral for 2014/15 roll- out.
Identified and sit on the Junior Advisory Board of young
influencers spanning technology, media, creative and film sectors.
25. We create change.MissRepresentation Leveraging Change.org, we
launched the Keep It Real Campaign targeting major fashion editors
to stand against the photoshopping of women and girls in the media.
160k campaign signatures resulted in Seventeen Magazine pledging to
never alter girls faces or bodies in their magazines. 26. We
re-imagine storytelling.The Nature Conservancy After 250k site
visits translated into 4 donations over a year, TNC approached
Lovesocial to revamp their Securing Water campaign. Playing on the
popular meme Liquid Courage, we took users through a journey of the
real ways in which TNCs work touches their lives every day. Drove
engagement across all state chapters and led to the securing of a
$5MM sponsorship deal for water efficiency programs over the next 5
yrs. 27. We connect with creators.Converse To launch Converses new
#sneakerswould campaign, we engaged the emerging creative class
where they express themselves most--on Instagram One of the first
brands to approach influencers through custom films on Instagram
Direct Message. 28. We create groundswell.Tribeca Film: NAS: Time
is Illmatic We created the design, editorial and partner strategy
for the launch of the documentary Nas: Time is Illmatic. We built
the best practice framework for social for all Tribeca distributed
films. Sold out all major markets for opening night and secured
Spotify for Social Impact as a media partner. 29. We bring
personalities to life.Oprah MagazineA major voice needs a
megaphone. We trained the Oprah Magazine staff in social and built
the digital persona for Adam Glassman Creative Director of O
Magazine.Expanded the magazines brand reach via Adam Glassman by
1400%. 30. We connect with consumers.Joe Fresh To support the
launch of their first physical stores in the US and an e- commerce
platform, we brought Joe Fresh from a brand interested in fashion
to a brand interested in people. Established media partnership with
Vogue featuring 4 key bloggers. Brought actress Sophia Bush on as
the face of the campaign. Together, we designed a custom t-shirt
with all proceeds benefiting the Human Rights Campaign which sold
out in under twelve hours. 31. We inspire action.Participant Media
Inspiring an audience: check. Keeping them engaged after the film?.
Participant approached Lovesocial for films such as A Place at the
Table and Snitch to extend the life of the narrative through
turning supporting data into a compelling argument for change.
Building designed pieces from infographics to community toolkits,
we gave individuals the information they need to turn their
inspiration into action. 32. We clarify your message.Nike Better
World Nike Better World was launched to include consumers in Nikes
efforts to lead at the intersection of sustainable design and
superior product development. However, through the years, the
message had become muddled serving as a catchall for all impact
efforts across the organization. Showcasing that greatness happens
at every step of the process, we built the brand and social
platform strategy for the re-launch in 2015. Just as Nike
re-imagined the athlete was anyone with a body, Nike Better World
will re- imagine innovation as inherently including sustainability
and re-set industry standards for excellence. 33. The Grain of
Truth Process 34. Step 1Intent:Define the opportunityAlign all
stakeholdersOutcome: Defined problem and positioning potential.What
is the problem you are trying to solve?What does your ideal
community look like?What interpretation of your brand / message
would you like to avoid?Who is your competition?QUESTIONS 35.
Trying to solve for? Cities are difficult and expensive to get
around, especially if you arent familiar with them and dont know
where to catch taxis. What interpretation of your brand / message
(positioning) would you like to avoid? Uber opens up possibilities
for users for seamless travel options. Aims to position itself as
affordable luxury and avoid the message of exclusivity. Who is your
competition? TaxisCase Study: Uber 36. Step 2Intent:Define what
success looks likeSet goals for successOutcome: Top 3 goals and
timeframe.Establish key tactics to achieve successHow do you
measure success?What does that look like?What tactics need to be
put into place to achieve those outcomes?What are the metrics used
that can be used to judge success qualitatively?What are the
metrics used that can be used to judge success
quantitatively?QUESTIONS(E.G. SHIFT IN PERCEPTION, AWARENESS,
SENTIMENT)?(E.G. SOCIAL REACH/ MENTIONS, DOLLARS RAISED, TRAFFIC,
PLEDGES/POLICIES)? 37. How do you measure success? Universal
recognition and respect as the #1 brand smartphone What does it
look like in terms of outcomes? Market dominance over android What
are the metrics that can be used to judge success qualitatively?
Preference for Apple products (regardless of higher price point).
Loyalty to the Apple brand. Positive online sentiment, user reviews
and press. What are the metrics that can be used to judge success
quantitatively? Devices sold, page visits, apps created, downloads
and tutorials viewed.Case Study: Apple 38. Step 3Intent:Establish a
belief systemOutcome: Your Grain of Truth.Why does X need to
exist?Who would be affected if you didnt exist?What is the
potential net impact if you are successful?QUESTIONS 39. Why does X
need to exist? Southwest Airlines offers the lowest priced flights
in the world Who would be affected if you didnt exist? Americans on
a budget who wouldnt be able to fly with the higher priced airlines
What is the potential impact if you are successful? With Southwest,
a larger number of people are connected and free to travel where
they need/ want to go. This means they never have to miss another
meaningful moment from a Thanksgiving meal or a wedding
celebrationCase Study: Southwest Airlines 40. Step 4Intent:Informed
by brand history, competitive landscape community psychographics
and current trends establish your strengths, weaknesses,
opportunities and threats.Outcome: Key considerations to inform
brand messaging.StrengthsWeaknessesOpportunitiesThreats 41.
Strengths: Store on every corner means convenience and familiarity
worldwide Weakness: High cost Opportunities: CSR Story: Employee
benefits, Fair Trade and clean water initiatives Threats: Local
coffee shopsCase Study: Starbucks 42. Step 5ManifestoYOUR HEARTYour
legacy statement: Puts personality into your reason to exist and
draws out the enthusiasm (can be internally, externally or
both).Anchor Statement YOUR SOUL A single statement rallying
cry.12Brand Message 43. Manifesto: This is your life. Do what you
love, and do it often. If you dont like your job, quit. If you dont
have enough time, stop watching TV. If you are looking for the love
of your life, stop; they will be waiting for you when you start
doing things you love. Stop over analyzing, life is simple. All
emotions are beautiful. When you eat, appreciate every last bite.
Open your mind, arms, and heart to new things and people, we are
united in our differences. Ask the next person you see what their
passion is, and share your inspiring dream with them. Travel often;
getting lost will help you find yourself. Some opportunities only
come once, seize them. Life is about the people you meet, and the
things you create with them so go out and start creating. Life is
short. Live your dream and share your passion. Anchor Statement:
Live mindfullyCase Study: Holstee 44. Step 6Intent:Create a brand
persona and voice that allows your followers to develop a personal
and meaningful relation with the brand.Exercise 2: Defining Your
ArchetypeJung used the word archetype to refer to the recurring
patterns found in universal stories, identifying the themes,
symbols and imagery as part of the human psyche.We define brands
and organizations by archetype to understand their structure for
human motivation and meaning, embrace the strengths of their
culture and align their messages and their actions.WHAT IS YOUR
ARCHETYPE? Foundation: Where you come from Influencer: What youre
influenced by Core: How you manifest in the world 45. ExamplesThe
Hero NikeThe Caregiver Johnson & JohnsonThe Lover HallmarkThe
Regular Guy / Girl Ikea 46. What wordswould you use
todescribeyourself?Exercise 2How would yourfans, customersor
clientsdescribe you?How would you like your fans, customers or
client to describe you? 47. If you were a person who would you be?
Man or woman? young or old? What are your values? Assign a persona
Ex. The renegade, parent, coach, partygirlExercise 3How do you want
people to feel when they interact with you? Establishes your
purpose for communication. Are you educating, delighting,
instilling confidence?What is your tone? Establishes the
credibility of your character Places you in the past, present or
future Are you honest, humble, clinical, humorous?PersonaVoiceTone
48. Persona - if you were a person who would you be? Older,
masculine male, The Most Interesting Man in the World, Voice - how
do you want people to feel when they interact with you? Invited
into an elite gathering Tone - what is your tone? Confident,
humorous, slightly cockyCase Study: Dos Equis 49. Voice
&ToneYOUR COMMUNICATIONPersona YOUR BODYManifesto YOUR
HEARTAnchor Statement YOUR SOUL 50. [email protected] be a
stranger.
