MASS DISRUPTION: THE FUTURE OF

SOCIAL STORYTELLING

SIMON MAINWARING

DIGITAL DISRUPTION

DATA - INTERNET OF THINGS

DATA DELUGE

MOBILE - SMARTPHONE SALES

SOCIAL COMMERCE

CONSUMERS AS CONTENT PRODUCERS

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.

KEY INSIGHTS

“Disruption is moving exponentially while companies are

innovating arithmetically.”

- JAY SAMIT, ‘DECODING DISRUPTION’

“Information technology expands exponentially. Non-

information technology expands linearly.”

- RAY KURZWEIL, AUTHOR/ DIR. OF ENGINEERING, GOOGLE

SWIFT RESPONSE

STORY VS. DATA

Story drives data. Data defines impact.

1. PURPOSEFUL 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.

DIGITAL STORYTELLING

Edelman ‘GoodPurpose Report’ 2012

BRAND TRUST

EMPLOYEES EXPECTATIONS

Deloitte, ‘Culture of Purpose Study’ 2014Deloitte, ‘Culture of Purpose Report’ 2013

CONSUMER SPENDING

Nielsen, ‘Doing Well

By Doing Good

Report’, 2014

Consumers want a better world, not just better widgets.

Purpose gives you relevance.

Story is your compass.

Telling drives connection.

PURPOSE + STORY

1. OWN A FUNDAMENTAL HUMAN PROPERTY

2. DECLARE YOUR MISSION AND VALUES

In today’s social business marketplace, brands no longer show our separation or differentiation,

but our connectedness to values.

3. BE SPECIFIC - SUSTAINABILITY

Simplicity is compressed complexity.

UNILEVER - EXTERNAL ALIGNMENT

UNILEVER - INTERNAL ALIGNMENT

KEY TAKEAWAY The future of profit is purpose.

KEY QUESTION What is the one fundamental human property

you want your brand to own?

2. COMMUNITY ARCHITECTURE

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.

CUSTOMER DRIVING STORY

1. CONSUMERS BUILD BRANDS

2. CONSUMERS CO-AUTHOR STORIES

3. BRANDS CELEBRATE CUSTOMERS

CONSUMER-DIRECTED STORYTELLING

BRAND

NOT SELF-DIRECTED STORYTELLING

BRAND

CELEBRATE EMPLOYEE/CONSUMER SUCCESS

BRAND

CONSUMER GOODWILL IN RETURN

BRAND

BRAND STORY ARC

BRAND ENGAGEMENT TACTICS

CONSUMER ENGAGEMENT UPGRADES

KEY STRATEGIES COMBINED

MODULATE BRAND STORY

ELITE VS. EVERYDAY ATHLETES

KEY TAKEAWAY A brand must be the chief celebrant,

not celebrity, of its customer community.

KEY QUESTION What customer benefit will your marketing celebrate?

3. CULTURAL LEADERSHIP

The goal is to transcend your products, service, and category to positively shape culture.

CAPTIVATE. EDUCATE. MOTIVATE. INSPIRE.

ARE WE CONSUMING TOO MUCH?

CAN WE MAKE THINGS FAIRER?

CAN WE HELP MORE PEOPLE?

CAN WE TREAT THE PLANET BETTER?

CAN WE LEARN IN NEW WAYS?

THE EVOLUTION OF REVOLUTION IS CONTRIBUTION

CVS Health launches national quit smoking

platform and campaign.

Intel CEO challenges entire industry to

become ‘conflict free.’

KEY TAKEAWAY Find the why that’s bigger than your company

and you’ll find the way to lead the future.

KEY QUESTION What cultural conversation will your brand lead?

Stories write our future.

Simon@WeFirstBranding.com

www.WeFirstBranding.com

THANK YOU, DI-DAY.