The Art & Architecture of Customer Community Building

1. The Art & Architecture
of Customer
Community Building
Presented by Simon Mainwaring
@SimonMainwaring

2. #WeFirst13
@SimonMainwaring
Convergence

3. #WeFirst13
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Social
Pressures
Technology
Pressures
Business
Pressures
You

4. #WeFirst13
@SimonMainwaring
1. Social Pressure SOCIAL
CRISES
SOCIAL
TECHNOLOGIES
SOCIAL
ACTIVISM
Social
Crises
Social
Technologies
Social
Activism
You

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EGYPT
BRAZIL
ISTANBUL
OCCUPY MOVEMENT

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Consumer Mobilization

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Customer Activism

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Mobile Activism

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2. Business Pressure SOCIAL
LICENSE
EMPLOYEE
SATISFACTION
RESOURCE
SCARCITY
Social
License
Employee
Satisfaction
Resource
Scarcity
You

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@SimonMainwaring
The drivers of brand reputation
are expanding beyond
marketing to include supply
chain, metrics, employees,
engagement, customers.
Expanded Accountability

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3. Technology Pressure MULTI-SCREEN
REAL-TIME
SPEED OF
CHANGE
Multi-screen Real-time
Speed of
Change
You

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Social Business B2C
SOURCE IBM 2012 Global CEO Study

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Social Business B2B
SOURCE B2B Content Marketing 2013

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TODAY EVERYONE WITH A COMPUTER
OR SMART PHONE IS THIS MAN.

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“ ”
“Consumers want a
better world,
not just better widgets.”

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Purpose as Profit
SOURCE Edelman 2012 GoodPurpose Study

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SOURCE Cone Echo 2013 Global CR Study
CONSUMERS WANT TO GET ENGAGED WITH CORPORATE SOCIAL RESPONSIBILITY EFFORTS

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Purposeful Employees
SOURCE A 2013 Deloitte ‘Culture of Purpose’ Report

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“ ”
86% of Millennials would consider leaving an
employer if its social-responsibility values no
longer matched their expectations.
PriceWaterhouseCoopers

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@SimonMainwaring
“ ”
80% of the 13–25-year-olds want to work for
a company that cares about its impact. In the
same survey, more than half said they would
refuse to work an irresponsible corporation.
NET IMPACT

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Customers Activists
SOURCE Edelman 2012 GoodPurpose Study

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Vision
Business Society
The
Planet
Business
Society
The
Planet

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“ ”
“The most iconic brands of
the future will be those with
the greatest social impact.”

24. 3 Critical Questions
!
!
!
1. What is your story?
2. How do you share it?
3. How does it build business?
#WeFirst13
@SimonMainwaring

25. 1. What is your story?
#WeFirst13
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Story
+
Telling

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Story Strategies
• Story transcends technology.
• You must tell a story worth telling to be a brand
worth sharing.
• How well you tell your story determines how well
your customers tell your story.

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Stages of Story Definition
1. Undefined
2. Tactical
3. Schizophrenic
4. Consistent
5. Branded
6. Social Brand

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Defining Your Brand
• What does your
company do?
• What is its purpose?
• What are its values?
• Who does it serve?
• What is its mission?

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Corporate Mission

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Corporate Values

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What property do you own?
• Coca-Cola. Open happiness.
• P&G. Change that matters.
• Starbucks. Shared Planet.
• Nike. Better world.
• IBM. Smarter Planet.
• Unilever. Sustainable living.

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Simplicity and Consistency

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Framing your story
• Be the celebrant, not celebrity,
of your customer community.
• Make the customer the hero
of your brand story.
• Assume what you want to prove
and dramatize the benefits.

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Global B2C Vision

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Global B2B Vision

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Sustainability Vision

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Sector Philosophy

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Eco Consciousness

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Cultural Movement

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“ ”
“In today’s social business marketplace,
brands no longer show our separation
or differentiation but our connectedness
through values.”

42. Question 1:
What one human property do
you want your brand to own?
#WeFirst13
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43. Key Takeaway 1:
!
The future of profit
is purpose.
#WeFirst13
@SimonMainwaring

44. @SimonMainwaring
5 minutes
to answer the question
and share it peer to peer.

45. 2. How do you share it?
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Customer as Celebrity

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Brand Ambassadors

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P&G, Pampers, Vaccines

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Story Arc
STORY
TIME
MISSION

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Tactics
STORY
TACTIC
TACTIC
TACTIC
TACTIC
TACTICTACTIC
TIME
MISSION

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Values-based Product Stories (3M)

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Grow Community
STORY
TIME
MISSION
Engage
Upgrade
Reward Engage
Engage
Engage
Reward
Reward
Upgrade
Upgrade
Upgrade

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Product Vision

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Self-sustaining Profits + Impact
STORY
TIME
MISSION
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic

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Brand Storytelling

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Product Brand Storytelling
COMPANY BRAND
PRODUCT
BRAND
PRODUCT
BRAND
PRODUCT
BRAND
PRODUCT
BRAND
PRODUCT
BRAND

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Aligning Good Works
• CSR
• Sustainability
• Community Giving
• Employee Volunteering
• Cause Marketing
• Foundation

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Benefits of Values Alignment
• Singularity of messaging
• Reputation enhancement
• Social license protection
• Risk mitigation
• Employee and customer goodwill
• Marketing spend optimization

59. Question 2:
What customer benefit will
your brand celebrate?
!
#WeFirst13
@SimonMainwaring

60. Key Takeaway 2:
!
Be the chief celebrant,
not celebrity, of your
customer community.
#WeFirst13
@SimonMainwaring

61. @SimonMainwaring
5 minutes
to answer the question
and share it peer to peer.

62. 3. How does it
build business?
#WeFirst13
@SimonMainwaring

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@SimonMainwaring
Leadership and Narrative
• People grow into the conversations you create
around them.
• Your larger brand narrative will drive the
conversations that change your employees,
customers and business.
• Find the why that’s bigger than your company
and you’ll find the way to lead the future.

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Leading a Conversation
Same sex marriage Small business growth

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@SimonMainwaring
Leading a Conversation
Are we over-consuming? How equally shared is the value we create?

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@SimonMainwaring
Leading the Conversation
Antibiotic-free ingredients Access to sport

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Leading a Conversation
Are we truly innovating? Are we truly collaborating for impact?

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Catalyzing Leadership

69. Question 3:
What conversation will you lead?
#WeFirst13
@SimonMainwaring

70. Key Takeaway 3:
!
People rise to the
conversation you create
around them.
#WeFirst13
@SimonMainwaring

71. @SimonMainwaring
5 minutes
to answer the question
and share it peer to peer.

72. Three Action Items:
1. Own a human property.
2. Celebrate your customers.
3. Lead a conversation.
#WeFirst13
@SimonMainwaring

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Stories tell
the future.

75. Thank You!!
Contact:
Simon@WeFirstBranding.com
!
Slides:
Slides@WeFirstBranding.com
!
Training Summit:
WeFirst14.com
Promo Code: IMPACT (save $500)
@SimonMainwaring

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Q&A