Mass Disruption The Future of Social Storytelling

1. MASS DISRUPTION:
THE FUTURE OF
SOCIAL STORYTELLING
SIMON MAINWARING

2. DIGITAL DISRUPTION

3. DATA - INTERNET OF THINGS

4. DATA DELUGE

5. MOBILE - SMARTPHONE SALES

7. SOCIAL COMMERCE

8. CONSUMERS AS CONTENT PRODUCERS

9. KEY INSIGHTS
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.

10. SWIFT RESPONSE
“Information technology expands exponentially. Non-information
technology expands linearly.”
- RAY KURZWEIL, AUTHOR/ DIR. OF ENGINEERING, GOOGLE
“Disruption is moving exponentially while companies are
innovating arithmetically.”
- JAY SAMIT, ‘DECODING DISRUPTION’

11. STORY VS. DATA
Story drives data. Data defines impact.

12. 1. PURPOSEFUL STORYTELLING

13. DIGITAL 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.

14. BRAND TRUST
Edelman ‘GoodPurpose Report’ 2012

15. EMPLOYEES EXPECTATIONS
Deloitte, ‘Culture of Purpose Study’ 2014
Deloitte, ‘Culture of Purpose Report’ 2013

16. CONSUMER SPENDING
Nielsen, ‘Doing Well
By Doing Good
Report’, 2014

17. Consumers want a better world,
not just better widgets.

18. PURPOSE + STORY
Purpose gives you relevance.
Story is your compass.
Telling drives connection.

19. 1. OWN A FUNDAMENTAL HUMAN PROPERTY

20. 2. DECLARE YOUR MISSION AND VALUES

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

22. 3. BE SPECIFIC - SUSTAINABILITY

23. Simplicity is compressed complexity.

24. UNILEVER - EXTERNAL ALIGNMENT

25. UNILEVER - INTERNAL ALIGNMENT

26. KEY TAKEAWAY
The future of profit is purpose.

27. KEY QUESTION
What is the one fundamental human property
you want your brand to own?

28. 2. COMMUNITY ARCHITECTURE

29. CUSTOMER DRIVING STORY
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.

30. 1. CONSUMERS BUILD BRANDS

31. 2. CONSUMERS CO-AUTHOR STORIES

32. 3. BRANDS CELEBRATE CUSTOMERS

33. CONSUMER-DIRECTED STORYTELLING
BRAND

34. NOT SELF-DIRECTED STORYTELLING
BRAND

35. CELEBRATE EMPLOYEE/CONSUMER SUCCESS
BRAND

36. CONSUMER GOODWILL IN RETURN
BRAND

37. BRAND STORY ARC

38. BRAND ENGAGEMENT TACTICS

39. CONSUMER ENGAGEMENT UPGRADES

40. KEY STRATEGIES COMBINED

41. MODULATE BRAND STORY

42. ELITE VS. EVERYDAY ATHLETES

43. KEY TAKEAWAY
A brand must be the chief celebrant,
not celebrity, of its customer community.

44. KEY QUESTION
What customer benefit will your marketing celebrate?

45. 3. CULTURAL LEADERSHIP

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

47. CAPTIVATE. EDUCATE. MOTIVATE. INSPIRE.

48. ARE WE CONSUMING TOO MUCH?

49. CAN WE MAKE THINGS FAIRER?

50. CAN WE HELP MORE PEOPLE?

51. CAN WE TREAT THE PLANET BETTER?

52. CAN WE LEARN IN NEW WAYS?

53. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION
CVS Health launches national quit smoking
platform and campaign.
Intel CEO challenges entire industry to
become ‘conflict free.’

54. KEY TAKEAWAY
Find the why that’s bigger than your company
and you’ll find the way to lead the future.

55. KEY QUESTION
What cultural conversation will your brand lead?

57. Stories write our future.

59. THANK YOU, DI-DAY.
Simon@WeFirstBranding.com
www.WeFirstBranding.com