How To Build A Self-Sustaining Customer Community We First

1. How To Build
A Self-Sustaining
Customer Community
@SimonMainwaring

2. 3 Critical Questions
!
!
!
1. What is your story?
2. How do you share it?
3. How does it build business?
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3. 1. What is your story?
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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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Cultural Movement

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Eco Consciousness

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

20. Question 1:
What one human property do
you want your brand to own?
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21. Key Takeaway 1:
!
The future of profit
is purpose.
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22. 2. How do you share it?
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23. #WeFirst13
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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

28. #WeFirst13
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Grow Community
STORY
TIME
MISSION
Engage
Upgrade
Reward Engage
Engage
Engage
Reward
Reward
Upgrade
Upgrade
Upgrade

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

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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

32. Question 2:
What customer benefit will
your brand celebrate?
!
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33. Key Takeaway 2:
!
Be the chief celebrant,
not celebrity, of your
customer community.
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34. 3. How does it
build business?
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35. #WeFirst13
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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.

36. #WeFirst13
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Leading a Conversation
Same sex marriage Small business growth

37. #WeFirst13
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Leading a Conversation
Are we over-consuming? How equally shared is the value we create?

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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

41. Question 3:
What conversation will you lead?
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42. Key Takeaway 3:
!
People rise to the
conversation you create
around them.
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43. Three Action Items:
1. Own a human property.
2. Celebrate your customers.
3. Lead a conversation.
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44. #WeFirst13
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45. #WeFirst13
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Stories tell
the future.

46. Thank You, SMMW World!!
!
Contact: Simon@WeFirstBranding.com
!
Slides: Slides@WeFirstBranding.com
!
Training Summit: WeFirst14.com
Promo Code: IMPACT (save $500)
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