How To Build A Self-Sustaining
Customer Community
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3 Critical Questions !!!
1. What is your story? 2. How do you share it? 3. How does it build business?
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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.”
Question 1:
What one human property do you want your brand to own?
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Key Takeaway 1: !
The future of profit is purpose.
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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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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
Question 2:
What customer benefit will your brand celebrate?
!
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Key Takeaway 2: !
Be the chief celebrant, not celebrity, of your customer community.
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3. How does it build business?
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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.
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Leading a Conversation
Same sex marriage Small business growth
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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
Question 3:
What conversation will you lead?
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Key Takeaway 3: !
People rise to the conversation you create
around them.
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Three Action Items:
1. Own a human property.2. Celebrate your customers.
3. Lead a conversation.
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Stories tellthe future.
Thank You, SMMW World! !!
Contact: [email protected] !
Slides: [email protected] !
Training Summit: WeFirst14.com Promo Code: IMPACT (save $500)
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