Communicating social business
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Transcript of Communicating social business
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communicatingsocial business
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it always starts with a good product
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desirability
viability feasibility
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traditional business is all about the customer
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VALUE PROPOSITION DESIGN
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customer
value proposition product/service
communication strategy
communication tools2
1
3
4
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BENEFICIARY = CUSTOMER
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BENEFICIARY + CUSTOMER
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VALUE PROPOSITION DESIGN
beneficiary
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you need 2 layers of communication
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Which layers would need your company ? How would you communicate them ?
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THEBASICS
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1.sell to people who care
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6 degrees of marketing
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6 degrees of marketing
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BE REMARKABLE / tell a story
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keep it simple
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ArtBe
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Be Joyful
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DESIGN MATTERS
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BREF duo by Henkel
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be honest
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88
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how to create a world class communication strategy
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customer
value proposition product/service
communication strategy
communication tools2
1
3
4
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communication strategy communication tools
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strategy by DDB
commutation
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avoid the course of knowledge
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Trash 99%of your content
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Rules of advertising:
1.Always localize2.Always tell the reader where
he can buy your product3.Avoid all unpleasant
connotation about your product
4.Always give prominent display to your product logo
5.Always feature news in your advertisement
6.Whenever possible, show people enjoying your product
7.Whenever possible mention your product name in the headline
8.Don’t use negative headlines
9.Show the product
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Rules of advertising:
1.Always localize2.Always tell the reader where
he can buy your product3.Avoid all unpleasant
connotation about your product
4.Always give prominent display to your product logo
5.Always feature news in your advertisement
6.Whenever possible, show people enjoying your product
7.Whenever possible mention your product name in the headline
8.Don’t use negative headlines
9.Show the product
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Rules of advertising:
1.Always localize2.Always tell the reader where
he can buy your product3.Avoid all unpleasant
connotation about your product
4.Always give prominent display to your product logo
5.Always feature news in your advertisement
6.Whenever possible, show people enjoying your product
7.Whenever possible mention your product name in the headline
8.Don’t use negative headlines
9.Show the product
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Rules of advertising:
1.Always localize2.Always tell the reader where
he can buy your product3.Avoid all unpleasant
connotation about your product
4.Always give prominent display to your product logo
5.Always feature news in your advertisement
6.Whenever possible, show people enjoying your product
7.Whenever possible mention your product name in the headline
8.Don’t use negative headlines
9.Show the product
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Rules of advertising:
1.Always localize2.Always tell the reader where
he can buy your product3.Avoid all unpleasant
connotation about your product
4.Always give prominent display to your product logo
5.Always feature news in your advertisement
6.Whenever possible, show people enjoying your product
7.Whenever possible mention your product name in the headline
8.Don’t use negative headlines
9.Show the product
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Rules of advertising:
1.Always localize2.Always tell the reader where
he can buy your product3.Avoid all unpleasant
connotation about your product
4.Always give prominent display to your product logo
5.Always feature news in your advertisement
6.Whenever possible, show people enjoying your product
7.Whenever possible mention your product name in the headline
8.Don’t use negative headlines
9.Show the product
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Rules of advertising:
1.Always localize2.Always tell the reader where
he can buy your product3.Avoid all unpleasant
connotation about your product
4.Always give prominent display to your product logo
5.Always feature news in your advertisement
6.Whenever possible, show people enjoying your product
7.Whenever possible mention your product name in the headline
8.Don’t use negative headlines
9.Show the product
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Rules of advertising:
1.Always localize2.Always tell the reader where
he can buy your product3.Avoid all unpleasant
connotation about your product
4.Always give prominent display to your product logo
5.Always feature news in your advertisement
6.Whenever possible, show people enjoying your product
7.Whenever possible mention your product name in the headline
8.Don’t use negative headlines
9.Show the product
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Rules of advertising:
1.Always localize2.Always tell the reader where
he can buy your product3.Avoid all unpleasant
connotation about your product
4.Always give prominent display to your product logo
5.Always feature news in your advertisement
6.Whenever possible, show people enjoying your product
7.Whenever possible mention your product name in the headline
8.Don’t use negative headlines
9.Show the product
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Rules of advertising:
1.Always localize2.Always tell the reader where
he can buy your product3.Avoid all unpleasant
connotation about your product
4.Always give prominent display to your product logo
5.Always feature news in your advertisement
6.Whenever possible, show people enjoying your product
7.Whenever possible mention your product name in the headline
8.Don’t use negative headlines
9.Show the product
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Social RationalEmotional
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Why?
Avoid the curse of
knowledge
Define a narrow key audience
Aim for a clear change in behaviour
Appeal to all three types of human mind
How to think like a strategist?
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workshop
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who do we want as clients ?
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who do we sacrifice as clients ?
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what is our industry ?
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who is our competitor outside of the industry ?
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why cant we die ?
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what will happen by 2020 ?
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WHAT CHANGE DO WE WANT IN THE WORLD?
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1.create a slogan
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THE RISE OF THE PROSUMER
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THE RISE OF THE PROSUMER
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1920
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“you have taken over the job of creating desire and have transformed people into constantly moving happiness machines, machines which have become the key to economic progress”
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hyperconsumption
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Xmas sales
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BLACK FRIDAY
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shopping became a new religion
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2.35 billion
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which not only lead to huge personal debts
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Pollution
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• cPovertyPoverty
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Wars
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our “happiness is founded on terrible injustice
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In Asia, China and India, hypercomsuption just has begone
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carbon foot print
downsizing
eco tourism
ethical consumption
fair trade
food miles
sustainable
social business
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historic shift to do good
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c fringe movementsfringe movements such as whole food stores become part of the mainstream
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The “ great recession” giving people the opportunity and added reason to stop and think, to consider there life and life style choices.
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“ohhh noo, what have i done “
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prosumers
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➢The roughly 15–20% of leading-edge consumers who are influencing trends and shaping markets around the globe
➢Key characteristics:* Embrace innovation * Constantly seek out information and new experiences* Enthusiastic adopters of new media and technologies* “Human media” who transport attitudes and ideas* Marketing savvy and demanding of brand partners* Highly influential and sought-after for opinions and recommendations
Who are Prosumers?
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And yet overriding our multitude of complaints is an enduring sense of optimism and purpose
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Opportunities for Businesses and Brands
9 insights on how to do it right
Maximizing profits through purpose
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1. Go Local 2. Find the Right Partners 3. Make It Easy to Do Good 4. Empower 5. Help Bridge the Gap 6. Be honest /Be Transparent
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1. Go Local
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McDonald’s Australia sponsors community cleanups
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Reckitt Benckiser’s Harpic is building and repairing toilet facilities in parts of India that are most in need
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2. Find the Right Partners
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3. Make It Easy to Do Good
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The “buy one, give one” model helps us feel good about our purchases
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Making charitable giving automatic
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Volkswagen’s “Blue Mobility” in-car app helps drivers track and reduce their fuel use
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4. Empower
In the “Mad Men” era, marketing was all about making people feel inadequate in order to get them to buy things. Now, companies are reaping profits and building relationships by helping people feel better about themselves and their impact on the world.
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5. Help Bridge the Gap
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Whole Foods tracks workers’ salaries and bonuses to ensure no executive makes more than 19x the average worker’s compensation
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6. Be honest /Be Transparent
"We’re entering the age of damage, where social media has empowered people to hold businesses accountable. As corporations have grown in size and power, people are expecting more from them. They want big business in
general—and their brand partners in particular—to play a role in driving positive change and to work toward the
greater good rather than acting solely on the basis of their own agendas. Consumers are rewarding those businesses
that take the lead and punishing those that don’t.”—David Jones, global CEO of Havas
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Trust Driver #2: Be Transparent
“It is important to me that companies operate transparently, letting consumers and others know what they’re doing”
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Patagonia’s Footprint Chronicles invites consumers into the company’s inner workings, detailing what they’re doing right—and what they need to improve
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Honest by
xxx
Belgian fashion company operates under a “100% transparency policy,” disclosing everything from product sourcing to price markups
Honest by
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On Procter & Gamble’s relationship with USAID:
“It’s like getting a Good Housekeeping Seal of Approval. They bring a lot of legitimacy to our initiatives, particularly when we are entering new markets.”
On Procter & Gamble’s relationship with USAID:
Forming smart partnerships can speed progress and stakeholder buy-in
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"We’re entering the age of damage, where social media has empowered people to hold businesses accountable. As corporations have grown in size and power, people are expecting more from them. They want big business in
general—and their brand partners in particular—to play a role in driving positive change and to work toward the
greater good rather than acting solely on the basis of their own agendas. Consumers are rewarding those businesses
that take the lead and punishing those that don’t.”
—David Jones, global CEO of Havas