Communicating social business

transcript

communicatingsocial business

it always starts with a good product

desirability

viability feasibility

traditional business is all about the customer

VALUE PROPOSITION DESIGN

customer

value proposition product/service

communication strategy

communication tools2

BENEFICIARY = CUSTOMER

BENEFICIARY + CUSTOMER

VALUE PROPOSITION DESIGN

beneficiary

you need 2 layers of communication

Which layers would need your company ? How would you communicate them ?

THEBASICS

1.sell to people who care

6 degrees of marketing

BE REMARKABLE / tell a story

keep it simple

Be Joyful

DESIGN MATTERS

BREF duo by Henkel

be honest

how to create a world class communication strategy

customer

value proposition product/service

communication strategy

communication tools2

communication strategy communication tools

strategy by DDB

commutation

avoid the course of knowledge

Trash 99%of your content

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

Social RationalEmotional

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?

workshop

who do we want as clients ?

who do we sacrifice as clients ?

what is our industry ?

who is our competitor outside of the industry ?

why cant we die ?

what will happen by 2020 ?

WHAT CHANGE DO WE WANT IN THE WORLD?

1.create a slogan

THE RISE OF THE PROSUMER

“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”

hyperconsumption

Xmas sales

BLACK FRIDAY

shopping became a new religion

2.35 billion

which not only lead to huge personal debts

Pollution

• cPovertyPoverty

our “happiness is founded on terrible injustice

In Asia, China and India, hypercomsuption just has begone

carbon foot print

downsizing

eco tourism

ethical consumption

fair trade

food miles

sustainable

social business

historic shift to do good

c fringe movementsfringe movements such as whole food stores become part of the mainstream

The “ great recession” giving people the opportunity and added reason to stop and think, to consider there life and life style choices.

“ohhh noo, what have i done “

prosumers

➢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?

And yet overriding our multitude of complaints is an enduring sense of optimism and purpose

Opportunities for Businesses and Brands

9 insights on how to do it right

Maximizing profits through purpose

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

1. Go Local

McDonald’s Australia sponsors community cleanups

Reckitt Benckiser’s Harpic is building and repairing toilet facilities in parts of India that are most in need

2. Find the Right Partners

3. Make It Easy to Do Good

The “buy one, give one” model helps us feel good about our purchases

Making charitable giving automatic

Volkswagen’s “Blue Mobility” in-car app helps drivers track and reduce their fuel use

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.

5. Help Bridge the Gap

Whole Foods tracks workers’ salaries and bonuses to ensure no executive makes more than 19x the average worker’s compensation

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

Trust Driver #2: Be Transparent

“It is important to me that companies operate transparently, letting consumers and others know what they’re doing”

Patagonia’s Footprint Chronicles invites consumers into the company’s inner workings, detailing what they’re doing right—and what they need to improve

Honest by

Belgian fashion company operates under a “100% transparency policy,” disclosing everything from product sourcing to price markups

Honest by

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

"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