The Social Squared Manifesto

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THE SOCIAL SQUARED MANIFESTO

Gaurav Mishra/ Gauravonomics

[email protected] on your favorite social network

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Director of digital and social media at MSLGROUP Asia

www.mslgroup.com/#practices/socialmedia

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Writer and speaker at Gauravonomics

www.gauravonomics.com

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Designer and changemaker at Ideasliver Labs

www.ideasliver.com

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WHY: THE SOCIAL-SQUARED MANIFESTO

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Saatchi & Saatchi: Lovemarks

Three ingredients of lovemarks: mystery, sensuality and intimacy.www.lovemarks.com

Lovemarks are brands that score high on both love and respect.

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The marketer who went off consumption

www.offconsumption.com

How to build brands in a post-television, post-advertising, post-materialism world?

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The wrong question

How to maximize the reach and frequency of the brand message?

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The right question

How to organize and energize our evangelists to help them scale their passion?

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How to scale passion?

Find passion Ignite passion Spread passion

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The social-squared manifesto

21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society.

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The social-squared manifesto

21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society.

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21st century brands

Twitter Zappos Obama

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The social-squared manifesto

21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society.

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Social as in connecting people

Social media technology design

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The social-squared manifesto

21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society.

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Social as in benefiting the society

Social responsibility innovation activism

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HOW: 360 DEGREE REDUX

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Old 360 degree marketing

Brand positioning TV commercial 360 degree campaign

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Old 360 degree marketing

Each disconnected TVC-centric 360 degree campaign starts and ends with zero attention.

Time

Attention

Campaign 1Campaign 2

Campaign 3

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360 degree redux

Social object Online community 360 degree commitment

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360 degree redux

Each connected community-centric 360 degree campaign attracts long-term evangelists to the community.

Time

AttentionCampaign 1

Campaign 2

Campaign 3

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Six shifts in 360 degree redux (#1)

Inside-out brand message outside-in social object

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Six shifts in 360 degree redux (#2)

TVC-centric community-centric

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Six shifts in 360 degree redux (#3)

Short-term campaigns long-term commitment

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Six shifts in 360 degree redux (#4)

Interruption-based permission-based

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Six shifts in 360 degree redux (#5)

Brand commercial branded content streams

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Six shifts in 360 degree redux (#6)

Paid or earned media owned and shared media

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CASE STUDY: PEPSI REFRESH

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Pepsi Refresh shift #1

Inside-out brand message outside-in social objectIn 2009, PepsiCo committed to the promise of “performance with purpose” and launched Pepsi’s Refresh rebranding. www.refresheverything.com

Frank Cooper, Chief Consumer Engagement Officer, PepsiCo

At PepsiCo, Performance with Purpose means delivering sustainable growth by investing in a healthier future for people and our planet.Each of our beverage brands has a strategy and marketing platform that will be less about (creating) a moment, more about a movement.

Indra Nooyi, Chief Executive Officer and Chairman, PepsiCo

Every generation refreshes the world. Now it’s your turn.

Pepsi Refresh TVC featuring Bob Dylan and Will.i.am

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Pepsi Refresh shift #2

TVC-centric community-centricIn January 2010, PepsiCo launched the Pepsi Refresh Project with a budget of $20m to support ideas that refresh local communities. www.refresheverything.com

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Pepsi Refresh shift #3

Short-term campaigns long-term commitmentApart from monthly contests in which 1000 ideas compete for $1.3m, Pepsi created a series of celebrity campaigns to energize the community. www.refresheverything.com

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Pepsi Refresh shift #4

Interruption-based permission-basedPeople opt-in to vote for and promote their favorite projects and receive updates on Facebook, Twitter and other social networks, apart from www.refresheverything.com.

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Pepsi Refresh shift #5

Brand commercial branded content streamsThe Pepsi Refresh blog includes announcements, how-to tips, case studies and grantee stories to educate and energize the community. www.refresheverything.com

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Pepsi Refresh shift #6

Paid or earned media owned and shared mediaPepsi Refresh content is created by celebrity ambassadors, contestants, and supporters on Facebook, Twitter and other social networks, apart from www.refresheverything.com.

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IN SUMMARY

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Why: The social-squared manifesto

www.socialsquared.org

21st century brands are driven by social-squared: the intersection of social as in connecting people and social as in benefiting the society.

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How: 360 degree redux

www.threesixtyredux.com

Social object Online community 360 degree commitment

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FOR MORE

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Rosabeth Moss Kanter

www.blogs.hbr.org/kanter

A vision is not just a picture of what could be; it is an appeal to our better selves, a call to become something more.

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Umair Haque

www.blogs.hbr.org/haque

Creating a better 21st century means choosing to stop living in the 20th century.

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LET’S STAY IN TOUCH

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