LMA We First slides

1. Global Recession

seminar@wefirstbranding.com #LMALA @simonmainwaring

2. Consumer Distrust


3. Connected Citizens


Clients and customers want a better world,
not just better widgets.


8 of global consumers believe that business needs to place at least equal weight
6%
on society’s interests
as on business’ interests.

Edelman 2010 GoodPurpose® Study


Social Media and The Law

GEOGRAPHY: Universal access is partly why social media and the
Internet have been difficult to fit into one field of law.

JURIES: Lawyers are pulling information from social networks like
Facebook and LinkedIn to see what companies, brands, or
affiliations jury members might have.

EVIDENCE: In terms of legal evidence, social media is a lot like e-
mail made public.

LEAD GEN: Social media was most effective at creating offline
relationships.

BRANDING: Social media is helping lawyers establish a brand and
identity.

Can you ignore social media?

“I n-house attorneys now are using new media platforms to deepen
their professional networks; to obtain their legal, business, and
industry news and information; and to enrich their social and
personal lives. M ost importantly, they expect that trend to
accelerate in the future.”

Greentarget 2010 Corporate Counsel New Media Engagement Survey


So are you ready to be social?

Define Purpose and Core Values

Distil into Emotional terms

Craft a Manifesto

Write a Vision Statement

Commit to Purpose

Align Internally


5 Essentials Social Platforms

Blog

Facebook/Twitter/Google+/Linked In

You Tube Channel

Content (re Products/Services/Purpose)

E-commerce (Offline/Online/Mobile)


“L awP ivot will charge both lawyers and startups to use it. I f
the company can pull this business model off, it will have devised
a way to not only intercept fees lawyers sometimes collect for
consultations but also collect fees from those lawyers themselves.
I f that doesn’t scream brilliant, we don’t know what it does.”

Mashable, March 2011


1. Community Building


Brand Content/Values: Expedition 206 ‘Open Happiness’


Brand/Consumer/Causes: Pepsi Refresh Project


Brand Community Architecture : Nike & Livestrong Foundation


Brand Community Architecture: Nike & Livestrong


2. Contributory Consumption


Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values


Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief


3. Brand Collaboration


Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative


Brand Collaboration: Nike GreenXChange


Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability


Brand Building Social Strategies/Tactics

B l o g : Allowing individual attorneys to to co-author the
brand’s/firm’s message. See: ctemploymentlawblog.com

C u r a t e : Become a source of news creating, aggregating and
filtering industry news and matters related to your specialty letting
the information flow both ways. @dnajd

R e f e r r a l s : Use social media to connect with colleagues and
thought leaders for client referrals by finding, following and engaging
with blogs in your area of expertise and geographic area. See:
@nikiblack

B e h u m a n : Show your personality and humor so people want to
work with you. See: @FAquila


Goodwill Building Social Strategies/Tactics

Crowdsource ideas or funds or IP

Collaborate with competitors/cross sector

Build contribution into real/virtual consumption

Launch/partner with employee volunteer programs

Use social platforms to trigger donations/actions

Use online platforms/mobile apps for credibility/reach


Added Return on Investment

Employee Retention

Intellectual Property

Research & Development

PR

Reputation Management/Word of Mouth


1. The future of profit is purpose.

2. Brands must become community celebrants not celebrities.

3. Marketers must become data traders in social emotion.


T h a n k Yo u , L M A .

Twitter: @simonmainwaring

Email: simon@wefirstbranding.com

For the slides, email:
slides@wefirstbranding.com

To be part of the first ever
W E F IR S T S O C IA L B R A N D IN G
S E M IN A R ,
see Morgan at the back of the room!

LMA We First slides

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