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We First Social Branding Blueprint

Marketplace
MODULE 1

“It’s  not  the  strongest  of  the  species  that  survives,  nor  the  
most  intelligent  that  survives.  It  is  the  one  that  is  most  
adaptable  to  change.”
Key  thought:
Charles Darwin
Prosperity is not the
wealth of a few but the
well being of many. “Social  and  digital  media  is  a  bullet  train  and  that  bullet  
train  is  not  coming  home.”
Howard Schultz, CEO, Starbucks

MODULE 1 QUESTIONS:

I) New Economy:

“The  biggest  problem  with  runaway  inequality…is  that  it  undermines  the  unity  of  purpose  
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Steve Pearlstein, Washington Post

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communities  where  they  operate  is  outdated  and  irrelevant  in  our  interdependent  world.”
Bill Clinton

1. Do you believe we are on the cusp of a revolutionary change in business or not, and why?

6 © Copyright 2012 We First

if not.  companies  and  their  CMO’s  are  waging  a  battle  with  complexity. On a scale of 1-10. List your top three economic concerns in terms of how they can negatively affect your business. why? And. Do you believe greater economic equality is necessary for you and your business to thrive? If so. and why? MODULE 1 3.  and  more  distribution   channels.  more  media. 4.  more  customer  segmentation. why? II) Social Technology: “With  more  countries.We First Social Branding Blueprint 2. rate your readiness for the following shifts in the marketplace: Data explosion Rise of social media Variety of channels/devices ROI accountability Corporate transparency/accountability Shifting demographics © Copyright 2012 We First 7 . Do you regard the current economic and technological challenges with fear or optimism.” McKinsey Quarterly 1.

We First Social Branding Blueprint 2. rate the difficulty of each of these barriers to using social technology: MODULE 1 Cost Lack of IT skills Tools implementation Lack of leadership/marketing/IT alignment Lack of ROI accountability Difficulty of use 3. rate how important it is for you to increase the use of the following social platforms/tools/media: Social media Customer analytics Customer Relationship Management (CRM) Mobile/tablet apps Content management Reputation management SEO 4. On a scale of 1-10. On a scale of 1-10. Select three business skills you are willing to invest in over the next year to master social branding: Enhancing customer loyalty/advocacy Designing experiences for tablet/mobile Monitoring the brand via social media Engaging customers using social media Analyzing offline/online transactions data Measuring ROI of digital technologies Developing social interaction policies Monetizing social media 8 © Copyright 2012 We First .

‘Here Comes Everybody’ “Facebook  didn’t  make  people  brave. Egypt 1.  It  just  helped  that  bravery  spread  and  grow. deeper social media engagement.  all  outside  the  framework  of  traditional  institutions   and  organizations.” Wael Ghonim.  and  to  take  collective  action. former Google employee. NYU Professor & author.  to  cooperate  with   one  another. © Copyright 2012 We First 9 . more purposeful and visible leadership. rate the trust/admiration your customer community has for the following: Your industry Your company leadership Your brand Your services Your products Your customer care 2.We First Social Branding Blueprint III) Connected Consumers: MODULE 1 “We  are  living  in  the  middle  of  a  remarkable  increase  in  our  ability  to  share.”   Clay Shirky. Identify three steps your brand can take to build customer trust (for example. greater corporate transparency and accountability). On a scale of 1-10.

Which phrase best describes how well your brand is prepared for a rise in customer activism? Unaware and unprepared Aware but unprepared Marketing Department aware/social media policy prepared Comprehensive leadership/employee training and policies prepared 10 © Copyright 2012 We First . We First Social Branding Blueprint 3. MODULE 1 4. Identify three ways your brand can add greater meaning to your customers’ lives (for example. greater social responsibility. clearer articulation of brand purpose. On a scale of 1-10. contribution to a cause). rate how well you currently monitor the following social media for customer feedback and behavior: Email Web browsing/search Facebook Twitter Google+ YouTube LinkedIn Foursquare 5.

We First Social Branding Blueprint 6. Identify the first three steps your brand must take to be better prepared for customer activism: MODULE 1 Better define your brand and its purpose Convince leadership of the need for greater social media engagement Integrate social media across your company Scale your social media communications team Establish social media crisis protocol and employee policy Expand social media outreach to customers Co-create better products and services with your customers Demonstrate greater transparency and accountability in brand behavior Additional Notes: © Copyright 2012 We First 11 .