sustainability and communication

The People’s Republic of Branding How social media, sustainability and CSR will change is changing how you communicate 10 September 2009

Russ Meyer, Chief Strategy Officer

“Revolution doesn’t happen when societies adopt new technologies.

It happens when societies adopt new behaviors.” – Clay Shirky Here Comes Everybody

Constituent = Consumer Consumer = Constituent

Image from Flickr user: Gophodotcom

2010-2039: Gen Y’s will dominate

Late BB's

Baby Boomers

1-19 20-39 40-54 55-70 71+ Global population in billions in 2019

• Mistrustful of authority figures: media, marketing, government • Embracing of diversity: experiences, people, structures, definitions • Grown up immersed in technology and marketing • Believes anyone can be a star • Believes media is interactive • Heightened desire to ‘give back’ • Link product loyalty to corporate behavior • Want socially responsible employers

Technology as amplifier

Image from Flickr user: Gophodotcom

MySpace Members 263,000,000 4 Facebook Members 250,000,000 5 Orkut Members 67,000,000 19

Grouping – just the facts Country Ranking

Twitter Members 41,000,000 32 Flickr Members 32,000,000 37

Crowd clout: Starbucks

Consumer and creator

Image from Flickr user: Dan Zen

Photos on Flickr 3,600,000,000 Blogs in the world 200,000,000

Videos on YouTube 100,000,000

Creating and sharing– just the facts

Articles on Wikipedia 13,000,000 Pieces of content shared

on Facebook every day 1,500,000 Page 12

On-line, real-time, amateur reporting

Iran election protests

Dave vs. Goliath

Life in public

Image from Flickr user: Terren in virginia

Everything is accessible: Wool from New Zealand

Strawberries from California

Even toxic waste

June 2009 Landor Credentials Page 21

The hottest new shopping tool: GoodGuide

Transparency becomes the default “Everything posted on the web is evidence.” Correlary: Everything will be on the web – whether you want it or not And its all instantly replicable, transferable, searchable, permanent

Presentation Title Page 23

Key themes

Being connected makes us connected

Image from Flickr user: James Cridland

Brands as community hub: Pampers

Putting a face on energy: Windunie

REACH: Singapore govt. engagement

Key themes

Being in more social networks makes us more aware of the interconnectedness of all systems Raises our expectations of others being connected and committed to the system (the whole) – both brands and others Increasingly, consumers/constituents are understanding the power of the individual and the power of their own collective: their social graph

Coordinated revolution

Image from Flickr user: rmeyerca

Green My Apple: Where it started Aug. 2006

Greenpeace as coordinator

Harness the PowerApp™: users

Not your father’s protest

Power of parody

And cause change – May 2007

Then use it to your advantage

Key themes

Transparency: can’t assume your vulnerabilities won’t be pointed out Customers/users increasingly feel they have ‘rights’ & responsibilities The opposition can be as (or more) sophisticated than you At a certain point, resistance is futile Are you looking at things backwards? If you change, can it provide competitive advantage?

## Month 200X Presentation Title Page 37

Now what?

Image from Flickr user: Jon Marshall

1. You are co-creating your brand together with your constituents

2. Stand for something worth getting engaged about

3.Narrative is key: the best man best storyteller will win

"Tell a story. That's the most important part of every speech, more than any given line: Does it tell a story from beginning to end?” Jon Favreau, chief speech writer for Obama

4. Become a platform to encourage others to participate and contribute

“Message of Hope” on Flickr and You Tube

5. Act authentically – show the human side of ‘institutions’

Finally: You can’t control everything

12 obama apps not officially sanctioned

Thank you.

Russ Meyer Chief Strategy Officer, Landor www.landor.com @russhmeyer on Twitter 001-415-365-3866 PDF of presentation at: http://landor.com/go/RussMeyer

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