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

© 2008 Landor Associates © 2008 Landor Associates

“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

Gen Z

Gen Y

Gen X

Late BB's

Baby Boomers

0

0.5

1

1.5

2

2.5

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


Gen Y

• 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


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


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

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


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