We First: How Brands and Consumers Use Social Media to Build a Better World

( 2 )

Overview

Combining social media tools with socially conscious brands, the two major trends shaping tomorrow's consumer climate, Simon Mainwaring presents a visionary new model for companies and organizations to maximize both their own visibility and their contribution to the greater good. He shows how brands can leverage social media to build consumer goodwill, loyalty and profit, as well as how consumers can use their new social networking power to drive sustainable change in the business world. Using case studies ...

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We First: How Brands and Consumers Use Social Media to Build a Better World

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Overview

Combining social media tools with socially conscious brands, the two major trends shaping tomorrow's consumer climate, Simon Mainwaring presents a visionary new model for companies and organizations to maximize both their own visibility and their contribution to the greater good. He shows how brands can leverage social media to build consumer goodwill, loyalty and profit, as well as how consumers can use their new social networking power to drive sustainable change in the business world. Using case studies from Procter & Gamble, Pepsi, Wal-Mart, Starbucks, Toyota, Nike, Patagonia, and more, as well as the latest in social business technology, Mainwaring offers an actionable blueprint for prosperity and renewal that speaks to marketers and consumers alike.

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Editorial Reviews

Publishers Weekly
Can big business be socially responsible? Brand consulting expert Mainwaring certainly thinks so. He believes new technologies aren't merely making life easier, they're making us better: in allowing us to connect with each other across geographic, cultural, and language barriers, the Internet and social media might very well be increasing our capacity for empathy. His "We First" ethos proposes cooperation between governments, philanthropies, and capitalist corporations to achieve meaningful social transformation. Social media—viral, borderless—is the perfect vehicle to promote "contributory consumerism," and Mainwaring has fascinating suggestions for technological innovation and systemic change: he proposes a "Global Brand Initiative": an association of corporate brands and their advertising partners and competitors that willingly work together (Coke with Pepsi, Greenpeace with WWF, the U.S. with China) to advance corporate social responsibility and charitable donations. Tall orders, all—but the author's enthusiasm and evidence make an excellent (and counterintuitive) case for big business's ability to make major strides in creating a more equitable world. (June)
From the Publisher
"A must-[listen] for those who want to understand and engage the power and potential of social media to promote a healthier, more equitable world." —-Kirkus
Kirkus Reviews

A prolific blogger and social media consultant uses his online expertise to provide a framework for how businesses, consumers and social media can combine to make a better world.

Mainwaring is adamant that business as usual cannot be sustained in this era of corporate greed and a warming planet. The author's vision for a "We First" society, named after the social media consultancy company he founded, would have businesses take greater steps toward sustainability and social responsibility. In an age of growing interconnectivity, consumers, he writes, are vocal about wanting their purchases to promote social good. Corporations, whether altruistically or otherwise, have caught on and geared their brands to promote these values in order to maintain their consumer base. As a result, the private sector has begun to shift away from self-focused policies to those that include volunteerism, donations and sustainable manufacturing, building community and profits. But when contrasting the $20 billion in corporate donations to the trillions made in profits, plainly a great deal more can and needs to be done. The author offers clearly written and well-informed solutions, and end-of-chapter synopses and an appended reference guide flesh out his vision.

A must-read for those who want to understand and engage the power and potential of social media to promote a healthier, more equitable world.

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Product Details

  • ISBN-13: 9780230341630
  • Publisher: St. Martin's Press
  • Publication date: 10/16/2012
  • Edition description: Reprint
  • Pages: 256
  • Sales rank: 985,067
  • Product dimensions: 6.22 (w) x 9.04 (h) x 0.70 (d)

Meet the Author

Simon Mainwaring is founder and President of We First, a brand consulting firm that helps companies use social media to build communities, profits and positive impact. An award-winning advertising creative director, influential blogger and international speaker, he is a member of the General Mills Digital Advisory Board, the Advisory Board of the Center for Public Diplomacy at the USC Annenberg School, Ad Age’s Power150 and is an Expert Blogger for Fast Company.

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Table of Contents

PROLOGUE

Transforming the Engine of Capitalism

Redefining Self-Interest from Me First to We First

The Future of Profit is Purpose

Creating Sustainable Capitalism in Five Ways

Instilling We First Values into Capitalism

Why the World Needs a Responsible Private Sector

How Brands Build Their Business and a Better World

How Consumers Build Responsible Brands and a Better World

How Contributory Consumption Creates Sustainable Social Change

The Global Brand Initiative: The Future of the Private Sector

Epilogue

Endnotes

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Customer Reviews

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Sort by: Showing all of 2 Customer Reviews
  • Posted September 20, 2011

    I Also Recommend:

    A Must Read!

    Simon definitely knows his economics. It's great to know that someone is out there trying to educate us as consumers about the power of our purchasing. Even leaders in the free market can make a difference by having a profit with a purpose, and not profit for profit's sake.

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  • Anonymous

    Posted December 18, 2011

    No text was provided for this review.

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