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

by Mainwaring, Simon

• ISBN13: 9780230110267
• ISBN10: 0230110266
• Edition: 1st
• Format: Hardcover
• Copyright: 2011-06-07
• Publisher: St. Martin's Press

Summary

A social media expert with global experience with many of the world's biggest brands including Nike, Toyota and MotorolaSimon Mainwaring offers a visionary new practice in which brands leverage social media to earn consumer goodwill, loyalty and profit, while creating a third pillar of sustainable social change through conscious contributions from customer purchases. These innovative private sector partnerships answer perhaps the most pressing issue facing business and thought leaders today: how to practice capitalism in a way that satisfies the need for both profit and a healthy, sustainable planet. Mainwaring provides case studies from companies such as P&G, Walmart, Starbucks, Pepsi, Coca-Cola, Toyota, Nike, Whole Foods, Patagonia, and Nestle as well as a bold plan for how corporations need to rethink their strategies.

Author Biography

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. To connect with Simon visit simonmainwaring.com and Twitter at @simonmainwaring

Table of Contents

Acknowledgments	p. v
Prologue	p. 1
Transforming the engine of capitalism	p. 7
Redefining self-interest from me first to we first	p. 23
The future of profit is purpose	p. 43
Creating sustainable capitalism in five ways	p. 61
Instilling we first values into capitalism	p. 77
Why the world needs a responsible private sector	p. 91
How brands build their business and a better world	p. 115
How consumers build responsible brands and a better world	p. 149
How contributory consumption creates sustainable social change	p. 183
The global brand initiative, the future of the private sector	p. 211
Epilogue	p. 231
Resources	p. 233
Reference Guide	p. 234
Notes	p. 236
Index	p. 245
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