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

Front Cover
St. Martin's Publishing Group, 7 Jun 2011 - Business & Economics - 256 pages

Named Strategy + Business best marketing book of 2011

A social media expert with global experience with many of the world's biggest brands -including Nike, Toyota and Motorola-Simon 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 Nestlé as well as a bold plan for how corporations need to rethink their strategies.

 

Selected pages

Contents

PROLOGUE
1
1 TRANSFORMING THE ENGINE OF CAPITALISM
7
2 REDEFINING SELFINTEREST FROM ME FIRST TO WE FIRST
23
3 THE FUTURE OF PROFIT IS PURPOSE
43
4 CREATING SUSTAINABLE CAPITALISM IN FIVE WAYS
61
5 INSTILLING WE FIRST VALUES INTO CAPITALISM
77
6 WHY THE WORLD NEEDS A RESPONSIBLE PRIVATE SECTOR
91
7 HOW BRANDS BUILD THEIR BUSINESS AND A BETTER WORLD
115
9 HOW CONTRIBUTORY CONSUMPTION CREATES SUSTAINABLE SOCIAL CHANGE
183
THE FUTURE OF THE PRIVATE SECTOR
211
EPILOGUE
231
Resources
233
Reference Guide
234
Notes
236
Index
245
Copyright

8 HOW CONSUMERS BUILD RESPONSIBLE BRANDS AND A BETTER WORLD
149

Other editions - View all

We First: How Brands and Consumers Use Social Media to Build a Better World
Simon Mainwaring
No preview available - 2011
We First: How Brands and Consumers Use Social Media to Build a Better World
Simon Mainwaring
No preview available - 2012

Common terms and phrases

actions advertising apps become better world blog brand nation brands and consumers build a better business practices campaigns capitalist cause cause-related marketing CEOs charities cial citizens collaboration company’s connect contributions contributory consumption corporate social responsibility costs create crowdsourcing customers developing donations economic efforts employees engagement environmental ethical example Facebook free market capitalism fund future global goals Greenpeace Haiti human ideas impact increasingly industry innovation Internet investment investors live Malcolm Gladwell meaningful Millennials million Nestlé NGOs Nike nonprofits organizations participate Pepsi PepsiCo percent philanthropies phones planet poverty private sector problems programs prosperity purchase QR code retail seek self-interest share shareholders smartphone social media social networks social transformation society Starbucks sumers sustainable thinking thought leaders tion today’s Triple Bottom Line Twitter Unilever United values virtual world Walmart YouTube Zynga

About the author (2011)

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.

Bibliographic information

TitleWe First: How Brands and Consumers Use Social Media to Build a Better World
AuthorSimon Mainwaring
PublisherSt. Martin's Publishing Group, 2011
ISBN0230120539, 9780230120532
Length256 pages
Subjects ›  › 

Business & Economics / Customer Relations
Business & Economics / Development / Sustainable Development
Business & Economics / Leadership
  
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