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

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

 

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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

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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.

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