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

Simon Mainwaring

St. Martin's Publishing Group, Jun 7, 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.

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
• 8 HOW CONSUMERS BUILD RESPONSIBLE BRANDS AND A BETTER WORLD: 149
• 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

About 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.

Bibliographic information

• Title: We First: How Brands and Consumers Use Social Media to Build a Better World
• Author: Simon Mainwaring
• Publisher: St. Martin's Publishing Group, 2011
• ISBN: 0230120539, 9780230120532
• Length: 256 pages
• Subjects: Business & Economics / Customer Relations; Business & Economics / Development / Sustainable Development; Business & Economics / Leadership