TOMS vs. BOBS: How Skechers shot themselves in the foot

Simon Mainwaring / Advertising / 4 years ago

Image Credit: GOOD magazine

This week Skechers copied the concept behind for TOMS shoes by launching BOBS (link no longer available). Just like TOMS, when you buy a pair of BOBS, Skechers would donate another pair to a child in need. Even the shoes were the same. And their name had a similar short, familiar feel. In doing so they set themselves up for online ridicule, but also drew a powerful distinction between those that do good because of the meaning behind it and those that do it simply for marketing purposes.

Obviously the concept of giving a pair of shoes away has proven effective marketing for TOMS shoes and its founder, Blake Mycoskie. But what drove TOM”s success is not the “how” – the giving away of shoes – but the “why” behind it. As the company website explains, the TOMS concept emerged after a powerful and authentic experience – Mycoskie’s travels in Argentina during which he saw and met countless barefoot children. That powerful direct experience inspired a desire to do good. So Blake and his team took a financial risk by betting their business and philanthropic success on an untested and generous buisness model.

Skechers approach appears to be far more cynical. There is no problem with Skechers or any company copying the TOMS concept. In fact, Blake Mycoskie has stated that he hoped others would copy his business model. But by mirroring the TOM’s concept so blatantly, Skechers not only showed a lack of creativity and originality, but they left themselves wide open to accusations of disingenuous social concern.

This is a great example of where where so many brands go wrong. Consumers do not respond to the “how” of what you do but the “why”. That’s because the “why” is emotional and something they can connect to. The “How” is simply the expression of that emotion.

Skechers would have done far better to copy TOMS in a different way. They should have sat down and thought through what they stand for and then acted on that with equal generosity. Then would consumers have a way to connect with the brands that warranted admiration.

As it stands, consumers can do little but shake their heads at such transparent and self-serving motives. That’s why their campaigns set off such an online fire storm within 24 hours. At least Skechers had the good sense to take down their BOBS promotion as soon as the issue erupted.

The integration of profit and purpose is a tricky business for true motivations are easily obscured. But one thing is sure. Consumers know authenticity when they see it and can smell cynicism a mile away. The only way for a brand to protect itself is to start from a place of authenticity. That way the extraordinary connectivity and reach of social media can work for a brand and not against it.

Do you agree that BOBS was a disingenuous marketing campaign? Or do you think the TOMS concept is fair game?

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  1. Mike Handy says:

    Couldn’t have said it better if I tried for weeks. Simple to the point and dead on. I can’t understand the rational behind the Sketchers. I do want to make one point TOM’s is inspiring a ton of people to set up organizations that Give and risk. The influence of Tom’s is significant they are creating a wave of good. The effects have yet to be seen on a wide scale but its just a matter of time.

    1. Thanks Mike. I think it’s important to tease out the different motivations
      because it helps brands and consumers understand why some things look good
      but just don’t feel right. Brands can be in too much of a hurry sometimes to
      think things through. Thanks for the feedback.

      Simon

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      A struggling economy, a world in crisis and new social technology has left
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      of a We First world.
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
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      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
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      an Expert Blogger for Fast Company.

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      [12]Subscribe here.
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      We First is here!

      Well, today is the day! After almost four years of work, my first book ‘We
      First’ is now available. I am so excited to share this with you and invite
      you to order a copy for yourself and your colleagues of friends. The book
      offers you enormous value in the following areas:

      How does a business use social media to build its profits and brand
      community.

      How do regular people use what they buy and social media to have a positive
      impact on our world.

      How does the business work with its customers to great a new pillar of
      social change that can build a better world.

      My hope is that We First will enrich your business and personal life. Our
      world desperately needs new ideas that can improve the lives of others and
      ourselves. Thank you so much for your support and for sharing the message.

      Watch the brand new We First Launch Film: ‘We-defining Me’
      http://www.vimeo.com/24580586?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      A ‘We First Special’ Offer

      Visit http://wefirstbook.com?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email now and order your copy! You’ll instantly
      receive:

      A free We First white paper on the ‘7 Keys to Brand Positioning in the
      Future.’

      A free podcast on ‘The Future of Ad Agencies.’

      A free podcast on ‘The 7 Stages to Becoming a Tech-savvy & Socially
      Responsible Consumer.’

      Plus 10% of the book price will be donated to ‘Girl Up, a campaign of the
      United Nations Foundation.’

      Also, when you enter your email address at http://wefirstbook.com, you’ll
      get instant access to ten free videos about how to use social media to build
      your community, profits and positive impact.

      Independent Reviews of ‘We First':
      [5]http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      -first/#review
      Links:
      5. http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we-first/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email#review

      -Kirkus Reviews
      http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Publisher’s Weekly
      http://www.inc.com/magazine/201106/book-review-we-first.html?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Inc Magazine

      What is We First?

      We First is a way of looking at the world. It asserts that we now live in an
      intimately connected, mutually dependent, global community. It recognizes
      that selfish Me First thinking hurts business, people we care about,
      millions of strangers and the planet. It embraces the seismic impact of
      digital and social technology that is transforming our professional and
      personal lives. It accepts the challenge of millions of consumers who want
      brands to be a force for change in return for their loyalty, goodwill and
      purchases. It believes that this unprecedented collision of global needs and
      personal wants, of human emotion and social technology, of powerful brands
      and newly empowered consumers has the potential to transform our world.

      Ten Core ‘We First’ Beliefs
      1. An inter-dependent, global community requires an expanded definition of
      self-interest.
      2. The future of profit is purpose.
      3. Technology is teaching us to be human again.
      4. Consumers want a better world, not just better widgets.
      5. Brands must become architects of community.
      6. Brands must become day traders in social emotion.
      7. The evolution of revolution is contribution.
      8. We cannot separate living and giving if we hope to build a better world.
      9. Life’s necessities must generate the necessities for life.
      10. Prosperity is not the wealth of a few but the well-being of many.

      TEDxSF: Watch Simon Mainwaring TEDx talk from this weekend

      In his talk, ‘From Me First to We First Living’, Simon explores how we
      change the way we think and behave using social media to build better
      businesses and a better world.
      http://tedxsf.org/2011/04/events-page-simon-mainwaring/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      Recent Articles in Mashable and AdAge

      The 7-Stage Evolution of a Socially Responsible Consumer
      http://mashable.com/2011/04/22/csr-company-stages/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      How Digital Tech Can Help You Become a More Socially Responsible Consumer
      http://mashable.com/2011/05/20/socially-responsible-consumer/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      From ‘Me First’ to ‘We First': Five Tips for Social-Media Marketing
      http://adage.com/article/cmo-strategy/tips-social-media-marketing/227857?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      /

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for Fast Company.

      Did someone forward this to you?
      [12]Subscribe here.
      Links:
      12. http://wefirstbranding.us2.list-manage.com/subscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e

      Don’t want to receive these emails anymore? Bummer, but you can
      [13]unsubscribe instantly.
      [14]Become a fan on Facebook | [15]Follow We First on Twitter | [16]Connect
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      email
      Copyright © 2011 We First
      Links:
      13. http://wefirstbranding.us2.list-manage.com/unsubscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=52a3b58bbc&c=952bfa7746
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      16. http://www.linkedin.com/groups/We-First-3717514?mostPopular=&gid=3717514&utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
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      Links:
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      We First is here!

      Well, today is the day! After almost four years of work, my first book ‘We
      First’ is now available. I am so excited to share this with you and invite
      you to order a copy for yourself and your colleagues of friends. The book
      offers you enormous value in the following areas:

      How does a business use social media to build its profits and brand
      community.

      How do regular people use what they buy and social media to have a positive
      impact on our world.

      How does the business work with its customers to great a new pillar of
      social change that can build a better world.

      My hope is that We First will enrich your business and personal life. Our
      world desperately needs new ideas that can improve the lives of others and
      ourselves. Thank you so much for your support and for sharing the message.

      Watch the brand new We First Launch Film: ‘We-defining Me’
      http://www.vimeo.com/24580586?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      A ‘We First Special’ Offer

      Visit http://wefirstbook.com?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email now and order your copy! You’ll instantly
      receive:

      A free We First white paper on the ‘7 Keys to Brand Positioning in the
      Future.’

      A free podcast on ‘The Future of Ad Agencies.’

      A free podcast on ‘The 7 Stages to Becoming a Tech-savvy & Socially
      Responsible Consumer.’

      Plus 10% of the book price will be donated to ‘Girl Up, a campaign of the
      United Nations Foundation.’

      Also, when you enter your email address at http://wefirstbook.com, you’ll
      get instant access to ten free videos about how to use social media to build
      your community, profits and positive impact.

      Independent Reviews of ‘We First':
      [5]http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      -first/#review
      Links:
      5. http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we-first/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email#review

      -Kirkus Reviews
      http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Publisher’s Weekly
      http://www.inc.com/magazine/201106/book-review-we-first.html?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Inc Magazine

      What is We First?

      We First is a way of looking at the world. It asserts that we now live in an
      intimately connected, mutually dependent, global community. It recognizes
      that selfish Me First thinking hurts business, people we care about,
      millions of strangers and the planet. It embraces the seismic impact of
      digital and social technology that is transforming our professional and
      personal lives. It accepts the challenge of millions of consumers who want
      brands to be a force for change in return for their loyalty, goodwill and
      purchases. It believes that this unprecedented collision of global needs and
      personal wants, of human emotion and social technology, of powerful brands
      and newly empowered consumers has the potential to transform our world.

      Ten Core ‘We First’ Beliefs
      1. An inter-dependent, global community requires an expanded definition of
      self-interest.
      2. The future of profit is purpose.
      3. Technology is teaching us to be human again.
      4. Consumers want a better world, not just better widgets.
      5. Brands must become architects of community.
      6. Brands must become day traders in social emotion.
      7. The evolution of revolution is contribution.
      8. We cannot separate living and giving if we hope to build a better world.
      9. Life’s necessities must generate the necessities for life.
      10. Prosperity is not the wealth of a few but the well-being of many.

      TEDxSF: Watch Simon Mainwaring TEDx talk from this weekend

      In his talk, ‘From Me First to We First Living’, Simon explores how we
      change the way we think and behave using social media to build better
      businesses and a better world.
      http://tedxsf.org/2011/04/events-page-simon-mainwaring/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      Recent Articles in Mashable and AdAge

      The 7-Stage Evolution of a Socially Responsible Consumer
      http://mashable.com/2011/04/22/csr-company-stages/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      How Digital Tech Can Help You Become a More Socially Responsible Consumer
      http://mashable.com/2011/05/20/socially-responsible-consumer/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      From ‘Me First’ to ‘We First': Five Tips for Social-Media Marketing
      http://adage.com/article/cmo-strategy/tips-social-media-marketing/227857?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      /

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for Fast Company.

      Did someone forward this to you?
      [12]Subscribe here.
      Links:
      12. http://wefirstbranding.us2.list-manage.com/subscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e

      Don’t want to receive these emails anymore? Bummer, but you can
      [13]unsubscribe instantly.
      [14]Become a fan on Facebook | [15]Follow We First on Twitter | [16]Connect
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      [17]Subscribe | [18]Unsubscribe | [19]Privacy Policy | [20]Forward this
      email
      Copyright © 2011 We First
      Links:
      13. http://wefirstbranding.us2.list-manage.com/unsubscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=52a3b58bbc&c=952bfa7746
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      16. http://www.linkedin.com/groups/We-First-3717514?mostPopular=&gid=3717514&utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
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    8. Having trouble viewing this email? Try it [1]in your browser.
      Links:
      1. http://us2.campaign-archive2.com/?u=c2c11b3d1aa1cbebf73b8730a&id=952bfa7746&e=52a3b58bbc

      We First is here!

      Well, today is the day! After almost four years of work, my first book ‘We
      First’ is now available. I am so excited to share this with you and invite
      you to order a copy for yourself and your colleagues of friends. The book
      offers you enormous value in the following areas:

      How does a business use social media to build its profits and brand
      community.

      How do regular people use what they buy and social media to have a positive
      impact on our world.

      How does the business work with its customers to great a new pillar of
      social change that can build a better world.

      My hope is that We First will enrich your business and personal life. Our
      world desperately needs new ideas that can improve the lives of others and
      ourselves. Thank you so much for your support and for sharing the message.

      Watch the brand new We First Launch Film: ‘We-defining Me’
      http://www.vimeo.com/24580586?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      A ‘We First Special’ Offer

      Visit http://wefirstbook.com?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email now and order your copy! You’ll instantly
      receive:

      A free We First white paper on the ‘7 Keys to Brand Positioning in the
      Future.’

      A free podcast on ‘The Future of Ad Agencies.’

      A free podcast on ‘The 7 Stages to Becoming a Tech-savvy & Socially
      Responsible Consumer.’

      Plus 10% of the book price will be donated to ‘Girl Up, a campaign of the
      United Nations Foundation.’

      Also, when you enter your email address at http://wefirstbook.com, you’ll
      get instant access to ten free videos about how to use social media to build
      your community, profits and positive impact.

      Independent Reviews of ‘We First':
      [5]http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      -first/#review
      Links:
      5. http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we-first/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email#review

      -Kirkus Reviews
      http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Publisher’s Weekly
      http://www.inc.com/magazine/201106/book-review-we-first.html?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Inc Magazine

      What is We First?

      We First is a way of looking at the world. It asserts that we now live in an
      intimately connected, mutually dependent, global community. It recognizes
      that selfish Me First thinking hurts business, people we care about,
      millions of strangers and the planet. It embraces the seismic impact of
      digital and social technology that is transforming our professional and
      personal lives. It accepts the challenge of millions of consumers who want
      brands to be a force for change in return for their loyalty, goodwill and
      purchases. It believes that this unprecedented collision of global needs and
      personal wants, of human emotion and social technology, of powerful brands
      and newly empowered consumers has the potential to transform our world.

      Ten Core ‘We First’ Beliefs
      1. An inter-dependent, global community requires an expanded definition of
      self-interest.
      2. The future of profit is purpose.
      3. Technology is teaching us to be human again.
      4. Consumers want a better world, not just better widgets.
      5. Brands must become architects of community.
      6. Brands must become day traders in social emotion.
      7. The evolution of revolution is contribution.
      8. We cannot separate living and giving if we hope to build a better world.
      9. Life’s necessities must generate the necessities for life.
      10. Prosperity is not the wealth of a few but the well-being of many.

      TEDxSF: Watch Simon Mainwaring TEDx talk from this weekend

      In his talk, ‘From Me First to We First Living’, Simon explores how we
      change the way we think and behave using social media to build better
      businesses and a better world.
      http://tedxsf.org/2011/04/events-page-simon-mainwaring/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      Recent Articles in Mashable and AdAge

      The 7-Stage Evolution of a Socially Responsible Consumer
      http://mashable.com/2011/04/22/csr-company-stages/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      How Digital Tech Can Help You Become a More Socially Responsible Consumer
      http://mashable.com/2011/05/20/socially-responsible-consumer/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      From ‘Me First’ to ‘We First': Five Tips for Social-Media Marketing
      http://adage.com/article/cmo-strategy/tips-social-media-marketing/227857?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      /

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for Fast Company.

      Did someone forward this to you?
      [12]Subscribe here.
      Links:
      12. http://wefirstbranding.us2.list-manage.com/subscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e

      Don’t want to receive these emails anymore? Bummer, but you can
      [13]unsubscribe instantly.
      [14]Become a fan on Facebook | [15]Follow We First on Twitter | [16]Connect
      with We First on Linked In
      [17]Subscribe | [18]Unsubscribe | [19]Privacy Policy | [20]Forward this
      email
      Copyright © 2011 We First
      Links:
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    9. Hi everyone!

      It’s the last day of the launch week for We First, and we really need your support today, because with a little help, we’re hoping to reach the bestseller lists next week. So, if you haven’t already, please order your copy of We First today by clicking this Amazon link: http://amzn.to/mMKMK8.

      If you have ordered a copy, THANKS! We’d love for you to please share this link with your friends and communities.

      There are many benefits to buying this book today:
      1. If you’re part of a company, you will learn how to use social technology to drive profits.
      2. If you’re a concerned consumer, you will learn how to use social media to have a positive impact.
      3. And, everyone will learn how to use social media to build a world we want to live in.

      Order today, and you will receive 3 additional FREE GIFTS on the future of branding, advertising and socially responsible shopping.

      We can’t thank you enough for your support, it means a lot.

      ==============================================
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    10. Hi Everyone!

      I can’t believe this is the last day of the launch week for We First. I started working on the book 4 years ago, and I’ve been really encouraged by the response of companies about the greater role they can now play in scaling positive change. I wanted to ask your help one last time on this last day of the launch week of the book. 

      My hope is to make this conversation one of the most important issues for business today. That’s why I would so appreciate if you order a copy or even better yet copies of We First today. This way, the sales can contribute to the best seller lists that will then keep this conversation top of mind with an even broader audience. 

      So, thanks for your support this week, thanks for your patience on all of our emails and thanks for helping us over this final hurdle by ordering your copy today. Here’s the link: http://amzn.to/mMKMK8.  And remember, 10% of all proceeds from the purchases of We First will be donated to ‘Girl up,’ a campaign of the United Nations Foundation.

      We so appreciate your support, it means a lot. 

      – Simon Mainwaring

      ==============================================
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      We First Hits the Bestseller Lists

      I wanted to thank everyone for their support in the launch of We First. We
      are so excited that the message is resonating and that it is contributing to
      the conversation that is changing the role of brands and the private sector.
      Here’s how We First fared on the bestseller lists:

      #4 on the New York Times Advice/How To bestseller list

      #5 on the New York Time Hardcover Business bestseller list

      #2 on the Wall Street Journal Business bestseller list

      #4 on the USA Today bestseller list
      …as well as being a #1 bestseller on Amazon and Barnes and Noble.

      Finally, last week, Amazon named We First as one of the Top Ten Business
      Books of 2011 so far.

      This would not have been possible without all your support and from everyone
      here at We First, a huge thank you.

      _We First on Non-profits:_ One of the themes that We First explores is how
      non-profits can become more effective marketers to help further the
      important work they do. Here are a few thoughts on some of the challenges
      that non-profits face.

      Understandably, social media has been hailed by many non-profits as a
      critical tool to help them fund-raise and do their valuable work more
      effectively. Success stories like fund-raising for victims of the Haiti
      earthquake and Japanese tsunami victims are proof of the ease with which
      non-profits can now make people aware of a crisis and allow them to
      contribute to the urgent needs of others. But there can also be a downside,
      one that non-profits must be aware of if they hope to leverage social media
      to their advantage.

      The ability of a non-profit to use social media to build a dialogue with its
      community forces it to define itself in ways that often weren’t necessary
      before. The fact that non-profits can now market to consumers in ways
      normally reserved for for-profit brands means that they must become more
      effective marketers. These new expectations include the following:

      _1. SELF DEFINITION:_ All non-profits do incredibly meaningful work but to
      be most effective as marketers they need to define themselves within the
      cause category that they work in. There needs to be a unique point of view
      on the cause itself so that one non-profit can distinguish itself from
      others working in the same cause category.

      _2. ENGAGEMENT:_ One of the great challenges for non-profits is the constant
      need to fund-raise. Yet with staffing and resources spread often spread so
      thin, it’s difficult to have enough employees to engage with your community
      on an real-time basis as well as do the meaningful work that’s required in
      the field. Yet this is necessary if a non-profit hopes to sustain an active
      and engaged online community.

      _3. REPOSITIONING:_ Non-profits benefit greatly from partnerships with
      for-profit companies, but for that to happen non-profits must to be able to
      make their case as to the value of the partnership to the for-profit brand.
      Too often, non-profits pitch themselves on the basis of the cause that they
      are supporting alone. But as with any pitch situation, the offering must be
      framed in terms of the needs of your potential client – in this case the
      for-profit brand.

      _4. CREATIVITY:_ Donor fatigue is an enormous challenge for non-profits at
      any time, especially after a series of natural disasters as we just saw with
      Haiti, Pakistan, and Japan. While social media gives non-profits the ability
      to engage with their community more easily, they must become more creative
      in their strategies and messaging to sustain their interest and support
      through a series of natural disasters.

      _5. TECHNOLOGY:_ It’s hard enough for a for-profit company to keep pace with
      the marketplace with all the resources that it possesses. It’s even more
      difficult for a non-profit with its limited resources. Yet the non-profit
      world must become increasingly tech-savvy so that they know how their
      donor-base is relating with each other and what tools are most appropriate
      to help them reach their goals.

      The challenges that social media presents to non-profits are as daunting as
      they are for for-profit companies. The ability to connect with people so
      easily brings with it the expectation of constant engagement and sustained
      results. As such, it’s critical for non-profits to add to their skill sets
      and become effective storytellers fascinated with emerging technologies. We
      First was written to help non-profits do this by laying out a step-by-step
      action plan for how brands use social media to build their communities,
      drive their fund-raising, and help build a better world.

      _Featured reviews of We First:_
      [2]Social Media Drives Social Change and the We First Community
      Links:
      2.

      By Melissa Rowley
      [3]Book: We First: How Brands & Consumers Use Social Media To Build A Better
      World
      Links:
      3. http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=d32cacc983-We_First_Newsletter_July_15_20117_15_2011&utm_medium=email

      By Beth Kanter

      _Featured guest posts:_
      [4]Four reasons we must re-engineer market capitalism [5]10 actions
      consumers can take to reinvent capitalism
      Links:
      4.
      5. http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=d32cacc983-We_First_Newsletter_July_15_20117_15_2011&utm_medium=email

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      [6]Twitter4 [7]facebook [8]Linked in [9]YOU TUBE
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for _Fast Company_.
      Links:
      6. http://twitter.com/simonmainwaring?utm_source=We+First+Newsletter&utm_campaign=d32cacc983-We_First_Newsletter_July_15_20117_15_2011&utm_medium=email
      7. http://www.facebook.com/wefirst?utm_source=We+First+Newsletter&utm_campaign=d32cacc983-We_First_Newsletter_July_15_20117_15_2011&utm_medium=email
      8. http://www.linkedin.com/groups/We-First-3717514?mostPopular=&gid=3717514&utm_source=We+First+Newsletter&utm_campaign=d32cacc983-We_First_Newsletter_July_15_20117_15_2011&utm_medium=email
      9. http://www.youtube.com/WeFirstTV?utm_source=We+First+Newsletter&utm_campaign=d32cacc983-We_First_Newsletter_July_15_20117_15_2011&utm_medium=email

      Did someone forward this to you?
      [10]Subscribe here.
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      Don’t want to receive these emails anymore? Bummer, but you can
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      We First Hits the Bestseller Lists

      I wanted to thank everyone for their support in the launch of We First. We are so excited that the message is resonating and that it is contributing to the conversation that is changing the role of brands and the private sector. Here’s how We First fared on the bestseller lists:

      #4 on the New York Times Advice/How To bestseller list

      #5 on the New York Time Hardcover Business bestseller list

      #2 on the Wall Street Journal Business bestseller list

      #4 on the USA Today bestseller list
      …as well as being a #1 bestseller on Amazon and Barnes and Noble.

      Finally, last week, Amazon named We First as one of the Top Ten Business Books of 2011 so far.

      This would not have been possible without all your support and from everyone
      here at We First, a huge thank you.

      _We First on Non-profits:_ One of the themes that We First explores is how
      non-profits can become more effective marketers to help further the
      important work they do. Here are a few thoughts on some of the challenges
      that non-profits face.

      Understandably, social media has been hailed by many non-profits as a
      critical tool to help them fund-raise and do their valuable work more
      effectively. Success stories like fund-raising for victims of the Haiti
      earthquake and Japanese tsunami victims are proof of the ease with which
      non-profits can now make people aware of a crisis and allow them to
      contribute to the urgent needs of others. But there can also be a downside,
      one that non-profits must be aware of if they hope to leverage social media
      to their advantage.

      The ability of a non-profit to use social media to build a dialogue with its
      community forces it to define itself in ways that often weren’t necessary
      before. The fact that non-profits can now market to consumers in ways
      normally reserved for for-profit brands means that they must become more
      effective marketers. These new expectations include the following:

      _1. SELF DEFINITION:_ All non-profits do incredibly meaningful work but to
      be most effective as marketers they need to define themselves within the
      cause category that they work in. There needs to be a unique point of view
      on the cause itself so that one non-profit can distinguish itself from
      others working in the same cause category.

      _2. ENGAGEMENT:_ One of the great challenges for non-profits is the constant
      need to fund-raise. Yet with staffing and resources spread often spread so
      thin, it’s difficult to have enough employees to engage with your community
      on an real-time basis as well as do the meaningful work that’s required in
      the field. Yet this is necessary if a non-profit hopes to sustain an active
      and engaged online community.

      _3. REPOSITIONING:_ Non-profits benefit greatly from partnerships with
      for-profit companies, but for that to happen non-profits must to be able to
      make their case as to the value of the partnership to the for-profit brand.
      Too often, non-profits pitch themselves on the basis of the cause that they
      are supporting alone. But as with any pitch situation, the offering must be
      framed in terms of the needs of your potential client – in this case the
      for-profit brand.

      _4. CREATIVITY:_ Donor fatigue is an enormous challenge for non-profits at
      any time, especially after a series of natural disasters as we just saw with
      Haiti, Pakistan, and Japan. While social media gives non-profits the ability
      to engage with their community more easily, they must become more creative
      in their strategies and messaging to sustain their interest and support
      through a series of natural disasters.

      _5. TECHNOLOGY:_ It’s hard enough for a for-profit company to keep pace with
      the marketplace with all the resources that it possesses. It’s even more
      difficult for a non-profit with its limited resources. Yet the non-profit
      world must become increasingly tech-savvy so that they know how their
      donor-base is relating with each other and what tools are most appropriate
      to help them reach their goals.

      The challenges that social media presents to non-profits are as daunting as
      they are for for-profit companies. The ability to connect with people so
      easily brings with it the expectation of constant engagement and sustained
      results. As such, it’s critical for non-profits to add to their skill sets
      and become effective storytellers fascinated with emerging technologies. We
      First was written to help non-profits do this by laying out a step-by-step
      action plan for how brands use social media to build their communities,
      drive their fund-raising, and help build a better world.

      _Featured reviews of We First:_
      [2]Social Media Drives Social Change and the We First Community
      Links:
      2.

      By Melissa Rowley
      [3]Book: We First: How Brands & Consumers Use Social Media To Build A Better
      World
      Links:
      3. http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=dda31996e4-We_First_Newsletter_August_15_20117_15_2011&utm_medium=email

      By Beth Kanter

      _Featured guest posts:_
      [4]Four reasons we must re-engineer market capitalism [5]10 actions
      consumers can take to reinvent capitalism
      Links:
      4.
      5. http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=dda31996e4-We_First_Newsletter_August_15_20117_15_2011&utm_medium=email

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      [6]Twitter4 [7]facebook [8]Linked in [9]YOU TUBE
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for _Fast Company_.
      Links:
      6. http://twitter.com/simonmainwaring?utm_source=We+First+Newsletter&utm_campaign=dda31996e4-We_First_Newsletter_August_15_20117_15_2011&utm_medium=email
      7. http://www.facebook.com/wefirst?utm_source=We+First+Newsletter&utm_campaign=dda31996e4-We_First_Newsletter_August_15_20117_15_2011&utm_medium=email
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      9. http://www.youtube.com/WeFirstTV?utm_source=We+First+Newsletter&utm_campaign=dda31996e4-We_First_Newsletter_August_15_20117_15_2011&utm_medium=email

      Did someone forward this to you?
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    13. =======================================
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      Hi,

      The following person invited you to be their friend on Facebook:

      Simon Mainwaring (Invite sent: May 11, 2011)

      Facebook is a great place to keep in touch with friends, post photos, videos and create events. But first you need to join! Sign up today to create a profile and connect with the people you know.
      Thanks,
      The Facebook Team

      To sign up for Facebook, follow the link below: http://www.facebook.com/r.php?re=ff484667d7dbce9ddec4c6f07bb68b6c&mid=4feba76G5af39f3ccf33G0G46
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      Hi,

      The following person invited you to be their friend on Facebook:

      Simon Mainwaring (Invite sent: May 11, 2011)

      Facebook is a great place to keep in touch with friends, post photos, videos and create events. But first you need to join! Sign up today to create a profile and connect with the people you know.
      Thanks,
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  2. Robert Weeks says:

    I agree that recycling TOMS’ fundamental idea is fair game but that Skechers’ approach is all wrong. Their treatment veers from imitation into pastiche to create an off-putting feeling best described as uncanny. The BOBS experiment proves that there is an art and nuance to effectively recycling ideas.

    1. Thanks, Robert and totally agree. Consumers respect authenticity and
      creativity and the BOBS campaign lacked both. Best, Simon

    2. Welcome to We First! When you consider Wikileaks, protests in Egypt, the
      Pepsi Refresh Project, and the online outcry against the BP oil spill in the
      Gulf of Mexico, it’s easy to see how influential social technology is
      becoming in our political, business, social and personal lives.

      The We First site will feature:
      • The latest social technologies across mobile, social, and gaming
      platforms.
      • Creative uses of social media by business, non-profits and government.
      • Fresh strategies for how companies use social media to build brand
      communities, profits and positive impact.
      • Step-by-step plans for how to use emerging technologies to maximize your
      return on investment.

      So click NOW and check out our new We First Website!
      [2]www.wefirstbranding.com
      Links:
      2. http://wefirstbranding.us2.list-manage.com/track/click?u=c2c11b3d1aa1cbebf73b8730a&id=66db3054e0&e=1cd45d6c0e

      You can also PRE-ORDER copies of We First at [3]www.wefirstbook.com for
      yourself and others interested in this message. It explains how brands and
      consumers use social media to build communities, profits and a better world.
      Links:
      3. http://wefirstbranding.us2.list-manage.com/track/click?u=c2c11b3d1aa1cbebf73b8730a&id=70e5cc05ac&e=1cd45d6c0e

      Thanks in advance for joining the We First community and we look forward to
      collaborating.

      In friendship,

      [4]Simon Mainwaring
      Founder/CEO We First
      Links:
      4. http://wefirstbranding.us2.list-manage.com/track/click?u=c2c11b3d1aa1cbebf73b8730a&id=15c26e6fae&e=1cd45d6c0e

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.

      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for Fast Company.

      What people are saying about We First “In the most important business book
      since Freakonomics, Simon Mainwaring’s transformational opus illustrates
      that doing good and doing well go hand-in-hand for 21st century
      corporations. A groundbreaking approach to marketing, We First teaches
      brands how to tap into a world of 600 million friends and billions of daily
      personal news feeds by making an impact one person at a time.” _Jay Samit_
      Former EVP Sony Corporation of America

      “Few understand the power of brands and consumers better than Simon
      Mainwaring. In We First he presents a truly compelling vision of how to
      transform that power to the benefit of society and the good of
      capitalism.” Jeff Jarvis
      Author of What Would Google Do?

      “We First is a critical resource for corporate leaders and will inspire
      consumers, individually and collectively, to recognize their inherent
      strength. It is an invaluable blueprint for building this new societal
      structure we so urgently need.” Philip Seib Professor & Director, Center
      on Public Diplomacy,
      USC Annenberg School

      “We First is as prescient as it is visionary – a must read for marketers and
      consumers intent on creating a prosperous future for all.” Rishad
      Tobaccowala
      Chief Strategy & Innovation Officer for VivaKi, Publicis Groupe

      “Mainwaring is an inspiring leader that truly understands the dynamics in
      play in the new world of business, online consumer behavior, and how they
      can collaborate to rethink and rework paths to true global renewal.” _Brian
      Solis Author of _Engage
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      Copyright © 2011 We First
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      We First book launch

      Hello!
      Simon here. I hope all is well. I’m really excited this month because, after
      three years of work, the launch of the We First book is only four weeks
      away. So I wanted to explain a little about why I wrote We First and its
      purpose.

      We First is not an idea anyone can own. It exists in the collective and is
      merely there to serve as a platform on which to celebrate all those people
      who are making an effort to serve the interests of others as well as
      themselves. These include brands doing CSR initiatives or cause marketing,
      non-profits and foundations, social entrepreneurs, government and NGO
      efforts, and every regular person that is consciously thinking about the
      social impact of what they buy or sell every day.

      My hope with the book is that we can all work together to shift the
      conversation in the private sector about the responsibility that we all have
      to contribute to building a better world. Obviously, launching a book is a
      community effort and I’ll be looking for your help in the next month to
      amplify the We First message so we can convert this conversation into
      substantive change.

      It’s my firm belief that if we make enough noise we’ll look back in five
      years time and see a dramatic change in the way companies and customers work
      together to scale positive social change.

      I invite you to preorder your copy of [2]We First now at wefirstbook.com.
      Here are a few things that you will get out of it.
      Links:
      2. http://www.wefirstbook.com?utm_source=We+First+Newsletter&utm_campaign=76f4f7ad1e-We_First_Newsletter_May_06_2011&utm_medium=email

      • How to shift our thinking and behavior to better serve the interests of
      others and ourselves.
      • How brands and customers work together to have a positive impact through
      the things we buy every day.
      • How companies can make money from social media by building communities
      that drive profits.
      • How customers can think and act in ways that is both good for them and the
      planet.
      • How companies and customers integrate purpose into profit to create change
      that is sustainable.
      • How we reengineer the way we do business to leave a better world for our
      kids.

      As you can see, We First is perfect for you, your boss or colleague,
      marketing specialists, a graduating student, a mom and anyone who
      contributes or works with causes and non-profits. I so appreciate your help
      in sharing the message. Together we can improve the lives of millions of
      others and our own.

      We First book tour and Broadcastr

      Over the next few weeks I’ll be traveling a lot talking about the We First
      message. One of the ways I’ll stay in touch is by using Broadcastr, a great
      new app that lets you geo-tag audio about what you’re up to and then share
      it across social networks. The app also lets you take a walk around while
      stories about your surroundings stream into your headphones automatically
      based on your GPS location. So it makes social media hyper local. Look out
      for these tweets and check out Broadcastr for yourself as it’s a great tool
      for brands and regular people to enjoy. Here’s where you can download the
      app for free and a link to listen to my book tour updates:

      Download the free app for iPhone here:
      http://itunes.apple.com/us/app/broadcastr/id423169367?mt=8&ls=1&utm_source=We+First+Newsletter&utm_campaign=76f4f7ad1e-We_First_Newsletter_May_06_2011&utm_medium=email
      And for Android here:
      [4]https://market.android.com/details?id=com.electricliterature.broadcastr&f&utm_source=We+First+Newsletter&utm_campaign=76f4f7ad1e-We_First_Newsletter_May_06_2011&utm_medium=email
      eature=search_result
      Or visit this link to hear Simon’s updates on the Web:
      http://beta.broadcastr.com/Echo.html?author=SimonMainwaring&utm_source=We+First+Newsletter&utm_campaign=76f4f7ad1e-We_First_Newsletter_May_06_2011&utm_medium=email
      Links:
      4. https://market.android.com/details?id=com.electricliterature.broadcastr&feature=search_result&utm_source=We+First+Newsletter&utm_campaign=76f4f7ad1e-We_First_Newsletter_May_06_2011&utm_medium=email

      Using social media to build your brand

      Social media allows you and your community to work together to help build
      your brand, increase your profits, and have a positive impact in the world.
      But this can only be done if you build a genuine relationship with your
      community through authentic and consistent engagement. With that in mind,
      let’s look at a few insider tips specific to two popular platforms, Facebook
      and Twitter.

      _Top five Don’ts for Facebook:_
      1. Don’t participate if you do not intend to invest time and energy into
      long-term relationships with your fans.
      2. Don’t participate if you are not willing or capable of moderating the
      conversations you start on a daily basis.
      3. Don’t measure success by the number of fans or followers you have, but
      rather, how deeply they are engaged.
      4. Don’t treat social media like direct mail where you simply talk about
      yourself tirelessly in shorter sound bites.
      5. When you make a mistake, don’t get defensive or self-righteous, but
      rather, accept responsibility, apologize and do what you can to make up for
      it.

      _Top 5 Dos for Facebook_
      1. Do bring consistent creativity to your Facebook ‘Like’ page to inspire
      engagement.
      2. Do respond to negative comments in order to turn a brand critic into a
      brand advocate.
      3. Do recognize your brand loyalists and reach out to them to build them
      into brand ambassadors.
      4. Do keep up to date with the latest applications and plug-ins that add new
      dimension to your ‘Like’ page.
      5. Do recognize that your are effectively bidding for people’s attention in
      an overcrowded marketplace and that their time deserves to be rewarded.

      _Top 5 Don’ts for Twitter_
      1. Don’t buy followers. It’s a waste of time and money.
      2. Don’t spam your audience with constant messages about yourself.
      3. Don’t forget to bring some humor and wit to your communications so that
      people want to read what you share.
      4. Don’t forget to retweet what your followers share.
      5. Don’t forget to be interesting. You must demonstrate your passion for
      your topic.

      _Top 5 Do’s for Twitter_
      1. Do engage with a follower when they reach out to you with a question or
      information.
      2. Do post between eight and ten times a day and spend the rest of your time
      on engagement.
      3. Do share photos, video links and text messages to inspire interest.
      4. Do stay consistently engaged to avoid community attrition.
      5. Do monitor your tone carefully, because it only takes 140 characters to
      undo all your good work.

      Overarching all these pointers is a necessity for your brand to be clearly
      defined, to know its core values, and to demonstrate those consistently.
      Social media tools are not an end in themselves, but rather another way to
      connect with people emotionally to generate word of mouth advertising. If
      your brand is clearly defined and your core values consistently on display,
      your community will reward your engagement by promoting your brand for you.

      Thanks for being a part of the We First community and I hope you enjoyed the
      newsletter. Look out for a big announcement in next month’s issue!

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for _Fast Company_.

      Did someone forward this to you?
      [6]Subscribe here.
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      Don’t want to receive these emails anymore? Bummer, but you can
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      email
      Copyright © 2011 We First
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    4. Hi,

      We First is inviting you to join Facebook.

      Once you join, you’ll be able to connect with the We First Page, along with people you care about and other things that interest you.

      Thanks,
      We First

      To sign up for Facebook, follow the link below:
      http://www.facebook.com/p.php?i=1387617722&k=Z3M266P3W3TF6BD1SAXYS3TWTUIB34ZEWPDSB&r&oid=152799671435098

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      Facebook, Inc. P.O. Box 10005, Palo Alto, CA 94303

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      We First is here!

      Well, today is the day! After almost four years of work, my first book ‘We
      First’ is now available. I am so excited to share this with you and invite
      you to order a copy for yourself and your colleagues of friends. The book
      offers you enormous value in the following areas:

      How does a business use social media to build its profits and brand
      community.

      How do regular people use what they buy and social media to have a positive
      impact on our world.

      How does the business work with its customers to great a new pillar of
      social change that can build a better world.

      My hope is that We First will enrich your business and personal life. Our
      world desperately needs new ideas that can improve the lives of others and
      ourselves. Thank you so much for your support and for sharing the message.

      Watch the brand new We First Launch Film: ‘We-defining Me’
      http://www.vimeo.com/24580586?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      A ‘We First Special’ Offer

      Visit http://wefirstbook.com?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email now and order your copy! You’ll instantly
      receive:

      A free We First white paper on the ‘7 Keys to Brand Positioning in the
      Future.’

      A free podcast on ‘The Future of Ad Agencies.’

      A free podcast on ‘The 7 Stages to Becoming a Tech-savvy & Socially
      Responsible Consumer.’

      Plus 10% of the book price will be donated to ‘Girl Up, a campaign of the
      United Nations Foundation.’

      Also, when you enter your email address at http://wefirstbook.com, you’ll
      get instant access to ten free videos about how to use social media to build
      your community, profits and positive impact.

      Independent Reviews of ‘We First':
      [5]http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      -first/#review
      Links:
      5. http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we-first/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email#review

      -Kirkus Reviews
      http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Publisher’s Weekly
      http://www.inc.com/magazine/201106/book-review-we-first.html?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Inc Magazine

      What is We First?

      We First is a way of looking at the world. It asserts that we now live in an
      intimately connected, mutually dependent, global community. It recognizes
      that selfish Me First thinking hurts business, people we care about,
      millions of strangers and the planet. It embraces the seismic impact of
      digital and social technology that is transforming our professional and
      personal lives. It accepts the challenge of millions of consumers who want
      brands to be a force for change in return for their loyalty, goodwill and
      purchases. It believes that this unprecedented collision of global needs and
      personal wants, of human emotion and social technology, of powerful brands
      and newly empowered consumers has the potential to transform our world.

      Ten Core ‘We First’ Beliefs
      1. An inter-dependent, global community requires an expanded definition of
      self-interest.
      2. The future of profit is purpose.
      3. Technology is teaching us to be human again.
      4. Consumers want a better world, not just better widgets.
      5. Brands must become architects of community.
      6. Brands must become day traders in social emotion.
      7. The evolution of revolution is contribution.
      8. We cannot separate living and giving if we hope to build a better world.
      9. Life’s necessities must generate the necessities for life.
      10. Prosperity is not the wealth of a few but the well-being of many.

      TEDxSF: Watch Simon Mainwaring TEDx talk from this weekend

      In his talk, ‘From Me First to We First Living’, Simon explores how we
      change the way we think and behave using social media to build better
      businesses and a better world.
      http://tedxsf.org/2011/04/events-page-simon-mainwaring/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      Recent Articles in Mashable and AdAge

      The 7-Stage Evolution of a Socially Responsible Consumer
      http://mashable.com/2011/04/22/csr-company-stages/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      How Digital Tech Can Help You Become a More Socially Responsible Consumer
      http://mashable.com/2011/05/20/socially-responsible-consumer/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      From ‘Me First’ to ‘We First': Five Tips for Social-Media Marketing
      http://adage.com/article/cmo-strategy/tips-social-media-marketing/227857?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      /

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for Fast Company.

      Did someone forward this to you?
      [12]Subscribe here.
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      email
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    6. Hi everyone!

      It’s the last day of the launch week for We First, and we really need your support today, because with a little help, we’re hoping to reach the bestseller lists next week. So, if you haven’t already, please order your copy of We First today by clicking this Amazon link: http://amzn.to/mMKMK8.

      If you have ordered a copy, THANKS! We’d love for you to please share this link with your friends and communities.

      There are many benefits to buying this book today:
      1. If you’re part of a company, you will learn how to use social technology to drive profits.
      2. If you’re a concerned consumer, you will learn how to use social media to have a positive impact.
      3. And, everyone will learn how to use social media to build a world we want to live in.

      Order today, and you will receive 3 additional FREE GIFTS on the future of branding, advertising and socially responsible shopping.

      We can’t thank you enough for your support, it means a lot.

      ==============================================
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    7. Hi Everyone!

      I can’t believe this is the last day of the launch week for We First. I started working on the book 4 years ago, and I’ve been really encouraged by the response of companies about the greater role they can now play in scaling positive change. I wanted to ask your help one last time on this last day of the launch week of the book. 

      My hope is to make this conversation one of the most important issues for business today. That’s why I would so appreciate if you order a copy or even better yet copies of We First today. This way, the sales can contribute to the best seller lists that will then keep this conversation top of mind with an even broader audience. 

      So, thanks for your support this week, thanks for your patience on all of our emails and thanks for helping us over this final hurdle by ordering your copy today. Here’s the link: http://amzn.to/mMKMK8.  And remember, 10% of all proceeds from the purchases of We First will be donated to ‘Girl up,’ a campaign of the United Nations Foundation.

      We so appreciate your support, it means a lot. 

      – Simon Mainwaring

      ==============================================
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      We First Hits the Bestseller Lists

      I wanted to thank everyone for their support in the launch of We First. We
      are so excited that the message is resonating and that it is contributing to
      the conversation that is changing the role of brands and the private sector.
      Here’s how We First fared on the bestseller lists:

      #4 on the New York Times Advice/How To bestseller list

      #5 on the New York Time Hardcover Business bestseller list

      #2 on the Wall Street Journal Business bestseller list

      #4 on the USA Today bestseller list
      …as well as being a #1 bestseller on Amazon and Barnes and Noble.

      Finally, last week, Amazon named We First as one of the Top Ten Business
      Books of 2011 so far.

      This would not have been possible without all your support and from everyone
      here at We First, a huge thank you.

      _We First on Non-profits:_ One of the themes that We First explores is how
      non-profits can become more effective marketers to help further the
      important work they do. Here are a few thoughts on some of the challenges
      that non-profits face.

      Understandably, social media has been hailed by many non-profits as a
      critical tool to help them fund-raise and do their valuable work more
      effectively. Success stories like fund-raising for victims of the Haiti
      earthquake and Japanese tsunami victims are proof of the ease with which
      non-profits can now make people aware of a crisis and allow them to
      contribute to the urgent needs of others. But there can also be a downside,
      one that non-profits must be aware of if they hope to leverage social media
      to their advantage.

      The ability of a non-profit to use social media to build a dialogue with its
      community forces it to define itself in ways that often weren’t necessary
      before. The fact that non-profits can now market to consumers in ways
      normally reserved for for-profit brands means that they must become more
      effective marketers. These new expectations include the following:

      _1. SELF DEFINITION:_ All non-profits do incredibly meaningful work but to
      be most effective as marketers they need to define themselves within the
      cause category that they work in. There needs to be a unique point of view
      on the cause itself so that one non-profit can distinguish itself from
      others working in the same cause category.

      _2. ENGAGEMENT:_ One of the great challenges for non-profits is the constant
      need to fund-raise. Yet with staffing and resources spread often spread so
      thin, it’s difficult to have enough employees to engage with your community
      on an real-time basis as well as do the meaningful work that’s required in
      the field. Yet this is necessary if a non-profit hopes to sustain an active
      and engaged online community.

      _3. REPOSITIONING:_ Non-profits benefit greatly from partnerships with
      for-profit companies, but for that to happen non-profits must to be able to
      make their case as to the value of the partnership to the for-profit brand.
      Too often, non-profits pitch themselves on the basis of the cause that they
      are supporting alone. But as with any pitch situation, the offering must be
      framed in terms of the needs of your potential client – in this case the
      for-profit brand.

      _4. CREATIVITY:_ Donor fatigue is an enormous challenge for non-profits at
      any time, especially after a series of natural disasters as we just saw with
      Haiti, Pakistan, and Japan. While social media gives non-profits the ability
      to engage with their community more easily, they must become more creative
      in their strategies and messaging to sustain their interest and support
      through a series of natural disasters.

      _5. TECHNOLOGY:_ It’s hard enough for a for-profit company to keep pace with
      the marketplace with all the resources that it possesses. It’s even more
      difficult for a non-profit with its limited resources. Yet the non-profit
      world must become increasingly tech-savvy so that they know how their
      donor-base is relating with each other and what tools are most appropriate
      to help them reach their goals.

      The challenges that social media presents to non-profits are as daunting as
      they are for for-profit companies. The ability to connect with people so
      easily brings with it the expectation of constant engagement and sustained
      results. As such, it’s critical for non-profits to add to their skill sets
      and become effective storytellers fascinated with emerging technologies. We
      First was written to help non-profits do this by laying out a step-by-step
      action plan for how brands use social media to build their communities,
      drive their fund-raising, and help build a better world.

      _Featured reviews of We First:_
      [2]Social Media Drives Social Change and the We First Community
      Links:
      2.

      By Melissa Rowley
      [3]Book: We First: How Brands & Consumers Use Social Media To Build A Better
      World
      Links:
      3. http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=d32cacc983-We_First_Newsletter_July_15_20117_15_2011&utm_medium=email

      By Beth Kanter

      _Featured guest posts:_
      [4]Four reasons we must re-engineer market capitalism [5]10 actions
      consumers can take to reinvent capitalism
      Links:
      4.
      5. http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=d32cacc983-We_First_Newsletter_July_15_20117_15_2011&utm_medium=email

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      [6]Twitter4 [7]facebook [8]Linked in [9]YOU TUBE
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for _Fast Company_.
      Links:
      6. http://twitter.com/simonmainwaring?utm_source=We+First+Newsletter&utm_campaign=d32cacc983-We_First_Newsletter_July_15_20117_15_2011&utm_medium=email
      7. http://www.facebook.com/wefirst?utm_source=We+First+Newsletter&utm_campaign=d32cacc983-We_First_Newsletter_July_15_20117_15_2011&utm_medium=email
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      9. http://www.youtube.com/WeFirstTV?utm_source=We+First+Newsletter&utm_campaign=d32cacc983-We_First_Newsletter_July_15_20117_15_2011&utm_medium=email

      Did someone forward this to you?
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      We First Hits the Bestseller Lists

      I wanted to thank everyone for their support in the launch of We First. We are so excited that the message is resonating and that it is contributing to the conversation that is changing the role of brands and the private sector. Here’s how We First fared on the bestseller lists:

      #4 on the New York Times Advice/How To bestseller list

      #5 on the New York Time Hardcover Business bestseller list

      #2 on the Wall Street Journal Business bestseller list

      #4 on the USA Today bestseller list
      …as well as being a #1 bestseller on Amazon and Barnes and Noble.

      Finally, last week, Amazon named We First as one of the Top Ten Business Books of 2011 so far.

      This would not have been possible without all your support and from everyone
      here at We First, a huge thank you.

      _We First on Non-profits:_ One of the themes that We First explores is how
      non-profits can become more effective marketers to help further the
      important work they do. Here are a few thoughts on some of the challenges
      that non-profits face.

      Understandably, social media has been hailed by many non-profits as a
      critical tool to help them fund-raise and do their valuable work more
      effectively. Success stories like fund-raising for victims of the Haiti
      earthquake and Japanese tsunami victims are proof of the ease with which
      non-profits can now make people aware of a crisis and allow them to
      contribute to the urgent needs of others. But there can also be a downside,
      one that non-profits must be aware of if they hope to leverage social media
      to their advantage.

      The ability of a non-profit to use social media to build a dialogue with its
      community forces it to define itself in ways that often weren’t necessary
      before. The fact that non-profits can now market to consumers in ways
      normally reserved for for-profit brands means that they must become more
      effective marketers. These new expectations include the following:

      _1. SELF DEFINITION:_ All non-profits do incredibly meaningful work but to
      be most effective as marketers they need to define themselves within the
      cause category that they work in. There needs to be a unique point of view
      on the cause itself so that one non-profit can distinguish itself from
      others working in the same cause category.

      _2. ENGAGEMENT:_ One of the great challenges for non-profits is the constant
      need to fund-raise. Yet with staffing and resources spread often spread so
      thin, it’s difficult to have enough employees to engage with your community
      on an real-time basis as well as do the meaningful work that’s required in
      the field. Yet this is necessary if a non-profit hopes to sustain an active
      and engaged online community.

      _3. REPOSITIONING:_ Non-profits benefit greatly from partnerships with
      for-profit companies, but for that to happen non-profits must to be able to
      make their case as to the value of the partnership to the for-profit brand.
      Too often, non-profits pitch themselves on the basis of the cause that they
      are supporting alone. But as with any pitch situation, the offering must be
      framed in terms of the needs of your potential client – in this case the
      for-profit brand.

      _4. CREATIVITY:_ Donor fatigue is an enormous challenge for non-profits at
      any time, especially after a series of natural disasters as we just saw with
      Haiti, Pakistan, and Japan. While social media gives non-profits the ability
      to engage with their community more easily, they must become more creative
      in their strategies and messaging to sustain their interest and support
      through a series of natural disasters.

      _5. TECHNOLOGY:_ It’s hard enough for a for-profit company to keep pace with
      the marketplace with all the resources that it possesses. It’s even more
      difficult for a non-profit with its limited resources. Yet the non-profit
      world must become increasingly tech-savvy so that they know how their
      donor-base is relating with each other and what tools are most appropriate
      to help them reach their goals.

      The challenges that social media presents to non-profits are as daunting as
      they are for for-profit companies. The ability to connect with people so
      easily brings with it the expectation of constant engagement and sustained
      results. As such, it’s critical for non-profits to add to their skill sets
      and become effective storytellers fascinated with emerging technologies. We
      First was written to help non-profits do this by laying out a step-by-step
      action plan for how brands use social media to build their communities,
      drive their fund-raising, and help build a better world.

      _Featured reviews of We First:_
      [2]Social Media Drives Social Change and the We First Community
      Links:
      2.

      By Melissa Rowley
      [3]Book: We First: How Brands & Consumers Use Social Media To Build A Better
      World
      Links:
      3. http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=dda31996e4-We_First_Newsletter_August_15_20117_15_2011&utm_medium=email

      By Beth Kanter

      _Featured guest posts:_
      [4]Four reasons we must re-engineer market capitalism [5]10 actions
      consumers can take to reinvent capitalism
      Links:
      4.
      5. http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=dda31996e4-We_First_Newsletter_August_15_20117_15_2011&utm_medium=email

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      [6]Twitter4 [7]facebook [8]Linked in [9]YOU TUBE
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for _Fast Company_.
      Links:
      6. http://twitter.com/simonmainwaring?utm_source=We+First+Newsletter&utm_campaign=dda31996e4-We_First_Newsletter_August_15_20117_15_2011&utm_medium=email
      7. http://www.facebook.com/wefirst?utm_source=We+First+Newsletter&utm_campaign=dda31996e4-We_First_Newsletter_August_15_20117_15_2011&utm_medium=email
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  3. Avi Kaye says:

    Sorry to offer a different opinion :), but I’m not quite sure what the problem is. True, Sketchers went all out and copied the TOMS idea – but as you stated yourself, ‘Blake Mycoskie has stated that he hoped others would copy his business model’.
    Now, if Sketchers wouldn’t follow through with their promise, and didn’t donate any shoes at all, that would be a different kettle of fish. But such a reaction from people is surprising. It’s possible that Sketchers thought that such an obvious copy of the original campaign would be views as a sort of homage, not necessarily ‘ripping off’ TOMS. There’s no need to immediately call them cynical and self serving – they are going to sell shoes in any case. Now, they are also contributing, if just a little bit, to others.

    1. Thanks,Avi and I welcome a different opinion.
      Perhaps Skechers had an homage or genuine support of TOMS in mind.
      We’ll never know. But even if that was the case, I don’t think it’s
      ever smart for a brand to just carbon copy. Take the buiness model,
      give away shoes but do something, anything, to make it your own.
      Perhaps the problem is that Skechers doesn’t know who it is itself,
      and therefore we have no way of knowing if this campaign was in
      alignment with that. Ultimately the real issue is whether Skchers
      knows who it is, not whether they copied TOMS. Thx for the great
      feedback.

    2. Welcome to We First! When you consider Wikileaks, protests in Egypt, the
      Pepsi Refresh Project, and the online outcry against the BP oil spill in the
      Gulf of Mexico, it’s easy to see how influential social technology is
      becoming in our political, business, social and personal lives.

      The We First site will feature:
      • The latest social technologies across mobile, social, and gaming
      platforms.
      • Creative uses of social media by business, non-profits and government.
      • Fresh strategies for how companies use social media to build brand
      communities, profits and positive impact.
      • Step-by-step plans for how to use emerging technologies to maximize your
      return on investment.

      So click NOW and check out our new We First Website!
      [2]www.wefirstbranding.com
      Links:
      2. http://wefirstbranding.us2.list-manage.com/track/click?u=c2c11b3d1aa1cbebf73b8730a&id=66db3054e0&e=cdde52b78c

      You can also PRE-ORDER copies of We First at [3]www.wefirstbook.com for
      yourself and others interested in this message. It explains how brands and
      consumers use social media to build communities, profits and a better world.
      Links:
      3. http://wefirstbranding.us2.list-manage.com/track/click?u=c2c11b3d1aa1cbebf73b8730a&id=70e5cc05ac&e=cdde52b78c

      Thanks in advance for joining the We First community and we look forward to
      collaborating.

      In friendship,

      [4]Simon Mainwaring
      Founder/CEO We First
      Links:
      4. http://wefirstbranding.us2.list-manage.com/track/click?u=c2c11b3d1aa1cbebf73b8730a&id=15c26e6fae&e=cdde52b78c

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.

      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for Fast Company.

      What people are saying about We First “In the most important business book
      since Freakonomics, Simon Mainwaring’s transformational opus illustrates
      that doing good and doing well go hand-in-hand for 21st century
      corporations. A groundbreaking approach to marketing, We First teaches
      brands how to tap into a world of 600 million friends and billions of daily
      personal news feeds by making an impact one person at a time.” _Jay Samit_
      Former EVP Sony Corporation of America

      “Few understand the power of brands and consumers better than Simon
      Mainwaring. In We First he presents a truly compelling vision of how to
      transform that power to the benefit of society and the good of
      capitalism.” Jeff Jarvis
      Author of What Would Google Do?

      “We First is a critical resource for corporate leaders and will inspire
      consumers, individually and collectively, to recognize their inherent
      strength. It is an invaluable blueprint for building this new societal
      structure we so urgently need.” Philip Seib Professor & Director, Center
      on Public Diplomacy,
      USC Annenberg School

      “We First is as prescient as it is visionary – a must read for marketers and
      consumers intent on creating a prosperous future for all.” Rishad
      Tobaccowala
      Chief Strategy & Innovation Officer for VivaKi, Publicis Groupe

      “Mainwaring is an inspiring leader that truly understands the dynamics in
      play in the new world of business, online consumer behavior, and how they
      can collaborate to rethink and rework paths to true global renewal.” _Brian
      Solis Author of _Engage
      Did someone forward this to you?
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      We First book launch

      Hello!
      Simon here. I hope all is well. I’m really excited this month because, after
      three years of work, the launch of the We First book is only four weeks
      away. So I wanted to explain a little about why I wrote We First and its
      purpose.

      We First is not an idea anyone can own. It exists in the collective and is
      merely there to serve as a platform on which to celebrate all those people
      who are making an effort to serve the interests of others as well as
      themselves. These include brands doing CSR initiatives or cause marketing,
      non-profits and foundations, social entrepreneurs, government and NGO
      efforts, and every regular person that is consciously thinking about the
      social impact of what they buy or sell every day.

      My hope with the book is that we can all work together to shift the
      conversation in the private sector about the responsibility that we all have
      to contribute to building a better world. Obviously, launching a book is a
      community effort and I’ll be looking for your help in the next month to
      amplify the We First message so we can convert this conversation into
      substantive change.

      It’s my firm belief that if we make enough noise we’ll look back in five
      years time and see a dramatic change in the way companies and customers work
      together to scale positive social change.

      I invite you to preorder your copy of [2]We First now at wefirstbook.com.
      Here are a few things that you will get out of it.
      Links:
      2. http://www.wefirstbook.com?utm_source=We+First+Newsletter&utm_campaign=76f4f7ad1e-We_First_Newsletter_May_06_2011&utm_medium=email

      • How to shift our thinking and behavior to better serve the interests of
      others and ourselves.
      • How brands and customers work together to have a positive impact through
      the things we buy every day.
      • How companies can make money from social media by building communities
      that drive profits.
      • How customers can think and act in ways that is both good for them and the
      planet.
      • How companies and customers integrate purpose into profit to create change
      that is sustainable.
      • How we reengineer the way we do business to leave a better world for our
      kids.

      As you can see, We First is perfect for you, your boss or colleague,
      marketing specialists, a graduating student, a mom and anyone who
      contributes or works with causes and non-profits. I so appreciate your help
      in sharing the message. Together we can improve the lives of millions of
      others and our own.

      We First book tour and Broadcastr

      Over the next few weeks I’ll be traveling a lot talking about the We First
      message. One of the ways I’ll stay in touch is by using Broadcastr, a great
      new app that lets you geo-tag audio about what you’re up to and then share
      it across social networks. The app also lets you take a walk around while
      stories about your surroundings stream into your headphones automatically
      based on your GPS location. So it makes social media hyper local. Look out
      for these tweets and check out Broadcastr for yourself as it’s a great tool
      for brands and regular people to enjoy. Here’s where you can download the
      app for free and a link to listen to my book tour updates:

      Download the free app for iPhone here:
      http://itunes.apple.com/us/app/broadcastr/id423169367?mt=8&ls=1&utm_source=We+First+Newsletter&utm_campaign=76f4f7ad1e-We_First_Newsletter_May_06_2011&utm_medium=email
      And for Android here:
      [4]https://market.android.com/details?id=com.electricliterature.broadcastr&f&utm_source=We+First+Newsletter&utm_campaign=76f4f7ad1e-We_First_Newsletter_May_06_2011&utm_medium=email
      eature=search_result
      Or visit this link to hear Simon’s updates on the Web:
      http://beta.broadcastr.com/Echo.html?author=SimonMainwaring&utm_source=We+First+Newsletter&utm_campaign=76f4f7ad1e-We_First_Newsletter_May_06_2011&utm_medium=email
      Links:
      4. https://market.android.com/details?id=com.electricliterature.broadcastr&feature=search_result&utm_source=We+First+Newsletter&utm_campaign=76f4f7ad1e-We_First_Newsletter_May_06_2011&utm_medium=email

      Using social media to build your brand

      Social media allows you and your community to work together to help build
      your brand, increase your profits, and have a positive impact in the world.
      But this can only be done if you build a genuine relationship with your
      community through authentic and consistent engagement. With that in mind,
      let’s look at a few insider tips specific to two popular platforms, Facebook
      and Twitter.

      _Top five Don’ts for Facebook:_
      1. Don’t participate if you do not intend to invest time and energy into
      long-term relationships with your fans.
      2. Don’t participate if you are not willing or capable of moderating the
      conversations you start on a daily basis.
      3. Don’t measure success by the number of fans or followers you have, but
      rather, how deeply they are engaged.
      4. Don’t treat social media like direct mail where you simply talk about
      yourself tirelessly in shorter sound bites.
      5. When you make a mistake, don’t get defensive or self-righteous, but
      rather, accept responsibility, apologize and do what you can to make up for
      it.

      _Top 5 Dos for Facebook_
      1. Do bring consistent creativity to your Facebook ‘Like’ page to inspire
      engagement.
      2. Do respond to negative comments in order to turn a brand critic into a
      brand advocate.
      3. Do recognize your brand loyalists and reach out to them to build them
      into brand ambassadors.
      4. Do keep up to date with the latest applications and plug-ins that add new
      dimension to your ‘Like’ page.
      5. Do recognize that your are effectively bidding for people’s attention in
      an overcrowded marketplace and that their time deserves to be rewarded.

      _Top 5 Don’ts for Twitter_
      1. Don’t buy followers. It’s a waste of time and money.
      2. Don’t spam your audience with constant messages about yourself.
      3. Don’t forget to bring some humor and wit to your communications so that
      people want to read what you share.
      4. Don’t forget to retweet what your followers share.
      5. Don’t forget to be interesting. You must demonstrate your passion for
      your topic.

      _Top 5 Do’s for Twitter_
      1. Do engage with a follower when they reach out to you with a question or
      information.
      2. Do post between eight and ten times a day and spend the rest of your time
      on engagement.
      3. Do share photos, video links and text messages to inspire interest.
      4. Do stay consistently engaged to avoid community attrition.
      5. Do monitor your tone carefully, because it only takes 140 characters to
      undo all your good work.

      Overarching all these pointers is a necessity for your brand to be clearly
      defined, to know its core values, and to demonstrate those consistently.
      Social media tools are not an end in themselves, but rather another way to
      connect with people emotionally to generate word of mouth advertising. If
      your brand is clearly defined and your core values consistently on display,
      your community will reward your engagement by promoting your brand for you.

      Thanks for being a part of the We First community and I hope you enjoyed the
      newsletter. Look out for a big announcement in next month’s issue!

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for _Fast Company_.

      Did someone forward this to you?
      [6]Subscribe here.
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      Don’t want to receive these emails anymore? Bummer, but you can
      [7]unsubscribe instantly.
      [8]Become a fan on Facebook | [9]Follow We First on Twitter | [10]Connect
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      email
      Copyright © 2011 We First
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      1. kab says:

        Not only did scechers rip toms off…but the research i did on bobs says that scecher is giving away a used pair of shoes to kids not a new pair

    4. Hi,

      We First is inviting you to join Facebook.

      Once you join, you’ll be able to connect with the We First Page, along with people you care about and other things that interest you.

      Thanks,
      We First

      To sign up for Facebook, follow the link below:
      http://www.facebook.com/p.php?i=1387617722&k=Z3M266P3W3TF6BD1SF3TXSTVW4IB34ZEWPDVK&r&oid=152799671435098

      You are receiving this email from We First. We First has sent you this message through Facebook. If you no longer want to receive messages through Facebook, click the link below.
      http://www.facebook.com/o.php?k=676a99&u=100002438975548&mid=434c6bfG5af3a1da103cG8574G7c
      Facebook, Inc. P.O. Box 10005, Palo Alto, CA 94303

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      Links:
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      We First is here!

      Well, today is the day! After almost four years of work, my first book ‘We
      First’ is now available. I am so excited to share this with you and invite
      you to order a copy for yourself and your colleagues of friends. The book
      offers you enormous value in the following areas:

      How does a business use social media to build its profits and brand
      community.

      How do regular people use what they buy and social media to have a positive
      impact on our world.

      How does the business work with its customers to great a new pillar of
      social change that can build a better world.

      My hope is that We First will enrich your business and personal life. Our
      world desperately needs new ideas that can improve the lives of others and
      ourselves. Thank you so much for your support and for sharing the message.

      Watch the brand new We First Launch Film: ‘We-defining Me’
      http://www.vimeo.com/24580586?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      A ‘We First Special’ Offer

      Visit http://wefirstbook.com?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email now and order your copy! You’ll instantly
      receive:

      A free We First white paper on the ‘7 Keys to Brand Positioning in the
      Future.’

      A free podcast on ‘The Future of Ad Agencies.’

      A free podcast on ‘The 7 Stages to Becoming a Tech-savvy & Socially
      Responsible Consumer.’

      Plus 10% of the book price will be donated to ‘Girl Up, a campaign of the
      United Nations Foundation.’

      Also, when you enter your email address at http://wefirstbook.com, you’ll
      get instant access to ten free videos about how to use social media to build
      your community, profits and positive impact.

      Independent Reviews of ‘We First':
      [5]http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      -first/#review
      Links:
      5. http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we-first/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email#review

      -Kirkus Reviews
      http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Publisher’s Weekly
      http://www.inc.com/magazine/201106/book-review-we-first.html?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Inc Magazine

      What is We First?

      We First is a way of looking at the world. It asserts that we now live in an
      intimately connected, mutually dependent, global community. It recognizes
      that selfish Me First thinking hurts business, people we care about,
      millions of strangers and the planet. It embraces the seismic impact of
      digital and social technology that is transforming our professional and
      personal lives. It accepts the challenge of millions of consumers who want
      brands to be a force for change in return for their loyalty, goodwill and
      purchases. It believes that this unprecedented collision of global needs and
      personal wants, of human emotion and social technology, of powerful brands
      and newly empowered consumers has the potential to transform our world.

      Ten Core ‘We First’ Beliefs
      1. An inter-dependent, global community requires an expanded definition of
      self-interest.
      2. The future of profit is purpose.
      3. Technology is teaching us to be human again.
      4. Consumers want a better world, not just better widgets.
      5. Brands must become architects of community.
      6. Brands must become day traders in social emotion.
      7. The evolution of revolution is contribution.
      8. We cannot separate living and giving if we hope to build a better world.
      9. Life’s necessities must generate the necessities for life.
      10. Prosperity is not the wealth of a few but the well-being of many.

      TEDxSF: Watch Simon Mainwaring TEDx talk from this weekend

      In his talk, ‘From Me First to We First Living’, Simon explores how we
      change the way we think and behave using social media to build better
      businesses and a better world.
      http://tedxsf.org/2011/04/events-page-simon-mainwaring/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      Recent Articles in Mashable and AdAge

      The 7-Stage Evolution of a Socially Responsible Consumer
      http://mashable.com/2011/04/22/csr-company-stages/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      How Digital Tech Can Help You Become a More Socially Responsible Consumer
      http://mashable.com/2011/05/20/socially-responsible-consumer/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      From ‘Me First’ to ‘We First': Five Tips for Social-Media Marketing
      http://adage.com/article/cmo-strategy/tips-social-media-marketing/227857?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      /

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for Fast Company.

      Did someone forward this to you?
      [12]Subscribe here.
      Links:
      12. http://wefirstbranding.us2.list-manage.com/subscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e

      Don’t want to receive these emails anymore? Bummer, but you can
      [13]unsubscribe instantly.
      [14]Become a fan on Facebook | [15]Follow We First on Twitter | [16]Connect
      with We First on Linked In
      [17]Subscribe | [18]Unsubscribe | [19]Privacy Policy | [20]Forward this
      email
      Copyright © 2011 We First
      Links:
      13. http://wefirstbranding.us2.list-manage.com/unsubscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=cdde52b78c&c=952bfa7746
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      We First is here!

      Well, today is the day! After almost four years of work, my first book ‘We
      First’ is now available. I am so excited to share this with you and invite
      you to order a copy for yourself and your colleagues of friends. The book
      offers you enormous value in the following areas:

      How does a business use social media to build its profits and brand
      community.

      How do regular people use what they buy and social media to have a positive
      impact on our world.

      How does the business work with its customers to great a new pillar of
      social change that can build a better world.

      My hope is that We First will enrich your business and personal life. Our
      world desperately needs new ideas that can improve the lives of others and
      ourselves. Thank you so much for your support and for sharing the message.

      Watch the brand new We First Launch Film: ‘We-defining Me’
      http://www.vimeo.com/24580586?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      A ‘We First Special’ Offer

      Visit http://wefirstbook.com?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email now and order your copy! You’ll instantly
      receive:

      A free We First white paper on the ‘7 Keys to Brand Positioning in the
      Future.’

      A free podcast on ‘The Future of Ad Agencies.’

      A free podcast on ‘The 7 Stages to Becoming a Tech-savvy & Socially
      Responsible Consumer.’

      Plus 10% of the book price will be donated to ‘Girl Up, a campaign of the
      United Nations Foundation.’

      Also, when you enter your email address at http://wefirstbook.com, you’ll
      get instant access to ten free videos about how to use social media to build
      your community, profits and positive impact.

      Independent Reviews of ‘We First':
      [5]http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      -first/#review
      Links:
      5. http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we-first/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email#review

      -Kirkus Reviews
      http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Publisher’s Weekly
      http://www.inc.com/magazine/201106/book-review-we-first.html?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Inc Magazine

      What is We First?

      We First is a way of looking at the world. It asserts that we now live in an
      intimately connected, mutually dependent, global community. It recognizes
      that selfish Me First thinking hurts business, people we care about,
      millions of strangers and the planet. It embraces the seismic impact of
      digital and social technology that is transforming our professional and
      personal lives. It accepts the challenge of millions of consumers who want
      brands to be a force for change in return for their loyalty, goodwill and
      purchases. It believes that this unprecedented collision of global needs and
      personal wants, of human emotion and social technology, of powerful brands
      and newly empowered consumers has the potential to transform our world.

      Ten Core ‘We First’ Beliefs
      1. An inter-dependent, global community requires an expanded definition of
      self-interest.
      2. The future of profit is purpose.
      3. Technology is teaching us to be human again.
      4. Consumers want a better world, not just better widgets.
      5. Brands must become architects of community.
      6. Brands must become day traders in social emotion.
      7. The evolution of revolution is contribution.
      8. We cannot separate living and giving if we hope to build a better world.
      9. Life’s necessities must generate the necessities for life.
      10. Prosperity is not the wealth of a few but the well-being of many.

      TEDxSF: Watch Simon Mainwaring TEDx talk from this weekend

      In his talk, ‘From Me First to We First Living’, Simon explores how we
      change the way we think and behave using social media to build better
      businesses and a better world.
      http://tedxsf.org/2011/04/events-page-simon-mainwaring/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      Recent Articles in Mashable and AdAge

      The 7-Stage Evolution of a Socially Responsible Consumer
      http://mashable.com/2011/04/22/csr-company-stages/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      How Digital Tech Can Help You Become a More Socially Responsible Consumer
      http://mashable.com/2011/05/20/socially-responsible-consumer/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      From ‘Me First’ to ‘We First': Five Tips for Social-Media Marketing
      http://adage.com/article/cmo-strategy/tips-social-media-marketing/227857?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      /

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for Fast Company.

      Did someone forward this to you?
      [12]Subscribe here.
      Links:
      12. http://wefirstbranding.us2.list-manage.com/subscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e

      Don’t want to receive these emails anymore? Bummer, but you can
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      [14]Become a fan on Facebook | [15]Follow We First on Twitter | [16]Connect
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      email
      Copyright © 2011 We First
      Links:
      13. http://wefirstbranding.us2.list-manage.com/unsubscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=cdde52b78c&c=952bfa7746
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      We First is here!

      Well, today is the day! After almost four years of work, my first book ‘We
      First’ is now available. I am so excited to share this with you and invite
      you to order a copy for yourself and your colleagues of friends. The book
      offers you enormous value in the following areas:

      How does a business use social media to build its profits and brand
      community.

      How do regular people use what they buy and social media to have a positive
      impact on our world.

      How does the business work with its customers to great a new pillar of
      social change that can build a better world.

      My hope is that We First will enrich your business and personal life. Our
      world desperately needs new ideas that can improve the lives of others and
      ourselves. Thank you so much for your support and for sharing the message.

      Watch the brand new We First Launch Film: ‘We-defining Me’
      http://www.vimeo.com/24580586?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      A ‘We First Special’ Offer

      Visit http://wefirstbook.com?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email now and order your copy! You’ll instantly
      receive:

      A free We First white paper on the ‘7 Keys to Brand Positioning in the
      Future.’

      A free podcast on ‘The Future of Ad Agencies.’

      A free podcast on ‘The 7 Stages to Becoming a Tech-savvy & Socially
      Responsible Consumer.’

      Plus 10% of the book price will be donated to ‘Girl Up, a campaign of the
      United Nations Foundation.’

      Also, when you enter your email address at http://wefirstbook.com, you’ll
      get instant access to ten free videos about how to use social media to build
      your community, profits and positive impact.

      Independent Reviews of ‘We First':
      [5]http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      -first/#review
      Links:
      5. http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we-first/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email#review

      -Kirkus Reviews
      http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Publisher’s Weekly
      http://www.inc.com/magazine/201106/book-review-we-first.html?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Inc Magazine

      What is We First?

      We First is a way of looking at the world. It asserts that we now live in an
      intimately connected, mutually dependent, global community. It recognizes
      that selfish Me First thinking hurts business, people we care about,
      millions of strangers and the planet. It embraces the seismic impact of
      digital and social technology that is transforming our professional and
      personal lives. It accepts the challenge of millions of consumers who want
      brands to be a force for change in return for their loyalty, goodwill and
      purchases. It believes that this unprecedented collision of global needs and
      personal wants, of human emotion and social technology, of powerful brands
      and newly empowered consumers has the potential to transform our world.

      Ten Core ‘We First’ Beliefs
      1. An inter-dependent, global community requires an expanded definition of
      self-interest.
      2. The future of profit is purpose.
      3. Technology is teaching us to be human again.
      4. Consumers want a better world, not just better widgets.
      5. Brands must become architects of community.
      6. Brands must become day traders in social emotion.
      7. The evolution of revolution is contribution.
      8. We cannot separate living and giving if we hope to build a better world.
      9. Life’s necessities must generate the necessities for life.
      10. Prosperity is not the wealth of a few but the well-being of many.

      TEDxSF: Watch Simon Mainwaring TEDx talk from this weekend

      In his talk, ‘From Me First to We First Living’, Simon explores how we
      change the way we think and behave using social media to build better
      businesses and a better world.
      http://tedxsf.org/2011/04/events-page-simon-mainwaring/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      Recent Articles in Mashable and AdAge

      The 7-Stage Evolution of a Socially Responsible Consumer
      http://mashable.com/2011/04/22/csr-company-stages/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      How Digital Tech Can Help You Become a More Socially Responsible Consumer
      http://mashable.com/2011/05/20/socially-responsible-consumer/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      From ‘Me First’ to ‘We First': Five Tips for Social-Media Marketing
      http://adage.com/article/cmo-strategy/tips-social-media-marketing/227857?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      /

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for Fast Company.

      Did someone forward this to you?
      [12]Subscribe here.
      Links:
      12. http://wefirstbranding.us2.list-manage.com/subscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e

      Don’t want to receive these emails anymore? Bummer, but you can
      [13]unsubscribe instantly.
      [14]Become a fan on Facebook | [15]Follow We First on Twitter | [16]Connect
      with We First on Linked In
      [17]Subscribe | [18]Unsubscribe | [19]Privacy Policy | [20]Forward this
      email
      Copyright © 2011 We First
      Links:
      13. http://wefirstbranding.us2.list-manage.com/unsubscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=cdde52b78c&c=952bfa7746
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      16. http://www.linkedin.com/groups/We-First-3717514?mostPopular=&gid=3717514&utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
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    8. Having trouble viewing this email? Try it [1]in your browser.
      Links:
      1. http://us2.campaign-archive2.com/?u=c2c11b3d1aa1cbebf73b8730a&id=952bfa7746&e=cdde52b78c

      We First is here!

      Well, today is the day! After almost four years of work, my first book ‘We
      First’ is now available. I am so excited to share this with you and invite
      you to order a copy for yourself and your colleagues of friends. The book
      offers you enormous value in the following areas:

      How does a business use social media to build its profits and brand
      community.

      How do regular people use what they buy and social media to have a positive
      impact on our world.

      How does the business work with its customers to great a new pillar of
      social change that can build a better world.

      My hope is that We First will enrich your business and personal life. Our
      world desperately needs new ideas that can improve the lives of others and
      ourselves. Thank you so much for your support and for sharing the message.

      Watch the brand new We First Launch Film: ‘We-defining Me’
      http://www.vimeo.com/24580586?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      A ‘We First Special’ Offer

      Visit http://wefirstbook.com?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email now and order your copy! You’ll instantly
      receive:

      A free We First white paper on the ‘7 Keys to Brand Positioning in the
      Future.’

      A free podcast on ‘The Future of Ad Agencies.’

      A free podcast on ‘The 7 Stages to Becoming a Tech-savvy & Socially
      Responsible Consumer.’

      Plus 10% of the book price will be donated to ‘Girl Up, a campaign of the
      United Nations Foundation.’

      Also, when you enter your email address at http://wefirstbook.com, you’ll
      get instant access to ten free videos about how to use social media to build
      your community, profits and positive impact.

      Independent Reviews of ‘We First':
      [5]http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      -first/#review
      Links:
      5. http://www.kirkusreviews.com/book-reviews/non-fiction/simon-mainwaring/we-first/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email#review

      -Kirkus Reviews
      http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Publisher’s Weekly
      http://www.inc.com/magazine/201106/book-review-we-first.html?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      -Inc Magazine

      What is We First?

      We First is a way of looking at the world. It asserts that we now live in an
      intimately connected, mutually dependent, global community. It recognizes
      that selfish Me First thinking hurts business, people we care about,
      millions of strangers and the planet. It embraces the seismic impact of
      digital and social technology that is transforming our professional and
      personal lives. It accepts the challenge of millions of consumers who want
      brands to be a force for change in return for their loyalty, goodwill and
      purchases. It believes that this unprecedented collision of global needs and
      personal wants, of human emotion and social technology, of powerful brands
      and newly empowered consumers has the potential to transform our world.

      Ten Core ‘We First’ Beliefs
      1. An inter-dependent, global community requires an expanded definition of
      self-interest.
      2. The future of profit is purpose.
      3. Technology is teaching us to be human again.
      4. Consumers want a better world, not just better widgets.
      5. Brands must become architects of community.
      6. Brands must become day traders in social emotion.
      7. The evolution of revolution is contribution.
      8. We cannot separate living and giving if we hope to build a better world.
      9. Life’s necessities must generate the necessities for life.
      10. Prosperity is not the wealth of a few but the well-being of many.

      TEDxSF: Watch Simon Mainwaring TEDx talk from this weekend

      In his talk, ‘From Me First to We First Living’, Simon explores how we
      change the way we think and behave using social media to build better
      businesses and a better world.
      http://tedxsf.org/2011/04/events-page-simon-mainwaring/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      Recent Articles in Mashable and AdAge

      The 7-Stage Evolution of a Socially Responsible Consumer
      http://mashable.com/2011/04/22/csr-company-stages/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      How Digital Tech Can Help You Become a More Socially Responsible Consumer
      http://mashable.com/2011/05/20/socially-responsible-consumer/?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email

      From ‘Me First’ to ‘We First': Five Tips for Social-Media Marketing
      http://adage.com/article/cmo-strategy/tips-social-media-marketing/227857?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
      /

      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for Fast Company.

      Did someone forward this to you?
      [12]Subscribe here.
      Links:
      12. http://wefirstbranding.us2.list-manage.com/subscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e

      Don’t want to receive these emails anymore? Bummer, but you can
      [13]unsubscribe instantly.
      [14]Become a fan on Facebook | [15]Follow We First on Twitter | [16]Connect
      with We First on Linked In
      [17]Subscribe | [18]Unsubscribe | [19]Privacy Policy | [20]Forward this
      email
      Copyright © 2011 We First
      Links:
      13. http://wefirstbranding.us2.list-manage.com/unsubscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=cdde52b78c&c=952bfa7746
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      16. http://www.linkedin.com/groups/We-First-3717514?mostPopular=&gid=3717514&utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
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    9. Hi everyone!

      It’s the last day of the launch week for We First, and we really need your support today, because with a little help, we’re hoping to reach the bestseller lists next week. So, if you haven’t already, please order your copy of We First today by clicking this Amazon link: http://amzn.to/mMKMK8.

      If you have ordered a copy, THANKS! We’d love for you to please share this link with your friends and communities.

      There are many benefits to buying this book today:
      1. If you’re part of a company, you will learn how to use social technology to drive profits.
      2. If you’re a concerned consumer, you will learn how to use social media to have a positive impact.
      3. And, everyone will learn how to use social media to build a world we want to live in.

      Order today, and you will receive 3 additional FREE GIFTS on the future of branding, advertising and socially responsible shopping.

      We can’t thank you enough for your support, it means a lot.

      ==============================================
      Unsubscribe from this list:
      http://wefirstbranding.us2.list-manage.com/unsubscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=cdde52b78c&c=9a69e6ab24

      Forward this email to a friend:
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      http://wefirstbranding.us2.list-manage.com/profile?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=cdde52b78c

    10. Hi Everyone!

      I can’t believe this is the last day of the launch week for We First. I started working on the book 4 years ago, and I’ve been really encouraged by the response of companies about the greater role they can now play in scaling positive change. I wanted to ask your help one last time on this last day of the launch week of the book. 

      My hope is to make this conversation one of the most important issues for business today. That’s why I would so appreciate if you order a copy or even better yet copies of We First today. This way, the sales can contribute to the best seller lists that will then keep this conversation top of mind with an even broader audience. 

      So, thanks for your support this week, thanks for your patience on all of our emails and thanks for helping us over this final hurdle by ordering your copy today. Here’s the link: http://amzn.to/mMKMK8.  And remember, 10% of all proceeds from the purchases of We First will be donated to ‘Girl up,’ a campaign of the United Nations Foundation.

      We so appreciate your support, it means a lot. 

      – Simon Mainwaring

      ==============================================
      Unsubscribe from this list:
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      Forward this email to a friend:
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      We First Hits the Bestseller Lists

      I wanted to thank everyone for their support in the launch of We First. We
      are so excited that the message is resonating and that it is contributing to
      the conversation that is changing the role of brands and the private sector.
      Here’s how We First fared on the bestseller lists:

      #4 on the New York Times Advice/How To bestseller list

      #5 on the New York Time Hardcover Business bestseller list

      #2 on the Wall Street Journal Business bestseller list

      #4 on the USA Today bestseller list
      …as well as being a #1 bestseller on Amazon and Barnes and Noble.

      Finally, last week, Amazon named We First as one of the Top Ten Business
      Books of 2011 so far.

      This would not have been possible without all your support and from everyone
      here at We First, a huge thank you.

      _We First on Non-profits:_ One of the themes that We First explores is how
      non-profits can become more effective marketers to help further the
      important work they do. Here are a few thoughts on some of the challenges
      that non-profits face.

      Understandably, social media has been hailed by many non-profits as a
      critical tool to help them fund-raise and do their valuable work more
      effectively. Success stories like fund-raising for victims of the Haiti
      earthquake and Japanese tsunami victims are proof of the ease with which
      non-profits can now make people aware of a crisis and allow them to
      contribute to the urgent needs of others. But there can also be a downside,
      one that non-profits must be aware of if they hope to leverage social media
      to their advantage.

      The ability of a non-profit to use social media to build a dialogue with its
      community forces it to define itself in ways that often weren’t necessary
      before. The fact that non-profits can now market to consumers in ways
      normally reserved for for-profit brands means that they must become more
      effective marketers. These new expectations include the following:

      _1. SELF DEFINITION:_ All non-profits do incredibly meaningful work but to
      be most effective as marketers they need to define themselves within the
      cause category that they work in. There needs to be a unique point of view
      on the cause itself so that one non-profit can distinguish itself from
      others working in the same cause category.

      _2. ENGAGEMENT:_ One of the great challenges for non-profits is the constant
      need to fund-raise. Yet with staffing and resources spread often spread so
      thin, it’s difficult to have enough employees to engage with your community
      on an real-time basis as well as do the meaningful work that’s required in
      the field. Yet this is necessary if a non-profit hopes to sustain an active
      and engaged online community.

      _3. REPOSITIONING:_ Non-profits benefit greatly from partnerships with
      for-profit companies, but for that to happen non-profits must to be able to
      make their case as to the value of the partnership to the for-profit brand.
      Too often, non-profits pitch themselves on the basis of the cause that they
      are supporting alone. But as with any pitch situation, the offering must be
      framed in terms of the needs of your potential client – in this case the
      for-profit brand.

      _4. CREATIVITY:_ Donor fatigue is an enormous challenge for non-profits at
      any time, especially after a series of natural disasters as we just saw with
      Haiti, Pakistan, and Japan. While social media gives non-profits the ability
      to engage with their community more easily, they must become more creative
      in their strategies and messaging to sustain their interest and support
      through a series of natural disasters.

      _5. TECHNOLOGY:_ It’s hard enough for a for-profit company to keep pace with
      the marketplace with all the resources that it possesses. It’s even more
      difficult for a non-profit with its limited resources. Yet the non-profit
      world must become increasingly tech-savvy so that they know how their
      donor-base is relating with each other and what tools are most appropriate
      to help them reach their goals.

      The challenges that social media presents to non-profits are as daunting as
      they are for for-profit companies. The ability to connect with people so
      easily brings with it the expectation of constant engagement and sustained
      results. As such, it’s critical for non-profits to add to their skill sets
      and become effective storytellers fascinated with emerging technologies. We
      First was written to help non-profits do this by laying out a step-by-step
      action plan for how brands use social media to build their communities,
      drive their fund-raising, and help build a better world.

      _Featured reviews of We First:_
      [2]Social Media Drives Social Change and the We First Community
      Links:
      2.

      By Melissa Rowley
      [3]Book: We First: How Brands & Consumers Use Social Media To Build A Better
      World
      Links:
      3. http://www.publishersweekly.com/978-0-230-11026-7?utm_source=We+First+Newsletter&utm_campaign=d32cacc983-We_First_Newsletter_July_15_20117_15_2011&utm_medium=email

      By Beth Kanter

      _Featured guest posts:_
      [4]Four reasons we must re-engineer market capitalism [5]10 actions
      consumers can take to reinvent capitalism
      Links:
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      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      [6]Twitter4 [7]facebook [8]Linked in [9]YOU TUBE
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
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      an Expert Blogger for _Fast Company_.
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      We First Hits the Bestseller Lists

      I wanted to thank everyone for their support in the launch of We First. We are so excited that the message is resonating and that it is contributing to the conversation that is changing the role of brands and the private sector. Here’s how We First fared on the bestseller lists:

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      _We First on Non-profits:_ One of the themes that We First explores is how
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      Understandably, social media has been hailed by many non-profits as a
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      non-profits can now make people aware of a crisis and allow them to
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      one that non-profits must be aware of if they hope to leverage social media
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      The ability of a non-profit to use social media to build a dialogue with its
      community forces it to define itself in ways that often weren’t necessary
      before. The fact that non-profits can now market to consumers in ways
      normally reserved for for-profit brands means that they must become more
      effective marketers. These new expectations include the following:

      _1. SELF DEFINITION:_ All non-profits do incredibly meaningful work but to
      be most effective as marketers they need to define themselves within the
      cause category that they work in. There needs to be a unique point of view
      on the cause itself so that one non-profit can distinguish itself from
      others working in the same cause category.

      _2. ENGAGEMENT:_ One of the great challenges for non-profits is the constant
      need to fund-raise. Yet with staffing and resources spread often spread so
      thin, it’s difficult to have enough employees to engage with your community
      on an real-time basis as well as do the meaningful work that’s required in
      the field. Yet this is necessary if a non-profit hopes to sustain an active
      and engaged online community.

      _3. REPOSITIONING:_ Non-profits benefit greatly from partnerships with
      for-profit companies, but for that to happen non-profits must to be able to
      make their case as to the value of the partnership to the for-profit brand.
      Too often, non-profits pitch themselves on the basis of the cause that they
      are supporting alone. But as with any pitch situation, the offering must be
      framed in terms of the needs of your potential client – in this case the
      for-profit brand.

      _4. CREATIVITY:_ Donor fatigue is an enormous challenge for non-profits at
      any time, especially after a series of natural disasters as we just saw with
      Haiti, Pakistan, and Japan. While social media gives non-profits the ability
      to engage with their community more easily, they must become more creative
      in their strategies and messaging to sustain their interest and support
      through a series of natural disasters.

      _5. TECHNOLOGY:_ It’s hard enough for a for-profit company to keep pace with
      the marketplace with all the resources that it possesses. It’s even more
      difficult for a non-profit with its limited resources. Yet the non-profit
      world must become increasingly tech-savvy so that they know how their
      donor-base is relating with each other and what tools are most appropriate
      to help them reach their goals.

      The challenges that social media presents to non-profits are as daunting as
      they are for for-profit companies. The ability to connect with people so
      easily brings with it the expectation of constant engagement and sustained
      results. As such, it’s critical for non-profits to add to their skill sets
      and become effective storytellers fascinated with emerging technologies. We
      First was written to help non-profits do this by laying out a step-by-step
      action plan for how brands use social media to build their communities,
      drive their fund-raising, and help build a better world.

      _Featured reviews of We First:_
      [2]Social Media Drives Social Change and the We First Community
      Links:
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      [3]Book: We First: How Brands & Consumers Use Social Media To Build A Better
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      A struggling economy, a world in crisis and new social technology has left
      brands scrambling for profits and consumers desperate for change. What if we
      could achieve both? What if brands and consumers could partner using social
      media to build communities, profits and a better world? That’s the promise
      of a We First world.
      [6]Twitter4 [7]facebook [8]Linked in [9]YOU TUBE
      Simon Mainwaring is an author, blogger, speaker and founder and CEO of We
      First, a social branding consultancy. A former Nike creative at Wieden &
      Kennedy, Portland, and worldwide creative director for Motorola at Ogilvy,
      he is a member of the GMI Digital Advisory Board, the Advisory Board of the
      Center for Public Diplomacy at the Annenberg School, AdAge’s Power150 and is
      an Expert Blogger for _Fast Company_.
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  4. […] were mainly directed at BOBs and Skechers completely unoriginal marketing plan and product. Simon Mainwarnring described this situation perfectly as an example showing “a powerful distinction between […]

  5. […] rules around cause marketing.  You can read several of these assessments yourself here, here, and here, as well as an article in the LA Times making the same basic argument.  I won’t […]

  6. walt says:

    The problem is that Skechers couldn’t come up with their own design, Im all for company’s copying the idea of One for One but I would never buy Skechers knock offs of TOMS. It completely uncreative and a bad business decision.

    1. I tend to agree. Thanks.

  7. Usagirl says:

    i disagree with you completely. by taking your eyes off of the greater good of this story (needy children get new shoes!), you end up focusing on negativity (jealousy, anger, worry). instead be proud that Skecher’s admired Tom’s enough to create a similar shoe. be grateful that Skecher’s created a less expensive shoe that allows some folks like me who are on a very limited income to make it possible for a child to have new shoes. thank you for listening.

    1. Thanks and I certainly understand others can see it differently. Perhaps
      Skechers brings their concerns for the needs of others to market in others
      ways now and all such efforts should be celebrated. Thx, simon

  8. jonigirl says:

    I personally am grateful that Skechers came out with a copy of the TOMS shoes. While BOBS and TOMS may look “exactly alike”, they fit differently. For those of us with narrow feet, the BOBS are a better fit. I was disappointed when I tried the TOMS, and they were so wide that I could not wear them. The same was true for my two teenage daughters. That’s three customers (and contributors) that TOMS lost because of the fit of their shoes. In our case, the BOBS have given us the opportunity to wear the TOMS style and still make a contribution. Perhaps, this is what Skechers had in mind when they chose to “copy” the TOMS.

    1. That’s really interesting and thanks. Hopefully that was what they were
      trying to do. Glad you pointed that out. Simon

    2. Kayla says:

      @jonigirl – this was true for me also! BOBS was a totally different fit and gave me (someone with a narrow foot) the opportunity to wear the shoe and still make a contribution.

      1. Thanks Kayla. Its obviously important how the shoe fits as well. Simon

    3. Karenlynnbobo says:

      Great to know this. Bob’s hurt my wide foot. I think I will buy some Tom’s and try them

      1. Thanks for the feedback. simon

    4. SERRA PINKHAM says:

      It’s not TOMS fault, its your feets fault.

  9. Malmberg Joshua says:

    I say that Sketchers had good intentions, in fact the founder of TOMS wants other companies to practice the same concept. Where I think BOBS crosses lines is with the BOBS logo. It is essentially identical to TOMS with only a change in name. I do not see a problem with the shoe design because the shoe is a style in Argentina, and so I think it is neat that another company wants to take on that design. If Sketchers were to change the logo and make it an original design then I would say it would be fine.

    1. Thanks Joshua. I agree that when something is copied outright in the
      branding a company crosses the line. Thanks so much. Simon

  10. Thanks, Sarah. Such details do suggest that Skechers was taking more of a
    marketing approach than a philanthropic one. I agree. It’s a question of
    value and value, not just making money. Thanks, Simon

  11. sds says:

    I think Toms copied a pair of shoes, and my daughter asked me to pay $44.00 plus tax for what I consider to be a ten dollar pair of shoes. They reminded me most of the kung fu shoes some of us wore in high school, very cheap. So I didn’t think, “Oh how wonderful, they are giving away a pair of shoes!” I thought, “Great, I’m paying triple what they are worth to give away one pair of shoes.” I bought a pair thinking maybe they’d last longer, but alas, they wore out in a month or two. So now there’s Bob’s. I have a reasonable alternative. Okay, they are a knock off, but at least I don’t feel like I’m being ripped off. And by the way, they last longer than Tom’s.

    1. Thanks. it’s sounds like you had a disappointing experience with TOMS. It is
      true that a product must hold up no matter the intentions behind it. I
      haven’t seen as pair of Bob’s as they disappeared so quickly after the
      launch. Thanks for your honest perspective. Simon

    2. Ari says:

      I got my Toms at Whole Foods and they’ve lasted for over a year. They were $40.00 even, and I got them on a tax free holiday. Yes, I need new ones, but I’m stingy with money. My friend got me a pair of Bobs as a joke, they were $45.00 plus tax, and they gave me blisters through my socks and while they’re not falling apart after a week of wear, the pain from the cheap material makes me want to throw these out. 

    3. SERRA PINKHAM says:

      No offense but if your TOMS only lasted you that long, you probably didn’t take care of them that well.

      1. acb151 says:

        I agree with sds- they are cheap shoes. My daughter loves to wear Toms but she wears out the bottoms and blows through the toes in a couple of months. I hate to buy them but I try to think of it as a donation when I do.

    4. Nomad says:

      thus why the business plan and model isn’t working and they are having to sell out to sketchers a bit. This is makes me very disappointed.  Great you want to give shoes, away.  Than stroke some checks and give shoes away.  Why does it have to be kung fu shoes?  Give shoes away!  Its kind of that simple!    

    5. Rachael says:

      That’s a lie sketchers is a really retarded buisness they make freakin shoes for a 4 year old and TOMS are a lot better quality than BOBS shetchers should stick with there light up shoes for toddlers instead of trying to compete with TOMS. PS that’s a complete lie TOMS are much much nicer

      1. Kendra says:

        Spread the word to end the word..Please be careful of your use of the word ‘retarded’

        http://www.r-word.org

    6. Nichole Gabriel says:

      Agreed!!! Very cheap! I was surprised and disappointed! For those of higher socio-economic status may not wear them out! But if you wear them as your primary shoes every day, they last no time at all, and everyone I see has a hole in the big toe..

  12. Ilovellm says:

    I bet the pro for sketchers are employees for their organization.  Kudos. Toms are better. 

  13. rima reda says:

    hi simon,

    did you know? bobs are back: http://www.skechers.com/women/brands/bobs

    1. Wow. I did not know that. Thanks, Rima. Simon

  14. Estella107 says:

    BOBS are back! Lame!

    1. Yes, I saw that. I hope they are trying to contribute with integrity. Simon

  15. SERRA PINKHAM says:

    I absolutely love TOMS! I was about to buy BOBS because they were cheaper,butthereviews weren’t as good. I also heard that TOMS were wider, which is true, and that is more comfortable for my feet. I also didn’t like the fact that BOBS basically copied the whole idea, even the donating shoes concept. For the people who said their TOMS feel apart: you didn’t take care of them. I have had my Classic Black (canvas) TOMS for 2-3 months and they are still in great condition. I went shopping with my friends today and I bought a pair of silver glitter TOMS! My friends have had theirs for a while and love them! And for the people who say TOMS start to stink: you either have smelly feet or dont wear socks with them. I wear these “special” socks that are the shape of TOMS so you can’t see them if I’m wearing them. If they stink, use baking soda or air freshener to stop the stink. Washing them may be a “pain” to some people, but its not that bad. TEAM TOMS!

    1. TOMS are fantastic no doubt. And socks are always a good idea with shoes, for sure! Thanks Serra.

  16. Karisreagan33 says:

    Personally I think itis great that bobs wants to help out but I think that at least they should have come up with their own design and name! Toms is a great organization and the guy who started it, started it for good and a personal experiance he had! Therefore bobs copied the style, the name, and everything! And that shows a major lack of creativity! But I will not bash bobs! Because they’re helping out children in need! I just think the idea of toms came from the heart and the bobs people just thought it was a good marketing idea! In my opinion I don’t think people should be getting mad at toms for being more expensive because the reason they are more expensive is because they actually spend money on good materials that will last! And the more money they spend on the shoe makes the shoe worth more! Therefore it’s that price! And I also think bobs making it where they donate 2 shoes is great but I also think they are trying to make people buy bobs and not toms! Personally I would buy toms, they may be more expensive, but the idea came from the heart! And I believe bobs are also great! Just won’t last as long and you should really just buy whichever ones you want!(:

    1. Thanks, Karis, and I hear you. Any sort of support is valuable and I just hope Bobs giving was heartfelt and not a mere marketing strategy because that has a huge impact on the actually relief they provide on the ground to the people they support. But as you say, the more the merrier is great when we are helping others. Simon

  17. Nomad says:

    Not sure what frustrates me more, Sketchers still not being forth right with their supplier lists or now ripping off Toms.  To make matters worse, they say they are joining companies like Toms.  So that means the slaves making your shoes get to get a pair back. This is disgusting and I refuse to buy anything with the Sketchers logo on it.  

    Is there any truth to Sketchers having bought out part or all of Toms to do as they above post states?  If this is the case I will champion my cause to include Toms.  

    Keep speaking out and fighting till all people are free! 

    1. Thanks. I don’t think Sketchers owns any part of TOMS though they are making similar offers now. Let’s hope they are doing it with integrity. Thanks Bill.

  18. greenzombies says:

    In my opinion i think they are just exactly the same. I mean i don’t understand why people would get so mad at what sketchers did when they are actually helping people. Sure the design may be very similar (exactly the same), but all in all they are just shoes and i don’t think BOBS should be so put down.

  19. AdExc says:

    It’s funny, so many people disapprove of marketing these ‘Bobs’ but how many chat sites, blogs and comments have been dedicated to telling the online world that Bobs exist, whether it’s good or bad? Yet again you’ve fallen into the newest marketing scheme by companies. People get paid to talk about products like you all are doing right now. Advertisers LOVE your ignorance of the industry. Congrats. Good or bad, the shoe is selling like fire because of you.

    1. Simon Mainwaring says:

      Thanks and I do hear you. I’ve spend t20 years working in ad agencies in Australia, London and the US. To some extent bad news is good because it raises awareness which can drive sales. That said, they are appealing to an audience based on the good they do and this audience is very strict about authenticity. They will get some sales but not loyal brand evangelists. I believe its a short term tactic that won’t benefit them over the long term..

  20. christy heavrin says:

    I have a pair of Bob’s and love them! They are very comfortable and have lasted almost a year and are still holding up very well. I haven’t tried Toms but why should I? I really don’t care about what is happening behind the scenes with products. They are just shoes to me.

  21. Mike says:

    Both companies are making millions of dollars with a $5.00 shoe. Attaching emotion to a product doesn’t make Toms shoes a sait. It’s a for profit business like anyone else. That said, I have a pair that only lasted a few months…so an alternative would be the cheaper Bobs. It’s one thing if Toms were $20 p…but $45-50? They are making a killing but using ‘poor kids’ as a scapegoat.

  22. Glamorgirl says:

    Bobs are amazing I’ve had some for a while my family has bobs too we’ve had them for a while no blisters or pain they are comfortable and you can get these special socks to wear with them they’re good shoes

  23. barbra says:

    toms are way better than bobs. bobs are the ghetto version of toms

  24. Tay says:

    I got my first pair of toms for 80$, I knew it was a new trend and it dontated shoes to children in need, so I saved my money and bought a pair. This was at the end of summer so I only had about 3 months to wear them before the snow started kicking in,at the beginning of this summer they were already starting to wear out even though I barley wore them, now they are completely shot! I had to buy a new pair but this time I bought bobs. My bobs are memory foam and are WAY better in the feet then toms and also they even look stronger and better bottoms that won’t start to peel off. I think that both compaines tried this and bobs did it better

  25. millie says:

    Does it really matter what has happened, they are after all just shoes!! Who cares, such a sad lot to complain about what they put on their feet when there are other more disturbing news out there!!
    I actually have a pair of Bobs bought on a trip home to Ireland 3 years ago and still going strong, look as good as new. But hey, they are just shoes you put on when you feel like it, so whats the moaning for. Be thankful for small mercies people.