Using social media to mobilize Millennials

Simon Mainwaring / Advertising / 4 years ago

Every New Year brings with it things that are, well, new in that they put an exciting new spin on familiar practices. I wanted to share two of these with you that caught my attention as they are focused on social change, depend on crowd engagement and target increasingly influential Millennials.

The first is Pando Projects which taps into the collective brainpower of Millennials to provide technological and managerial support to people with a great idea but without a business plan. Each project takes advantage of a customizable website with promotional, fundraising and volunteer management tools. Every idea also gets an immediate social media presence, and thanks to the help of other Millennials, gets instant business acumen that can be the difference between success and failure.

Pando aims to scale change by making meaningful ideas more executable and brainpower more accessible, and while its only in the pilot stage, its attracting volunteers from an unlikely demographic of under-30’s. To me it’s a powerful demonstration of the power of social media as people support projects based a personal connection to the cause or issue. And judging by the first 15 pilot projects, Millennials are demonstrating an inspiring willingness to assume responsibility for the change they want to see in the world.

The second example is Loudsauce, a crowd-funded ad platform that aims to change advertising into a platform for meaningful change. How it works is simple. You browse the roster of campaigns for issues or causes you care about, choose the level of funds you want to donate and the medium you want to use (TV, billboards), see the meaningful ad appear, and then spread the word on Facebook or Twitter.

Loudsauce enables the community to inject meaning and responsibility into the wealth of for-profit advertising we swim in every day.  And like Pando Projects, Loudsauce looks to media-savvy Millennials who recognize the power of marketing and re-purpose it to build a better world.

Both concepts are almost unimaginable only a short few years ago and speak to a powerful shift in marketing enabled by social media and increasingly driven by Millennials. These same young social activists will become the founders of companies and industry leaders that will transform the products, services and role of brands in near future. Such positive efforts, while just starting out, are exciting and speak to a brighter future for us all.

Do you think we’ll be seeing more socially responsible advertising? Do you agree that Millennials will cause a shift in the way brands market?

31 Comments

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  1. Alex Cripe says:

    Great, thoughtful post as usual. My two, rambling cents…Seems to me that we’re already seeing a massive influx of socially responsible advertising or, at least the understanding among corporations and other entities that their brand is increasingly subject to the tangential effects it has on the world. Millennials–and I count myself among them–are a wonderful combination of disillusionment/skepticism and unbridled optimism. While the growing success of Kickstarter, LoudSauce, PandoProjects and, in a different sense Quora, shows a willingness and desire to take things into our own hands it always seems like there is a point when things don’t happen fast enough, don’t happen big enough or don’t happen in the revolutionary way we think they should. That digital activism and activation then fizzles out. Take the massive pushback from youth re: Obama–this is indicative of a powerful, but terribly impatient group of citizen consumers. There was an expectation of change that was, more often than not, driven by the notion that everyone was on board the same train. While it looks like we’ll see more and more of a shift toward this sort of positioning–Nike’s recent launch of nikebetterworld.com, for instance–it looks like a massive hurdle one must pass in regard to reaching Millennials will have to be the instance when pragmatism and change , socially responsible and commercially responsible, collide. How do we get beyond the fizzle?

    1. Thanks, Alex. Really interesting question. The fizzle is an issue for
      everyone whether its a brand product launch, a TED Prize wish or
      crowdsourced social activism. I think the soloution is in the mechanics as
      much as the mindset. We need to temper our impatience with a long term view,
      yes, but we also need to strategize and create succession reasons for
      engagements and positive milestones that keep the momentum going. Not easy.
      I know, especially when there are larger forces at work that frustrate
      change, but that’s really the best approach. Re-framed thinking and long
      term strategy that aims at continually inspiring people to stay engaged and
      then rewards them in some way for doing so. Great question. Thx.

      ======

      1. Alex Cripe says:

        “Re-framed thinking and long term strategy that aims at continually inspiring people to stay engaged and
        then rewards them in some way for doing so.” Think that’s right on. Really thinking through the idea of “engagement” and developing a meaningful reward that goes beyond placating. Creating powerful, shared value on both an intrinsic and extrinsic basis. Energizing through meaning and narrative. Providing folks the opportunity to say, “Hey, I was a part of that.”

        Thanks!

        1. Exactly. Really well put. People build what they help to create. Thanks,
          Alex.

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          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_.

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          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=8d6232b06d&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
          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=8d6232b06d&c=952bfa7746
          14. http://www.facebook.com/wefirst?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
          15. http://twitter.com/simonmainwaring?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
          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
          17. http://wefirstbranding.us2.list-manage.com/subscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e
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          19. http://wefirstbranding.com/privacy-policy?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
          20. http://us2.forward-to-friend.com/forward?u=c2c11b3d1aa1cbebf73b8730a&id=952bfa7746&e=8d6232b06d

        7. Having trouble viewing this email? Try it [1]in your browser.
          Links:
          1. http://us2.campaign-archive2.com/?u=c2c11b3d1aa1cbebf73b8730a&id=952bfa7746&e=8d6232b06d

          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=8d6232b06d&c=952bfa7746
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          15. http://twitter.com/simonmainwaring?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
          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
          17. http://wefirstbranding.us2.list-manage.com/subscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e
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          19. http://wefirstbranding.com/privacy-policy?utm_source=We+First+Newsletter&utm_campaign=952bfa7746-We_First_Newsletter_June_08_20116_8_2011&utm_medium=email
          20. http://us2.forward-to-friend.com/forward?u=c2c11b3d1aa1cbebf73b8730a&id=952bfa7746&e=8d6232b06d

        8. Having trouble viewing this email? Try it [1]in your browser.
          Links:
          1. http://us2.campaign-archive2.com/?u=c2c11b3d1aa1cbebf73b8730a&id=952bfa7746&e=8d6232b06d

          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?
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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!

          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=8d6232b06d&c=9a69e6ab24

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        11. 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.
          Links:
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          Don’t want to receive these emails anymore? Bummer, but you can
          [11]unsubscribe instantly.
          [12]Become a fan on Facebook | [13]Follow We First on Twitter | [14]Connect
          with We First on Linked In
          [15]Subscribe | [16]Unsubscribe | [17]Privacy Policy | [18]Forward this
          email
          Copyright © 2011 We First
          Links:
          11. http://wefirstbranding.us2.list-manage.com/unsubscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=8d6232b06d&c=d32cacc983
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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
          8. http://www.linkedin.com/groups/We-First-3717514?mostPopular=&gid=3717514&utm_source=We+First+Newsletter&utm_campaign=dda31996e4-We_First_Newsletter_August_15_20117_15_2011&utm_medium=email
          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?
          [10]Subscribe here.
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          Don’t want to receive these emails anymore? Bummer, but you can
          [11]unsubscribe instantly.
          [12]Become a fan on Facebook | [13]Follow We First on Twitter | [14]Connect
          with We First on Linked In
          [15]Subscribe | [16]Unsubscribe | [17]Privacy Policy | [18]Forward this
          email
          Copyright © 2011 We First
          Links:
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          Hi,

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          Thanks,
          The Facebook Team

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          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

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    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=4b1bacc604

      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=4b1bacc604

      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=4b1bacc604

      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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      Don’t want to receive these emails anymore? Bummer, but you can
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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
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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=Z3M266P3W3TF6BD1SF66SSTV2UIB34ZEWPDPJ&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.
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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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      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
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      email
      Copyright © 2011 We First
      Links:
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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
      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
      8. http://www.linkedin.com/groups/We-First-3717514?mostPopular=&gid=3717514&utm_source=We+First+Newsletter&utm_campaign=dda31996e4-We_First_Newsletter_August_15_20117_15_2011&utm_medium=email
      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?
      [10]Subscribe here.
      Links:
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      Don’t want to receive these emails anymore? Bummer, but you can
      [11]unsubscribe instantly.
      [12]Become a fan on Facebook | [13]Follow We First on Twitter | [14]Connect
      with We First on Linked In
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      email
      Copyright © 2011 We First
      Links:
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      14. http://www.linkedin.com/groups/We-First-3717514?mostPopular=&gid=3717514&utm_source=We+First+Newsletter&utm_campaign=dda31996e4-We_First_Newsletter_August_15_20117_15_2011&utm_medium=email
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  4. […] Collective Brainpower – Using social media to mobilize Millennials [05Jan11] Posted on January 6, 2011 by admin Clipped from simonmainwaring.com […]

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