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Charlene Li on Social Technology and Open Leadership Part 1

December 12, 2010 27 Comments

Reading Time: 4 minutes

Last week I had the great pleasure of catching up with a social media thought leader I really admire, Charlene Li. Founder of the Altimeter Group and author of Groundswell and Open Leadership, she’s been educating and inspiring the business world to use social technologies since they first emerged. As we head in to 2011 we discuss the critical role that a CEO or any leader must play if that organization is to profit from social technologies in the future.

SM: What inspired you to write about Openness?

CL: Well, it came from talking about the first book I wrote, Groundswell, and how new technologies are going to impact people. More and more people were saying, “I get it, I need to use these tools,” but they would still have a problem with giving up control. A secondary question came up after people accepted that they had to give up some control, that was a question of how much. The first time I heard that question I thought it was ridiculous, but the more I thought about it, the more I realized it was a good question. How open do you need to be? How open should you be to be successful?

SM: Was this concern equally true of B2B and B2C?

CL: Absolutely. It’s a universal concern. It wasn’t just something at the C suite level or CEO. This was a question I was getting asked across the board. It would manifest itself as discomfort with receiving negative comments or an uncertainty towards how to begin dialoguing in general. Nobody knew what to expect at the other end of things. It got to the point where people knew they accepted the fact that they had to do something, but didn’t have the right mindset. It had nothing to do with the technology and everything to do with the mindset.

SM: So how does a CEO then reconcile this tension between corporate hierarchy and distributed communication across social networks?

CL: The way to think about is that nothing is completely hierarchical or unstructured. The best conversations, in many ways, are those that are highly structured. If you think of the best discussion boards or meetings or communities that you’re in, they’re clearly defined as far as what their goals are or what you can expect to have happen when you come in for a conversation. When you go on to your blog, for example, you can expect a certain dialogue with the people who are there. Even though it is fairly free flowing, it’s not about everything under the sun, it’s fairly structured. The same thing goes with hierarchies. The hierarchies are there but the reality is that even in the most structured organizations things happen outside those hierarchies. It’s called work. So if there are going to be ways to be open and have dialogue, it needs to be defined, structured and have processed guidelines as well as a policy around it in order for them to be constructive.

SM:  Do you think companies need to fundamentally reorganize themselves?

CL: We look at five different organization structures. All of them can work very effectively. For structured companies we suggest they operate decentralized, while for the open companies who are going to have a lot of structure inside of them, a lot of the work should be done informally. The ideal structure doesn’t make sense because it has to take into account so many things from your environment to your value chain to the way people want to work with each other. It’s a much more nuanced thing than to insist every company has to be decentralized.

SM: The three models you talk about in the book are organic, centralized and coordinated. What are the other two?

CL:  One is more like a hub and spokes coordinated model, but it has multiple hub and spokes coming off the main one so you’d be distributing it out even more so from the center. There is a strong center, but there may be more hubs and spokes like a dandelion. The last one is something we call holistic where openness is embedded in everything everyone does. This idea that you be open with each other and with your customers and partners is embedded and imbued in the responsibilities of everyone in the organization.

SM:  From a process point of view where do you start?

CL: It doesn’t have to come from somebody who has been designated as an open leader. But I do believe that in order for an organization to be successful, it does need to come from the leadership at the top at some point because this is something that becomes so transformational. But it can begin anywhere, from IT to finance to customer service. A lot of time it begins in marketing, but it can begin anywhere.

SM: In your book you talk about how open leadership can make a company more profitable. How so?

CL: Again, it goes back to what leadership and what being open does. More than anything, it develops a relationship in a new way that you couldn’t do before. One of the best ways to think about relationships is in terms of lifetime value, especially for your customers. In the traditional sense when you think about lifetime value it’s simply how much a customer purchased and how much it cost to acquire and to retain them. But with some of the metrics we look at, especially with these new technologies, there are so many more ways to look at the relationship. For example referrals. You can actually see if you’re customers are saying things to you, if they’re introducing new customers to you. They may be providing support, and therefore reducing the costs of supporting other customers. It’s about taking these behaviors and assigning and understanding the value they create inside your organization and comparing and contrasting that to the existing things that you do today. As an executive, what you are tasked with in business doesn’t necessarily bring the bottom line in. Instead it’s saying, “I have limited time and resources and people to accomplish that. What’s the most effective way to do that?”  I think that if you have these new technologies and tools they can be very beneficial in helping you achieve those business goals.

Do you believe Ceos are genuinely embracing social media? And, if not, why?

Note: You can follow Charlene on twitter here, subscribe to here blog here, and order Open Leadership here.

READ MORE FROM SIMON MAINWARING!

27 responses to “Charlene Li on Social Technology and Open Leadership Part 1”

  1. deanholmes says:

    I still have to do the pre-release Blog Post Charlene sent me. Man I am late to this one… I will have to do a really great post for her. Talk soon bro.

  2. Definitely. Charlene is good people. Thanks, Dean

  3. Looking forward to reading part2!

  4. Wednesday, I promise. Hope all is well, Kevin, and happy holidays.

    Simon

  5. […] Charlene Li on Social Technology and Open Leadership Part 1 (simonmainwaring.com) […]

  6. 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=1744dcaaec

    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=1744dcaaec

    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=1744dcaaec

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

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

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

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

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

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

    “Mainwaring is an inspiring leader that truly understands the dynamics in
    play in the new world of business, online consumer behavior, and how they
    can collaborate to rethink and rework paths to true global renewal.” _Brian
    Solis Author of _Engage
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  7. 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=a67a9fd1ae

    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=a67a9fd1ae

    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=a67a9fd1ae

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

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

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

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

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

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

    “Mainwaring is an inspiring leader that truly understands the dynamics in
    play in the new world of business, online consumer behavior, and how they
    can collaborate to rethink and rework paths to true global renewal.” _Brian
    Solis Author of _Engage
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    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.
    Links:
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    Don’t want to receive these emails anymore? Bummer, but you can
    [7]unsubscribe instantly.
    [8]Become a fan on Facebook | [9]Follow We First on Twitter | [10]Connect
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    email
    Copyright © 2011 We First
    Links:
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    10. http://www.linkedin.com/groups/We-First-3717514?mostPopular=&gid=3717514&utm_source=We+First+Newsletter&utm_campaign=76f4f7ad1e-We_First_Newsletter_May_06_2011&utm_medium=email
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    We First book launch

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

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

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

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

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

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

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

    We First book tour and Broadcastr

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

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

    Using social media to build your brand

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

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

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

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

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

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

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

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

    Did someone forward this to you?
    [6]Subscribe here.
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    Don’t want to receive these emails anymore? Bummer, but you can
    [7]unsubscribe instantly.
    [8]Become a fan on Facebook | [9]Follow We First on Twitter | [10]Connect
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    email
    Copyright © 2011 We First
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  10. 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=Z3M266P3W3TF6BD1SF36VQTP23IB34ZEWPDSA&r&oid=152799671435098

    You are receiving this email from We First. We First has sent you this message through Facebook. If you no longer want to receive messages through Facebook, click the link below.
    http://www.facebook.com/o.php?k=83410d&u=100002433755389&mid=434c685G5af3a18a68fdG7717G7c
    Facebook, Inc. P.O. Box 10005, Palo Alto, CA 94303

  11. 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=Z3M266P3W3TF6BD1SF2XPWTPWQIB34ZEWPDVC&r&oid=152799671435098

    You are receiving this email from We First. We First has sent you this message through Facebook. If you no longer want to receive messages through Facebook, click the link below.
    http://www.facebook.com/o.php?k=7c3f9a&u=100002444135344&mid=434c6bdG5af3a228cbb0G769fG7c
    Facebook, Inc. P.O. Box 10005, Palo Alto, CA 94303

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    Links:
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    We First is here!

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

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

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

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

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

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

    A ‘We First Special’ Offer

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

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

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

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

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

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

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

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

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

    -Inc Magazine

    What is We First?

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

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

    TEDxSF: Watch Simon Mainwaring TEDx talk from this weekend

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

    Recent Articles in Mashable and AdAge

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

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

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

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

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

    Don’t want to receive these emails anymore? Bummer, but you can
    [13]unsubscribe instantly.
    [14]Become a fan on Facebook | [15]Follow We First on Twitter | [16]Connect
    with We First on Linked In
    [17]Subscribe | [18]Unsubscribe | [19]Privacy Policy | [20]Forward this
    email
    Copyright © 2011 We First
    Links:
    13. http://wefirstbranding.us2.list-manage.com/unsubscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=1744dcaaec&c=952bfa7746
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    We First is here!

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

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

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

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

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

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

    A ‘We First Special’ Offer

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

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

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

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

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

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

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

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

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

    -Inc Magazine

    What is We First?

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

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

    TEDxSF: Watch Simon Mainwaring TEDx talk from this weekend

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

    Recent Articles in Mashable and AdAge

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

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

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

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

    Did someone forward this to you?
    [12]Subscribe here.
    Links:
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    Don’t want to receive these emails anymore? Bummer, but you can
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    Copyright © 2011 We First
    Links:
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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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    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=1744dcaaec&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=1744dcaaec

  15. Having trouble viewing this email? Try it [1]in your browser.
    Links:
    1. http://us2.campaign-archive2.com/?u=c2c11b3d1aa1cbebf73b8730a&id=952bfa7746&e=a67a9fd1ae

    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=a67a9fd1ae&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
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    Links:
    1. http://us2.campaign-archive2.com/?u=c2c11b3d1aa1cbebf73b8730a&id=952bfa7746&e=a67a9fd1ae

    We First is here!

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

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

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

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

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

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

    A ‘We First Special’ Offer

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

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

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

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

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

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

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

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

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

    -Inc Magazine

    What is We First?

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

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

    TEDxSF: Watch Simon Mainwaring TEDx talk from this weekend

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

    Recent Articles in Mashable and AdAge

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

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

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

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

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

    Don’t want to receive these emails anymore? Bummer, but you can
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    email
    Copyright © 2011 We First
    Links:
    13. http://wefirstbranding.us2.list-manage.com/unsubscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=a67a9fd1ae&c=952bfa7746
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    We First is here!

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

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

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

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

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

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

    A ‘We First Special’ Offer

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

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

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

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

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

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

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

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

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

    -Inc Magazine

    What is We First?

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

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

    TEDxSF: Watch Simon Mainwaring TEDx talk from this weekend

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

    Recent Articles in Mashable and AdAge

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

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

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

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

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

    Don’t want to receive these emails anymore? Bummer, but you can
    [13]unsubscribe instantly.
    [14]Become a fan on Facebook | [15]Follow We First on Twitter | [16]Connect
    with We First on Linked In
    [17]Subscribe | [18]Unsubscribe | [19]Privacy Policy | [20]Forward this
    email
    Copyright © 2011 We First
    Links:
    13. http://wefirstbranding.us2.list-manage.com/unsubscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=a67a9fd1ae&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:
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    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=a67a9fd1ae&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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  19. 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=1744dcaaec&c=9a69e6ab24

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  20. 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=a67a9fd1ae&c=9a69e6ab24

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  21. Hi Everyone!

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

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

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

    We so appreciate your support, it means a lot. 

    – Simon Mainwaring

    ==============================================
    Unsubscribe from this list:
    http://wefirstbranding.us2.list-manage.com/unsubscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=a67a9fd1ae&c=f8453a109b

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  22. 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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    [12]Become a fan on Facebook | [13]Follow We First on Twitter | [14]Connect
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    Copyright © 2011 We First
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    Links:
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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=1744dcaaec&c=d32cacc983
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    14. 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
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    17. http://wefirstbranding.com/privacy-policy?utm_source=We+First+Newsletter&utm_campaign=d32cacc983-We_First_Newsletter_July_15_20117_15_2011&utm_medium=email
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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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    Links:
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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:
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Simon Mainwaring

Reading Time: 1 minutesSimon Mainwaring is the founder of We First, a leading brand consultancy that provides purpose-driven strategy, content, and training that empowers companies to lead business, shape culture, and better our world.

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