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Top ten things brands forget in their rush to Social Media.

June 9, 2009 32 Comments

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1. BE HUMAN
No matter what you say, or where you say it, people won’t hear you unless they can see themselves in your brand. So speak from a human truth. It can be funny, thoughtful, serious or stupid. That’s how people really are. If you don’t, you and your potential customer might as well be two deaf people shouting at each other.

2. TO REACH SOMEONE’S HEAD, GO THROUGH THEIR HEART
Facts are only useful as proof points for emotion. Emotion establishes connection and gets people to care. Once they care – care to laugh, care to cry, care to consider your suggestion – they will change their behavior. Once a few people do that, others will follow. What they share isn’t your product, it’s why they care.

3. FIND OUT WHO YOU ARE SO OTHERS CAN TOO
People can’t like you if they don’t know who you are. They can’t know who you are if you don’t show them. You can’t show them unless you know yourself. If you don’t know yourself, that’s kind of crazy (which explains a lot of brand behavior). So stop wasting money until you find out what’s authentic to your brand.

4. ALWAYS BEGIN AT THE END
Assume what you want to prove. If a brand is what it says it is, it shouldn’t have to prove it. So as an expert in value, products or service, act and speak that way. Then potential customers will relate to you on that assumption and your work is half done. (Two good examples are all the banks now telling us they’re “new” and the overnight “Re:invention” of GM.)

5.SIMPLICITY IS THE KEY TO COMPLEXITY
Even if you only have 140 characters, start with a big idea (Eminem’s Twitter campaign that created a fictional psych ward to launch his new album, ‘Relapse’ is a good example). Big ideas have “legs”. That means they’re based on a fundamental human truth and expressed in emotional terms so they can play out across all media equally well. So spend your time focusing on the big, simple idea rather than trying to reverse engineer out of social media. Brands don’t build networks, people do. Social media is just another tool.

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6. TELL YOUR BRAIN TO LISTEN TO YOUR GUT
In real life, you know what to say and when to say it. Advertising, and social media, are no different. So let your gut be your guide (your brain can swoop in later and tell everyone it was his or her idea). Until then, don’t over-think, over-work or over-analyze. It only gets in the way.

7. LESS TIME MEANS MORE FUN
Instantaneous communication is stressful. Especially when you have something to say and no time to think of an idea. So to get heavy lifting done, stay light in your head. The big idea you’re looking for is right in front of you waving its arms. Relax. Play. Be stupid. In fact, grab stupid by the hand and go for a run. You’ll be amazed where it takes you. And when you stub your toe on something, stop and look around. Big ideas are hard to miss.

8. NOT HAVING THE IDEA IS PART OF HAVING THE IDEA
It’s hard enough to have a good idea without the ground shifting underneath you all the time. But that isn’t going to change (ever), especially with social media. So accept frustration as part of the process. So if you want to pin that tail on the donkey with your big idea, keep in mind that donkey is now running.

9. SAY THE SAME THING IN DIFFERENT WAYS
Once you know who your brand is and what you want to say, be consistent. People need consistency before they can trust you. So say what you want, in any media you like, but keep saying the same thing using the same brand voice. Then people that like you will tell their friends and they will become your advertising.

10. THE PAST IS NO GUIDE TO THE FUTURE
Any half decent idea is successful because it resonates in pop culture. It does so because it reflects a cultural blend unique to that moment. That moment is now gone. So don’t look back, over your shoulder or copy someone else. Instead stand on your tiptoes to see as far ahead as you can. What you spy will give you an idea. That idea can be seeded into culture even as its emerging. The idea will then feel innate to where things are headed and no one will feel like they’re being sold.

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READ MORE FROM SIMON MAINWARING!

32 responses to “Top ten things brands forget in their rush to Social Media.”

  1. Chuck says:

    Being a social media expert is not just knowing what to do and when to do it, this is the steps that are taken to ensure your online social image is given some thought and exposed in favor for the brand before it’s public release.

    In the end, you are right, it will benefit the brand much much more.

  2. Chuck says:

    Being a social media expert is not just knowing what to do and when to do it, this is the steps that are taken to ensure your online social image is given some thought and exposed in favor for the brand before it’s public release.

    In the end, you are right, it will benefit the brand much much more.

  3. admin says:

    Thanks Chuck. I agree. It’s simply a case of remembering the fundamentals even when communicating in real time using social media. That way, whatever time, money and messaging you invest in the brand will reap dividends long term. Thanks.

  4. admin says:

    Thanks Chuck. I agree. It’s simply a case of remembering the fundamentals even when communicating in real time using social media. That way, whatever time, money and messaging you invest in the brand will reap dividends long term. Thanks.

  5. Brad Mays says:

    Some of the best, most concise, clear-headed thinking I’ve seen on the topic. For those wrapped up in trying to do this every day, it’s good to step back and breathe. I’d pick a favorite, but they are all good. Great stuff.

  6. Brad Mays says:

    Some of the best, most concise, clear-headed thinking I’ve seen on the topic. For those wrapped up in trying to do this every day, it’s good to step back and breathe. I’d pick a favorite, but they are all good. Great stuff.

  7. admin says:

    Thanks Brad. I agree its easy to get lost in the hurry to take advantage of social media. Jonah Bloom of Ad Age actually did a great column on how the last thing we need is social media silos and ad agencies stuffing social media into the traditional advertising sausage. Basic principles like those above must be applied with freedom unique to the nature of social media. Otherwise it won’t be nearly as effective a tool as it could be. Thanks for the contribution. Simon

  8. admin says:

    Thanks Brad. I agree its easy to get lost in the hurry to take advantage of social media. Jonah Bloom of Ad Age actually did a great column on how the last thing we need is social media silos and ad agencies stuffing social media into the traditional advertising sausage. Basic principles like those above must be applied with freedom unique to the nature of social media. Otherwise it won’t be nearly as effective a tool as it could be. Thanks for the contribution. Simon

  9. Jeanine orci says:

    LLLLLoved this!

  10. Jeanine orci says:

    LLLLLoved this!

  11. […] Top ten things brands forget in their rush to Social Media. […]

  12. […] Top ten things brands forget in their rush to Social Media. […]

  13. I really like this list, good job!

  14. I really like this list, good job!

  15. Vince says:

    Hey Simon, this top ten list is fantastic. These are all excellent recommendations and things that can be easily implemented. I think having that personal touch is something that is important, especially when you are trying to reach as many people and be efficient using social media. You can post this to our site http://www.toptentopten.com/ and link back to your site. We are trying to create a directory for top ten lists where people can find your site. The coolest feature is you can let other people vote on the rankings of your list.

  16. Vince says:

    Hey Simon, this top ten list is fantastic. These are all excellent recommendations and things that can be easily implemented. I think having that personal touch is something that is important, especially when you are trying to reach as many people and be efficient using social media. You can post this to our site http://www.toptentopten.com/ and link back to your site. We are trying to create a directory for top ten lists where people can find your site. The coolest feature is you can let other people vote on the rankings of your list.

  17. admin says:

    Thanks Vince. I posted it on your site. Love the idea of a top ten gallery. Good to be in touch. Simon

  18. admin says:

    Thanks Vince. I posted it on your site. Love the idea of a top ten gallery. Good to be in touch. Simon

  19. Interestingly, all of this advice could also apply to effective teaching. In fact, what's wrong with a lot of education and training is that is does not follow principles like these.

    In a nutshell, in the classroom – as in the new media world – it all starts and ends with the human relationship between the teacher/facilitator and the student/participant. You can ignore this fact all you like, but it will never go away and everything that “works” will have worked because a real relationship (or real relationship moment) arose. And everything else will simply have been wasted time. Life's too short for that.

  20. Thanks, Eric, and totally agree. in some way we are simply remembering what we already learned (I think Plato said that first, though). I believe social media is teaching us to be human again and that means the ability to build relationships is now a skill set business must lear. It's all very exciting and bodes well for business if they too build relationships. Thanks, Eric.

  21. Great list, but “Facts are only useful as proof points for emotion”?? Er, only to marketers!

  22. Fair point. Thanks for the feedback. Simon

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    • How to shift our thinking and behavior to better serve the interests of
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    • How brands and customers work together to have a positive impact through
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    • How companies can make money from social media by building communities
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    others and our own.

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    Over the next few weeks I’ll be traveling a lot talking about the We First
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    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:

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    Using social media to build your brand

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

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

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

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

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

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

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

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

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    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.

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    world desperately needs new ideas that can improve the lives of others and
    ourselves. Thank you so much for your support and for sharing the message.

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

    A ‘We First Special’ Offer

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

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

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

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

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

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

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

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

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

    -Inc Magazine

    What is We First?

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

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

    TEDxSF: Watch Simon Mainwaring TEDx talk from this weekend

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

    Recent Articles in Mashable and AdAge

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

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

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

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

    Did someone forward this to you?
    [12]Subscribe here.
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    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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  27. 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=2c65368c10&c=9a69e6ab24

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    http://wefirstbranding.us2.list-manage.com/profile?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=2c65368c10

  28. Hi Everyone!

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

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

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

    We so appreciate your support, it means a lot. 

    – Simon Mainwaring

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

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

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

    #5 on the New York Time Hardcover Business bestseller list

    #2 on the Wall Street Journal Business bestseller list

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

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

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

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

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

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

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

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

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

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

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

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

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

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

    By Beth Kanter

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

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

    Did someone forward this to you?
    [10]Subscribe here.
    Links:
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    Don’t want to receive these emails anymore? Bummer, but you can
    [11]unsubscribe instantly.
    [12]Become a fan on Facebook | [13]Follow We First on Twitter | [14]Connect
    with We First on Linked In
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    email
    Copyright © 2011 We First
    Links:
    11. http://wefirstbranding.us2.list-manage.com/unsubscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=2c65368c10&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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    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
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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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