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Why brands must start caring about something other than themselves

October 25, 2010 121 Comments

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Image: ChakraBodyYoga

Millennials are often seen to as the Holy Grail of marketing partly because of their disposal income and partly because their tech-savvy means they can be reached in so many ways. The biggest mistake brands make, however, is to think they reach Millennials through technology.

According to this new survey from the Pivot Center, the answer is cause marketing. Almost two-thirds of the respondents to the poll agreed that green and socially conscious initiatives were one of the top factors that differentiated Millennials from other demographic and psychographic groups.

The fastest way to reach Millennials is not through twitter, Facebook or any one of the location-based services, but through their hearts and minds by adding meaning to their lives.

It’s easy to dismiss this assertion as obvious or redundant. But judging by the number of companies whose social media workshops and seminars focus solely on the  technology rather than on the engagement it enables, it seems that much of the marketing world is mistaking the map for the landscape.

What’s critical is how these technologies connect shared values between brands and Millennials. Of course quantifying this isn’t easy. Effective formulas to measure return on investment (ROI) on social media campaigns for brands are just emerging. Measuring a meeting of hearts and minds is even harder.

Yet brands that fail to re-frame their thinking around relationships rather than returns will never understand or emulate the success of the Pepsi Refresh Project, Nike Livestrong/Chalkbot campaign or Ford’s ‘Invisible People’ initiative.

Rather than focus on what brands can sell using social media, companies must focus on how they can serve their community by investing in what Millennials care about. Do that and brands will not only be relevant to their lives but their community will work with them to achieve common goals.

That doesn’t mean brands have to be serious or sanctimonious all the time. Look at Ben Stiller’s Stillerstrong or the new comedy campaign for Malaria No More. Seen with an open mind, cause marketing represents a fantastic opportunity for brands to breath fresh air into their own voices and earn customer loyalty all over again. In short, brands need to “Wake Up, Lighten Up and Step Up” to the contribution they could be making to social issues and their own brands. (I just put it that way ’cause it seemed fun.)

It says something about past marketing strategies that we must now make a case for the simple proposition that brands must do something good for their communities for customers to like them. Report after report tells us that consumers, including Millennials, want brands to build a better world, not just better widgets. Those that do will profit (in every sense of the word) exponentially, and those that don’t will continue to stare at their number of twitter followers, Facebook fans, ROI formulas or P&L breakdowns looking for answers that just aren’t there.

Do you think brands are finally waking up to their role as contributors? Or do you think companies only ever make such efforts disingenuously?

Image: eMarketer

READ MORE FROM SIMON MAINWARING!

121 responses to “Why brands must start caring about something other than themselves”

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    Special announcement from We First!

    The first ever
    We First Social Branding Seminar!

    We are super excited to announce the first We First Social Branding Seminar to be held in Los Angeles, in February 2012. This two day training event with Simon Mainwaring has been specifically designed to enable Fortune 500 brands, non-profits, social entrepreneurs, starts-ups and personal brands to master both brand storytelling and social technology to build their profits and positive impact. Check out the [2]Social Branding Seminar registration page now for information and to sign up for our special early bird ticket price.
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    To the We First Community:

    Firstly, thanks so much for your ongoing support of We First. It’s an
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  6. Hi Devin,

    Simon here from We First.

    First of all, thanks for being a part of the We First community. It’s not something we take for granted and we recognize that, like us, you’re passionate about building businesses that create a better world. That’s why we wanted to make sure that you’re among the first to hear about the first ever [1]We First Social Branding Seminar. Registration has just started and places are limited.
    Links:
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    So we’d love you to join us February 1st and 2nd, 2012 for a 2-day live training seminar in Los Angeles. The event is designed to ensure that you master brand storytelling and social technology specific to your business so that you can build your brand, its community and have the positive impact you want.
    After this training experience, you’ll walk away with:
    * How to DEFINE YOUR BRAND, its MESSAGE and its PURPOSE to resonate with customers
    * How to ARCHITECT A COMMUNITY that builds your business with you
    * How to MARKET YOUR BRAND to inspire customer goodwill, loyalty and profits
    * Where to start with SOCIAL MEDIA, what TOOLS to use and how to INTEGRATE
    THEM
    * What social media STRATEGIES and TACTICS will achieve your business
    goals based on BEST PRACTICES, CASE STUDIES and ROI
    * How to SELL YOUR SOCIAL MEDIA PLAN to leadership, employees and
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    * How to MAINTAIN AND GROW YOUR COMMUNITY while keeping up with new
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    Right now, we are offering a special early bird registration price of $1997
    only through the end of November. Just visit [2]www.wefirstseminar.com to
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    See you there!

    Simon, Founder, We First

    PS. I wanted to share this 5-minute training video with you as a thank you
    and a tiny preview of what’s in store for you at the seminar. Enjoy!

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  7. For some reason, everyone got called “Devin.” Although it’s a lovely name, we’re fixing it. Thanks for understanding.
    Simon aka. Devin ☺

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  8. 2012 is hurtling towards us already. Hard to believe, right?

    If one thing is going determine the success of your company or brand next year, it’s how you master social business. That’s not just my opinion. It’s all around us.

    That’s why we’re doing the [1]We First Social Branding Seminar. To provide you with a practical and actionable [2]SOCIAL BRANDING BLUEPRINT specific to your business that ensures your success next year. And now, two world-class experts are joining the event.
    Links:
    1. http://www.wefirstseminar.com?utm_source=We+First&utm_campaign=4291bd83a2-We_First_Newsletter11_29_2011&utm_medium=email 2. http://wefirstseminar.com?utm_source=We+First&utm_campaign=4291bd83a2-We_First_Newsletter11_29_2011&utm_medium=email
    [3]Carol Cone is the Global Vice Chairman of Edelman Business + Social Purpose. No one understands how to reach next year’s customer better than Carol. No one has deeper research into where business is headed. Links:
    3. http://www.edelman.com/news/ShowOne.asp?ID=242&utm_source=We+First&utm_campaign=4291bd83a2-We_First_Newsletter11_29_2011&utm_medium=email
    [4]Robert Tercek is one of the world’s most polific creators of breakthrough interactive content, having held executive leadership positions at OWN: The Oprah Winfrey Network, Sony Pictures Entertainment and MTV: Music Television. He’s a sought after around the globe for his insights into where
    media and marketing is headed.
    Links:
    4. http://roberttercek.com/biography?utm_source=We+First&utm_campaign=4291bd83a2-We_First_Newsletter11_29_2011&utm_medium=email

    Make no mistake. This seminar is a two-day, deep dive into real-world case
    studies, best practices and bottom line benefits of the world’s smartest
    brands.

    Plus _every attendee gets an extra ticket to invite his or her favorite
    non-profit for free_.

    I’m sharing this now because _early bird pricing is ending,_ and I don’t
    want you to miss out.

    Go to [5]WeFirstSeminar.com now for information and to register.
    Links:
    5. http://www.wefirstseminar.com?utm_source=We+First&utm_campaign=4291bd83a2-We_First_Newsletter11_29_2011&utm_medium=email

    I hope Thanksgiving was great and here’s to your success next year.

    Simon

    PS: In case you missed it, here’s a quick free video that gives insight into
    the training.

    [6]
    Links:
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  9.                

    It was a beneficial workout for
    me to go through your webpage. It definitely stretches the limits with the mind
    when you go through very good info and make an effort to interpret it properly.

     

  10. Thanks so much. Simon

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    Happy Holidays from everyone at We First

    We can’t thank you enough for the support, friendship and feedback this year. The book’s launch and reception was a success, and that gave us a chance to share ideas that will hopefully improve the lives of others. So consider yourself royally hugged (Aussie expression) and we hope you have a restorative break and a fantastic New Year’s celebration.

    How your brand succeeds in 2012

    The purpose of the [2]We First Social Branding Seminar is to provide training and insights critical to your success in 2012. This includes mastery of brand storytelling and social technology so that you walk out with a Social Branding Blueprint specific to your business that you can act on. That way you can architect a community that builds your business with you. So [3]register now to save and get an extra ticket to invite your favorite non-profit for free.
    Links:
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    Three Exciting Sponsors for the We First Seminar

    We First is grateful for the support of three great sponsors for the We
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    Links:
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    traditional advertising. Consumers share SocialVibe engagements with their
    friends and bring brands into the conversation, inspiring them to make
    contributions to causes customers care about. For more information, [5]click
    here.
    Links:
    5. http://www.socialvibe.com?utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email

    HP
    HP: HP Graphic Arts provides commercial, industrial and large format
    printers for designers, architects, engineers, and print service providers.
    The HP Graphic Arts Solutions enable Print Service Providers and Design
    Professionals to develop new digital applications for the creation, printing
    and distribution of postage stamps to building wraps, and everything in
    between. To discover all that HP Graphic Arts can do, [6]click here.
    Links:
    6. http://h10088.www1.hp.com/cda/gap/display/main/index.jsp?zn=gap&cp=20000_4041_100&jumpid=ex_r11400_us/en/ga/IPG/_ps_g_hpgraphicarts/GraphicArtsPhrase&k_clickid=AMS%7C41a2e015-42a1-3748-8a3e-000040e2ae09&utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email

    Two world-class additions to the We First Social Branding Seminar line-up

    At We First, we believe we are smarter and more effective when we work
    together. That’s why we’re so excited to announce that two world-class
    experts in the fields of research, consumer behavior, cause marketing, new
    media and customer engagement will be joining us.

    Carol Cone Carol Cone is the Global Vice-Chair at Edelmen for Business and
    Social Purpose. From 1980–2010 she was the Founder, CEO and Chairman of
    Cone, Inc., recognized as the nation’s leading cause-branding consultancy.
    In her new leadership position at Edelman, the world’s largest PR firm, she
    provides strategic counsel to clients on the development of purpose, social
    issues and public engagement strategies, as well as corporate and brand
    citizenship. Carol has a deep commitment to innovative research with
    consumers, executives and employees. She works with the firm’s leadership to
    apply insights from Edelman’s annual GoodPurpose™ global consumer study and
    its Trust and Health Engagement Barometers to client assignments, reports
    and proprietary methodologies.

    Carol’s recognitions include: 100 Most Influential People in Business
    Ethics, Ethisphere Magazine, 2007; 25 Most Powerful Professionals in the
    Communications Industry, PRWeek, 2007; Changing the Game Award, Advertising
    Women of New York, 2007; Lifetime Achievement Award, PR News, 2005; 50 Most
    Powerful Women in Public Relations, PRWeek; and Entrepreneur of the Year,
    Arthur Young/Venture Magazine.

    We’re incredibly excited to include her expertise at the We First Social
    Branding seminar, and we guarantee you won’t want to miss what she has to
    share for your business.

    Robert Tercek Robert Tercek is the chairman of the Creative Visions
    Foundation, the host of THIS WEEK IN SOCIAL MEDIA, and the former President
    of Digital Media for OWN: The Oprah Winfrey Network. We’ve been associated
    with Robert as a colleague and speaker for many years, always admiring his
    incredible insight and vision as to what we can expect from the future of
    media. Like Carol, he comes with world-class expertise and credentials.

    Robert is Hollywood’s most prolific creator of interactive entertainment. In
    2009, he was named one of the “25 Executives to Watch” by Digital Media
    Wire. Variety has named him one of the “Digital Dozen” most influential
    players in new media. The Industry Standard dubbed him a “TV Anarchist”.

    His 22-year career is marked by achievements which include several
    milestones: the first multichannel television service in Asia (STAR TV in
    1991); the first multiplayer Java games on the Web (Sony, 1997); the first
    interactive game shows on US Television (Sony, 1999); the world’s first
    streaming video service on mobile phones (PacketVideo and NTT DoCoMo’s
    V-Live, 2001); the largest audience for live interactive video events on the
    web (Oprah Winfrey’s 2009 web casts); the most popular free book download in
    history (Suze Orman on Oprah.com, 2009).

    Robert also served in executive leadership roles at major media companies–
    as Senior Vice President of Digital Media at Sony Pictures Entertainment and
    earlier as Creative Director at MTV: Music Television. He also co-founded
    five startup ventures, including 7th Level, Inc that went public in 1993.

    Current Events Links

    Technology:

    _Apple’s Self-Check-Out_
    [7]http://www.psfk.com/2011/12/so-far-so-good-on-apples-self-checkout-system
    -headlines.html
    Links:
    7. http://www.psfk.com/2011/12/so-far-so-good-on-apples-self-checkout-system-headlines.html?utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email

    _Social Folders_
    [8]http://lifehacker.com/5866029/socialfolders-syncs-your-online-social-medi
    a-accounts-with-your-desktop
    Links:
    8. http://lifehacker.com/5866029/socialfolders-syncs-your-online-social-media-accounts-with-your-desktop?utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email

    Brands and Social Media:

    _LivingSocial IPO_
    [9]http://www.socialfish.org/2011/10/facebooks-catalogue-of-failures.html
    Links:
    9. http://www.businessinsider.com/livingsocial-delays-ipo-raises-400-million-2011-12?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+businessinsider+%28Business+Insider%29&utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email

    _McDonalds Crowdsourcing_
    [10]http://www.psfk.com/2011/12/mcdonalds-crowdsources-short-films-to-promot
    e-mcbites.html
    Links:
    10. http://www.psfk.com/2011/12/mcdonalds-crowdsources-short-films-to-promote-mcbites.html?utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email

    _News Gaming_
    [11]http://www.psfk.com/2011/12/location-aware-app-gamifies-hyperlocal-news-
    reporting-future-of-gaming.html
    Links:
    11. http://www.psfk.com/2011/12/location-aware-app-gamifies-hyperlocal-news-reporting-future-of-gaming.html?utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email

    Social good:

    _Steps to Sustainability_
    [12]http://www.npr.org/blogs/13.7/2011/12/04/143112292/sustainability-in-a-m
    illion-small-steps-real-estate-included?ft=1&f=1057
    Links:
    12. http://www.npr.org/blogs/13.7/2011/12/04/143112292/sustainability-in-a-million-small-steps-real-estate-included?ft=1&f=1057&utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email

    _Fighting Global Poverty_
    [13]http://www.huffingtonpost.com/jeffrey-sachs/challenges-at-the-cutting_b_
    1127867.html
    Links:
    13. http://www.huffingtonpost.com/jeffrey-sachs/challenges-at-the-cutting_b_1127867.html?utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email

    Global Economy:

    _Iceland’s Opportunity_
    [14]http://www.psfk.com/2011/12/how-iceland-has-turned-misfortune-into-oppor
    tunity.html
    Links:
    14. http://www.psfk.com/2011/12/how-iceland-has-turned-misfortune-into-opportunity.html?utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email

    _Occupy Aftermath_
    [15]http://buswk.co/vGLsDD
    Links:
    15. http://www.businessweek.com/finance/occupy-wall-street/archives/2011/12/no_tents_no_cameras_no_audience_no_occupy.html?utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email

    We First Seminar Gives Back

    We First is committed to embodying the values presented in Simon’s book,
    speeches and trainings. Specifically, every facet of our business
    contributes in some way to scaling social change. To that end, every paid
    registration to the We First Social Branding Seminar, comes with a free
    ticket to invite a non-profit guest.

    The goal of this program is to provide the non-profit community important
    training to scale fundraising and branding success, and also ensures that
    each attendee gets to make an important contribution just by attending. So
    register now, choose a favorite non-profit to invite, and access the best
    available training in social branding while making a difference and
    contributing to positive social change.

    [16]Register Now
    [17]Invite a Non-Profit
    Links:
    16. http://www.wefirstseminar.com?utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email
    17. http://www.wefirstseminar.com/nonprofitregistration?utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email

    Marina del Rey Seminar location: the beautiful Marriott Marina del Rey.
    [18]Twitter4 [19]facebook [20]Linked in [21]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:
    18. http://twitter.com/simonmainwaring?utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email
    19. http://www.facebook.com/wefirst?utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email
    20. http://www.linkedin.com/groups/We-First-3717514?mostPopular=&gid=3717514&utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email
    21. http://www.youtube.com/WeFirstTV?utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email

    Did someone forward this to you?
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    26. http://www.linkedin.com/groups/We-First-3717514?mostPopular=&gid=3717514&utm_source=We+First&utm_campaign=7307289dcb-Happy_Holidays_from_everyone_at_We_First12_22_2011&utm_medium=email
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  12. Hi Disqus.

    Happy new year. I hope you had a great break with your family.

    I just wanted to let you know that the New Year Special for the We First Seminar ends this week. Obviously, I would love you to join us as it will add so much value to your business, but I also want you to get the best price possible.
    So if you go to http://www.wefirstseminar.com right now to register, just enter the code NEWYEAR, and you’ll get 50% off the registration price.
    You’ll still get world-class experts like Carol Cone, Robert Tercek and myself working directly on building your Social Branding Blueprint. Plus you get an extra ticket to invite your favorite non profit for free.
    Consider yourself royally hugged (Aussie expression) and register now so you don’t miss out on this fantastic new year deal.
    Happy New Year!

    Simon
    ==============================================
    You are receiving this email because of your interest in We First.

    Unsubscribe from this list: http://wefirstbranding.us2.list-manage1.com/unsubscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=44079ab51c&c=0606d1eaa2
    Our mailing address is:
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    Our telephone:
    310-878-4418

    Forward this email to a friend:
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  13. Hi Disqus,

    I wanted to send a quick note to remind you that the New Year Special on the We First Social Branding seminar ends today.
    You get half off just by entering the code NEWYEAR when you register at http://www.wefirstseminar.com.
    Plus you still get an extra ticket to invite your favorite non-profit for free.
    I wanted to remind you because Robert Tercek, Carol Cone and I are really excited to work with you on your Social Branding Blueprint for 2012. So register now and don’t miss the special price.
    Here’s to an amazing 2012!

    Simon
    ==============================================
    You are receiving this email because of your interest in We First.

    Unsubscribe from this list: http://wefirstbranding.us2.list-manage2.com/unsubscribe?u=c2c11b3d1aa1cbebf73b8730a&id=2070b1166e&e=44079ab51c&c=ff50ae9d6d
    Our mailing address is:
    We First
    1223 Wilshire Blvd.
    #1730
    Santa Monica, California 90403-5400

    Our telephone:
    310-878-4418

    Forward this email to a friend:
    http://us2.forward-to-friend.com/forward?u=c2c11b3d1aa1cbebf73b8730a&id=ff50ae9d6d&e=44079ab51c

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  14. Having trouble viewing this email? Try it [1]in your browser.
    Links:
    1. http://us2.campaign-archive1.com/?u=c2c11b3d1aa1cbebf73b8730a&id=9324c95d60&e=44079ab51c
    The Social Branding Blueprint

    Social Media Blueprint

    A tough economy is now part of our daily business lives. Meanwhile social technology is changing business models, profit centers and customer engagement. If you want to stay relevant and profitable in this business world, you must master the skills that ensure your brand keeps pace with the marketplace.

    That’s why we’re holding the [2]We First Social Branding Seminar and that’s why we’ve spent months putting together a Social Branding Blueprint. It allows you to fast track this process with world-class expertise and support. The result is an 80+ page blueprint that is an actionable plan for 2012 to build your brand awareness, profits and positive impact. Links:
    2. http://www.wefirstseminar.com?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email
    As a preview, here are the 8 Modules we will take you through to ensure your brand is clearly defined and that its story is told the right way to connect
    with customers so that your social media efforts actually build your
    customer community and profits.
    * _New Marketplace:_ Global Economy, Social Technology, Connected
    Customers
    * _Brand Definition:_ Purpose, Storytelling
    * _Brand Personality:_ Listening, Speaking
    * _Brand Alignment:_ Adoption, Integration
    * _Brand Community:_ Partnership, Contribution
    * _Brand Communication:_ Engagement, Measurement
    * _Brand Maintenance:_ Momentum, New Media
    * _Brand Management:_ Leadership, Vision

    What such a blueprint is worth to your business can’t be overstated.
    Especially when you consider the time/dollar cost of trying to do it
    yourself (on top of all your other daily demands!), the benefits of having
    Simon, Carol Cone and Robert Tercek as support, and the money you won’t
    waste on ineffective branding or social media engagement.

    As a special offer to the We First community, if you register by January
    25th with the special code WEFIRST at checkout, you’ll get a free One-on-One
    Intensive (1 hour) with Simon Mainwaring where you’ll work together on your
    specific brand and its challenges. And remember, every registration includes
    an extra ticket so you can invite your favorite non-profit for free.

    Please don’t wait as there are only 20 places left, and this is the last
    week before registrations close. So we look forward to seeing you there and
    building your brand together.
    [3]Click Here to Register
    Links:
    3. http://www.wefirstseminar.com?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email

    UN Foundation joins the We First Seminar as a Premier Sponsor

    We First is proud to announce that the UN Foundation has joined us as a
    premier sponsor for our February 1st Social Branding Seminar in California.
    The UN Foundation will be hosting a panel discussion and providing lunch for
    all attendees on day two of the seminar, February 2nd.

    The work of the UN Foundation could not be more important. It takes all
    nations and all sectors to make real progress on the most important and
    far-reaching international challenges. The UN Foundation is an advocate for
    the UN and a platform for connecting people, ideas and resources to help
    solve global problems. It builds partnerships, grows constituencies,
    mobilizes resources and advocates policy changes to support the UN’s work
    for individual and global progress. The main issue areas that the Foundation
    addresses are child health, climate change & energy, sustainable
    development, technology, women and population, and supporting the United
    Nations. Some of the biggest global campaigns that the UN Foundation has
    been involved in include Nothing But Nets, the Measles Initiative, Better
    World Campaign, and Climate Change, amongst others. They are also active in
    youth engagement and efforts to rebuild Haiti. To learn more, [4]click here.
    [5]United Nations Foundation
    Links:
    4. http://www.unfoundation.org?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email
    5. http://www.unfoundation.org?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email

    Current Events Links

    Technology:

    [6]Google Launches New Site With Resources for the 2012 Presidential
    Election
    Links:
    6. http://mashable.com/2012/01/02/google-launches-new-site-2012-presidential-election?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email

    [7]Are Text Messages Declining Worldwide?
    Links:
    7. http://www.psfk.com/2012/01/are-text-messages-declining-worldwide-headlines.html?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email

    Brands and Social Media:

    [8]3 New Digital Tools for Making Connections
    Links:
    8. http://mashable.com/2012/01/01/digital-tools-making-connections?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email

    [9]The Top Ten Digital Brands of 2011
    Links:
    9. http://www.psfk.com/2012/01/top-ten-digital-brands-of-2011-headlines.html?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email

    Social good:

    [10]The GOOD Microphilanthropy Challenge Wrap-Up
    Links:
    10. http://www.good.is/post/the-good-microphilanthropy-wrapup-pass-it-on?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email

    [11]Facebook Helps Match Kidney Donors And Recipients
    Links:
    11. http://www.huffingtonpost.com/2012/01/01/for-some-in-need-facebook_n_1178645.html?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email

    Global Economy:

    [12]2012, a Better Year– Unless Europe’s Debt Blows it Up
    Links:
    12. http://www.npr.org/2012/01/01/144477150/2012-a-better-year-unless-europes-debt-blows-it-up?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email

    [13]10 Reasons Why the American Economy is Awesome
    Links:
    13. http://www.businessinsider.com/10-reasons-why-the-american-economy-is-awesome-2011-12?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email

    [14]Wine, Dine and Refine: Intimate Branding Intensive
    Links:
    14. https://wut89066.infusionsoft.com/cart/?product_id=14&utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email

    Marina del Rey

    What better way to unwind after the first day of the We First Social
    Branding Seminar than with a fantastic dinner by the water at sunset! Be a
    part of the seminar during the day then join Simon Mainwaring, and our
    special guest speakers, Carol Cone and Robert Tercek, for a private evening
    event that doubles as an Intimate Branding Intensive to troubleshoot your
    brand.

    The stunning Café del Rey is just a 10-minute walk from the Marina del Rey
    Marriott and the dinner starts at 6pm on February 1st.

    Unfortunately the private dining room only accommodates 40 guests so book
    your place right away. We look forward to raising a glass to your success!

    Your ticket includes:
    * Sunset Welcome with complimentary wine and beer selections from 6:00 –
    6:30pm
    * Gourmet 3-course meal in private dining room with gorgeous Marina views
    * Personal access to Simon Mainwaring, Carol Cone and Robert Tercek
    * New friends and acquaintances with whom to share and refine your brand’s
    story.

    Date: February 1st, 6pm
    Address: 4451 Admiralty Way, Marina Del Rey
    Price: $200
    Limit: 40 guests

    [15]Click here to complete your registration
    Marina del Rey
    [16]Twitter4 [17]facebook [18]Linked in [19]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:
    15. http://www.wefirstseminar.com?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email
    16. http://twitter.com/simonmainwaring?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email
    17. http://www.facebook.com/wefirst?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email
    18. http://www.linkedin.com/groups/We-First-3717514?mostPopular=&gid=3717514&utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email
    19. http://www.youtube.com/WeFirstTV?utm_source=We+First&utm_campaign=9324c95d60-We_First_January_17_20121_17_2012&utm_medium=email

    Did someone forward this to you?
    [20]Subscribe here.
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    Thanks to you, the We First Social Branding Seminar was a success!

    On February 1st and 2nd, the first We First Social Branding Seminar brought together 142 brands for a 2-day workshop that took each company from brand definition, through storytelling, to social media rollout and leadership for the future. It turned out to be an amazing event, and we appreciate all the support of our community.

    Thanks to the wonderful sponsors and attendees, the event supported over 40 non-profits whose important work addresses everything from cancer research to ocean clean up to child literacy. These organizations were able to join the We First Social Branding Seminar free of charge and participate in the social branding blueprint and training process.

    The fantastic sponsors included the United Nations Foundation, Causecast, HP, SocialVibe, Radian6, CSRWire, PRNewsire, Social Media Monthly, GOOD magazine, Project 7 and Chico Bags.

    To check out some pictures from the event [2]click here. It seems this time, 142 was a magic number. Join us next time to be a part of the magic at the
    next event.
    Links:
    2. http://simonmainwaring.com/future/pics-from-the-we-first-social-branding-seminar?utm_source=We+First&utm_campaign=f760952f58-&utm_medium=email

    Why the Future looks very bright for Facebook

    The Facebook IPO is set to exceed even stratospheric predictions over the
    past few weeks, with private equity firms estimating its valuation will
    exceed the $100 billion dollar mark. For those that scratch their head at
    such a valuation, here are a few points to consider:
    * 9 in 10 online Americans are on social networks.
    * Facebook was the #1 visited website in 2010 with 8.93% of all U.S.
    visits.
    * People on Facebook install 20 million applications a day in the network.
    * 250 million people engage with Facebook on external websites every
    month.
    * 2.5 million websites have integrated with Facebook including 80 of
    comScore’s U.S. Top 100 websites and over half of comScore’s Global Top
    100 websites. Source: comScore and Harris Interactive 2011

    In fact, here’s what two analysts are saying about the importance of
    Facebook to social commerce in our future.

    “It’s a matter of time—within the next five or so years—before more business
    will be done on Facebook than Amazon”
    _Sumeet Jain, Principal, CMEA Capital_

    “In three to five years, 10 percent to 15 percent of total consumer spending
    in developed countries may go through sites such as Facebook”
    _Mike Fauscette, Analyst, IDC Consulting_

    Current Events Links

    Facebook IPO
    [3]http://www.huffingtonpost.com/2012/02/01/facebook-ipo-filing-revea_n_1248
    434.html
    Links:
    3. http://www.huffingtonpost.com/2012/02/01/facebook-ipo-filing-revea_n_1248434.html?utm_source=We+First&utm_campaign=f760952f58-&utm_medium=email

    Groupon Losses
    [4]http://www.reuters.com/article/2012/02/08/us-groupon-idUSTRE81727B2012020
    8
    Links:
    4. http://www.reuters.com/article/2012/02/08/us-groupon-idUSTRE81727B20120208?utm_source=We+First&utm_campaign=f760952f58-&utm_medium=email

    Linked In Profits
    [5]http://online.wsj.com/article/SB…7213481184138066.html
    Links:
    5. http://online.wsj.com/article/SB10001424052970203824904577213481184138066.html?utm_source=We+First&utm_campaign=f760952f58-&utm_medium=email

    [6]http://allthingsd.com/20120209/linkedin-profit-jumps-30-percent-as-revenu
    e-more-than-doubles/
    Links:
    6. http://allthingsd.com/20120209/linkedin-profit-jumps-30-percent-as-revenue-more-than-doubles?utm_source=We+First&utm_campaign=f760952f58-&utm_medium=email

    Google+ Privacy
    [7]http://www.washingtonpost.com/business/economy/google-tracks-consumers-ac
    ross-products-users-cant-opt-out/2012/01/24/gIQArgJHOQ_story.html
    Links:
    7. http://www.washingtonpost.com/business/economy/google-tracks-consumers-across-products-users-cant-opt-out/2012/01/24/gIQArgJHOQ_story.html?utm_source=We+First&utm_campaign=f760952f58-&utm_medium=email

    Inside Scoop

    As part of the We First Community, we wanted to give you the inside scoop on
    something very exciting coming up. In the next couple of months we’ll be
    launching the We First Social Blueprint as a DVD set and online program.
    That way you can work through the repositioning of your brand specific to
    this marketplace at home, at work, or share it with your team or colleagues.
    You’ll be the first to know when it’s ready so that your company can
    leverage social media to grow awareness, profits and positive impact this
    year.
    [8]Twitter4 [9]facebook [10]Linked in [11]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_. [12]
    Links:
    8. http://twitter.com/simonmainwaring?utm_source=We+First&utm_campaign=f760952f58-&utm_medium=email
    9. http://www.facebook.com/wefirst?utm_source=We+First&utm_campaign=f760952f58-&utm_medium=email
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    11. http://www.youtube.com/WeFirstTV?utm_source=We+First&utm_campaign=f760952f58-&utm_medium=email
    12. http://wefirstbranding.com/bio?utm_source=We+First&utm_campaign=f760952f58-&utm_medium=email

    Did someone forward this to you?
    [13]Subscribe here.
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    The Value of Purpose Guest post by Morgan Wells

    _“Customers buy the why before they buy the how. You get paid for who you are and not what you make. Community can only be built around a shared vision.”_- We First Social Branding Blueprint, 2012

    A recent interview study of Harvard MBA students suggested young leaders are reconnecting with purpose and redefining what it means to succeed. As one of the Passion & Purpose^1 co-authors put it, “the days of signing up for a 20-year, pre-configured journey to the top are over.” Rather, in our age of social connectedness, economic uncertainty and technological hyper-drive, the next generation of leaders is struggling to define its path, and discovering a different connection to life’s purpose along the way.^2

    When the most recent Edelman goodpurpose® report asked respondents whether they’d be “more likely to buy products and services from a company” if they knew it supported a “good cause,” the majority (by an average of more than 65%) said yes.^3 Participants said they would favor a purposeful brand in ten of the 13 countries surveyed.^4

    Clearly purpose is alive in business discourse, but when you think through
    the renewed importance of purpose to your business, there is still more to
    consider.

    For decades, brands enjoyed the luxury of broadcasting messages to a captive
    audience and using carefully crafted advertising to generate sales for
    brands. Since their audience was not as media-savvy as consumers today, they
    didn’t really need to focus so heavily on the why behind the brand.
    Nowadays, however, consumers are deeply informed through the web and widely
    connected through social media. As such, brands must shift their
    communication posture, moving from celebrity to chief celebrant of their
    communities. In doing so, purpose has a new and powerful role to play
    connecting with customers around shared values.

    If I were asked on a survey whether purpose is important, I’d answer yes,
    and I’m willing to assume most others would, too.^5 After all, purpose is a
    good thing, right? That’s self-evident. But how often do we stop to think
    about what that purpose means for our businesses? Is purpose just an idea in
    our heads, an artful mission statement pinned to the wall, or a fashionable
    word to throw around at meetings? Or is it an authentic and persuasive
    marketing strategy that demonstrates your commitment to what your customer
    community cares about and our shared futures?

    Take a moment think about the purpose of your business. How clear is its
    definition? How distilled is it into simple, human and emotional terms? How
    connected is it to your personal values and the vision you have for your
    company? How is purpose building your customer community, profits and a
    world you want to live in?

    To explore how well you’re defining, articulating and sharing your
    company’s purpose, [2]opt in to receive a free ‘Defining Your Purpose
    Worksheet’ PDF.
    Links:
    2. http://www.wefirstbranding.com/opt-in?utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email

    _*When you opt in, you’ll remain on the newsletter list you’re already on,
    but you’ll be transferred on over to our new email system & we’ll send you
    the worksheet. Don’t worry, we won’t send you any duplicate emails – we know
    you have a lot to read already!_

    1 [3]Diversify Your Dreams’ by Daniel Gulati. 2 [4]Passion and Purpose:
    Stories from the Best and Brightest Young Business Leaders by John Coleman,
    Daniel Gulati, W. O. Segovia, Harvard Business Press Books, 2011. 3
    [5]goodpurpose® 2011. 4 goodpurpose® 2011. Sample included respondents from:
    Brazil, Canada, China, France. 5 From a research design perspective, we
    should be mindful of the effects of the survey situation on the data.
    Self-reported connection to a concept like “purpose” seems to logically skew
    toward the affirmative.
    Links:
    3. http://blogs.hbr.org/cs/2012/02/diversify_your_dreams.html?utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email
    4. http://hbr.org/product/passion-and-purpose-stories-from-the-best-and-brig/an/10343-HBK-ENG?utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email
    5. http://m.goodpurposecommunity.com/?CategoryName=More%20Likely%20to%20Buy&utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email

    Current Events Links

    SXSW: What you missed
    [6]http://mashable.com/2012/03/13/every-awesome-moment-you-missed-at-sxsw-pi
    cs/
    Links:
    6. http://mashable.com/2012/03/13/every-awesome-moment-you-missed-at-sxsw-pics?utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email

    Mobile
    http://highlig.ht/about.html?utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email
    http://mashable.com/2012/03/12/shopping-via-smartphone/?utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email
    [9]http://www.eweek.com/c/a/Mobile-and-Wireless/Google-Mobile-Business-to-Gr
    ow-80-in-2012-Munster-878918/
    http://venturebeat.com/2012/01/22/tablets-tablets-everywhere/?utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email
    Links:
    9. http://www.eweek.com/c/a/Mobile-and-Wireless/Google-Mobile-Business-to-Grow-80-in-2012-Munster-878918?utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email

    The Social Branding Seminar Experience

    As we’ve been going through some of the testimonials footage from the We
    First red carpet at our Social Branding Seminar, held last month in LA, we
    are blown away by what the attendees had to say. We First is beyond grateful
    to have such a wonderful community of people working to change the way they
    do business to engage more fully with their customer communities and
    contribute to positive social change in the process. And, we are so happy to
    be a part of that process, helping to provide the social branding training
    it takes to get there.

    Check out the [11]testimonial video, and stay tuned for an announcement of
    the details of the next We First Social Branding Seminar, coming soon!
    Links:
    11. http://www.youtube.com/watch?v=nzopeYzgn38&utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email

    If you’re receiving this newsletter from a friend and are not yet on our
    email list, please [12]click here to make sure you’re the first to get the
    news when we announce the next seminar. You won’t want to miss it.
    [13]Twitter4 [14]facebook [15]Linked in [16]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_. [17]
    Links:
    12. http://www.wefirstbranding.com/opt-in?utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email
    13. http://twitter.com/simonmainwaring?utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email
    14. http://www.facebook.com/wefirst?utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email
    15. http://www.linkedin.com/groups/We-First-3717514?mostPopular=&gid=3717514&utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email
    16. http://www.youtube.com/WeFirstTV?utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email
    17. http://wefirstbranding.com/bio?utm_source=We+First&utm_campaign=9d36fb0008-&utm_medium=email

    Did someone forward this to you?
    [18]Subscribe here.
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    Don’t want to receive these emails anymore? Bummer, but you can
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    Copyright © 2011 We First
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    The Importance of Brand Storytelling

    Guest post by Morgan Wells

    As you know, the social business marketplace is changing the way brands must interact with their customers, and in order to communicate effectively and nurture genuine relationships, companies must reconnect with their own purpose for existing and operate directly from that purpose. As we discussed in [2]last month’s newsletter, when a company’s every action, product and campaign emerges from a clearly defined and consistently articulated purpose, its customers can develop deeper relationships with the brand and its products and services.
    Links:
    2. http://wefirstbranding.com/newsletter/03-12?utm_source=We+First&utm_campaign=b64ac8db8e-&utm_medium=email
    Even for the most innovative and socially responsible companies in the world, having a clearly defined purpose is not enough. Companies must share the story of the brand and its purpose, simply and genuinely, with their customer communities. To start, every business must think about key brand story elements including what the company does and whom it serves in
    relation to its purpose, vision and values. Once these key story elements
    have been identified, the company then needs to share it with its customer
    community using the _Six C’s of Effective Brand Storytelling_. To connect
    with your audience in a meaningful way that can drive profits and positive
    social contribution, brand storytelling must be _community-facing,
    counter-intuitive, creative, collaborative, caring and compelling_.

    Two of the most important C’s here are _community-facing_ and
    _collaborative_. Companies can no longer rely on the 30-second television spot
    and full-page newspaper ad as effective advertising and marketing tools
    alone. The days of the monologue are over, and social media has already
    transformed the business landscape. So, in defining your purpose and
    developing your simple, emotional and authentic brand story, make sure it’s
    focused on your community (for example, the shift from Coca-Cola’s “The Real
    Thing” to “Open Happiness) and invite your customers to collaborate and
    share in the process of telling that story in ways that are meaningful to
    them.

    Here are a few links that demonstrate effective, community facing brand
    storytelling:
    [3]Coca-Cola Content 2020
    [4]Coca-Cola Where Will Happiness Strike Next
    [5]Nike Make it Count
    Links:
    3. http://www.youtube.com/watch?v=LerdMmWjU_E&utm_source=We+First&utm_campaign=b64ac8db8e-&utm_medium=email
    4. http://www.youtube.com/watch?v=x_9fQEqZCWs&utm_source=We+First&utm_campaign=b64ac8db8e-&utm_medium=email
    5. http://www.youtube.com/watch?v=gLLFPfk14UI&utm_source=We+First&utm_campaign=b64ac8db8e-&utm_medium=email

    Current Events Links

    [6]Facebook Acquires Instagram
    [7]Google Releases Augmented Reality Glasses
    [8]Rebuilding the Web Around People
    Links:
    6.
    7.
    8.

    About Simon

    Simon Mainwaring is the founder of We First, the leading social branding
    firm that provides consulting and training to help organizations build
    positive images, profit and positive social impact. His book, We First, is a
    New York Times, Wall Street Journal and Amazon bestseller. It was named an
    Amazon Top Ten Business Book for 2011, 800CEORead Top Five Marketing Book
    for 2011, and global management magazine strategy+business named it the Best
    Business Marketing Book of 2011. Simon is a member of the Sustainable Brands
    Advisory Board, the Advisory Board of the Center for Public Diplomacy at the
    USC Annenberg School, and a Fellow of the Royal Society of Arts in London,
    as well as an influential blogger for Fast Company, Huffington Post,
    Mashable, GOOD magazine and Forbes. Simon was included in Trust Across
    America’s, ‘Top 100 Thought Leaders in Trustworthy Business Behavior for
    2012.’ He has been featured in Advertising Age, Adweek, Huffington Post, Inc
    Magazine, Fast Company, GOOD Magazine, and Mashable, as well as appearing on
    the Business News Network, CBS, CBC, BNet and Harpo Radio. Prior to founding
    We First, Simon was a Nike creative at Wieden & Kennedy, Portland, and
    Worldwide Creative Director for Motorola at Ogilvy, receiving over sixty
    international advertising awards. His consulting, speaking and training
    clients include Google, Nike, Coca-Cola, General Motors, Toyota Prius,
    Gucci, Patagonia and the Bill and Melinda Gates Foundation.

    Simon blogs at [9]simonmainwaring.com and the We First website is
    [10]WeFirstBranding.com
    Links:
    9. http://www.simonmainwaring.com?utm_source=We+First&utm_campaign=b64ac8db8e-&utm_medium=email
    10. http://www.wefirstbranding.com?utm_source=We+First&utm_campaign=b64ac8db8e-&utm_medium=email

    What We Do

    More than once we’ve been asked, “I love the idea of We First, but exactly
    what do you do?” Fair question. And thanks for asking!

    We First is a social branding firm that provides consulting and training to
    help companies build communities, profits and positive social impact. Our
    clients include:

    1. Large companies seeking to bring their brand purpose and values to life
    through storytelling and social media in ways that are meaningful to their
    customers and profitable for their business.

    2. Personal brands, start-ups, and social enterprises that want to define
    their brand, their story, and marketing strategies to succeed in the social
    business marketplace.

    3. Non-profits that want to leverage effective storytelling and social media
    strategies to build their brand awareness, donor communities, and social
    impact.

    Specifically, our services include:

    _Consulting_ to define a brand’s purpose and take it to market using social
    technology. This can be on a project or retainer basis.

    _Training_ to provide leadership insights, employee culture shifts, and
    customer engagement. This ranges from a 12-month Partners Program, to a
    2-day seminar, to half-day leadership workshops.

    _Speaking_ to provide strategic business insights, best practices and the
    latest thinking around social business specific to your industry.

    To find out how you can work with We First, contact our Business Development
    Director, Morgan Wells, at 310-878-4418 or email
    [11]contact@wefirstbranding.com
    [12]Twitter4 [13]facebook [14]Linked in [15]YOU TUBE
    Links:
    11. mailto:contact@wefirstbranding.com
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    Listen, Then Speak: The Key to Brand Communication

    Guest post by Morgan Wells

    In business, as in personal relationships, listening first and speaking second is one of the simplest – and one of the most overlooked – maxims that can make or break the success of communication. In today’s real-time marketplace, social media provides an unprecedented opportunity for understanding the customer, and it all starts with listening. Monitoring social media networks, category influencers and interest groups through a social listening service like TweetDeck (personal) or Radian6 (enterprise) can provide the data you need to begin to connect with your customers on a more meaningful level. This is not about spying or poaching; this is about truly listening to what the marketplace is saying about your company, your service or product, and your industry at large, so that you can more effectively develop your brand identity, fine tune your communication strategies, and shape your products to answer their needs even before you speak. It’s like listening intently to a friend’s workplace challenges before providing advice. It simply creates a better, stronger relationship.

    When you engage in social listening, it’s important to monitor
    brand-related conversations, respond with a customer focus, distribute
    relevant content, co-create ideas, products, services and marketing,
    and reward engagement and participation in your customer community.
    When your company moves from this point of true listening, it can then
    speak with confidence and genuine connection to what its customers care
    about. And, when you begin to communicate in this way, you must speak
    softly, listen loudly and act quickly with content that is
    conversational, clear, authentic, consistent and honest.

    In terms of tone, your brand voice should be empathetic, accessible,
    human (think funny, rather than serious) and direct. If you listen
    first and then communicate in these community facing ways, you will be
    well on your way to creating longer-lasting, deeper relationships with
    your customers. This enables you to build your brand, and its products
    and services, in a way that resonates with customers who then drive
    your bottom line profits.

    Are you ready to strategize your listening and speaking?
    Click here for a free [2]Listen First Worksheet.
    Links:
    2. http://wefirstbranding.com/newsletter/05-12/We_First_Listen_First_Worksheet.pdf?utm_source=We+First&utm_campaign=f7008d7d99-&utm_medium=email

    Current Events Links

    [3]MOBILE: More Smartphone Owners Use Location-Based Products
    (Mashable)
    [4]SOCIAL ENTERPRISE: The origins of the impact economy and why the
    sector is blowing up today (GOOD)
    [5]CORPRATE: Oil, Water, And Food: How Our Largest Companies Are
    Managing Our Most Important Resources (Fast Company)
    [6]GAMING: Insights and Emerging Trends (Techcrunch)
    [7]ENTERTAINMENT: 5 Tech Advances that are Transforming Digital
    Entertainment (Mashable)
    Links:
    3. http://mashable.com/2012/05/11/location-based-services-study?utm_source=We+First&utm_campaign=f7008d7d99-&utm_medium=email
    4. http://www.good.is/post/where-did-social-enterprise-come-from-anyway?utm_source=We+First&utm_campaign=f7008d7d99-&utm_medium=email
    5. http://www.fastcoexist.com/1679808/oil-water-and-food-how-our-largest-companies-are-managing-our-most-important-resources?utm_source=We+First&utm_campaign=f7008d7d99-&utm_medium=email
    6. http://techcrunch.com/2012/05/11/gamification-insights-trends?utm_source=We+First&utm_campaign=f7008d7d99-&utm_medium=email
    7. http://mashable.com/2011/02/09/advances-digital-entertainment?utm_source=We+First&utm_campaign=f7008d7d99-&utm_medium=email

    Recommended Reading

    If you want to invest time in social media education, start here. Three
    essential social media books include:

    The End of Business as Usual in which Brian Solis walks you through how
    to restructure your business with employees and customers to profit in
    today’s marketplace.

    Next up is Mari Smith’s, The New Relationship Marketing, in which she
    explains step-by-step how to build a loyal and self sustaining social
    community.

    Finally, check out Peter Kim’s Social Business by Design, which
    explains how to structure your organization, what systems to put in
    place, and how to ensure you’re one of the success stories of social
    business.

    Oh wait, and what’s that other one…Me First, He First, She First? Let’s
    just call it We First: How brands and consumers use social media to
    build a better world!

    [8]Twitter4 [9]facebook [10]Linked in [11]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.
    [12]
    Links:
    8. http://twitter.com/simonmainwaring?utm_source=We+First&utm_campaign=f7008d7d99-&utm_medium=email
    9. http://www.facebook.com/wefirst?utm_source=We+First&utm_campaign=f7008d7d99-&utm_medium=email
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    11. http://www.youtube.com/WeFirstTV?utm_source=We+First&utm_campaign=f7008d7d99-&utm_medium=email
    12. http://wefirstbranding.com/bio?utm_source=We+First&utm_campaign=f7008d7d99-&utm_medium=email

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  19. We First is seeking an Administrative Assistant.

    We First is a leading social branding firm, founded by Simon Mainwaring, that provides consulting and training to help companies build communities, profits and positive social impact. The vision of We First brings the scalability of mobile and social and online technology to the corporate training space. We are currently seeking a detail-oriented, total rock-star Administrative Assistant to help with general administrative duties as well as social media execution. Duties will include calendar management, travel and itineraries, online research, database maintenance, transcription, project assistance and some social media execution. We First has a lot going on, so we need someone who can handle a lot of detailed communication and deal with rapid deadlines. Ideal candidates are highly organized, efficient communicators interested in supporting a business that believes in contributing to the greater good through the work that we do. Someone who loves organizing details and facilitating communication with a nurturing and upbeat personality will do well in this position. We are seeking someone to handle our admin long-term, so candidates must be secure and happy knowing they will be handling administrative details as a primary job function. Candidates must have Bachelors degree or equivalent and at least 2 years administrative experience with an ability to work in a fast-paced business environment. Candidates based in Los Angeles with social media experience are preferred. After initial training, this position can be remote (ie. work from home), but for at two-week trial and training period, we ask that you join us in person at our Santa Monica offices.
    The Administrative Assistant position is available immediately.
    15-20 hours per week*
    Flexible schedule
    Compensation starts at $18 / hr

    *Position can become full time for the right person, depending on experience and ability to contribute.
    Send a cover letter and resumé to contact@wefirstbranding.com to apply.
    ==============================================
    You are receiving this email because of your interest in We First.

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  20.  

    You raise a lot of questions in
    my head; you wrote an excellent post, but this post is also mind provoking, and
    I will have to think about it a bit more; I will return soon.

  21. […] in. In a mutually dependent, intimately connected global community facing several major crises, brands need to operate with an expanded definition of self-interest that includes the greater good. Such efforts translate to influence within their industry and with […]

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