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How to Name a Company to Succeed in Social Business

As a start-up or social enterprise, you have one advantage over big and well-established brands: You get to start with a clean slate and that includes your company name. Most multi-national corporations and industry monopolies were framed in days...

Posted January 23, 2014    

Why the Principles of Inclusion and Exclusion Cut Both Ways in Social Marketing

Much has been made of the sensational new safety video created by Virgin America featuring a star-studded cast of dancers. In one fell swoop, Virgin America took the archetype of boredom, the mandatory boarding safety video, and transformed it into...

Posted December 11, 2013    

Unilever and the Integrity of Brand Storytelling

With the launch of Project Sunlight, Unilever has taken another leap forward towards what is increasingly recognized as the future of effective social marketing. Central to such leadership is the recognition that a brand needs to lead with its...

Posted November 27, 2013    

How Coke, Mastercard and GE Get Nimble for the Real-Time Social Marketplace

One of the greatest challenges every large brand faces is the need to respond to the new demands of a real-time marketplace. This extends from outbound engagement to build the relationships, loyalty and good will to drive long-term success, and the...

Posted October 30, 2013    

3 Steps for Building Self-Sustaining Customer Communities

Most brands fail to build a self-sustaining customer community because they only reach out to their customers when they want something. Too many brands only connect when they need to push a specific product or offer- and then they stop talking to...

Posted August 21, 2013    

Shared Vision and Commitment to Purpose: The Foundation for Community

Social media offers businesses and non-profit organizations an unprecedented opportunity to build customer communities that can have enormous value in building reputation, loyalty, trust and bottom line profits. However, building and engaging such...

Posted July 14, 2013    

2012: A Year to Remember What We Always Knew

Image: Giulia ForsytheThis was a amazing year. Amazing because I found myself being forced to relearn everything I knew about marketing. That’s because this was the first time I had the chance to create, produce, package and launch a product of our...

Posted January 2, 2013    

What Social Customers Will Demand From Your Brand in 2013

Since 2011 much has been written about the role of social media in the rise of citizen activism around the globe especially during the Arab Spring revolutions that swept through the Arab States and tragically continues today in Syria. Domestic...

Posted November 23, 2012    

Live ‘n kickin: Social media makes claims on traditional media territory

A subtle but powerful shift is underway as brands and platforms that have thrived, in part, through social media are now trading up into traditional media territory on the strengths of the eyeballs and engagement they have captured.  To...

Posted August 15, 2012    

ViDEO: How to use social media in ways no one else imagined

That’s the thing about what’s new or the latest. You think that just by embracing it you’re doing enough to keep up with the market. But sadly, as the half life of social technology shrinks, the need to stand out even within the context of the...

Posted July 3, 2012    

Social media means customer service can make or break your brand.

Customer service is often the lesser cousin to self-congratulatory brand marketing, and for a long time customers have simply endured this situation as they were effectively powerless to do anything about it. But no more. Increasing customer...

Posted June 26, 2012    

Gandhi's Key to Transformative Customer Service

It is fitting that perhaps the most distilled articulation of the key to successful customer service should come from Mahatma Gandhi himself, as an extension of the life of service (in a larger sense) that he led.There is little I can write to add...

Posted June 7, 2012    

Let Go & Lead: How to engage customers in the social business marketplace

Simon Mainwaring: On Engagement in the Social Marketplace from Let Go & Lead on Vimeo. I recently had the privilege of being included in Gagen MacDonald’s fantastic ‘Let Go & Lead’ project and the interview just came out so I wanted to...

Posted March 2, 2012    

Belief in Brand America: The True Cost of the Debt Ceiling Debacle

It is not surprising that the partisanship that paralyzed the U.S. Congressional process around the raising the debt ceiling debate has now shifted to a blame game surrounding Standard & Poor’s downgrading of the U.S. dollar credit rating from...

Posted August 29, 2011    

What Google+ Means for Brands

The launch of Google+ apps sends a powerful signal – the personalized web has begun. What this means is that the way information is structured and accessed will turn on the individual, or rather their personal profile which is a composite of all the...

Posted July 5, 2011    

Causecast: How Brands, Employees and Non-Profits Partner for Change

In We First I contend that purposeful engagement represents an enormous opportunity for brands in the social business marketplace. But exactly how does a brand do this? And in what ways can they engage their employees so that they not only earn...

Posted July 1, 2011    

How Non-Profits Use Facebook to Build Awareness, Community and Fundraising

One of the great inspirations for writing We First was the meaningful work being done by non-profits. The goal of the book was to help explain the most effective ways to leverage social technology to aid their community building, fund-raising and...

Posted June 9, 2011    

How Social Media Can Destroy Your Business and What You Can Do About It

Without question, CEOs, executives and employees in companies in the United States and around the world have rallied to face the challenge of a social media marketplace. Social media has impacted how they perceive their roles, how they organize...

Posted June 3, 2011    

Building a 'We First' Community

Three years ago, Kevin Kelly (author of What Technology Wants) wrote a very insightful post entitled 1000 True Fans. He explained how, for true influence, an artist doesn’t need one million followers. All he or she needs is 1000 loyal fans. The same...

Posted June 1, 2011    

We First: Beliefs on the Future of Business, Branding and Advertising

We First is not an idea anyone can own. It exists in the collective and serves as a platform to celebrate every brand, advertising agency, social entrepreneur, non-profit and concerned citizen that chooses to serve the interests of others as well...

Posted May 25, 2011    

 
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