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" A social contract is the way out of this dilemma for corporations that want to lead in the 21st century by showing consumers how seriously they take customer loyalty and goodwill. "

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" For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling. "

Simon Mainwaring

Storytelling

Brand

Embrace

" Creating a better world requires teamwork, partnerships, and collaboration, as we need an entire army of companies to work together to build a better world within the next few decades. This means corporations must embrace the benefits of cooperating with one another. "

" Brands must empower their community to be change agents in their own right. To that end, they need to take on a mentoring role. This means the brand provides the tools, techniques and strategies for their customers to become more effective marketers in achieving their own goals. "

" Corporate executives need to re-frame their responsibilities to include the interests of all the stakeholders in society at large; not just shareholders, but also employees, the citizens of our communities, and those who care about the environment. "

" One of the greatest challenges companies face in adjusting to the impact of social media, is knowing where to start. "

" No one doubts the enormity of the social challenges we face around the world but one critical element of our response must be the generation of new thinking and ideas. Yet creating the conditions that make this possible is not simple. "

" Social media is not about the exploitation of technology but service to community. "

" The keys to brand success are self-definition, transparency, authenticity and accountability. "

" As a speaker, business leader or marketer of any type, the onus is now on each of us to become equally capable of communicating very personally with a seemingly endless number of people connected by social technologies. "

" Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms. "

" And if you look at the reality in the United States, where you have more than 40 million people below the poverty line and 42 million on food stamps, and then you look at poverty around the world, clearly the way we're running the engine of capitalism is not serving us well. "

" How much do you as a consumer value a positive experience with a brand or its customer service department? How willing are you to share that with your friends? How inclined are you to let that person know that you're interaction with them was positive? "

" For decades, media companies have largely controlled the tools through which consumers were told what to buy, wear or think. Now consumers possess the same ability to produce, distribute and curate content and distribute it to their peers in real time across social media platforms. "

" Consumers want a better world, not just better widgets. "

" Executives can no longer hide behind the corporate veil. They need to be accountable for what their companies do, because entities are responsible for socially irresponsible behavior. "

" We now see numerous examples of brands working together to address issues such as environmental degradations, climate control, pollution, poverty and disease. "

" Corporations, consumers, and citizens must begin acting in concert to create a powerful third pillar of social transformation if we hope to meet the social challenges we currently face with equal force. This begins with corporations that choose to alter how they practice capitalism in two ways to serve the greater good. "

" Ultimately, it's possible that social media platforms will be designed as templates that the users themselves customize in terms of the best way to express their community and experience of life, and brands will have to simply follow suit. "

" The simple act of saying 'thank you' is a demonstration of gratitude in response to an experience that was meaningful to a customer or citizen. "

" Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange. "

" There are many individuals, companies and even countries operating in what I call a 'me first' mentality, which is effectively a purely competitive approach to life, treating the planet as if it has infinite resources and pitting one country against another for supremacy. "

Simon Mainwaring

Infinite

Resources

" The way customers relate to brands and how profit is generated has changed so dramatically almost every professional is being challenged to reconsider what they do in order to stay relevant. "

" Non-profits must become deeply engaged in the ways that their donor communities are using social technology. "

" In the social business marketplace, brands that hope to build loyal and growing communities do so most effectively when they demonstrate their core values and allow a community to build and engage around it. "

" As we all know, lasting relationships can't be rushed. "

" Companies, to date, have often used the excuse that they are only beholden to their shareholders, but we need shareholders to think of themselves as stakeholders in the well being of society as well. "

" However, it was the great 18th century social philosophers John Locke, Thomas Hobbes, and Jean-Jacques Rousseau who brought the concept of a social contract between citizens and governments sharply into political thinking, paving the way for popular democracy and constitutional republicanism. "

" Brands are faced with the daily challenge of massively scaling their outreach in order to build personal relationships. While this may seem like a contradiction in terms, it becomes much more possible when brands shift from push to pull dynamics in their marketing. "

" It is time for corporate America to become 'the third pillar' of social change in our society, complementing the first two pillars of government and philanthropy. We need the entire private sector to begin committing itself not just to making profits, but to fulfilling higher and larger purposes by contributing to building a better world. "

" As we approach each of the great social challenges of our time we must acknowledge that old thinking will not provide the new solutions we need. These solutions will be uncomfortable, hard to sell and risky to execute. But the cost of not doing so is even greater. "