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

Simon Mainwaring

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" What is sure is that technological change is accelerating in all directions and, like children playing in a fountain, consumers are reveling in the experience. "

Simon Mainwaring

" 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. "

Simon Mainwaring

" Perhaps the most powerful lesson other brands can learn from Nike is the need to act in accordance with the reality of the world we live in. In a mutually dependant, intimately connected global community facing several major crises, brands need to operate with an expanded definition of self-interest that includes the greater good. "

Simon Mainwaring

" Brands are facing a new competitive landscape in which self-definition, core values and purpose will increasingly define their ability to reach customers that only allow what is meaningful in their lives to pass through their filter. "

Simon Mainwaring

" The creative destruction that social media is currently unleashing will change more than technology or the leader board of the Fortune 100. It is driving a qualitative shift in the nature of relationships between brands and their customers. "

Simon Mainwaring

" Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. By that I mean that brands must simultaneously inspire, engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal. "

Simon Mainwaring

" Business practices and how we treat the planet are also in desperate need of re-humanization. "

Simon Mainwaring

" 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. "

Simon Mainwaring

" As more people use social media to tell the story of the future, the wants and needs of more people will be reflected. "

Simon Mainwaring

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

Simon Mainwaring

Working Together

" 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

" Since most corporate competitors have the same problems with sustainability and social reputation, it's worth trying to solve them together. "

Simon Mainwaring

" 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. "

Simon Mainwaring

" 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. "

Simon Mainwaring

" When thinking through who to bring together to generate new ideas, it is more effective to combine specialists from very different and unrelated disciplines rather than a variety of people with different skills sets in the same field. "

Simon Mainwaring

" Done correctly, everyone from individual speakers to large organizations can inspire citizens and customers to spread a message using their own social channels, and in so doing, inspire countless supporters to build their reputation, profits and social impact. "

Simon Mainwaring

" There is a fundamental shift that social media necessitates in business today - the need to transition from 'Me First' to 'We First' thinking. "

Simon Mainwaring

" In fact, I believe the first companies that make an effort to develop an authentic, transparent, and meaningful social contract with their fans and customers will turn out to be the ones that are the most successful in the future. While brands that refuse to make the effort will lose stature and customer loyalty. "

Simon Mainwaring

" Brands must become architects of community. "

Simon Mainwaring

" CEOs must embrace the role of serving as the public face of the company to their customer community and the marketplace at large. "

Simon Mainwaring

" Refuse to accept the belief that your professional relevance, career success or financial security turns on the next update on the latest technology. Sometimes it's good to put the paddle down and just let the canoe glide. "

Simon Mainwaring

" When a positive exchange between a brand and customers becomes quantifiable metrics, it encourages brand to provide better service, customer service to do a better job, and consumers to actively show their gratitude. "

Simon Mainwaring

" There's an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns, the challenge becomes what to do next? "

Simon Mainwaring

" 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. "

Simon Mainwaring

" 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. "

Simon Mainwaring

" Transforming a brand into a socially responsible leader doesn't happen overnight by simply writing new marketing and advertising strategies. It takes effort to identify a vision that your customers will find credible and aligned with their values. "

Simon Mainwaring

" What today's business reality makes clear is that brands cannot survive in a society that is failing economically, socially, ethically, and morally. "

Simon Mainwaring

" Through their own actions, customers can hold companies responsible to higher standards of social responsibility. Through collective action, they can leverage their dollars to combat the force of those investors who myopically pursue profits at the expense of the rest of society. "

Simon Mainwaring

" Too many brands treat social media as a one way, broadcast channel, rather than a two-way dialogue through which emotional storytelling can be transferred. "

Simon Mainwaring

" The advent of Google+ and the emergence of the personalized web means this is more true than ever. Brands, and their advertising partners, must wake up to this challenge and define themselves with clarity, consistency and authenticity. Otherwise they just might find themselves shouting in a ghost town. "

Simon Mainwaring