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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. "

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" Social technology gives leaders a vital new platform with which to connect their companies to the myriad stakeholders who have an interest in their well being. "

Simon Mainwaring

Interest

Technology

Well

" Gluttony might be innocuous were it not for the fact that gluttons tend to disregard whether their self-serving behaviors harm anyone else. We don't need to look far and wide to find examples of gluttonous behavior, as they are numerous throughout the history of capitalism. "

" More brands are waking up to their social responsibility and doing good work through cause marketing campaigns. Yet too many still go about it the wrong way. I mean 'wrong' in two senses. Firstly, they are marketing ineffectively, and secondly, as a consequence their positive social impact is not maximized. "

" 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. "

" Everyone living under the social contract we call democracy has a duty to act responsibly, to obey the laws, and to abandon certain types of self-interested behaviors that conflict with the general good. "

" 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. "

" If capitalism is to remain a healthy, vibrant economic system, corporations must participate in taking care of the society and the environment in which they live. "

" The currency of universal values make brands innately sharable. "

" 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. "

" Move your personal investments and retirement funds to socially responsible investment (SRI) funds that support only those corporations that uphold higher standards of behavior. Returns on SRI funds are usually equal to, if not better than, many of the well-known traditional mutual funds. "

" Radical transparency has an enormous impact on our personal lives. We can no longer share thoughts, quips, photos or personal opinions anywhere on the web without being mindful that they may turn up where we least expect it (notably job interviews, divorce proceedings or public media). "

" 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. "

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

" Work with your competitors when the interest of the community and planet are at stake. "

" 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. "

" 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. "

" 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 data collected on the basis of what they have searched for and shared. "

" Companies and their brands need to reach out and speak directly to consumers, to honor their values, and to form meaningful relationships with them. They must become architects of community, consistently demonstrating the values that their customer community expects in exchange for their loyalty and purchases. "

" 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. "

" Integrate purpose into your for-profit business model through a long term commitment to a cause that is aligned with your core values and those of your community. "

" It is a truly powerful phenomenon when a brand makes a stand for what it believes in. "

" 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. "

" 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

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

" More than ever before, consumers have the ability to unify their voices and coalesce their buying power to influence corporate behaviors. "

" Any institution faces two basic choices if they hope to spark new ideas. One is to leverage the brains trust within their organization by creating a special event dedicated to new thinking. The other is to look outside themselves to stimulate solutions. "

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

" 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. "

" 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. "

" Brands must be very specific in their choice of social media platforms through which to communicate their CSR or cause messaging. "