Social Nerdia » social justice

Simon Mainwaring talks We First & the Future of Capitalism Through the Lens of Social Tech

Esteban Contreras — Tue, 28 Jun 2011 07:13:57 +0000

Simon Mainwaring is founder of We First, a social branding consulting firm that helps companies use social media to build communities, profits and positive social impact. Simon is also the author of the book by the same name. Read my interview with Simon below, and make sure to follow him on Twitter @SimonMainwaring and find out more about the book at www.wefirstbook.com.

1. What led you to write “We First?”

I wrote “We First” for both personal and professional reasons. I was fortunate enough to have a long advertising career but still felt unfulfilled. I didn’t feel like there was an alignment between who I am as a person and what I did on a daily basis. With that in mind, I read the transcript for Bill Gates’ Creative Capitalism speech he gave at the World Economic Forum in which he said that government and philanthropy can’t fix the world on their own, they need the private sector to get involved. I saw this as an opportunity for me to find more fulfillment by becoming more purposefully engaged and also to use my skill sets to make a contribution. That was the genesis of writing the book.

2. What makes this book unique and why do people need to read it?

The book is unique for a couple of reasons. It does an effective job of consolidating a lot of different discussions going on right now, whether they’re about the future of capitalism, philosophical debates about self-interest, globalization, emerging technologies, the future of the developing world, and the impact of social technology. Specifically, the book is unique because it looks at an issue that many people have discussed: the future of capitalism through the lens of social technology. Mass adoption of social media has only occurred in the last three or four years, so what makes the book unique is that it looks at these questions through the lens of this new technology and provides three fundamental new solutions. First is a new partnership between brands and consumers connected by social technology and aligned around shared values that creates a third pillar of social change in addition to government and philanthropy. The second is the concept of contributory consumption, which builds on precursors like ‘1% for the Planet’ but extends to include not only retail, credit card, online, and mobile transactions, but also virtual goods when applying the concept of contributing a small portion of the sale of every good or service to a cause. Thirdly, the book proposes the formation of the Global Brand Initiative, which is a federation of brands that would combine their efforts and expertise to bring the best of the private sector into the social change space. So the book is unique because it lays out these three concepts.

3. It seems like people tend to come together in the midst of trials. What does that mean in a socially connected world?

Perhaps the most powerful impact of social media is its ability to connect people around what they care about. In times of trials, there are many pressing issues that motivate people to hope and work for change. In the last few years this has included everything from addressing persistent crises like hunger, disease and child mortality, through to unforeseen emergencies like the earthquake in Haiti, through to challenges the developing world faces such as the persistent recession after the global economic meltdown. Whatever the issue, social media allows people to connect around these shared concerns and to take action together, which is the most effective way to scale our response to these crises.

4. What do you think about companies generating awareness for causes they support by adding a dollar value donation to social media actions?

This is a critical, new dynamic that needs to be embraced by the private sector if we are going to meet the challenges we face with equal force. Now, realistically, you’ll never get the entire private sector to commit, but if we only see a five-to-ten percent shift in engagement by large corporations, and if they only donate a fraction on the dollar towards causes that are in alignment with their core values, we can systemically scale the contributions that are raised towards addressing pressing social issues. As such, the private sector and its untapped potential represent an enormous opportunity to create a third pillar of change in addition to government and philanthropy.

5. What are some of the main things that brands can do today to enhance the overall customer experience using social media?

Oddly enough, the most unnecessary mistake a brand can make is to see social media as an end in itself. This technology is just another platform that allows people to connect emotionally. By doing so, brands can build loyal customers that generate word-of-mouth advertising that ultimately impacts their bottom line. With that in mind, the most effective thing a brand can do is define what it stands for, articulate its core values and act on the basis of those values and then communicate such efforts consistently.

6. Some technologies are truly disruptive. What are some of the emerging trends we see today that you think will disrupt markets and our thinking?

I believe that in the space of a few short years, we’ll find it hard to imagine a time when customers didn’t have multiple platforms and channels through which to talk about brands with their friends and community. It will seem almost absurd to people that citizens and consumers were largely told what to think, do or buy using print, television or radio alone, and there was really no channel for them to have a dialogue with those institutions. So I think this is perhaps the most important, disruptive element in social media in that it has shifted the dynamic between institutions, whether it’s the government or corporation, from a broadcast/ monologue approach to a dialogue between customers and brands, or citizens and institutions. This has enormous implications for leadership, organizational structure, customer service and, obviously, advertising. As such, social media will transform the business marketplace as radically as the digital revolution did in the early ‘90’s.

7. Live streaming video has been around for some time but it’s still not widely used. Do you think we’ll eventually find ourselves in a world where everybody streams their life in real-time?

I don’t see the live-streaming of our lives as the most obvious or natural consequence of the new connections between people brought about through social media. My sense of it is that social media facilitates the building of communities around what people care about, so it’s a shared or ‘we’ experience, rather than simply being another tool to demonstrate a ‘me’ mentality, which is obviously what informs live-streaming your life to others at all times. In a sense, what people are looking for is human connection, meaning and hope for the future rather than simply a media outlet through which to promote themselves to others. Naturally, there will be exceptions to that rule, but by and large, my sense is that live-streaming video will just be another way of distributing content that has to be meaningful and impactful to people for people to watch it.

8. Anything that goes up online eventually comes to light. If somebody were to look at a feed of content about your life 50 years from now, what kind of story do you hope the feed will tell?

My hope would be that the story shows an alignment between who I am as a person and what I did in my daily life and career, and that my efforts would combine with others to help shift the conversation in the private sector towards more consistent, purposeful engagement that improves the lives of others.

9. What’s the process of writing a book like? Any advice for first-time authors?

Writing a book was something I had no understanding of when I went into it, and only on the other side of it did I realize how little I knew. Someone said to me recently that writing a book is not about the finished book in your hand, but what you learn about yourself along the way. I can tell you now that is absolutely true. It tests your finances, it tests your energy, it tests your intellect, and, like any large commitment, it forces you to grow. If I was to give any advice to a first time author, it would be that, like any brand, we need to recognize that we must now all be community architects. Even if you’re writing a book, you need to consider all the different channels that you can use to build a community that will eventually be the marketplace for your book. This involves blogging, tweeting, using Facebook, creating content on YouTube, and basically bringing to life the intellectual property of your book through different channels in a way that will stimulate people’s interest, engage their feedback, and create a sizeable marketplace for the launch of your book.

Stacey Monk shares the story of Tweetsgiving and the Twitter Kids of Tanzania

Esteban Contreras — Tue, 24 Nov 2009 17:44:30 +0000

If you’re on Twitter, you’ve probably heard of Tweetsgiving (which starts today!) and the Twitter Kids of Tanzania. In last night’s The Social Nerdia Show! I had an awesome conversation with Stacey Monk, founder of Epic Change, the non-profit organization behind Tweetsgiving that “invests in people with incredible stories“. It was easy to see that Stacey’s heart is as big as her dreams to make a difference the world. Her story is quite powerful and so is the story of those that her organization is helping and working with.

Listen to the entire conversation with Stacey on the Flash player below. You can also subscribe to us on iTunes, stream from mobiles on Stitcher, and listen to upcoming shows LIVE on blogtalkradio.

“We believe there are incredible people across the globe that are creating change in their own community; we try to amplify their visibility and impact,” explained Stacey about what drives Epic Change. Tweetsgiving was a project that Epic Change “imagined six days before American Thanksgiving in 2008 with six volunteers, and launched only 48 hours before Thanksgiving.”

The Tweetsgiving idea was simple: ask people to share about what they were thankful for and ask them to donate to the project if they felt moved to do so. The result was over $10,000 in donations that were invested to build a classroom at a school founded by Tanzanian Epic Change fellow “Mama Lucy” Kamptoni, a woman who used her own money to open up a school that today serves more than 300 kids.

The Twitter handles of those who made donations were painted in the room so it is no coincidence that Twitter and the “@” symbol have become quite popular in the school in Tanzania. These days, Mama Lucy and the kids have become passionate users of the microblogging platform and you can follow them yourself here. ”They do not yet have a library, but they access to a world of information!,” Stacey said with much excitement about the kids’ access to the internet, which has been made possible thanks to a recently donated Technology Lab.

The goal for Tweetsgiving 2009 is much larger than that of 2008 and Stacey told me that it includes building a library, a cafeteria, and a dorm for the kids in Tanzania. This year’s celebration is about honoring Mama Lucy and all the change makers around the globe who “seldom get thanked or seen or heard.” People and volunteers from every continent across the U.S. will get together this week to give thanks and give back.

The power of social media is evident when you realize that it has allowed two very different worlds to meet, communicate, collaborate, and celebrate together. This is only a small examle of what happens when people rally behind a good cause.

Stacey’s passion for what she’s doing is contagious and her appreciation for the rewards of her work are very clear to her. She explained that “we have just as much to learn from them as we have to offer them; I really do think they have powerful lessons to teach us about hope and even about things like efficiency.”

Stacey, who has worked in management and IT consulting in the past, decided to focus her time and efforts to something worthwhile only a couple of years ago. It was a trip to Africa in 2007 that motivated her to focus her attention on creating sustainable change. Her dream for Epic Change is “to be able to continue to do this work and discover amazing change makers like Mama Lucy to invest in them so they can realize their vision of transforming their communities.”

The whole idea of community is changing and more than ever before we have the technology to speak to one another not as demographics and psychographics, but as people. As Stacey emphasized, “it’s a very different conversation when we stop talking about peoples’ poverty and we start talking to them as human beings.”

“What if we know Gideon (one of the kids in Tanzania) because he’s Tweeting and Tumbling, just like we know Johnny who lives across the street?,” Stacey wondered out loud. The world is flattening and feeling smaller. The internet has truly made it possible for people to have opportunities they would not have otherwise. I would not be surprised if some of the Twitter Kids of Tanzania get involved with content production, media, design web development, or who knows, maybe even social media consulting. The opportunities are endless and anyone is able to help create positive change where change is much needed and much appreciated.

This thanksgiving, I’m thankful for changemakers and Stacey Monk is certainly one of them. Make sure to check out www.tweetgiving.org an follow the #tweetsgiving meme on Twitter.

Interview: TOMS Shoes Founder Blake Mycoskie on Entrepreneurship and Social Responsibility

jonsterp — Wed, 07 Oct 2009 05:01:50 +0000

After befriending children with no shoes in Argentina, Blake Mycoskie decided he wanted to help. He started TOMS Shoes in 2006 with a simple idea: With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for One.” The shoes were designed after the Argentine “alpargata” and 10,000 pairs were sold in the first year. The company has given away over 150,000 pairs of shoes to kids all over the world.

At the young age of 33, Blake has not only created an admirable brand, but he has also built a platform that allows anyone to provide a basic need to those that are often forgotten and ignored.

1. I love your quote: “I don’t want to be remembered for what I did, but what I gave away.” Have you always had this philosophy or did it develop over time?

As you grow and have different experiences, you learn what you want out of your life and what direction you will pursue. The things I have learned and people I have met over time have shaped my philosophy and have guided me to where I am now.

2. Designing a new type of shoe, starting a non-profit and building a brand that incorporates both seems like a lot to take on, did you ever consider partnering with a brand that already existed?

TOMS was such a unique model from the start, and we broke the mold in some respects of how most businesses operate, so we wanted to show others that this idea of incorporating giving could work on its own. It’s great now to be at a point where we can do some amazing collaborations with other brands like Ralph Lauren, Element Skateboards and even Dave Matthews Band.

3. What goes into the planning and execution of a shoe drop?

Our team in Argentina partners with hard-working non-profits to ensure the shoes get to the right communities around the world. We also have a team at our HQ in Santa Monica that organizes the Shoe Drop Tour experience for volunteers.

4. You’ve mentioned how a simple pair of shoes really empowers others to “go places” and obtain education, work, etc. Are there any plans for TOMS to expand into global initiatives around clean water, AIDS prevention, malnutrition, etc.?

We recognize there are other needs in the world, and look forward to the day when we can address them. Giving shoes helps empower individuals to rise up and begin addressing these issues within their own communities as well.

5. Having done relief work both near and far, how have the US shoe drops changed your perspective in regards to poverty here at home?

I’ve realized that the need in the United States is very different than our international efforts. For the US Shoe Drops, just being a friend for a day or engaging in a real conversation with those children has a huge impact. We bring white canvas TOMS to the children in the US to participate in a Style Your Sole, where the kids can express themselves and decorate their own pair of TOMS. One of the Spring Vagabonds came with us to New Orleans this past March. After helping a child color his shoes he told her, “You are the nicest person I’ve ever met.” What could be better than that?

6. While others are making wins in the area of technology you seem to have taken a “back to the basics” approach when it comes to businesses built around laundry service, billboards, and shoes. Why do you think it’s worked out so well?

TOMS has been successful because the concept is simple and people can relate to it. There are no complicated formulas; with every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for One.

7. You’ve mentioned that a lot of your ideas and inspiration come from Richard Branson. Why him?

Richard Branson started off as a young entrepreneur and has successfully launched numerous companies under the Virgin brand. He has created a solid, consistent brand that everyone recognizes. I want to take TOMS to that level!

Please make sure to learn more about TOMS Shoes. You can also tweet them @TOMSshoes and @BlakeMycoskie.

Labor Day, Last Day to Vote for “Here Come All the Latino Bloggers” SXSW Panel

Esteban Contreras — Sun, 06 Sep 2009 05:04:16 +0000

Kara Andrade from HablaHonduras and I have a panel up for consideration for the 2010 SXSW Interactive Festival and we’d appreciate it so much if you guys voted for us and commented here on SXSW’s PanelPicker.

Labor Day is the last day to vote!

You can also help us spread the word by sharing this link http://bit.ly/votesxsw with everyone you know.

The title of the panel is “Here Come All the Latino Bloggers” and we intend to boldy go where few Latinos have been expected to go before. You might have noticed the lack of latino representation at everybody’s favorite interactive event in Austin, TX, but I am proud to announce that the Latino blogger, columnist, and citizen journalist has finally arrived.

Our panel will be about what is happening online and offline in Latin America, including Streisand effects, citizen journalism, jounalism 2.0, social injustice, and the digital divide.

The panel will also let you find out out more about the bloggers that are leaving a mark in the US and worldwide in the name of Latin America when it comes to politics, social justice, marketing, music, and technology.

By the way, here are some of the questions we hope to answer with out panel:

What is the role of citizen media in the future media landscape in Latin America?
What are the main differences and challenges met compared to the US arena?
What is the role of the language for the media? Dual language or not?
How are these projects being funded and how are they sustaining themselves in developing markets?
What are the main challenges as far as technology?
What role does cellphone play in the landscape?
What privacy concerns do the introduction of citizen media in Latin America raise?
What are some case studies and best practices
Why don’t more people notice Latino bloggers and Latin American online media spaces?
What is the role of citizen media for emerging Spanish-speaking countries where democracy is shaky at best?

Interview: Cameron Strang, founder and CEO of RELEVANT Magazine

Esteban Contreras — Fri, 26 Jun 2009 05:00:18 +0000

For the 3rd episode of The Social Nerdia Show! I interviewed Cameron Strang, founder and CEO of RELEVANT Magazine, a magazine that has become a leading voice among 18-34 year old, faith motivated individuals.

I have been a big fan of Relevant for many years so it was more than awesome to chat with Cameron to learn more about him and the company. You can stream the conversation on the BTR player below or download the podcast on iTunes, and read some of my thoughts below.

When asked about why he started the magazine, Cameron said that he wanted “to make a difference” and that at the time ”there was no magazine that blended life issues, faith, and culture.” The foundation of it all was Relevant Media Group, which still provides media and web consulting services, followed by the release of relevantmagazine.com, and finally the first issue of RELEVANT Magazine in 2003. Cameron and Relevant have been able to create creative, fun and thought-provoking media that has spread through word of mouth, a strong online community, and grassroot efforts.

A decade or so after Cameron’s dream began to become a reality, he is still leading the company, which now has 40 bi-monthly issues and an audience that continues to grow, especially online. “We’re passionate about what we’re doing, all of our team works really hard,” he told me.

These days, after a much deserved sabbatical, Cameron is driving a lot of the social justice efforts that Relevant is involved with and focusing a lot more on the content for the magazine, web site and Relevant.TV. The high quality of such content is what makes Relevant possible (the magazine has to be good with that name, right?), and the very reason why you should check their stuff out.

We talked about a lot of other fun stuff, including the rapidly changing media lanscape, the dynamics of the Relevant Podcast, the problems with driving while on Twitter, the book “Flickering Pixels“, the tragic reality of monkey news, Cameron’s love for the Orlando Magic and the many iPhones he has lost, as well as the work that Relevant is doing in collaboration with A&E’s “The Cleaner”, and the long-term world changing efforts of RejectApathy (a partnership with the One Campaign).