- Businessman | 1967 -
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
BrandMarketingEmbraceStorytelling
There is a growing awareness among brands that in order to participate in conversations that are taking place across social networks, they must join these discussions on the basis of something that is meaningful to their customers.
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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?
WorkChallengeSocial MediaSupport
As more people use social media to tell the story of the future, the wants and needs of more people will be reflected.
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The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways.
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The currency of universal values make brands innately sharable.
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Let's hope brands recognize that the true power of this technology is not its reach but its ability to communicate substance that adds meaning to our lives. Otherwise, brands will be investing in technology that consumers simply won't buy.
TechnologyHopePowerReachMeaning
With the never-ending stream of new social technologies, apps and platforms rolling out every day, its easy to get lost in the minutiae of social media. Yet for there to be effective change, especially within large, top-down, hierarchical institutions, a company must have an over-arching understanding of the new role it has to play.
ChangeDaySocial MediaUnderstanding
If a brand wants to build social communities, capital and influence, it must become the chief celebrant of its community, not its celebrity. This simple shift in approach unlocks enormous transformative potential for brands.
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As we all know, lasting relationships can't be rushed.
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When something works for you or another brand, ask yourself, 'Why?' Then don't copy it but think about what you can do that's unique to you and better.
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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.
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