This is a strategic provocation from wolfzhowl around the deployment & usage of Facebook's newly launched "Share Photo Album" feature. This attempts to understand the mechanics of the feature, how human beings will use it for which possible emotional - social needs and how brand hence can leverage it. This provocation again clearly demonstrates as to why Digital/Social are driven by people, their emotional personal & social needs and hence how it is important to understand their behaviour and then map the channel insights of that particular medium's facilitates & satisfies those emotional human needs (which is where channel mechanic kick-in). This is the reason why DIgital media brands like Linkedin, Facebook, Twitter etc; actually need behaviour strategy experts in-house to help design features as well as to explaining to brands & agencies on how to employ them!

1. Facebook is launching “Shared Photo Album”” in an era where
digital photography & smart phone has made every a semi-
professional clicker!

2. Facebook “Shared Photo Album”

3. Index
• Mechanics explained: App functions
• Facts about the application
• How will the social-surfer employ it?
• How Brands can leverage it?

4. Index
• Mechanics explained: App functions
• Facts about the application
• How will the social-surfer employ it?
• How Brands can leverage it?

5. Shared Photo Album - Functionality

6. Index
• Mechanics explained: App functions
• Facts about the application
• How will the social-surfer employ it?
• How Brands can leverage it?

7. 10,000 photos can be added on the album, 50 contributors can
be added and every contributor has a limit of 200 photos.
Sounds Vast!
But lets get real
No user will add 200 photos individually in one album
No album will have 50 contributors at once
No album will have 10,000 photos uploaded
It is always good to have more space - 10,000 photos, 50 contributors, 200 photos each
But more space is not a necessity, so don’t go with the numbers above . Keeping it
simple, small and real is what makes a tool work on social. Think even 3/5 people
uploading a pic each – but boundaries are as large as 10k pix, 50 ppl & 200 pix per
person as the flexibility (maybe Woodstock, F1 etc, big fat Greek or Indian wedding;
will see utilization of the outer boundary)
About the Application - Facts

8. At the core, the feature simply put is:
# for a set of pictures, possibly around a single
purpose. A moot point, a single bucket which
capture visuals from multiple pic-up loaders!

9. Index
• Mechanics explained: App functions
• Facts about the application
• How will the social-surfer employ it?
• How Brands can leverage it?

10. How will it be useful for Aam Janta?
• Education – Sharing notes for an upcoming exam with the entire classroom by uploading Jpegs on the album. An
important project slide can also be shared through screenshots uploaded. Hence creating a knowledge hub wherein all
important notes and projects are stored. These notes can be referred at any point of time, even after completing a
certain course.
• Planning a trip – Planning a trip with fiends for the upcoming vacations? Creating a group wherein friends can pool in
their suggestions by uploading a photo of their desired vacation spot. This will open conversations and build a beautiful
content for the album. In short, creating a discussion group.
• Surprise Birthday gift or a friend - This tool can be used to plan a surprise birthday gift for a friend. Friends can
suggest a perfect birthday gift by uploading Jepg on the album. Or one of the friend can visit a showroom, take a few
pictures of the desired gift, get feedback and comments on it and then come to decision. Friends who have pooled
money to buy a friend a gift, often employ one friend t be the procurer, but want to have a say in picking a gift out of
multiple options that the procurer socuts for.
• Relive the past – Some precious moments from your school/colleges days can uploaded in one single album. Rather
than gathering scattered piece of information, this tool will be a hub where your special moments can be stored. A
great way to interact with old friends and keep in touch with them. This could be a photo book for many years to
come.
• Wedding - This tool can be used as a wedding album which will remain as a memory for years to come. Wedding is a
great occasion for friends, relatives to interact and have fun. Multiple photos are taken on this occasion by ,multiple
clickers. This tool can be used to add thousands of photos by multiple users thereby creating a wonderful and colorful
album. With the tag option, one can tag as many guests as they want. The wedding couple could create an empty
album and nominate friends whom they know are shutter-bugs – who can then pool their individual expressions
collectively in one bucket, which Is easily accessible to the wedding couple.
• Etc;

11. Index
• Mechanics explained: App functions
• Facts about the application
• How will the social-surfer employ it?
• How Brands can leverage it?

12. How brands can benefit
Nescafe creates an album called "pappa rappa paa raa ra" and says: "upload your
favourite Nescafé morning moments" - best one wins. Consumer has to put-up a
picture, give it a caption and the one with the most likes wins a Nescafe morning
brunch/breakfast in a nice location - where Nescafe is served.
What's in it for the brand?: People on Social Media get to see and associate other's
morning moments with Nescafe & you are influencing others to have Nescafe in
the morning! #Nescafe mornings pictorially.
“pappa rappa paa raa ra”
“Birthday’s ”
Making birthday parties a special moment for all, brand can add photos of the
birthday parties and also capture emotions, expressions of other users present at
the outlet. These photos can be uploaded on their brand page with a Mc Donalds
logo on the picture, this is not only giving the user importance but also promoting
the fact that birthday parties at McDonalds can be exciting for all. Hence
influencing another set of parents to celebrate their kid’s birthday at McDonalds
#Mcbirthday pix..

13. “Fizz Facts”
Users to upload Interesting Meme highlighting current affairs
(sports, politics, entertainment). The best Meme wins a fizz-treat
Memes help in reaching a wider audience as it works in the mechanism of sharing!
Who is the cool-buddy to hang out with & cool hang-out moments can be a cntest as
well, where #coolhangoutmoments pix are mooted and hence brand proposition is
brought alive to the consumer.

14. Upload your let's go moments and win x% discount on your alto spare parts
etc.
A brand which already involves propositions like Family, emotions &
relationships, seems like a perfect tool to leverage upon
This campaign will be targeted for newly married couples planning to buy a
first car, who are then influenced by the “let’s go moments of a young ouple
who already owns an ALTO”. #momentsoflet’sgo pics.
“Alto Lets Go Moments”
Automotive brands can push contestants/participants to share live pictures
from the drives . For Example, Ford Urban discoveries, here the participants
can share live photos from the drive thereby generating higher user content.
User content with highest likes or reach can win a week with car. So a
contest within a contest . #moments of discovery pic – hence possibly
establishing a SUV brand as the best discovery brand – igniting need to
offroad and dscover on the part of others. Best pics can be rewarded by A
Mahindra Scorpio with free-stay on their next off road trip by Club
Mahindra Holidays.
“Live updates from launch or
drives”
How brands can benefit

15. “A Live Car Launch by users”
A campaign where random users have to collect clues on ground about the
upcoming car, take a picture of it (Tyre mark, a particular design element of
the car) and upload it on Facebook. With the completion of all the clues, the
brand will then unveil the car. Every user will be gratified with their names
being highlighted on the brand page. This campaign is suited for car
enthusiasts and is useful for niche brands whose popularity quotient is good
among fans (Audi, BMW, Merc,). A #of different parts of the car which are
spotted in a treasure hunt fashion by auto-enthusiasts. Only after all X
number of parts are uploaded to the album will the new car be revealed.
“Look Vs occasion”
Users will be given a new situation/occasion everyday, they have to take a
picture of themselves with the look that will suit the best. The best suited
look will win a hamper. Photos will be open to suggestions and comments.
A #of styles mapped over life-moments which drives both the brand core as
well as seeds usage occasion ideas to the consumer.
How brands can benefit

16. “On-ground events”
A lot of people come for a brand’s on-ground event. Launch function, engagement
camps etc; A lot of people post pictures of them & their friends. But a lot of pictures
get spread away from the brand. Hence the brand can actually create an album
and tell all the foot-falls to upload to this album. These tagged uploads then
automatically increase reach & viral-potency of the brand activity. #event pictures.

17. Don’t put the cart before the horse. Consumer
behavioral insights always come before the channel
insights. Both are equally important, but the
sequence of thinking is as important too.
Digital an interactive, almost biological alive medium
is even more so dependent on the emotional needs
of a behaviour which are then facilitated using
channel behaviour/usage insights!

18. Source: #stratalogues
Strategic instigation by: @wolfzhowl
Who is @wolfzhowl?
@wolfzhowl is a behaviour & brand strategy consultancy, which believes in:
Problem-loving: We love all kinds of behaviour/brand problems. Whether it is the end-
consumer, influencer, sales force motivation issues, communication issues, perception
change issues, getting your HR team to incorporate your brand vision based KPI’s into
the evaluation system etc;…We feign over problems. So the specialization is in problem-
solving (yes! As undefined as that & facilitation of solution management &
implementation)
Un-tooling: Too many tools in the world. One tool does not fit all – hence we do
bespoke. Custom built solutions and approaches for unique problems. It’s painful for us,
but fruitful too.
Why the name wolfzhowl: Because it is about animal instincts, intuition and
transformation. Our inspiration to self & to others:
http://www.slideshare.net/ChallapalliKalyanRam/wolfzhowl-anthem-1
In-detail: in.linkedin.com/in/challapallikalyan/
#stratalogues on Facebook & twitter

19. …howl
http://www.slideshare.net/ChallapalliKalyanRam/wolfzhowl-anthem-1