The 5 C’s of Brand Socialization
A roadmap to business generation powered by social media
BRAND
SOCIALIZATION
CONTINUOUSLY

Socialization
“…to render social, to make fit for living in society…”
Clausen 1968

Brands are just names for solutions.
Needs
Solutions
Branded Solutions
And very very useless, if people don’t discuss them.

Brand Socialization
[Brand] Socialization refers to the process of learning
one’s [consumer-]culture and how to live within it.
[Brand] Socialization should provide the skills,
[the methods,] the habits [and the technologies]
necessary for acting and participating within the society.
Wikipedia & [me]

Why are we thinking
about this?
“Don’t expect your customer to visit you,
YOU have to meet her in her interest fields”
5

Brand Socialization (applied to Facebook)
CONTENT
What?
Give access to unique content or
applications that enrich people’s lives in
a tangible way. Transform branding from
professional irritant to useful precious.
How?
On Facebook companies can offer
brand content in original formats
BRAND
(e.g. branded utilities or widgets).
SOCIALIZATION
CONTINUOUSLY Example: Blokbuster’s “Movie Clique”-application

Thank you for
Your Attention
Traditional Advertising Stops Here

Brand Socialization (applied to Facebook)
CONTRIBUTION
What?
User generated content makes your
brand promise genuine and utterly
convincing. Make them engage, share,
personalize, … and before you know they
will have become brand ambassadors.
How?
Facebook offers an experience-sharing
BRAND platform that allows its users to
SOCIALIZATION
contribute opinions, photo’s and video’s
empowering the social affirmation of an
entire community behind your product.
CONTINUOUSLY Example: Victoria’s Secret Facebook Page

Brand Socialization (applied to Facebook)
CONTEXTUALIZATION
What?
No more is a brand what the company
says about its product. It’s what a friend
tells a friend. Social context to product
-interest, -preference, -purchase or -use
offers a much richer interpretation.
How?
Facebook allows travelling content,
BRAND from friend to friend. Brands become a
SOCIALIZATION part of people's daily conversations;
- interest or preference Facebook Groups
- purchases Beacon
- ads Social Ads
CONTINUOUSLY Example: Facebook example for Social Ads

Brand Socialization (applied to Facebook)
CONTINUOUSLY
What?
Brand communication is surpassing the
boundaries of time & space. Brand
conversations are taking place anytime
involving people from anyplace around
the world. Make your brand ubiquitous.
How?
Facebook is accessible 24/7 from any
BRAND
kind of device with internet connection.
SOCIALIZATION
CONTINUOUSLY Example: Mobile Facebook

Brand Socialization (applied to Facebook)
CONVERSATION
What?
Continue the dialogue wholeheartedly.
Guide them through non-stop interaction
from interest into action. An ongoing
conversation leads to a relationship and
a relationship leads to affinity.
Qualify & follow-up their needs.
How?
BRAND
Facebook offers the possibility to
SOCIALIZATION
leverage the conversation up to a next
chapter in the decision making process.
CONTINUOUSLY Example: H&M Facebook page refers to H&M online shop

AMBASSADOR PROGRAM
PROsumer PROducer
BRAND
SOCIALIZATION
SOCIAL AFFIRMATION ONGOING DIALOGUE
CONTINUOUSLY
PROspect
BUSINESS GENERATION

Marketing Communication
….is not walking the classical path anymore

“We aren’t in the telling business…
We are in the catalyst business”
ScenarioDNA
The Consumer Insights Think Tank

The -SO WHAT!?- Slide
So What!?
Blogs, Facebook, Twitter, YouTube… they are just channels. Correct.
For them to really work, you need
- a social product and/or a sticky story around the brand
- passionate people on the inside (Conversation Managers Champs)
- useful and precious content online (e.g. branded utilities)
- just one killer-idea
…and someone skeptic to filter out the bad ideas
MY BEST HINT Challenge @Crusty from Emakina.com
@Moorke