0
Davide ‘Folletto’ CasaliSOCIALBRANDEXPERIENCE
Head of Design Startup AdvisorNIGHT.EU
Manifesto Ibridim a n i f e s t o i b r i d i . o r g
@Folletto
From: Brand Identikit © Gaetano GrizzantiAUSTRALOPITHECUSBRANDLOGOIdentifies a propertyNEANDERTHALBRANDMARKRepresent a trus...
Brands have a natural community of peoplefollowing and identifying each otherwith a shared set of beliefs and lifestyle.
Brands are inherently social.
“SOCIAL” IN MARKETING SPEAKMEANS MANY THINGSNOTSOCIALUSINGSOCIALBEINGSOCIALImplicit WoM Share / Viral Community
Brands tend to beon the right ofthis continuumNOTSOCIALUSINGSOCIALBEINGSOCIAL
Wouldn’t be nice if we had a reliable wayto design the sociality of brands?
RedBullStratos
INVESTED: 64M$ RETURN: 10B$Estimation from by http://www.nachrichten.at/sport/mehr_sport/Red-Bull-Stratos-Milliardenhoher-...
COMPETITION.
FOUR RELATIONAL MOTIVATIONS
CompetitionCuriosityExcellenceAffectionMOTIVATIONAL DIAMOND
COMPETITIONRED BULLFOURSQUAREWORLD OF WARCRAFT
COMPETITIONNIKEMERCEDESLINKEDINEXCELLENCEDRIBBBLE
NikeFind Your Greatness: Jogger
COMPETITIONGEGOOGLEHONDAEXCELLENCETWITTERCURIOSITYPINTEREST
GEFly into the Future: Knight Raider
COMPETITIONCOCA COLADISNEYFACEBOOKEXCELLENCEORKUTCURIOSITYAFFECTION
Coca ColaOpen Happiness: Hug Me Machine
Every brand has a trigger in these aspectsconscious of it, or not.
But…Who do we motivate?
“”Kevin Kelly1,000 True FansA True Fan is definedas someone who will purchaseanything and everything you produce.
TRUE FANS.
ADVOCATES.
MOTIVATE YOUR ADVOCATES.
THAT’S HOW YOU SCALE
Who are your #1 advocates?
YOUR EMPLOYEES.
“”Robert BeanIf you dont change inside you are stuck.Instead the external comms come later.Put the spotlight later.
Brand + Motivation + Employees + Advocates –> Everyone
THREE QUESTIONSTO MOVE FORWARD
1. Where is your company from a branding perspective?
2. What relational motivations motivate your advocates?
3. How much is your company a social business?
“”Bruno MunariTo complicate is easy, to simplify is hard.To complicate, just add,everyone is able to complicate.Few are ab...
Thanks.@FollettoIF YOU HAVE ANY QUESTION:
Social Brand Experience: How to Manage a Motivational Brand
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Social Brand Experience: How to Manage a Motivational Brand

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The deck highlights certain brand dynamics that can be effectively triggered to create communities and make a more cohesive brand.
Presented at the Social Business Summit 2013 and Digital Shoreditch 2013.

Published in: Design, Business, Technology
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  • The presentation above shows just a the core element of Motivational Design, not all the factors that play a role in the model. Plus, we would probably need an encyclopaedia for all the factors in a general sense. Human beings are complex. ;)

    We extracted these four relational motivations from broader psychology studies and matched them with our direct experience of their effectiveness in designing social systems. We highlight the relational part, because again the whole field of motivations (from a psychological perspective) is big, and not all of them trigger social interactions.
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  • I think identification is a prime motivator, shared values etc. Is there any particular reason it is missing from this?
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Transcript of "Social Brand Experience: How to Manage a Motivational Brand"

  1. 1. Davide ‘Folletto’ CasaliSOCIALBRANDEXPERIENCE
  2. 2. Head of Design Startup AdvisorNIGHT.EU
  3. 3. Manifesto Ibridim a n i f e s t o i b r i d i . o r g
  4. 4. @Folletto
  5. 5. From: Brand Identikit © Gaetano GrizzantiAUSTRALOPITHECUSBRANDLOGOIdentifies a propertyNEANDERTHALBRANDMARKRepresent a trustSAPIENS SAPIENSBRANDBRANDWay of Being
  6. 6. Brands have a natural community of peoplefollowing and identifying each otherwith a shared set of beliefs and lifestyle.
  7. 7. Brands are inherently social.
  8. 8. “SOCIAL” IN MARKETING SPEAKMEANS MANY THINGSNOTSOCIALUSINGSOCIALBEINGSOCIALImplicit WoM Share / Viral Community
  9. 9. Brands tend to beon the right ofthis continuumNOTSOCIALUSINGSOCIALBEINGSOCIAL
  10. 10. Wouldn’t be nice if we had a reliable wayto design the sociality of brands?
  11. 11. RedBullStratos
  12. 12. INVESTED: 64M$ RETURN: 10B$Estimation from by http://www.nachrichten.at/sport/mehr_sport/Red-Bull-Stratos-Milliardenhoher-Werbewert;art109,984382
  13. 13. COMPETITION.
  14. 14. FOUR RELATIONAL MOTIVATIONS
  15. 15. CompetitionCuriosityExcellenceAffectionMOTIVATIONAL DIAMOND
  16. 16. COMPETITIONRED BULLFOURSQUAREWORLD OF WARCRAFT
  17. 17. COMPETITIONNIKEMERCEDESLINKEDINEXCELLENCEDRIBBBLE
  18. 18. NikeFind Your Greatness: Jogger
  19. 19. COMPETITIONGEGOOGLEHONDAEXCELLENCETWITTERCURIOSITYPINTEREST
  20. 20. GEFly into the Future: Knight Raider
  21. 21. COMPETITIONCOCA COLADISNEYFACEBOOKEXCELLENCEORKUTCURIOSITYAFFECTION
  22. 22. Coca ColaOpen Happiness: Hug Me Machine
  23. 23. Every brand has a trigger in these aspectsconscious of it, or not.
  24. 24. But…Who do we motivate?
  25. 25. “”Kevin Kelly1,000 True FansA True Fan is definedas someone who will purchaseanything and everything you produce.
  26. 26. TRUE FANS.
  27. 27. ADVOCATES.
  28. 28. MOTIVATE YOUR ADVOCATES.
  29. 29. THAT’S HOW YOU SCALE
  30. 30. Who are your #1 advocates?
  31. 31. YOUR EMPLOYEES.
  32. 32. “”Robert BeanIf you dont change inside you are stuck.Instead the external comms come later.Put the spotlight later.
  33. 33. Brand + Motivation + Employees + Advocates –> Everyone
  34. 34. THREE QUESTIONSTO MOVE FORWARD
  35. 35. 1. Where is your company from a branding perspective?
  36. 36. 2. What relational motivations motivate your advocates?
  37. 37. 3. How much is your company a social business?
  38. 38. “”Bruno MunariTo complicate is easy, to simplify is hard.To complicate, just add,everyone is able to complicate.Few are able to simplify.
  39. 39. Thanks.@FollettoIF YOU HAVE ANY QUESTION:
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