Hello
HelloKate   Ben
Unwritten Rules:Brands, Social Psychology,and Social Media
Imagine this scenario...
Out to dinner with friends
Di erent scenario...
A dinner party
Tipping = generous
Tipping = generousCash at a dinner party = awkward
vs.Dinner party         Restaurant
ree relationship types:Authority    Exchange    Communality
Authority
Exchange
Communality
ree relationship types:Authority    Exchange    Communality
eory:
eory:   Reality:
ga e awkward taboo faux pas
Which set of rules to follow?
“It would be great if...”
Online, this all falls apart.
Awkward
Awkward   Meaningful
How do brands successfullymake this transition?(from exchange to communality)
Brand building throughbehavior.
Brand building throughbehavior.1. Pull back the curtain
Brand building throughbehavior.1. Pull back the curtain2. Stop selling and start sharing
Brand building throughbehavior.1. Pull back the curtain2. Stop selling and start sharing3. Stop talking and start listening
e unwritten rules of social media:
e unwritten rules of social media:Communality
e unwritten rules of social media:CommunalityBrands need to adapt.
e unwritten rules of social media:CommunalityBrands need to adapt.Build meaning through behavior.
What are yougoing to bringto the party?
Capital One Product Innovation for New Customer Acquisitions/ Confidential and Rackspace                                  ...
Unwritten Rules: Brands, Social Psychology and Social Media
Unwritten Rules: Brands, Social Psychology and Social Media
Unwritten Rules: Brands, Social Psychology and Social Media
Unwritten Rules: Brands, Social Psychology and Social Media
Unwritten Rules: Brands, Social Psychology and Social Media
Unwritten Rules: Brands, Social Psychology and Social Media
Unwritten Rules: Brands, Social Psychology and Social Media
Unwritten Rules: Brands, Social Psychology and Social Media
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Unwritten Rules: Brands, Social Psychology and Social Media

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Kate Canales and Ben McAllister hosted a session at SXSW.

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Unwritten Rules: Brands, Social Psychology and Social Media

  1. 1. Hello
  2. 2. HelloKate Ben
  3. 3. Unwritten Rules:Brands, Social Psychology,and Social Media
  4. 4. Imagine this scenario...
  5. 5. Out to dinner with friends
  6. 6. Di erent scenario...
  7. 7. A dinner party
  8. 8. Tipping = generous
  9. 9. Tipping = generousCash at a dinner party = awkward
  10. 10. vs.Dinner party Restaurant
  11. 11. ree relationship types:Authority Exchange Communality
  12. 12. Authority
  13. 13. Exchange
  14. 14. Communality
  15. 15. ree relationship types:Authority Exchange Communality
  16. 16. eory:
  17. 17. eory: Reality:
  18. 18. ga e awkward taboo faux pas
  19. 19. Which set of rules to follow?
  20. 20. “It would be great if...”
  21. 21. Online, this all falls apart.
  22. 22. Awkward
  23. 23. Awkward Meaningful
  24. 24. How do brands successfullymake this transition?(from exchange to communality)
  25. 25. Brand building throughbehavior.
  26. 26. Brand building throughbehavior.1. Pull back the curtain
  27. 27. Brand building throughbehavior.1. Pull back the curtain2. Stop selling and start sharing
  28. 28. Brand building throughbehavior.1. Pull back the curtain2. Stop selling and start sharing3. Stop talking and start listening
  29. 29. e unwritten rules of social media:
  30. 30. e unwritten rules of social media:Communality
  31. 31. e unwritten rules of social media:CommunalityBrands need to adapt.
  32. 32. e unwritten rules of social media:CommunalityBrands need to adapt.Build meaning through behavior.
  33. 33. What are yougoing to bringto the party?
  34. 34. Capital One Product Innovation for New Customer Acquisitions/ Confidential and Rackspace © 2011 frog design. Confidential & Proprietary. 42Proprietary
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