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.

Kate Canales and Ben McAllister hosted a session at SXSW.

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Unwritten Rules: Brands, Social Psychology and Social Media Presentation Transcript

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