Unwritten Rules: Brands, Social Psychology and Social Media

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: 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?

http://designmind.frogdesign.com	242
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