What is Social Currency?

Any coincidence Starbucks was born in Seattle ? (The US city with the highest inbound migration rate) City with the highest inbound migration in the US ? ? ? ? ? ? ? ? ?

= A lot of young people uprooted, looking for community? “ we are the social network” CEO Howard Schulz

Starbucks’ Success is based on 2 key benefits of Social Currency (1) How does this product help me belong ? (2) How does this product make me significant ? Friends The “Third Place” Community Coffee Lovers Shared Values $4 coffee? Skinny latte decaf whatever ~ 190,000 permutations Coffee Connoisseur Barista Service

There are many social tools out there ...but which HANDHELD BRAND is this? My parents definitely wouldn’t use [ this brand ], maybe that’s why we like it Me and my friends all use it. It’s like a ritual for us. Routine... We even make up our own games. I wouldn’t be seen with [ rival brand ] in my pocket. That’s for losers like the ones who need dad’s pocket money When I’m out it’s in my hand most of the time. Sometimes I can meet new people with it.

Did you guess it? My parents definitely wouldn’t use [this brand], maybe that’s why we like it Me and my friends all use it. It’s like a ritual for us. Routine... We make up our own games. I would be seen with [rival brand] in my pocket. That’s for losers like the ones who need dad’s pocket money When I’m out it’s in my hand most of the time. Sometimes I can meet new people with it.

Any coincidence that after decades of ineffective “health education” US teen smoking rates finally began to decline in 1999? ...the same year that youth mobile ownership began to take off

You see, youth don’t care if it’s technology, social media or a packet of cigarettes as long as it delivers SOCIAL CURRENCY

When I volunteer for Boost Mobile’s Rock Corps I am significant; I can tell my friends about it

When I attend Red Bull’s Music Academy I belong to a peer group of artists and creatives

When Apple creates a touch screen phone I have significance through something to show you

When Scion creates events on the West Coast, I can show off my tricked out auto

What is your product’s social currency ? ?

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