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THE 7F MODELOF BRAND INTERACTION      THEY are Boris Nihom           @borisnihom     www.theyhaveawebsite.com            A...
QUESTION:Why do people interact with brands?
WRONG ANSWER (1):Because it is cool to do so.
WRONG ANSWER (2):Because ad agencies want them to.
WRONG ANSWER (3):Because a brand wants a social media campaign.
RIGHT ANSWER:          People interact with brands,    if and only if the expected value of theinteraction is higher than ...
INTERACTIONEXPECTED VALUE                                               NO INTERACTION                     PERCEIVED COSTS...
THE 7F MODELThere are seven factors that determine      the value of an interaction.
FUN   FRESH   FORTUNE   FRIENDS   FAME   FUNCTION   inFLUENCE
FUN   FRESH        FORTUNE        FRIENDS         FAME         FUNCTION   inFLUENCE      USE HUMOR, WITTINESS OR ARTISTIC ...
FUN           FRESH        FORTUNE       FRIENDS        FAME         FUNCTION      inFLUENCEDEVELOP A CONCEPT THAT HASN’T ...
FUN         FRESH        FORTUNE        FRIENDS        FAME         FUNCTION       inFLUENCE      GIVE (THE CHANCE TO WIN)...
FUN          FRESH        FORTUNE       FRIENDS        FAME         FUNCTION        inFLUENCE      HELP TO FIND LIKEMINDS ...
FUN         FRESH        FORTUNE       FRIENDS        FAME        FUNCTION       inFLUENCE      PROVIDE THE OPPORTUNITY TO...
FUN   FRESH   FORTUNE       FRIENDS         FAME    FUNCTION   inFLUENCE              OFFER A RELEVANT SERVICE OR UTILITY
FUN          FRESH         FORTUNE        FRIENDS        FAME         FUNCTION       inFLUENCE INVITE PEOPLE TO EXERT THEI...
SOME EXAMPLESHow to use the model to analyze platforms,   utilities and interactive campaigns.
EXAMPLE LEGO DESIGNbyME is a platform where    Lego fans can upload virtual legodesigns and order the right bricks to buil...
FUN   FRESH         FORTUNE        FRIENDS         FAME          FUNCTION   inFLUENCE      THE FUN OF LIMITLESS IMAGINATIO...
FUN           FRESH        FORTUNE       FRIENDS        FAME        FUNCTION      inFLUENCENO OTHER TOY COMPANY USES MASS ...
FUN   FRESH           FORTUNE       FRIENDS         FAME        FUNCTION   inFLUENCE              LEGO HOSTS CONTESTS WITH...
FUN   FRESH        FORTUNE       FRIENDS         FAME         FUNCTION   inFLUENCE         GET IN TOUCH WITH OTHER LEGO FA...
FUN     FRESH        FORTUNE        FRIENDS        FAME         FUNCTION   inFLUENCE      UPLOAD YOUR DESIGN TO THE LEGO G...
FUN   FRESH        FORTUNE        FRIENDS        FAME          FUNCTION   inFLUENCE              UNIQUE LEGO DIGITAL DESIG...
FUN   FRESH          FORTUNE        FRIENDS        FAME            FUNCTION   inFLUENCE              WINNING DESIGNS CAN M...
EXAMPLE  Vodafone ‘Upgrade a Stranger’ was an onlinecampaign in which people got to give away mobile    internet related g...
FUN   FRESH        FORTUNE        FRIENDS        FAME         FUNCTION   inFLUENCE         FUNNY REACTIONS BY PEOPLE WHO W...
FUN   FRESH   FORTUNE        FRIENDS         FAME     FUNCTION   inFLUENCE              USE OF REAL-TIME INTERACTIVE WEBVI...
FUN   FRESH     FORTUNE       FRIENDS        FAME      FUNCTION   inFLUENCE              EXTRA PRICES WERE RAFFLED AMONG V...
FUN   FRESH        FORTUNE        FRIENDS        FAME         FUNCTION   inFLUENCE         VOTERS COULD ‘PLAY GOD’ AND DEC...
EXAMPLE Nike+ lets runners keep track of their runs,via a GPS enabled smartphone, and interact         through an online p...
FUN   FRESH    FORTUNE       FRIENDS       FAME      FUNCTION   inFLUENCE              SMART USE OF GPS TRACKING TECHNOLOGY
FUN     FRESH        FORTUNE       FRIENDS        FAME         FUNCTION   inFLUENCE      GET IN TOUCH WITH RUNNERS ALL OVE...
FUN   FRESH       FORTUNE       FRIENDS        FAME         FUNCTION   inFLUENCE       VIRTUALLY COMPETE AGAINST OTHER RUN...
FUN   FRESH      FORTUNE       FRIENDS       FAME        FUNCTION   inFLUENCE              TRACK YOUR OWN RUNS AND RECEIVE...
FUN        FRESH        FORTUNE       FRIENDS        FAME         FUNCTION      inFLUENCE      SET NEW PUBLIC CHALLENGES A...
EXAMPLEIkea created a Facebook profile for a local storemanager and gave away free products to people  who tagged themselve...
FUN   FRESH        FORTUNE       FRIENDS        FAME         FUNCTION   inFLUENCE              SMART GAMING ELEMENT CAUSED...
FUN   FRESH       FORTUNE       FRIENDS        FAME         FUNCTION   inFLUENCE      FIRST LARGE CAMPAIGN ON FACEBOOK BAS...
FUN   FRESH      FORTUNE       FRIENDS        FAME        FUNCTION   inFLUENCE              CONTESTANTS COULD WIN FREE IKE...
FUN           FRESH        FORTUNE       FRIENDS        FAME        FUNCTION     inFLUENCE      WINNERS WERE MADE PUBLIC T...
FUN   FRESH          FORTUNE       FRIENDS        FAME            FUNCTION   inFLUENCE              GENUINE INTERACTION WI...
THEY THANK YOU!     THEY are Boris Nihom          @borisnihom    www.theyhaveawebsite.com           April 2011
7F Model of Brand Interaction
7F Model of Brand Interaction
7F Model of Brand Interaction
7F Model of Brand Interaction
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7F Model of Brand Interaction

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7F Model of Brand Interaction

  1. 1. THE 7F MODELOF BRAND INTERACTION THEY are Boris Nihom @borisnihom www.theyhaveawebsite.com April 2011
  2. 2. QUESTION:Why do people interact with brands?
  3. 3. WRONG ANSWER (1):Because it is cool to do so.
  4. 4. WRONG ANSWER (2):Because ad agencies want them to.
  5. 5. WRONG ANSWER (3):Because a brand wants a social media campaign.
  6. 6. RIGHT ANSWER: People interact with brands, if and only if the expected value of theinteraction is higher than the perceived costs.
  7. 7. INTERACTIONEXPECTED VALUE NO INTERACTION PERCEIVED COSTS (TIME, EFFORT, PRICE)
  8. 8. THE 7F MODELThere are seven factors that determine the value of an interaction.
  9. 9. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE
  10. 10. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE USE HUMOR, WITTINESS OR ARTISTIC VALUE TO MAKE IT FUN TO ENGAGE
  11. 11. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCEDEVELOP A CONCEPT THAT HASN’T BEEN EXECUTED BEFORE OR MAKE CREATIVE USE OF A NEW TECHNOLOGY
  12. 12. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE GIVE (THE CHANCE TO WIN) A REWARD: MONEY, GOODS AND SERVICES OR A DISCOUNT
  13. 13. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE HELP TO FIND LIKEMINDS OR TO ENGAGE WITH OTHERS WHO SHARE A COMMON INTEREST
  14. 14. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE PROVIDE THE OPPORTUNITY TO SHARE AND COMPARE ACCOMPLISHMENTS WITH OTHERS
  15. 15. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE OFFER A RELEVANT SERVICE OR UTILITY
  16. 16. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE INVITE PEOPLE TO EXERT THEIR INFLUENCE ON COMPANY BEHAVIOR AND RECOGNIZE THEIR EXPERTISE
  17. 17. SOME EXAMPLESHow to use the model to analyze platforms, utilities and interactive campaigns.
  18. 18. EXAMPLE LEGO DESIGNbyME is a platform where Lego fans can upload virtual legodesigns and order the right bricks to build them in real life.
  19. 19. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE THE FUN OF LIMITLESS IMAGINATION IS AT THE CORE OF THE LEGO BRAND
  20. 20. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCENO OTHER TOY COMPANY USES MASS CUSTOMIZATION TO ENABLE PEOPLE TO ORDER THEIR OWN DESIGNS
  21. 21. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE LEGO HOSTS CONTESTS WITH PRIZES FOR WINNING DESIGNS
  22. 22. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE GET IN TOUCH WITH OTHER LEGO FANATICS AND SHARE DESIGNS
  23. 23. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE UPLOAD YOUR DESIGN TO THE LEGO GALLERY AND HAVE PEOPLE VOTE FOR IT
  24. 24. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE UNIQUE LEGO DIGITAL DESIGNER SOFTWARE FOR FREE
  25. 25. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE WINNING DESIGNS CAN MAKE IT TO OFFICIAL PRODUCTION
  26. 26. EXAMPLE Vodafone ‘Upgrade a Stranger’ was an onlinecampaign in which people got to give away mobile internet related gifts to random strangers, on behalf of Vodafone.
  27. 27. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE FUNNY REACTIONS BY PEOPLE WHO WERE SURPRISED WITH A GIFT
  28. 28. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE USE OF REAL-TIME INTERACTIVE WEBVIDEO
  29. 29. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE EXTRA PRICES WERE RAFFLED AMONG VOTERS
  30. 30. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE VOTERS COULD ‘PLAY GOD’ AND DECIDE WHO RECEIVED THE GIFT
  31. 31. EXAMPLE Nike+ lets runners keep track of their runs,via a GPS enabled smartphone, and interact through an online platform.
  32. 32. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE SMART USE OF GPS TRACKING TECHNOLOGY
  33. 33. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE GET IN TOUCH WITH RUNNERS ALL OVER THE WORLD AND SHARE YOUR ROUTE
  34. 34. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE VIRTUALLY COMPETE AGAINST OTHER RUNNERS IN ORGANIZED RUNS
  35. 35. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE TRACK YOUR OWN RUNS AND RECEIVE FEEDBACK
  36. 36. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE SET NEW PUBLIC CHALLENGES AND CREATE YOUR OWN SHOE DESIGNS WITH NIKE ID
  37. 37. EXAMPLEIkea created a Facebook profile for a local storemanager and gave away free products to people who tagged themselves in catalogue photos.
  38. 38. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE SMART GAMING ELEMENT CAUSED EXTRA EXCITEMENT
  39. 39. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE FIRST LARGE CAMPAIGN ON FACEBOOK BASED ON TAGGING OF PHOTOS
  40. 40. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE CONTESTANTS COULD WIN FREE IKEA FURNITURE
  41. 41. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE WINNERS WERE MADE PUBLIC THROUGH SPREAD OF TAGGED PHOTOS AMONG USER PROFILES
  42. 42. FUN FRESH FORTUNE FRIENDS FAME FUNCTION inFLUENCE GENUINE INTERACTION WITH THE ACTUAL STORE MANAGER
  43. 43. THEY THANK YOU! THEY are Boris Nihom @borisnihom www.theyhaveawebsite.com April 2011

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