Social Brand Experience: a model for the sociality of brands

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The motivational model (competition, excellence, curiosity, affection) is a simple but effective way to frame the social dynamics of brands and can be used to assess and create proper cross-media strategies.

This is the updated version of my previous talk on the subject. It was presented at Swipe Summit 2016 (Dublin).

Videos:
. Nike: https://www.youtube.com/watch?v=2JnYcuRW_qo
. GE: https://www.youtube.com/watch?v=M6tAgUcuNN0
. Coca Cola: https://www.youtube.com/watch?v=-A-7H4aOhq0

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Social Brand Experience: a model for the sociality of brands

  1. SOCIAL BRAND EXPERIENCE Davide ‘Folletto’ Casali
  2. Manifesto Ibridi F E L L O W UX REDIRECTOR NIGHT.EU ADVISOR
  3. @Folletto
  4. SOCIAL? PART I
  5. Social Media Strategy
  6. Social Media Strategy THE CHANNEL IS A TECHNICALITY
  7. Social Brand DISCONNECTION
  8. THE SOCIALITY OF BRANDS PART II
  9. From: Brand Identikit © Gaetano Grizzanti AUSTRALOPITHECUS BRAND LOGO Identifies a property NEANDERTHAL BRAND MARK Represent a trust SAPIENS SAPIENS BRAND BRAND Way of Being
  10. Brands have a natural community of people following and identifying each other 
 with a shared set of beliefs and lifestyle.
  11. Brands are inherently social
  12. “SOCIAL” IN MARKETING STRATEGIES CAN MEAN TOO MANY THINGS NOT SOCIAL USING SOCIAL PLATFORMS BEING
 SOCIAL Implicit WoM Share / Viral Community
  13. Brands tend to be
 on the right of
 this continuum NOT SOCIAL USING SOCIAL BEING
 SOCIAL
  14. RELATIONAL MOTIVATIONS PART III
  15. RedBull Stratos
  16. INVESTED: 64M$ RETURN: 10B$ Estimation from by http://www.nachrichten.at/sport/mehr_sport/Red-Bull-Stratos-Milliardenhoher-Werbewert;art109,984382
  17. COMPETITION
  18. Relational Motivations 4
  19. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND
  20. COMPETITION RED BULL SWARM WORLD OF WARCRAFT
  21. COMPETITION NIKE MERCEDES LINKEDIN EXCELLENCE DRIBBBLE
  22. Nike Find Your Greatness: Jogger
  23. COMPETITION GE GOOGLE HONDA EXCELLENCE TWITTER CURIOSITY PINTEREST MINECRAFT
  24. GE Fly into the Future: Knight Raider
  25. COMPETITION COCA COLA DISNEY FACEBOOK EXCELLENCE ORKUT CURIOSITY AFFECTION
  26. Coca Cola Open Happiness: Hug Me Machine
  27. Even when not explicit these motivations are behind the socialization dynamics of your brand
  28. WHO TO MOTIVATE? PART IV
  29. “ ” Kevin Kelly 1,000 True Fans A True Fan is defined as someone who will purchase anything and everything you produce.
  30. TRUE FANS
  31. ADVOCATES
  32. THAT’S HOW YOU SCALE
  33. Who are your #1 advocates?
  34. YOUR EMPLOYEES
  35. “ ” Robert Bean If you don't change inside you are stuck. Instead the external comms come later. Put the spotlight later.
  36. Employees Passion Customers Passion
  37. Brand Motivation Employees Advocates Everyone
  38. WHERE NEXT EPILOGUE
  39. IDENTIFY WHERE YOUR BRAND STANDS Competition Excellence Curiosity Affection
  40. DEFINE A STRATEGY FROM THE INSIDE OUT
  41. “ ” Bruno Munari To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify.
  42. Thanks. @Folletto INTENSEMINIMALISM.COM

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