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Social Objects: BD Bites Presentation 23rd June 2011

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A brief introduction to the concept of Social Objects and why they represent a simple, powerful way to think about marketing in the era of conversations.

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Social Objects: BD Bites Presentation 23rd June 2011

  1. 1.
  2. 2. BD Bites<br />
  3. 3. SOCIAL OBJECTS<br />(OR “Why exactly are we having this conversation?”)<br />
  4. 4. Origin of the term “Social Object”<br />Jyri Engestrom Sociologist, Founder of Jaiku and Nokia/Google Product Manager<br />Hugh MacLeod<br />Copywriter, Cartoonist and Entrepreneur<br />
  5. 5. Social Lubricant to Social Object<br />
  6. 6. WHAT IS A SOCIAL OBJECT?<br />
  7. 7. “The Social Object ... is the reason two people are talking to each other, as opposed to talking to somebody else.”<br />
  8. 8. Social Objects Connect People<br />Social Objects Connect People<br />Social Object<br />Person #1<br />Person #2<br />
  9. 9. Q: Is “brand X” a social object?<br />A: NO. Not yet.<br />
  10. 10. Anything can be a Social Object<br /><ul><li>An iPhone
  11. 11. The Pub
  12. 12. Star Wars
  13. 13. Football
  14. 14. Jesus</li></li></ul><li>But only if it connects people<br />To change a product into a social object you need Social Gestures.<br />Lots of them.<br />
  15. 15. WHY ARE SOCIAL OBJECTS IMPORTANT?<br />
  16. 16. Because of the shift from<br />...to this<br />...this<br />
  17. 17. Marketing still prefers products to people<br />‘cos people are unpredictable<br />
  18. 18. We’re primates. We like to groom each other.<br />
  19. 19. WHAT MAKES A GOOD SOCIAL OBJECT?<br />
  20. 20. Gravity<br />
  21. 21.
  22. 22.
  23. 23. Frequency<br />
  24. 24.
  25. 25.
  26. 26. Variety<br />
  27. 27.
  28. 28.
  29. 29. CREATING SOCIAL OBJECTS<br />
  30. 30. 1. Define the Social Object<br />
  31. 31. 2. Define the “doing words”<br />
  32. 32. 3. Enable sharing (doh!)<br />
  33. 33. 4. Reward participation<br />
  34. 34. FINAL THOUGHTS<br />
  35. 35. It’s not about likes.<br />Social Networks form around Social Objects, not the other way around.<br />
  36. 36. It’s the oldest idea in the book.<br />“Why don't we engage people? Why don't we entertain them?”<br />Bill Bernbach<br />Founder of DDB, 1949<br />
  37. 37. Further reading.<br />http://gapingvoid.com/2007/12/31/social-objects-for-beginnershttp://www.zengestrom.com/blog/2007/09/wine-as-a-social-object.htmlhttp://herd.typepad.com/herd_the_hidden_truth_abo/2007/12/on-the-seventh.htmlhttp://bbh-labs.com/superbowl-super-social-the-story-of-yeo-valleyhttp://www.guardian.co.uk/media/2011/jun/13/interview-john-hegarty-bbh<br />

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