The document discusses the key characteristics of social brand platforms: 1) They are useful and create value for people rather than just promoting other things. 2) They are social and invite people to interact in one-to-one, one-to-many, and many-to-many ways. 3) They are living experiences that become more valuable as users contribute to them over time.

1. Social Brand Platforms
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2. Social brand platforms require a
new way of thinking
A cross between advertising, branding and design
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3. Five key characteristics
5
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4. Useful. Logos
create value for
brands, but
social brand
platforms create
value for people.
They do not exist
to promote
something else
(Logo), but rather
they are useful in
and of themselve.
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5. Social. Social
brand platforms
focus on
defining
the context.
They invite
people to
interact in
one-to-one,
one-to-many,
and many-to-
many ways.
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6. Living. Social
brand platforms
are living
experiences
and become
more valuable
as the crowd
contributes to
these platforms.
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7. Layered. Social brand platforms thrive
by offering multiple levels of
involvement. They provide
room for three types of
involvement : creation,
commenting and
consuming.
(only .1% of YouTube
users are creators)
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8. Curated. Without
curation,
user-generated
content is useless.
There are number
of ways to
discover content
by color, location,
time, editorsʼ picks,
and staff
recommendation
to name a few.
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9. Expedition & Adventure
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10. “ Nobody regrets
the things they
did. They regret
the things they
“
didnʼt do.
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11. Copyright © 2011 Frank Aldorf. All rights reserved.
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