The document discusses how human brands are perceived based on warmth and competence. It explains that customer loyalty is driven by how brands build relationships through social media. Different social media platforms are described as ways to engage customers, with Pinterest emphasizing using great images to solve problems or inspire. The document contrasts social brands, which are marketing-driven and focus on engagement metrics, with social businesses where collaboration across the organization is key to social media participation.

1. A change in focus
Modern Communication

3. The Human Brand
• Early humans developed
a way to make quick
judgements
• What are the intentions
of others to me?
• And, how capable are
they of carrying these
out?
• This is known as warmth
and competence
Warmth and competence drive our emotions and behaviour to others. Why do we
hate our banks yet love our mobile devices? Its down to customer loyalty and how
brands build relationships with us.

10. Social Revolution

15. Social Recruiting

18. Twitter

31. A picture paints a
1000 words
Pinterest
•Pin Boards and Group
Boards
•Use great images and
content that solves a
problem, inspires, offers
something desirable
•Collaborate with other pin
boards

32. Are you a social brand or social
business?
Social Brand
• Usually owned and driven by
marketing/comms
• Engagement with social
customer using Twitter,
Facebook and Blogs
• Measurement: clicks,
impressions, likes, comments,
fans
• Budget to support agencies
• Little no or internal
collaboration
Social Business
• Business leaders,
employees in every job
function are involved
• Engagement with every
contact via social platforms
• Measurement: Employee
participation
• Collaboration is imperative

33. Any questions

34. Thanks for listening
Twitter: @caroline maddox
E-mail: carolinemaddox@southstaffs-water.co.uk