The sense of being with others
the feel in that one has some level of
access or insight into the other’s intentional,
cognitive, or affective states.
Assumption: Social media users feel more
social presence with selfies than just texts
Social media + Selfies ——> social presence.
Seeing and Feeling others as fans of same
brands want to be more involved in the
When Selfies Meet
Selfies Presence of Fans Feel being as DD’s Fans
Manager at Dunkin'
“Dunkin’s Donuts featured fans showcasing their love for
the DD brand.”
“A great way for the company to celebrate its passionate
the fan-of-the-week images are also on the company’s
digital billboard in Times Square.
“If there’s a strong following and a passion for our
brand on that channel, it’s like a party happening
Case — Dunkin’s Donuts
For Cancer Research UK
Started from an individual
2M EURO in 48 hours
Raising over $13M in 6
826,000 Likes on FB and
140,000 followers on
The tendency of people to answer questions in a
manner that will be viewed favorably by others.
a perspective that states that people ran within a
social context. It is facilitated through concepts
such as modeling and observational learning.
Assumption: People are more willing to share what
they believe is right.
When Selfies Meet
Individuals have desire to make good
impression on social media.
Commitments encourage users to share
what they believe is right or good.
“Funnily enough we didn't
choose the no-make up selfie
campaign – it chose us!”
“It seemed to gain a real
momentum of its own and
move through groups of
friends, which is a real
testament to the power of
Cancer Research UK
Journalist at The
“like all women-related campaigns, it has
inevitably attracted widespread criticism.”
“These women who are standing up and
taking bare-faced selfies for charity are
doing something worthwhile that not every
woman could do.”
“It may seem like a simple act to some, but
exposing yourself to people’s judgements is
a terrifying thing to do.”
Using Selfies is a creative way to both generate and
increase engagement with a company or an
If your brand or organization has…
Strong following or passion - Release
customers’ passion (Seek)
Somehow not strong - Conceal your identity