Social Brand Experience: a model for the sociality of brands
This document discusses social brand experiences and strategies. It argues that brands are inherently social as they naturally form communities of people with shared beliefs and lifestyles. However, using social platforms alone does not make a brand social; the brand must foster implicit word-of-mouth sharing and a viral community. The document also examines different relational motivations like competition, curiosity, excellence and affection that drive socialization dynamics for brands. It emphasizes starting with motivating employees and advocates internally before focusing on external communications. Overall it provides a framework for identifying a brand's current position and defining a strategy from the inside-out to authentically engage communities in a simplified manner.
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Social Brand Experience: a model for the sociality of brands
- 2. Manifesto Ibridi F E L L O W UX REDIRECTOR NIGHT.EU ADVISOR
- 3. @Folletto
- 6. Social Media Strategy THE CHANNEL IS A TECHNICALITY
- 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
- 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
- 21. COMPETITION RED BULL SWARM WORLD OF WARCRAFT
- 23. Nike Find Your Greatness: Jogger
- 25. GE Fly into the Future: Knight Raider
- 27. Coca Cola Open Happiness: Hug Me Machine
- 28. Even when not explicit these motivations are behind the socialization dynamics of your brand
- 29. WHO TO MOTIVATE? PART IV
- 30. “ ” Kevin Kelly 1,000 True Fans A True Fan is defined as someone who will purchase anything and everything you produce.
- 31. TRUE FANS
- 32. ADVOCATES
- 33. THAT’S HOW YOU SCALE
- 34. Who are your #1 advocates?
- 35. YOUR EMPLOYEES
- 36. “ ” Robert Bean If you don't change inside you are stuck. Instead the external comms come later. Put the spotlight later.
- 38. Brand Motivation Employees Advocates Everyone
- 40. IDENTIFY WHERE YOUR BRAND STANDS Competition Excellence Curiosity Affection
- 41. DEFINE A STRATEGY FROM THE INSIDE OUT
- 42. “ ” Bruno Munari To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify.