social brand experience: a model for the sociality of brands
Post on 16-Jan-2017
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SOCIAL BRAND EXPERIENCE
Davide ‘Folletto’ Casali
Manifesto Ibridi F E L L O W
UX REDIRECTOR
NIGHT.EU
ADVISOR
@Folletto
SOCIAL?PART I
Social Media Strategy
Social Media StrategyTHE CHANNEL IS A TECHNICALITY
Social Brand
DISCONNECTION
THE SOCIALITY OF BRANDS
PART II
From: Brand Identikit © Gaetano Grizzanti
AUSTRALOPITHECUS BRAND
LOGOIdentifies a property
NEANDERTHAL BRAND
MARKRepresent a trust
SAPIENS SAPIENS BRAND
BRANDWay of Being
Brands have a natural community of people following and identifying each other with a shared set of beliefs and lifestyle.
Brands are inherently social
“SOCIAL” IN MARKETING STRATEGIES CAN MEAN TOO MANY THINGS
NOT SOCIAL
USING SOCIAL PLATFORMS
BEINGSOCIAL
Implicit WoM Share / Viral Community
Brands tend to be on the right of
this continuum
NOT SOCIAL
USING SOCIAL
BEINGSOCIAL
RELATIONAL MOTIVATIONS
PART III
RedBull Stratos
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COMPETITION
Relational Motivations
4
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
COMPETITIONRED BULLSWARMWORLD OF WARCRAFT
COMPETITION
NIKEMERCEDESLINKEDIN
EXCELLENCE
DRIBBBLE
Nike Find Your Greatness: Jogger
COMPETITION
GEGOOGLEHONDA
EXCELLENCE
CURIOSITY
PINTERESTMINECRAFT
GE Fly into the Future: Knight Raider
COMPETITION
COCA COLADISNEYFACEBOOK
EXCELLENCE
ORKUT
CURIOSITYAFFECTION
Coca Cola Open Happiness: Hug Me Machine
Even when not explicit these motivations are behind
the socialization dynamics of your brand
WHO TO MOTIVATE?PART IV
“
”Kevin Kelly
1,000 True Fans A True Fan is defined
as someone who will purchase anything and everything you produce.
TRUE FANS
ADVOCATES
THAT’S HOW YOU SCALE
Who are your #1 advocates?
YOUR EMPLOYEES
“
”Robert Bean
If you don't change inside you are stuck. Instead the external comms come later.
Put the spotlight later.
Employees Passion
Customers Passion
Brand Motivation Employees Advocates Everyone
WHERE NEXTEPILOGUE
IDENTIFY WHERE YOUR BRAND STANDS
Competition
Excellence
Curiosity
Affection
DEFINE A STRATEGY FROM THE INSIDE OUT
“
”Bruno Munari
To complicate is easy, to simplify is hard. To complicate, just add,
everyone is able to complicate. Few are able to simplify.
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