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Unwritten Rules: Brands, Social Psychology and Social Media
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Kate Canales and Ben McAllister hosted a session at SXSW.
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Unwritten Rules: Brands, Social Psychology and Social Media
1.
Hello
2.
Hello Kate
Ben
3.
4.
Unwritten Rules: Brands, Social
Psychology, and Social Media
5.
Imagine this scenario...
6.
Out to dinner
with friends
7.
8.
Di erent scenario...
9.
A dinner party
10.
11.
Tipping = generous
12.
Tipping = generous Cash
at a dinner party = awkward
13.
vs. Dinner party
Restaurant
14.
15.
ree relationship types: Authority
Exchange Communality
16.
Authority
17.
Exchange
18.
Communality
19.
ree relationship types: Authority
Exchange Communality
20.
eory:
21.
eory:
Reality:
22.
ga e awkward
taboo faux pas
23.
Which set of
rules to follow?
24.
25.
“It would be
great if...”
26.
Online, this all
falls apart.
27.
Awkward
28.
Awkward
Meaningful
29.
How do brands
successfully make this transition? (from exchange to communality)
30.
Brand building through behavior.
31.
Brand building through behavior. 1.
Pull back the curtain
32.
33.
Brand building through behavior. 1.
Pull back the curtain 2. Stop selling and start sharing
34.
35.
Brand building through behavior. 1.
Pull back the curtain 2. Stop selling and start sharing 3. Stop talking and start listening
36.
37.
e unwritten rules
of social media:
38.
e unwritten rules
of social media: Communality
39.
e unwritten rules
of social media: Communality Brands need to adapt.
40.
e unwritten rules
of social media: Communality Brands need to adapt. Build meaning through behavior.
41.
What are you going
to bring to the party?
42.
Capital One Product
Innovation for New Customer Acquisitions/ Confidential and Rackspace © 2011 frog design. Confidential & Proprietary. 42 Proprietary
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