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Social Brand Experience: How to Manage a Motivational Brand

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The deck highlights certain brand dynamics that can be effectively triggered to create communities and make a more cohesive brand.
Presented at the Social Business Summit 2013 and Digital Shoreditch 2013.

Social Brand Experience: How to Manage a Motivational Brand

  1. Davide ‘Folletto’ Casali SOCIAL BRAND EXPERIENCE
  2. Head of Design Startup Advisor NIGHT.EU
  3. Manifesto Ibridi m a n i f e s t o i b r i d i . o r g
  4. @Folletto
  5. From: Brand Identikit © Gaetano Grizzanti AUSTRALOPITHECUS BRAND LOGO Identifies a property NEANDERTHAL BRAND MARK Represent a trust SAPIENS SAPIENS BRAND BRAND Way of Being
  6. Brands have a natural community of people following and identifying each other with a shared set of beliefs and lifestyle.
  7. Brands are inherently social.
  8. “SOCIAL” IN MARKETING SPEAK MEANS MANY THINGS NOT SOCIAL USING SOCIAL BEING SOCIAL Implicit WoM Share / Viral Community
  9. Brands tend to be on the right of this continuum NOT SOCIAL USING SOCIAL BEING SOCIAL
  10. Wouldn’t be nice if we had a reliable way to design the sociality of brands?
  11. RedBull Stratos
  12. INVESTED: 64M$ RETURN: 10B$ Estimation from by http://www.nachrichten.at/sport/mehr_sport/Red-Bull-Stratos-Milliardenhoher-Werbewert;art109,984382
  13. COMPETITION.
  14. FOUR RELATIONAL MOTIVATIONS
  15. Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND
  16. COMPETITION RED BULL FOURSQUARE WORLD OF WARCRAFT
  17. COMPETITION NIKE MERCEDES LINKEDIN EXCELLENCE DRIBBBLE
  18. Nike Find Your Greatness: Jogger
  19. COMPETITION GE GOOGLE HONDA EXCELLENCE TWITTER CURIOSITY PINTEREST
  20. GE Fly into the Future: Knight Raider
  21. COMPETITION COCA COLA DISNEY FACEBOOK EXCELLENCE ORKUT CURIOSITY AFFECTION
  22. Coca Cola Open Happiness: Hug Me Machine
  23. Every brand has a trigger in these aspects conscious of it, or not.
  24. But… Who do we motivate?
  25. “ ” Kevin Kelly 1,000 True Fans A True Fan is defined as someone who will purchase anything and everything you produce.
  26. TRUE FANS.
  27. ADVOCATES.
  28. MOTIVATE YOUR ADVOCATES.
  29. THAT’S HOW YOU SCALE
  30. Who are your #1 advocates?
  31. YOUR EMPLOYEES.
  32. “ ” Robert Bean If you don't change inside you are stuck. Instead the external comms come later. Put the spotlight later.
  33. Brand + Motivation + Employees + Advocates –> Everyone
  34. THREE QUESTIONS TO MOVE FORWARD
  35. 1. Where is your company from a branding perspective?
  36. 2. What relational motivations motivate your advocates?
  37. 3. How much is your company a social business?
  38. “ ” Bruno Munari To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify.
  39. Thanks. @Folletto IF YOU HAVE ANY QUESTION:

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