Hello
HelloBenKate
Unwritten Rules: Brands, Social Psychology, and Social Media
Imagine this scenario...
Out to dinner with friends
Di!erent scenario...
A dinner party
Tipping = generous
Tipping = generousCash at a dinner party = awkward
vs.
Dinner party Restaurant
"ree relationship types:
Authority Exchange Communality
Authority
Exchange
Communality
"ree relationship types:
Authority Exchange Communality
!eory:
!eory: Reality:
ga!e faux pastabooawkward
Which set of rules to follow?
“It would be great if...”
Online, this all falls apart.
Awkward
Awkward Meaningful
How do brands successfully make this transition?(from exchange to communality)
Brand building through behavior.
1. Pull back the curtain
Brand building through behavior.
2. Stop selling and start sharing
1. Pull back the curtain
Brand building through behavior.
2. Stop selling and start sharing
1. Pull back the curtain
3. Stop talking and start listening
Brand building through behavior.
"e unwritten rules of social media:
Communality
"e unwritten rules of social media:
Communality
"e unwritten rules of social media:
Brands need to adapt.
Communality
"e unwritten rules of social media:
Brands need to adapt.
Build meaning through behavior.
What are you going to bring to the party?
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