Kate Canales and Ben McAllister hosted a session at SXSW.

1. Hello

2. Hello
Kate Ben

4. Unwritten Rules:
Brands, Social Psychology,
and Social Media

5. Imagine this scenario...

6. Out to dinner with friends

8. Di erent scenario...

9. A dinner party

11. Tipping = generous

12. Tipping = generous
Cash at a dinner party = awkward

13. vs.
Dinner party Restaurant

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?

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

33. Brand building through
behavior.
1. Pull back the curtain
2. Stop selling and start sharing

35. Brand building through
behavior.
1. Pull back the curtain
2. Stop selling and start sharing
3. Stop talking and start listening

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
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