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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 Strategy
THE CHANNEL IS A TECHNICALITY
Social Brand
DISCONNECTION
THE SOCIALITY
OF BRANDS
PART II
From: Brand Identikit © Gaetano Grizzanti
AUSTRALOPITHECUS
BRAND
LOGO
Identifies a property
NEANDERTHAL
BRAND
MARK
Represent a trust
SAPIENS SAPIENS
BRAND
BRAND
Way 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
BEING

SOCIAL
Implicit WoM Share / Viral Community
Brands tend to be

on the right of

this continuum
NOT
SOCIAL
USING
SOCIAL
BEING

SOCIAL
RELATIONAL
MOTIVATIONS
PART III
RedBull
Stratos
INVESTED: 64M$ RETURN: 10B$
Estimation from by http://www.nachrichten.at/sport/mehr_sport/Red-Bull-Stratos-Milliardenhoher-Werbewert;art109,984382
COMPETITION
Social Brand Experience: a model for the sociality of brands
Relational Motivations
4
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
COMPETITION
RED BULL
SWARM
WORLD OF WARCRAFT
COMPETITION
NIKE
MERCEDES
LINKEDIN
EXCELLENCE
DRIBBBLE
Nike
Find Your Greatness: Jogger
COMPETITION
GE
GOOGLE
HONDA
EXCELLENCE
TWITTER
CURIOSITY
PINTEREST
MINECRAFT
GE
Fly into the Future: Knight Raider
COMPETITION
COCA COLA
DISNEY
FACEBOOK
EXCELLENCE
ORKUT
CURIOSITY
AFFECTION
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 NEXT
EPILOGUE
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.
Thanks.
@Folletto
INTENSEMINIMALISM.COM

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Social Brand Experience: a model for the sociality of brands