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Social Brand Experience: How to Manage a Motivational Brand

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Erin 'Folletto' Casali
Erin 'Folletto' Casali

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.

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Davide ‘Folletto’ Casali SOCIAL BRAND EXPERIENCE
Head of Design Startup Advisor NIGHT.EU
Manifesto Ibridi m a n i f e s t o i b r i d i . o r g
@Folletto
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 SPEAK MEANS MANY THINGS NOT SOCIAL USING SOCIAL BEING SOCIAL Implicit WoM Share / Viral Community
Brands tend to be on the right of this continuum NOT SOCIAL USING SOCIAL BEING SOCIAL
Wouldn’t be nice if we had a reliable way to design the sociality of brands?
RedBull Stratos
INVESTED: 64M$ RETURN: 10B$ Estimation from by http://www.nachrichten.at/sport/mehr_sport/Red-Bull-Stratos-Milliardenhoher-Werbewert;art109,984382
COMPETITION.
FOUR RELATIONAL MOTIVATIONS
Competition Curiosity ExcellenceAffection MOTIVATIONAL DIAMOND
COMPETITION RED BULL FOURSQUARE WORLD OF WARCRAFT
COMPETITION NIKE MERCEDES LINKEDIN EXCELLENCE DRIBBBLE
Nike Find Your Greatness: Jogger
COMPETITION GE GOOGLE HONDA EXCELLENCE TWITTER CURIOSITY PINTEREST
GE Fly into the Future: Knight Raider
COMPETITION COCA COLA DISNEY FACEBOOK EXCELLENCE ORKUT CURIOSITY AFFECTION
Coca Cola Open Happiness: Hug Me Machine
Every brand has a trigger in these aspects conscious of it, or not.
But… Who do we motivate?
“ ” Kevin Kelly 1,000 True Fans A True Fan is defined as someone who will purchase anything and everything you produce.
TRUE FANS.
ADVOCATES.
MOTIVATE YOUR 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.
Brand + Motivation + Employees + Advocates –> Everyone
THREE QUESTIONS TO MOVE FORWARD
1. Where is your company from a branding perspective?
2. What relational motivations motivate your advocates?
3. How much is your company a social business?
“ ” 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 IF YOU HAVE ANY QUESTION:

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