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CREATING SOCIAL RELATIONSHIPS
No one has ever said, "I'm in a relationship with your brand." Brands must create  true social experiences in order to
But the truth is, they are. activate relationships with their audiences. These
experiences can range from brilliant hands-on product
Psychologist Robert Sternberg identifies eight kinds of love introductions to excellent customer service interactions. No
based on three elements foundational to human relationships: one ever bought a multi-million dollar business solution
Intimacy, Passion and Commitment. I hypothesize the because of a billboard. The same holds true for simply
relationship between a person and a brand can range from creating a Facebook page, Youtube channel or Twitter
"Nonlove" (the absence of all three elements) and feed.
"Companionate Love" (which includes Intimacy and
Commitment) to “Loyal Brand Advocates” (the best kind). Social media is a relationship building platform.
Experiences are different. Effective experiences tell a story,
Psychology also teaches us that both human and brand they are immersive, engaging, interactive, intimate,
relationships—good ones, that is—are based on similar values: personal, authentic, the list goes on. Make sure your
transparency, communication, engagement, interaction, brand's social media presence is experience-based, not
respect and authenticity. Interestingly, these same elements broadcast-based.
are applied to the social space by the most effective brand-
driven experiences. Those brands that fail at activating the Finally, think in terms of ecosystem, not singular
social media channel largely ignore these principles in their destinations. The tools and platforms available to us are
approach. incredible. Each one of these gives us a new way to
engage with our audiences to build experiences which
Getting social right is imperative to brand success. Why? result in relationships. How are you using the latest
According to recent research (from Chadwick, Martin & Sharing, Playing, Networking, Buying and Localization
Bailey), "50% of consumers will purchase your brand after tools in your ecosystem to create social media experiences
'Liking' it on Facebook" and "51% of consumers will for your audiences?  In the words of Deb Schultz,
recommend your brand after 'Liking' it on Facebook." "Technology Changes, Human's Don't." Remember this as
According to Erik Qualman's “Socialnomics,” only "14% of you build and manage your ecosystem. It's not about the
consumers trust advertising" whereas "90% of consumers trust platform. It's about the experience and ultimately, the
peer recommendations". relationship with your audiences.

Relationships are also based on experiences. Social media Ian McGonnigal is SVP, Client Strategy and Brand
isn’t one and done. Performance.

CREATING SOCIAL RELATIONSHIPS
No one has ever said, "I'm in a relationship with your brand." Brands must create  true social experiences in order to
But the truth is, they are. activate relationships with their audiences. These
experiences can range from brilliant hands-on product
Psychologist Robert Sternberg identifies eight kinds of love introductions to excellent customer service interactions. No
based on three elements foundational to human relationships: one ever bought a multi-million dollar business solution
Intimacy, Passion and Commitment. I hypothesize the because of a billboard. The same holds true for simply
relationship between a person and a brand can range from creating a Facebook page, Youtube channel or Twitter
"Nonlove" (the absence of all three elements) and feed.
"Companionate Love" (which includes Intimacy and
Commitment) to “Loyal Brand Advocates” (the best kind). Social media is a relationship building platform.
Experiences are different. Effective experiences tell a story,
Psychology also teaches us that both human and brand they are immersive, engaging, interactive, intimate,
relationships—good ones, that is—are based on similar values: personal, authentic, the list goes on. Make sure your
transparency, communication, engagement, interaction, brand's social media presence is experience-based, not
respect and authenticity. Interestingly, these same elements broadcast-based.
are applied to the social space by the most effective brand-
driven experiences. Those brands that fail at activating the Finally, think in terms of ecosystem, not singular
social media channel largely ignore these principles in their destinations. The tools and platforms available to us are
approach. incredible. Each one of these gives us a new way to
engage with our audiences to build experiences which
Getting social right is imperative to brand success. Why? result in relationships. How are you using the latest
According to recent research (from Chadwick, Martin & Sharing, Playing, Networking, Buying and Localization
Bailey), "50% of consumers will purchase your brand after tools in your ecosystem to create social media experiences
'Liking' it on Facebook" and "51% of consumers will for your audiences?  In the words of Deb Schultz,
recommend your brand after 'Liking' it on Facebook." "Technology Changes, Human's Don't." Remember this as
According to Erik Qualman's “Socialnomics,” only "14% of you build and manage your ecosystem. It's not about the
consumers trust advertising" whereas "90% of consumers trust platform. It's about the experience and ultimately, the
peer recommendations". relationship with your audiences.

Relationships are also based on experiences. Social media Ian McGonnigal is SVP, Client Strategy and Brand
isn’t one and done. Performance.

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