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 StrategyTHE CHANNEL IS A TECHNICALITY

Social Brand

DISCONNECTION

THE SOCIALITY OF BRANDS

PART II

From: Brand Identikit © Gaetano Grizzanti

AUSTRALOPITHECUS BRAND

LOGOIdentifies a property

NEANDERTHAL BRAND

MARKRepresent a trust

SAPIENS SAPIENS BRAND

BRANDWay 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

BEINGSOCIAL

Implicit WoM Share / Viral Community

Brands tend to be on the right of

this continuum

NOT SOCIAL

USING SOCIAL

BEINGSOCIAL

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

Relational Motivations

4

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

COMPETITIONRED BULLSWARMWORLD OF WARCRAFT

COMPETITION

NIKEMERCEDESLINKEDIN

EXCELLENCE

DRIBBBLE

Nike Find Your Greatness: Jogger

COMPETITION

GEGOOGLEHONDA

EXCELLENCE

TWITTER

CURIOSITY

PINTERESTMINECRAFT

GE Fly into the Future: Knight Raider

COMPETITION

COCA COLADISNEYFACEBOOK

EXCELLENCE

ORKUT

CURIOSITYAFFECTION

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 NEXTEPILOGUE

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