Unwritten Rules: Brands, Social Psychology and Social Media
description
Transcript of Unwritten Rules: Brands, Social Psychology and Social Media
![Page 1: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/1.jpg)
Hello
![Page 2: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/2.jpg)
HelloBenKate
![Page 3: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/3.jpg)
![Page 4: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/4.jpg)
Unwritten Rules: Brands, Social Psychology, and Social Media
![Page 5: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/5.jpg)
Imagine this scenario...
![Page 6: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/6.jpg)
Out to dinner with friends
![Page 7: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/7.jpg)
![Page 8: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/8.jpg)
Di!erent scenario...
![Page 9: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/9.jpg)
A dinner party
![Page 10: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/10.jpg)
![Page 11: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/11.jpg)
Tipping = generous
![Page 12: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/12.jpg)
Tipping = generousCash at a dinner party = awkward
![Page 13: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/13.jpg)
vs.
Dinner party Restaurant
![Page 14: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/14.jpg)
![Page 15: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/15.jpg)
"ree relationship types:
Authority Exchange Communality
![Page 16: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/16.jpg)
Authority
![Page 17: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/17.jpg)
Exchange
![Page 18: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/18.jpg)
Communality
![Page 19: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/19.jpg)
"ree relationship types:
Authority Exchange Communality
![Page 20: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/20.jpg)
!eory:
![Page 21: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/21.jpg)
!eory: Reality:
![Page 22: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/22.jpg)
ga!e faux pastabooawkward
![Page 23: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/23.jpg)
Which set of rules to follow?
![Page 24: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/24.jpg)
![Page 25: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/25.jpg)
“It would be great if...”
![Page 26: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/26.jpg)
Online, this all falls apart.
![Page 27: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/27.jpg)
Awkward
![Page 28: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/28.jpg)
Awkward Meaningful
![Page 29: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/29.jpg)
How do brands successfully make this transition?(from exchange to communality)
![Page 30: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/30.jpg)
Brand building through behavior.
![Page 31: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/31.jpg)
1. Pull back the curtain
Brand building through behavior.
![Page 32: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/32.jpg)
![Page 33: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/33.jpg)
2. Stop selling and start sharing
1. Pull back the curtain
Brand building through behavior.
![Page 34: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/34.jpg)
![Page 35: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/35.jpg)
2. Stop selling and start sharing
1. Pull back the curtain
3. Stop talking and start listening
Brand building through behavior.
![Page 36: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/36.jpg)
![Page 37: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/37.jpg)
"e unwritten rules of social media:
![Page 38: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/38.jpg)
Communality
"e unwritten rules of social media:
![Page 39: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/39.jpg)
Communality
"e unwritten rules of social media:
Brands need to adapt.
![Page 40: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/40.jpg)
Communality
"e unwritten rules of social media:
Brands need to adapt.
Build meaning through behavior.
![Page 41: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/41.jpg)
What are you going to bring to the party?
![Page 42: Unwritten Rules: Brands, Social Psychology and Social Media](https://reader033.fdocuments.in/reader033/viewer/2022052822/554bf765b4c9056b348b59d6/html5/thumbnails/42.jpg)
© 2011 frog design. Confidential & Proprietary.RackspaceCapital One Product Innovation for New Customer Acquisitions/ Confidential and Proprietary
42