Hello

HelloBenKate

Unwritten Rules: Brands, Social Psychology, and Social Media

Imagine this scenario...

Out to dinner with friends

Di!erent scenario...

A dinner party

Tipping = generous

Tipping = generousCash at a dinner party = awkward

vs.

Dinner party Restaurant

"ree relationship types:

Authority Exchange Communality

Authority

Exchange

Communality

"ree relationship types:

Authority Exchange Communality

!eory:

!eory: Reality:

ga!e faux pastabooawkward

Which set of rules to follow?

“It would be great if...”

Online, this all falls apart.

Awkward

Awkward Meaningful

How do brands successfully make this transition?(from exchange to communality)

Brand building through behavior.

1. Pull back the curtain

Brand building through behavior.

2. Stop selling and start sharing

1. Pull back the curtain

Brand building through behavior.

2. Stop selling and start sharing

1. Pull back the curtain

3. Stop talking and start listening

Brand building through behavior.

"e unwritten rules of social media:

Communality

"e unwritten rules of social media:

Communality

"e unwritten rules of social media:

Brands need to adapt.

Communality

"e unwritten rules of social media:

Brands need to adapt.

Build meaning through behavior.

What are you going to bring to the party?

© 2011 frog design. Confidential & Proprietary.RackspaceCapital One Product Innovation for New Customer Acquisitions/ Confidential and Proprietary

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