Building Sociable Brands

George Christodoulides

Professor of Marketing, Marketing and Reputation

Jennifer Bonhomme

Digital StrategistSocial Media Marketing

The world is changing

And so is the Web

Source: Paul Adams, Real Life Social Networks

The influence of social media is undeniable

Interrupting the World:KONY 2012

Yet, the landscape can be beyond confusing

And many businesses struggle to understand how to harness this

influence

Customers now demand to be consulted

KLM

Innocent

First Direct

Who are we most likely to influence on social media?

Promoting Purchase with Existing Fans

Frequency Occasion SensoryExperience

What makes a brand sociable?

• Transparency / Authenticity• Share of Voice• Distinct personality • Joining the conversation• Co-creation• Fan reach• Huminisation (Thank you economy)

Social

Functional

Emotional