Motivations For Sharing & Connectingand what brands can offer.

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Two types of social networks.

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Identity vs. Interest

MOTIVATIONS FOR SHARING

Identity-Driven

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• Users connect with people they know - their audience is made up of people they know IRL with whom they may not share the same interests

• Posts are part of their social identity

•“Interesting” content is rooted in real world identity

MOTIVATIONS FOR SHARING

Identity-Driven

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MOTIVATIONS FOR SHARING

Interest-Driven

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• Users connect with people who share their interests

• Posts educate or inspire

• “Interesting” content is rooted in passions

MOTIVATIONS FOR SHARING

Interest-Driven

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What brands can offer:Identity-driven.

MOTIVATIONS FOR SHARING

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Identity-DrivenCommunity will connect and share with brands that represent a piece of their identity. Brands can deliver content that reflects the brand identity.

•Owners and enthusiasts •Users who align with the brand’s values•When connecting with brands on identity-driven platforms, users consider what a certain brand “says about them”• Apple = cool?• J.Crew = stylish?• Nike = fit?

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Certain brands become a part of our identity. It’s the brand’s job to create and curate content that demonstrates the brand identity and invites likeminded people to join them.

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Try asking a room of people about their favorite hot sauce. (Sriracha, obviously.)

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What brands can offer:Interest-driven.

MOTIVATIONS FOR SHARING

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Interest-DrivenCommunity will connect with and share with brands who demonstrate expertise in their area of interest.

•Brands are the experts. They can share expertise and give recognition. •Access to brand experts, insider knowledge, behind the scenes•Product, design, engineering, technology•Curate interesting content, share the stage•Recognize brand advocates

•In what topics does your brand have authority?

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A brand can become an invaluable resource.

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How do you know?

MOTIVATIONS FOR SHARING

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Research.Research aimed at discovering:

•Target Identity•What makes up the customer’s identity•What’s important to the customer? •What do they share with friends and family? •How can your brand play a role?

•Community Interest•What are the consumers’ interests/passions? •How does the product naturally fit in? •How can your brand engage them?

Social Strategy @SaatchiLA

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TargetConsumer

Insight

SocialPlatformInsight

=Effective

Social Messaging

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Just for starters:Facebook Audience InsightsGoogle Trends for Marketers

YouTube AnalyticsTwitter Analytics

Social Content Analysis Google/YouTube Trends

Just for starters:Custom ResearchConsumer Survey

EthnographySocial Listening

Syndicated Research

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Consider your brand’s identity and interests...

SUB-HEAD

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IdentityExciting?

Quality?

Innovative?

Legacy?

Inspiring?

SUB-HEAD

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InterestsTechnology?

Travel?

Environment?

Food?

Design?

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Identity-Driven Brand Engagement

MOTIVATIONS FOR SHARING

Vans Street-wear SxSW Facebook

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Vans posted street-wear photos from SxSW of their kind of “alternative” customer wearing the brand at the event. People see this in their feed and think, ‘I’d rock that.’

MOTIVATIONS FOR SHARING

Burger King Whopper Sellout Facebook

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Burger King was tired of seeing “haters” post on their Facebook wall and offered their “false fans” a free Big Mac for unliking their page, leaving only the people who consider themselves BK-loyal.

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Interest-Driven Brand Engagement

MOTIVATIONS FOR SHARING

Converse Rubber Tracks Tumblr, Twitter

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Recognizing that Converse sneakers are popular among musicians, the brand works with amateur musicians to provide them recording space and equipment.

MOTIVATIONS FOR SHARING

GE 3D Print My Gift Tumblr

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GE capitalized on the popularity of science and technology on the Tumblr platform to engage the community and position themselves as a leader in 3D printing technology.

MOTIVATIONS FOR SHARING

GE 3D Print My Gift Tumblr

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MOTIVATIONS FOR SHARING

Toyota Keep It Wild Hangout Google+

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When launching the 2014 4Runner, Toyota connected with hardcore 4WD enthusiasts through the world’s first Off-road Google Hangout, where Toyota athlete and off-road enthusiast, Andy Bell, answered questions about the car by actually demo-ing the features in the wild.

MOTIVATIONS FOR SHARING

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THANK YOU!Danielle BetrasLinkedin.com/in/DanielleBetrasTwitter: @NoonieBetras