#SXSWi Session Notes: Unwritten Rules: Brands, Social Psychology and Social Media

These are my raw notes from this session.Speakers from Frog Design and are designers. Hashtag is #dinnerpartyAuthority relationship, don't mess with me. Like when a police officer pulls you over. Packs of dogs and military are organized this way.Exchange relationship. like buying an airplane ticket. Keeping track of fairness is important in these relationships.Communality relationship. About sharing and not keeping track. Social media is governed by this set of rules. Spaces for friends.Very few of our relationships are in one category, they overlap each other. It can become awkward: gaffe, awkward, taboo, faux pas. Which set of rules to follow when situations and relationships overlap?Dinner party analogy for these situations. If you boss brings a bottle of wine to your dinner party, they move from an authority relationship to a communality relationship. And we use language to help navigate: it would be great if... (Pinkeron book).Online, all of these relationship rules fall apart.In social media self promotion is awkward. You vantage outset be friends with a brand, but you can have a meaningful relationship.We spend our days thinking about creating experiences for people. Social media is a great tool for doing this. It is hard when you don't have a tangible product.Brand building through behavior.Brands do a lot of communicating and talking, but they don't get to do a lot of behaving or be effectively humanizing.1. Pull back the curtain. This is all about access. Best Buy's Twelpforce: allow individual employees to use their own Twitter handle to answer customer questions.2. Stop selling and start sharing. Self promotion is awkward in this space. Design Mind, platform of content for Frog Design. Need to give someone the experience of our brand to those who haven't actually met us. Generate original content and then participating in conversations.3. Stop talking and start listening. Southwest Airlines is a good example of this. Bravo is the best example. They tweet the story lines and features and use input from social media to decide what shows to create, like Bethenny Getting Married?Large healthcare client wanting to do social media:Video series of doctors having conversations with each other to pull the curtain back.Still under campaign development, so guarded in revealing the campaign elements.Make a campaign about actual people when the product or service is challenging.A blog can very easily become a series of news releases about yourself. You don't show up to a dinner party and just talk about yourself or you don't get invited back.What do you write about? Well, what do you think about? Write about that.Take exchange relationships and turn them into communality relationships. Like Gary V with the wine and jersey.In social media, most people are choosing go be in these relationships with you. You are not spamming them, but you want go make the relationship worth their time and yours. A lot of this is intuitive.