Creating social value by giving people the chance to talk about something and display a personal characteristic they are proud of.
Starbucks has begun to sell its own “secret menu” that is not listed on the main menu at sales points. This news immediately went viral, especially among fans of the brand and teenagers thanks to the use of social networks.
Promote spontaneous association of a brand with an event or moment that frequently occurs in people’s daily lives.
The snack Kit Kat has for years associated consumption of its chocolate bars with taking a break. In this way, taking a break became the trigger for causing spontaneous association with the snack in the mind of the consumer.
When we care about something, we cannot wait to share it. Evoking the right emotions in the public increases the probability of sharing.
Emotions, whether positive or negative, increase the diffusion of news. The Berger studio has demonstrated how articles from the New York Times with a strong emotional driver are shared 30% more than the average.
Visibility facilitates emulation, automatically increasing the chances of word of mouth. Making your decisions public can also generate social value.
Wearing or displaying a (RED) product means communicating your awareness of HIV research to the world. This emulative effect clearly contributes to increasing the success of the initiative.
Human beings like helping others: when they discover something useful, they immediately want to tell somebody else.
Clio Zammatteo decided to open her ClioMakeUp YouTube channel to share the knowledge she had gained working freelance. The channel grew in popularity and in a few years she was one of the most subscribed channels on YouTube Italy. This gave rise to collaborations with important magazines, TV programmes and a book.
Individuals do not just share information, they tell stories. Stories have always been a means for social groups to transmit their values.
Moleskine, ‘the legendary notebook’, has built its fortune thanks to the story of how it was the notebook used by great artists of the past, from Hemingway to Van Gogh and Picasso.