The Impact of Social Currency on Brands and Businessesby Erich Joachimsthaler
Vivaldi Partners Group Founder and CEO Erich Joachimsthaler gives a webinar on the impact of Social Currency as it affects brands and businesses.
Social Currency dimension "Conversation"by VivaldiPartnersGroup
Conversation is defined as talking about a brand or business to others. Coca Cola asks consumers to engage in "dynamic storytelling" that is relevant to its business, brand, or customer interests.
Social Currency dimension "Information"by VivaldiPartnersGroup
Information is described as receiving from and sharing with other people valuable information about brands. Fab.com
provides members with information from their social network to help in making online purchases.
Social Currency dimension "Advocacy"by VivaldiPartnersGroup
Advocacy is when consumers promote or defend a brand or business. CREE LED Lighting Revolution launched a YouTube campaign of people converting to LED lighting.
Social Currency dimension "Utility"by VivaldiPartnersGroup
Utility means to derive value from engaging with brands, and other people. CEMEX used a platform called Shift to provide utility by letting others tap into global knowledge.
Social Currency dimension "Identity"by VivaldiPartnersGroup
Identity is used to express a part of myself to others. Brooklyn Industries is a great case study of building its brand around the power of the identity of Brooklyn.
Social Currency dimension "Affiliation"by VivaldiPartnersGroup
Affiliation is when consumers connect and become a member of a community of people that is linked to a brand or business. American Express's Open Forum is great example of such an effort.