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Tuesday, March 15 • 9:30am - 10:30am
Unwritten Rules: Brands, Social Psychology and Social Media

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When a friend invites you to dinner, you bring wine or flowers – not $100 cash – as a gesture of thanks. That goes without saying. But if a brand comes to dinner, what should they bring? When it comes to social media, there are unwritten rules for how to behave that many brands simply aren't getting. Brands are grappling with social media as they try to find a place at our virtual dinner table. Some brands get it, some gaffe it. The rules, it turns out, are hidden in basic social psychology. The established behaviors of friendship are the prevailing rules of the road in social media: sharing valuable information, entertaining one another, support in a crisis, celebration of a personal achievement. But the established behaviors of transactions (the way we historically interact with brands) can feel awkward and forced in social media. So how can brands build trust with their networks while being social like a friend? This session will look at social media behavior and what brands can do to become a delightful guest and valuable contributor at our virtual dinner party.

avatar for Kate Canales

Kate Canales

Creative Dirfrog designKate Canales is a Creative Director at frog design. Kate has a background in product design, design research, and design strategy. Her work focuses on strategy and creative infrastructure design. She has built internal innovation teams for Fortune 500 companies... Read More →
avatar for Ben McAllister

Ben McAllister

Assoc Creative Dirfrog designBen McAllister is an Associate Creative Director in frog's Austin studio, where he focuses on design strategy and research. Ben brings a broad set of experience to frog, having worked in strategy consulting for the Boston Consulting Group as well as in... Read More →

Tuesday March 15, 2011 9:30am - 10:30am CDT
Austin Convention Center, Ballroom F

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