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SXSW Interactive 2013

Project Butterfly: Escaping the Net to Be Sociable

Just being in social media and accumulating “likes” doesn't make brands sociable.
So we set out to understand how sociable people interact in the real world, and apply that learning to help brands behave differently. Project Butterfly is a multi-city, online and offline project that merges social psychology, digital anthropology and cutting edge ethnography to dissect the DNA of highly sociable people, how they behave both on and offline, and how they differ from “hyperconnectors” – people who are extremely active on social media.
In this session we’ll share the picture we’ve developed of these two types of people after immersing ourselves in a variety of communities from coastal skate parks to suburban supermalls, college fraternities and entrepreneur hotspots to senior citizen get-togethers. We’ll outline their differences. We’ll uncover the simple truth about being “friends.” And we’ll share an actionable framework for how brands can build more naturally sociable brands.

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  1. What does it mean to be sociable?
  2. What differentiates the behaviors of a truly sociable person vs. a hyperconnector - and the effect each can have on a brand's behavior?
  3. What's the simple truth behind becoming friends?
  4. How can brands build more sociable behavior?
  5. What brands are doing it well?



Brittany Fero, Partner, Cole & Weber United

Meta Information:

  • Tags: social
  • Event: Interactive
  • Format: Dual
  • Track: Social and Relationships
  • Level: Intermediate
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