- Products whose core value involves social functions
- Smart, connected software layer for physical products
- Usually requires access to existing social networks; may also require a ‘social network of things’ for hardware integration
- Done well, creates pull for users to interact with the brand, minimizes ‘pushes’ of brand content
- “If you want to build loyalty, spend less time using data to tell customers about you, and spend more time telling them something about themselves.”—Mark Bonchek
Examples:
- Nike+/Nike Fuel