Social Products

  • 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


  • Instagram
  • Nike+/Nike Fuel