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: