societing summer school: revolution is social sharing of emotions
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“Revolution is social sharing of emotions”
From ethos to pathosSocieting Summer School 2011
Alberto Melucci (1943-2001)
New Social Movements
theory that attempts to explain the plethora of new movements that have come up in various western societies
since the mid-1960s which are claimed to depart significantly from the conventional social movement
paradigm
My Mentor
Can we consider brands as New Social Movements?
ninjamarketing.it
Are brands actors of social change and
innovation?
ninjamarketing.it
That’ my Hero’s journey!
How to design a contagious idea
(and make the world a better place)
Out in winter!
New book!
Why am I studying “Viral-DNA”?
ninjamarketing.it
Viral Expectation
Re-tweet is digital orgasm?
How to Design “Viral-DNA”
Of a Contagious Idea?
ninjamarketing.it
Can we consider brands as New Social Movements?
ninjamarketing.it
Contagious Ideas!
Contagious Brands!
Where is Brand Value?
USE VALUE USE VALUE = =
productproduct
SYMBOLIC VALUE SYMBOLIC VALUE = =
brandbrand
LINK VALUELINK VALUE= =
communitycommunity
What is the brand with the highest link value in
the world?
ninjamarketing.it
LINK VALUE = communityLINK VALUE = community
SOCIAL SOCIAL VALUEVALUE
= = cultureculture
Is there a deeper value?
ninjamarketing.it
SPIRITUAL VALUE SPIRITUAL VALUE
SPIRITUAL VALUE SPIRITUAL VALUE is in the Soulis in the Soul
Use + symbolic + link value: Use + symbolic + link value: Nike PlusNike Plus
Where the Where the hell is Alex hell is Alex Bogusky?Bogusky?
Social/Spiritual: Social/Spiritual: CommonCommon
Kotler dixit
My definition of Virality
“Viral is social sharing of emotions”
Paul Ekman
Robert Plutchik
Which emotions are more viral ?
joy
anger
sadness
fear
surprise
Kelly School of Business - Indiana
we could say that…
“Social Media Revolution is social sharing of emotions”
Social sharing of E-motions
catartic emotionscatartic emotions
EmotionsEmotions(transpersonal)(transpersonal)
TribesTribes(microsocial)(microsocial) VS.
PathosPathosEthosEthos VS.
##HashtagsHashtagsValuesValues VS.
Spiritual Brands saySpiritual Brands say“World will be a better place “World will be a better place
if…”if…”
+ intercultural+ intercultural
+ ecologic+ ecologic
+ connected+ connected
+ natural+ natural
+ creative+ creative
"Call the world if you please
'The vale of soul-making.’(John Keat)
My New definition of BrandMy New definition of Brand
BRAND IS ABRAND IS A “ “SOUL MAKER”SOUL MAKER”
“Science of Soul Making” and dynamics of “Social Sharing of Emotions” will
help understand better:
New Social Movements
Twitter Revolutions
Spiritual Branding
New Mediterranean
And will help to imagine and create a New Mediterranean full of new shared
Energy
new shared
Myths
new shared
Values
Thank you!
Mirko PalleraStrategic & Creative Director
Mail: mirko@ninjamarketing.itTwitter: @ninjamarketing
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