The Six Dimensions of Social Currency

There is a misconception in the B2B industry that social currency impacts consumers only.

CEO of Vivaldi Partners Group, Erich Joachimsthaler, speaks about how brands can leverage social currency in this interview from the last Digital Darwinism Summit in Frankfurt.

Joachimsthaler discusses how the digital revolution has fundamentally changed the way consumers relate to brands. Traditional one-way communication streams have transformed into continuous feedback loops with connected, engaged consumers.

The firm’s Social Currency Research identifies six dimensions of social currency. Nike’s FuelBand self-tracking device, for example, is designed around “affiliation,” making collaboration and competition among users of different athletic levels more fun.

The

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