Meet the New Social Media - from 'likes' to 'like minded'. Here are 3 things you need to know:

Meet the Media of Social Creativity.

1. It runs on (meaningful) User Generated Content: Suddenly EVERYONE is a Subject Matter Expert. People are not really interested anymore in what time you woke up, how you felt when it rained, or any other witty, silly or mundane update. If you’re a foodie, people are now interested in what you think about the newest fast food joint in town. If you’re a traveler, they want to know what you think about the last place you went to. If you’re a gamer, they want to know what you think about the latest MSI Ghost gaming laptop. Instagram, Tumblr, Blogs, Pinterest- any place where you share specialized content or opinion that you have created- even if all you've created is an opinion. 

2. Or on pure functionality: Can you help me chat with my friend, free of charge or advertisements. How good and smooth can you make the experience? Can you help me transfer files? Can you help me find the best Chinese food place in town? Or the best hotel in town? Can you do it better? Easier? Faster? And for free?

3. But no longer on what people are doing. It runs on what people create:  The reason why Twitter is still alive is that it’s easy for it to switch from the former to the latter. However Facebook, widely recognized as the poster boy of peeping into other people’s personal lives, will see users shifting to platforms that offer content that adds some value. 

The media of Social Creativity says:

- I can share what you create with like minded people- and the fact that you don't know them personally doesn't matter- in fact- it makes it a whole lot better!
- I can make content/ information available to your friends/ people when you want it- or when they want it. I can do it fast, easy and for free
- I can show you what people just like you have created- and I know it matters, even if it's an opinion 

Brand is in the details: Microscopic brand experiences that consumers latch on to

If you are relying on advertising and communication campaigns to keep your brand consumers hooked on, you living in the past. 

Brand is fast evolving from being defined by ads and marketing to being defined by experiences. And by experiences, I don’t mean the larger than life and the out of the word. Experiences so subtle you may not even notice them at first. It’s like they talk to your subconscious, and hook you on.

Think of an upmarket car- A BMW/ Audi/ Mercedes … When you step in and shut the door, you’re immersed in an experience. The feel of the seat, the sheen on the polished wood paneled entertainment console, the grip of the steering wheel, the smell of the upholstery and the sheer soundlessness once you shut the door, all add up towards a superb brand experience.

Let’s think small- think of the clicking of an iPod wheel,  the packaging of food on an Indigo flight, the resistance, size and matt finish of the volume knob on a Boston Acoustics speaker system, the simple toggle switch for silent mode on an iPhone, and the orange color hidden beneath it… the list of examples is endless.

It takes great thought and foresight to ingeniously weave these miniature brand experiences into your brand. They add up to shape the precious brand image that your consumers carry in their minds.