This slideshare presentation by the Vivaldi Group presents the findings of a 2012 study on the impact of the adoption of social technologies, social media and social networks in our digitally-connected world. The study covered 60+ brands and hundreds of digital and social initiatives across three markets: US, Germany and the UK.

It defines social currency simply as “The degree to which customers share a brand or information about a brand with others.”

In the presentation, CEO Joachimsthaler observes that marketers have been using these new technologies for three purposes:

  1. To amplify advertising campaigns
  2. To create conversations on social channels
  3. To build communities of influencers


The “Six Dimensions of Social Currency” are also discussed

  • Conversation
  • Information
  • Advocacy
  • Identity
  • Affiliation
  • Utility