Micro-Pulse [Intro]

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This is an introduction to Micro-Pulse: How small touches impact the heartbeat of your brand. It was presented at OpenBeta3 on October 22nd, 2009. …

This is an introduction to Micro-Pulse: How small touches impact the heartbeat of your brand. It was presented at OpenBeta3 on October 22nd, 2009.
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Chris Wilson
http://www.freshpeel.com

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  • 1. MicroPulse How small touches impact the heartbeat of your brand. Chris Wilson Digital Brand Strategist freshpeel.com ©Chris Wilson • www.freshpeel.com
  • 2. Retrace your steps. ©Chris Wilson • www.freshpeel.com
  • 3. OpenBeta3 registration signage parking online community keynote ©Chris Wilson • www.freshpeel.com Image by stewdean on Flickr.com
  • 4. touchpoint - a point of contact.
  • 5. Body Language Just as small movements, gestures and facial expressions impact your ability to communicate effectively, small touches add up to create a cumulative perception of a brand. ©Chris Wilson • www.freshpeel.com
  • 6. Pre Digital Age ©David // Armano • darmano.typepad.com
  • 7. Digital Age + 2.0 ©David // Armano • darmano.typepad.com
  • 8. Post Digital Age + 2.0 ©David // Armano • darmano.typepad.com
  • 9. A Whole New World Touchpoints take on a whole new dimension now that consumers have access to brands whenever and wherever they want. Image by sekihan on Flickr.com
  • 10. Touches are pushed by consumer actions. A brand is pushed to the foreground or fades into the background as people take actions around and with it.
  • 11. This makes every single touch with consumers, no matter how small, a crucial interaction.
  • 12. Brands need to make themselves available in ways that fit into people’s everyday life.
  • 13. Consumers want action and interaction. Stop telling and start doing.
  • 14. Provide value.
  • 15. 1 Choreograph Touches Touch Cycle ©Chris Wilson • www.freshpeel.com
  • 16. 2 1 Listen and Choreograph Watch Touches Touch Cycle ©Chris Wilson • www.freshpeel.com
  • 17. 2 1 Listen and Choreograph Watch Touches Touch Cycle Reinforce Behaviors 3 ©Chris Wilson • www.freshpeel.com
  • 18. 2 1 Listen and Choreograph Watch Touches Touch Cycle Reinforce Behaviors Evaluate and Expand 3 4 ©Chris Wilson • www.freshpeel.com
  • 19. Chris Wilson Blog www.freshpeel.com Email chris.freshpeel.com Twitter @freshpeel