BSI<br />Micro-Interactions in a 2.0 World<br />Marketing 2.0 Conference, Paris 2009<br />
Jointheconversation<br />MARKETING 2.0 CONFERENCE<br />www.marketing2conference.com<br />
Micro-Interactions In a 2.0 World<br />David Armano, VP, Experience Design Critical Mass / criticalmass.comBlog: darmano.t...
this is advertising<br />
these are micro-interactions<br />
so are these<br />
print<br />radio<br /> broadcast<br />digital<br />media revolutions of the past<br />
the social web is the revolution of the present <br />
the way we influence has been revolutionized<br />
everyone is a freak<br />
communication is becoming effortless<br />
communication is becoming effortless<br />
micro-interactions create loyalty and currency<br />
welcome to the participation economy<br />
from passive consumption to active participation<br />
Over 136 million pageviews<br />More than 21.3 million live video streams since 6am<br />1.3 million concurrent live strea...
Starbucks<br />the experience economy has hit tough times<br />
70,000 ideas in first year<br />Free coffee for Gold Card members on their birthday<br />Starbucks VIP card<br />Splash st...
brands must go beyond broadcast<br />
and become “facilitators”<br />
facilitation requires people<br />
“I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company<br />
brandividuals<br />
humans           not optional<br />
marketing?advertising?public relations?customer service? product development? <br />
direct engagement<br />
how can brands get here?<br />
they will learn by doing<br />
beyond campaigns<br />
“I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company<br />
a human renaissance<br />
Disney’s $100,000 Salt + Pepper Shaker<br />
“until you got ice cream spilled on you, you’re not doing field work.”~Randy Pausch<br />
Micro-Interactions In a 2.0 World<br />David Armano, VP, Experience Design Critical Mass / criticalmass.comBlog: darmano.t...
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Transcript of "Micro-Interactions in a 2.0 World"

  1. 1. BSI<br />Micro-Interactions in a 2.0 World<br />Marketing 2.0 Conference, Paris 2009<br />
  2. 2. Jointheconversation<br />MARKETING 2.0 CONFERENCE<br />www.marketing2conference.com<br />
  3. 3. Micro-Interactions In a 2.0 World<br />David Armano, VP, Experience Design Critical Mass / criticalmass.comBlog: darmano.typepad.comTwitter: twitter.com/armano<br />
  4. 4. this is advertising<br />
  5. 5. these are micro-interactions<br />
  6. 6. so are these<br />
  7. 7. print<br />radio<br /> broadcast<br />digital<br />media revolutions of the past<br />
  8. 8. the social web is the revolution of the present <br />
  9. 9. the way we influence has been revolutionized<br />
  10. 10. everyone is a freak<br />
  11. 11. communication is becoming effortless<br />
  12. 12. communication is becoming effortless<br />
  13. 13.
  14. 14.
  15. 15. micro-interactions create loyalty and currency<br />
  16. 16.
  17. 17. welcome to the participation economy<br />
  18. 18. from passive consumption to active participation<br />
  19. 19. Over 136 million pageviews<br />More than 21.3 million live video streams since 6am<br />1.3 million concurrent live streams<br />
  20. 20. Starbucks<br />the experience economy has hit tough times<br />
  21. 21. 70,000 ideas in first year<br />Free coffee for Gold Card members on their birthday<br />Starbucks VIP card<br />Splash sticks<br />Buy coffee beans, get a free cup of coffee<br />
  22. 22. brands must go beyond broadcast<br />
  23. 23. and become “facilitators”<br />
  24. 24.
  25. 25.
  26. 26. facilitation requires people<br />
  27. 27.
  28. 28. “I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company<br />
  29. 29. brandividuals<br />
  30. 30. humans not optional<br />
  31. 31. marketing?advertising?public relations?customer service? product development? <br />
  32. 32. direct engagement<br />
  33. 33. how can brands get here?<br />
  34. 34. they will learn by doing<br />
  35. 35. beyond campaigns<br />
  36. 36. “I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company<br />
  37. 37. a human renaissance<br />
  38. 38. Disney’s $100,000 Salt + Pepper Shaker<br />
  39. 39. “until you got ice cream spilled on you, you’re not doing field work.”~Randy Pausch<br />
  40. 40. Micro-Interactions In a 2.0 World<br />David Armano, VP, Experience Design Critical Mass / criticalmass.comBlog: darmano.typepad.comTwitter: twitter.com/armano<br />

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