Micro-Interactions in a 2.0 World

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