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Micro-Interactions in a 2.0 World
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Micro-Interactions in a 2.0 World

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Micro-Interactions in a 2.0 World Micro-Interactions in a 2.0 World Presentation Transcript

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