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

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  • 1. BSI<br />Micro-Interactions in a 2.0 World<br />Marketing 2.0 Conference, Paris 2009<br />
  • 2. Jointheconversation<br />MARKETING 2.0 CONFERENCE<br />www.marketing2conference.com<br />
  • 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. this is advertising<br />
  • 5. these are micro-interactions<br />
  • 6. so are these<br />
  • 7. print<br />radio<br /> broadcast<br />digital<br />media revolutions of the past<br />
  • 8. the social web is the revolution of the present <br />
  • 9. the way we influence has been revolutionized<br />
  • 10. everyone is a freak<br />
  • 11. communication is becoming effortless<br />
  • 12. communication is becoming effortless<br />
  • 13.
  • 14.
  • 15. micro-interactions create loyalty and currency<br />
  • 16.
  • 17. welcome to the participation economy<br />
  • 18. from passive consumption to active participation<br />
  • 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. Starbucks<br />the experience economy has hit tough times<br />
  • 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. brands must go beyond broadcast<br />
  • 23. and become “facilitators”<br />
  • 24.
  • 25.
  • 26. facilitation requires people<br />
  • 27.
  • 28. “I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company<br />
  • 29. brandividuals<br />
  • 30. humans not optional<br />
  • 31. marketing?advertising?public relations?customer service? product development? <br />
  • 32. direct engagement<br />
  • 33. how can brands get here?<br />
  • 34. they will learn by doing<br />
  • 35. beyond campaigns<br />
  • 36. “I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company<br />
  • 37. a human renaissance<br />
  • 38. Disney’s $100,000 Salt + Pepper Shaker<br />
  • 39. “until you got ice cream spilled on you, you’re not doing field work.”~Randy Pausch<br />
  • 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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