Experience matters. Adam Kleinberg is the CEO of Traction, a top interactive agency. He argues that brands must design experiences, not just messages, to truly connect with customers. Effective brand experiences tap into fundamental human motives like pleasure, morality, social influence, community, and economic incentives.

1. Experience matters.
Adam Kleinberg CEO
adam@tractionco.com
twitter.com/adamkleinberg
linkedin.com/in/adamkleinberg
415.962.5823

2. 2009 • 2010 • 2011
TOP INTERACTIVE AGENCY
2

3. What is business intelligence?
Logical Random
Sequential Intuitive
Rational Holistic
Analytical Synthesizing
Objective Subjective
Looks at wholes
Looks at parts

4. DIGITAL
EMPOWERMENT
ROI
+
ECONOMIC
SUPER-PRESSURE

5. “50% of the things we should be doing for our
“
brands are NOT predictably quantifiable.
Scott Bedbury, former CMO of Nike and Starbucks

6. Brands are becoming commodities.

7. Perception
Persuasion
Motivation
Desire

8. COST COST
COST PER THOUSAND
PER ACTION
PER CLICK
COST
PER IMPRESSION
COST
COST PER CONVERSION
ER LEAD
COST COST
PER TIME PER SALE
COST

9. Optimization?

10. The world has changed.

11. 83% of purchase decision influenced by WOM

12. Breaking through?

13. Shiny Object Syndrome
Not the solution.

15. Whirlpool BT planning model
It’s the brand experience that matters.
Delight (Value)
Convert (Engage)
Share (Facilitate)
Brand Messages Brand Advocacy
Discover (Disrupt)
6

16. What is a brand experience?
16

17. What we sell.

18. How we sell it.

19. How we communicate.

20. The sound of our voice.

21. How we engage.

22. How we create interest.

23. How we create value.

24. Pathway to possibilities
Three steps to designing effective brand experiences

25. #1 use currencies to create value
Moral Motive Economic Motive
Pleasure
Social Motive Tribal Motive
25

26. Pleasure
Motive
The need for
enjoyment
26
415-962-5800 www.tractionco.com

27. Moral
Motive
The need to do
something good
27
415-962-5800 www.tractionco.com

28. Social
Motive
The need for
influence and
recognition
28
415-962-5800 www.tractionco.com

29. Tribal
Motive
The need to help
your community
29
415-962-5800 www.tractionco.com

30. Economic
Motive
The need to do
something good
30
415-962-5800 www.tractionco.com

31. #2 design for distributed consumption 28

32. #3 get your return on awesome
32

35. The brands that takes risks...
will be the brands that win.

36. Thanks.
WRITE Adam Kleinberg CEO
THIS
adam@tractionco.com
twitter.com/adamkleinberg
linkedin.com/in/adamkleinberg
DOWN!! 415.962.5823