Micro Interactions

Slide 1: Micro Interactions + Direct Engagement In a 2.0 World David Armano, VP, Critical Mass / criticalmass.com Blog: darmano.typepad.com Twitter: twitter.com/armano

Slide 2: Consumer Behavior is Changing

Slide 3: From Passive Consumption To Active Participation

Slide 4: Technology Has Changed Too

Slide 5: From Front + Back Ends… http://www.flickr.com/photos/borkweb/113862641/sizes/o/

Slide 6: …To Endless Fragmentation of Services http://www.flickr.com/photos/stabilo-boss/93136022/sizes/o/

Slide 7: Services Which Can Be Mixed + Mashed Like Melodies Intel Mash Maker suggests customizations and widgets. (Credit: Intel)

Slide 8: The End Result Are Touch Points Which Seem Infinite

Slide 9: We Influence Each Other Differently

Slide 10: From Celebrities + Public Figures

Slide 11: From Celebrities …To Anyone + Everyone

Slide 12: We Broadcast to Each Other LIVE

Slide 15: We Trust People Who Are Like US

Slide 18: We Want More From Brands

Slide 19: Less Promises

Slide 20: …More Actions “Companies stage an experience when they engage customers in a memorable way”

Slide 21: Interactions Which Engage, Enable, + Empower

Slide 23: From Brochure-Like Websites… Website (1999)

Slide 24: …To Everyday Experiences + Interactions 1 Brand Experience (2007) 3 2

Slide 25: And Brands That Merge Personality With Utility 1 2 3

Slide 27: Your Brand Is The Sum of it’s Interactions

Slide 29: “Micro Interactions” Are Fast Becoming The Building Blocks of Brand 2.0

Slide 31: Web Applications Are The New Desktops

Slide 33: The Social Experience Is Composed of Millions of Micro Interactions

Slide 34: Social Networks People are using all types of social networks to self-publish, share, connect, reconnect and establish an array of communities. This is happening in both professionally and personally. If myspace were a country—it would be the 8th largest country in the world. Source: Social Storm Report, Jupiter Research, March, 2007

Slide 35: Examples: “Mainstream” Networks “DIY” Networks “Virtual World” Networks Blogging, “Micro blogging” and “Lifestreaming”

Slide 36: Mobile Marketing The number of text messages sent and received every day exceeds the population of Earth Source: m-metrics, 2007 Mobile Commerce Landscape/International

Slide 37: User Generated Content More than 25% of search results on Google for the world's 20 largest brands are links to consumer generated content Source: Nielsen Buzz Metrics

Slide 38: Media Fragmentation Today’s 21 year old has…. Watched 20,000 hrs of TV Played 10,000 hours of video games Talked 12,000 hours on the phone Streamed 1,000 hours of online video

Slide 39: Brands Are Behaving Differently

Slide 42: Employees Are Becoming Company Spokespeople =

Slide 43: Hi David. Enjoyed reading the dialogue here about keeping up with the real world versus the omnipresent school demands. Thought your talk at Loyola sounded like a good one. As you point out Jeff Jarvis and Dell are certainly integral case studies to be learned from....in the same way that we at Dell learned. Not sure there is any specific roadmap. Certainly we learn everyday from our conversations at Direct2dell; around the blogosphere; at StudioDell; in SecondLife;Michael Dell's meeting with bloggers at the Consumer Electronics show and at Dell's IdeaStorm...and all of that is leading to exciting new chapters for us as we engage direct with customers using various digital media. Should you ever want more detailed information about our journey beyond Dell hell, please let us know. Posted by: RichardatDELL

Slide 45: Micro Interactions Become Especially Important When Brands Stumble

Slide 46: Starbucks

Slide 47: Going Back To Roots Re-Training Staff Improving Product Providing Better Experience Engaging Customers Along The Way…

Slide 49: And “Social Media” Is Evolving (Micro Media)

Slide 50: Twitter Supports Numerous Micro Interactions Between Users

Slide 51: …Creating A “Conversation Ecosystem” 2 Web widgets 3 Mobile 1 4 Web version Desktop widgets/applications 7 6 Start page / feeds Virtual words 5 Mash Ups

Slide 52: And The Opportunity For Brands To Practice Direct Engagement 1 2 3 4

Slide 53: Direct Engagement Meaningful Relationships Loyalty

Slide 54: Welcome To Life In a 2.0 World

Slide 55: From To Passive Active Macro Micro Fixed Portable Static Live Messages Interactions Formal Informal Dictation Conversation Finite Infinite Staged Improvised Faceless Personalities Promises Actions

Slide 56: Micro Interactions + Direct Engagement In a 2.0 World David Armano, VP, Critical Mass / criticalmass.com Blog: darmano.typepad.com Twitter: twitter.com/armano