Micro-Interactions In a 2.0 World




David Armano, VP, Experience Design Critical Mass / criticalmass.com
Blog: darmano.t...
this is advertising
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
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 cof...
brands must go beyond broadcast
and become “facilitators”
“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
(a long term investment)
“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.com
Blog: darmano.t...
Micro-Interactions, Marketing 2.0 / Paris
Micro-Interactions, Marketing 2.0 / Paris
Micro-Interactions, Marketing 2.0 / Paris
Micro-Interactions, Marketing 2.0 / Paris
Micro-Interactions, Marketing 2.0 / Paris
Micro-Interactions, Marketing 2.0 / Paris
Micro-Interactions, Marketing 2.0 / Paris
Micro-Interactions, Marketing 2.0 / Paris
Micro-Interactions, Marketing 2.0 / Paris
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Micro-Interactions, Marketing 2.0 / Paris

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Version of Micro-Interactions Presentation given at the Marketing 2.0 conference in Paris.

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Micro-Interactions, Marketing 2.0 / Paris

  1. 1. Micro-Interactions In a 2.0 World David Armano, VP, Experience Design Critical Mass / criticalmass.com Blog: darmano.typepad.com Twitter: twitter.com/armano
  2. 2. this is advertising
  3. 3. these are micro-interactions
  4. 4. so are these
  5. 5. print radio broadcast digital media revolutions of the past
  6. 6. the social web is the revolution of the present
  7. 7. the way we influence has been revolutionized
  8. 8. everyone is a freak
  9. 9. communication is becoming effortless
  10. 10. communication is becoming effortless
  11. 11. micro-interactions create loyalty and currency
  12. 12. welcome to the participation economy
  13. 13. from passive consumption to active participation
  14. 14. Over 136 million pageviews More than 21.3 million live video streams since 6am 1.3 million concurrent live streams
  15. 15. Starbucks the experience economy has hit tough times
  16. 16. 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
  17. 17. brands must go beyond broadcast
  18. 18. and become “facilitators”
  19. 19. facilitation requires people
  20. 20. “I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company
  21. 21. brandividuals
  22. 22. humans not optional
  23. 23. marketing? advertising? public relations? customer service? product development?
  24. 24. direct engagement
  25. 25. how can brands get here?
  26. 26. they will learn by doing
  27. 27. beyond campaigns (a long term investment)
  28. 28. “I believe that people would rather have a conversation with a person than a brand.” ~Scott Monty, Ford Motor Company 2 years later…
  29. 29. a human renaissance
  30. 30. Disney’s $100,000 Salt + Pepper Shaker
  31. 31. “until you got ice cream spilled on you, you’re not doing field work.” ~Randy Pausch
  32. 32. Micro-Interactions In a 2.0 World David Armano, VP, Experience Design Critical Mass / criticalmass.com Blog: darmano.typepad.com Twitter: twitter.com/armano

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