Micro-Interactions, Marketing 2.0 / Paris

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

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

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