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Your brand is the sum of its interactions

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Christopher Fahey, SVP Product and User Experience, Big Spaceship
#DMC2014

Published in: Marketing
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Your brand is the sum of its interactions

  1. 1. ! Your brand is the sum of its interactions. ! Christopher Fahey SVP Product and User Experience Big Spaceship ! @chrisfahey
  2. 2. HELLO FROM Brooklyn
  3. 3. Christopher Fahey SVP Product and User Experience Big Spaceship @chrisfahey
  4. 4. Christopher Fahey SVP Product and User Experience Big Spaceship @chrisfahey
  5. 5. Your brand is the sum of its interactions.
  6. 6. Digital?
  7. 7. Digital Channels • Digital Advertising (banners, pre-rolls, native content) • Messaging (email, SMS, device notifications) • Social media (regardless of platform) • Websites • Apps (desktop and devices, games and utilities) • Device interfaces (wearables, peripherals, appliances)
  8. 8. Digital Channels • Digital Advertising (banners, pre-rolls, native content) • Messaging (email, SMS, device notifications) • Social media (regardless of platform) • Websites • Apps (desktop and devices, games and utilities) • Device interfaces (wearables, peripherals, appliances) More robust interactions!
  9. 9. The Digital Channel
  10. 10. Digital Brands
  11. 11. (not-quite-so) Digital Brands
  12. 12. Digital Crap
  13. 13. Digital Crap = Experimentation
  14. 14. Ecommerce
  15. 15. Museums
  16. 16. 15% of all brand interactions happen at the museum 85% of all brand interactions happen on the web site
  17. 17. Automotive
  18. 18. bmwusa.com Genius Program GENIUS APP I Found My Dream BMW Driver’s Guide & Owners Manual Purchase Intent I Think I Know What I Want Purchase Lease Renewal or Purchase Easy discovery of product knowledge Product problem solving Dealer Website MyBMW Account Advertising
  19. 19. Brand Communications
  20. 20. “Digital First”
  21. 21. “If you build it, they will come.”
  22. 22. “If you build it and tell them about it, they will come.”
  23. 23. Collaboration
  24. 24. STRATEGY DESIGN/UX TECHNOLOGY SOCIAL MEDIA & CONTENT DATA & ANALYTICS STRATEGY DESIGN/UX TECHNOLOGY CLIENT SERVICES
  25. 25. Your brand is the sum of its interactions.
  26. 26. Digital Channels • Digital Advertising (banners, pre-rolls, native content) • Messaging (email, SMS, device notifications) • Social media (regardless of platform) • Websites • Apps (desktop and devices, games and utilities) • Device interfaces (wearables, peripherals, appliances)
  27. 27. A brand interaction is a value exchange.
  28. 28. Everyone is a user.
  29. 29. Everyone is a user.
  30. 30. contributor visitor fan customer viewer Everyone is a user. ! buyer seller employee patient citizen
  31. 31. User Experience Design
  32. 32. Marketing as Interaction Design
  33. 33. Marketing as Interaction Design Facebook Organic Search
  34. 34. Marketing as Interaction Design Facebook Organic Search
  35. 35. Marketing as Interaction Design Facebook Organic Search
  36. 36. Marketing as Interaction Design Facebook Organic Search
  37. 37. Marketing as Interaction Design Facebook Organic Search
  38. 38. Marketing as Interaction Design Sonos
  39. 39. Marketing as Interaction Design Google
  40. 40. From interruptions to interactions
  41. 41. Calm Technology
  42. 42. Calm Technology Technology should require the smallest amount of our attention. ! Technology should inform and encalm. ! Technology should make use of the periphery. ! Amplify the best of technology and the best of humanity.
  43. 43. Be human.
  44. 44. If we want users to like our software, we should design it to behave like a likeable person.” – Alan Cooper “
  45. 45. “Embodied Interactions” Ubiquitous Computing The increased availability of computers and networks via mobile devices, embedded interfaces, and public data sources. Tangible Computing Interfaces that are more physically intimate with us and respond to direct interactions, like touch, gesture, and speech. Social Computing Electronic systems that connect us to friends, family, and interesting, like-minded people.
  46. 46. Being Human Brand interactions must be sensitive.
  47. 47. Data is a creative input.
  48. 48. Being Human Brand interactions must be intimate.
  49. 49. Being Human Brand interactions must have personality.
  50. 50. Being Human Brand interactions must be smart.
  51. 51. Use Data!
  52. 52. Interactions take time...
  53. 53. Interactions take time... So please don’t waste people’s time.
  54. 54. Become more symmetrical. Make value exchanges.
  55. 55. Have nothing in your houses that you do not know to be useful or believe to be beautiful.” – William Morris, 1880 “
  56. 56. Bad Data
  57. 57. Hypothesis-Based Design
  58. 58. Test everything.
  59. 59. Test everything.
  60. 60. Imagine your digital future across all touchpoints.
  61. 61. Imagine your brand’s interactions in five years.
  62. 62. Imagine what today’s kids will expect to be able to do with your brand.
  63. 63. Start now. Go.
  64. 64. THANKS!

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