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Micro-Interactions in a 2.0 World

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BSI Micro-Interactions in a 2.0 World Marketing 2.0 Conference, Paris 2009
Jointheconversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
Micro-Interactions In a 2.0 World David Armano, VP, Experience Design Critical Mass / criticalmass.comBlog: darmano.typepad.comTwitter: twitter.com/armano
this is advertising
these are micro-interactions
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
from passive consumption to active participation
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 coffee beans, get a free cup of coffee
brands must go beyond broadcast
and become “facilitators”
facilitation requires people
“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
“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.comBlog: darmano.typepad.comTwitter: twitter.com/armano

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