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First of all…
CUSTOMERS AREN’T SITTING
AROUND WAITING FOR YOU TO
DUMP YOUR MESSAGE ON THEM
SALES FUNNELS
SUCK
STOP
DUMPING
ON YOUR
CUSTOMERS
YOUR MESSAGE
YOUR CUSTOMERS
DO STUFF
(SOMETIMES)
FACT:
COMPLIMENT THEIR
IMAGE OF THEMSELVES
YOUR GOAL:
*THIS IS TOTALLY AN HOMAGE TO TOM GAULD
YOUR AD SHOULD BE
“THAT ONE WITH
THE THING”
MAKE A CONDUIT BETWEEN YOU AND THE CLIENT
YOU MIGHT THINK
“ERGONOMIC
ADVERTISING” IS
LIKE THIS:
ERGONOMIC DOESN’T MEAN
FORCING THE AUDIENCE INTO RIGID
DEFINITIONS O...
IN TRUTH,
YOU HAVE TO
FIND YOUR
AUDIENCE’S
GROOVE
FIT INTO THEIR
LIFE, HANG OUT
WITH THEM
WHEREVER
THEY ARE
WHAT IS ERGONOMIC ADVERTISING?
ADVERTISING THAT IS INTENDED TO PROVIDE
OPTIMUM VALUE TO THE CUSTOMER AND TO
AVOID SEEMING ...
WHAT ARE MICRO CAMPAIGNS?
A COLLECTION OF SMALL,
TARGETED CAMPAIGNS CREATED THAT INSTALL
STRONG EMOTIONAL RESPONSE
HOW DO YOU TRACK SOMETHING SMALL?
-TRACK THE COLLECTION, NOT THE INDIVIDUAL PIECES
-HAVE A CLEAR GOAL BEFORE SETTING OUT
•...
WPI VS. WPI
CALL ME MAYBE? WHAT ARE YOU DOING FOR REUNIONS?
• 900 Views
• Can’t track how long viewers
watched, unclear if...
MOST POPULAR
REFERENCING ALUMNI PROJECT = HIGHEST ENGAGEMENT
• 751 plays
• Special content: WPI
alumni made up
some of the...
GENERIC STORY / SPECIFIC TECHNIQUE: AMAZON
• 4 years old
• 10-18,000 views on
two Amazon Youtube
channels
• Top 100 videos...
OUR BEST EMAIL CAMPAIGN: A MOVIE NO ONE WATCHES
A/B Test Results
• 19-35% open rate (industry average 18%)
• 4.9-6.7% clic...
OUR BEST EMAIL CAMPAIGN: A MOVIE NO ONE WATCHES
VIDEO
KEY CONCEPT (FAST)
48 HOURS + CHALLENGE + WEEKEND
DELIVERY
FACEBOOK ...
HOURS WATCHED
TOTAL PLAYS X VIDEO LENGTH
**ENGAGEMENT RATE DEFINITION FROM WISTIA
=
GOAL IS
85%-95%
ENGAGEMENT RATE (FOR V...
DON’T BE AFRAID OF MAKING
SOMETHING “BAD”
REPLACE YOUR BAD THING
WITH 2 GOOD THINGS
I WANT YOU
TO BE GOOD
AT THREE
THINGS BY
THE END…
DISCOVER WHO
YOUR CLIENT IS
WHAT IS YOUR
CLIENT DOING?
START A
CONVERSATION
I’M GOING TO GIVE YOU A
MARKETING “GAME TEMPLATE”
INSTEAD OF APPROACHING YOUR MARKETING
LIKE YOUR OPUS, THINK OF IT MORE L...
• Favorite actor/actress
• Favorite color
• #1 track in their playlist
• Favorite beverage
• Guilty pleasure?
• Most comfo...
BEFORE YOUR AD
• Bored at work
• Chilling at home
• Hanging with family
• Rushing to work
• Waiting on the train
• In the ...
NEWSLETTER
• Daily
• Weekly
• Monthly
• Quarterly
PICK THREE STANDARDS
• Facebook
• Twitter
• Youtube
• LinkedIn
• Instagr...
FINAL THOUGHTS
USE SPECIFIC RATHER THAN GENERIC
STATEMENTS
RESEARCH YOUR CUSTOMERS
HAVE A GOAL
KEEP IT SMALL, USE SIMPLE
S...
MEL RAINSBERGER
@THEYUSETOOLS
Designing Micro Experiences
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Designing Micro Experiences Slide 1 Designing Micro Experiences Slide 2 Designing Micro Experiences Slide 3 Designing Micro Experiences Slide 4 Designing Micro Experiences Slide 5 Designing Micro Experiences Slide 6 Designing Micro Experiences Slide 7 Designing Micro Experiences Slide 8 Designing Micro Experiences Slide 9 Designing Micro Experiences Slide 10 Designing Micro Experiences Slide 11 Designing Micro Experiences Slide 12 Designing Micro Experiences Slide 13 Designing Micro Experiences Slide 14 Designing Micro Experiences Slide 15 Designing Micro Experiences Slide 16 Designing Micro Experiences Slide 17 Designing Micro Experiences Slide 18 Designing Micro Experiences Slide 19 Designing Micro Experiences Slide 20 Designing Micro Experiences Slide 21 Designing Micro Experiences Slide 22 Designing Micro Experiences Slide 23 Designing Micro Experiences Slide 24 Designing Micro Experiences Slide 25 Designing Micro Experiences Slide 26 Designing Micro Experiences Slide 27 Designing Micro Experiences Slide 28 Designing Micro Experiences Slide 29 Designing Micro Experiences Slide 30
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Designing Micro Experiences

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Are you sick of making products for the herd? The internet gives us access to literally billions of customers. With that access, we should be making products and advertising them to specialized groups. Instead, we make the broadest, most homogeneous products imaginable. Photo apps, cooking sites, and how-to channels are the tip of the iceberg.

When we look at our actual potential user–and design for them–you not only get a customer, but a devoted user. Connecting with a customer’s needs can create an emotional bond that keeps customers coming back for future products. What does it look when you create not for a demographic, but for a person? Think of this as ergonomic advertising. We’ll look at how focusing on the small details in web design, advertising, and video campaigns can be both cost saving and more effective.

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Designing Micro Experiences

  1. 1. First of all…
  2. 2. CUSTOMERS AREN’T SITTING AROUND WAITING FOR YOU TO DUMP YOUR MESSAGE ON THEM SALES FUNNELS SUCK
  3. 3. STOP DUMPING ON YOUR CUSTOMERS YOUR MESSAGE
  4. 4. YOUR CUSTOMERS DO STUFF (SOMETIMES) FACT:
  5. 5. COMPLIMENT THEIR IMAGE OF THEMSELVES YOUR GOAL: *THIS IS TOTALLY AN HOMAGE TO TOM GAULD
  6. 6. YOUR AD SHOULD BE “THAT ONE WITH THE THING”
  7. 7. MAKE A CONDUIT BETWEEN YOU AND THE CLIENT
  8. 8. YOU MIGHT THINK “ERGONOMIC ADVERTISING” IS LIKE THIS: ERGONOMIC DOESN’T MEAN FORCING THE AUDIENCE INTO RIGID DEFINITIONS OF WHAT THEY LIKE TO DO AND HOW THEY LIKE TO DO IT
  9. 9. IN TRUTH, YOU HAVE TO FIND YOUR AUDIENCE’S GROOVE FIT INTO THEIR LIFE, HANG OUT WITH THEM WHEREVER THEY ARE
  10. 10. WHAT IS ERGONOMIC ADVERTISING? ADVERTISING THAT IS INTENDED TO PROVIDE OPTIMUM VALUE TO THE CUSTOMER AND TO AVOID SEEMING INTRUSIVE
  11. 11. WHAT ARE MICRO CAMPAIGNS? A COLLECTION OF SMALL, TARGETED CAMPAIGNS CREATED THAT INSTALL STRONG EMOTIONAL RESPONSE
  12. 12. HOW DO YOU TRACK SOMETHING SMALL? -TRACK THE COLLECTION, NOT THE INDIVIDUAL PIECES -HAVE A CLEAR GOAL BEFORE SETTING OUT • SALES • TRAFFIC • CONVERSATIONS (LIKES/TWEETS/COMMENTS/EMAILS) -MAKE FIVE OR MORE THINGS -MEASURE A RANGE OF TIME
  13. 13. WPI VS. WPI CALL ME MAYBE? WHAT ARE YOU DOING FOR REUNIONS? • 900 Views • Can’t track how long viewers watched, unclear if message (URL) was delivered • Potentially 4% reach  EMAIL LIST: 20,000 • 2,000 unique views across all the videos • 87-96% engagement rate • 10% of audience reached
  14. 14. MOST POPULAR REFERENCING ALUMNI PROJECT = HIGHEST ENGAGEMENT • 751 plays • Special content: WPI alumni made up some of the Curiosity Rover team • 95% engagement CLICK IMAGE TO VIEW VIDEO
  15. 15. GENERIC STORY / SPECIFIC TECHNIQUE: AMAZON • 4 years old • 10-18,000 views on two Amazon Youtube channels • Top 100 videos on Amazon’s main channel • Story dictated by client, but technique based on classic holiday images CLICK IMAGE TO VIEW VIDEO
  16. 16. OUR BEST EMAIL CAMPAIGN: A MOVIE NO ONE WATCHES A/B Test Results • 19-35% open rate (industry average 18%) • 4.9-6.7% click rate (industry is 2.15%) • Videos are broken down into smaller and smaller packets to get the key words delivered without watching the actual video • Goal is sales via conversations: “OMG, I didn’t know you could do all that in 48 hours.”
  17. 17. OUR BEST EMAIL CAMPAIGN: A MOVIE NO ONE WATCHES VIDEO KEY CONCEPT (FAST) 48 HOURS + CHALLENGE + WEEKEND DELIVERY FACEBOOK + EMAIL + TWITTER + GIFS + STILLS
  18. 18. HOURS WATCHED TOTAL PLAYS X VIDEO LENGTH **ENGAGEMENT RATE DEFINITION FROM WISTIA = GOAL IS 85%-95% ENGAGEMENT RATE (FOR VIDEO) VIDEO IS LINEAR. WITH MOST CALLS TO ACTION AT THE END, YOU NEED TO KEEP YOUR AUDIENCE WATCHING FOR AS LONG AS POSSIBLE
  19. 19. DON’T BE AFRAID OF MAKING SOMETHING “BAD” REPLACE YOUR BAD THING WITH 2 GOOD THINGS
  20. 20. I WANT YOU TO BE GOOD AT THREE THINGS BY THE END…
  21. 21. DISCOVER WHO YOUR CLIENT IS
  22. 22. WHAT IS YOUR CLIENT DOING?
  23. 23. START A CONVERSATION
  24. 24. I’M GOING TO GIVE YOU A MARKETING “GAME TEMPLATE” INSTEAD OF APPROACHING YOUR MARKETING LIKE YOUR OPUS, THINK OF IT MORE LIKE AN IMPROV JAZZ SESSION
  25. 25. • Favorite actor/actress • Favorite color • #1 track in their playlist • Favorite beverage • Guilty pleasure? • Most comfortable shoes • Last movie they liked • Grumpy Cat • Doge • Little Bub • Favorite vacation spot • Are they political? • Do they exercise? • Do they wish they exercised? • Star Trek vs. Star Wars • ST and SW are for nerds • Kirk vs. Picard • Favorite meme • Loves Ghost emoji • Smiling poo emoji fan • Snapchat or Tinder? • Tea or Coffee? • Excited by movie trailers HAVE A PROCESS TO DISCOVER WHO YOUR CLIENT IS OFFLINE AND ONLINE DO SOME RESEARCH, PICK FIVE THINGS YOU KNOW ABOUT YOUR CLIENT THROW OUT AGE, GENDER, AND INCOME—IT’S ALL ABOUT STAR WARS VS. STAR TREK • Yoga enthusiast • Crossfit master • Stay at home with a book • Go out on a Saturday night • Volunteers their time • Donates to Red Cross • Jon Stewart is the best • Stephen Colbert is the best • Godzilla fan • Family centric • Single and loving it
  26. 26. BEFORE YOUR AD • Bored at work • Chilling at home • Hanging with family • Rushing to work • Waiting on the train • In the bathroom (no judging) • At school • Doing laundry • Cooking • Driving • Out with friends • On a date • Doing homework AFTER YOUR AD • Laughs • Cries • Sends their mom flowers • Calls their dad • Shares with friends • Makes food • Makes home repairs • Volunteers their time • Posts on social media • Gets angry • Shops online • Fact checks you WHAT IS YOUR CLIENT DOING/GOING TO DO? IF YOU’RE GOING TO SHOW YOUR CUSTOMER AN ADVERTISEMENT, YOU HAVE TO KNOW WHERE THEY ALREADY ARE, AND WHERE THEY’RE GOING AFTER THEY ENCOUNTER YOU. HOW LONG DO THEY REMEMBER YOUR AD? • 3-5 minutes • Till dinner time • A whole day • A week • A year
  27. 27. NEWSLETTER • Daily • Weekly • Monthly • Quarterly PICK THREE STANDARDS • Facebook • Twitter • Youtube • LinkedIn • Instagram • Google + WHERE ARE YOU SOCIALIZING? THERE ARE SO MANY SOCIAL MEDIA PLATFORMS. HOW DO YOU EFFECTIVELY USE YOUR TIME? PICK ONE WILD CARD • Tumblr • Snapchat • Pinterest • Blogger • Vine • Periscope • Reddit • Flicker • Vimeo • Yahoo • Hulu • Tindr • Quora • Yelp
  28. 28. FINAL THOUGHTS USE SPECIFIC RATHER THAN GENERIC STATEMENTS RESEARCH YOUR CUSTOMERS HAVE A GOAL KEEP IT SMALL, USE SIMPLE STATEMENTS. HAVE A TIMELINE MAKE IT FUN FOR YOU AND THEM EVERYONE MAKES SOMETHING BAD
  29. 29. MEL RAINSBERGER @THEYUSETOOLS

Are you sick of making products for the herd? The internet gives us access to literally billions of customers. With that access, we should be making products and advertising them to specialized groups. Instead, we make the broadest, most homogeneous products imaginable. Photo apps, cooking sites, and how-to channels are the tip of the iceberg. When we look at our actual potential user–and design for them–you not only get a customer, but a devoted user. Connecting with a customer’s needs can create an emotional bond that keeps customers coming back for future products. What does it look when you create not for a demographic, but for a person? Think of this as ergonomic advertising. We’ll look at how focusing on the small details in web design, advertising, and video campaigns can be both cost saving and more effective.

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