#MADEE2XMARKexperience | marketing     @stefanomizzella
EXPERIENCE >> MARKETING
What makes people passionate, pure                 and simple, is great experiences.                 – Jesse James Garrett...
RESEARCH           user-behaviours
DESIGN         new concept
COMMUNITY            engagement
GOAL       new experience
http:/     /goo.gl/OE2UK
experience                                                   product© Digital Accademia 2012 - All Rights Reserved
experience                                                      product                                                 bi...
Talk About People: Not Customers,                 Not Consumers, Not Users                 – Donald Norman© Digital Accade...
1                                                 TOUCHPOINTS   EXPERIENCE© Digital Accademia 2012 - All Rights Reserved
CHANNEL                 transmission                         TOUCHPOINT               interaction                         ...
why?                                                 MOTIVATIONS                                                          ...
USER JOURNEY                                                 search   buy   check-in   review© Digital Accademia 2012 - Al...
brand-driven             community-driven                                                           disruptive experience©...
CASE STUDIES
MINI Getaway  http:/       /goo.gl/OOjpg
Angry Birds T-Mobile Live        http:/             /goo.gl/G2MN4
Corona Save The Beach Hotel         http:/              /goo.gl/Fp5Dn
Carlsberg - bikers in cinema         http:/              /goo.gl/R6DsJ
BING Decode Jay-Z    http:/         /goo.gl/gaNfV
VW Fun Theory - Piano Stairs         http:/              /goo.gl/WawhK
Nike - Write the Future       http:/            /goo.gl/aeeA9
Canon - Photochains     http:/          /goo.gl/seHDL
Tesco - Virtual Store     http:/          /goo.gl/HzASo
http:/     /goo.gl/2OInA
http:/     /goo.gl/09HGK
XD PROCESS
GOALS                       ANALYSIS           CONCEPT           ACTIONS       METRICS             business objectives    ...
LET’S                       PLAY                       TOGETHER© Digital Accademia 2012 - All Rights Reserved
THIS IS YOUR PRODUCT© Digital Accademia 2012 - All Rights Reserved
INTEGRATED                                         BRIEF   MARKETING                                                 CAMPA...
3 TEAMS                                                 BLUE                                                 SILVER       ...
PRODUCT + USER BEHAVIORS                                                  http:/                                          ...
GOALS              AVARENESS                          ENGAGEMENT   SALES© Digital Accademia 2012 - All Rights Reserved
ANALYSIS                              CONTEXT            MOTIVATIONS   BEHAVIOR© Digital Accademia 2012 - All Rights Reser...
CONCEPT                              RATIONAL                     EMOTIONAL© Digital Accademia 2012 - All Rights Reserved
ACTIONS                                WEB              SOCIAL        MOBILE   STORE© Digital Accademia 2012 - All Rights ...
METRICS                                VIEWS            LIKES        SHARES   SALES© Digital Accademia 2012 - All Rights R...
Stefano MizzellaPhD, Strategist @H-Farm Ventures     smizzella@h-farmventures.com     www.socialmediascape.org     @stefan...
XMARK | Experience Marketing | Stefano Mizzella
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XMARK | Experience Marketing | Stefano Mizzella

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XMARK | Experience Marketing | Stefano Mizzella

  1. 1. #MADEE2XMARKexperience | marketing @stefanomizzella
  2. 2. EXPERIENCE >> MARKETING
  3. 3. What makes people passionate, pure and simple, is great experiences. – Jesse James Garrett© Digital Accademia 2012 - All Rights Reserved
  4. 4. RESEARCH user-behaviours
  5. 5. DESIGN new concept
  6. 6. COMMUNITY engagement
  7. 7. GOAL new experience
  8. 8. http:/ /goo.gl/OE2UK
  9. 9. experience product© Digital Accademia 2012 - All Rights Reserved
  10. 10. experience product biz objectives© Digital Accademia 2012 - All Rights Reserved
  11. 11. Talk About People: Not Customers, Not Consumers, Not Users – Donald Norman© Digital Accademia 2012 - All Rights Reserved
  12. 12. 1 TOUCHPOINTS EXPERIENCE© Digital Accademia 2012 - All Rights Reserved
  13. 13. CHANNEL transmission TOUCHPOINT interaction PLATFORM sharing© Digital Accademia 2012 - All Rights Reserved
  14. 14. why? MOTIVATIONS how? BEHAVIORS so what? REWARDS© Digital Accademia 2012 - All Rights Reserved
  15. 15. USER JOURNEY search buy check-in review© Digital Accademia 2012 - All Rights Reserved
  16. 16. brand-driven community-driven disruptive experience© Digital Accademia 2012 - All Rights Reserved
  17. 17. CASE STUDIES
  18. 18. MINI Getaway http:/ /goo.gl/OOjpg
  19. 19. Angry Birds T-Mobile Live http:/ /goo.gl/G2MN4
  20. 20. Corona Save The Beach Hotel http:/ /goo.gl/Fp5Dn
  21. 21. Carlsberg - bikers in cinema http:/ /goo.gl/R6DsJ
  22. 22. BING Decode Jay-Z http:/ /goo.gl/gaNfV
  23. 23. VW Fun Theory - Piano Stairs http:/ /goo.gl/WawhK
  24. 24. Nike - Write the Future http:/ /goo.gl/aeeA9
  25. 25. Canon - Photochains http:/ /goo.gl/seHDL
  26. 26. Tesco - Virtual Store http:/ /goo.gl/HzASo
  27. 27. http:/ /goo.gl/2OInA
  28. 28. http:/ /goo.gl/09HGK
  29. 29. XD PROCESS
  30. 30. GOALS ANALYSIS CONCEPT ACTIONS METRICS business objectives user behaviors & disruptive idea Touchpoints metrics & kpis motivations© Digital Accademia 2012 - All Rights Reserved
  31. 31. LET’S PLAY TOGETHER© Digital Accademia 2012 - All Rights Reserved
  32. 32. THIS IS YOUR PRODUCT© Digital Accademia 2012 - All Rights Reserved
  33. 33. INTEGRATED BRIEF MARKETING CAMPAIGN© Digital Accademia 2012 - All Rights Reserved
  34. 34. 3 TEAMS BLUE SILVER RED© Digital Accademia 2012 - All Rights Reserved
  35. 35. PRODUCT + USER BEHAVIORS http:/ /goo.gl/ jGfb 6© Digital Accademia 2012 - All Rights Reserved
  36. 36. GOALS AVARENESS ENGAGEMENT SALES© Digital Accademia 2012 - All Rights Reserved
  37. 37. ANALYSIS CONTEXT MOTIVATIONS BEHAVIOR© Digital Accademia 2012 - All Rights Reserved
  38. 38. CONCEPT RATIONAL EMOTIONAL© Digital Accademia 2012 - All Rights Reserved
  39. 39. ACTIONS WEB SOCIAL MOBILE STORE© Digital Accademia 2012 - All Rights Reserved
  40. 40. METRICS VIEWS LIKES SHARES SALES© Digital Accademia 2012 - All Rights Reserved
  41. 41. Stefano MizzellaPhD, Strategist @H-Farm Ventures smizzella@h-farmventures.com www.socialmediascape.org @stefanomizzella in/stefanomizzella

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