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Beyond „Social Media“


Experience-
Centric
Interaction
Björn Eichstädt,
Storymaker GmbH

Tokyo, May 28, 2012
                      STORYMAKER GMBH TÜBINGEN
About Storymaker




04.06.2012      STORYMAKER GMBH TÜBINGEN   Seite 2
Björn Eichstädt



                      Managing Partner, Storymaker

                      Neurobiologist
                      Digital since 1986
                      On World Wide Web since 1994
                      On Mobile Web since 2003
                      On Web 2.0 since 2005




             STORYMAKER GMBH TÜBINGEN
Social Web:
  Brand pages
  and company
  accounts
  broadcast
  mainly to a
  „mass
  audience“...
20.03.2012   STORYMAKER GMBH TÜBINGEN   4
...with questionable
  success rates.
                                        1.863 / 8.071.123
                                        = 0,000231
                                        Like rate

                                        18 / 8.071.123
                                        = 0,00000223
                                        Comment rate

                                        84 / 8.071.123
                                        = 0,00001041
                                        Share rate



20.03.2012   STORYMAKER GMBH TÜBINGEN                       5
Sometimes companies
  will react - provided
  you know where to find
  them on the social web




20.03.2012   STORYMAKER GMBH TÜBINGEN   6
Digital Corporate Publishing: Center of Activity

    Communication channel        Corporate         Content




20.03.2012              STORYMAKER GMBH TÜBINGEN             7
Challenges:
Attention
Focus
Event
Experience
Messaging
These challenges happen at different points in
time (and in different spaces) for every individual
active on the social web.
                     STORYMAKER GMBH TÜBINGEN
And: „The highly
                                 dynamic
                        information flow
                        within the social
                           web creates a
                               shortened
                       attention span for
                            most users.“
                                           „Brain 2.0“
                                       Hütter & Unkel
                           in social-media-magazin.de




STORYMAKER GMBH TÜBINGEN
„Das hochgradig
Challenge:                dynamische
                    Angebot im Social
Increase match rate by identifying
                     Web bewirkt eine
                       Verkürzung der
the moment of maximum attention.
                    Aufmerksamkeits-
                              spanne“
Get in touch with your target Gehirn 2.0“
                            aus „Das
audience at exactly thatsocial-media-magazin.de
                       in
                          point in Unkel
                           von Hütter und

time (and in that space).


                 STORYMAKER GMBH TÜBINGEN
Past: Match search with
  results and AdWords.




20.03.2012   STORYMAKER GMBH TÜBINGEN   11
Present: Identify current
  state through social
  monitoring. React to posts
  – even if you are not asked
  to.




20.03.2012   STORYMAKER GMBH TÜBINGEN   12
Recently, we have seen a
  shift from storytelling to
  experiences – beyond
  social.




20.03.2012   STORYMAKER GMBH TÜBINGEN   13
Mobile:
Agent of
experience




                                        Foto: Promo
             STORYMAKER GMBH TÜBINGEN
Event: someone listens to a
  song right now.
  Experience: someone is in
  a specific mood right now.




20.03.2012   STORYMAKER GMBH TÜBINGEN   15
Event:
  highlights a
  special quote
  Experience:
  gains a
  specific
  insight

20.03.2012   STORYMAKER GMBH TÜBINGEN   16
20.03.2012   STORYMAKER GMBH TÜBINGEN   17
Event: takes a picture.
  Experience: thinks the
  photo is visually
  stimulating.




20.03.2012   STORYMAKER GMBH TÜBINGEN   18
Digital communication
      platforms are                             Communication
      becoming „event
      hubs“ for daily life. As
      a result, they are
      becoming the
      operating systems for
      human digital
      experiences.


20.03.2012           STORYMAKER GMBH TÜBINGEN                   19
The next generation:
  Enable events, channel
  experiences, and
  use moments of maximum
  attention.



20.03.2012   STORYMAKER GMBH TÜBINGEN   20
Announce events,
  ask about experiences,
  and buy attention.




20.03.2012   STORYMAKER GMBH TÜBINGEN   21
Use events,
  create experiences, and
  own attention.




20.03.2012   STORYMAKER GMBH TÜBINGEN   22
Enhance events,
change experiences,
and widen attention.




20.03.2012   STORYMAKER GMBH TÜBINGEN   23
Micro Event
             Single Experience
               Macro Event
             Group Experience



20.03.2012        STORYMAKER GMBH TÜBINGEN   24
Future:

     There is a possibility that every action
     becomes a social event.

     There is a possibility that every event
     becomes a social action.

     The challenge: Transform Event, Attention
     and Action into one brand experience.




20.03.2012            STORYMAKER GMBH TÜBINGEN   25
20.03.2012   STORYMAKER GMBH TÜBINGEN   26
What does that mean
                   for us?



20.03.2012         STORYMAKER GMBH TÜBINGEN   27
cybernautin | photocase
The art of making success storiesSTORYMAKER GMBH TÜBINGEN
                                  from company brands

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Experience Centric Interaction - Presentation Tokyo, Japan

  • 1. Beyond „Social Media“ Experience- Centric Interaction Björn Eichstädt, Storymaker GmbH Tokyo, May 28, 2012 STORYMAKER GMBH TÜBINGEN
  • 2. About Storymaker 04.06.2012 STORYMAKER GMBH TÜBINGEN Seite 2
  • 3. Björn Eichstädt Managing Partner, Storymaker Neurobiologist Digital since 1986 On World Wide Web since 1994 On Mobile Web since 2003 On Web 2.0 since 2005 STORYMAKER GMBH TÜBINGEN
  • 4. Social Web: Brand pages and company accounts broadcast mainly to a „mass audience“... 20.03.2012 STORYMAKER GMBH TÜBINGEN 4
  • 5. ...with questionable success rates. 1.863 / 8.071.123 = 0,000231 Like rate 18 / 8.071.123 = 0,00000223 Comment rate 84 / 8.071.123 = 0,00001041 Share rate 20.03.2012 STORYMAKER GMBH TÜBINGEN 5
  • 6. Sometimes companies will react - provided you know where to find them on the social web 20.03.2012 STORYMAKER GMBH TÜBINGEN 6
  • 7. Digital Corporate Publishing: Center of Activity Communication channel Corporate Content 20.03.2012 STORYMAKER GMBH TÜBINGEN 7
  • 8. Challenges: Attention Focus Event Experience Messaging These challenges happen at different points in time (and in different spaces) for every individual active on the social web. STORYMAKER GMBH TÜBINGEN
  • 9. And: „The highly dynamic information flow within the social web creates a shortened attention span for most users.“ „Brain 2.0“ Hütter & Unkel in social-media-magazin.de STORYMAKER GMBH TÜBINGEN
  • 10. „Das hochgradig Challenge: dynamische Angebot im Social Increase match rate by identifying Web bewirkt eine Verkürzung der the moment of maximum attention. Aufmerksamkeits- spanne“ Get in touch with your target Gehirn 2.0“ aus „Das audience at exactly thatsocial-media-magazin.de in point in Unkel von Hütter und time (and in that space). STORYMAKER GMBH TÜBINGEN
  • 11. Past: Match search with results and AdWords. 20.03.2012 STORYMAKER GMBH TÜBINGEN 11
  • 12. Present: Identify current state through social monitoring. React to posts – even if you are not asked to. 20.03.2012 STORYMAKER GMBH TÜBINGEN 12
  • 13. Recently, we have seen a shift from storytelling to experiences – beyond social. 20.03.2012 STORYMAKER GMBH TÜBINGEN 13
  • 14. Mobile: Agent of experience Foto: Promo STORYMAKER GMBH TÜBINGEN
  • 15. Event: someone listens to a song right now. Experience: someone is in a specific mood right now. 20.03.2012 STORYMAKER GMBH TÜBINGEN 15
  • 16. Event: highlights a special quote Experience: gains a specific insight 20.03.2012 STORYMAKER GMBH TÜBINGEN 16
  • 17. 20.03.2012 STORYMAKER GMBH TÜBINGEN 17
  • 18. Event: takes a picture. Experience: thinks the photo is visually stimulating. 20.03.2012 STORYMAKER GMBH TÜBINGEN 18
  • 19. Digital communication platforms are Communication becoming „event hubs“ for daily life. As a result, they are becoming the operating systems for human digital experiences. 20.03.2012 STORYMAKER GMBH TÜBINGEN 19
  • 20. The next generation: Enable events, channel experiences, and use moments of maximum attention. 20.03.2012 STORYMAKER GMBH TÜBINGEN 20
  • 21. Announce events, ask about experiences, and buy attention. 20.03.2012 STORYMAKER GMBH TÜBINGEN 21
  • 22. Use events, create experiences, and own attention. 20.03.2012 STORYMAKER GMBH TÜBINGEN 22
  • 23. Enhance events, change experiences, and widen attention. 20.03.2012 STORYMAKER GMBH TÜBINGEN 23
  • 24. Micro Event Single Experience Macro Event Group Experience 20.03.2012 STORYMAKER GMBH TÜBINGEN 24
  • 25. Future: There is a possibility that every action becomes a social event. There is a possibility that every event becomes a social action. The challenge: Transform Event, Attention and Action into one brand experience. 20.03.2012 STORYMAKER GMBH TÜBINGEN 25
  • 26. 20.03.2012 STORYMAKER GMBH TÜBINGEN 26
  • 27. What does that mean for us? 20.03.2012 STORYMAKER GMBH TÜBINGEN 27
  • 28. cybernautin | photocase The art of making success storiesSTORYMAKER GMBH TÜBINGEN from company brands