This document discusses moving past traditional social media approaches and focusing on experience-centric interactions. It notes that social media pages often have low engagement rates and that companies need to identify moments of maximum attention to better connect with audiences. The mobile device is presented as an important tool for creating experiences. The document argues that digital platforms are becoming "event hubs" and the operating systems for digital experiences. It advocates enhancing events, changing experiences, and widening attention as the next steps and transforming events, attention and actions into brand experiences.

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