experience centric interaction - presentation tokyo, japan
DESCRIPTION
Beyond Social Media,TRANSCRIPT
STORYMAKER GMBH TÜBINGEN
Beyond „Social Media“
Experience-CentricInteractionBjörn Eichstädt,Storymaker GmbH
Tokyo, May 28, 2012
STORYMAKER GMBH TÜBINGEN09.04.2023 Seite 2
About Storymaker
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Björn Eichstädt
Managing Partner, Storymaker
NeurobiologistDigital since 1986On World Wide Web since 1994On Mobile Web since 2003On Web 2.0 since 2005
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Social Web:
Brand pages and company accounts broadcast mainly to a „mass audience“...
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...with questionable success rates.
1.863 / 8.071.123 = 0,000231Like rate
18 / 8.071.123= 0,00000223Comment rate
84 / 8.071.123= 0,00001041Share rate
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Sometimes companies will react - providedyou know where to find them on the social web
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Communication channel
Digital Corporate Publishing: Center of
ActivityCorporate Content
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Challenges:
AttentionFocusEventExperienceMessaging
These challenges happen at different points in time (and in different spaces) for every individual active on the social web.
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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
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„Das hochgradig dynamische Angebot im Social Web
bewirkt eine Verkürzung der
Aufmerksamkeits-spanne“
aus „Das Gehirn 2.0“ von Hütter und Unkel
in social-media-magazin.de
Challenge:
Increase match rate by identifying the moment of maximum attention.
Get in touch with your target audience at exactly that point in time (and in that space).
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Past: Match search with results and AdWords.
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Present: Identify current state through social monitoring. React to posts – even if you are not asked to.
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Recently, we have seen a shift from storytelling to experiences – beyond social.
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Fot
o: P
rom
o
Mobile: Agent of experience
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Event: someone listens to a song right now.
Experience: someone is in a specific mood right now.
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Event: highlights a special quote
Experience: gains a specific insight
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Event: takes a picture.
Experience: thinks the photo is visually stimulating.
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Communication
Digital communication platforms are becoming „event hubs“ for daily life. As a result, they are becoming the operating systems for human digital experiences.
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The next generation:
Enable events, channel experiences, anduse moments of maximum attention.
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Announce events,ask about experiences, and buy attention.
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Use events,create experiences, andown attention.
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Enhance events,change experiences, and widen attention.
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Micro EventSingle Experience
Macro Event
Group Experience
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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.
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What does that mean for us?
STORYMAKER GMBH TÜBINGENThe art of making success stories from company brands
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