micro-interactions, marketing 2.0 / paris
Post on 17-Oct-2014
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Version of Micro-Interactions Presentation given at the Marketing 2.0 conference in Paris.TRANSCRIPT
Micro-Interactions In a 2.0 World
David Armano, VP, Experience Design Critical Mass / criticalmass.comBlog: darmano.typepad.comTwitter: twitter.com/armano
this is advertising
these are micro-interactions
so are these
print radio broadcast digital
media revolutions of the past
the social web is the revolution of the present
the way we influence has been revolutionized
everyone is a freak
communication is becoming effortless
communication is becoming effortless
micro-interactions create loyalty and currency
welcome to the participation economy
from passive consumption to active participation
Over 136 million pageviewsMore than 21.3 million live video streams since 6am1.3 million concurrent live streams
Starbucks
the experience economy has hit tough times
70,000 ideas in first yearFree coffee for Gold Card members on their birthday
Starbucks VIP card
Splash sticks
Buy coffee beans, get a free cup of coffee
brands must go beyond broadcast
and become “facilitators”
facilitation requires
people
“I believe that people would rather have a conversation with aperson than a brand.” ~Scott Monty, Ford Motor Company
brandividuals
humans not optional
marketing?advertising?
public relations?customer service?
product development?
direct engagement
how can brands get here?
they will learn by doing
beyond campaigns(a long term investment)
“I believe that people would rather have a conversation with aperson than a brand.” ~Scott Monty, Ford Motor Company
2 years later…
a human renaissance
Disney’s $100,000 Salt + Pepper Shaker
“until you got ice creamspilled on you, you’re not
doing field work.”~Randy Pausch
Micro-Interactions In a 2.0 World
David Armano, VP, Experience Design Critical Mass / criticalmass.comBlog: darmano.typepad.comTwitter: twitter.com/armano