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"We live in a world where the little things really do matter. Each encounter, no matter how brief, is a micro-interaction which makes a deposit or withdrawal from our rational and emotional subconscious. The sum of these interactions and encounters adds up to how we feel about a particular product, brand or service. Little things. Feelings. They influence our everyday behaviors more than we realize."
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Micro-Interactions In a 2.0 World
David Armano, VP, Experience Design Critical Mass / criticalmass.comBlog: darmano.typepad.comTwitter: twitter.com/armano
Some Things
Don’t Change
Meet Randy Pausch
DadHusbandScientistAuthor
Living With Cancer
Disney’s $100,000 Salt + Pepper Shaker
“If I sent a child into one of your stores with a broken salt and pepper shaker today, would your policies allow your workers to be kind enough to replace it?”
~Randy Pausch
“…the executives squirm at the question. They know the answer: Probably not.”
~Randy Pausch
Some Things
Do
#3
The Marketing Funnel
Isn’t Linear(heck, it’s not even a funnel)
Consumer Behavior is
Changing
From Passive Consumption To Active Participation
Technology Has
Changed Too
From Front + Back Ends…
http://www.flickr.com/photos/borkweb/113862641/sizes/o/
…To Endless Fragmentation of Services
http://www.flickr.com/photos/stabilo-boss/93136022/sizes/o/
Services Which Can Be Mixed + Mashed Like Melodies
Intel Mash Maker suggests customizations and widgets. (Credit: Intel)
The End Result Are
Touch PointsWhich Seem
Infinite
We Influence Each Other Differently
From Celebrities + Public Figures
From Celebrities
…To Anyone + Everyone
We Broadcastto Each Other
LIVE
QuickTime™ and aAnimation decompressor
are needed to see this picture.
We Trust People Who
Are Like US
A Brand Is Not What YOU Say it is. It’s
What THEY Say it is.
Source: brand tags
We Want MoreFrom Brands
Less Promises
“Companies stage an experience
when they engage customers in a
memorable way”
…More Actions
Interactions WhichEngage, Enable, + Empower
From Brochure-Like Websites…
Website (1999)
…To Everyday Experiences + Interactions
Brand Experience (2007)
1
3
2
1
32
And Brands That Merge Personality With Utility
Engagement is the
New Sticky
Your Brand Is The Sum of its
Interactions
What Are Your Gumball Machines?
little thingsmatter
“Micro-interactions” Are Fast Becoming The
Building Blocks of Brand 2.0(Google is leading the way)
Want To Get
“Googley?”Get The Basics Right
…And Embrace
Change
A Business Model That Didn’t Adapt
From WebsitesTo
Web Applications
Distribution is the New Centralized
The Social Experience Is Composed of Millions of
Micro-interactions
Some Brands Are
Adapting
Faceless Companies Now Have Faces
=
Hi David. Enjoyed reading the dialogue here about keeping up with the real world versus the omnipresent school demands. Thought your talk at Loyola sounded like a good one. As you point out
Jeff Jarvis and Dell are certainly integral case studies to be learned from....in the same way that we at Dell learned. Not sure there is any specific roadmap.
Certainly we learn everyday from our conversations at Direct2dell; around the blogosphere; at StudioDell; in SecondLife;Michael Dell's meeting with bloggers at the Consumer Electronics show and at Dell's IdeaStorm...and all of that is leading to exciting new chapters for us as we engage direct with customers using various digital media. Should you ever want more detailed information about our journey beyond Dell hell,
please let us know.
Posted by: RichardatDELL
Micro-interactions BecomeEspecially Important When
Brands Stumble
What If Apple’s “Beige” Period Happened in a 2.0 World?
Starbucks
Going Back To Roots
Re-Training Staff
Improving Product
Providing Better Experience
Engaging CustomersAlong The Way…
And “Social Media” Is
Evolving(Micro Media)
1 Desktop widgets/applications
2
Webwidgets
3
Mobile 4 Web version
5 Mash Ups
6 Start page / feeds7
Virtual words
Twitter Evolving Into A Multi-Touchpoint Conversation Ecosystem
Brands Moving From “Canned” to “Live” Direct Engagement
1
2
3
4
Is Your Brand At a
Crossroads?
Positive Interactions
Trust
Loyalty
Welcome To Life In a 2.0
World
FromPassive MacroFixedStatic
MessagesFormal
DictationFinite
StagedFacelessPromises
ToActiveMicro
PortableLive
InteractionsInformal
ConversationInfinite
ImprovisedPersonalities
Actions
Or More Simply, Put People
First
Treat Everyone
Like An Influencer.
Make Every Interaction
Count.
Micro-Interactions In a 2.0 World
David Armano, VP, Experience Design Critical Mass / criticalmass.comBlog: darmano.typepad.comTwitter: twitter.com/armano
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