Micro-Interactions, Marketing 2.0 / Paris

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