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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