Experience Centric Interaction - Presentation Tokyo, Japan

STORYMAKER GMBH TÜBINGEN

Beyond „Social Media“

Experience-CentricInteractionBjörn Eichstädt,Storymaker GmbH

Tokyo, May 28, 2012

STORYMAKER GMBH TÜBINGEN09.04.2023 Seite 2

About Storymaker


Björn Eichstädt

Managing Partner, Storymaker

NeurobiologistDigital since 1986On World Wide Web since 1994On Mobile Web since 2003On Web 2.0 since 2005

STORYMAKER GMBH TÜBINGEN20.03.2012 4

Social Web:

Brand pages and company accounts broadcast mainly to a „mass audience“...


...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


Sometimes companies will react - providedyou know where to find them on the social web


Communication channel

Digital Corporate Publishing: Center of

ActivityCorporate Content


Challenges:

AttentionFocusEventExperienceMessaging

These challenges happen at different points in time (and in different spaces) for every individual active on the social web.


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


„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).


Past: Match search with results and AdWords.


Present: Identify current state through social monitoring. React to posts – even if you are not asked to.


Recently, we have seen a shift from storytelling to experiences – beyond social.


Fot

o: P

rom

o

Mobile: Agent of experience


Event: someone listens to a song right now.

Experience: someone is in a specific mood right now.


Event: highlights a special quote

Experience: gains a specific insight


Event: takes a picture.

Experience: thinks the photo is visually stimulating.


Communication

Digital communication platforms are becoming „event hubs“ for daily life. As a result, they are becoming the operating systems for human digital experiences.


The next generation:

Enable events, channel experiences, anduse moments of maximum attention.


Announce events,ask about experiences, and buy attention.


Use events,create experiences, andown attention.


Enhance events,change experiences, and widen attention.


Micro EventSingle Experience

Macro Event

Group Experience


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.


What does that mean for us?

STORYMAKER GMBH TÜBINGENThe art of making success stories from company brands

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