Micro-Interactions, Marketing 2.0 / Paris
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17-Oct-2014 -
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Transcript of Micro-Interactions, Marketing 2.0 / Paris
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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
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this is advertising
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these are micro-interactions
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so are these
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print radio broadcast digital
media revolutions of the past
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the social web is the revolution of the present
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the way we influence has been revolutionized
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everyone is a freak
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communication is becoming effortless
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communication is becoming effortless
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micro-interactions create loyalty and currency
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welcome to the participation economy
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from passive consumption to active participation
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Over 136 million pageviewsMore than 21.3 million live video streams since 6am1.3 million concurrent live streams
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Starbucks
the experience economy has hit tough times
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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
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brands must go beyond broadcast
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and become “facilitators”
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facilitation requires
people
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“I believe that people would rather have a conversation with aperson than a brand.” ~Scott Monty, Ford Motor Company
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brandividuals
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humans not optional
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marketing?advertising?
public relations?customer service?
product development?
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direct engagement
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how can brands get here?
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they will learn by doing
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beyond campaigns(a long term investment)
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“I believe that people would rather have a conversation with aperson than a brand.” ~Scott Monty, Ford Motor Company
2 years later…
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a human renaissance
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Disney’s $100,000 Salt + Pepper Shaker
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“until you got ice creamspilled on you, you’re not
doing field work.”~Randy Pausch
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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