XMARK | Experience Marketing | Stefano Mizzella
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Transcript of XMARK | Experience Marketing | Stefano Mizzella
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#MADEE2
XMARKexperience | marketing
@stefanomizzella
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EXPERIENCE >> MARKETING
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What makes people passionate, pure and simple, is great experiences.
– Jesse James Garrett
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RESEARCHuser-behaviours
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DESIGNnew concept
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COMMUNITYengagement
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GOALnew experience
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http://goo.gl/OE2UK
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experience
product
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experience
product
biz objectives
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Talk About People: Not Customers, Not Consumers, Not Users
– Donald Norman
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1TOUCHPOINTS EXPERIENCE
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CHANNEL
TOUCHPOINT
PLATFORM
transmission
interaction
sharing
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MOTIVATIONS
BEHAVIORS
REWARDS
why?
how?
so what?
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USER JOURNEY
search buy check-in review
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brand-driven community-driven
disruptive experience
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CASE STUDIES
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MINI Getaway
http://goo.gl/OOjpg
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Angry Birds T-Mobile Live
http://goo.gl/G2MN4
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Corona Save The Beach Hotel
http://goo.gl/Fp5Dn
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Carlsberg - bikers in cinema
http://goo.gl/R6DsJ
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BING Decode Jay-Z
http://goo.gl/gaNfV
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VW Fun Theory - Piano Stairs
http://goo.gl/WawhK
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Nike - Write the Future
http://goo.gl/aeeA9
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Canon - Photochains
http://goo.gl/seHDL
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Tesco - Virtual Store
http://goo.gl/HzASo
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http://goo.gl/2OInA
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http://goo.gl/09HGK
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XD PROCESS
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ANALYSISGOALS CONCEPT ACTIONS METRICS
user behaviors & motivations
business objectives disruptive idea Touchpoints metrics & kpis
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LET’S
PLAY
TOGETHER
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THIS IS YOUR PRODUCT
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INTEGRATED
MARKETING
CAMPAIGN
BRIEF
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3 TEAMS
BLUE
SILVER
RED
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PRODUCT + USER BEHAVIORS
http://goo.gl/6jGfb
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GOALS
AVARENESS ENGAGEMENT SALES
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ANALYSIS
CONTEXT MOTIVATIONS BEHAVIOR
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CONCEPT
RATIONAL EMOTIONAL
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ACTIONS
WEB STORESOCIAL MOBILE
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METRICS
VIEWS SALESLIKES SHARES
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Stefano MizzellaPhD, Strategist @H-Farm Ventures
www.socialmediascape.org
@stefanomizzella
in/stefanomizzella
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