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- Notes on Slide 1
- At the core, this talk is about people. And I want to start off by telling you a story about Randy Pausch…
- …Being a scientist, Randy did the Math and calculated that his family spent over 100,000 with the Disney brand. He credits both the affinity and the revenue to that extrodinary experience he had at Disney.
- One of Randy’s dreams was to work for Disney..
- This is worth thinking about
- People don’t really change, but our behavior does.8
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- So how has our behavior changed?8
- To think of consumers as objects who are there to “consume” your products/services is dangerous. Once upon a time, consumers consumed. We were happy to buy the things that were marketed to us. We were happy to take brands at face value, especially if we had little to compare it to. Nowadays, it’s difficult to define a consumer. Sometimes we’re users on our computers—we’re using applications and Websites. Other times we are paying for a product or service. This can be online and off. Sometimes consumers band together and form communities around common interests—often times enabled through technology. At the end of the day a consumer—though a little more complex by definition is still a person—a human being. And we humans crave good experiences. 8
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- But things got really fuzzy after we launched the site and began using it. I took the laptop around the hotel and the dynamics became really interesting when someone from belguim was using the chat to interact with one of our HR people. She was sharing links in the chat window to show him where he could apply.8
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- Dell has embraced their community with sites such as Idea Storm.Idea Storm allows you to submit your own ideas. Promote (or demote) the ideas of others. Comment on various topics or ideas with other members and get previews on Dell products before they hit the market.
- Dell also started a blog. But unlike other brands who have tested the waters here, Dell took criticism on and engaged consumers through comments. The Dell blog also took criticism initially but they stuck with it.
- Dell also started a blog. But unlike other brands who have tested the waters here, Dell took criticism on and engaged consumers through comments. The Dell blog also took criticism initially but they stuck with it.
- Dell lives beyond their own blog and joins the conversations on others (they monitor the conversation)
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Micro-Interactions
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Desc: "We live in a world where the little things really do matter. Each encounter, no matter how brief, is a micro-interaction which makes a deposit or withdrawal from our rational and emotional subconscious. The sum of these interactions and encounters adds up to how we feel about a particular product, brand or service. Little things. Feelings. They influence our everyday behaviors more than we realize."
Slideshow Transcript
- Slide 1: Micro-Interactions In a 2.0 World David Armano, VP, Experience Design Critical Mass / criticalmass.com Blog: darmano.typepad.com Twitter: twitter.com/armano
- Slide 2: Some Things Don’t Change
- Slide 3: Meet Randy Pausch Dad Husband Scientist Author Living With Cancer
- Slide 4: Disney’s $100,000 Salt + Pepper Shaker
- Slide 5: “If I sent a child into one of your stores with a broken salt and pepper shaker today, would your policies allow your workers to be kind enough to replace it?” ~Randy Pausch
- Slide 6: “…the executives squirm at the question. They know the answer: Probably not.” ~Randy Pausch
- Slide 7: Some Things Do
- Slide 8: #3
- Slide 9: The Marketing Funnel Isn’t Linear (heck, it’s not even a funnel)
- Slide 11: Consumer Behavior is Changing
- Slide 12: From Passive Consumption To Active Participation
- Slide 13: Technology Has Changed Too
- Slide 14: From Front + Back Ends… http://www.flickr.com/photos/borkweb/113862641/sizes/o /
- Slide 15: …To Endless Fragmentation of Services http://www.flickr.com/photos/stabilo-boss/93136022/sizes/o/
- Slide 16: Services Which Can Be Mixed + Mashed Like Melodies Intel Mash Maker suggests customizations and widgets. (Credit: Intel)
- Slide 17: The End Result Are Touch Points Which Seem Infinite
- Slide 18: We Influence Each Other Differently
- Slide 19: From Celebrities + Public Figures
- Slide 20: From Celebrities …To Anyone + Everyone
- Slide 21: We Broadcast to Each Other LIVE
- Slide 22: QuickTimeﾪ and a Animation decompressor are needed to see this picture.
- Slide 25: We Trust People Who Are Like US
- Slide 28: A Brand Is Not What YOU Say it is. It’s What THEY Say it is.
- Slide 29: Source: brand tags
- Slide 30: We Want More From Brands
- Slide 31: Less Promises
- Slide 32: …More Actions “Companies stage an experience when they engage customers in a memorable way”
- Slide 33: Interactions Which Engage, Enable, + Empower
- Slide 35: From Brochure-Like Websites… Website (1999)
- Slide 36: …To Everyday Experiences + Interactions 1 Brand Experience (2007) 3 2
- Slide 37: And Brands That Merge Personality With Utility 1 2 3
- Slide 39: Engagement is the New Sticky
- Slide 42: Your Brand Is The Sum of its Interactions
- Slide 44: little things matter What Are Your Gumball Machines?
- Slide 45: “Micro-interactions” Are Fast Becoming The Building Blocks of Brand 2.0 (Google is leading the way)
- Slide 47: Want To Get “Googley?” Get The Basics Right
- Slide 49: …And Embrace Change
- Slide 50: A Business Model That Didn’t Adapt
- Slide 51: From Websites To Web Applications
- Slide 53: Distribution is the New Centralized
- Slide 55: The Social Experience Is Composed of Millions of Micro-interactions
- Slide 57: Some Brands Are Adapting
- Slide 60: Faceless Companies Now Have Faces =
- Slide 61: Hi David. Enjoyed reading the dialogue here about keeping up with the real world versus the omnipresent school demands. Thought your talk at Loyola sounded like a good one. As you point out Jeff Jarvis and Dell are certainly integral case studies to be learned from....in the same way that we at Dell learned. Not sure there is any specific roadmap. Certainly we learn everyday from our conversations at Direct2dell; around the blogosphere; at StudioDell; in SecondLife;Michael Dell's meeting with bloggers at the Consumer Electronics show and at Dell's IdeaStorm...and all of that is leading to exciting new chapters for us as we engage direct with customers using various digital media. Should you ever want more detailed information about our journey beyond Dell hell, please let us know. Posted by: RichardatDELL
- Slide 62: Micro-interactions Become Especially Important When Brands Stumble
- Slide 63: What If Apple’s “Beige” Period Happened in a 2.0 World?
- Slide 64: Starbucks
- Slide 65: Going Back To Roots Re-Training Staff Improving Product Providing Better Experience Engaging Customers Along The Way…
- Slide 67: And “Social Media” Is Evolving (Micro Media)
- Slide 68: Twitter Evolving Into A Multi-Touchpoint Conversation Ecosystem 2 Web widgets 3 Mobile 1 4 Web version Desktop widgets/applications 7 6 Start page / feeds Virtual words 5 Mash Ups
- Slide 69: Brands Moving From “Canned” to “Live” Direct Engagement 1 2 3 4
- Slide 70: Is Your Brand At a Crossroads?
- Slide 72: Positive Interactions Trust Loyalty
- Slide 73: Welcome To Life In a 2.0 World
- Slide 74: From To Passive Active Macro Micro Fixed Portable Static Live Messages Interactions Formal Informal Dictation Conversation Finite Infinite Staged Improvised Faceless Personalities Promises Actions
- Slide 75: Or More Simply, Put People First
- Slide 76: Treat Everyone Like An Influencer. Make Every Interaction Count.
- Slide 77: Micro-Interactions In a 2.0 World David Armano, VP, Experience Design Critical Mass / criticalmass.com Blog: darmano.typepad.com Twitter: twitter.com/armano
