A simple framework and how to followed with simple example on how to apply the micro moment by Google to your brand.

1. Micro-
moments
for your
Brand

2. “A micro moment is a mobile moment that
requires only a glance to identify and delivers
quick information that you can either
consume, or act on immediately.”
-Josh bernoff

3. Moments
-define your customer’s moments-

4. I-Want-to
Moments Moments Moments Moments
I-Want-to I-Want-to I-Want-to
Know Go Do Buy

5. I-Want-to
Moments
Know
A moment where your customers still on exploring or
researching about the related things with the brand.
Keywords:
Curiosity
Example:
When stuck in a traffic, Andi saw a guy wearing a bag
of GO-MASSAGE riding a bike, then Andi starts
wondering; “what is GO-MASSAGE?”, “What do
they bring?”

6. Ever searched ‘french restaurant nearby?’ or
something similar like that? that is called I-want-to go
moment. To finish or accomplish some task within
your nearest location.
Keywords:
Nearby
Example:
Sarah just arrived in Bandung and she needs a full
body massage. She searched ‘Nearest massage’ on
Google. There come ‘GO-MASSAGE, Your
professional masseuse, anytime, anywhere.’
Moments
I-Want-to
Go

7. A moment which occurs before or after the purchase.
Which can be used as a reference or an informative
source of persuading your new customers.
Keywords:
HOW-TO
Example:
As a caring wife, Windy wants to please her husband
after his working hour. Thinking on how-to-please-
her-husband, Windy orders GO-MASSAGE right
before her husband arrives from work.
Moments
I-Want-to
Do

8. A moment of truth to decide what to buy or how to
buy a product.
Keywords:
clue
Example:
Sandy feels so tired after having a one full week on
business travel, he needs a massage yet don’t want
to go out from his house. He opens his GO-JEK app
and order GO-MASSAGE instead.
Moments
I-Want-to
Buy

9. Action-what your brand needs to do-

10. Be
There
Be
Useful
Be
Quick

11. Be
There
Brand awareness & presence
Being there means a lot. Your brand needs
to be there for every micro-moments of your
customers.
If your main aim is to increase the conversion rate towards your marketing
funnel, ‘Be there’ stands for giving the information and insight for the right
people at the right time.

12. Be
Useful
how can your brand helps your customers?
Be useful requires you to engage your customers. Make sure
all of the content and information your brand communicates
is useful and helps your customers finish their tasks.
Try to answer this
simple question;
“How can my brand
helps him/her?”
And relate to the
micro-moments.

13. Be
Quick
Be Responsive and deliver it in no time!
Be quick means you have be responsive and
ensure your customers experience is flawless.
Your customers are those who always say “I want it
now!” thus, your brand has to cater their needs.
Be quick means you eliminate unnecessary steps
and you need to be able to forecast your
customer’s behaviour and take action before they
even asks your brand to do so.

14. Implementation-apply the framework-

15. Moments
Actions
I-want-to
KNOW
Moment
I-want-to
DO
Moment
I-want-to
BUY
Moment
I-want-to
GO
Moment
Be there
Be quick
Be useful

16. I-want-to
KNOW
Moment
I-want-to
DO
Moment
I-want-to
BUY
Moment
I-want-to
GO
Moment
Be there
Be quick
Be useful

17. Connect your brands action towards your
customers micro-moments.
Example:
Sandy feels so tired after having a one full week
on business travel, he needs a massage yet
don’t want to go out from his house. He opens
his GO-JEK app and order GO-MASSAGE
instead.
Define which channels might used for the
connections.
Channel used:
GO-JEK in app-
splash page
Micro-moments:
I-want-to buy
moments
Action:
Be there, Be
useful, Be quick

18. GO-MASSAGE is there when Sandy opens
GO-JEK app and the in app splash page
shows GO-MASSAGE’s promo. By telling
Sandy GO-MASSAGE is an on-demand
massage service, GO-MASSAGE is useful
and quick.
Channel used:
GO-JEK in app-
splash page
Micro-moments:
I-want-to buy
moments
Action:
Be there, Be
useful, Be quick

19. Ask yourself
-what is your customers’ micro moment?-

20. Author’s bioGilang Gibranthama is a futurist who believes in hard work and
creativity.
Currently working in GO-JEK as a Commercial Marketing
Manager of GO-MASSAGE with a strong vision to problem
solved social problem in order to make this world as a better
place to live.
A futurist who never stops learning and believes there is no silver
bullet.