Version of Micro-Interactions Presentation given at the Marketing 2.0 conference in Paris.

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

2. this is advertising

3. these are micro-interactions

4. so are these

5. print radio broadcast digital
media revolutions of the past

6. the social web is the revolution of the present

7. the way we influence has been revolutionized

8. everyone is a freak

9. communication is becoming effortless

10. communication is becoming effortless

13. micro-interactions create loyalty and currency

15. welcome to the participation economy

16. from passive consumption to active participation

17. Over 136 million pageviews
More than 21.3 million live video streams since 6am
1.3 million concurrent live streams

18. Starbucks
the experience economy has hit tough times

19. 70,000 ideas in first year
Free coffee for Gold Card members on their birthday
Starbucks VIP card
Splash sticks
Buy coffee beans, get a free cup of coffee

20. brands must go beyond broadcast

21. and become “facilitators”

24. facilitation requires
people

26. “I believe that people would rather have a conversation with a
person than a brand.” ~Scott Monty, Ford Motor Company

27. brandividuals

28. humans not optional

29. marketing?
advertising?
public relations?
customer service?
product development?

30. direct engagement

31. how can brands get here?

32. they will learn by doing

33. beyond campaigns
(a long term investment)

34. “I believe that people would rather have a conversation with a
person than a brand.” ~Scott Monty, Ford Motor Company
2 years later…

35. a human renaissance

36. Disney’s $100,000 Salt + Pepper Shaker

37. “until you got ice cream
spilled on you, you’re not
doing field work.”
~Randy Pausch

38. Micro-Interactions In a 2.0 World
David Armano, VP, Experience Design Critical Mass / criticalmass.com
Blog: darmano.typepad.com
Twitter: twitter.com/armano