Micro Interactions + Direct EngagementIn a 2.0 World

David Armano, VP, Critical Mass / criticalmass.comBlog: darmano.typepad.comTwitter: twitter.com/armano

Consumer Behavior isChanging

From Passive Consumption To Active Participation

Technology HasChanged Too

From Front + Back Ends…

http://www.flickr.com/photos/borkweb/113862641/sizes/o/

…To Endless Fragmentation of Services

http://www.flickr.com/photos/stabilo-boss/93136022/sizes/o/

Services Which Can Be Mixed + Mashed Like Melodies

Intel Mash Maker suggests customizations and widgets. (Credit: Intel)

The EndResult Are

TouchPointsWhichSeem

Infinite

We InfluenceEach Other Differently

From Celebrities + Public Figures

From Celebrities

…To Anyone + Everyone

We Broadcastto Each Other

LIVE

We Trust People Who

Are Like US

We Want MoreFrom Brands

Less Promises

“Companies stagean experience

when they engagecustomers in a

memorable way”

…More Actions

Interactions WhichEngage, Enable, + Empower

From Brochure-Like Websites…

Website (1999)

…To Everyday Experiences + Interactions

Brand Experience (2007)

1

32

1

32

And Brands That Merge Personality With Utility

Your Brand Is The Sum of it’sInteractions

“Micro Interactions”Are Fast Becoming The

Building Blocks of Brand 2.0

Web ApplicationsAre The NewDesktops

The Social ExperienceIs Composed of Millions of

Micro Interactions

Social Networks

People are using all types of social networks to self-publish, share, connect,reconnect and establish an array of communities. This is happening in bothprofessionally and personally. If myspace were a country—it would be the8th largest country in the world. Source: Social Storm Report, Jupiter Research, March, 2007

Examples:

“Mainstream” Networks “DIY” Networks

“Virtual World” Networks Blogging, “Micro blogging” and “Lifestreaming”

The number of text messages sent and receivedevery day exceeds the population of Earth

Source: m-metrics, 2007 Mobile Commerce Landscape/International

Mobile Marketing

User Generated Content

More than 25% ofsearch results on

Google for the world's20 largest brands arelinks to consumer

generatedcontent

Source: Nielsen Buzz Metrics

Media Fragmentation

Today’s 21 year old has….

Watched 20,000 hrs of TVPlayed 10,000 hours of video gamesTalked 12,000 hours on the phone

Streamed 1,000 hours of online video

Brands Are BehavingDifferently

Employees Are Becoming Company Spokespeople

=

Hi David. Enjoyed reading the dialogue hereabout keeping up with the real world versus theomnipresent school demands. Thought your talk atLoyola sounded like a good one. As you point outJeff Jarvis and Dell are certainly integralcase studies to be learned from....in the same waythat we at Dell learned. Not sure there is anyspecific roadmap.

Certainly we learn everyday from ourconversations at Direct2dell; around theblogosphere; at StudioDell; in SecondLife;MichaelDell's meeting with bloggers at the ConsumerElectronics show and at Dell's IdeaStorm...and all ofthat is leading to exciting new chapters for us as weengage direct with customers using various digitalmedia. Should you ever want more detailedinformation about our journey beyond Dell hell,

please let us know.Posted by: RichardatDELL

Micro Interactions BecomeEspecially Important When

Brands Stumble

Starbucks

Going Back To Roots

Re-Training Staff

Improving Product

Providing BetterExperience

Engaging CustomersAlong The Way…

And “Social Media” Is

Evolving(Micro Media)

Twitter Supports Numerous Micro Interactions Between Users

1 Desktop widgets/applications

2

Webwidgets

3

Mobile 4 Web version

5 Mash Ups

6 Start page / feeds7

Virtual words

…Creating A “Conversation Ecosystem”

And The Opportunity For Brands To Practice Direct Engagement

1

2

3

4

Direct Engagement

Meaningful Relationships

Loyalty

Welcome To Life In a 2.0

World

FromPassive MacroFixedStatic

MessagesFormal

DictationFinite

StagedFacelessPromises

ToActiveMicro

PortableLive

InteractionsInformal

ConversationInfinite

ImprovisedPersonalities

Actions

Micro Interactions + Direct EngagementIn a 2.0 World

David Armano, VP, Critical Mass / criticalmass.comBlog: darmano.typepad.comTwitter: twitter.com/armano