Notes from “Micro-Interactions In a 2.

0 World”

Refined by Jacqueline Lee

I. Analysis of current situations that lead to changes

i. the marketing spiral

 ii. changes in customer behavior: positive to active

iii. changes in technology: mixed and mashed services

from：
to:

iv. interpersonal relationships and influences

life stream: anyone and every one, broadcast live

trust people with similarities

get brand info from the mass

trust people with similarities

get brand info from the mass

II. solutions for branding in a 2.0 world

i. what customers want from a brand

experiences, interactions with Engage, Enable, Empower

e.g. 3U’s model for advertising in the application economy

ii. brand is the sum of its interactions

extraordinary customer experiences

iii. changes should be…

a. web app

b. distribution(fragmentations of services)

c. social experiences composed of micro-interactions

d. involving “Social Media ”(micro media)

e. positive interactions → trust → loyalty

Remember to PUT PEOPLE FIRST!