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XMARK | Experience Marketing | Stefano Mizzella
1.
#MADEE2 XMARK experience | marketing
@stefanomizzella
2.
EXPERIENCE >> MARKETING
3.
What makes people
passionate, pure and simple, is great experiences. – Jesse James Garrett © Digital Accademia 2012 - All Rights Reserved
4.
RESEARCH
user-behaviours
5.
DESIGN
new concept
6.
COMMUNITY
engagement
7.
GOAL
new experience
8.
http:/
/goo.gl/OE2UK
9.
experience
product © Digital Accademia 2012 - All Rights Reserved
10.
experience
product biz objectives © Digital Accademia 2012 - All Rights Reserved
11.
Talk About People:
Not Customers, Not Consumers, Not Users – Donald Norman © Digital Accademia 2012 - All Rights Reserved
12.
1
TOUCHPOINTS EXPERIENCE © Digital Accademia 2012 - All Rights Reserved
13.
CHANNEL
transmission TOUCHPOINT interaction PLATFORM sharing © Digital Accademia 2012 - All Rights Reserved
14.
why?
MOTIVATIONS how? BEHAVIORS so what? REWARDS © Digital Accademia 2012 - All Rights Reserved
15.
USER JOURNEY
search buy check-in review © Digital Accademia 2012 - All Rights Reserved
16.
brand-driven
community-driven disruptive experience © Digital Accademia 2012 - All Rights Reserved
17.
CASE STUDIES
18.
MINI Getaway
http:/ /goo.gl/OOjpg
19.
Angry Birds T-Mobile
Live http:/ /goo.gl/G2MN4
20.
Corona Save The
Beach Hotel http:/ /goo.gl/Fp5Dn
21.
Carlsberg - bikers
in cinema http:/ /goo.gl/R6DsJ
22.
BING Decode Jay-Z
http:/ /goo.gl/gaNfV
23.
VW Fun Theory
- Piano Stairs http:/ /goo.gl/WawhK
24.
Nike - Write
the Future http:/ /goo.gl/aeeA9
25.
Canon - Photochains
http:/ /goo.gl/seHDL
26.
Tesco - Virtual
Store http:/ /goo.gl/HzASo
27.
http:/
/goo.gl/2OInA
28.
http:/
/goo.gl/09HGK
29.
XD PROCESS
30.
GOALS
ANALYSIS CONCEPT ACTIONS METRICS business objectives user behaviors & disruptive idea Touchpoints metrics & kpis motivations © Digital Accademia 2012 - All Rights Reserved
31.
LET’S
PLAY TOGETHER © Digital Accademia 2012 - All Rights Reserved
32.
THIS IS YOUR
PRODUCT © Digital Accademia 2012 - All Rights Reserved
33.
INTEGRATED
BRIEF MARKETING CAMPAIGN © Digital Accademia 2012 - All Rights Reserved
34.
3 TEAMS
BLUE SILVER RED © Digital Accademia 2012 - All Rights Reserved
35.
PRODUCT + USER
BEHAVIORS http:/ /goo.gl/ jGfb 6 © Digital Accademia 2012 - All Rights Reserved
36.
GOALS
AVARENESS ENGAGEMENT SALES © Digital Accademia 2012 - All Rights Reserved
37.
ANALYSIS
CONTEXT MOTIVATIONS BEHAVIOR © Digital Accademia 2012 - All Rights Reserved
38.
CONCEPT
RATIONAL EMOTIONAL © Digital Accademia 2012 - All Rights Reserved
39.
ACTIONS
WEB SOCIAL MOBILE STORE © Digital Accademia 2012 - All Rights Reserved
40.
METRICS
VIEWS LIKES SHARES SALES © Digital Accademia 2012 - All Rights Reserved
41.
Stefano Mizzella PhD, Strategist
@H-Farm Ventures smizzella@h-farmventures.com www.socialmediascape.org @stefanomizzella in/stefanomizzella
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