This document discusses moving past traditional social media approaches and focusing on experience-centric interactions. It notes that social media pages often have low engagement rates and that companies need to identify moments of maximum attention to better connect with audiences. The mobile device is presented as an important tool for creating experiences. The document argues that digital platforms are becoming "event hubs" and the operating systems for digital experiences. It advocates enhancing events, changing experiences, and widening attention as the next steps and transforming events, attention and actions into brand experiences.
3. Björn Eichstädt
Managing Partner, Storymaker
Neurobiologist
Digital since 1986
On World Wide Web since 1994
On Mobile Web since 2003
On Web 2.0 since 2005
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4. Social Web:
Brand pages
and company
accounts
broadcast
mainly to a
„mass
audience“...
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9. And: „The highly
dynamic
information flow
within the social
web creates a
shortened
attention span for
most users.“
„Brain 2.0“
Hütter & Unkel
in social-media-magazin.de
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10. „Das hochgradig
Challenge: dynamische
Angebot im Social
Increase match rate by identifying
Web bewirkt eine
Verkürzung der
the moment of maximum attention.
Aufmerksamkeits-
spanne“
Get in touch with your target Gehirn 2.0“
aus „Das
audience at exactly thatsocial-media-magazin.de
in
point in Unkel
von Hütter und
time (and in that space).
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11. Past: Match search with
results and AdWords.
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12. Present: Identify current
state through social
monitoring. React to posts
– even if you are not asked
to.
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13. Recently, we have seen a
shift from storytelling to
experiences – beyond
social.
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18. Event: takes a picture.
Experience: thinks the
photo is visually
stimulating.
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19. Digital communication
platforms are Communication
becoming „event
hubs“ for daily life. As
a result, they are
becoming the
operating systems for
human digital
experiences.
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20. The next generation:
Enable events, channel
experiences, and
use moments of maximum
attention.
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21. Announce events,
ask about experiences,
and buy attention.
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22. Use events,
create experiences, and
own attention.
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24. Micro Event
Single Experience
Macro Event
Group Experience
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25. Future:
There is a possibility that every action
becomes a social event.
There is a possibility that every event
becomes a social action.
The challenge: Transform Event, Attention
and Action into one brand experience.
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