Presentation & Lab at MA.D.E.E.: http://www.digitalaccademia.com/madee/

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
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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