XMARK | Experience Marketing | Stefano Mizzella

#MADEE2

XMARKexperience | marketing

@stefanomizzella

EXPERIENCE >> MARKETING

What makes people passionate, pure and simple, is great experiences.

– Jesse James Garrett

© Digital Accademia 2012 - All Rights Reserved

RESEARCHuser-behaviours

DESIGNnew concept

COMMUNITYengagement

GOALnew experience

http://goo.gl/OE2UK

experience

product

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experience

product

biz objectives

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Talk About People: Not Customers, Not Consumers, Not Users

– Donald Norman

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1TOUCHPOINTS EXPERIENCE

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CHANNEL

TOUCHPOINT

PLATFORM

transmission

interaction

sharing

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MOTIVATIONS

BEHAVIORS

REWARDS

why?

how?

so what?

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USER JOURNEY

search buy check-in review

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brand-driven community-driven

disruptive experience

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CASE STUDIES

MINI Getaway

http://goo.gl/OOjpg

Angry Birds T-Mobile Live

http://goo.gl/G2MN4

Corona Save The Beach Hotel

http://goo.gl/Fp5Dn

Carlsberg - bikers in cinema

http://goo.gl/R6DsJ

BING Decode Jay-Z

http://goo.gl/gaNfV

VW Fun Theory - Piano Stairs

http://goo.gl/WawhK

Nike - Write the Future

http://goo.gl/aeeA9

Canon - Photochains

http://goo.gl/seHDL

Tesco - Virtual Store

http://goo.gl/HzASo

http://goo.gl/2OInA

http://goo.gl/09HGK

XD PROCESS

ANALYSISGOALS CONCEPT ACTIONS METRICS

user behaviors & motivations

business objectives disruptive idea Touchpoints metrics & kpis

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LET’S

PLAY

TOGETHER

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THIS IS YOUR PRODUCT

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INTEGRATED

MARKETING

CAMPAIGN

BRIEF

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3 TEAMS

BLUE

SILVER

RED

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PRODUCT + USER BEHAVIORS

http://goo.gl/6jGfb

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GOALS

AVARENESS ENGAGEMENT SALES

ANALYSIS

CONTEXT MOTIVATIONS BEHAVIOR

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CONCEPT

RATIONAL EMOTIONAL

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ACTIONS

WEB STORESOCIAL MOBILE

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METRICS

VIEWS SALESLIKES SHARES

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Stefano MizzellaPhD, Strategist @H-Farm Ventures

smizzella@h-farmventures.com

www.socialmediascape.org

@stefanomizzella

in/stefanomizzella