#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

© Digital Accademia 2012 - All Rights Reserved

experience

product

biz objectives

© Digital Accademia 2012 - All Rights Reserved

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

– Donald Norman

© Digital Accademia 2012 - All Rights Reserved

1TOUCHPOINTS EXPERIENCE

© Digital Accademia 2012 - All Rights Reserved

CHANNEL

TOUCHPOINT

PLATFORM

transmission

interaction

sharing

© Digital Accademia 2012 - All Rights Reserved

MOTIVATIONS

BEHAVIORS

REWARDS

why?

how?

so what?

© Digital Accademia 2012 - All Rights Reserved

USER JOURNEY

search buy check-in review

© Digital Accademia 2012 - All Rights Reserved

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

© Digital Accademia 2012 - All Rights Reserved

LET’S

PLAY

TOGETHER

© Digital Accademia 2012 - All Rights Reserved

THIS IS YOUR PRODUCT

© Digital Accademia 2012 - All Rights Reserved

INTEGRATED

MARKETING

CAMPAIGN

BRIEF

© Digital Accademia 2012 - All Rights Reserved

3 TEAMS

BLUE

SILVER

RED

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© Digital Accademia 2012 - All Rights Reserved

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

© Digital Accademia 2012 - All Rights Reserved

Stefano MizzellaPhD, Strategist @H-Farm Ventures

smizzella@h-farmventures.com

www.socialmediascape.org

@stefanomizzella

in/stefanomizzella