Experience matters.
Adam Kleinberg CEO
adam@tractionco.com
twitter.com/adamkleinberg
linkedin.com/in/adamkleinberg
415.962.5823
2
2009 • 2010 • 2011TOP INTERACTIVE AGENCY
What is business intelligence?
Logical
Sequential
Rational
Analytical
Objective
Looks at parts
Random
Intuitive
Holistic
Synthesizing
Subjective
Looks at wholes
ROI
ECONOMICSUPER-PRESSURE
DIGITALEMPOWERMENT
+
Scott Bedbury, former CMO of Nike and Starbucks
50% of the things we should be doing for our
brands are NOT predictably quantifiable.
““
Brands are becoming commodities.
Perception
Persuasion
Motivation
Desire
COSTPER CLICK
COSTPER LEAD
COSTPER CONVERSION
COSTPER SALE
COSTPER THOUSAND
COSTPER ACQUISITION
COSTPER ACTION
COSTPER IMPRESSION
COSTPER TIME
The world has changed.
83% of purchase decision influenced by WOM
Breaking through?
Shiny Object Syndrome
Not the solution.
6
Discover (Disrupt)
Delight (Value)
Share (Facilitate)
Brand AdvocacyBrand Messages
Convert (Engage)
Whirlpool BT planning model
It’s the brand experience that matters.
16
What is a brand experience?
How we communicate.
The sound of our voice.
How we create interest.
How we create value.
Pathway to possibilities
Three steps to designing effective brand experiences
25
Economic MotiveMoral Motive
Pleasure
Tribal MotiveSocial Motive
#1 use currencies to create value
415-962-5800 www.tractionco.com
PleasureMotive
The need for enjoyment
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415-962-5800 www.tractionco.com
Moral Motive
The need to do something good
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415-962-5800 www.tractionco.com
SocialMotive
The need for influence and recognition
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415-962-5800 www.tractionco.com
TribalMotive
The need to help your community
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415-962-5800 www.tractionco.com
Economic Motive
The need to do something good
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28#2 design for distributed consumption
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#3 get your return on awesome
will be the brands that win.
The brands that takes risks...
Thanks.
Adam Kleinberg CEO
adam@tractionco.com
twitter.com/adamkleinberg
linkedin.com/in/adamkleinberg
415.962.5823
WRITETHISDOWN!!