Micro Interactions and Brand Equity

David Armano presented a great session on Brand loyalty in a 2.0 world.

We are in a world of micro interactions.

We are moving to a world where potential brand touch points become infinite. Every comment, everything becomes an interaction.

Celebrities and public figures are the traditional influencers. In the online world the influencers are less hierarchical. People with smaller spheres of influence can interact with others and create a lateral ripple effect.

Another change in behavior is the creation of life streams. Our photos, blogs, tweets, tags, comments. All merge together in to a stream that is interconnected. Services like FriendFeed intertwine these streams.

"We trust people who are like us"

This can be a real-life acquaintance or an online one. The online connection is an expression of ambient intimacy.

Brandtags gives an interesting perspective on Brands.

We are expecting more from brands. We want fewer promises. We want more actions. We want memorable interactions. Check out the Experience Economy.

Brand interactions need to engage, involve and empower. Create something useful. Something that serves a purpose. Something that has utility and is ubiquitous, available in multiple places.

Nike is on to something with Nike Plus.

Domino's implemented the BFD Builder - a pizza configurator with a social component and a progress tracker.

Las Vegas has a vacation planner that enables trips to be planned amongst groups.

"The brand is the sum of it's interactions"

Each interaction deposits or withdraws from our rational and emotional subconsciousness.

Google has risen in brand awareness through each micro interaction that occurs as we use search, gmail and the many other Google services that they provide.

The Social experience is the summation of micro-interactions.

Don't talk about products and services, talk about what people are passionate about. Address them in the context of what is important to the audience and not the brand.

Brands have traditionally been broadcasters. There is a new paradigm. A good facilitator is almost invisible but is memorable. Brands need to become good facilitators. They need to find the influencers and help them.

Good facilitators add lots of value.

Faceless companies are now having faces represent them.

Social networks amplify the positive and the negative.

Brands like ComCast, HRBlock, SouthWest Air and Zappos are engaging with customers interactively on Twitter.

Consumers are craving for one-on-one interaction.

Positive interactions lead to trust which leads to loyalty.

Treat everyone as an influencer. Make every interaction count.

My first reaction on this talk is that as a HealthCare payer we need to think about the implications of this when we are often represented throughout the customer interaction by other, independent, parties.