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The Choreography of the Click meets the Clique

Posted by Bob Brin on August 13, 2008 at August 13, 2008 10:28 AM

We often talk about "The Choreography of the Click" as a way of thinking through the desired and potential behaviors of participants in any online campaign. It involves mapping out the steps you want campaign "interactors" to take and also those steps they might take despite your best laid plans. We consider these kinds of questions:

Where will they come from (search engines, ads, e-mail, etc.)?

What behaviors do we want?

How will we make it clear what we want them to do?

What kind of experience do they/we want?

What will THEY want to do?

How will we engage them?

Now, enter the clique, or the online social network and the questions become:

How sharable is the news, widget or even the experience?

Can they make it theirs?

Does it help the interactor play a part in their social world, versus just in your world?

How does it help them engage with others?

The campaign choreographer's role becomes that of an orchestrator of free-form dance. You create the stage, set the mood, provide the props and mastermind the theme. Then let the individuals create the magic.

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