Description
People living and breathing in the Web have developed their own conversation codes. Corporations know that “out there” people are talking about their brands, but tend to stick to the old broadcasting mentality.
Conversational Marketing Projects
This presentation
? Background: the social media revolution
? Who, what, why the Talking Village
? Our starting point: the “Moms 2.0”
? What we could do together
People living and breathing in the Web have developed their own conversation
codes. Corporations know that “out there” people are talking about their brands,
but tend to stick to the old broadcasting mentality.
The Cluetrain Manifesto (1999):
Markets are conversations
“ Right now, your customers are
writing about your products on
blogs and recutting your
commercials on YouTube. They’re
defining you on Wikipedia and
ganging up on you in social
networking sites like Facebook.
These are all elements of a social
phenomenon — the groundswell
— that has created a permanent,
long-lasting shift in the way the
world works. Most companies see
it as a threat.
You can see it as an opportunity.”
Social Media: A lasting Revolution
Who
Flavia Rubino
- Marketing Director, Reckitt Benckiser Greece 2001-04
- Global Category Director, Reckitt Benckiser HQ London 2005-06
- GBU Baby-Beauty Director, Johnson & Johnson Italy 2006-08
- Managing Director Added Value Italy, 2009
- Owner & Editor, www.VereMamme.it
Giuliana Laurita
• - Web Strategist Fullsix, 1998-2008
• - Semiotic and motivational Researcher OTO Research, 2008-09
• - Social Media Consultant, 2009
• - Blogger (http://www.mammaincorriera.it)
If market are
conversations,
It’s time to speak
out.
Our belief
What is the Talking Village?
It is a spontaneous community online (bloggers and other active
people in the Web), that want to generate, promote and implement
Conversational Projects, based on real interactions and
collaboration between brands and people.
Aiming at:
• Reducing the distance between (people in the) companies and
(people in the) web
• Promoting Consumer Empowerment
Women & moms: they are among the key
players in the italian Web…
Because they are often decision makers and responsible of family budget
Because mommy blogging is a growing social phenomenon and
brands are starting to approach it, sometimes in controversial ways
Because these
women are
looking for a
proactive/prop
ositive role on
issues of public
interest
Because they are
strongly
motivated to
change the
stereotypes in
communication
Because they can
change an old
marketing war-
like culture into
a new concept of
collaboration
…E Some bloggers who followed us:
“42 anni, un marito scienziato e due figli, sto cercando di far diventare la
scrittura un lavoro retribuito” Anna
“Passare dal mojito alla pappa lattea è dura...” Chiara
“Mi piace: scrivere, leggere, danza orientale, musica,
cucina, arte e natura. Non mi piace: fare le faccende di
casa, fare la spesa, avere a che fare con la burocrazia”
Chiara
“Una nomade con lo zaino in spalla” Elisabetta
“A permettermi un felice incontro tra passione e
professione sono state la prima figlia e Internet”
Jolanda
….
Some of the things we can do together:
Insights gathering, through
monitoring of existing
conversations online,
Participation to workshops
Conversations about products in
dedicated web areas, through
product placement, diaries/reviews
and other interactive tools
Collective storytelling around your
key selected themes/issues
Private interactive platforms for
idea generation and incubation,
matching expert consumers with
company brains
….
The Talking Village Manifesto
1. We believe that the Web is the ideal ground to generate a valuable
conversation between brands and consumers.
2. The players of the conversation should be honest, transparent,
respectful, self-aware, competent.
3. Only when players understand each other’s needs, is the dialogue
truly authentic.
4. Contents create value in the Web. Brands and users can
collaborate to produce high-value contents.
5. Through communication, brands propose cultural models. We
would like to contribute as much as possible to the creation of
sustainable models.
6. The web user identity is best expressed by the contents they
generate and share – not by their socio-demographic profile.
7. Empathy is key for productive conversations, ie the ability to be in
each other’s shoes. Users should think of themselvers as brands,
brands should think of themselves as consumers.
The Talking Village Values
Ethics
Openness/transparency
Dialogue
Respect
Self awareness
Empathy
Knowledge
Free choice
Coherence
Our offer
15
One mission: from different
languages to common visions
Our role is about:
• Facilitating conversations
• Decoding true feelings and insights
• Interpreting company languages and consumer
languages, fostering mutual collaboration
Helping brand staying connected with their key
values and expressing them with the right cultural
codes
? Increasing the emotional intelligence of the brands
16
Concept/product test, focus groups… What’s
new here?
Everything!
We don’t work on pre-cooked solutions...
...We team up from early stages of a process (be it a new
product, a name, a new/improved process, a communication
or promotion idea)
... We can transform a basic concept in a true, authentic story
telling
We ensure top quality of both inputs and outputs:
Villagers are high-end innovators, highly self-aware
regarding consumption choices
Moderators are professionals and Villagers at the same
time
16
17
1. Listening
2. Conversation
3. Support
4. Co- creativity
Gathering insights, needs, feelings,
stories, reviews, information gaps
Brand stimulating and
participating into community
life
Collaborative problem
solving and idea
generation
Depending on objectives,
our social/interactive tools can
produce different outputs
according to a growing level of
mutual engagement : from insights
gathering to emotional storytelling,
from product placement to co-
innovation pipelines
18
What could we do for you?
1. Listening & understanding through product placement and storytelling
3. Create a web identity for a new brand/product through an early-
adopters/trend setters community online
4. Build an interactive platform to manage an ongoing pipeline of user-
generated ideas and insights
19
Better mutual understanding
• Get the true feelings - unlock the key
consumers insights and bring them to life
with an unprecedented level of depth
• On the other hand, consumers understand
the brand strategy
Better relationship
• Brands who are open to conversation can
create a lasting relationship which drives
awareness and reputation
Better communication
• Develop Personal, relevant, authentic,
engaging stories that consumers will spread
for you
What’s in it for you?
Communication
initiatives
Success cases: the Mulino Bianco
diaries
- Bloggers and consumers used the product and held a 5 weeks
diary on MB website, stimulated by a weekly “task”:
- Before starting, they met with MB marketing team and interacted with
them
- Their creativity was seeked and appreciated by a big brand
- Participants felt like a real Project Team
Another success story:
Boppy
- Boppy is a breastfeeding pillow: 15 italian bloggers (all of them actually
breastfeeding) were invited to join a conversation area on VereMamme.it (the
website temporarily hosting The Talking Village) + posted spontaneous insights
about their product experience on their own blogs
- They used constructive criticism, proposed alternative uses, personalized the product, posted ironic
stories...
- These are not BUZZ marketing operations, but authentic storytelling by people, true & honest
conversations
Innovation
initiatives
24
Su un argomento specifico
Eg, executional evaluation
Durata: 2-3 settimane
Simile a Focus groups o interviste in depth
Oppure su un’area più ampia
Eg, new concept exploration
Durata: 4-5 settimane
Simile a ricerca etnografica
Moduli con feedbacks
real-time
Eg, discussion forum, chat,
idea posting, Q&A
modules a-sincroni con
feedbacks + profondi
Eg, video-diario,
multtmedia blog
oppure
Ipotesi di conversazione su TASK e raccolta di
feedbacks/insights
25
The Talking Village può ospitare
un dialogo continuativo con una
community, alimentando una
“pipeline di insights”:
eg concept & copy development
ma anche community interne, per
coinvolgere i dipendenti in una
comunità aziendale che fornisca
stimoli e proposte
Oppure community miste, che
includono cliente, consumatori,
esperti e professionisti
Durata: 3, 6, 12 mesi per
progetti/argomenti specifici
Ipotesi di conversazioni on-going
26
Moduli di
feedback in
tempo reale
Eg, chat,
quickfire Q&A,
an idea
posting space,
stimulus
debate
Moduli asincroni
Eg, video diary,
multi-media blogs
based on specific
tasks, stimulus
response
1-2 assignments / settimana
foundational insight
Ideation
Moduli che
supportano compiti
di ideazione
Eg, chat, quickfire Q&A,
an idea posting space,
multi-media blogs
Incubation
Moduli che
combinano real
time ed altre
interazioni
Eg, concept
discussion forum,
quickfire Q&A,
questionnaires
Un ciclo di ideazione completo, flessibile ed
integrato
Client team
Customers
27
Utilizza una community numerosa di stakeholders, esperti,
consumatori “opinion leaders”, per un periodo esteso. Mantenere
l’accesso a questa community potrebbe costituire una
fantastica fonte di challenge e stimoli per il tuo team, una
vera e propria pipeline di insights. Puoi aprire un dialogo
continuativo con loro per 3, 6, 12 mesi o oltre…
Non una metodologia di ricerca, ma una nuova cultura per co-generare
idee breakthrough, ed instaurare un dialogo continuativo sul miglioramento
di prodotti e servizi.
Nuovi territori per un brand esistente…
EPD’s, NPD’s
White Space innovation…
Brand stretch, White space, nuovi brands
Il livello avanzato: High-end innovation partnering
Co-creativity
27
Thomas1
Contacts
? Flavia Rubino
[email protected]
+39 347 8309746
? Giuliana Laurita
[email protected]
+39 347 2775028
It is not the strongest of the species, nor the
most intelligent that survives. It is the one that
is the most adaptable to change.
C. Darwin
doc_538224904.ppt
People living and breathing in the Web have developed their own conversation codes. Corporations know that “out there” people are talking about their brands, but tend to stick to the old broadcasting mentality.
Conversational Marketing Projects
This presentation
? Background: the social media revolution
? Who, what, why the Talking Village
? Our starting point: the “Moms 2.0”
? What we could do together
People living and breathing in the Web have developed their own conversation
codes. Corporations know that “out there” people are talking about their brands,
but tend to stick to the old broadcasting mentality.
The Cluetrain Manifesto (1999):
Markets are conversations
“ Right now, your customers are
writing about your products on
blogs and recutting your
commercials on YouTube. They’re
defining you on Wikipedia and
ganging up on you in social
networking sites like Facebook.
These are all elements of a social
phenomenon — the groundswell
— that has created a permanent,
long-lasting shift in the way the
world works. Most companies see
it as a threat.
You can see it as an opportunity.”
Social Media: A lasting Revolution
Who
Flavia Rubino
- Marketing Director, Reckitt Benckiser Greece 2001-04
- Global Category Director, Reckitt Benckiser HQ London 2005-06
- GBU Baby-Beauty Director, Johnson & Johnson Italy 2006-08
- Managing Director Added Value Italy, 2009
- Owner & Editor, www.VereMamme.it
Giuliana Laurita
• - Web Strategist Fullsix, 1998-2008
• - Semiotic and motivational Researcher OTO Research, 2008-09
• - Social Media Consultant, 2009
• - Blogger (http://www.mammaincorriera.it)
If market are
conversations,
It’s time to speak
out.
Our belief
What is the Talking Village?
It is a spontaneous community online (bloggers and other active
people in the Web), that want to generate, promote and implement
Conversational Projects, based on real interactions and
collaboration between brands and people.
Aiming at:
• Reducing the distance between (people in the) companies and
(people in the) web
• Promoting Consumer Empowerment
Women & moms: they are among the key
players in the italian Web…
Because they are often decision makers and responsible of family budget
Because mommy blogging is a growing social phenomenon and
brands are starting to approach it, sometimes in controversial ways
Because these
women are
looking for a
proactive/prop
ositive role on
issues of public
interest
Because they are
strongly
motivated to
change the
stereotypes in
communication
Because they can
change an old
marketing war-
like culture into
a new concept of
collaboration
…E Some bloggers who followed us:
“42 anni, un marito scienziato e due figli, sto cercando di far diventare la
scrittura un lavoro retribuito” Anna
“Passare dal mojito alla pappa lattea è dura...” Chiara
“Mi piace: scrivere, leggere, danza orientale, musica,
cucina, arte e natura. Non mi piace: fare le faccende di
casa, fare la spesa, avere a che fare con la burocrazia”
Chiara
“Una nomade con lo zaino in spalla” Elisabetta
“A permettermi un felice incontro tra passione e
professione sono state la prima figlia e Internet”
Jolanda
….
Some of the things we can do together:
Insights gathering, through
monitoring of existing
conversations online,
Participation to workshops
Conversations about products in
dedicated web areas, through
product placement, diaries/reviews
and other interactive tools
Collective storytelling around your
key selected themes/issues
Private interactive platforms for
idea generation and incubation,
matching expert consumers with
company brains
….
The Talking Village Manifesto
1. We believe that the Web is the ideal ground to generate a valuable
conversation between brands and consumers.
2. The players of the conversation should be honest, transparent,
respectful, self-aware, competent.
3. Only when players understand each other’s needs, is the dialogue
truly authentic.
4. Contents create value in the Web. Brands and users can
collaborate to produce high-value contents.
5. Through communication, brands propose cultural models. We
would like to contribute as much as possible to the creation of
sustainable models.
6. The web user identity is best expressed by the contents they
generate and share – not by their socio-demographic profile.
7. Empathy is key for productive conversations, ie the ability to be in
each other’s shoes. Users should think of themselvers as brands,
brands should think of themselves as consumers.
The Talking Village Values
Ethics
Openness/transparency
Dialogue
Respect
Self awareness
Empathy
Knowledge
Free choice
Coherence
Our offer
15
One mission: from different
languages to common visions
Our role is about:
• Facilitating conversations
• Decoding true feelings and insights
• Interpreting company languages and consumer
languages, fostering mutual collaboration
Helping brand staying connected with their key
values and expressing them with the right cultural
codes
? Increasing the emotional intelligence of the brands
16
Concept/product test, focus groups… What’s
new here?
Everything!
We don’t work on pre-cooked solutions...
...We team up from early stages of a process (be it a new
product, a name, a new/improved process, a communication
or promotion idea)
... We can transform a basic concept in a true, authentic story
telling
We ensure top quality of both inputs and outputs:
Villagers are high-end innovators, highly self-aware
regarding consumption choices
Moderators are professionals and Villagers at the same
time
16
17
1. Listening
2. Conversation
3. Support
4. Co- creativity
Gathering insights, needs, feelings,
stories, reviews, information gaps
Brand stimulating and
participating into community
life
Collaborative problem
solving and idea
generation
Depending on objectives,
our social/interactive tools can
produce different outputs
according to a growing level of
mutual engagement : from insights
gathering to emotional storytelling,
from product placement to co-
innovation pipelines
18
What could we do for you?
1. Listening & understanding through product placement and storytelling
3. Create a web identity for a new brand/product through an early-
adopters/trend setters community online
4. Build an interactive platform to manage an ongoing pipeline of user-
generated ideas and insights
19
Better mutual understanding
• Get the true feelings - unlock the key
consumers insights and bring them to life
with an unprecedented level of depth
• On the other hand, consumers understand
the brand strategy
Better relationship
• Brands who are open to conversation can
create a lasting relationship which drives
awareness and reputation
Better communication
• Develop Personal, relevant, authentic,
engaging stories that consumers will spread
for you
What’s in it for you?
Communication
initiatives
Success cases: the Mulino Bianco
diaries
- Bloggers and consumers used the product and held a 5 weeks
diary on MB website, stimulated by a weekly “task”:
- Before starting, they met with MB marketing team and interacted with
them
- Their creativity was seeked and appreciated by a big brand
- Participants felt like a real Project Team
Another success story:
Boppy
- Boppy is a breastfeeding pillow: 15 italian bloggers (all of them actually
breastfeeding) were invited to join a conversation area on VereMamme.it (the
website temporarily hosting The Talking Village) + posted spontaneous insights
about their product experience on their own blogs
- They used constructive criticism, proposed alternative uses, personalized the product, posted ironic
stories...
- These are not BUZZ marketing operations, but authentic storytelling by people, true & honest
conversations
Innovation
initiatives
24
Su un argomento specifico
Eg, executional evaluation
Durata: 2-3 settimane
Simile a Focus groups o interviste in depth
Oppure su un’area più ampia
Eg, new concept exploration
Durata: 4-5 settimane
Simile a ricerca etnografica
Moduli con feedbacks
real-time
Eg, discussion forum, chat,
idea posting, Q&A
modules a-sincroni con
feedbacks + profondi
Eg, video-diario,
multtmedia blog
oppure
Ipotesi di conversazione su TASK e raccolta di
feedbacks/insights
25
The Talking Village può ospitare
un dialogo continuativo con una
community, alimentando una
“pipeline di insights”:
eg concept & copy development
ma anche community interne, per
coinvolgere i dipendenti in una
comunità aziendale che fornisca
stimoli e proposte
Oppure community miste, che
includono cliente, consumatori,
esperti e professionisti
Durata: 3, 6, 12 mesi per
progetti/argomenti specifici
Ipotesi di conversazioni on-going
26
Moduli di
feedback in
tempo reale
Eg, chat,
quickfire Q&A,
an idea
posting space,
stimulus
debate
Moduli asincroni
Eg, video diary,
multi-media blogs
based on specific
tasks, stimulus
response
1-2 assignments / settimana
foundational insight
Ideation
Moduli che
supportano compiti
di ideazione
Eg, chat, quickfire Q&A,
an idea posting space,
multi-media blogs
Incubation
Moduli che
combinano real
time ed altre
interazioni
Eg, concept
discussion forum,
quickfire Q&A,
questionnaires
Un ciclo di ideazione completo, flessibile ed
integrato
Client team
Customers
27
Utilizza una community numerosa di stakeholders, esperti,
consumatori “opinion leaders”, per un periodo esteso. Mantenere
l’accesso a questa community potrebbe costituire una
fantastica fonte di challenge e stimoli per il tuo team, una
vera e propria pipeline di insights. Puoi aprire un dialogo
continuativo con loro per 3, 6, 12 mesi o oltre…
Non una metodologia di ricerca, ma una nuova cultura per co-generare
idee breakthrough, ed instaurare un dialogo continuativo sul miglioramento
di prodotti e servizi.
Nuovi territori per un brand esistente…
EPD’s, NPD’s
White Space innovation…
Brand stretch, White space, nuovi brands
Il livello avanzato: High-end innovation partnering
Co-creativity
27
Thomas1
Contacts
? Flavia Rubino
[email protected]
+39 347 8309746
? Giuliana Laurita
[email protected]
+39 347 2775028
It is not the strongest of the species, nor the
most intelligent that survives. It is the one that
is the most adaptable to change.
C. Darwin
doc_538224904.ppt