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The Talking Village is a great opportunity for Advertising Agencies, Innovation Companies, Media, Research, and ultimately all brand strategists who are looking for ways to engage consumers in an honest and true conversation, and in authentic storytelling about their products. Founded in Italy by F.Rubino, former Global Marketing Director FMCG, with Partner G. Laurita, web strategist & researcher, both very active bloggers.
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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
Introducing
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/propositive 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: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
EmpathyKnowledge
Free choice
Coherence
Our offer
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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
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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
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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
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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
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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
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Su un argomento specificoEg, executional evaluation
Durata: 2-3 settimaneSimile a Focus groups o interviste in depth
Oppure su un’area più ampiaEg, new concept exploration
Durata: 4-5 settimaneSimile a ricerca etnografica
Moduli con feedbacks real-
timeEg, discussion forum,
chat, idea posting, Q&A
modules a-sincroni con feedbacks +
profondiEg, video-diario, multtmedia blog
oppure
Ipotesi di conversazione su TASK e raccolta di Ipotesi di conversazione su TASK e raccolta di feedbacks/insightsfeedbacks/insights
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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 Ipotesi di conversazioni on-going
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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 Un ciclo di ideazione completo, flessibile ed integratointegrato
Client team Customers
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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-creativityThomas1
Contacts
Flavia [email protected]+39 347 8309746
Giuliana [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