the Age of the Customer by Valeria Maltoni Conversation Agent Mediabistro Circus

Image: Map of the Decade, Institute of the Future STORIES

facts updates back story future stories

TRANSFORMATIVE

© 2009 Valeria Maltoni, Conversation Agent Why? Narcissism Self-expression Peer pressure Voyeurism Loneliness Intellectual curiosity Common interests Community Entertainment Intellectual Stimulation Networking and relationships Globalization Collaboration Modern life demands

Why?

Narcissism

Self-expression

Peer pressure

Voyeurism

Loneliness

Intellectual curiosity

Common interests

Community

Entertainment

Intellectual Stimulation

Networking and relationships

Globalization

Collaboration

Modern life demands

human nature doesn’t change – human behavior does

Customers Competitors Analysts Employees & Alumni Prospective Hires Leaders information gathering recommendations feedback networking brand marketing customer engagement product support R&D tracking news & trends gathering feedback networking networking communication collaboration influencing professional development company research selection networking differentiation listening communication influencing driving change inspiring

information gathering

recommendations

feedback

networking

brand

marketing

customer engagement

product support

R&D

tracking news & trends

gathering feedback

networking

networking

communication

collaboration

influencing

professional development

company research

selection

networking

differentiation

listening

communication

influencing

driving change

inspiring

this is what marketers see

Photo: unaesthetic – http://www.flickr.com/photos/unaesthetic/22725413/ this is what your customers see

connections are currency

social determined by people

675 connections 8,143 followers 1,287 subscribers 5,267 subscribers Conversation Agent 373 members 2,400 members

fears reputational damage legal issues information security workplace issues employee relations productivity public relations

reputational damage

legal issues

information security

workplace issues

employee relations

productivity

public relations

value social capital credibility business intelligence referrals relationships productivity positive mentions

social capital

credibility

business intelligence

referrals

relationships

productivity

positive mentions

more this than this

more this

than this

anyone can influence

“ Trust is like the air we breathe. When it’s present, nobody really notices. But when it’s absent, everybody notices.” − Warren Buffett

marketer // customer

“ For anyone asking about the Ford fan sites and legal action: I’m in active discussions with our legal dept. about resolving it. Please re-tweet.” – Scott Monty, Dec. 10, 2008

“ This is just one way people have gotten to know us," says Eliason. "It's a little more personal. More back-and-forth discussions, and it's less formal. And it gives immediacy to interactions. ” – Frank Eliason, Business Week , Jan. 13, 2009

“ It started with us listening. That was the first step in it for us. We started that process in April of 2006. That process for us was about a 4 month period. Through that we looked at what are people saying about Dell. ” – Lionel Menchaca, June 23, 2008

http://www.viddler.com/explore/dpzramon/videos/19/

Valeria Maltoni Conversation Agent www.conversationagent.com @ConversationAge