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Conversations About the Future of Advertising


           Potable Marketing


                                           Valeria Maltoni
                                           MCAD + MIMA
                                           March 3, 2008
                                           Conversation Agent
                                           www.ConversationAgent.com
Conversations About the Future of Advertising, #2 with: Valeria Maltoni, Conversation Agent
Got Personality?




                   © 2008 Valeria Maltoni, ConversationAgent.com
Got Personas?




                © 2008 Valeria Maltoni, ConversationAgent.com
Got Point of View?




                     © 2008 Valeria Maltoni, ConversationAgent.com
Computing is Social


  Branded applications

  Connected anywhere

  Designed interactions




                          © 2008 Valeria Maltoni, ConversationAgent.com
Media Networks



            You




                  © 2008 Valeria Maltoni, ConversationAgent.com
Digital Identity




                   © 2008 Valeria Maltoni, ConversationAgent.com
Social tools




The rooms in which the conversation happens


                                 © 2008 Valeria Maltoni, ConversationAgent.com
Right Size Marketing


  Market-driven

  Measurable

  Honest and real

  Effective



                    © 2008 Valeria Maltoni, ConversationAgent.com
New Marketing


Demand             Demand
fulfillment         generation



and much more...

                     © 2008 Valeria Maltoni, ConversationAgent.com
Stories Shape our Reality




                   Blog Action Day




                   © 2008 Valeria Maltoni, ConversationAgent.com
Stories - Location



  Megacities

  Tribal signals




                     © 2008 Valeria Maltoni, ConversationAgent.com
Stories - The Hire


 More than 100 M views

 2001 by Fallon (Minneapolis)




                                © 2008 Valeria Maltoni, ConversationAgent.com
Mobility


 Love affair with screens

 Context

 Touch

 Sound



                            © 2008 Valeria Maltoni, ConversationAgent.com
Semantic Web


 Dealing with data & bandwidth

 Growing from networks to communities

 Impacting selling - opt-in/permission




                                  © 2008 Valeria Maltoni, ConversationAgent.com
Semantic Web

 Very granular tags

 Browser sorts inventory

 Across many suppliers

 User centric




                           © 2008 Valeria Maltoni, ConversationAgent.com
Social B2B


  Public relations

  Tags

  Web content

  Customer portals



                     © 2008 Valeria Maltoni, ConversationAgent.com
Agency Selection Criteria

  Flexibility + Ability to handle the truth

  Accountability + Research-based

  Ability to think and do + resources allocated

  Adaptability + observation

  Customer-centric process + attitude

  Knowledge of social media

                                   © 2008 Valeria Maltoni, ConversationAgent.com
Resources




+ Anything by Seth Godin
                           © 2008 Valeria Maltoni, ConversationAgent.com
What is Conversation Agent


  Idea - marketing, communications, and
  participation as one

  Agens, agentis (Lat.) - effective, expressive,
  action verb

  Language - connection vs. transaction



                                  © 2008 Valeria Maltoni, ConversationAgent.com
“The future cannot be
predicted - it has to be
created.”
          - Riddestråle/Nordström




                          © 2008 Valeria Maltoni, ConversationAgent.com
Conversations About the Future of Advertising

       Potable Marketing


                                           Valeria Maltoni
                                           MCAD + MIMA
                                           March 3, 2008
                                           Conversation Agent
                                           www.ConversationAgent.com

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Conversations About the Future of Advertising, #2 with: Valeria Maltoni, Conversation Agent

  • 1. Conversations About the Future of Advertising Potable Marketing Valeria Maltoni MCAD + MIMA March 3, 2008 Conversation Agent www.ConversationAgent.com
  • 3. Got Personality? © 2008 Valeria Maltoni, ConversationAgent.com
  • 4. Got Personas? © 2008 Valeria Maltoni, ConversationAgent.com
  • 5. Got Point of View? © 2008 Valeria Maltoni, ConversationAgent.com
  • 6. Computing is Social Branded applications Connected anywhere Designed interactions © 2008 Valeria Maltoni, ConversationAgent.com
  • 7. Media Networks You © 2008 Valeria Maltoni, ConversationAgent.com
  • 8. Digital Identity © 2008 Valeria Maltoni, ConversationAgent.com
  • 9. Social tools The rooms in which the conversation happens © 2008 Valeria Maltoni, ConversationAgent.com
  • 10. Right Size Marketing Market-driven Measurable Honest and real Effective © 2008 Valeria Maltoni, ConversationAgent.com
  • 11. New Marketing Demand Demand fulfillment generation and much more... © 2008 Valeria Maltoni, ConversationAgent.com
  • 12. Stories Shape our Reality Blog Action Day © 2008 Valeria Maltoni, ConversationAgent.com
  • 13. Stories - Location Megacities Tribal signals © 2008 Valeria Maltoni, ConversationAgent.com
  • 14. Stories - The Hire More than 100 M views 2001 by Fallon (Minneapolis) © 2008 Valeria Maltoni, ConversationAgent.com
  • 15. Mobility Love affair with screens Context Touch Sound © 2008 Valeria Maltoni, ConversationAgent.com
  • 16. Semantic Web Dealing with data & bandwidth Growing from networks to communities Impacting selling - opt-in/permission © 2008 Valeria Maltoni, ConversationAgent.com
  • 17. Semantic Web Very granular tags Browser sorts inventory Across many suppliers User centric © 2008 Valeria Maltoni, ConversationAgent.com
  • 18. Social B2B Public relations Tags Web content Customer portals © 2008 Valeria Maltoni, ConversationAgent.com
  • 19. Agency Selection Criteria Flexibility + Ability to handle the truth Accountability + Research-based Ability to think and do + resources allocated Adaptability + observation Customer-centric process + attitude Knowledge of social media © 2008 Valeria Maltoni, ConversationAgent.com
  • 20. Resources + Anything by Seth Godin © 2008 Valeria Maltoni, ConversationAgent.com
  • 21. What is Conversation Agent Idea - marketing, communications, and participation as one Agens, agentis (Lat.) - effective, expressive, action verb Language - connection vs. transaction © 2008 Valeria Maltoni, ConversationAgent.com
  • 22. “The future cannot be predicted - it has to be created.” - Riddestråle/Nordström © 2008 Valeria Maltoni, ConversationAgent.com
  • 23. Conversations About the Future of Advertising Potable Marketing Valeria Maltoni MCAD + MIMA March 3, 2008 Conversation Agent www.ConversationAgent.com