Here is an executive summary of our activity and main case histories.The Talking Village is a designer and a facilitator of collaborative conversations, helping brands to connect with people online and implement marketing projects through dialogue and participation.
10. A new business model TTV translatesone-waycommunicationstrategiesintoconversationsstrategies, and assists web agenciesthankstoitsclosenetworkingwith web players and through collaborative mechanics.
12. The TTV ModelHowtoplan a collaborative conversation Conversation Experience Value of info and services obtained Objectives (Brand) Objectives (consumer) Conversation Strategy context infrastructure “BIG IDEA” Socialobject Socialcontent MOTIVATORS Whywe talk ENABLERS Allowing the conversation flow The resultis the addedvalue:
13. The TTV model Conversation grid Values Sensibility Emotions Passion Duties Pleasure Desires Rational/ Pragmatism Functions
15. Our approach: a SOCIAL research 1 2 3 On going quantitative tools (concept, equity, advertising tracking..) saylittleabout people motivations and emotions Weneedtoinject back the humanelement in research People don’t wantcoupons, butwanttoseetheir impact on the brand Traditional qualitative toolsmayoffer a limitedpictureifnot part of a systematic engagement program . Consumersparticipating in focus groups are notusuallyveryinvolved/motivated.
26. Quality and quantityofinteration, more relevantemotionalinsights: the platformsallowsdifferentfunctionalities and may integrate severaltopics in anorganicconversation agenda
27. Continuity: the broader scope and timespanof the project improves the emotionalrelationshipbetweenbrands and consumers, producing a pipeline ofinsights
28. Timeoptimization: with a rich and engagingconversation agenda, the feedback isquickeryetstructured, comparingtotraditional qualitative researches or complexinnovationprocesses
38. Nesquik - Sai come me lo immagino? A co-creationlab: The first website createdwithitsusers Saicomemeloimmagino.it
39. I Diari delle Spighe Mulino Bianco An Experientialresearch online Mulinobianco.it/all_blog_11
40. Boppy - ArtsanaStories about a product trial Veremamme.it/boppy-blog-veremamme Conversation Area Spontaneaouspostsby the testers
41. Huggies - Mamma che ridere! Let’s write together a theater show about the new motherhood Huggiesclub.it/mammacheridere Home Page The secret Facebook Group
45. Key learningsMotivators Curiosity UpfrontObjectives Empowerment Company presence (listening, attentive, grateful) Personal engagement Inrelevantissues Language
46. Influencing = passion Key learningsAttitudes The pleasureofexchange Answeringquestions Vs. Tellingstories Expectations Go beyondinstructions
47. Key learningsThe importance of follow up What’s next? Output and nextstepsneedtobecommunicatedto the people in a clear and trasparent way. Ensuringcontinuityis key, withnewideasfor the followingplans.A conversationisnot a sprint, but a long walktogether.