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The Talking Village models and case histories

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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.

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The Talking Village models and case histories

  1. 1. The TalkingVillage<br />Ifmarkets are conversations,thenit’s timetospeak out.<br />
  2. 2. 1. Background<br />2. WhytheTalkingVillage<br />3. The TalkingVillage in action<br /> - principles and tools<br /> - projects and learnings<br />
  3. 3. 1. Background<br />
  4. 4. The paradigmshift<br />
  5. 5. The opportunity<br />
  6. 6. Why TheTalkingVillage<br />
  7. 7. Ourmission<br />Weactivatecommunitiesto assist companies and brandsachievingtheir marketing objectives: research, innovation, communication. <br />
  8. 8. OurprojectsCollaborative methodologies<br />Communication<br />Research<br />Innovation<br />
  9. 9. Resources<br />
  10. 10. A new business model<br />TTV translatesone-waycommunicationstrategiesintoconversationsstrategies, and assists web agenciesthankstoitsclosenetworkingwith web players and through collaborative mechanics.<br />
  11. 11. TheTalkingVillage in action<br />- Principles and tools<br />
  12. 12. The TTV ModelHowtoplan a collaborative conversation<br />Conversation Experience<br />Value of info and services obtained<br />Objectives<br />(Brand)<br />Objectives<br />(consumer)<br />Conversation Strategy<br />context<br />infrastructure<br />“BIG IDEA”<br />Socialobject<br />Socialcontent<br />MOTIVATORS<br />Whywe talk<br />ENABLERS<br />Allowing the conversation flow<br />The resultis the addedvalue:<br />
  13. 13. The TTV model Conversation grid<br />Values<br />Sensibility<br />Emotions<br />Passion<br />Duties<br />Pleasure<br />Desires<br />Rational/ Pragmatism<br />Functions<br />
  14. 14. Research & Development<br />Tools<br />No mirrors:we are a team!<br />
  15. 15. Our approach: a SOCIAL research<br />1<br />2<br />3<br />On going quantitative tools (concept, equity, advertising tracking..) saylittleabout people motivations and emotions<br />Weneedtoinject back the humanelement in research<br />People don’t wantcoupons, butwanttoseetheir impact on the brand<br />Traditional qualitative toolsmayoffer a limitedpictureifnot part of a systematic engagement program<br />. <br />Consumersparticipating in focus groups are notusuallyveryinvolved/motivated. <br />
  16. 16. General tools<br />Productiveconversationsrequirecareful planning. Key elements are the participants’ selection, the definitionofobjectives and conversationplan, the detailed report ofmainlearnings.<br />
  17. 17. The BrandVillageand the social innovation<br />SCENE<br />TTV’s BrandVillagewasfinalist 2011 in<br />
  18. 18. What is a Brand Village?<br /><ul><li>The BrandVillageis a community whichacts in a digitalspace, sponsoredby a brand and animated/ moderatedby TTV, workingas a permanentresearch & innovationlab
  19. 19. Itresides on a modular and continuative platform
  20. 20. Ituses a variousinteractiveexperience, combiningspecifictasks and spontaneousfeedbacks
  21. 21. 1 dedicatedconversation manager, providedby TTV or by client (after TTV training)
  22. 22. Minimum durationis 6 months(3 mospilot + 3 mosgoing)
  23. 23. Monthlyreportson mainfindings</li></li></ul><li>The People<br /><ul><li>Key driversof the Village are notonly the social technologiesand the contentof the conversations, but the people aboveall:leadusers, earlyadopters, a creative pool thatassists the brand.
  24. 24. Incentivesforparticipant are</li></ul>Specialbenefits, events, services<br />Gratifications, team building, engagementin marketing activities (eg. Invitationtoshootingsetc) <br />
  25. 25. Advantages<br /><ul><li>Social Media Training: we help clientsapplying the best practicesofconversational marketing
  26. 26. Quality and quantityofinteration, more relevantemotionalinsights: the platformsallowsdifferentfunctionalities and may integrate severaltopics in anorganicconversation agenda
  27. 27. Continuity: the broader scope and timespanof the project improves the emotionalrelationshipbetweenbrands and consumers, producing a pipeline ofinsights
  28. 28. Timeoptimization: with a rich and engagingconversation agenda, the feedback isquickeryetstructured, comparingtotraditional qualitative researches or complexinnovationprocesses
  29. 29. Learningbydoing and ongoingimprovement: long lastingconversationsallowconceptincubation and refinementof the best techniques
  30. 30. Broaderstakeholders’ consultation: the Villageis open to the all key actorsof the project. Notonly marketing people, agencies, consumers, butalsoexperts, R&D, regulatory, ER etc (usuallyinvolved in separated “silos” of the process)</li></li></ul><li>A sample of a BrandVillage<br /> Project institutional area<br />2. Brand Blog: stories, people, and the humanelementof the brand<br />3. Idea Lab<br /><ul><li>Concepts and stimulafrom the brand
  31. 31. Users’ wall: ideas and spontaneousconversations</li></ul>Q&Ashout<br /><ul><li>Surveys
  32. 32. Questionsfromtehusersto the brand’s experts</li></ul>5. Agenda: calendaroftasksandevents<br />6. Resources: links and sources<br /><ul><li>Functions: Personal profile page, wall, Blog, media sharing(img, video, link), Chat, Videoconference, Newsletter, mobile alerts</li></li></ul><li><ul><li>Free Demo
  33. 33. Public / Private Modules
  34. 34. Flexibility and customization
  35. 35. Analysis and reporting</li></li></ul><li>
  36. 36. TheTalkingVillage in action<br />- Pinciples and tools<br />- Projects and learnings<br />
  37. 37. Projects<br />
  38. 38. Nesquik - Sai come me lo immagino? A co-creationlab: The first website createdwithitsusers<br />Saicomemeloimmagino.it<br />
  39. 39. I Diari delle Spighe Mulino Bianco An Experientialresearch online<br />Mulinobianco.it/all_blog_11<br />
  40. 40. Boppy - ArtsanaStories about a product trial<br />Veremamme.it/boppy-blog-veremamme<br />Conversation Area<br />Spontaneaouspostsby the testers<br />
  41. 41. Huggies - Mamma che ridere! Let’s write together a theater show about the new motherhood <br />Huggiesclub.it/mammacheridere<br />Home Page<br />The secret Facebook Group<br />
  42. 42. Conversation on brandequity and range<br />The true“making of” a commercial<br />
  43. 43. A studyof the positioning and communicationstrategy<br />Finding a relaunchconcept<br />
  44. 44. Coop CrescendoThe birth of a community on Facebook<br />
  45. 45. Key learningsMotivators<br />Curiosity<br />UpfrontObjectives<br />Empowerment<br />Company presence<br />(listening, attentive, grateful)<br />Personal engagement<br />Inrelevantissues<br />Language<br />
  46. 46. Influencing = passion<br />Key learningsAttitudes<br />The pleasureofexchange<br />Answeringquestions<br />Vs. <br />Tellingstories<br />Expectations<br />Go beyondinstructions<br />
  47. 47. Key learningsThe importance of follow up<br />What’s next?<br />Output and nextstepsneedtobecommunicatedto the people in a clear and trasparent way. Ensuringcontinuityis key, withnewideasfor the followingplans.A conversationisnot a sprint, but a long walktogether.<br />
  48. 48. Contacts<br />Flavia Rubino<br /><ul><li>Owner & Editor, www.VereMamme.it
  49. 49. The Talking Village, Founder
  50. 50. Marketing Director, Reckitt Benckiser Greece 2001-04
  51. 51. Global Category Director, Reckitt Benckiser HQ London 2005-06
  52. 52. Baby-Beauty GBU Director, Johnson & Johnson Italy 2006-08
  53. 53. Managing Director Added Value Italy, 2009</li></ul>flavia.rubino@thetalkingvillage.it<br />mob. +39 347 8309746<br />Skype flaviarubino<br />Giuliana Laurita<br /><ul><li>Blogger www.mammaincorriera.it
  54. 54. The Talking Village, co-Founder
  55. 55. Coordinamentointernazionale Renault Publicis FCB, Parigi, 1993-94
  56. 56. Semiotic and motivational Researcher, 1994-98
  57. 57. Web Strategist Fullsix, 1998-2007
  58. 58. Research Director, Osservatorio Social Media, OTO Research, 2007-09
  59. 59. Social Media Consultant, 2009</li></ul>giuliana.laurita@thetalkingvillage.it<br />mob. +39 347 2775028<br />Skypegiuliana.laurita<br />

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