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

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The second event in a series of Conversations About the Future of Advertising, co-sponsored by the Minneapolis College of Art and Design and the Minnesota Interactive Marketing Association, featured a presentation by Valeria Maltoni, blogger at ConversationAgent.com. Valeria's presentation, "Potable Marketing" provides her insights into the philosophies and techniques that are moving marketing and advertising into the future. (This file is ©2008 Valeria Maltoni, All Rights Reserved.)

Business Formation

Conversations About the Future of Advertising

Potable Marketing

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

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

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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

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