Conversation Agent - Valeria Maltoni - The TED Talks Model

« Judge a Magazine by Its Cover | Main | What's Your KOOZA? »


Or maybe there is already a local community that is working on behalf of the people you are trying to reach.

To go back to TED, their evolution went hand in hand with BMW's involvement. they started something, which attracted some community. BMW helped fund a site. The event got bigger as the momentum picked up from the community and the company participated in creating the experience.

We have been used to talking about "the message" and how it should reach our target for so long, that it is really difficult to switch to thinking in terms of the conversation that is already taking place and how we can participate.

Can you ellaborate more on the subject of not being only for "deep pockets", that is, on a small business scale, we should apply it to local events, grassroots, barcamps ?

I see it a bit like a chicken and egg problem: do companies look for events to sponsor with like-minded values? Or events set their core values and hope that sponsors come along?

The insight is nonetheless there: Brands should engage in a conversation and provide the tools to nurture that engagement.

The comments to this entry are closed.

Conversation Agent

  • Since 2006, Conversation Agent focuses on the impact of technology on business, culture, and human behavior.


As seen on

Advisory Boards

Marketing that makes business sense


Book Reviews

  • Conversation Agent participates in the Amazon Services LLC Associates Program. It provides a means for Conversation Agent to earn commissions by linking to Amazon.

Comment Policy and Social Guidelines

  • This is my blog and not a public space. Critical discourse is welcomed. However, inappropriate comments will be deleted. See my social guidelines for reference.


  • The opinions blogged herein represent only those of Valeria Maltoni and do not reflect those of her employer, persons or companies mentioned herein, or anyone else.