Conversation Agent - Valeria Maltoni - How do you teach a large, process driven organization to be innovative, work organically and think socially?

« Is Your Customer Conversation Built in? | Main | Tribes and Business »


@Christian - it's even hard to behave internally the way we should nowadays. Unless there is an environment of respect and integrity and a philosophy of service, you're not going to built the trust you need to operate in the social space.

@Luc - my comment wasn't aimed at you. I know you get it :) But rereading it, it came across that way. Oops. Good lesson.

@Frank - you got it. I think the issue is one of value. If companies do not see value in certain activities, they will discourage them. Value is often measured just in hard ROI and only in what comes in, not what doesn't come in. Testing is key.

Don't underestimate the role of HR-policies regarding social media as a factor to be reckoned with when trying to implement social media participation. Staff is told with many companies to limit time spent on facebook and other social applications. Most companies are not only unprepared to give more voice to their customers - they have difficulties to give more autonomy to their employees to engage in conversations. To my experience, as long as higher management doesn't formulate an encouragement policy on blogging, engaging in social media and reacting on behalf of the company on public fora, employees and middle management will not be willing to go along, effectively blocking any effort towards a more engaging dialogue. It simply means that nobody will be willing to engage in experiments or building cases for future use.


Right. My proposition was indeed a bit ironic and definitely not underestimating the "behind the corporate wall" effect. What I wanted to say is : if P&G did it, other companies might find a way as well. So yes, this is encouraging and thumbs up to P&G.

The comments to this entry are closed.

Conversation Agent

  • Since 2006, Conversation Agent focuses on business, technology, digital culture, and human behavior. At Conversation Agent LLC, I help organizations and brands that want to build better experiences tell a new story.


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.