Conversation Agent - Valeria Maltoni

How Shopping Malls Nudge You to Buy

[YouTube - 3:36] You can tell we're approaching the holiday season. The malls are already all decked in shiny decorations and lighting in the hope adding some mood to a layout already optimized to nudge people to buy. As illustrated in this short video, the physical architecture of the place is already designed to bias your cognitive map -- helping you get lost, mapping the building or store layout so that you stay more and spend more, too. Physical buildings are not the only place designed to keep you in and nudge you to transact. Social networks are as well.... Read more →

Social Networks, Influence, and Media

I started this post as a comment to the prequel a few moments ago and thought it would make a good introduction to the topic of social networks, influence, and media. Rushing nowhere Much of the rapid pace we experience in social networks is artificial. It's partly self-inflicted by watching others (apparently) do more, and partly encouraged by the platforms themselves because we are the product and need constant nudges to do things. This kind of reminds me of what I heard people say about LA traffic: hurry up and wait. Velocity as process Gaining velocity from within goes through... Read more →

Priorities

This past week, I reached out to readers and community members through social networks to learn where people discover Conversation Agent content, and whether they read specific articles, or just browse the site. I'm listening for your answers and questions on the Facebook page, in Google+, and on Twitter. Feedback of this kind contributes to retooling my own strategy and where I spend my time. It doesn't change my philosophy or strategy, just how I execute on it. +++ Each week, I will also select specific questions posted by readers on any of those networks so we can discuss them... Read more →

Digital Convergence: Where Content and Ads Meet

Fresh from conversations on brand evangelism from the Word of Mouth Marketing Summit, I thought I'd make this issue of business and technology trends about advertising and content online. Digital convergence Smart businesses and brands have been doing this already -- building permission-based conversations with their customers. At first blush results may seem like a long way out, until you realize that with more and more people using digital media, getting it right on the onset gives you tremendous advantage. Why? Because it makes every single message you send relevant to the people who want to hear from you. Lists,... Read more →

30 Connective Things You Can Do at a Conference

Conferences and events give you the opportunity to shape your own experience. A long time ago I wrote that the answer to how is yes -- I still believe that to be true. Are you truly taking advantage of the opportunities that come your way? Or are you spending your time bemoaning what the experience could have been? 30 ideas on connecting I got from attending the WOMMA Summit this week. Feel free to add your own in the comments. +++ 1. write down at least three take aways for each session you attend -- there's a lot of experience... Read more →

The Prequel

I was thinking the other day how the pendulum swings in wildly opposite directions. Somehow, we find ourselves in a position where the mere mention of the term strategy sends people on a rant about how doing is the most important thing. You'll figure out where you're going on the way, they say. I'm not disagreeing with the fact that making things is important. Of course it is. The argument goes: it is better to have a poor strategy well executed than a superb strategy poorly executed. How do you know it was a poor strategy? How can you tell... Read more →

The Pursuit of What's Next

Did you miss the chance to become the most read site or publication? Did someone else rank higher on a list, in an organization, in a social network? How many times do you tell yourself: I'll do better next time? Do you equate that to results? What happened next time? Sliding doors scenario Say you did better next time around. You are on top of the list, your site ranks higher, even highest in your category, or across a couple of them; you have the most followers. What's next? Or maybe you didn't do better. You ended up at about... Read more →

Two Books on Content Strategy You Should Own

What is this content strategy everyone talks about? Note the emphasis on the term strategy. I've written extensively about content marketing and strategy -- mapping your content to the buyer's cycle, producing content for business-to-business (B2B) companies and brands, and even provided a fun way to visualize your content to check if it has story value. Strategy is the framework you use to plan, create, distribute, and manage the content you create. One of the most popular posts at this site was a conversation with Kristina Halvorson about this very topic. Wrestle Website content into a usable, long lasting asset... Read more →

The Recommendation Economy

We've been saying this for a couple of years now. Many sites are integrating Facebook Connect, and are probably watching for signs of Google+ take hold and shape to see where the opportunity is there. Everyone focuses on better ratings. Ratings don't get people to hit the buy button, though -- recommendations do. They also get you hired, which is why you want to understand recommendations. People who spend more time in social media recommend more often, more items, and are more likely to buy. The recommendation we listen to, though, are still those coming from family and friends. Because... Read more →

When Word of Mouth Works Best

As I wrote last week, I will be speaking at the Word of Mouth Marketing (WOMMA) Summit next week. I'm also attending the full program and will be taking copious notes. Among the speakers I'm truly looking forward to learn from are: Simon Mainwaring, Author and founder of WeFirst George Atallah, Asst. Executive Director of External Affairs, NFL Players Association and the many brands presenting case studies, including Mercedes-Benz, Mattel, Unilever, Sprint, Verizon, Time Warner Cable, Sephora, Chevrolet, Quicken, Pizza Hut, MARS. I'll look for opportunities to bring back video interviews. [Source: WOMMA] Read more →