Conversation Agent - Valeria Maltoni

Experimenting with Attention Metrics

How do we spend attention? Clicks, page views, then shares -- they all have taken turns, alone or in combination, as metrics for advertisers to tell whether to invest in one platform over another. Digital body language can indeed be measured. Can it be measured more accurately? For example, are we closing the gap between media dollars spent and efficiency? More importantly, are we learning better ways to close the intention-action gap? Because attention without action is only half the equation. Experimenting with Attention Metrics The Financial Times is experimenting with time on site. In an interview with Sam Petulla#,... Read more →

Social Edition, with 50 Ways to Make a Career Work

How to Rock the Perfect LinkedIn Profile from LinkedIn Making Sense: Social Data Gallup's Buzzy Social Media Report Appears 'Deeply Flawed' 2012 called and wants its data back. AdWeek: The social media marketing stats are based on surveys that were performed back in December 2012 and January 2013. In the disruptive world of online marketing, 18 months is a virtual lifetime ago. Nearly every social media platform has gone through significant changes since Gallup collected its data. Rethinking Social Media Marketing. Snarketing 2.0, Ron Shevlin: One of the things that drives me nuts about studies like Gallup’s is that it... Read more →

Digital Investment Deeper than Marketing

Inbound Marketing Summit 2009 from Valeria Maltoni This summer I will be preparing new material to help marketers and business types with content and activation. Here are my confirmed upcoming talks. I went back and looked at a presentation I gave at Inbound four years ago on writing engaging content for the next web and the socializing of information. It's a bit of a mouthful -- it does sound a lot like today's headlines, doesn't it? We were beginning to see examples of what I put forth then, yet many were struggling with it. Organizing around production and publishing to... Read more →

Good Storytelling Begins with Figuring out What you Think

In this commencement address for the Weinberg College of Arts & Sciences at Northwestern University, Dan Pink shares a personal story about the wisest advice he ever got on how to live. A fellow linguistic, he received this advice from a professor (minute 7:36): Sometimes you need to write to figure it (nda: what you are thinking) out. That is wise advice indeed -- and not just about how to figure out what you are thinking through writing. Pink asks the students to engage in an experiment, to go out into the world and find someone in their mid career... Read more →

Spectrum of Attention

Eon Pritchard about "digital strategy" in an interview part of the where the puck is going series on Medium by GapJumpers#: On the digital side you have data driven marketing which has much more in common with what we used to call direct response than advertising, then there’s the apps, services and digital products like the Fuelband with this deeper engagement component for the more interested brand users. Whereas what we call advertising is still very much about just getting brands noticed and recognized by the rest of us, who don’t pay much attention and just need an easy purchase... Read more →

Understanding Social Data

A recent report by Gallup# reveals what we should already know -- when we are immersed in social situations, we align our expectations accordingly. People say they are not influenced by social media in their purchasing decisions, brands are throwing away their advertising dollars, concludes Gallup. Walking up to a group of friends who are chatting and hitting them with a sales pitch does not work in real life, and it does not work in real life, online. It hardly seems to be news to the community managers who have been involved in social for a few years. Richness of... Read more →

Jedi Mind Tricks: Persuade with the Right Questions

We tend to think of persuasion or motivation as something that one person does to another. What social sciences tell us very clearly is that it is something people do for themselves. Dan Pink expands on this concept of no limit for better in Drive. When people have their own reasons for doing something, not yours, they believe those reasons more deeply and adhere to their behaviors more strongly. If you find that people rate themselves lower on the accomplishment scale (as in getting things done), you may find that there is an environmental obstacle that is preventing them from... Read more →

Silos are Nobody's Friend

"Now, the conversation is becoming even wider. We trust we won’t lose focus. But if there’s one thing we’ve learned over the years, silos are nobody’s friend, and it doesn’t matter who’s living in the silo, whether it’s a DBA or a router administrator. Everything is distributed. And when everything is distributed, everyone has a stake in the conversation." [source: O'Reilly] The topic is technology, it could easily be organizations. +++ Valeria is an experienced listener. She designs service and product experiences to help businesses rediscover the value of promises and its effect on relationships and culture. She is also... Read more →

Revisiting Influence

Everyone is wrong about influence. Except Your Customers from Valeria Maltoni What is influence? For a decade, Malcom Gladwell’s The Tipping Point has served as a touchstone for those who believe that influence resides in the hands of a select few. Not so, says a new generation of marketers. They believe that thanks to the democratizing power of the Internet, anyone can be an Influential. Both camps are wrong. True influence flows from drawing together people with shared interests. This session focuses on the process of identifying areas of relevancy among your customers and prospects, building community, and allowing others... Read more →

Upcoming Talks

Some (confirmed) upcoming events where I will talk in the next couple of months. Cleveland, OH Joe Pulizzi also asked me to be the emcee for one of the main content tracks at Content Marketing World and I look forward to helping connect the dots and build excitement at the event. If I am lucky, in addition to meeting an accomplished roster of peers, I will get to meet Kevin Spacey (I'm a big fan of his work). Below is the description I submitted. CONTENT MARKETING WORLD: FINANCIAL SERVICES INDUSTRY LAB In this hands-on session, we will learn to: Use... Read more →