Here is an executive summary of our activity and main case histories.The Talking Village is a designer and a facilitator of collaborative conversations, helping brands to connect with people online and implement marketing projects through dialogue and participation.

1. The TalkingVillage Ifmarkets are conversations,thenit’s timetospeak out.

2. 1. Background 2. WhytheTalkingVillage 3. The TalkingVillage in action - principles and tools - projects and learnings

3. 1. Background

4. The paradigmshift

5. The opportunity

6. Why TheTalkingVillage

7. Ourmission Weactivatecommunitiesto assist companies and brandsachievingtheir marketing objectives: research, innovation, communication.

8. OurprojectsCollaborative methodologies Communication Research Innovation

9. Resources

10. A new business model TTV translatesone-waycommunicationstrategiesintoconversationsstrategies, and assists web agenciesthankstoitsclosenetworkingwith web players and through collaborative mechanics.

11. TheTalkingVillage in action - Principles and tools

12. The TTV ModelHowtoplan a collaborative conversation Conversation Experience Value of info and services obtained Objectives (Brand) Objectives (consumer) Conversation Strategy context infrastructure “BIG IDEA” Socialobject Socialcontent MOTIVATORS Whywe talk ENABLERS Allowing the conversation flow The resultis the addedvalue:

13. The TTV model Conversation grid Values Sensibility Emotions Passion Duties Pleasure Desires Rational/ Pragmatism Functions

14. Research & Development Tools No mirrors:we are a team!

15. Our approach: a SOCIAL research 1 2 3 On going quantitative tools (concept, equity, advertising tracking..) saylittleabout people motivations and emotions Weneedtoinject back the humanelement in research People don’t wantcoupons, butwanttoseetheir impact on the brand Traditional qualitative toolsmayoffer a limitedpictureifnot part of a systematic engagement program . Consumersparticipating in focus groups are notusuallyveryinvolved/motivated.

16. General tools Productiveconversationsrequirecareful planning. Key elements are the participants’ selection, the definitionofobjectives and conversationplan, the detailed report ofmainlearnings.

17. The BrandVillageand the social innovation SCENE TTV’s BrandVillagewasfinalist 2011 in

19. Itresides on a modular and continuative platform

20. Ituses a variousinteractiveexperience, combiningspecifictasks and spontaneousfeedbacks

21. 1 dedicatedconversation manager, providedby TTV or by client (after TTV training)

22. Minimum durationis 6 months(3 mospilot + 3 mosgoing)

24. Incentivesforparticipant areSpecialbenefits, events, services Gratifications, team building, engagementin marketing activities (eg. Invitationtoshootingsetc)

26. Quality and quantityofinteration, more relevantemotionalinsights: the platformsallowsdifferentfunctionalities and may integrate severaltopics in anorganicconversation agenda

27. Continuity: the broader scope and timespanof the project improves the emotionalrelationshipbetweenbrands and consumers, producing a pipeline ofinsights

28. Timeoptimization: with a rich and engagingconversation agenda, the feedback isquickeryetstructured, comparingtotraditional qualitative researches or complexinnovationprocesses

29. Learningbydoing and ongoingimprovement: long lastingconversationsallowconceptincubation and refinementof the best techniques

33. Public / Private Modules

34. Flexibility and customization

36. TheTalkingVillage in action - Pinciples and tools - Projects and learnings

37. Projects

38. Nesquik - Sai come me lo immagino? A co-creationlab: The first website createdwithitsusers Saicomemeloimmagino.it

39. I Diari delle Spighe Mulino Bianco An Experientialresearch online Mulinobianco.it/all_blog_11

40. Boppy - ArtsanaStories about a product trial Veremamme.it/boppy-blog-veremamme Conversation Area Spontaneaouspostsby the testers

41. Huggies - Mamma che ridere! Let’s write together a theater show about the new motherhood Huggiesclub.it/mammacheridere Home Page The secret Facebook Group

42. Conversation on brandequity and range The true“making of” a commercial

43. A studyof the positioning and communicationstrategy Finding a relaunchconcept

44. Coop CrescendoThe birth of a community on Facebook

45. Key learningsMotivators Curiosity UpfrontObjectives Empowerment Company presence (listening, attentive, grateful) Personal engagement Inrelevantissues Language

46. Influencing = passion Key learningsAttitudes The pleasureofexchange Answeringquestions Vs. Tellingstories Expectations Go beyondinstructions

47. Key learningsThe importance of follow up What’s next? Output and nextstepsneedtobecommunicatedto the people in a clear and trasparent way. Ensuringcontinuityis key, withnewideasfor the followingplans.A conversationisnot a sprint, but a long walktogether.

49. The Talking Village, Founder

50. Marketing Director, Reckitt Benckiser Greece 2001-04

51. Global Category Director, Reckitt Benckiser HQ London 2005-06

52. Baby-Beauty GBU Director, Johnson & Johnson Italy 2006-08

54. The Talking Village, co-Founder

55. Coordinamentointernazionale Renault Publicis FCB, Parigi, 1993-94

56. Semiotic and motivational Researcher, 1994-98

57. Web Strategist Fullsix, 1998-2007

58. Research Director, Osservatorio Social Media, OTO Research, 2007-09

59. Social Media Consultant, 2009giuliana.laurita@thetalkingvillage.it mob. +39 347 2775028 Skypegiuliana.laurita