Conference Buddies

SESSION LEADER:
Paul Pangaro, Ph.D., Co-Founder and CTO, CyberneticLifestyles.com

Conversational Marketing/Media

How do we design for conversation? By Applying Cybernetics:

• Science of “getting what you want”
• Helps us to understand, navigate & regulate complex systems
• encompasses individual, social & technical aspects includes a branch called “conversation theory”

1. What are the goals?
2. How do we measure if we’re on course?
3. What are the levers?

Context (Advertising Media) > Shared Language > Action > Reaction > Action > Exchange > Agreement > Transaction

These fundamentals will not change:

• Brands want consumers to buy
• Consumers need to believe by buying they will get what they want

1. Join the converstaions
2. Understand which conversations can be influenced
3. Facilitate productive conversations

Customer terms/language: consumer need-states, wants & desires

• then can communicate want to brand, want experience

Enticement to be engage: collaboration, voting, commenting

Agreement = common history, trust built, beliefs are validated or changed

P2P (Person to Person) + Internal Conversations are needed to ensure beliefs are shared

Trust is Established:

• History ensures compatible goals
• Sets expectations for future conversations
• Trust is powerful – it lowers risk & saves time

Transactions:

• Ability to coordinate beliefs with customers in order to lead to actions/transactions

Conversation Relationship Management – Relationship History Trust > Lifetime Value > Infrastructure of Commerce:

1. Context
2. Language
3. Exchange
4. Agreement
5. Transaction

How to find the right moment to present & engage?

All successful evolution is co-evolution: each participant must change in response to the other

• Conversation is the most efficient means to co-evolution
• Design for conversation = viability today & tomorrow

Are you sincere in your message? Truthful?

Conversation Engagement Other Than Twitter, Facebook, etc:

• Suggestion Box
• Widget Platforms