D.the professions tell stories, build conversations, branch out experiences, and do it with sharp strategies so that through those stories, those conversations and those experiences a brand transmits its best values, a company reflects its whole world, an agency is able to give the reader and listener a piece of life in which to recognize themselves. What matters is, above all, that they do it with tools that are still not very common, that is, using new forms of artificial intelligenceof the platforms of the ultra-worlds, of the most recent mass media, see the branded podcasts, the Metaversechatbots (programs that simulate human conversations) and voice assistants fed by algorithms.
In short, I am a pioneer of professions never done before by others and already highly sought after and, above all, ready to flare up in the very near future. Very young women, you will think. Not at all. Some have reinvented their professional space at an age in which the majority inaugurates their own territory: by now at my age, now professionally it is late, by now it is not worth changing the horizon of life … They, however, they believed in it, they tried to think differently and to unhinge the models, inside and out.
Mary Tomasso: “I put the word at the center”
50 years old, Conversation Designer
Crotonese, now at home in Alicante, in the navel of the Spanish Costa Blanca, is the spoken proof that one can revolutionize one’s existence in many ways, anywhere, at any age. It is in the sign of the word that this globetrotter lady – who has a degree in Interpreting and Language Translation and has spent her life abroad – at 48 she went back to studying with the aim of understanding how the word could to connect artificial intelligence and people. Today it is one Conversation Designer and works in the team of Vass, a Spanish consulting firm in the field of technological innovation. “THEThe Conversation Designer is the professional capable of defining the flow of conversation, curating the dialogues and trace, as a whole, the entire experience of people with a voice-activated speaker, chatbot or virtual assistant»Summarizes Antonio Perfido, creator of Convergent Marketing, a training model based on conversational Artificial Intelligence and, precisely, on Conversation Design, which teaches how to generate interest and involvement through multimodal virtual assistants. “He is a professional destined, soon, to play a key role in the company teams dedicated to the design and development of conversational systems capable of resonating with people’s motivations and satisfying their intentions”.
In Mary Tomasso’s life, the sliding door was an advertising banner for Conversation Design Institute of Amsterdam, a European authority in training and certification, which paraded in front of her while she was on Facebook. Since she was living in Argentina at the time, where she had founded a remote secretarial services agency for companies but was not satisfied and was aiming to return to Europe, she was fascinated by the idea of learning to go back to work. one day, on the word. And on the questions of people expressed on smartphones and PCs to the artificial intelligences that populate them. “Google, can you suggest me a good Indian restaurant for tomorrow night in Milan? “,” Siri, are you married? “. And to your bank’s chatbot: “Will you repeat the last five credit card transactions?”. “After all, at university I had studied to facilitate, through interpreting, communication between people: the idea of teaching a machine to converse with humans therefore brought me back to those origins.” Of Conversation Design today he says: «Mine is an extremely dynamic work, which involves multiple skills. First, to strategically design a conversational system one must knowing how to write and be able to imagine and construct dialogues, which presupposes a strong linguistic knowledge, a lot of creativity but also a certain empathy, because the user must always be at the center of attention. Then, since we cannot afford to make mistakes in interacting with the person, who can really ask for everything, it is also necessary to know his needs very well, which presupposes the ability to analyze and humility: to build the right answers every time, it is necessary to study and analyze masses of conversational flows, even very important ones. Journalists, copywriters, linguists, but also social media managers or psychologists can become good Conversation Designers and, personally, I think that women have an edge in the creation of the relationship through language. As for the more technical skills, let’s say that to teach an artificial intelligence to converse with people it is not mandatory to know computer programming, but I believe that a knowledge base is useful for finding common ground for comparison with the IT teams that work behind chatbots and virtual assistants ». To know more: #Conversation Design. Design memorable experiences with conversational AI by Antonio Perfido (FrancoAngeli).
Sara Noggler: “A kermesse for Metaverso and Nft”
51 years old, consultant and communicator with focus on NFT, Blockchain, Fintech, Metaverso
The last frontier in digital is her third life: graduated in Foreign Languages, first she works in marketing, then in the credit management of large customers, but since she has always had the ambition to create and nurture business connections, when, in 2017, they talk to her about Bitcoin and Blockchain, she is fascinated from the concepts on which they are supported: decentralization, disintermediation, transparency, verifiability of information. And she begins to imagine – and why not? his own professional space in these new worlds. “I started by scouring the net in search of resources that would help me to understand these phenomena better and better. At first I didn’t understand anything, because these worlds have a very specific terminology, but around me I found openness, availability, community spirit and, therefore, I pushed myself further and further: and besides, no one has ever looked at me wrong. if in some situations I still did not express myself with the appropriate vocabulary but, above all, no one paid any attention either to my age or to the fact that I was a woman: I had, on the contrary, easy access to top figures who proved to be very important for my training. For me it was a galvanizing surprise, and I fell in love with this new dimension. As soon as I felt I was ready, I launched my agency ».
Compared to when she started exploring NFT and Blockchain, these markets have sparked: NFTs (Non-Fungible Tokens) can be songs, videos, magazine covers, gifs, tweets or anything else digital, depending on the properties that someone associates with them. Do you remember? Last year Jack Dorsey, the founder of Twitter, sold the first tweet in history at auction for 3 million dollars – the one he shared at the debut of his social network in 2006 – as if it were a real work of art. ‘art: the ownership and authenticity of its original copy, as indeed happens for all NFTs, is certified by the Blockchain computer network. As for the Metaverse, it is now known that it is becoming a terrain of exploration for large companies and brands. Today Sara Noggler is founder and CEO of Polyhedra, a public relations and institutional relations agency that helps give a voice to companies that operate in these ecosystems or that want to get closer, as well as to those who own Blockchain and Metaverse platforms. And he prepares to build with his team, for next spring, the NFT Milano, the first Italian kermesse dedicated to NFT and Metaverso, on the model of those already established in Paris, London, Miami. How to build a profession in these areas, given that specific university courses do not yet exist? According to Noggler, it is not necessary to have a strictly technological training: it is better to understand how one’s study path and one’s attitudes and skills can be declined and put to use in these new dimensions. And study, also subscribing to the communities that have been created online, on Telegram or Discord. «The opportunities for training, even in Italian, are now many: over the years I have seen the growth of interesting and accessible online courses and projects, such as The Blockchain Management School, of which I am a teacher. I myself have never stopped updating myself, because everything is changing very rapidly and there are always new potentialities to explore ». To know more: Women in the Metaverse. Stories of women that inspire women by Elisabetta Pozzi.
Rossella Pivanti: “I tell the stories of others”
40 years old, Branded Podcast Producer
Today it is among the most sought after corporate storyteller – professionals who communicate around brands – and her success probably owes it to the fact that the common but highly emotional stories she tells have the charm of authenticity and are mounted with dense attention to sound which reserves the songs. “For an automotive brand that aimed to launch its first electric car on the market, I created a series of podcasts collecting the micro stories of the first times of ordinary people around Italy. For a company that wanted to focus customers’ attention on the step-by-step relay – an electromechanical device whose function no one knows – I created a series on the hidden stories of the objects around us. In my professional life I have told who had discovered that they had a sister in another continent, who had given a part of themselves – an organ – and who was waiting for that gift… Companies are increasingly interested in this narrative: we are certainly not at the level of the United States, but requests are also rising here ».
Degree in Communication Sciences at the University of Modena and Reggio Emilia, which he followed up seven years at KRock Radio as a programmer and speaker, in 2011 she opened her own recording studio at the age of 29 and he begins to understand that combining stories and sound can become his way. But her fate does not show her friend, until, one day, she tries to record her story of hers, which you, however, can listen to in a Ted X on the web. It is 2017 and from that moment on he will never stop creating vocal narratives for others, producing about thirty series, some for the major Italian brands. In addition to podcast producer, Rossella Pivanti is a lecturer on the subject, operational partner ofStorytelling Observatory and among the founders of Podcast Community Italy, the largest community of podcasters and audio creators, and author of an essay on branded podcast production. She says that her is a profession that includes many souls.
“On the one hand, communication and relational skills are necessary, in addition to those of storytelling and narration; then there is a very technical component linked to the correct use of instruments and sound management: recording, editing, mixing, sound design and production in general. It also takes the knowledge of marketing to distribute, promote and know how to interpret the data that a podcast is able to give us; finally, the legal aspects are important. The figure of the branded podcast producer is all this: it combines very technical aspects with other creative ones and that is why it is considered one of the most sought-after professions in the near future and one of the most complex to find ». In the last two years, Rossella Pivanti has also been a teacher of Sound Up, a training program for women who aspire to become podcasters wanted by Spotify to reduce the gender gap in the sector: currently, only 22 percent of podcasts present in the top 100 Italian is led by women. Learn more: #Branded Podcast Producer. Audio narratives for brands capable of being heard by Rossella Pivanti (Franco Angeli) e Podcast Marketing by Gaia Passamonti (Hoepli).
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