dr. walter carl - research
TRANSCRIPT
Organizing for Conversation:What Research Needs to Tells Us
Walter J. Carl, Ph.D.Northeastern University
Boston, MA
© 2007. Walter J. Carl, Ph.D.
Connect: PR & Social Media ConferenceConnect: PR & Social Media Conference20 October 2007 20 October 2007 –– Athens, GeorgiaAthens, Georgia
Allyn Marie Carl
Organizing for Conversation
Organizing for Conversation
Organizing for Conversation: A Phase Model
• Oblivious
• Monitoring
• Listening & Responding
• Joining In
Organizing for Conversation
Oblivious Phase
Organizing for Conversation
Organizing for Conversation
Source: Fortune Magazine
Organizing for Conversation
Monitoring Phase
Organizing for Conversation
10 Things Companies Should Monitor…
1. Company name
2. Company URL
3. Public facing figures
4. Product names
5. Product URLs
6. Industry 'hang outs‘
7. Employee activity/blogs
8. Conversations
9. Brand image
10. Competitors
- From Cameron Olthuis‘ blog Pronet Advertising. See also Jeremiah Owyang‘s blog Web Strategy and Joseph Jaffe’s blog Jaffe Juice.
Organizing for Conversation
Listening & Responding Phase
Organizing for Conversation
Listening Ladder
Source: Julia Wood, Everyday Encounters
Endorsement
Acknowledgement
Recognition
Organizing for Conversation
Organizing for Conversation
Organizing for Conversation
Organizing for Conversation
Organizing for Conversation
Organizing for Conversation
Organizing for Conversation
Organizing for Conversation
Organizing for Conversation
Joining In Phase
Organizing for Conversation
Organizing for Conversation
Organizing for Conversation
Dell Hell?
Hat tip to John Cass
Organizing for Conversation
Big Picture
• Make principles of web 2.0 and social media a company-wide strategy
• Establish cross-function task force
• Train in listening and conversation skills
Organizing for Conversation
Presenter Information
Walter J. Carl, Ph.D.Department of Communication Studies101 Lake HallNortheastern UniversityBoston, MA 02115 USA
http://www.waltercarl.neu.edu
http://www.wom-study.blogspot.com
http://www.chatthreads.com
Organizing for Conversation
Corporate Blogging Success Study
• Five key factors:– Culture
– Transparency
– Time
– Dialogue
– Entertaining writing style and personalization
http://www.scoutblogging.com/success_study/