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

w.carl@neu.edu

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/