dr. walter carl - research

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: A Phase Model

• Oblivious

• Monitoring

• Listening & Responding

• Joining In


Oblivious Phase


Source: Fortune Magazine


Monitoring Phase


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.


Listening & Responding Phase


Listening Ladder

Source: Julia Wood, Everyday Encounters

Endorsement

Acknowledgement

Recognition


Joining In Phase


Dell Hell?

Hat tip to John Cass


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


Presenter Information

Walter J. Carl, Ph.D.Department of Communication Studies101 Lake HallNortheastern UniversityBoston, MA 02115 USA

[email protected]

http://www.waltercarl.neu.edu

http://www.wom-study.blogspot.com

http://www.chatthreads.com


Corporate Blogging Success Study

• Five key factors:– Culture

– Transparency

– Time

– Dialogue

– Entertaining writing style and personalization

http://www.scoutblogging.com/success_study/

dr. walter carl - research

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