conversation management in the digital age
DESCRIPTION
Presentation to Michael Brito's CTRANSCRIPT
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Conversation Management in the Digital AgeMITCH GERMANN / Fleishman-Hillard / @MCG5
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About Me
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The Communications Landscape is Changing
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Number of Blogs Growing Exponentially
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More Than 900 Million Facebook Users
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More Than 500 Million Twitter Users
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800 Million Unique YouTube Users Per Month
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Why Should You Care?
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Everyone Has a Publishing Platform
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All Employees Are Spokespeople Now
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Employees’ Conversations at Events
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Employees’ Facebook Posts
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Employees’ Twitter Feeds
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Employees’ Comments in a Forum
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They’re All Fair Game for Media
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Want Proof?
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National Story off an Employee Blog Post
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Team Employee Fired Over a Facebook Post
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Actress Fired After Tweeting Inside Info
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PR Director Called Out Over Anonymous Posts
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Ticket Sales Rep Comments Make Local News
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Now for the Good News
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Conversations Can Drive Conversions
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Your Voice Matters
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Social Media Impact on Purchase Funnel
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So What Should Brands Do About This?
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Conversation Management
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Educating and Empowering Employees to be Engaged Brand
Ambassadors
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How?
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Sharing Brand Narrative
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Creating Social Media Guidelines
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Distributing Media Interview Policy
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Creating and Distributing Conversation Guides
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Conducting Conversation Training Sessions
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2 Teaches Social Media Best Practices
1 Introduces All Relevant Policy and
Guidelines
3 Defines the Rules of Engagement
4 Provides Actionable Takeaways
Key Elements of Conversation Training
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Encouraging Real-Time Monitoring
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Fostering Internal Collaboration and Workflow
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Teaching Basics of Measurement
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Outcomes
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Better Educated Workforce
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Increased Internal Collaboration
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More Transparency
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Better Workplace Morale
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Consistent Consumer Communications
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Improved Customer Experiences
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Ultimately… Increased Revenue
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Example of How to Measure Success
Empower Employees With Tools And Knowledge1
23
Goal of 25% Participation and 75% Program “Satisfaction” First Year
Amplify Messages
Goal of 5% Increase in Reach and 3% Increase in Sentiment First Year
Minimize RiskNo Negative News Generated by Employee Conversation
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Questions?
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Mitch GermannSenior Vice PresidentFleishman-Hillard l Digital. Integrated. Global.O: 415-318-4119 l M: [email protected] l @MCG5
THANK YOU