Conversation Management in theDigital AgeMITCH GERMANN / Fleishman-Hillard / @MCG5
About Me
The Communications Landscape is
Number of Blogs Growing
More Than 900 Million Facebook Users
More Than 500 Million Twitter Users
800 Million Unique YouTube Users Per
Why Should You Care?
Everyone Has a Publishing Platform
All Employees Are Spokespeople Now
Employees’ Conversations at Events
Employees’ Facebook Posts
Employees’ Twitter Feeds
Employees’ Comments in a Forum
They’re All Fair Game for Media
Want Proof?
National Story off an Employee Blog
Team Employee Fired Over a
Actress Fired After Tweeting Inside Info
PR Director Called Out Over
Ticket Sales Rep Comments Make
Now for the Good News
Conversations Can Drive Conversions
Your Voice Matters
Social Media Impact on Purchase
So What Should Brands Do About
Conversation Management
Educating and Empowering Employees to be Engaged Brand Ambassadors
How?
Sharing Brand Narrative
Creating Social Media Guidelines
Distributing Media Interview Policy
Creating and Distributing Conversation
Conducting Conversation Training
Key Elements of Conversation Training
Encouraging Real-Time Monitoring
Fostering Internal Collaboration and
Teaching Basics of Measurement
Outcomes
Better Educated Workforce
Increased Internal Collaboration
More Transparency
Better Workplace Morale
Consistent Consumer Communications
Improved Customer Experiences
Ultimately… Increased Revenue
Goal of 25% Participation                 and 75% Program                 “Satisfaction” First Year                 Goal o...
Questions?
THANKYOU        Mitch Germann        Senior Vice President        Fleishman-        Hillard l Digital. Integrated. Global....
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Conversation Management in the Digital Age

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Conversation Management in the Digital Age

  1. 1. Conversation Management in theDigital AgeMITCH GERMANN / Fleishman-Hillard / @MCG5
  2. 2. About Me
  3. 3. The Communications Landscape is
  4. 4. Number of Blogs Growing
  5. 5. More Than 900 Million Facebook Users
  6. 6. More Than 500 Million Twitter Users
  7. 7. 800 Million Unique YouTube Users Per
  8. 8. Why Should You Care?
  9. 9. Everyone Has a Publishing Platform
  10. 10. All Employees Are Spokespeople Now
  11. 11. Employees’ Conversations at Events
  12. 12. Employees’ Facebook Posts
  13. 13. Employees’ Twitter Feeds
  14. 14. Employees’ Comments in a Forum
  15. 15. They’re All Fair Game for Media
  16. 16. Want Proof?
  17. 17. National Story off an Employee Blog
  18. 18. Team Employee Fired Over a
  19. 19. Actress Fired After Tweeting Inside Info
  20. 20. PR Director Called Out Over
  21. 21. Ticket Sales Rep Comments Make
  22. 22. Now for the Good News
  23. 23. Conversations Can Drive Conversions
  24. 24. Your Voice Matters
  25. 25. Social Media Impact on Purchase
  26. 26. So What Should Brands Do About
  27. 27. Conversation Management
  28. 28. Educating and Empowering Employees to be Engaged Brand Ambassadors
  29. 29. How?
  30. 30. Sharing Brand Narrative
  31. 31. Creating Social Media Guidelines
  32. 32. Distributing Media Interview Policy
  33. 33. Creating and Distributing Conversation
  34. 34. Conducting Conversation Training
  35. 35. Key Elements of Conversation Training
  36. 36. Encouraging Real-Time Monitoring
  37. 37. Fostering Internal Collaboration and
  38. 38. Teaching Basics of Measurement
  39. 39. Outcomes
  40. 40. Better Educated Workforce
  41. 41. Increased Internal Collaboration
  42. 42. More Transparency
  43. 43. Better Workplace Morale
  44. 44. Consistent Consumer Communications
  45. 45. Improved Customer Experiences
  46. 46. Ultimately… Increased Revenue
  47. 47. Goal of 25% Participation and 75% Program “Satisfaction” First Year Goal of 5% Increase in Reach and 3% Increase in Sentiment First Year No Negative News Generated by Employee ConversationExample of How to Measure Success
  48. 48. Questions?
  49. 49. THANKYOU Mitch Germann Senior Vice President Fleishman- Hillard l Digital. Integrated. Global. O: 415-318-4119 l M: 916-207-3918 mitch.germann@fleishman.com l @MCG5

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