Organizing for Conversation:
What Research Needs to Tells Us
Walter J. Carl, Ph.D.
Northeastern University
Boston, MA
Connect: PR & Social Media Conference
20 October 2007 – Athens, Georgia
© 2007. Walter J. Carl, Ph.D.

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 6. Industry 'hang outs‘
2. Company URL 7. Employee activity/blogs
3. Public facing figures 8. Conversations
4. Product names 9. Brand image
5. Product URLs 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
Endorsement
Acknowledgement
Recognition
Source: Julia Wood, Everyday Encounters

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 Studies
101 Lake Hall
Northeastern University
Boston, 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
http://www.scoutblogging.com/success_study/
• Five key factors:
– Culture
– Transparency
– Time
– Dialogue
– Entertaining writing style and personalization