Dr. Walter Carl - Research

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Dr. Walter Carl - Research

  1. 1. 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.
  2. 2. Allyn Marie Carl
  3. 3. Organizing for Conversation
  4. 4. Organizing for Conversation Organizing for Conversation: A Phase Model • Oblivious • Monitoring • Listening & Responding • Joining In
  5. 5. Organizing for Conversation Oblivious Phase
  6. 6. Organizing for Conversation
  7. 7. Organizing for Conversation Source: Fortune Magazine
  8. 8. Organizing for Conversation Monitoring Phase
  9. 9. 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.
  10. 10. Organizing for Conversation Listening & Responding Phase
  11. 11. Organizing for Conversation Listening Ladder Endorsement Acknowledgement Recognition Source: Julia Wood, Everyday Encounters
  12. 12. Organizing for Conversation
  13. 13. Organizing for Conversation
  14. 14. Organizing for Conversation
  15. 15. Organizing for Conversation
  16. 16. Organizing for Conversation
  17. 17. Organizing for Conversation
  18. 18. Organizing for Conversation
  19. 19. Organizing for Conversation
  20. 20. Organizing for Conversation Joining In Phase
  21. 21. Organizing for Conversation
  22. 22. Organizing for Conversation
  23. 23. Organizing for Conversation Dell Hell? Hat tip to John Cass
  24. 24. 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
  25. 25. 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
  26. 26. 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

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