Conversation Management in the Digital Age

Conversation Management in the Digital AgeMITCH GERMANN / Fleishman-Hillard / @MCG5

About Me

The Communications Landscape is Changing

Number of Blogs Growing Exponentially

More Than 900 Million Facebook Users

More Than 500 Million Twitter Users

800 Million Unique YouTube Users Per Month

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 Post

Team Employee Fired Over a Facebook Post

Actress Fired After Tweeting Inside Info

PR Director Called Out Over Anonymous Posts

Ticket Sales Rep Comments Make Local News

Now for the Good News

Conversations Can Drive Conversions

Your Voice Matters

Social Media Impact on Purchase Funnel

So What Should Brands Do About This?

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 Guides

Conducting Conversation Training Sessions

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

Encouraging Real-Time Monitoring

Fostering Internal Collaboration and Workflow

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

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

Questions?

Mitch GermannSenior Vice PresidentFleishman-Hillard l Digital. Integrated. Global.O: 415-318-4119 l M: 916-207-3918mitch.germann@fleishman.com l @MCG5

THANK YOU