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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: [email protected] l @MCG5
THANK YOU
