360DigitalInfluence

For PR Week Labs a few weeks ago I recorded a 15 minute presentation on 5 Steps to Conversation Management. Conversation Management is an 360 Digital Influence program for helping our clients establish or manage social network presence with the dual goals of grassroots engagement and business impact. Based on a dual theory of influence, our team uses Conversation Management to promote advocacy on social networks like Facebook and Twitter. The steps are included below and you can watch the video here (for more videos check out our YouTube channel- this one was too long to be included).

360 Digital Influence- PR Week Labs- Conversation Management from Ogilvy 360DI on Vimeo.

• Step 1: Fish Where the Fish Are- Get primary and secondary research to find out where your audiences are online and how they are interacting.
• Step 2: Determine Your Narrative-Breakdown silos to create one consistent brand voice across platforms and decide what story you want to tell.
• Step 3: Map Out Your Moments-Create a cadence of everyday engagement and remarkable moments in a formal Conversation Calendar.
• Step 4: Identify Your Conversation Manager-Who Represents You Online? We suggest a team of two to four manages; create a conversation guidelines and a rapid response document to keep everyone on the same page and make transitions between employees easier. Make the brand/agency divisions transparent and go in with the goal of brand managers eventually managing and posting almost all content.
• Step 5: Get Started- You will ultimately learn more by doing than by planning, stay flexible in your conversation management approach.