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Transcript

  • 1. Our
Webinar
Will
Start
Soon.
Thank
You
For
Your
Pa6ence.
 Proac&ve
Reputa&on
Management
 Debra
Askanase,
Community
Organizer
2.0
 hAp://www.communityorganizer20.com
 Special Thanks To Our Sponsors
  • 2. Proac&ve
Reputa&on
 Management
 Listening,
A=rac6ng
Fans,
and
Conver6ng
 Cri6cs
with
Social
Media

 April
21,
2010

  • 3. About
the
Presenter
 That’s
me!
 Nonprofit:
former
execu6ve
 director,
community
organizer,
etc.
 Strategic
perspec&ve:
business
 consultant,
campaign
director,
etc.
 It’s
all
about
strategy
for
me.
 B.A.
Emory
University
 M.B.A.
Bar
Ilan
University

  • 4. Key
Takeaways:
Strategy,
then
Engage
 Where
to
Listen,
How
 to
Listen
 Listening
=
Community
 Building
 Finding
Fans!
 Being
Prepared
for
the
 Nega6ve

 How
to
Turn
Cri&que
 Around

  • 5. Monitoring
and
Managing
 Organiza&onal
Image,
including
 Brand
 Products
 Employees

  • 6. The
Old
Way

  • 7. The
New
Way
is
 Relevancy
and
 Building
 Community

  • 8. Your
Brand
Isn’t
Yours
to
Control
 Anymore
 It’s
Everyone’s
Brand
 (and
they
talk….)

  • 9. There’s
the
Good:

  • 10. The
Bad:

  • 11. And
the
Ugly:
 163
comment
reac6ons
 Story
aZer
story
of
bad
AA
experiences

  • 12. Why
Do
We
Listen?

  • 13. Finding
Fans:
Livermore
Valley
Opera

  • 14. Finding
Opportuni&es

  • 15. You
Don’t
Want
To
Miss
The
Good
 Stuff

  • 16. Listening
=
Relevancy
 A lot of people gave via SMS for Haiti… But the Haitians also used that number to text information about their situation, too. Lesson learned: ARC has to separate out discussions during crisis to be relevant and most helpful
  • 17. And
You
Need
To
Know
About
The
Bad
 Stuff,
Too

  • 18. Networks
are
Interlocked.
 Informa&on
Is
Easily
Shared.
 Twi=er
 Facebook
 The
Issue

 The
Image

  • 19. Listening
is
a
Strategy
 Listen
to
 Iden6fy
 Develop
 Internal
 Respond
 Choose
 Keywords
 Systems

 Measure
 and
Tools

  • 20. Keyword
Lists
 (aAract
fans
‐
monitor
cri&cs)
 Organiza6on
 Personnel
 Brands
 Compe6tors
 Compe6tors
 Misspellings
 Industry
key
words
 Common
abbrevia6ons
 Products
 Programs

  • 21. Google
Keyword
Tool

  • 22. Google
Insights

 (helps
you
find
relevant
searches)
 http://www.google.com/insights/search/#
  • 23. Find
Fans
and
Cri&cs

  • 24. Iden6fy
Influencers
in
your
 
 
 
 
 
 
 
industry

  • 25. WHAT
 WHO
 WHEN
 WHY??
 WHERE

  • 26. Basic
(&
Free)
Listening
Tools
 Indexed
by
Google,
Google
Alerts*:
 h=p://www.google.com/alerts
 Tagged
by
Delicious
or
Flickr,
Create
Keyword
RSS
feeds:
 h=p://www.delicious.com,
h=p://www.flickr.com
 Cha=er
in
blog
comments,
Backtype:
 h=p://www.backtype.com/home/alerts
 Blog
posts/blogs:

 Google
Buzz,
Buzzzy:

 h=p://www.blogpulse.com/
 h=p://www.buzzzy.com

  • 27. Basic
(&
Free)
Listening
Tools
 Twi=er
alerts,
TweetBeep:
 
h=p://www.tweetbeep.com
 Geographic
Twi=er
 search:
 www.tweepz.com
 Message
Boards,
BoardReader:
 h=p://www.boardreader.com
 Twi=er
search
(saved),
Twazzup:
 h=p://www.twazzup.com
 General
search,
Social
Men&on:
 h=p://www.socialmen6on.com

  • 28. Buy
related
domain
 names
 Claim
all
relevant
 social
media
names,
 including
Twi=er!
 Be
Prepared
 Start
blogging
now
 Set
up
Listening
 Posts
 Website
content
 must
be
shareable

  • 29. Develop
Internal
Sharing
Systems

 Who
Listens
 How
Is
It
Shared
 Response
System

  • 30. Take
Measurements
 Don’t
forget
to
take
 baseline
 measurements

  • 31. What
is
Your
Response
System?

  • 32. Ac&on
Tree
 Posi6ve
 Nega6ve
 Men6ons
 Men6ons
 Thank
 Respond
 Engage
 Monitor

  • 33. Create
a
blog
 Be
Prepared:
 Create
Rapid
Response
Plaborms

  • 34. ENGAGEMENT
is
the
Best
Prepara&on
 Be
Real
 Be
 Social

  • 35. Building
Community
=
 Proac&ve
Reputa&on
Management

  • 36. “Listening
requires
genuine
interest
in
 what
that
person
is
saying
and
a
 willingness
to
change
as
a
result
of
 what
was
said.”
 Allison
Fine,
Momentum

  • 37. Listening
Case
Study:

 American
Red
Cross
 Case
study
credit:
Beth
Kanter
 h=p://beth.typepad.com/beths_blog/2008/03/social‐media‐ro.html

  • 38. Hurricane
Katrina
hit.
 People
began
talking.
 The
ARC
wasn’t
listening.
 First
reac6on:
Defensive
 Second
reac6on:

 Be
where
they
are
talking.
 Add
a
transparency
level.
 Created
listening
systems.
Tracked
influencers.
 Documented
conversa6ons
and
men6ons.

  • 39. Result:
Changed
external
rela6onships,
 Stepped
into
social
media.
Increased
 volunteerism
skyrocketed,
sen6ment
 transparency.
Changed
internal
culture.

 changed.
 Listened,
 Responded,
 Engaged

  • 40. Responding
to
Cri&que
or
Crisis
 Respond
QUICKLY

  • 41. Admit
errors
and
 Don’t
engage
 problems
 emo6onally
 
 Offer
direct
access
and
 Be
Human
 open
communica6on

  • 42. Listening:
Cri&c
Turnaround
 1.
GiveWell
Slams
Network
for
Good
 Thanks
to
Beth
Kanter
for
wri6ng
about
this
Case
Study:
h=p://beth.typepad.com/beths_blog/2009/01/roi‐nonprofit‐examples‐ of‐how‐listening‐returns‐value.html

  • 43. Network
for
Good
Comments
on
Blog
 GiveWell
Responds
to
Comments…and
 writes
an
update
post

  • 44. GiveWell
Recommends
Network
for
Good!

  • 45. If
You’ve
Built
Your
Community
 …it
will
 defend
 you!

  • 46. Case
Study
3:
12for12K
Defense

  • 47. And
Don’t
Forget
the
Power
of
 YouTube:

United
Breaks
Guitars
 …and
6.5
million
views
later,
boy,
aren’t
they
 sorry!
 h=p://www.youtube.com/watch? v=5YGc4zOqozo&feature=player_embedded#

  • 48. Listening
is
a
Strategy
 Listen
to
 Iden6fy
 Develop
 Internal
 Respond
 Choose
 Keywords
 Systems

 Measure
 and
Tools

  • 49. Thank
You!
 Debra
Askanase,
Social
Media
Sous
Chef
 debra@communityorganizer20.com
 www.communityorganizer20.com
 Twi=er:
@askdebra
 Buzz:
daskanase

  • 50. Don’t
miss
our
upcoming
webinars!
 4/28:
Integra6ng
Social
Media
Into
Organiza6onal
Func6ons
 5/5:
Modernizing
Execu6ve
Search
for
a
New
Economy
 5/12:
Building
Donor
Loyalty
 5/19:
Strategic
Planning
As
Organiza6onal
Development
 Register
at
www.nonprofitwebinars.com
 Enter
code:
co2comp
for
the
complimentary
webinar