Casecmt Monitoring Rep Revised

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Monitoring Your Online Reputation, presented at CASE Communications, Marketing and Technology Conference, April 2008

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  • Casecmt Monitoring Rep Revised

    1. 1. Monitoring your online reputation Andrew Careaga Director of Communications Missouri University of Science and Technology CASE Conference on Communications, Marketing and Technology April 11, 2008 || San Diego (Edited for Slideshare upload)
    2. 2. MEET THE TRADITIONAL “ MAINSTREAM” MEDIA
    3. 4. MEET THE “ NEW” MEDIA
    4. 6. ‘ Don’t tase me, bro!’
    5. 7. ‘ Don’t tase me, bro!’
    6. 10. ‘ Markets are conversations.’ Christopher Locke, Rick Levine, Doc Searls, David Weinberger The Cluetrain Manifesto ( www.cluetrain.com )
    7. 11. Disintermediation Eliminating the middleman
    8. 12. Creators Critics Collectors Joiners Spectators Inactives The ladder of participation Source: “Social Strategies for Revolutionaries,” Charlene Li/Forrester Research, Groundswell (groundswell.forrester.com) Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey and NACTAS Q4 2006 Youth online survey Adults Youth 18% 39% 25% 43% 12% 14% 25% 58% 48% 66% 44% 26%
    9. 13. Source: Business Week , "Web Strategies That Cater To Customers," June 11, 2007; chart source: www.businessweek.com/magazine/content/07_24/b4038405.htm
    10. 14. Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb/ )
    11. 15. Blogs as news sources <ul><li>October 2006 – 12 blogs in top 100 </li></ul><ul><li>December 2006 – 22 blogs in top 100 </li></ul>Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( www.sifry.com/stateoftheliveweb/ )
    12. 16. Blogs as news sources Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( www.sifry.com/stateoftheliveweb / )
    13. 17. Source: David Sifry, &quot;State of the Blogosphere/State of the Live Web,&quot; April 2007 ( www.sifry.com/stateoftheliveweb/ )
    14. 18. Beyond blogs and YouTube
    15. 19. Social networks: Catalysts for activism?
    16. 20. Meet our Wikipedia editor
    17. 21. Could this be your Wikipedia editor?
    18. 22. An example close to home
    19. 23. An example close to home
    20. 24. ‘Sudden jihad syndrome’ ‘ We have an international student; identity and nationality weren’t released; claimed to have a bomb; threatened terrorist type activities. How remarkable, ladies and gentlemen, no one knows his name. No one knows his homeland. Now, we have to ask ourselves, Is there a common link with the many other little single incidents of sudden jihad syndrome?’
    21. 25. ‘Sudden jihad syndrome’ ‘ Because that's what this is, sudden jihad syndrome. From cabdrivers to the flying imams to any number of activities. ... International student, identity and nationality not released. Hmm.’ Portion of transcript from Rush Limbaugh Show
    22. 28. Stay in the know <ul><li>Educate yourself about social media </li></ul><ul><li>Plan to monitor your online reputation </li></ul><ul><li>Prepare to respond – or not </li></ul><ul><li>Use the right tools to reach key audiences when you need to set the record straight </li></ul>
    23. 29. Monitoring online reputation <ul><li>Monitor keywords </li></ul><ul><ul><li>Google News Alerts </li></ul></ul><ul><ul><li>Google Blog Alerts </li></ul></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>BlogPulse </li></ul></ul><ul><ul><li>del.icio.us </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Google Video </li></ul></ul><ul><ul><li>Blinkx </li></ul></ul><ul><ul><li>TwitterTroll </li></ul></ul><ul><li>Join the Wikipedia editorial team </li></ul>
    24. 39. Your del.icio.us reputation
    25. 42. Don’t overlook these sites CampusDirt.com
    26. 43. Don’t overlook these sites StudentsReview.com
    27. 44. Don’t overlook these sites JuicyCampus.com
    28. 45. Responding to online media <ul><li>Do nothing </li></ul><ul><li>Respond on initiating vehicle </li></ul><ul><li>Respond on your site or at large </li></ul><ul><li>Respond traditionally </li></ul>Thanks to: Shel Holtz, “Blogs Gone Wild,” Ragan Communications Social Media Conference, Sept. 27, 2007
    29. 47. Dalhousie University’s response
    30. 48. Measuring online reputation <ul><li>Outcomes : affecting behavior, relationships </li></ul><ul><ul><li>traffic </li></ul></ul><ul><ul><li>relationships </li></ul></ul><ul><li>Outtakes : social capital, social networking measures </li></ul><ul><ul><li>what ‘networks’ are connected? </li></ul></ul><ul><ul><li>comments and commentary </li></ul></ul><ul><ul><li>ability to disseminate info quickly/accurately/widely/narrowly </li></ul></ul><ul><li>Output : How many people are paying attention? </li></ul><ul><ul><li>rankings/authority (Technorati) </li></ul></ul><ul><ul><li>conversation index (comments/post) </li></ul></ul><ul><li>Analysis : Look at trends over time </li></ul>
    31. 50. <ul><li>Don’t change the name. Improve the branding. </li></ul><ul><li>The real need is marketing. UMR doesn't need a name change -- UMR needs to market itself for what it is -- a high quality technical university where a kid can get a premium education and find a good job on graduation. … This whole discussion on a name change is a diversion from addressing the real issues facing the university. Lets get out there and market UMR and stop wasting time and resources on organizational diversions. </li></ul>
    32. 51. <ul><li>Why not go back to Missouri School of Mines? It may not be as accurate anymore either, but at least is a tradition. </li></ul><ul><li>I think the new name should be UstaB! You know MUST UstaB UMR UstaB MSM. Missouri University of Science & Technology. </li></ul>
    33. 52. <ul><li>As an alumnus currently studying at the University of Oxford, I can certainly speak to the problem of the 'hyphen'. Many of my fellow researchers are familar with the good work being done by the Metallurgists and Ceramists of UMR. Unfortunately, they constantly refer to the 'University of Missouri', NOT the 'University of Missouri hyphen Rolla'. </li></ul><ul><li>Being a former UMR student I can attest to the fact that UMR automatically relegates us to branch status. When you tell people where you went to school the response is typically, &quot;the University of Missouri Rolla&quot;. And the standard response is, &quot;So that's another campus for Mizzou?&quot; </li></ul><ul><li>It would make me happy to have an alma mater with a name that sounds like a real school rather than an extension campus, so I am in favor of a name change. </li></ul>
    34. 53. After the vote <ul><li>The approved name change makes me nauseous! The new name sounds like a vocational school. If anyone needs an 8 month certificate for a future career in Paralegal, HVAC, or Office Administration, I'll be sure to direct them to Missouri S&T. Nice one! </li></ul><ul><li>Fantastic! The new name, Missouri S&T, sounds like a junior college trade school. For example, ITT </li></ul>
    35. 54. My reaction (as moderator)
    36. 55. Weathering the storm 90 posts 512 comments 5.69 comments/post 5.3 comments/post (minus my 35 comments) 6 months in: negative-to-neutral/positive ratio: 8 to 1 Overall negative-to-neutral/positive ratio: @5.5 to 1
    37. 56. Getting your story out <ul><li>Email </li></ul><ul><ul><li>most traditional </li></ul></ul><ul><li>Your website </li></ul><ul><ul><li>blog format is useful </li></ul></ul><ul><ul><li>RSS for updates, republishing </li></ul></ul><ul><ul><li>Consider podcasts, video </li></ul></ul><ul><li>Correct misinformation – if it’s worth it </li></ul>
    38. 57. Andrew Careaga [email_address] http://highered.prblogs.org http://twitter.com/andrewcareaga THANK YOU! And keep in touch

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