National Safe Place: Participating in Online Conversations


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This session focuses on how to effectively "listen" to the online conversations about your organization and then actively engage in the discussion. We'll explore strategies on how to raise your organization's online profile by creating engaging content and also provide some tips on how you might begin promoting your agency's efforts through the Web using a limited budget.

Facilitated by Jason Falls, VP of Interactive and On-line Communications, Doe Anderson

Published in: Technology, Design
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National Safe Place: Participating in Online Conversations

  1. 1. National Safe Place Webinar Presented by Jason Falls Social Media Club Louisville June 4, 2009
  2. 2. Agenda •Listening to the Conversations •Participating in the Conversations •Creating Conversations on your own Website through Engaging Content •Promoting Your Website Effectively
  3. 3. It Starts With Listening •People are talking about you. Why aren’t you? •Trusted brands can ask questions and expect answers. •Enthusiastic fans will market for you.
  4. 4. Learning to Listen • How to find conversations about your brand • The difference between monitoring and measurement • How to participate/respond meaningfully • How to mine information for the company good • How to apply audience intelligence across the organization
  5. 5. Finding Conversations Free Monitoring ▪Google Alerts ( ▪Twitter Search ( (RSS) ▪Technorati ( ▪Bloglines ( (RSS) ▪Icerocket ( (RSS) ▪Others (MySpace, Facebook)
  6. 6. Google Alerts
  7. 7. Twitter Search
  8. 8. Bloglines Search
  9. 9. Paid Monitoring & Measurement Radian6 ( Scout Labs ( Evolve24 ( Techrigy ( Vibemetrix ( BrandWatch ( K.D. Paine & Partners ( Nielsen Online ( Cymfony ( Collective Intellect ( MotiveQuest (
  10. 10. Radian6
  11. 11. What Am I Looking For? Actionable (Monitoring) ▪Conversations ▪Mentions (Positive & Negative) Measuring ▪Number of conversations/mentions ▪Sentiment & Tone ▪Competitors ▪Influencers (Comments, Subscribers, Audience)
  12. 12. Monitoring vs. Measurement Monitoring is: Watching and/or listening to conversations in order to determine course of action Measurement is: Quantifying or qualifying conversations to establish success, failure or comparison
  13. 13. Participating Meaningfully Respond rapidly (bad and good) Saying “I don’t know” is good, so long as you find out and respond Let social settings be your guide Provide Value = Earn Credibility + Consistency Over Time = Earned Trust Earned Trust = Influence
  14. 14. Becoming A Trusted Resource How To Get There Earn credibility and trust Ask for permission Don’t be a broken record Say “Please,” “I’m Sorry,” and “Thank You.”
  15. 15. Applying Intelligence Learn to trust your consumers/audience Gather learnings then do something with them Champion the consumer up the ladder Empower employees to utilize social media Make everyone responsible for company reputation Start by listening and participating internally
  16. 16. It Gets Better With Pro-Active Participation •Content is king for a reason. •Providing relevant content energizes your fans. •Energetic fans will market for you.
  17. 17. Content Is King  Consumers Demand Engagement  Engaging Content Incites Reaction  Reaction Becomes Conversation  Website Becomes Living, Breathing Being
  18. 18. Why Do We Care? Content-Centric Websites Are Updated Frequently Good Content Is Linked To By Others Search Engines Scan For “Relevance” Is it recent? Do other people think it’s good?
  19. 19. So, How Do We Do It? Return To Your Marketing Roots Define Your Product Define Your Audience Define Your Competitors Define Your Environment Define Your Success Build Content Around Your Consumer
  20. 20. What Content Can We Give Our Audience? What do we know? (generally speaking) What can we give? (product, expertise) What can we explain? (how-to) What can we share? (other's content) Who can we interview? What can we have fun with?
  21. 21. Factors To Consider “Content” Implies Need For CMS Search Engines Look For Relevancy Is is recent? Do other people think it’s good? Branded Content Doesn’t Have To Be About The Brand You Are Giving To Get
  22. 22. Search Marketing  Paid Search Is An Instigator  Jump-starts web traffic  Cost-effective  No minimum  Highly Targeted  Supplements Organic Search
  23. 23. Search Marketing  Use Google’s Tools  Adwords (Keywords)  Desktop Client (Free)  Write Compelling Copy  Target  Geography  Time of Day  Keywords
  24. 24. Keywords
  25. 25. Where To Play  Google is 80% of search volume  Yahoo  MSN/Live/Bing  MySpace  Highly Targeted  Facebook  Social Ads  Highly Targeted
  26. 26. Don’t Forget •Listen to the Conversations •Participate in the Conversations •Engage Your Website Visitors With Content •Organic Search •Jump-Start Your Website Traffic •Paid Search
  27. 27. Let’s Connect Twitter: @JasonFalls O: 502.815.3257 Jason Falls VP, Director of Interactive & On-Line Communications Doe-Anderson Louisville, Ky.