Social Media and Reputation Management | Junior League of Bakersfield
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Kerry Rego spoke at Junior League of Bakersfield on 4/21/15 about social media strategy and reputation management for volunteers and non-profits.
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Social Media and Reputation Management | Junior League of Bakersfield
- 1. What You Don’t Know About Social Media Can Hurt You: Strategy & Reputation Kerry Rego 4/21/15
- 2. What Happens in Vegas… …doesn’t stay there, thanks to social media.
- 3. what is social Social media use web-based technologies to transform & broadcast media monologues into social media dialogues.
- 4. Benefits & Relevance of Using Social Media Marketing 1. Enhance Branding & Awareness 2. Protect Your Reputation 3. Enhance Public Relations 4. Build Community 5. Enhance Customer Service 6. Facilitate Research & Development 7. Drive Sales & Leads
- 5. •Facebook 1.39b MAU •Twitter 500m tweets/day •YouTube 6b hrs watched/m •LinkedIn 347m members •Google+ 300m MAU •Instagram 200m MAU Why is Social Media Important? Logos courtesy of Aquaticus
- 6. Where Do You Start? • Goal • Audience Mockup • Tools • Routine • Measure • Adjust • Persist
- 7. Concept by Peter Drucker
- 8. • WHO is the audience? • WHAT is their preference? • WHEN do they want to hear? • WHERE are they? • WHY are you there? Market Research or 5 W’s I like Pew Internet Research, Mashable, Comscore, and Hubspot as resources.
- 10. Employees Vendors Events Hot Topics Seasons Case Studies Testimonials New Products Differentiate Identify Obstacles FAQ WHAT http://bit.ly/KRCeasyblog Content Folder
- 14. WHERE We’ll get back to this…..
- 15. Each room of your social house has a different feel and theme. Social is NOT the end result. Social is the slippery slide to your profit centers
- 17. 70% Value 20% Promotion 10% Human = 100% Awesome
- 18. •Bookmarking Pinterest •News Twitter Kinds of Media
- 19. •Networking Facebook, LinkedIn •Photo/Video Instagram, Youtube Kinds of Media
- 20. •Email Marketing Constant Contact •Blogs Wordpress •Events Eventbrite Kinds of Media
- 21. Tool Management
- 22. Advanced Tool Management I also recommend dlvr.it for blogs, Facebook Scheduler, and Everypost.
- 24. ROI Formula (Benefits-Costs) / Costs = Social Media ROI
- 25. Measuring Success •Create metric report •Track month over month •Not all metrics are created equal •Interpretation and adjustment •How do the #s match goals? •It’s not always #s •Learn to tell the story of the #s
- 26. Set up a Crisis Plan •Plan procedure •Document •Mock exercise •Train
- 27. Need a Social Media Policy? •Add internet tools •Communicate with staff •Train for best practices •Update legal wording
- 28. Obstacles • Lack of Time • Lack of Manpower/Resources • Lack of Training & Knowledge • Can’t Measure • Decision Makers don’t get it • Blank Page Syndrome • Negativity
- 29. Social Media ≠ Magic
- 32. What is Reputation Management? “The practice of understanding or influencing an individual or business brand. It was originally coined as a public relations term, but advancement in computing, the internet, and Social Media made it primarily an issue of search results.” -Wikipedia
- 35. First Page of Search Results Data by Compete, Jacob Nielsen, Optify Image courtesy InternetReputationManagement.com 85% never get off the first page! Internet Reputation Management
- 36. •Your photo •Spelling •Duplicate names •Style of communication •Damaging info Web Items That Can Be Damaging
- 37. Monitoring Tools • Google Alerts • Social Mention • Klout • Hootsuite
- 38. Own Your Name (Everywhere) .net misspellings with a middle initial, if necessary Find Available Channels www.namevine.com
- 39. Own a Business? Map It http://bit.ly/MasterListDirectories
- 40. Consumers changed their minds about a recommended purchase based solely on negative information they found online. - 2011 Cone Online Influence Trend Tracker 4 out of 5
- 41. • You provide terrible service • You are bad at your job • You are overpriced • They would never return and encourage others not to use your services • Your product is defective What They Will Say About You
- 43. How to Deal with Negativity •How do you deal with it normally? •Listen, respond, react •Your character shines through •All service providers have unhappy customers •Editorial control, settings •Don’t erase negative posts! •Control is only an illusion
- 44. Resources • BethKanter.org • https://www.pinterest.com/kante r/ • PewInternet.org • Hubspot.com • SocialMediaGovernance.com Appreciation – Advocacy - Appeals
- 46. High Ranking Social Media • Facebook Pages • LinkedIn Personal Profiles • Twitter • Google Local/Places • Google + • Directories • Blogs • Pinterest • Slideshare • YouTube
- 47. Action Items • Perform a vanity search • Own your name • Monitor your name • List your org/business • Address negative content • Crisis planning • Create policy • Post your own content
- 48. Social Media = You
- 49. Social Media is SOCIAL It’s About Relationships AND VALUE