proactive reputation management
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OurWebinarWillStartSoon.ThankYouForYourPa6ence.
Proac&veReputa&onManagementDebraAskanase,CommunityOrganizer2.0hAp://www.communityorganizer20.com
Special Thanks To Our Sponsors
Proac&veReputa&onManagement
Listening,A=rac6ngFans,andConver6ngCri6cswithSocialMedia
April21,2010
AboutthePresenter
Nonprofit:formerexecu6vedirector,communityorganizer,etc.
Strategicperspec&ve:businessconsultant,campaigndirector,etc.It’sallaboutstrategyforme.
B.A.EmoryUniversityM.B.A.BarIlanUniversity
That’sme!
KeyTakeaways:Strategy,thenEngage
BeingPreparedfortheNega6ve
WheretoListen,HowtoListen
FindingFans!
HowtoTurnCri&queAround
Listening=CommunityBuilding
MonitoringandManagingOrganiza&onalImage,including
Brand
Employees
Products
TheOldWay
TheNewWayisRelevancyandBuildingCommunity
YourBrandIsn’tYourstoControlAnymore
It’sEveryone’sBrand
(andtheytalk….)
There’stheGood:
TheBad:
AndtheUgly:
163commentreac6ons
StoryaZerstoryofbadAAexperiences
WhyDoWeListen?
FindingFans:LivermoreValleyOpera
FindingOpportuni&es
YouDon’tWantToMissTheGoodStuff
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
AndYouNeedToKnowAboutTheBadStuff,Too
TheIssue
TheImage
Twi=er
NetworksareInterlocked.Informa&onIsEasilyShared.
Choo
se
KeywordsandTools D
evelop
InternalSystems Li
sten
to
Iden6fyRespondMeasure
ListeningisaStrategy
KeywordLists(aAractfans‐monitorcri&cs)
Organiza6onBrandsCompe6torsIndustrykeywordsProducts
PersonnelCompe6torsMisspellingsCommonabbrevia6onsPrograms
GoogleKeywordTool
GoogleInsights(helpsyoufindrelevantsearches)
http://www.google.com/insights/search/#
FindFansandCri&cs
Iden6fyInfluencersinyour industry
WHOWHAT
WHERE
WHEN
WHY??
Basic(&Free)ListeningTools
IndexedbyGoogle,GoogleAlerts*:h=p://www.google.com/alerts
TaggedbyDeliciousorFlickr,CreateKeywordRSSfeeds:h=p://www.delicious.com,h=p://www.flickr.com
Cha=erinblogcomments,Backtype:h=p://www.backtype.com/home/alerts
Blogposts/blogs:h=p://www.blogpulse.com/
GoogleBuzz,Buzzzy:h=p://www.buzzzy.com
Basic(&Free)ListeningTools
Twi=eralerts,TweetBeep:h=p://www.tweetbeep.com
MessageBoards,BoardReader:h=p://www.boardreader.com
Twi=ersearch(saved),Twazzup:h=p://www.twazzup.com
Generalsearch,SocialMen&on:h=p://www.socialmen6on.com
GeographicTwi=ersearch:www.tweepz.com
Buyrelateddomainnames
Claimallrelevantsocialmedianames,includingTwi=er!
Startbloggingnow
Websitecontentmustbeshareable
SetupListeningPosts
BePrepared
DevelopInternalSharingSystems
WhoListens
HowIsItShared
ResponseSystem
TakeMeasurements
Don’tforgettotakebaseline
measurements
WhatisYourResponseSystem?
Posi6ve
Men6ons
Thank
Engage
Nega6veMen6ons
Respond
Monitor
Ac&onTree
BePrepared:CreateRapidResponsePlaborms
Createablog
ENGAGEMENTistheBestPrepara&on
BeReal
BeSocial
BuildingCommunity=Proac&veReputa&onManagement
“Listeningrequiresgenuineinterestinwhatthatpersonissayinganda
willingnesstochangeasaresultofwhatwassaid.”
AllisonFine,Momentum
ListeningCaseStudy:AmericanRedCross
Casestudycredit:BethKanterh=p://beth.typepad.com/beths_blog/2008/03/social‐media‐ro.html
HurricaneKatrinahit.Peoplebegantalking.TheARCwasn’tlistening.
Firstreac6on:Defensive
Secondreac6on:Bewheretheyaretalking.Addatransparencylevel.
Createdlisteningsystems.Trackedinfluencers.Documentedconversa6onsandmen6ons.
Listened,Responded,Engaged
Steppedintosocialmedia.Increasedtransparency.Changedinternalculture.
Result:Changedexternalrela6onships,volunteerismskyrocketed,sen6mentchanged.
RespondingtoCri&queorCrisis
RespondQUICKLY
Admiterrorsandproblems
Don’tengageemo6onally
Offerdirectaccessandopencommunica6on
BeHuman
1.GiveWellSlamsNetworkforGood
ThankstoBethKanterforwri6ngaboutthisCaseStudy:h=p://beth.typepad.com/beths_blog/2009/01/roi‐nonprofit‐examples‐of‐how‐listening‐returns‐value.html
Listening:Cri&cTurnaround
NetworkforGoodCommentsonBlogGiveWellRespondstoComments…andwritesanupdatepost
GiveWellRecommendsNetworkforGood!
IfYou’veBuiltYourCommunity
…itwilldefendyou!
CaseStudy3:12for12KDefense
AndDon’tForgetthePowerofYouTube:UnitedBreaksGuitars
h=p://www.youtube.com/watch?v=5YGc4zOqozo&feature=player_embedded#
…and6.5millionviewslater,boy,aren’ttheysorry!
Choo
se
KeywordsandTools D
evelop
InternalSystems Li
sten
to
Iden6fyRespondMeasure
ListeningisaStrategy
ThankYou!
DebraAskanase,SocialMediaSousChefdebra@communityorganizer20.comwww.communityorganizer20.com
Twi=er:@askdebraBuzz:daskanase
Don’tmissourupcomingwebinars!
4/28:Integra6ngSocialMediaIntoOrganiza6onalFunc6ons5/5:ModernizingExecu6veSearchforaNewEconomy
5/12:BuildingDonorLoyalty5/19:StrategicPlanningAsOrganiza6onalDevelopment
Registeratwww.nonprofitwebinars.comEntercode:co2compforthecomplimentarywebinar
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