proactive reputation management
0 likes244 views
This document summarizes a webinar on proactive reputation management using social media. The webinar covered listening strategically on social media to identify fans and critics, developing response systems, and using engagement to build community and manage organizational reputation. It provided examples like the American Red Cross' response to Hurricane Katrina and strategies nonprofits can use to monitor conversations, respond to issues, and turn critics into allies.
proactive reputation management
- 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
- 6. Monitoring and Managing Organiza&onal Image, including Brand Products Employees
- 7. The Old Way
- 9. Your Brand Isn’t Yours to Control Anymore It’s Everyone’s Brand (and they talk….)
- 11. The Bad:
- 12. And the Ugly: 163 comment reac6ons Story aZer story of bad AA experiences
- 16. You Don’t Want To Miss The Good Stuff
- 17. 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
- 19. And You Need To Know About The Bad Stuff, Too
- 20. Networks are Interlocked. Informa&on Is Easily Shared. Twi=er Facebook The Issue The Image
- 21. Listening is a Strategy Listen to Iden6fy Develop Internal Respond Choose Keywords Systems Measure and Tools
- 22. Keyword Lists (aAract fans ‐ monitor cri&cs) Organiza6on Personnel Brands Compe6tors Compe6tors Misspellings Industry key words Common abbrevia6ons Products Programs
- 24. Google Insights (helps you find relevant searches) http://www.google.com/insights/search/#
- 26. Iden6fy Influencers in your industry
- 27. WHAT WHO WHEN WHY?? WHERE
- 28. 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
- 29. 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
- 30. 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
- 31. Develop Internal Sharing Systems Who Listens How Is It Shared Response System
- 32. Take Measurements Don’t forget to take baseline measurements
- 34. Ac&on Tree Posi6ve Nega6ve Men6ons Men6ons Thank Respond Engage Monitor
- 36. ENGAGEMENT is the Best Prepara&on Be Real Be Social
- 38. “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
- 39. Listening Case Study: American Red Cross Case study credit: Beth Kanter h=p://beth.typepad.com/beths_blog/2008/03/social‐media‐ro.html
- 40. 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.
- 41. Result: Changed external rela6onships, Stepped into social media. Increased volunteerism skyrocketed, sen6ment transparency. Changed internal culture. changed. Listened, Responded, Engaged
- 42. Responding to Cri&que or Crisis Respond QUICKLY
- 43. Admit errors and Don’t engage problems emo6onally Offer direct access and Be Human open communica6on
- 47. If You’ve Built Your Community …it will defend you!
- 49. 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#
- 50. Listening is a Strategy Listen to Iden6fy Develop Internal Respond Choose Keywords Systems Measure and Tools
- 51. Thank You! Debra Askanase, Social Media Sous Chef debra@communityorganizer20.com www.communityorganizer20.com Twi=er: @askdebra Buzz: daskanase
- 52. 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