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Proac&veReputa&onManagementDebraAskanase,CommunityOrganizer2.0hAp://www.communityorganizer20.com

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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

Facebook

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

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