National Safe Place
Webinar
Presented by Jason Falls
Social Media Club Louisville
June 4, 2009
Agenda
•Listening to the Conversations
•Participating in the Conversations
•Creating Conversations on your own Website
t...
It Starts
With Listening
•People are talking about you. Why aren’t you?
•Trusted brands ...
Learning to Listen
• How to find conversations about your brand
• The difference between monitoring and
measurement
• H...
Finding Conversations
Free Monitoring
▪Google Alerts (http://www.google.com/alerts)
▪Twitter Search (http://search...
Google Alerts
Twitter Search
Bloglines Search
Paid Monitoring &
Measurement
Radian6 (http://www.radian6.com)
Scout Labs (http://www.scout...
Radian6
What Am I Looking For?
Actionable (Monitoring)
▪Conversations
▪Mentions (Positive & Negative)
Measuring
▪Number...
Monitoring vs. Measurement
Monitoring is:
Watching and/or listening to conversations in order to
determine course o...
Participating Meaningfully
Respond rapidly (bad and good)
Saying “I don’t know” is good, so long as you find out and re...
Becoming A Trusted Resource
How To Get There
Earn credibility and trust
Ask for permission
Don’t be a broken rec...
Applying Intelligence
Learn to trust your consumers/audience
Gather learnings then do something with them
Champion the ...
It Gets Better With
Pro-Active Participation
•Content is king for a reason.
•Providing relevant content ene...
Content Is King
 Consumers Demand Engagement
 Engaging Content Incites Reaction
 Reaction Becomes Conversation
 ...
Why Do We Care?
Content-Centric Websites Are Updated Frequently
Good Content Is Linked To By Others
Search Engines Scan...
So, How Do We Do It?
Return To Your Marketing Roots
Define Your Product
Define Your Audience
Define Your Comp...
What Content Can We Give
Our Audience?
What do we know? (generally speaking)
What can we give? (pro...
Factors To Consider
“Content” Implies Need For CMS
Search Engines Look For Relevancy
Is is recent?
Do other peop...
Search Marketing
 Paid Search Is An Instigator
 Jump-starts web traffic
 Cost-effective
 N...
Search Marketing
 Use Google’s Tools
 Adwords (Keywords)
 Desktop Client (Free)
 Write Compelling Co...
Keywords
Where To Play
 Google is 80% of search volume
 Yahoo
 MSN/Live/Bing
 MySpace
 Highly Targeted
 Fac...
Don’t Forget
•Listen to the Conversations
•Participate in the Conversations
•Engage Your Website Visitors With Content
...
Let’s Connect
jfalls@doeanderson.com
Twitter: @Jason...
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National Safe Place: Participating in Online Conversations

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 on: Mar 3, 2016
Published in: Technology      Design      
Source: www.slideshare.net


Transcripts - National Safe Place: Participating in Online Conversations

  • 1. National Safe Place Webinar Presented by Jason Falls Social Media Club Louisville June 4, 2009
  • 2. Agenda •Listening to the Conversations •Participating in the Conversations •Creating Conversations on your own Website through Engaging Content •Promoting Your Website Effectively
  • 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. 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. Finding Conversations Free Monitoring ▪Google Alerts (http://www.google.com/alerts) ▪Twitter Search (http://search.twitter.com) (RSS) ▪Technorati (http://www.technorati.com) ▪Bloglines (http://www.bloglines.com) (RSS) ▪Icerocket (http://www.icerocket.com) (RSS) ▪Others (MySpace, Facebook)
  • 6. Google Alerts
  • 7. Twitter Search
  • 8. Bloglines Search
  • 9. Paid Monitoring & Measurement Radian6 (http://www.radian6.com) Scout Labs (http://www.scoutlabs.com) Evolve24 (http://www.evolve24.com) Techrigy (http://www.techrigy.com) Vibemetrix (http://www.vibemetrix.com) BrandWatch (http://www.brandwatch.net) K.D. Paine & Partners (http://www.kdpaine.com) Nielsen Online (http://www.nielsen-online.com) Cymfony (http://www.cymfony.com) Collective Intellect (http://www.collectiveintellect.com) MotiveQuest (http://www.motivequest.com)
  • 10. Radian6
  • 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. 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. 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. 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. 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. 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. Content Is King  Consumers Demand Engagement  Engaging Content Incites Reaction  Reaction Becomes Conversation  Website Becomes Living, Breathing Being
  • 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. 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. 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. 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. Search Marketing  Paid Search Is An Instigator  Jump-starts web traffic  Cost-effective  No minimum  Highly Targeted  Supplements Organic Search
  • 23. Search Marketing  Use Google’s Tools  Adwords (Keywords)  Desktop Client (Free)  Write Compelling Copy  Target  Geography  Time of Day  Keywords
  • 24. Keywords
  • 25. Where To Play  Google is 80% of search volume  Yahoo  MSN/Live/Bing  MySpace  Highly Targeted  Facebook  Social Ads  Highly Targeted
  • 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. Let’s Connect jfalls@doeanderson.com Twitter: @JasonFalls O: 502.815.3257 Jason Falls www.smclouisville.org VP, Director of Interactive & On-Line Communications Doe-Anderson www.socialmediaexplorer.com Louisville, Ky.

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