Jonathan Waddingham, JustGiving and Vikki Chowney, Reputation Online

1. What are people saying
about you?
Vikki Chowney
Editor
Reputation Online
Jonathan Waddingham
Product Manager
JustGiving

2. Listening to what people are saying about you online
is vital for engagement and for protecting your
reputation. But with constant real-time interactions
happening across a plethora of channels, where do
you start?
This session will show you some manageable, cost-
effective ways to listen and respond to what people
are saying about you online.

3. Listening is always step 1 when it comes
to putting a plan into action.

4. Listening, monitoring, and reporting are obligatory cogs
in the social media machine.
Gathering intelligence to inspire meaningful and
actionable social programs is, on the other hand,
priceless.
Brian Solis, 2010 in VentureBeat

5. While many organisations monitor conversations
related to keywords or respond simply to those
who invite participation, the real potential of social
media runs far deeper.
This is the chance to leapfrog conversations by
learning what it takes to lead them and then
embodying the position you wish to gain.

8. 1. Your employees.

9. The solution?
Maybe they’re unsure of what they should or
shouldn’t say?
Create guidelines and educate.

10. 2. Those who disagree with what you’re doing.

11. The solution?
Maybe they don’t know the full story?
Create an online hub of information.

12. 3. Those who misunderstand what you’re doing.

13. The solution?
Maybe you’re not communicating properly?
Reach out to them publicly.

14. No matter what, it’s important to address any
negative response, but also remember that you
can’t change everything.

15. 1.

16. 1. One person/team should monitor what the outside world
is saying
2. Another person/team should get news out via the
quickest channels available
3. Clearing what you want to say publicly with the
lawyers/internally is always more time-consuming than the
comms team thinks it should be – so get the teams
physically close to each other to speed things up
4. A news vacuum in a crisis will be filled with
unsubstantiated speculation – which you want to avoid (see
steps 1 – 3).

18. Forrester’s “hub and spoke” model for social media
management bears an uncanny resemblance to a
textbook crisis comms team – with people from
customer service, PR, corporate comms, legal, HR,
marketing and operations all represented.

19. 1. Do you have a blog template and subdomain ready to add on to your own
site – with a very accessible CMS ready for real-time updates where people
are most likely to look?
2. Do you own your own social media channels and have all those logins to
hand, so that the crisis team can instantly commandeer all the channels
available to decide which are the best to use?
3. Do you know how to stop all other commercial, especially social media,
communications?
4. Do you have people in the core team who can use social media effectively?
Chris Reed, Managing Partner, Brew

21. http://www.flickr.com/photos/stacya/3436705609

22. How to listen
Google alerts
Your
Toolkit
Backtype alerts
Tweetscan
Technorati search
Delicious search
Flickr search

23. Monitoring sites
http://addictomatic.com

24. Monitoring sites
http://www.samepoint.com

25. Monitoring sites
http://socialmention.com

26. Keeping track of Twitter activity
http://cotweet.com/

27. Keeping track of Twitter activity
http://hootsuite.com

28. Measure, measure, measure
www.flickr.com/photos/the-g-uk/3867089043

29. Measurement on Facebook (insights)
http://www.facebook.com/insights

30. Measurement on Facebook (insights)
http://www.facebook.com/insights

31. Measurement on social media
https://analytics.postrank.com/
http://viralheat.com/
http://bit.ly/

32. Postrank is great for blogs
https://analytics.postrank.com/

33. Postrank is great for blogs

34. Postrank is great for blogs

35. Measurement – using ViralHeat
http://viralheat.com/

36. Measurement – using ViralHeat
http://viralheat.com/

37. Measurement on Twitter
http://bit.ly/info/SMguide

38. Measurement on Twitter
http://tweetreach.com

39. Enterprise monitoring..
http://www.radian6.com/
http://www.meltwater.com
http://www.scoutlabs.com/

40. Listening dashboard

41. 7 golden rules for listening online
1. Set up your listening toolkit
2. Make sure you have time to listen
3. Make sure you have time to respond
4. Take a deep breath before responding to criticism, be thick skinned
5. Welcome constructive criticism and be open
6. Be friendly and authentic when you reply
7. Measure the effectiveness of your comms

42. Carry on the conversation...
Jonathan Waddingham Vikki Chowney
jonathan@justgiving.com vikki.chowney@centaur.co.uk
@jon_bedford @vikkichowney
http://blog.justgiving.com http://vikkichowney.com
slideshare.net/jwaddingham http://reputationonline.co.uk/