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
Transcripts - National Safe Place: Participating in Online Conversations
National Safe Place
Presented by Jason Falls
Social Media Club Louisville
June 4, 2009
•Listening to the Conversations
•Participating in the Conversations
•Creating Conversations on your own Website
through Engaging Content
•Promoting Your Website Effectively
•People are talking about you. Why aren’t you?
•Trusted brands can ask questions and expect answers.
•Enthusiastic fans will market for you.
Learning to Listen
• How to find conversations about your brand
• The difference between monitoring and
• How to participate/respond meaningfully
• How to mine information for the company good
• How to apply audience intelligence across the
▪Google Alerts (http://www.google.com/alerts)
▪Twitter Search (http://search.twitter.com) (RSS)
▪Bloglines (http://www.bloglines.com) (RSS)
▪Icerocket (http://www.icerocket.com) (RSS)
▪Others (MySpace, Facebook)
Paid Monitoring &
Scout Labs (http://www.scoutlabs.com)
K.D. Paine & Partners (http://www.kdpaine.com)
Nielsen Online (http://www.nielsen-online.com)
Collective Intellect (http://www.collectiveintellect.com)
What Am I Looking For?
▪Mentions (Positive & Negative)
▪Number of conversations/mentions
▪Sentiment & Tone
▪Influencers (Comments, Subscribers, Audience)
Monitoring vs. Measurement
Watching and/or listening to conversations in order to
determine course of action
Quantifying or qualifying conversations to establish
success, failure or comparison
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
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.”
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
It Gets Better With
•Content is king for a reason.
•Providing relevant content energizes your fans.
•Energetic fans will market for you.
Content Is King
Consumers Demand Engagement
Engaging Content Incites Reaction
Reaction Becomes Conversation
Website Becomes Living, Breathing Being
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?
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
What Content Can We Give
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?
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
Paid Search Is An Instigator
Jump-starts web traffic
Supplements Organic Search
Use Google’s Tools
Desktop Client (Free)
Write Compelling Copy
Time of Day
Where To Play
Google is 80% of search volume
•Listen to the Conversations
•Participate in the Conversations
•Engage Your Website Visitors With Content
•Jump-Start Your Website Traffic
Jason Falls www.smclouisville.org
VP, Director of Interactive
& On-Line Communications