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Social Reputation:Managing your Online Presence<br />What Online Impressions are You Creating for Yourself and Your Company?<br />Worksheet<br />1<br />

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Presented by: Viveka von Rosen<br /><ul><li>Successful entrepreneur, a nationally renowned IA Certified LinkedIn expert & trainer.

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Founder of LinkedIntoBusiness and Smart Blonde Media

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SM Master for ABCN, Senior Partner at LinkedStrategies.com Principal Social Media Consultant for Servana.com, Trainer for LCWC, Certified Social Media and International Social Media.

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Strongly believes that giving is a best business practice and is passionate about meeting new people and supporting them in their passions and purpose. </li></ul>Mission Statement: Linking people to their potential using social media strategies.<br />Contact Information:<br />viveka@LinkedIntoBusiness.com<br />vivekavr@gmail.com<br />www.linkedin.com/in/LinkedInExpert<br />www.twitter.com/LinkedInExpert<br />www.facebook.com/linkedinexperttraining<br />www.linkedintobusiness.com<br />970-481-8916<br />Presentation: http://www.slideshare.net/LinkedInExpert/social-reputation-united-way <br />2<br />© Copyright Linked Into Business - All Rights Reserved<br />

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Learning Objectives<br />What is Social Media and Isn’t It a Fad?<br />Common Misperceptions of Social Media<br />Social Media Demands<br />Who does Google Say You Are?<br />Social Reputation – Who’s in Control?<br />Getting Started (or Cleaning Up)<br />Branding – Who are You?<br />Best Practices<br />Monitoring Tools<br />3<br />3<br />© Copyright Linked Into Business - All Rights Reserved<br />

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What is Social Media?<br /><ul><li>User generated content that widens your sphere of connections and influence.

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A free tool allowing you to provide, share and receive information with a targeted audience OR the world.

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An engagement with online communities to generate exposure, and the opportunity to position yourself or your company.</li></ul>Janna Anderson of Pew Research writes:<br />The social benefits of internet use will far outweigh the negatives over the next decade….email, social networks, and other online tools offer ‘low-friction’ opportunities to create, enhance, and rediscover social ties that make a difference in people’s lives….The internet lowers traditional communications constraints of cost, geography, and time; and it supports the type of open information sharing that brings people together. <br />i.e. IT’S CHEAP AND EASY!<br />4<br />© Copyright Linked Into Business - All Rights Reserved<br />

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Social Media Misperceptions<br />Twitter (is a waste of time)<br />Facebook (is only for friends and family)<br />LinkedIn (is for professionals or B2B or jobseekers only)<br />Other? (I just don’t have the time)<br />Key Factors of Social Media Growth<br />Desire for Connection<br />Need to be heard<br />Quest for authenticity<br />Ease of use & low barriers to entry (Free! )<br />Social contact for the introvert<br />Access to INFO <br />Job search potential <br />5<br />© Copyright Linked Into Business - All Rights Reserved<br />

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Social Media Strategy:<br /><ul><li>Create Connections

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Create Relationships

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Create Trust

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Create Community Exposure</li></ul>Social Media Demands<br />Transparency<br />Immediacy<br />Commitment<br />Relationships<br />Authenticity<br />Integrity<br />Social Reputation: What you say about yourself, and what others say about you.<br />You can’t bury your head in the sand anymore. <br />Even if you are not ON Social Media – you (or NPO) is showing up IN Social Media<br />“As information shrinks our world, it will become easier for one’s misdeeds to return to them or for outbursts of regrettable behavior to be reported and shared…For better or worse, technology makes the citizenry its own Big Brother. Some will welcome this as transparency; others will feel oppressed.”<br /> -Stuart Schechter, a researcher for Microsoft<br />© Copyright Linked Into Business - All Rights Reserved<br />

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Social Media ROI<br /><ul><li>Over 300,000 businesses have a presence on Facebook and roughly a 1/3 of these are small businesses.

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Gary Vaynerchuk grew his family business from $4 million to $50 million using social media.

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Wetpaint/Altimeter Study found companies that engage in social media significantly surpass their peers in both revenues and profis.

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Lenovo was able to achieve cost savings by a 20% reduction in call center activity as customers go to community website for answers

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BlendTec increased its sales 5x by running the often humorous “Will it Blend” Videos on YouTube

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Dell sold $3,000,000 worth of computers on Twitter

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“You can’t just say it. You have to get the people to say it to each other,” says James Farley, CMO Ford.

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Naked Pizza set a one day sales record using social media - 68% of their sales came from people “calling in from Twitter.”

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Tweets for a Cause sent out a tweet from Atlanta to encourage support of Susan G. Komen for the Cure. As a result of retweets from such notables as @mashable, @G_man, @zaibatsu and others, the Atlanta Chapter site received 11,000 visitors in 24 hours

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During Barack Obama’s rise to the White House, he garnered 5 million fans on social media and 5.4 million clicked on an “I voted for Obama” Facebook button. Most importantly this resulted in three million online donors contributing $500 million in fundraising. An astounding 92% of the donations were in increments of less than $100.

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The University of Texas MD Anderson Cancer Center witnessed a 9.5% increase in registrations by using social media.

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71% of companies plan to increase investments in social media by an average of 40% because: a) Low Cost Marketing b) Getting Traction c) We Have To Do It</li></ul> -SocialNomics.com Social Media ROI<br />7<br />

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According to Chris Perry of Career Rocketeer:<br />In order to manage your online reputation, you need to create an online presence, and here are the first steps:<br /><ul><li>If you have a Facebook profile, make it look neat and tidy, or restrict access to it. Make sure that your friends, in the case their profiles are publicly visible, don’t publish embarrassing pictures or videos of you.

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Make sure you delete any pictures, videos and or articles online that might give a wrong impression of you. Even if it is simply a bad review on Ebay, make sure to leave a reply telling your part of the story. This is reputation management. Every company should do it, and you should do it too. The internet is huge and you cannot control what people write about you. But you can find the articles and make a comment on them.

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On networking sites like LinkedIn, point out your key areas of expertise. Think of LinkedIn as your online CV with recommendations from your contacts. If you get recommendations, make sure that they are from people you trust and that have something valuable to say about you.

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Twitter is another great tool where you can get some attention, but is also a tool which allows for real time search. That means that if you are writing about how “bad your boss is” or “how boring your job is,” you could be in big trouble. Twitter is so visible and the constant number of updates make it rank very highly. So think twice before publishing anything there</li></ul>8<br />

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Getting Started: Your “Social Story”<br />Branding<br />What is my role in my charity? (Volunteer, Advocate, Employee)<br />What is the “Brand” my charity is portraying? United Way improves lives by mobilizing the caring power of communities around the world to advance the common good. <br />Recommended Usernames<br />I recommend volunteers use their own names or a version of their name:<br />“JohnSmith” _______________________________________________<br />You might suggest volunteer’s adopt a username that indicated their charity: “JohnAtUnitedWay” ___________________________________<br />Keywords<br />What keywords descriptors can you use? Volunteer, Board or Directors, Copywriter, trainer, etc. _______________________________________<br />What Describes your Company? Charity, Education, Mobilizing, Financial Security, Public Outreach, Volunteer, ____________________________<br /> ___________________________________________________________<br />© Copyright Linked Into Business - All Rights Reserved<br />

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Content and Policy<br />Do you already have content?<br />YES: Where can you repurpose it?<br />NO: Who will create it? <br /> Consider a ”Style Sheet.<br />Logos<br />Keywords<br />Preferred Landing Pages<br />Other Social Media Site URL’s<br />Approved contact information<br />________________________<br />________________________<br />________________________<br />________________________<br />________________________<br />Do you already have a Volunteer Policy?<br />YES: Where can it translate?<br /><ul><li>What can you share?

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Who can you share it with?

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Who handles Customer Service?

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How personal can you be in communications?

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“Professional’ code

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What happens when you break policy?

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________________________

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________________________

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________________________

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________________________

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________________________</li></ul>© Copyright Linked Into Business - All Rights Reserved<br />

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Where Should You Play?<br />Where are you already?<br />Have you polled your volunteers?<br />Are they using social media?<br />Where are they<br />Where is your audience?<br />Have you polled your audience (email, survey monkey, newsletter)<br />Are they on LinkedIn, Twitter, Facebook, YouTube?<br />Are they your fans?<br />Are they interacting?<br />What best suits your content?<br />Are you sharing videos and photos<br />Are you engaging your audience<br />Outbound or inbound focused?<br />What can you do to engage your audience?<br />___________________________________________________________<br />___________________________________________________________<br />11<br />© Copyright Linked Into Business - All Rights Reserved<br />

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Monitor: What Others are Saying<br />According to Trackur.com, this is what you should be tracking to monitor your Social Reputation:<br />1. Your Personal Name: Whether you’re a volunteer, advocate or employee, you should monitor any media mentions of your own name. An extra tip, monitor your social networking usernames too: monitoring “andybeal” would likely not include mentions of “andybeal.”<br />2. Your Company (Charity) Name: Monitor your company name, but also monitor any likely misspellings or legacy company names. For example, United Way, but also “UnitedWay:, “UWC” etc<br />3. Your Product Brands: You may not be able to keep track of all your services and events, but you should track the ones that are the most vital to your business.<br />4. Your ED (and other execs): You should monitor all possible iterations of the ED’s name, so you can be the first to know when there might be a kudo or catastrophe looming.<br />5. Your Marketing Message: “So easy even a caveman can do it?” “Just do it!” What if those campaign slogans were accompanied by “sucks” or “I’ll never buy from them again?” Monitoring your marketing campaigns will help you understand if your message is getting across, and what your customers have to say about it.<br />

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More to Monitor:<br />6. Your Competition: Surely you’d find value in knowing your biggest competitor just got the jump on you. <br />7. Your Industry: If you keep a watchful eye on industry trends, you can spot opportunities and potential disasters. <br />8. Your Known Weaknesses: Your brand has a weakness. If that’s a shock to you, I apologize for being the bearer of bad news. Still, it’s better I tell you now, than a customer tell the New York Times. <br />9. Your Business Partners: If you’re Boeing wouldn’t you want to know if one of your airline customers just declared bankruptcy? How does that effect your quarterly sales numbers? Identify your key business partners and make sure you know what’s happening to their business.<br />11. Your Clients’ News: Monitor the news for your clients and then send them a note to congratulate them on their accomplishments–or maybe “watch their back” if you see trouble brewing. Your retention rate will go way up! <br />12. Your Intellectual Property: If you invested the time–and expense–to register a trademark or copyright your work, shouldn’t you make sure it’s not being infringed upon? Apart from enforcing trademark infringements, you should also make sure there aren’t any cases of mistaken identity. <br />13<br />

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Monitor: Tools<br />Google Blog Search – This is a Google beta search engine for blogs.<br />Technorati – Technorati is the leading blog search engine indexing millions of blog posts in real time. It also tracks the authority, influence and popularity of blogs.<br />TweetBeep – This tool provides hourly Twitter alerts sent via e-mail. You can specify keywords, people and links to track.<br />Google Alerts – Your keyword search results are sent via e-mail for keyword mentions in news, web, blogs, video and groups categories.<br />BoardTracker – This tool searches discussion boards and forum threads for your specified keywords. You can also sign up for e-mail alerts.<br />MonitorThis – MonitorThis is a search aggregator for up to 26 search engine feeds.<br />Naymz – A social network focused on reputation, personal branding, and identity verification. Basic version is free.<br />Purewire Trust – An online portal that helps people verify reputation information about themselves <br />Social Mention - A web search tool that emails you every time your keywords are mentioned.<br />Twitter Grader - A Hubspot “Grader” tool that lets you know how you are doing in Twitter locally and nationally (also Blog.grader.com and facebook.grader.com and webstie.grader.com)<br />14<br />

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Best Practices<br />A little bit every day<br />Do good<br />Share<br />Help someone out<br />Entertain and engage<br />Build relationships<br />Moniter<br />Rinse and Repeat (Rinse away what doesn’t work, repeat what does)<br />Tips:<br />Act fast!<br />Keep everyone you know in the loop<br />Don’t count anyone out as unuseful – be open to new contacts<br />Confirm your privacy settings<br />Engage your employees<br />Have a Social Media Policy<br />Have a Social Media “Style Sheet”<br />Don’t<br />Post photos that you wouldn’t want a donor or ED to see<br />Post company business (good or bad) and inappropriate information about your current or former employer / employees / clients<br />Post the stupid stuff you do at work (eg: goofing off, playing games, flirting)<br />© Copyright Linked Into Business - All Rights Reserved<br />