locating and participating in the online conversations that matter
DESCRIPTION
This presentation will give you the skills necessary to find and participate in online conversations about your products, your industry and your competition quickly and easily. You will will take away key techniques for monitoring online chatter and deciding when and how to chime in. The presentation will cover key technologies and techniques for blog monitoring with RSS, engaging on social networks like Facebook, and participating on microblogging networks like Twitter.TRANSCRIPT
Locating and Participating in the Online Conversations that Matter
a PRWebinar with Teresa Valdez KleinFebruary 19-20, 2008
Conversations
Finding Them✦ Keyword Monitoring via RSS (Google,
Technorati)
✦ Keyword monitoring via RSS on social news sites and social bookmarking sites (Digg, Del.icio.us)
✦ Subscribing to general, category-specific, and comment RSS feeds from key blogs in your space.
Monitoring Them✦ If you find a particularly interesting piece of
content, be sure to subscribe to the RSS feed of comments, if one is available.
✦ Subscribe to an RSS feed of all the responses - posts and sites that link to the article - from Technorati.
✦ Use Firefox plugin Update Scanner to monitor comments if no RSS feed is available.
But what about non-blog conversations?
Channels
Blog Posts
Chunks of Content
Blog Post
Facebook Note
Facebook News Feed
Outsource Keyword
Monitoring
Look at People Instead
Old “A-List” Model
✦ Make a list of key bloggers and pitch them.
✦ Hope that by reaching a few key influencers, you can start a word-of-mouth epidemic.
✦ Still top-down, command and control.
Everyone is Influential
Everyone is A-List
✦ Read “Is the Tipping Point Toast?” in Fast Company.
✦ Assuming that that everyone is influential means that you need to have a conversation with as many of the influencers as possible.
So,What’s the A-List Good For?
Follow Them!
✦ Google Reader Shared Items
✦ Digg
Andru Edwards
Participating
Simple Rules
✦ Transparency - never hide who you are or who you work for
✦ Make friends - e.g. on Twitter, Tweet at people when they mention anything you find interesting, not just when they mention your product
✦ Connect across platforms
Community
Recap
✦ Use RSS feeds from blog search to monitor for certain keywords.
✦ Use Update Scanner to monitor for updates to pages that don’t use RSS.
✦ Use social media tools to keep track of what the A-listers in your space are paying attention to.
✦ Participate in the relevant conversations transparently, personably and across platforms.