Paull Young's presentation at the Ragan 'Corporate Reputation and Social Media' Conference in Chicago 9 September 2009

1. Converseon Social Media Approach to Reputation Presented by: Paull Young Social Media Strategist @paullyoung @converseon

8. Getting from Here to There…

10. The Blueprint for Effective Social Media Engagement… A Best Practice Approach to Joining the Conversation

12. Listening at the Core . Conversation Mining is an enterprise solution designed to have the ability to extend across many disciplines. Media Research and BI Customer Service Public Relations Digital Communication Measurement Engagement Effectiveness Planning Search Display Creative Outreach Audience Brand Product Listening Platform

13. Real Brand Examples

14. Established 1878 Myth 1: Social Media is Just for Geeks

15. Yarncraft Podcast & Lion Brand Notebook

16. Social Media users convert at a higher rate than most other sources Social Media users are 83% more likely to be very brand loyal than people who don’t use social media

18. Conversation Mining Data

19. Word cloud for “United Breaks Guitars” Keywords associated with United’s Employees and Service including: flight, service, baggage claim, payment Keywords associated with the video including: artist’s name, social media venues, views, production

20. Social Media Impacts Search Funnily enough, somewhere around the millionth YouTube hit, United underwent a miraculous change of heart and offered not only to make Dave Carroll whole but to re-imagine its customer-service apparatus.” -Advertising Age “

21. Last Week: WWF, DDB & 9-11

22. Myth 3: Nobody Trusts a Random Blogger A reader identifying themselves as ‘Tonya’ working out of Detroit has offered her perspective in the situation. It's enlightening to hear about Spirit's inability to handle call volume from the other side. On the same token, she explains some of the things that are out of their control. Keep up the stories and the comments -- we're now third on Google when searching for Spirit Airlines. It's only a matter of time before someone on the corporate level checks in to see what their policies are doing to their airline.” “

24. Myth 4: People Just Complain Online

25. Graco: Expanding Advocacy & Positivity Conversation Mining results showed: The volume of the online conversation for the Graco Brand nearly doubled The polarity of online mentions rose from 68% positive in 2007 to 83% positive in 2008 Amongst this shift, 100% of posts sparked by proactive outreach have been positive A significant increase in positive recommendations/ reviews - this desirable topic became the most common discussion for the Graco brand

26. “ Another company getting it right- Graco . I’ve chatting with Lindsay on Twitter, watched as they crafted a MOMblog that actually is written by Moms about things Moms write about. It’s not just product discussion. I’m thrilled to say the Graco blog, it’s bloggers, and the other people involved in the effort are part of our community. That’s right, they did it-we gave them the secret handshake and everything. Why? They’ve engaged bloggers in conversations, events, and they kept it REAL.” - Queen of Spain Success Stories “ As a (relatively) new parent, the Graco brand certainly has made a footprint in our household. Through a new Twitter friend, I found out about the new(ish) Graco blog . As a corporate blog, this is one of the best I’ve seen yet. That’s pretty impressive considering the role the Graco Legal Department probably played in this launch, and ongoing maintenance! Here’s a few reasons why Graco is rocking this blog…” - Community Guy, Jake McKee

27. Thank You Presented by: Paull Young Social Media Strategist @paullyoung @converseon [email_address] 212-213-4297 x313