Tom Stables and Nathaniel Cassidy's talk about online reputation, personal branding and digital personas. As delivered at the first Preston Social.

1. what the web is
saying about you
(and how to listen to it)

2. Nathaniel Cassidy
lives, beer, s unglasses,
“I like: o usic, sticky
reading , hats, dance m
udding, Soph ie and being
toffee p
loud”
@duchessofgrange
@nwcassidy

3. Tom Stables
Creative thinker. Actual
designer. Real lecturer.
Habitual writer. Occasional
blogger. Web & graphic do-
er. Social media fiend/friend.
Frequently bearded.
@tomstables

4. 175m
registered Twitter users

5. 370k
new sign ups to Twitter every day

6. 95m
The amount of tweets sent daily
(and there have been more than 10 billion tweets sent so far)
(and how many of these are shared customer experiences?)

7. 600m
search queries on Twitter every day
Are they finding you or your competition?

9. If Facebook were a country...
it would be the 3rd most
populated in the world
(just ahead of the US)
Though around
70% of Facebook
users are outside
the United States

10. People spend over 700 billion minutes per month here
There are over 900 million pages, groups, events and
community pages that people interact with
Average user creates 90 pieces of content each month
(which contributes to the 30 billion things shared each month)

11. 90 MILLION users on LinkedIn
(growing at a rate of one new member every second)

12. 2 BILLION PEOPLE
SEARCHES IN 2010

13. At just two years old,
foursquare:
has 6,000,000 users
adds 15,000 news
users daily
has almost 1,000,000
check-ins daily
(it grew 3400% last year)

14. facebook care enough to have
launched facebook places and
facebook deals

15. 2 billion videos watched per
day on YouTube
35 hours of video uploaded to
YouTube every minute
2+ billion videos watched per
month on Facebook
20 million videos uploaded to
Facebook per month

16. 5 billion photos hosted by
Flickr
3000+ photos uploaded per
minute to Flickr
3+ billion photos uploaded per
month to Facebook
36 billion photos uploaded to
Facebook this year

17. 152 million blogs

18. so social media...
...is a conversation you really
shouldn’t be missing out on

19. And it’s going on
with or without you.

20. Who Cares?
* 63% are using social networks, to conduct background checks on
candidate
* 41% of UK HR managers had turned an applicant down simply
because of their online profile
* 20% of company managers checked out job applicants on Facebook
or other social networking sites.
* Over 30% of them found content that led them to reject a candidate
The survey by CareerBuilder.com found that one turnoff for potential employers is pictures
of the applicants drinking or using drugs. Managers also checked whether applicants bad-
mouthed a former employer or co-worker.

21. Who Cares?
63% of employers are using social networks, to conduct background
checks on candidate
20% of company managers checked out job applicants on Facebook
or other social networking sites.
Over 30% of them found content that led them to reject a candidate
14% of Australians between the ages of 18 and 25 said they’d consider
changing their name to escape their digital footprint

24. “idiots... cheap
little bastards”
Marks and Spencer staff on their customers

26. “smelly and
annoying”
British Airways staff on their customers

27. “you will see that EVERYONE loves us!! The only
people that don’t is our competition”
“As for you having the Patio all to yourself ... it
is summertime in ARIZONA MORON!!! Only
TRAMPS and LOSERS want to sit outside in 110
temperatures!!!!
“Do US a favor and keep your ugly face and you
ugly opinions to yourself and go back to the
restaurant that you really work at!”
Online response from cafe owner to popular
food blogger

29. the ones to watch out for
Squatted usernames // Squatted domains //
Doppelgangers // Job changes // Name changes
// Negative comments // False information //
Fake profiles // Trademark infringement // Bad
news coverage // Legal documents // Complaint
sites // Competitor attacks // Hate sites // Personal
scandals // Corporate scandals // Industry
perceptions // Ex-employees

30. YOU
DO
NOT
OWN
YOUR
REPUTATION

31. personas

32. Facebook Pages

34. Listen
www.google.com/alerts

35. Listen
www.socialmention.com

36. Claim
www.namechk.com

37. Manage
www.google.com/dashboard

38. Manage
your friends
* Filter who can see what: you can apply particular privacy settings
to your friend lists
* You are able to add the same person to multiple lists
* A good starting point is to have Friends, Family and Professional
lists.
* Also useful for popular people and for organising friends (high
school friends, uni friends etc)

39. as t to
adc eople
Bro fic p
sp eci
from ople
ide c pe
H
spe cifi

40. Flaming
Flaming is hostile and insulting interaction
between Internet users. It’s usually angry or
mean-spirited. It insults, provokes,
Trolls
Trolls regularly post personal attacks and
flame. They usally have little interest in
leasrning the topic at hand and deliberately
annoy others.

41. the places to watch
your own sites // other web content // industry
news // social bookmarking // social networks //
competitor and stakeholder profiles // multimedia
content // forums // reviews // your own analytics

42. comments are conversations
ready yourse
lf for criticism

43. Listen. Engage. Measure

44. [questions?]
Find: www.socialsubversion.co.uk
Follow: www.twitter.com/duchessofgrange
www.twitter.com/tomstables
Hashtag: #socsub
Friend: www.facebook.com/socialsubversion
Email: tomandnat@socialsubversion.co.uk