Conversations about your brand are happening every day on social media. You may hear what your audience has to say, but are you truly listening? Social media influencers Jay Baer, Jeff Bullas, Mark Schaefer, Neal Schaffer and Scott Stratten come together to share how to listen to competitors, influencers, prospects, customers and employees.

1. From Competitors to Customers
Practice LiSTENING

2. • Everyone says “Listen” but what does that
mean, really?
– To whom should you listen?
– Where?
– How?
– Why?
– With what?
2
Why This Webinar?

3. 3
An All-Star Webinar
#CisionWebinar

4. • Yes, we’ll record it
• Yes, you can ask questions (use
questions in the control panel)
• Yes, there is a hashtag. #CisionWebinar
• Yes, the elusive Scott Stratten is
actually here
• Yes, Jeff Bullas is from Australia
4
Housekeeping
#CisionWebinar

5. LiSTEN to Competitors:
How to Spy on Your Competition & Steal
Their Secrets
5 #CisionWebinar

6. Jeff Bullas – JeffBullas.com
6
• Digital strategies and blogger at
jeffbullas.com
• 5 million visitors a year to blog
• Top 10 Forbes social media influencer
• Speaker and best-selling author
• Ranked #1 content marketing influencer
@JeffBullas #CisionWebinar

7. Listen to Your Competitors
7
“Your competitor is no
longer just your local
corner store”
@JeffBullas #CisionWebinar

8. • Competition is global
8
Listen to Your Competitors
@JeffBullas #CisionWebinar

9. • Competition is digital
9
Listen to Your Competitors
@JeffBullas #CisionWebinar

10. Competition is growing and huge!
• 1 billion websites
• 2 billion smart phones
• 3 billion more Internet users
10
Your Competition is Global
@JeffBullas #CisionWebinar

11. Listen to Your Competitors
11
How do you innovate
in a digital world?
@JeffBullas #CisionWebinar

12. Step 1:
• Google your competitors
12
Listen to Your Competitors
@JeffBullas #CisionWebinar

13. Step 2:
• Crawl your competitors’ social networks
13
Listen to Your Competitors
@JeffBullas #CisionWebinar

14. Step 3:
• Check out the innovators
14
Listen to Your Competitors
@JeffBullas #CisionWebinar

15. Listen to Your Competitors
15
How do you innovate
in a digital world?
@JeffBullas #CisionWebinar

16. “We have always been shameless about
stealing great ideas.” – Steve Jobs
16
Listen to Your Competitors
@JeffBullas #CisionWebinar

17. Movoto’s keys to innovative success:
• Clarity on the goals
• Keep the endgame in mind
• Hustled and pitched their content
• Modeled the innovators
17
Listen to Your Competitors
@JeffBullas #CisionWebinar

18. Movoto’s keys to innovative success:
• Implemented viral marketing tactics
• Optimized
– Click through rates
– Sharing
– Search
18
Listen to Your Competitors
@JeffBullas #CisionWebinar

19. Wrapping it up
• Think global
• Model the best in your industry
• Innovate from the outside
19
Listen to Your Competitors
@JeffBullas #CisionWebinar

20. LiSTEN to Influencers:
Borrowing Trust – The Surprising New
Marketing Role of Citizen Influencers
20 #CisionWebinar

21. • Marketing faculty, Rutgers University
• Consults to leading organizations such as
Adidas, Johnson & Johnson, and the
US Air Force
• Top marketing blog {grow} and podcast –
The Marketing Companion
• Author of five marketing books used as
texts in more than 50 universities
21
Mark Schaefer – BusinessesGrow.com
@MarkWSchaefer #CisionWebinar

22. content
audience
@MarkWSchaefer #CisionWebinar

23. ignition

24. content
audience
ignition

25. The Marketing Journey
25

26. Milestones on The Journey
26

27. Celebrity
AdvocateInfluencer
@MarkWSchaefer #CisionWebinar

28. Celebrity
AdvocateInfluencer
CELEBRITY
Influence based on “being known”
No content necessary
Enormous “pipeline”
Endorsement is purchased
No brand engagement
Risky
Goal: “Image”
@MarkWSchaefer #CisionWebinar

29. Celebrity
AdvocateInfluencer
INFLUENCER
Influence based on content
Content may be sponsored (purchased)
Large “pipeline”
Limited brand engagement
Goal “Awareness”
@MarkWSchaefer #CisionWebinar

30. Celebrity
AdvocateInfluencer
ADVOCATE
Influence based on expertise
Targeted “pipeline”
Passionate, authentic content
High brand engagement
Goal “Drive Sales”
@MarkWSchaefer #CisionWebinar

31. • Information density
• Speed of business
• Rise of the Citizen Influencer
• Focus on ignition
31
Increasing importance of influence
@MarkWSchaefer #CisionWebinar

32. LiSTEN to Prospects:
How to Generate Leads from
Social Conversations
32 #CisionWebinar

33. • Speaker, Consultant, Author
• Spoken on social media on 4 continents
• Teach as part of Rutgers Business School
Mini-Social Media MBA Program
• Co-Founder of the Social Tools Summit
• Founder of the Social Media Center of
Excellence
33
Neal Schaffer – MaximizeYourSocial.com
@NealSchaffer #CisionWebinar

34. How Listening Translates to $$$
34
9:15 a.m.
“Our highly trained techs can
help you make an objective
decision. Give me a call.”
9:00 a.m.
“shoretel or avaya? Time for a
new phone system very soon”
13 days later
“We just closed the deal.”
= $250,000
@NealSchaffer #CisionWebinar

35. Companies Need to Listen Intelligently
35
Only 9.16% of
tweets mentioning
companies start
with the @
@NealSchaffer #CisionWebinar

36. • Your company name
• Your product or service brand name (if different)
• Your competitor’s company name
• Your competitor’s product or service brand
name (if different)
• Keywords that describe your product or service
• Common misspellings of any of the above
36
Unique Triggers for Lead Generation
@NealSchaffer #CisionWebinar

37. No Two Social Networks are Alike
37
User/Company Profiles User Accounts
@NealSchaffer #CisionWebinar

38. Take Advantage of Social Signals
38 @NealSchaffer #CisionWebinar

39. Don’t Exploit Social Signals
39
“Social Media: New Tools,
Old Rules.”
– Neal Schaffer
@NealSchaffer #CisionWebinar

40. Do You Have a System to Manage
the Chaos?
40
"If you can't describe what you are
doing as a process, you don't know
what you're doing.” - Edwards
Deming
@NealSchaffer #CisionWebinar

41. Components of a Social Selling System
41
People
Process
Paid (Social)
Tools
@NealSchaffer #CisionWebinar

42. LiSTEN to Customers:
Love Your Haters – Finding Value in
Customer Complaints
42 #CisionWebinar

43. • President of Convince & Convert
• NY Times best-selling author of
five books
• Keynote speaker
• Blogger, podcaster
43
Jay Baer – ConvinceAndConvert.com
@JayBaer #CisionWebinar

44. • 800% increase in social media complaints
about business in the U.K. – from January
2014 to May 2015
• And wait until today’s young consumers
are the dominant customer cohort!
44
More Customer Feedback Than Ever
@JayBaer #CisionWebinar

45. 45 @JayBaer #CisionWebinar

46. • Answering complaints makes a bad
situation better
• Not answering complaints makes a bad
situation worse
• A 5% increase in customer retention can
increase profits 25-85%
46
Embrace Complaints and Keep
Your Customers
@JayBaer #CisionWebinar

47. • 95% of dissatisfied customers never take
the time to complain
• Haters are the canary in the coal mine
47
Embrace Complaints to Become a
Better Business
@JayBaer #CisionWebinar

48. • First, find every mention in every channel
• Second, use customer complaints as free
market research
48
Look and LiSTEN Harder
@JayBaer #CisionWebinar

49. Turn Hate into Help Like Le Pain Quotidien
49 @JayBaer #CisionWebinar

50. • Haters are not your problem….
ignoring them is.
50
Remember…
@JayBaer #CisionWebinar

51. LiSTEN to Employees:
Why Employee Opinions Are Their
Own…and a Reflection of Your Brand
51 #CisionWebinar

52. • President of UnMarketing Inc
• 4X Best-Selling Business Author
• Former HR Generalist & Professor
• One of the Top Social Media Influencers
on Twitter according to Cision
52
Scott Stratten – UnMarketing.com
@UnMarketing #CisionWebinar

53. “All Tweets Are My
Own And Not A
Reflection Of My
Employer”
LiSTEN to Employees
@UnMarketing #CisionWebinar

54. “All Tweets Are My
Own And I’m A
Reflection Of My
Employer”
LiSTEN to Employees
@UnMarketing #CisionWebinar

55. LiSTEN to Employees
@UnMarketing #CisionWebinar

56. LiSTEN to Employees
@UnMarketing #CisionWebinar

57. LiSTEN to Employees

58. LiSTEN to Employees

59. LiSTEN to Employees

60. LiSTEN to Employees
@UnMarketing #CisionWebinar

61. LiSTEN to Employees
@UnMarketing #CisionWebinar

62. LiSTEN for Employees

63. Questions?
63 #CisionWebinar

64. Thank you for attending!
About Cision
Cision is a leading global media intelligence company, serving the complete workflow of
today’s communications, social media and content marketing professionals. By offering the
industry’s most comprehensive PR and social software, rich analytics and a Global Insights
team, Cision enables clients to improve their marketing and strengthen data-driven
decision making. Cision also represents:
64
100,000+
CUSTOMERS
@Cision
OFFICES IN:
Chicago (HQ), Canada,
U.K., France, Germany,
Portugal, Sweden, Finland
and China