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Practice Listening: From Competitors to Customers

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Practice Listening: From Competitors to Customers

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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.

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.

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Practice Listening: From Competitors to Customers

  1. 1. From Competitors to Customers Practice LiSTENING
  2. 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. 3 An All-Star Webinar #CisionWebinar
  4. 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. 5. LiSTEN to Competitors: How to Spy on Your Competition & Steal Their Secrets 5 #CisionWebinar
  6. 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. 7. Listen to Your Competitors 7 “Your competitor is no longer just your local corner store” @JeffBullas #CisionWebinar
  8. 8. • Competition is global 8 Listen to Your Competitors @JeffBullas #CisionWebinar
  9. 9. • Competition is digital 9 Listen to Your Competitors @JeffBullas #CisionWebinar
  10. 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. 11. Listen to Your Competitors 11 How do you innovate in a digital world? @JeffBullas #CisionWebinar
  12. 12. Step 1: • Google your competitors 12 Listen to Your Competitors @JeffBullas #CisionWebinar
  13. 13. Step 2: • Crawl your competitors’ social networks 13 Listen to Your Competitors @JeffBullas #CisionWebinar
  14. 14. Step 3: • Check out the innovators 14 Listen to Your Competitors @JeffBullas #CisionWebinar
  15. 15. Listen to Your Competitors 15 How do you innovate in a digital world? @JeffBullas #CisionWebinar
  16. 16. “We have always been shameless about stealing great ideas.” – Steve Jobs 16 Listen to Your Competitors @JeffBullas #CisionWebinar
  17. 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. 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. 19. Wrapping it up • Think global • Model the best in your industry • Innovate from the outside 19 Listen to Your Competitors @JeffBullas #CisionWebinar
  20. 20. LiSTEN to Influencers: Borrowing Trust – The Surprising New Marketing Role of Citizen Influencers 20 #CisionWebinar
  21. 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. 22. content audience @MarkWSchaefer #CisionWebinar
  23. 23. ignition
  24. 24. content audience ignition
  25. 25. The Marketing Journey 25
  26. 26. Milestones on The Journey 26
  27. 27. Celebrity AdvocateInfluencer @MarkWSchaefer #CisionWebinar
  28. 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. 29. Celebrity AdvocateInfluencer INFLUENCER Influence based on content Content may be sponsored (purchased) Large “pipeline” Limited brand engagement Goal “Awareness” @MarkWSchaefer #CisionWebinar
  30. 30. Celebrity AdvocateInfluencer ADVOCATE Influence based on expertise Targeted “pipeline” Passionate, authentic content High brand engagement Goal “Drive Sales” @MarkWSchaefer #CisionWebinar
  31. 31. • Information density • Speed of business • Rise of the Citizen Influencer • Focus on ignition 31 Increasing importance of influence @MarkWSchaefer #CisionWebinar
  32. 32. LiSTEN to Prospects: How to Generate Leads from Social Conversations 32 #CisionWebinar
  33. 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. 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. 35. Companies Need to Listen Intelligently 35 Only 9.16% of tweets mentioning companies start with the @ @NealSchaffer #CisionWebinar
  36. 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. 37. No Two Social Networks are Alike 37 User/Company Profiles User Accounts @NealSchaffer #CisionWebinar
  38. 38. Take Advantage of Social Signals 38 @NealSchaffer #CisionWebinar
  39. 39. Don’t Exploit Social Signals 39 “Social Media: New Tools, Old Rules.” – Neal Schaffer @NealSchaffer #CisionWebinar
  40. 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. 41. Components of a Social Selling System 41 People Process Paid (Social) Tools @NealSchaffer #CisionWebinar
  42. 42. LiSTEN to Customers: Love Your Haters – Finding Value in Customer Complaints 42 #CisionWebinar
  43. 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. 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. 45 @JayBaer #CisionWebinar
  46. 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. 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. 48. • First, find every mention in every channel • Second, use customer complaints as free market research 48 Look and LiSTEN Harder @JayBaer #CisionWebinar
  49. 49. Turn Hate into Help Like Le Pain Quotidien 49 @JayBaer #CisionWebinar
  50. 50. • Haters are not your problem…. ignoring them is. 50 Remember… @JayBaer #CisionWebinar
  51. 51. LiSTEN to Employees: Why Employee Opinions Are Their Own…and a Reflection of Your Brand 51 #CisionWebinar
  52. 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. 53. “All Tweets Are My Own And Not A Reflection Of My Employer” LiSTEN to Employees @UnMarketing #CisionWebinar
  54. 54. “All Tweets Are My Own And I’m A Reflection Of My Employer” LiSTEN to Employees @UnMarketing #CisionWebinar
  55. 55. LiSTEN to Employees @UnMarketing #CisionWebinar
  56. 56. LiSTEN to Employees @UnMarketing #CisionWebinar
  57. 57. LiSTEN to Employees
  58. 58. LiSTEN to Employees
  59. 59. LiSTEN to Employees
  60. 60. LiSTEN to Employees @UnMarketing #CisionWebinar
  61. 61. LiSTEN to Employees @UnMarketing #CisionWebinar
  62. 62. LiSTEN for Employees
  63. 63. Questions? 63 #CisionWebinar
  64. 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

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