Practice Listening: From Competitors to Customers

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

57. LiSTEN to Employees

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

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