practice listening: from competitors to customers

From Competitors to Customers

Practice LiSTENING

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

2

Why This Webinar?

3

An All-Star Webinar

#CisionWebinar

• 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

LiSTEN to Competitors:How to Spy on Your Competition & Steal

Their Secrets

5 #CisionWebinar

Jeff Bullas – JeffBullas.com

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• 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

Listen to Your Competitors

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“Your competitor is no longer just your local corner store”


• Competition is global

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• Competition is digital

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Competition is growing and huge! • 1 billion websites• 2 billion smart phones• 3 billion more Internet users

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Your Competition is Global



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How do you innovate in a digital world?


Step 1: • Google your competitors

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Step 2: • Crawl your competitors’ social networks

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Step 3: • Check out the innovators

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15

How do you innovate in a digital world?


“We have always been shameless about stealing great ideas.” – Steve Jobs

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Movoto’s keys to innovative success:• Clarity on the goals• Keep the endgame in mind• Hustled and pitched their content• Modeled the innovators

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Movoto’s keys to innovative success:• Implemented viral marketing tactics• Optimized

– Click through rates– Sharing– Search

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Wrapping it up• Think global• Model the best in your industry• Innovate from the outside

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LiSTEN to Influencers:Borrowing Trust – The Surprising New

Marketing Role of Citizen Influencers

20 #CisionWebinar

• 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

content

audience


ignition

content

audience

ignition

The Marketing Journey

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Milestones on The Journey

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Celebrity

AdvocateInfluencer


Celebrity

AdvocateInfluencer

CELEBRITYInfluence based on “being known”No content necessaryEnormous “pipeline”Endorsement is purchasedNo brand engagementRiskyGoal: “Image”


Celebrity

AdvocateInfluencer

INFLUENCERInfluence based on contentContent may be sponsored (purchased)Large “pipeline”Limited brand engagementGoal “Awareness”


Celebrity

AdvocateInfluencer

ADVOCATEInfluence based on expertiseTargeted “pipeline”Passionate, authentic contentHigh brand engagementGoal “Drive Sales”


• Information density• Speed of business• Rise of the Citizen Influencer• Focus on ignition

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Increasing importance of influence


LiSTEN to Prospects:How to Generate Leads from

Social Conversations

32 #CisionWebinar

• 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

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Neal Schaffer – MaximizeYourSocial.com

@NealSchaffer #CisionWebinar

How Listening Translates to $$$

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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

Companies Need to Listen Intelligently

35

Only 9.16% of tweets mentioning companies start

with the @@NealSchaffer #CisionWebinar

• 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

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Unique Triggers for Lead Generation


No Two Social Networks are Alike

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User/Company Profiles User Accounts


Take Advantage of Social Signals

38 @NealSchaffer #CisionWebinar

Don’t Exploit Social Signals

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“Social Media: New Tools, Old Rules.”

– Neal Schaffer@NealSchaffer #CisionWebinar

Do You Have a System to Manage the Chaos?

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"If you can't describe what you are doing as a process, you don't know

what you're doing.” - Edwards Deming


Components of a Social Selling System

41

People

Process

Paid (Social)

Tools


LiSTEN to Customers:Love Your Haters – Finding Value in

Customer Complaints

42 #CisionWebinar

• President of Convince & Convert• NY Times best-selling author of

five books• Keynote speaker• Blogger, podcaster

43

Jay Baer – ConvinceAndConvert.com

@JayBaer #CisionWebinar

• 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!

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More Customer Feedback Than Ever


45 @JayBaer #CisionWebinar

• 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%

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Embrace Complaints and Keep Your Customers


• 95% of dissatisfied customers never take the time to complain

• Haters are the canary in the coal mine

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Embrace Complaints to Become a Better Business


• First, find every mention in every channel• Second, use customer complaints as free

market research

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Look and LiSTEN Harder


Turn Hate into Help Like Le Pain Quotidien

49 @JayBaer #CisionWebinar

• Haters are not your problem…. ignoring them is.

50

Remember…


LiSTEN to Employees:Why Employee Opinions Are Their Own…

and a Reflection of Your Brand

51 #CisionWebinar

• 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

“All Tweets Are My Own And Not A

Reflection Of My Employer”

LiSTEN to Employees


“All Tweets Are My Own And I’m A

Reflection Of My Employer”

LiSTEN to Employees


LiSTEN to Employees


LiSTEN for Employees

Questions?

63 #CisionWebinar

64

Thank you for attending!

About CisionCision 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:

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