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.
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
6. 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
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
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Listen to Your Competitors
@JeffBullas #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
31. • Information density
• Speed of business
• Rise of the Citizen Influencer
• Focus on ignition
31
Increasing importance of influence
@MarkWSchaefer #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 $$$
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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
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
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
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
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.
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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
64. Thank you for attending!
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