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?
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Why This Webinar?
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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
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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”
@JeffBullas #CisionWebinar
• Competition is global
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Listen to Your Competitors
@JeffBullas #CisionWebinar
• Competition is digital
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Listen to Your Competitors
@JeffBullas #CisionWebinar
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
@JeffBullas #CisionWebinar
Listen to Your Competitors
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How do you innovate in a digital world?
@JeffBullas #CisionWebinar
Step 1: • Google your competitors
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Listen to Your Competitors
@JeffBullas #CisionWebinar
Step 2: • Crawl your competitors’ social networks
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Listen to Your Competitors
@JeffBullas #CisionWebinar
Step 3: • Check out the innovators
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Listen to Your Competitors
@JeffBullas #CisionWebinar
Listen to Your Competitors
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How do you innovate in a digital world?
@JeffBullas #CisionWebinar
“We have always been shameless about stealing great ideas.” – Steve Jobs
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Listen to Your Competitors
@JeffBullas #CisionWebinar
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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Listen to Your Competitors
@JeffBullas #CisionWebinar
Movoto’s keys to innovative success:• Implemented viral marketing tactics• Optimized
– Click through rates– Sharing– Search
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Listen to Your Competitors
@JeffBullas #CisionWebinar
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
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
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Mark Schaefer – BusinessesGrow.com
@MarkWSchaefer #CisionWebinar
content
audience
@MarkWSchaefer #CisionWebinar
ignition
content
audience
ignition
The Marketing Journey
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Milestones on The Journey
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Celebrity
AdvocateInfluencer
@MarkWSchaefer #CisionWebinar
Celebrity
AdvocateInfluencer
CELEBRITYInfluence based on “being known”No content necessaryEnormous “pipeline”Endorsement is purchasedNo brand engagementRiskyGoal: “Image”
@MarkWSchaefer #CisionWebinar
Celebrity
AdvocateInfluencer
INFLUENCERInfluence based on contentContent may be sponsored (purchased)Large “pipeline”Limited brand engagementGoal “Awareness”
@MarkWSchaefer #CisionWebinar
Celebrity
AdvocateInfluencer
ADVOCATEInfluence based on expertiseTargeted “pipeline”Passionate, authentic contentHigh brand engagementGoal “Drive Sales”
@MarkWSchaefer #CisionWebinar
• Information density• Speed of business• Rise of the Citizen Influencer• Focus on ignition
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Increasing importance of influence
@MarkWSchaefer #CisionWebinar
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
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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
@NealSchaffer #CisionWebinar
No Two Social Networks are Alike
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User/Company Profiles User Accounts
@NealSchaffer #CisionWebinar
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
@NealSchaffer #CisionWebinar
Components of a Social Selling System
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People
Process
Paid (Social)
Tools
@NealSchaffer #CisionWebinar
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
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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
@JayBaer #CisionWebinar
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
@JayBaer #CisionWebinar
• 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
@JayBaer #CisionWebinar
• First, find every mention in every channel• Second, use customer complaints as free
market research
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Look and LiSTEN Harder
@JayBaer #CisionWebinar
Turn Hate into Help Like Le Pain Quotidien
49 @JayBaer #CisionWebinar
• Haters are not your problem…. ignoring them is.
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Remember…
@JayBaer #CisionWebinar
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
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Scott Stratten – UnMarketing.com
@UnMarketing #CisionWebinar
“All Tweets Are My Own And Not A
Reflection Of My Employer”
LiSTEN to Employees
@UnMarketing #CisionWebinar
“All Tweets Are My Own And I’m A
Reflection Of My Employer”
LiSTEN to Employees
@UnMarketing #CisionWebinar
LiSTEN to Employees
@UnMarketing #CisionWebinar
LiSTEN to Employees
@UnMarketing #CisionWebinar
LiSTEN to Employees
LiSTEN to Employees
LiSTEN to Employees
LiSTEN to Employees
@UnMarketing #CisionWebinar
LiSTEN to Employees
@UnMarketing #CisionWebinar
LiSTEN for Employees
Questions?
63 #CisionWebinar
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Thank you for attending!
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