All-star ebook featuring Jay Baer, Jeff Bullas, Mark Schaefer, Neal Schaffer, Scott Stratten that talks about how businesses need to REALLY listen in social media. To whom?. How? For what? Plus, link inside to a free webinar with more details. Sponsored by Cision.
2 LiSTEN E-Book | October
2015 | Cision | cision.com CONTENTS Foreword LiSTEN to Prospects - Neal Schaffer LiSTEN to Customers - Jay Baer LiSTEN to Competitors - Jeff Bullas LiSTEN to Influencers - Mark Schaefer LiSTEN to Employees - Scott Stratten 3 4 8 13 17 21
3 LiSTEN E-Book | October
2015 | Cision | cision.com FOREWORD A treasure trove of data awaits marketers, if they only listen. Salesforce’s 2015 State of Marketing report showed 89 percent of marketers found social media listening effective to some degree. Despite this success, only 37 percent of the 5,000 marketers surveyed actively practiced social media listening. The brands that seize this opportunity to listen and better understand their prospects, customers, competitors, influencers and employees will flourish. Those who ignore it or delay entry will eventually fold. In the following pages, Neal Schaffer, Jay Baer, Jeff Bullas, Mark Schaefer and Scott Stratten show you how to drive results by listening to prospects, customers, competitors, influencers and employees. - Peter Granat, CEO, Cision
5 LiSTEN E-Book | October
2015 | Cision | cision.com HOW TO GENERATE LEADS FROM SOCIAL CONVERSATIONS Back in June of 2009, an engineer posted a seemingly random tweet: That individual might not have had many followers on Twitter, and more than likely only a fraction of them ever saw the tweet. One of the two companies mentioned, though, was listening: Avaya. Avaya probably wasn’t even following that individual. In a well-documented case study, Avaya went on to respond in a professional way to that tweet and close a $250,000 deal with this gentleman 13 days later.
6 LiSTEN E-Book | October
2015 | Cision | cision.com SOCIAL CONVERSATIONS AREN’T SO RANDOM Many conversations aren’t as direct as that tweet that Avaya discovered. However, there are countless social conversations where people and businesses have real problems and are looking for solutions by asking their friends and followers questions. The key to listening to social conversations, then, is to understand the unique set of keywords that are potential triggers for lead generation. These include: ● 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
7 LiSTEN E-Book | October
2015 | Cision | cision.com THE KEY TO ESTABLISHING RELATIONSHIPS WITH POTENTIAL CUSTOMERS: SENDING SOCIAL SIGNALS At this juncture, it’s important to remember that social media was made for people, not businesses. Your company will always be at a disadvantage in terms of engaging with social media users. That’s why it is critical that you take advantage of Social Signals to help establish rapport even before you begin a conversation with a potential customer. Your attempt to directly contact a social media user out of the blue after spotting a relevant conversation will often be seen as a cold call. By sending any one of the following Social Signals, using engagement that is possible on Twitter as an example, you can see how you can begin to build rapport with a social media user one notification at a time before you even directly reach out to them: Follow the user Favorite a user's tweet Retweet a user Add the user to a list
9 LiSTEN E-Book | October
2015 | Cision | cision.com LOVE YOUR HATERS: FINDING VALUE IN CUSTOMER COMPLAINTS Online feedback from your customers is an enormous opportunity to make your business better. After all, very few people complain without a reason to do so. It’s important to recognize that these are people who actually take time - their time - to let you know what they think. This gives you a chance to take action that not only could mollify them but also fix the underlying cause of the problem, thus eliminating complaints from the next batch of customers. Photo credit: These are Things (Illustrator) "Haters Gonna Hate" http://thesearethings.com/
10 LiSTEN E-Book | October
2015 | Cision | cision.com HATERS ARE THE CANARY IN THE COAL MINE Listening to customers is more important than it’s ever been because their feedback is manifestly public where it’s historically been private. Today, complainers - haters - are the canaries in the coal mine. They are the early warning detection system for your business. Haters are not your problem. Ignoring them is. The real problem for your business is the people that have a poor experience but are not passionate enough about you and your company to take the time to mention it in a form or fashion that you can find and act upon. They are the “meh” in the middle, and they kill businesses.
11 LiSTEN E-Book | October
2015 | Cision | cision.com HATERS ARE THE UNELECTED REPRESENTATIVES OF YOUR CUSTOMERS It’s estimated that 95 percent of unhappy customers never take the time to complain to the business. So, that 5 percent of your unhappy customers who do care enough to complain are giving you a roadmap for how to fix whatever ails your business. In this way, the haters are the vocal representatives of your entire customer base. And this is why it’s so critical to proactively find online customer feedback, wherever it occurs.
12 LiSTEN E-Book | October
2015 | Cision | cision.com BETTER YOUR BUSINESS WITH CUSTOMER FEEDBACK Once you find customer feedback online, do NOT ignore it. An enormous study I conducted with Edison Research found that answering complaints increases customer advocacy in every case, while ignoring complaints decreases advocacy. As author and consultant Dave Kerpen says, “A non-reply is a reply. It’s a reply that says ‘we don’t care about you as a customer.’” Rather than trying to reduce the number of complaints and eliminate haters, you should encourage complaints and make customer feedback mechanisms as plentiful and simple as possible.
14 LiSTEN E-Book | October
2015 | Cision | cision.com HOW TO SPY ON YOUR COMPETITION & STEAL THEIR SECRETS Competition for attention and business has never been fiercer…ever. The global digital economy has produced an avalanche of content and the battle for mind and market share is no longer local. It’s a big web world and growing at an exponential pace. Your competitor is no longer the shop down the street or even a contender in your home state or country. They are stealing your lunch from the other side of the world. So where do you start and what are the steps?
15 LiSTEN E-Book | October
2015 | Cision | cision.com THE INSIDE STORY ON HOW TO SPY ON COMPETITORS (& INNOVATORS) Step 1: Google Your Competitors If you want to see who are seen as the best both by data and peer review, then typing a search term, such as “Top Content Marketers,” will be revealing. Once you have found them, go and start checking out their digital assets. Find out how they drive traffic and get online attention. Step 2. Check Out The Innovators See how disruptors market online. How do they drive traffic, create engaging content, make content get shared and capture leads? You can find out what they do behind the scenes if you look for case studies (do a search for “case studies for company X”) that take a deep dive into their innovative tactics. Step 3: Crawl Their Social Networks Social networks will provide the most revealing insights as they are the most public and transparent to competitor and innovator online activity.
16 LiSTEN E-Book | October
2015 | Cision | cision.com WHY SHOULD YOU BOTHER SPYING & STEALING SECRETS? The real value in spying and checking out the competitors and innovators is not just to copy or add to industry sameness. That makes you blend with the crowd. Blandness is boring. You want to innovate and stand out. Take the information you have gleaned and imagine, create and innovate. The real opportunity in using that information is twofold: ● Model best practices ● Gain insights from the global digital innovators and take your business to a whole new level
18 LiSTEN E-Book | October
2015 | Cision | cision.com BORROWING TRUST: THE SURPRISING NEW MARKETING ROLE OF CITIZEN INFLUENCERS Digital marketing success is fueled by creating great content and building a targeted audience, but there’s a third piece missing from that equation -- ignition. Your content has no value unless it moves, unless people see it, engage with it and actively share it.This chart demonstrates the power of shared content…even when it is coming from strangers!
19 LiSTEN E-Book | October
2015 | Cision | cision.com THREE TYPES OF INFLUENCERS The celebrity: These celebrities have vast audiences and may not even have a deep connection to the products they’re promoting. And the cost? Well, for most businesses, it’s simply out of reach. The niche influencer: The niche influencer is the web star most sought-after today by agencies and marketers. These influencers are powerful, self-made industry leaders consistently creating content to establish their authority and expertise. Organic advocates: The people who truly love your product need no convincing or cajoling. They already love you and can’t get enough of whatever you’re doing. These are the people who have always been at the heart of word-of-mouth marketing success.
20 LiSTEN E-Book | October
2015 | Cision | cision.com FOUR BENEFITS OF BORROWED TRUST Awareness: If you can establish a long-term connection with an influencer that results in a strong relationship and true advocacy, there is probably no other more effective way to ignite massive awareness for your ideas and products. Fast traction: Getting your message out through a trusted influencer can potentially give your business a jolt in a hurry. Social proof: Having your brand associated with a well-known authority can help augment your reputation instantly. If they’re trusted, then you’re trusted. Crisis management: Having relationships with industry authorities can help shut down a problem in a crisis.
22 LiSTEN E-Book | October
2015 | Cision | cision.com WHY EMPLOYEE OPINIONS ARE THEIR OWN… A REFLECTION OF YOUR BRAND In the age of social media, brands are quick to try to distance themselves from employees on social media. Numerous companies, in conjunction with PR and HR, make it mandatory that if you are to have a social media profile, it needs to be clear that you are not an official spokesperson of the company. The statement “All tweets are my own and not a reflection of my employer” has become the default go-to in policies. This is dangerous in two ways: Employees feel a false sense of freedom of brand speech It tells them they aren’t really a part of the company Empowering employees to speak and share on social channels can greatly benefit your company in numerous ways. Even just listening for your brand mentions can dig up surprises.
23 LiSTEN E-Book | October
2015 | Cision | cision.com CATCH THEM IN THE ACT OF DOING GOOD Beki Hall Scarbrough needed to build a ramp for her dog to help with a future hip replacement rehabilitation. After choosing Home Depot over Lowe’s (because they’re dog friendly), she was amazed by what happened next. “I made it all of 20 feet in the door and there were five employees, including the store manager Michael Kline, all discussing how to help my dog - while handing the dog treat after treat from their apron pockets. Ramp specifications, the pitch, materials, width, weight. Every detail. After about 10 minutes the assistant manager asks if I’ll be home next Thursday and gets my phone number. Fully expecting to be called with an estimate for materials and labor, the phone rings to confirm we will be home. Thursday morning bright and early three HD employees show up, materials in hand and proceed to build a ramp for my dog. No charge at all.” Employees are doing good things for your brand right now, they need to know it makes a difference.
24 LiSTEN E-Book | October
2015 | Cision | cision.com LiSTEN FOR OPPORTUNITIES TO GO ABOVE BEYOND Quality customer service builds brand loyalty, but what about service that goes above and beyond? Devan Dannelly saw the snow day coming. Like most people, he had no urge to shovel his driveway so he could get to his soon-to-be cancelled classes at Eastern Kentucky University. As a joke, he sent a tweet to the University President, Michael Benson: And President Benson replied:
25 LiSTEN E-Book | October
2015 | Cision | cision.com Lo and behold, here was the result: To the best reply of them all: People will always talk, social media didn’t invent that. Sure, with social media, the talk is both public and permanent, but that doesn’t mean a brand should lock down their employees and monitor them for infractions. Let them talk. Educate them on the ins and outs, the good and bad of social media accounts and let the world look at your brand in a better light.
26 LiSTEN E-Book | October
2015 | Cision | cision.com WANT MORE ABOUT THE POWER OF SOCIAL MEDIA LISTENING? Click here to get the full LiSTEN e-book for free today!