Art Of Listening


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Event Camp presentation - The Art of Listening - Feb. 6, 2010 - New York, N.Y.

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  • We think we listen, but we don’t. Mutitasking diminishes our contributions to each task. In communications this is called noise. Difference between listening and hearing. Listening is the first rule of social media … good listening enables good …
  • Need to LISTEN to our customers – public – audience Actual customers and potential customers (also influencers) What do we listen for? Industry topics, Conversations specific to you, interests of those important to us. Why are we listening to people?
  • Listen to their needs, wants, etc. – Give ‘em what they want - Appear smart Ask them what they need, want – Give ‘em what they ask for - Appear smarter Share and establish authority – Make ‘em want what you give ‘em - Appear smartest
  • Now we need the practical how-tos
  • SPRAY – Search, Prioritize, Route, Act and YES!
  • Lots of ways to slice this. These are what I use. RSS is the key or you’ll have trouble managing it.
  • Don’t forget there’s an app for everything.
  • Lots of paid solutions that offer variations on the theme. Some are PRICEY and some are measurement rather than monitoring.
  • Five major buckets of what you’ll find. Some require immediacy Some require capture for later Engagement isn’t 1:1 it’s 1:XXXXXXX
  • Follow up Assign for follow up Evernote – Delicious – ReQall – Jott - Omnifocus GET IT DOWN
  • You have to do the heavy lifting. Follow up on the idea, put it into action. Turn the user idea into an event reality (prioritizing budget, scale, etc.)
  • SPRAY … YES! (Don’t get any on ya.)
  • Do this and you’ll quickly find your ideas, speaker suggestions, event ideas and more … all come together.
  • Art Of Listening

    1. 1. The Art of Listening <ul><li>Consumer Intelligence & Actionable Insights </li></ul><ul><li>FOR FREE! </li></ul><ul><li>Event Camp </li></ul><ul><li>February 6, 2010 </li></ul><ul><li>New York City </li></ul>
    2. 2. We think we do, but don’t Image: Urosk on
    3. 3. Listening Allows Us To Serve Image: Stephan Coburn on
    4. 4. Photo: Pefkos on
    5. 5. <ul><li>How Do We Listen? </li></ul><ul><li>What Do We Do With It? </li></ul>Photo: Mike Baldwin on
    6. 6. <ul><li>Search </li></ul><ul><li>Prioiritize </li></ul><ul><li>Route </li></ul><ul><li>Act </li></ul><ul><li>YES! </li></ul>
    7. 7. <ul><li>Google Reader </li></ul><ul><li>Google Alerts </li></ul><ul><li>Twitter Search </li></ul><ul><li>Icerocket Search (Others) </li></ul><ul><li>Social Mention </li></ul>
    8. 8. <ul><li>Twitter Apps Make Real Time Real Easy </li></ul>
    9. 9. <ul><ul><ul><li>Radian6 </li></ul></ul></ul><ul><ul><ul><li>Scout Labs </li></ul></ul></ul><ul><ul><ul><li>Sysomos </li></ul></ul></ul><ul><ul><ul><li>Visible Technologies </li></ul></ul></ul><ul><ul><ul><li>Techrigy SM2 </li></ul></ul></ul><ul><ul><ul><li>DNA13 </li></ul></ul></ul><ul><ul><ul><li>BrandWatch </li></ul></ul></ul><ul><ul><ul><li>K.D. Paine & Partners </li></ul></ul></ul><ul><ul><ul><li>Nielsen Online </li></ul></ul></ul><ul><ul><ul><li>Cymfony </li></ul></ul></ul><ul><ul><ul><li>Collective Intellect </li></ul></ul></ul><ul><ul><ul><li>MotiveQuest </li></ul></ul></ul>
    10. 10. <ul><li>Negative Mentions </li></ul><ul><li>Transactional Opportunities </li></ul><ul><li>Positive Mentions </li></ul><ul><li>Relevant Conversations </li></ul><ul><li>Suggestions </li></ul>Image:
    11. 11. <ul><li>Assign for follow up </li></ul><ul><li>Capture into project management system </li></ul>Image: marekuliasz on
    12. 12. Image: Zsolt Nyulaszion
    13. 13. Image: fonzales on
    14. 14. <ul><li>Listen </li></ul><ul><li>Mitigate Complaints </li></ul><ul><li>Engage In Conversation </li></ul><ul><li>Capture Ideas & Use Them </li></ul>Image:
    15. 15. Some Resources Jason Falls Principal Social Media Explorer Email: [email_address] Twitter: @JasonFalls Phone: 502.509.4763 Web: Newsletter: