"Shut Up & Listen" - Allure New Media Webinar

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In this presentation, Brody Dorland & Jayme Thomason teach you how to setup and use several types of online listening and surveying tools to monitor conversations in your product/service category, keep an eye on your competitors and improve your marketing and sales effectiveness – by listening, not selling.

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  • Brody
  • Jayme Relevance Opportunities Competitive Benchmarking & Analysis Identify Buyers, Influencers & Fishing Holes
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  • "Shut Up & Listen" - Allure New Media Webinar

    1. 1. Brody Dorland Allure New Media Jayme Thomason Allure New Media Allure New Media Webinar - March 11, 2011 “ Shut Up & Listen”
    2. 2. Before We Get Started… <ul><li>Hosts: @JaymeThomason & @BrodyDorland of Allure New Media </li></ul><ul><li>Follow us on Twitter: @publishermethod </li></ul><ul><li>Submit ?’s via Twitter: #pmwebinars </li></ul><ul><li>Presentation – 45 min. with 15 min. Q&A </li></ul><ul><li>Recorded Versions – allurenewmedia.com/pmwebinars </li></ul>
    3. 3. Why is Listening Important?
    4. 4. Your “Listening” Strategy <ul><li>What is Your Goal? </li></ul><ul><li>What Are We Listening For? </li></ul><ul><li>Who </li></ul><ul><li>What </li></ul><ul><li>When </li></ul><ul><li>Where </li></ul><ul><li>Why </li></ul>
    5. 5. Publisher Method Buyer Profiling <ul><li>Customer Needs & Pain </li></ul><ul><li>Their Vernacular </li></ul><ul><li>Topics of Conversation </li></ul><ul><li>Trends </li></ul><ul><li>Resources </li></ul><ul><li>Opportunities </li></ul>
    6. 6. <ul><li>Buyer Profiling Worksheet </li></ul><ul><li>Complete Online Strategy Development </li></ul><ul><li>PM Intro Course Webinar Special (today only) </li></ul><ul><li>thepublishermethod.com /discount </li></ul>Want More of The Publisher Method?
    7. 7. How Do We Listen? <ul><li>Enterprise-Level Platforms </li></ul><ul><ul><li>Spiral16 (Keyword-based) </li></ul></ul><ul><ul><li>Radian6 (Keyword-based) </li></ul></ul><ul><ul><li>Expion (Facebook Monitoring) </li></ul></ul>
    8. 8. Free Listening Tools <ul><li>Google Alerts </li></ul><ul><li>SocialMention.com </li></ul><ul><li>Twitter Search </li></ul><ul><li>LinkedIn “Signal” </li></ul><ul><li>Open Facebook Search </li></ul><ul><li>Blog / Forum Monitoring via RSS </li></ul><ul><li>Industry Aggregators – Alltop.com </li></ul>
    9. 9. Customer Surveys <ul><li>Online Surveys </li></ul><ul><ul><li>SurveyMonkey.com </li></ul></ul><ul><ul><li>SurveyGizmo.com </li></ul></ul><ul><li>Embed a Survey Into Your Website </li></ul><ul><ul><li>Example </li></ul></ul><ul><li>Publisher Method Customer Survey Template (included in the PM Intro Course) </li></ul>
    10. 10. Create Your Own Listening Hub <ul><li>GetSatisfaction.com </li></ul><ul><ul><li>Online Customer Forum </li></ul></ul><ul><ul><li>Customers / Prospect Questions </li></ul></ul><ul><ul><li>Customer Feedback / Issues </li></ul></ul><ul><ul><li>New Feature Requests </li></ul></ul>
    11. 11. What Do I Do With This Data? <ul><li>Identify Key Influencers </li></ul><ul><ul><li>Create an engagement strategy </li></ul></ul><ul><ul><li>Create an advocacy program </li></ul></ul><ul><li>Identify Sales Opportunities </li></ul><ul><ul><li>Engage with a soft-sell approach </li></ul></ul><ul><ul><li>Lead with genuine value, not sales pitch </li></ul></ul>
    12. 12. What Do I Do With This Data? <ul><li>Improve Marketing Effectiveness </li></ul><ul><ul><li>Prioritize your online engagement </li></ul></ul><ul><ul><li>Adjust your content strategy </li></ul></ul><ul><ul><li>Use their vernacular/keywords </li></ul></ul><ul><ul><li>Identify campaign ideas </li></ul></ul><ul><li>Reputation Monitoring </li></ul><ul><ul><li>Identify customer sentiment </li></ul></ul><ul><ul><li>Catch customer service issues </li></ul></ul>
    13. 13. What Do I Do With This Data? <ul><li>Competitor Monitoring </li></ul><ul><ul><li>Identify “share of voice” </li></ul></ul><ul><ul><li>Fish where they are fishing </li></ul></ul><ul><ul><li>Match/exceed their promotions </li></ul></ul><ul><ul><li>Match/exceed their presence </li></ul></ul>
    14. 14. Thank You! <ul><li>Q&A </li></ul><ul><li>Next Steps </li></ul><ul><li>Intro Course Discount for Webinar Attendees! (today only) thepublishermethod.com /discount </li></ul><ul><li>Ph: 913-312-8729 </li></ul><ul><li>Twitter: @publishermethod </li></ul><ul><li>[email_address] </li></ul>

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