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