Twitter: @pgillin

Profiting From Listening

Paul Gillin

Curator, Infoboom

Author:

The New Influencers

Secrets of Social Media Marketing

Social Marketing to the Business Customer

Marathon

schedule

http://bit.ly

/waCMc

Shared bread

pudding w/

@skydiver at

Mother's. My life is

now complete.

How to Write a

1 Minute Video

Marketing

Script

http://ow.ly/17x

JE

I'm at Palm Beach

International Airport

(PBI, West Palm

Beach).

http://4sq.com/4GeLz0 Best press

photos of

2009

http://om.ly/f

NhW

I can't find my

good black

pants.

Comparing Top

Chef Masters

Restaurants

#topchef

http://is.gd/8q4hN

How To Get Well

Prepared For The

Website Creation.

http://bit.ly/aTitVC

I'm at Palm Beach

International Airport

(PBI, West Palm

Beach).

http://4sq.com/4GeLz0

Comparing Top

Chef Masters

Restaurants

#topchef

http://is.gd/8q4hN

The New Media Landscape

3

4

Your interactions with customers

Their interactions with each other

Peer Trust

0

1

2

3

4

5

6

7

Celebrity recommendation

Emails from companies

Cinema Advert ising

Sponsorship of events or sport ing events

Recommendation on radio programmes

Radio advert ising

Sponsored list ings on a search engine

Newspaper advert ising

M agazine advert ising

Television Adverts

Online Chat rooms/ message boards

Outdoor advert ising (e.g Posters ads on public transport)

Blogs/Weblogs-blog writ ten by people you do not know

Peoples wish/fav lists on retail websites e.g amazon.com

Recommendation in a television programme Comments/viewpoints on social network sites e.g facebook.com

Readers letters page in a newspaper

Blogs/Weblogs- professional blog e.g engadget.com

Shelf information and product displays in store

Company/brand Website

Search engine (e.g live.com)

Reviews writ ten on news websites e.g guardian.co.uk

Newspaper art icle

M agazine art icle

User reviews on an online auction site (e.g ebay.com)

Blogs/Weblogs- personal blog writ ten by people you know

Reviews on retail/ price comparison webs e.g priceline.com

Consumers reviews on retail sites e.g amazon.com

Instant M essenger conversat ion with a friend/ colleague

Emails from a friend/ colleague

Personal recommendations from professionals Personal recommendations from friends/ family/

@pgillin

Value of Listening

•Identify Sales Leads •Resolve Customer Support Issues •Competitive Intelligence •Identify Market Trends •Find New Sources of Influence •Product Co-development

@pgillin

@pgillin

Source: Monitor

The New Funnel: Be Prepared For Anything

@pgillin

Market & Competitive Intelligence

InfoSec Island Tag Cloud

TechMeme

TechCrunch Enterprise

Google Insights for Search

Social Tools Can Help You Choose Topics for Your Communications

@pgillin

Where Would You Rather Stay?

It’s now cheap and easy to consult peers for advice

Things will never be the same again as a

result

@pgillin

Start Listening

– RSS

– Google and Google Alerts

– FeedMyInbox (and related)

– Social Mention

– Omgili

– Advanced Twitter search

– Backtweets

– YouTube

– Facebook (limit)

– LinkedIn

– Industry-specific sites and blogs Boardtracker

– ‘Similar’ in Google search results

– Blog searching (Google Blog Search and Technorati)

– Delicious, Reddit, Sphinn, Diigo and other bookmarking sites

– Flickr

– SlideShare

– Review sites: e-pinions, GetSatisfaction, Yelp

Source: Alan Belniak, PTC @pgillin

Feed Reader is a Topical Newswire

Consolidate Feeds by Topic to Monitor

Markets of Interest

@pgillin

Search RSS Feeds

@pgillin

Subscribe to Searches

@pgillin

Subscribe to Google Alerts

@pgillin

Little-Known Listening Gems

Social bookmarking

Social Media Search

Website Evaluators

@pgillin

Tap In to Conversation – LinkedIn Signal

@pgillin

Identify Opportunities

#RFP Hash Tag on Twitter

People Seek Expertise on LinkedIn

And Look for Businesses on Quora

@pgillin

Market Research

Community Surveys Blog Surveys Polls

@pgillin

A Structured Approach to Response

Listen to customer conversations across the web

Listen and Engage Customers Who…

Have Suggestions Are loyal fans

(our community + external social networks)

Need Help (internal and external forums, blogs,

other external social networks )

Closed Loop Response Engine

Early Warning System

Drive for Root Cause ID

Storm Sessions / IdeaStorm

Closed Loop Process

Implement Changes

Thank / Surprise / Delight

Create Movement

Brand Ambassadors

Customer Service & Tech Support

Product Group & Professional Services

Communications Marketing & Online

Sales

Embed Responders and SMEs across critical parts of the organization to close loop with customers

Hone the listening process (top to bottom), be willing to take action and drive change in the business

Res

po

nse

ty

pe

Source: Dell Computer

@pgillin

Brand Introduction

"We watch Twitter for terms like 'does anyone know' + 'Edinburgh' to provide assistance to visitors, whether they're staying at our hotels or not. While answering this doesn't provide any immediate business benefit, we see it as an excellent way to introduce someone to our brand.”

Sam Weston E‐Marketing Manager, Apex Hotels

Source: Josiah Mackenzie ReviewPro

@pgillin

Online Cycle of Engagement

22 Source: Bazaarvoice @pgillin

Vertical Communities Go Deep

Monitor (and subscribe) to pick up on trends and opportunities

@pgillin

Communities for Self-Support

Ridgid Forum

34,000 members; 325,000 posts

Simple discussion forum format provides great SEO

Forum is a selling point for Ridgid tools

Most active contributors form advisory board

@pgillin

Communities for Product Development

TopCoder

Members compete to solve tricky

programming problem. TopCoder licenses their

innovations for its commercial software

work Dell IdeaStorm

Members submit ideas for new productve and

enhancements and vote upon each other’s

suggestions

@pgillin

Crowdsourced Development

See Paid Crowdsourcing, Current State & Progress By Brent Frei, SmartSheet.com

@pgillin

Participatory Content Is a Marketing Annuity

The one-two punch: User-generated content scales itself and fuels existing marketing programs

Imp

act

Time

Source: Bazaarvoice @pgillin

Source: Bazaarvoice @pgillin

Roll Your Own?

Branded listening posts can be public, private, moderated or user-driven. Each model has a different kind of value.

•Customer retention •Customer feedback •Customer self support •Product co-creation •Idea generation •Outsourced development •Recruiting

@pgillin

1. There is a welcome mat for marketers.

2. Transparency and honesty are

the keys to keeping it there.

3. Relevance is the key to building relationships.

4. Remember these are people. Emotion makes a

difference.

Source: Ripple6

Four Rules to Remember

@pgillin

Create a review response policy that includes:

•Your target response time

•Who on your team owns the response

•Process used and steps involved

•How to document the incident for future reference

Handling Online Negativity

Source: Josiah Mackenzie ReviewPro

@pgillin

•Avoid taking negative reviews personally.

•Avoid questioning the reviewer’s legitimacy.

•Avoid automatically replying with a discount .

•Avoid meaningless boilerplate response:

“We’re sorry to hear about your experience”

Other Good Practices

Source: Josiah Mackenzie ReviewPro

@pgillin

Twitter: @pgillin

Paul Gillin

508-656-0734

paul@gillin.com

Site: gillin.com

Blog: paulgillin.com

Twitter: pgillin

Thank You!