How to set up a social media listening station. Short history of social media and multiple strategies and techniques to help you determine what is important to your market, clients and prospects. Learn how to legally and ethically listen in on some conversations your competitors are having, or more importantly - when they are not responding. Your customers are talking about you! Learn how to respond to bad reviews.

1. How to Outwit and Outsell Your Competition
With Covert Tactics
Social Media Breakfast-Kishwaukee Area

2. Co-Founder of CertifiedSocialMedia.com with
best-selling author Al Lautenslager.
CertifiedSocialMedia.com teaches how to
incorporate effective Social Media tactics into
an integrated marketing campaign.
Coaches clients to integrate Social Media
tactics into traditional marketing plans.
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3. 
45 Minute Workshop
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Quick Intro to Social
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Advanced Queries
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5 Tools or Techniques
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Who is linking to your competitor‟s blog?
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5. 
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Social Media goes back 2,500 years.
The telegraph was early Social Media
technology.
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Then the telephone.
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Then online bulletin boards and Compuserve.
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6. 
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People think of Social Media as new
technology of the past decade.
But it‟s more than that and it‟s less than that!
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7. 
Engagement
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Conversations
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Networking
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Word-of-Mouth
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Viral
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Your customers are talking about you.
Your competitor‟s customers are talking
about them and with them.
Your customers are looking for solutions.
Your target market is asking questions.
Are you listening?
Cue the Mission Impossible
theme!
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Google Alerts. Google.com/Alerts Set up for
type of information, how often you want to be
notified.
Result Type: News, Blogs, Videos, Discussions
How often? Real Time, Daily or Weekly
How many? The Best or All Results
Set up alerts on your name, market KW,
competitors (& employees), coupon codes,
job hunting.
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Micro-blogging site. 140 characters or less
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People follow other people
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Similar interests, themes & events are
organized and followed by using a #hashtag
(Search for “keyword + „hashtag‟” or “What‟s
the hashtag for…” a chat or topic)
Trends can be followed at Search.Twitter.com
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12. 
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Type in „apple pie recipes‟ (without the „ „) in
Search.Twitter.com and posts containing
those keywords will be returned. You could
search on someone‟s name or a brand. This
is a broad match.
If you want a list of tweets with exact
keyword phrases, include quotes. “apple pie
recipes” will only return tweets with the exact
phrase. If someone tweeted „recipes for
apple pie‟, you would NOT get a match.
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Do an advanced search using Twitter Search.
“happy hour” Exact Match.
Love OR hate. “love,” “hate” or both
Beer –root. Contains beer but not root.
From:rwardlow7. What they tweeted. +
To:mashable. Mention @Mashable
“Happy Hour” near:”Chicago”
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Near:Chicago within:15mi
Pork rinds since:2013-12-27
Twerking until:2013-12-28
Restaurant :( or Restaurant :( near:Chicago
Traffic ?
Hilarious filter:links
News source:twitterfeed
How to Set Up a Social Media
Listening Station - Kurt Scholle
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15. 
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See all the @replies TO someone. These are
public, not Direct Messages. Search
„to:AlyssaMilano‟ (Another great competitive
tool!) Get similar information using
„@alyssamilano‟
Advanced Operators
Filter RT: „David Perdew –rt‟
Filter Links: „mashable –filter:links‟
Negative Mentions: „godaddy :(”
Questions About: „godaddy ?‟
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Search for people by using keywords in their
Twitter bios
Twellow
SocialBro
Friend or Follow
DoesFollow
FollowerCheck
FollowChecker
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26. 
Monitor their @ replies. Set up a column on
Hootsuite or Tweetdeck.
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Are their customers getting answered back?
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Be careful of using blatant sales pitches!
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Be public about it. (or not)
Be stealthy. Create a private Twitter list of
competitors. (You could do a private list of
their prospects or customers.
Select “New List” on your homepage or by
using Tweetdeck or Hootsuite.
Follow all Twitter (and Facebook) accounts;
even their employees.
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Auto-fill: Who, What, When, Where and Why
Start a query as a question. “How do I…” or
even begin with a product, service or niche.
http://www.google.ca/advanced_search
Auto-fill: Who, What, When, Where and Why
Start a query as a question. “How do I…”
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32. 
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Search on your „niche + FAQ‟ to find what
others think is important to your audience.
Now you have some content ideas! Do a “Top
5” or “7 Keys to…” or your own FAQ page or
post. Then, do posts on each.
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33. 
Do a search on your „niche + submit post‟ to
find guest blogging opportunities.
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34. 
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Google Blog Search
(www.blogsearch.google.com)
Technorati (www.Technorati.com)
IceRocket (www.IceRocket.com)
Select blogs with excellent content and high
subscriber numbers. Use Alexa or Compete to
estimate number of visitors and gauge
influence.
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35. Many online searches are people looking for
solutions. Monitoring these helps you validate
markets, find killer blog topics/site content
and even positions you as an obvious expert!
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Answers.com
Yahoo Answers (Answers.Yahoo.com)
LinkedIn Answers (RIP Jan 2013)
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39. Blog: Website-ROI-Guy.com
Kurt@WebAsylum.com
Facebook.com/WebsiteROIGuy
Twitter: @KurtScholle
Twitter: @CertifiedSocialMedia
LinkedIn.com/in/Kurt.Scholle
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