This is one technique among a series I’m covering on conversation mining for lead generation.

People who are shopping have a particular way of speaking.  These are potentially the best leads because they not only have a need but also show a desire to buy.  To pinpoint these leads, set up a topic on your brand, your competitor’s brand and the names of your category.  Then set up a “Comparison Shopper” theme to filter the conversation down to words pertaining to comparison shopping, recommendations, questions, etc.  Avoid using the question mark itself as an indicator because, in our experience, it tends to indicate spam.  In my smart phone example below, I’ve got “I’m looking for” as one of the phrases in my theme definition and it surfaced a “Ricky P” who’s in the market for a smart phone and is getting advice on disboards.com.

Thinking about your own business, how would you set up your Comparison Shopping theme?  There are many phrases like “looking for recommendations” that would apply to almost any category.  But what additional terms can you think of specific to your category?  For instance consider the word “which”.  It’s too generic by itself to include in the Comparison Shopping theme.  But if you’re looking for dermatology leads then you could include “which dermatologist” in your theme definition.

What do you think?  Please share your thoughts, experiences, advice, etc. to help develop this new field of social selling.  For more social lead gen techniques, please refer to the summary blog post here. To discuss how this or any of the other social lead gen techniques from the series could work for your specific case, please contact NetBase (info@netbasequid.com) for help assessing your requirements.

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