Today, businesses and organizations are looking for more from social media when it comes to lead generation, customer acquisition, churn, and more. This presentation highlights how companies can use behavioural insights from freely available data to meet these needs, and exceed them.

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Why Behavioural Data is Key to
Social Selling Success

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So… Social Selling…
Are we just being sheep
for this latest ―buzzword‖?

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79% of salespeople who use Social Media as a selling tool
outperform those who don’t.
-Social Centered Selling Survey
Among Decision-Makers, LinkedIn Is The Most-Used Social
Network for Work
-Forrester
Sales Increased 400% in Social Selling Pilot Program
-IBM
Why Social Selling?

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People are looking for social selling

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So why is social selling so popular?
Simple – social media has
grown up and it’s not just
fuzzy unicorns now
(not a unicorn)

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Social media maturity

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Stupid social selling, though…
There’s no fixing that

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Which is why social selling needs
BEHAVIOURAL DATA

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Behavioural data
“information employed in marketing for designing
promotional campaigns based on consumer’s
buying habits, brand preferences, and product
usage.”

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Case study
MV-1 Canada

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MV-1 Canada

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MV-1 Canada

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MV-1 Canada

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MV-1 Canada

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MV1-Canada
20%
in 12 months

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You need more than data analysis; you need
people analysis
Data gives information, but people give nuances.

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We have no shortage of information

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We have no shortage of information
But information only
tells half the story…

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Data-only information skews the story

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People tell us the REAL story

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People tell us the REAL story

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These social signals provide buying data

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Why Updates Rule
• They tell your network what you are up to
• An opportunity to share content of value
• Follow clients and potential clients for insights (e.g.
Did they just connect or are they connected to your
competitor?)
• Provide reasons to get in touch (e.g. Job change =
Money In Motion)

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LinkedIn – Datamining And Prospecting

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What more can I learn about them from what
they say, do, and share?
Prospect Profiling Via Social

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What are they and where do I find them?
It’s easier than you think and getting easier.
Social Signals

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LinkedIn Social Signals – Daily Email
Money
in
motion!

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Customers Broadcasting Financial Triggers

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How do I get on a prospect’s radar and stay there?
How can I stay on top of managing my network?
Managing Social Interactions

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Social selling technologies you can use
today
Social data, signals, sCRM and measurement

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Social data – Mantis / Pulse Analytics

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Social data – Mantis / Pulse Analytics

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Social signals – Lymbix

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Social signals – Lymbix
Emotional Analysis
API offers
qualitative text
analytics across
eight emotional
categories

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sCRM – Nimble

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sCRM – Nimble

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Measurement – Measure.ly

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Measurement – Measure.ly

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Measurement – Measure.ly

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Measurement – Measure.ly

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Tying It All Together
Mindset, Method, Data

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Social Media = Corp DNA

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Count Me In!
Whatever
I Don’t Want
To Tweet And
You Can’t
Make Me
Internal Social Media Attitude

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Headquarters
Parent Organization
Executive Team
Management Team
Frontline Management
Channel Partners
Customers/Community
Many organizations have
implemented social media
activities :
• within distinct business
units or functional areas
• with little to no
coordination across the
organization
• with limited or poor
communication from the
frontline to executives and
back down.
Current State of Communication

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Content, communication, and authority need
to cascade down through the organization with
feedback making its way back up
Headquarters
Parent Organization
Executive Team
Management Team Frontline Management
Channel Partners
Customers/Community
Regional Office
Business Unit
Functional Area
Ideal End State of Communication

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With a holistic approach to
social media and the
coordination of efforts,
organizations have the potential
for:
• input regarding product
and/or service ideas or
improvements
• incremental revenue
• cost reduction from
operations
• higher customer satisfaction
• amplification and cross-
promotion
• improved brand reputation
management
• improved collaboration and
communication
Headquarters
Parent Organization
Executive Team
Management Team
Frontline Management
Channel Partners
Customers/Community
Ideal End State

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Find them and promote them amongst stakeholders
Bright Spots
10/1/2013 63

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What are people focused on and compensated for?
Focus On Outcomes

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Silo Busting Collaboration

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Thank you
www.arcompany.co
a.jenkins@arcompany.co
d.brown@arcompany.co