Social Selling: How to Use Social Networks to Close More Deals

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[Webinar Presentation Slides] How can sales and marketing teams efficiently leverage social networks to generate leads? How can you take advantage of “social signals” to deliver actionable insights that lead into real business opportunities? Ovum and Hearsay Social to discuss social selling and how technology is a key enabler for creating companies that empower their employees to close more deals.

Published in: Business

Social Selling: How to Use Social Networks to Close More Deals

  1. 1. Social Selling: How to Use Social Networks to Close More Deals Featuring Ovum’s ‘On the Radar” Report Carter Lusher, Research Fellow & Chief Analyst, Ovum Amy Millard, VP, Marketing, Hearsay Social #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 1
  2. 2. About Us Moderator Guest Speaker Presenter Emily Aradi Carter Lusher Amy Millard Marketing, Hearsay Social Chief Analyst, Ovum VP, Marketing, Hearsay Social @rosearadi @carterlusher @Amillard_tweets #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 2
  3. 3. Agenda I.  Ovum’s ‘On the Radar’ Report II.  Social Selling •  Quick Hearsay Social Intro •  Social Selling Best Practices •  Technology as an Enabler III.  Q & A Session #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 3
  4. 4. Hearsay Social... On the Radar #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 4
  5. 5. Ovum Signature Research | On the Radar Objective No set schedule •  Highlight vendors creating innovative ideas, products, •  Report published as the vendor comes to the or business models analyst’s attention •  Vendors that bear watching for their impact on markets Diverse •  Offering could be suitable for certain enterprise and public sector IT organizations •  More than 130 ‘On the Radar’ pieces published to-date Audiences •  Enterprise and public sector IT and line-of-business executives •  Ovum clients #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 5
  6. 6. How Does a Vendor Qualify for ‘On the Radar’ Status? Qualifiers Immaterial •  Clear innovation in ideas, products, or •  Ovum client status business models •  Size of firm: startups to mega-vendors can •  Addresses a real business opportunity or qualify problem •  Commercial success •  Understands the need for go-to-market activity as well as innovation •  Relevant to Ovum’s research agenda #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 6
  7. 7. ‘On the Radar’ Standardized Format •  Succinct, but not a thumbnail sketch A •  Four pages with a strict word count by section   B    A Catalyst D Recommendations – Why put B the company on your radar? E C Highlights – Background D Highlights – Current position C E Data Sheet – Key facts #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 7
  8. 8. #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 8
  9. 9. Business Problems to be Solved   •  Enterprises whose relationships with •  Corporate social media is often generic customers and prospects are via a and disconnected from customers distributed sales force or branch offices have different social networking •  Local sales teams, branch offices, or challenges than B2B or other B2C franchises often ignore or fumble social vendors network interactions with customers and prospects Bottom line = Inefficient and ineffective leveraging of social networks leads to loss of sales   #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 9
  10. 10. Key Messages   •  Hearsay Social helps enterprises with •  Hearsay Social has the ability to identify distributed sales teams to effectively and emerging trends and enterprise social efficiently leverage social networks by media challenges earlier than its providing actionable insights into competitors. customers’ lives. •  Hearsay Social’s biggest challenge today •  Hearsay Social is a very focused is managing rapid growth company, avoiding the startup mistake of trying to be everything for everybody. •  Hearsay Social has effectively leveraged its CEO/founder’s visibility in the market. #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 10
  11. 11. Are you changing as fast as the world around you? #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 11
  12. 12. The customer-adaptive enterprise creates sustainable competitive advantage Tech is not at the center of the customer-adaptive enterprise #HSSWebinar a key enabler But it isSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 12
  13. 13. Recommendations for Enterprises Why put Hearsay Social on your radar? •  Well positioned to become an important •  Enterprises with hundreds or thousands of part of large enterprises’ B2C marketing distributed sales teams, branch offices, or toolboxes franchisees should be evaluating Hearsay Social as a way to leverage social •  Key characteristics networks for lead generation and sales –  Sound vision effectiveness –  Focused strategy –  Practical-for-the-novice-user application –  Back-end corporate marketing engine –  Team –  Venture capital backing –  Referencable customers –  High visibility via its CEO #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 13
  14. 14. Social Selling #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 14
  15. 15. Hearsay Social: Social Media Success for Large Enterprises Our Investors Over  40,000  Advisors,  Agents,  and  Representa4ves   Customers  in  US,  Canada,  EU,  and  AUS   Key Partnerships Delivering Compliance and ROI ü  Every level of the organization ü  Every social network 400% customer growth in 11 months ü  Every device #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 15
  16. 16. Hearsay Social: Social Media Software for the Distributed Enterprise DSOs: Health & Real Estate: Retail: Wellness: Financial Services: Insurance: #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 16
  17. 17. Millions  of  Ac4ve  Users   #HSSWebinar  -­‐          500      1,000      1,500      2,000     Dec-­‐04   Mar-­‐05   2005 Jun-­‐05   Sep-­‐05   Dec-­‐05   Mar-­‐06   Jun-­‐06   2006 Sep-­‐06   Dec-­‐06   people Mar-­‐07   Jun-­‐07   2007 >1.6B The World Has Gone Social and Mobile 98% Sep-­‐07   Dec-­‐07   of online population Mar-­‐08   2008 Jun-­‐08   Sep-­‐08   Dec-­‐08   Mar-­‐09   2009 Jun-­‐09   Sep-­‐09   7BSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential Dec-­‐09   Mar-­‐10   2010 Jun-­‐10   on online social networks worldwide hours per month Sep-­‐10   Dec-­‐10   Mar-­‐11   2011 Jun-­‐11   Sep-­‐11   Dec-­‐11   Mar-­‐12   Today Jun-­‐12   Sep-­‐12  #HSSWebinar 1B+" 25M+" 100M+" 187M+" 555M+"17
  18. 18. Social Media Has Also Changed What People Expect from Businesses Instant response Transparent and public conversation Expect to be educated in the channels they prefer when deciding #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 18
  19. 19. What Sales People Are Really Thinking About Social Media “What do I say?” “I don’t want to spend a lot of time” “I’m not a marketer. And I don’t want to learn how to be one.” “I’m rarely at my desk – I need to use my phone and home office too.” #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 19
  20. 20. Hearsay Social: Easy social productivity for relationship sellers Sophisticated marketing for your marketing team Complete compliance across all devices #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 20
  21. 21. Hearsay Social: Designed for Large Enterprises Rich Analytics! Social Sales! Social Marketing! Compliance! Enterprise Rights Management! Hearsay Social’s Scalable SaaS Platform ü  Role-based functionality drives adoption ü  Scales to 100,000s users per customer ü  Compliance in background for users – until a problem #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 21
  22. 22. Best Practices for Social Selling 1.  Engage your existing networks 2.  Act on timely information to drive acquisition, loyalty, and retention 3.  Leverage corporate marketing material #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 22
  23. 23. Best Practice #1 Engage Your Existing Network Financial Advisors 92% of people trust recommendations Brand Ambassadors Realtors from people they know Local Franchisees Insurance Agents B2B Sales Direct Sellers 17% of people trust banks and big #HSSWebinar businessesSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 23
  24. 24. Best Practice #1 Engage Your Existing Network •  Don’t be shy, ask for referrals 92% of people trust recommendations from people they know #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 24
  25. 25. Best Practice #2: Act on timely information to drive acquisition, loyalty, and retention signals #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 25
  26. 26. Best Practice #3 Leverage corporate marketing material •  Who creates content? –  Agencies, corporate marketing team, public relations, you? Probably all of these and more. •  Increase your credibility by sharing quality content generated by corporate teams #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 26
  27. 27. CRM needs to be recalibrated! as a business strategy to ! create and deliver value" - Carter Lusher, Ovum" #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 27
  28. 28. Case Study: Farmers Insurance Brand Page 6,000+ Agent Profiles Recruiting Pages From corporate to agents to recruiting, Hearsay Social powers social media ROI across the enterprise." — Marc Zeitlin, VP Marketing" #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 28
  29. 29. Case Study: Farmers Insurance Nearly all of my new clients this year have come from Hearsay Social." — James Peregrino" Agent of the Year, Pacific Zone" #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 29
  30. 30. Q&A #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 30
  31. 31. Want to learn more about how Hearsay Social can make your company’s social media strategy wildly successful?1 Get in touch! contact@hearsaysocial.com 888.990.3777 @HearsaySocial   #HSSWebinarSocial Selling: How to Use Social Networks to Close More Deals | © 2012 Hearsay Social | Proprietary & Confidential #HSSWebinar 31

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