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Huthwaite Future Forum: Global Insights - Social SellingPresentation Transcript
FutureIn association withForumMelbourne | SydneyMay 2013
Proudly broughtto you by:Huthwaite Future ForumWelcome• Introduction• Research• Panel discussion• Wrap up – food for thoughtTwitter hashtag for the Forum: #HWFF
Proudly broughtto you by:Huthwaite Future ForumQ2201235%Q4201241%Buyers now engage directlywith sales people later in thesales process.Source: Huthwaite Sales Pulse SurveyBuyers use social media andprofessional networks as part ofthe buying process.Q2201224%Q4201234%Sellers believe they need ahigher level of business acumento be able to provide businessinsight.Q2201279%Q4201285%Change
Proudly broughtto you by:Huthwaite Future Forum200,000,000 – The number of members for professional social network LinkedIn,an increase of 13 million since November 1, 2012. (Source: LinkedIn)181,000 – The number of Twitter users with “social media” as part of theirbio as of January 2013, up from just 16,000 in 2009. (Source: AdAge)2 - The number of people that join LinkedIn every second, which equatesto more than 172,000 new members per day. (Source: LinkedIn)200,000,000 – The number of monthly active Twitter users. (Source: Twitter)33 – The percentage of US Internet users who said they ended a connection witha brand on social media due to the brand sharing too many updates.(Source: eMarketer)Social upheaval
Proudly broughtto you by:Huthwaite Future ForumThe situation2012 Sales Management Association (SMA) survey ofsales managers and sales leaders:• 96% use LinkedIn at least once a week.• 80% believe sales force would be more productive.• >50% expect to increase their engagement withLinkedIn, Facebook and Twitter.• 66% of firms do not have a social media strategy forthe sales organisation.
Proudly broughtto you by:Huthwaite Future ForumThe problemOnly 11% of companies hadformalised customer-facingsocial media efforts forsales, compared to 82% formarketing.Source: Alimeter GroupFormalised customer-facingsocial media efforts by group
Proudly broughtto you by:Huthwaite Future ForumThe bigger problem2012 Sales ManagementAssociation (SMA) survey ofsales managers and salesleaders:• Sales force lacks a solidunderstanding of socialmedia.• Their own firm’s socialmedia engagement lacksthat of their importantcustomers.• Few have had sufficientsocial media training.Source: Sales Management AssociationSocial media education in sales
Proudly broughtto you by:Huthwaite Future ForumThe implication – social media satisfactionMain areas of dissatisfaction were in generating leadsand, to a lesser extent, nurturing leads. Why?Source: B2B Marketing Outlook Report 2013
Proudly broughtto you by:Huthwaite Future ForumWhy does it matter?Social selling remains anambition, not reality atmost B2B organisationstoday; however, theevidence is clear thatchange is underway.Source: Aberdeen GroupPerformance benefits ofsocial selling
Proudly broughtto you by:Huthwaite Future ForumThe good news …Sellers don’t have to makea decision to adopt socialmedia – their customershave already made it forthem.
Proudly broughtto you by:Huthwaite Future ForumThe PanelJohn GoldenHuthwaitePresident & CEO@johncgoldenMatt LoopLinkedinHead of Solution Sales@mattloopMarie SorninFairfax MediaSocial Media Director@mariesorninTom SkotidasSkotidasDirector@tomskotidasChris CollacottDeloitteDigital Marketing Manager@chriscollacottDanielle Di-MasiBusiness Etiquette &Digital Relationship Expert@danielledimasiTwitter hashtag for the Forum: #HWFF
Proudly broughtto you by:Huthwaite Future ForumHuthwaite’s latest research• 30% post for business purposes weekly.Why• 72% to research and make connections withprospective buyers and clients.• 71% to improve personal brand.• 55% to generate value for customers.However• 37% don’t know how best to maximise theuse of it.• 32% struggle to create the right messaging in a givensituation.
Proudly broughtto you by:Huthwaite Future ForumEmerging trends• Social media is used almost daily by the majority ofsalespeople, but not necessarily effectively.• Salespeople struggle most often with:– creating the right messaging in a given situation;– maximising the use of social media.• Techniques are evolving rapidly, everyone isstill learning.• Discipline is required.
Proudly broughtto you by:Huthwaite Future ForumOur philosophy on social selling• Create a daily routine that will fit into your existingsales process.• Inspire and educate (give your knowledge away) asyou engage with prospects and customers.• Develop your personal brand and become a micro-marketer.• Find the platform and technique that works best foryou.• Search / Listen / Share.
Proudly broughtto you by:Huthwaite Future Forum
Proudly broughtto you by:Huthwaite Future ForumThank you• Draw for books• Feedback form• On-line blog / discussion