Using Social Media to Generate Sales

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Tips on using social media tools, specifically LinkedIn and Twitter, to generate leads and support the sales cycle.

Tips on using social media tools, specifically LinkedIn and Twitter, to generate leads and support the sales cycle.

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  • 1. Using Social Media to Drive Sales
    Presented by:
  • 2. Infographic courtesy Inside Views
  • 3. Infographic courtesy of Ecreative Internet Marketing
  • 4. The biggest barriers
  • 5. 67%
    of C-level executives cite the Internet as the most influential and important source for business information.
  • 6. Traditional Marketing
    Social Media
  • 7. Social Media Lead Generation is About Inbound Marketing
  • 8. You want people to choose you because you are interesting.
  • 9. You have lots of opportunities to be interesting.
  • 10. What can social media help you do?
    • Research and development
    • 11. Enhance relationships
    • 12. Scale connections
    • 13. Customer engagement
    • 14. Lessen complexity
    • 15. Expert positioning
    • 16. Tell your own story
    • 17. Enhance SEO
  • Social media is about relationships.
  • 18. Social networking is more than socializing.
  • 19.
  • 20. 177 million. Tweets sent on March 11, 2011
    31,017,254. Unique visitors in the past 6 months
    1 week. The time it takes for users to send 1 billion Tweets
    Quick Twitter Facts
  • 21. The Golden Rules of Twitter
    Add value
    Link to interesting content: articles, trends, videos, white papers
    Followclients, industry associations, people, news relevant to you
    Monitor and act on relevant conversations
    @reply and RT
    Promote your content
    Share white papers, news articles, videos, etc.
  • 22. Choosing a @Username
    Use your real name
    Increases your ranking in Google
    Keep usernames consistent
    Keep it short
    Avoid using hyphens, uncommon spellings, nicknames and symbols
  • 23. Setting Up Your Profile
  • 24. The Basics
    Noun: A message posted via Twitter containing 140 characters or fewer
    Verb: The act of posting a message
    An account holder on Twitter who posts and reads tweets
    Twitter handle
    Used to identify you on Twitter for replies and mentions
  • 25. The Basics
    Subscribe to the tweets of another Twitter user
    To cease following another Twitter user
  • 26. The Basics
    Including the @ sign followed by a username
    Tweets in which your username was included
  • 27. The Basics
    Follow count
    The numbers that reflect how many people you follow and how many people follow you
  • 28. The Basics
    A box on your Twitter homepage that allows you to search all public tweets for keywords, usernames, hashtags or subject
  • 29. The Basics
    Promoted tweets
    Tweets that selected businesses have paid to promote at the top of search results on Twitter
  • 30. The Basics
    Trending topic
    A subject algorithmically determined to be one of the most popular on Twitter at the moment
  • 31. The Basics
    Protected/Private Accounts
    Twitter accounts are public by default
    Choosing to protect your account means that your Tweets will only be seen or approved by followers and will not appear in search
  • 32. What Can I Tweet?
    An observation: what you are doing or thinking about a situation
    What you are reading or watching: link to a relevant industry article or video
    What events you are attending
    Promote someone else’s content: make a comment and link to it
    Promote Fathom’s content
  • 33. Engaging
    Noun: A tweet by another user, forwarded to you by someone you follow
    Verb: The act of forwarding another user’s tweet to all your followers
  • 34. Engaging
    Tweet posted in reply to another user’s message, usually posted by clicking the “reply” button next to the Tweet in your timeline
    Always begins with @username
  • 35. Engaging
    Direct message (DM)
    Private tweets between the sender and recipient
    Tweets become DMs when they begin with “d username” to specify who the message is for
  • 36. What is a Hashtag?
    Hashtag (#)
    Used to mark keywords or topics in a tweet
    Created organically by Twitter users as a way to categorize messages
  • 37. Using Hashtags
    People use # before relevant keywords in their posts to categorize tweets to display easily in Twitter search
    Clicking on a hashtag in any message shows you all other tweets in that category
    Hashtags can occur anywhere in a tweet
    Popular hashtags are often trending topics
  • 38. Hashtag Best Practices
    Use short hashtags
    Recommend using no more than 2 hashtags per tweet
    Use hashtags only on tweets relevant to the topic
    Before using a hashtag, always do a search to see how other users are using it offers an overview of popular hashtags on Twitter
  • 39. Recommended Hashtags
    Social media
  • 42. Recommended Hashtags
    • #virtualevents
    • 43. #hybridevents
    • 44. #event (often used with #marketing)
    • 45. #eventprofs
  • How Often Should I Post?
    At least 3 – 5x per week
    Share an industry news article or piece of content 2x per week
    RT a relevant tweet from a prospect, customer or colleague 2x per week
    @reply 1x per week to a prospect, customer or colleague
  • 46. Twitter 2.0
    Curated groups of other Twitter users
    Tie specific individuals into a group on your Twitter account
    Displayed on right side of menu of your homepage
  • 47. More About Lists…
    Twitter users can organize others into “lists”
    Clicking on a list will show you a stream of tweets from all the users included in that group
    You don’t need to follow a user to add them to a list
    Adding someone to a list will show you their tweets in the list, but you will not see their messages in your main timeline everyday
  • 48. How to Create a List
    Visit the profile of the user you would like to add to your list
    Click the list drop-down
    At the bottom of the drop-down menu, click “Create list”
    Enter the credentials of your list and set the privacy settings
  • 49. Using Twitter to Generate Leads
    Position yourself as a thought leader with the content of your tweets
    Links to industry articles
    RT relevant tweets
    Links to content
  • 50. Using Twitter to Generate Leads
    Seek out your prospects and customers and follow them
    Create a list to keep them organized
    Monitor the Twitter feeds of your prospects and customers to gather insight into issues of importance
    Engage with your prospects or customers
    RT interesting content (only do this 1-2x per week)
    Add a comment or additional insight to the RT
    @ reply to prospects and customers with a link to an article or piece of content that relates to an issue he/she tweeted about
  • 51. Using Twitter to Generate Leads
    Shout out to others
    Mention them in a #FollowFriday or #FF
    #FollowFriday is a hashtag that was created to introduce people to the Twittersphere
    Make sure to leave room for a retweet
    Link to other social conversations
    Link to questions on LinkedIn and add @username of author
    Tweet interesting blog posts with the author’s @username
  • 52. Valuable Content
  • 53. Who is Using LinkedIn?
    100 million+ global users
    20 million+ groups
    LinkedIn usage peaks between 9 a.m. & noon PT
    Average age:  44
    49% of users are business decision makers
  • 54. Grow Your Network
    Add your personalized LinkedIn URL to your email signature
    Connect with people shortly after meeting them
    Send personalized connection requests
    Reply with a personal note when accepting a connection request to start a conversation
  • 55. Grow Your Connections
    The “People You May Know” widget in the upper right corner helps you find contacts you might not otherwise have thought of
  • 56. Join a Group
    Search LinkedIn’s Groups Directory to find industry associations and networks to take part in
  • 57. Engage in a Group
    Join the groups and post an introduction to yourself and your business
    Respond to questions with valuable insight
    Avoid the direct sell
    Share valuable content
  • 58. Be a Thought Leader
    Update your status regularly
    Share links to interesting content relevant to your followers
    Link to content
    Let people know what you are working on
    Consider syncing your Twitter and LinkedIn accounts
  • 59. Be a Thought Leader
    Use the many forums on LinkedIn to share the knowledge you’ve gained in your area of expertise
    Avoid the direct sell
    Offer valuable insight
    Link to content
  • 60. Recommendations
    Increase referrals by asking your happy customers to write you a recommendation to publish on your profile
    Personalize your message in the Recommendation form
    Be clear on what you want a recommendation for
  • 61. Research
    Research the people you are meeting with to learn more about their backgrounds, interests, and skills
    Identify potential connections that you may share with them
    Monitor people changing titles and companies in your News Feed
  • 62. Applications
    TripIt allows you to let your network know when you will be in their city
    Set up meetings with prospects and customers
    Find relevant events
  • 63. Applications
    SlideShare application allows you to share content
    Link to your SlideSharepage
  • 64. Applications
    Reading List by Amazon allows your connections to view what you are reading and provide a recommendation on the book once completed
  • 65. Applications
    Events by LinkedIn helps you find professional events to discover what events your connections are attending
  • 66. Should I Upgrade My LinkedIn Account?
    Access to InMail
    Additional introductions
    Access to OpenLink network
    Additional search opportunities
  • 67.
  • 68. Blog Monitoring Made Easy
    Identify 5 industry blogs relevant to you and your customers
    Check at least 3x per week
    Use Google Reader to make it easy to manage
  • 69. Getting Started
  • 70. The Rules
    No client names unless approved
    Keep it professional
    Show a little personality
    Keep confidential information confidential
    Avoid speculation
    Be transparent
    Never be deceptive or misleading
    Use common sense
    Don’t comment on anything to a reporter or analyst
  • 71. Making it Easy
    Use a social media dashboard to manage all your accounts in one place
    Easy to manage multiple accounts
    Analytics to measure success
    Cell phone apps to make it easy to update on the go
  • 72. Social Media in 10 Minutes a Day
    Scan one or two industry blogs/enewsletters for a relevant article to share
    Write one tweet and/or LinkedIn update
    Reply to comments posted by members concerning your previous status updates/posts
    Scan your news feed and respond to a post
    Check in on one of your LinkedIn groups and respond to a question
    Respond to a LinkedIn InMail or connection request
  • 73. Social Media in 5 Minutes a Day
    RT a post
    Share a piece of Fathom Business content
    Scan your Twitter/LinkedIn news feed and make a comment on an update
  • 74. How Can I Measure the Success of My Efforts?
    • Engagement – comments, @ replies, RTs
    • 75. Social connections
    • 76. Behavioral change (e.g. increased inquiries)
    • 77. Increased awareness of you/Fathom when you make a sales call
    • 78. Volume of conversations
    • 79. Conversations in new places
    • 80. Increase in dialogue vs. monologue
  • The Golden Rules B2B Social Media
    Be interesting
    Add value with helpful content
    Focus your efforts
    Engage in the conversation
    Think long term
    Keep your information current
  • 81.
  • 82. Thank You
    Larry Holdren
    t: @lholdren
    Shannon Danitz
    t: @stdanitz