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  • 60% of B2B salespeople say cycles for closing sales are extending, 43% of B2B buyers follow online social media discussions to learn about products, 25% of  buyers say social media influenced their selection of a solutions provider22% of buyers connected directly with a solutions provider via social networks2009 B2B Buyer Transformation Study by Onesource

Gavin Heaton Gavin Heaton Presentation Transcript

  • Social SellingFrom Open Networks to Closed CommunitiesNovember 2011
  • http://www.flickr.com/photos/shelleyp/© 2011 SAP AG. All rights reserved. 2
  • http://www.flickr.com/photos/achimh/ http://www.flickr.com/photos/keithallison/ http://www.flickr.com/photos/jamesboyes/© 2011 SAP AG. All rights reserved. 3
  • http://www.flickr.com/photos/ivyfield/© 2011 SAP AG. All rights reserved. 4
  • © 2011 SAP AG. All rights reserved. 5
  • 1. Eye on the future 2. Finger on the pulse 3. Seat at the table “The game had changed ...” @TimLonghurst© 2011 SAP AG. All rights reserved. 6
  • Social Media Adoption The growth of social networks has been accelerating. Daily users (August 2011):  Facebook – 310 million  StumbleUpon – 27.5 million  Twitter – 22 million  Flickr – 10 million  LinkedIn – 8 million Twitter messages (per day):  September 2010 – 90 million  January 2011 – 100 million  October 2011 – 250 million http://www.searchenginejournal.com/the- growth-of-social-media-an-infographic/32788/ http://techcrunch.com/2011/10/17/twitter-is-at-250- million-tweets-per-day/© 2011 SAP AG. All rights reserved. 7
  • Knowledge Doubles Kurzweil shows that knowledge doubles every year and has been doing every year since the 60s. How do we deal with this avalanche of information?© 2011 SAP AG. All rights reserved. 8
  • Eric Schmidt, Google “ Between the dawn of civilization through 2003, five exabytes of data was created ... Now that much is ” created every TWO days.© 2011 SAP AG. All rights reserved. 9
  • Tech Innovation There’s more power in your hand than what was used to put man on the moon© 2011 SAP AG. All rights reserved. 10
  • Can You Be Interrupted? http://news.cnet.com/8301-27083_3-10469162- 247.html?part=rss&subj=news&tag=2547-1_3-0-20© 2011 SAP AG. All rights reserved. 11
  • Social media is not just about sales or marketing(though it is a good place to start) Every organizational unit is being impacted by social SALES Sales or marketing is an obvious first Social Selling step for most enterprises. Aberdeen COMMS HR Group recently reported (June 2011) Social Public Social that 53% of retailers are pressured by Relations Recruiting increased consumer use of social media. Your Business But it’s not just about “listening” or CHANNEL COO monitoring, it’s about shadowing the Social Social Customer constant shifts in customer affinity. Ecosystem Service  Gain customer intelligence MARKETING  Identify new sales targets Social Marketing  Develop closer relationships  Shorten buying cycles  Grow your prospect base© 2011 SAP AG. All rights reserved. 12
  • Why Think About “Social”? The “Game Changer” People are less reliant on advertising They are researching options before they commit Decision makers are turning to their trusted networks for advice at all phases of the sales cycle And so should we!© 2011 SAP AG. All rights reserved. 13
  • © 2011 SAP AG. All rights reserved. 14
  • Demo or Identify Initial Meeting/ Assess Determine Submit Proof of Purchase buyer Contact Call Needs Budgets Proposal Concept Outbound Sales© 2011 SAP AG. All rights reserved. 15
  • Search, find, Initiate Share Request Proposal research Contact Project Info Website Download Share Engage in and and View Specs Demo Resources© 2011 SAP AG. All rights reserved. 16
  • © 2011 SAP AG. All rights reserved. 17
  • We needed to reframe the sales process© 2011 SAP AG. All rights reserved. 18
  • Use available tools (slingshot) to aim the birds (each with special abilities) at structures© 2011 SAP AG. All rights reserved. 19
  • The objective: “eliminate the pigs”© 2011 SAP AG. All rights reserved. 20
  • Developed by Rovio Mobile “puzzle video game”© 2011 SAP AG. All rights reserved. 21
  • “addictive game play” win win win win© 2011 SAP AG. All rights reserved. 22
  • Three Primary Elements Targets Players Strategies a h s© 2011 SAP AG. All rights reserved. 23
  • “Targets” Sponsor Influencers Distractions Stakeholders Don’t forget to smell these© 2011 SAP AG. All rights reserved. 24
  • “Players” Quota Closed Account ExecutiveSales VP© 2011 SAP AG. All rights reserved. 25
  • “Strategies” Where do you aim? What is your angle? Direct/indirect? Focus and effort? a h s© 2011 SAP AG. All rights reserved. 26
  • Social Selling and Social Customer Relationships How do we respond to these complexities? Using the scale and reach of social networks to accelerate and extend the sales process.© 2011 SAP AG. All rights reserved. 27
  • “ The customer is in control of the conversation. SCRM is the company’s response to the customer’s control of the conversation. There is no joint ownership of the conversation. But there is no control by one or the other of the relationship between them. Though the ” “power balance” can lean toward one or the other. Right http://bit.ly/rAzQGx now it leans to the customer.© 2011 SAP AG. All rights reserved. 28
  • Three Cs of Community Engagement Content Cadence Conversation • Source • Timing + Pace • Monitor + Respond • Transform • Orchestration • Identify + Leverage • Coach • Message Discipline Influencers • Tag + Spotlight • Ride the Waves • Collaboration • Consumption • Drive + Leverage Campaigns© 2011 SAP AG. All rights reserved. 29
  • Players Targets Strategies© 2011 SAP AG. All rights reserved. 30
  • Players Eye on the future Targets Finger on the pulse Strategies Seat at the table© 2011 SAP AG. All rights reserved. 31
  • VP Knowing your targets CIO Fish where the fish are Connecting the dots© 2011 SAP AG. All rights reserved. 32
  • Connecting Your Network 1. How many connections do you have? 2. How many customers are you connect to? 3. How many colleagues are in your network?© 2011 SAP AG. All rights reserved. 33
  • http://www.breakingcopy.com/social-media-flowchart-status© 2011 SAP AG. All rights reserved. 34
  • Easy to Start, Small StepsSmall time commitment and modest objectives:1. Grow connections by 25%2. Publish 12 status updates3. 10 step, assisted program© 2011 SAP AG. All rights reserved. 35
  • 10 Step Program1. Training 6. Make It Part of Your Day2. Profile Makeover 7. Amplify Campaigns and Themes3. Connect to People You Know: 8. Direct Contact:  Outlook plugin  Look to stakeholders and  Connect to colleagues influencers  Follow companies  Ask for introductions4. Connect to People You Need 9. Follow Guidelines  Advanced search  Corporate guidelines  Reachable 10. Supercharge Your Summary5. Participate in your network  Status updates, thought leadership  Groups © 2011 SAP AG. All rights reserved. 36
  • Measurable Quick wins Demonstrate value© 2011 SAP AG. All rights reserved. 37
  • One Connection Opens a Network of Opportunity CEO CEO CEO CEO CEO CEO CFO CEO CEO CEO CEO CEO CEO CIO© 2011 SAP AG. All rights reserved. 38
  • Network Becomes Your News 1. Keep up-to-date with your contacts through Profile feed 2. Use LinkedIn Today to see what is relevant and important in your network 3. Participate and engage with your network in the one place© 2011 SAP AG. All rights reserved. 39
  • Supercharging Your SummaryEmploy the principles of inboundmarketing on your SummarySTOP: Using the “Summary” space tosummarize your experience.START: Using it to put forward your valueproposition to any contact.Explicitly: Welcome people to your profileDescribe recent scenarios or use caseswhere you have delivered results to yourcustomersExplain why someone should contact you © 2011 SAP AG. All rights reserved. 40
  • The Open Network is Also a GatewayLessons Learned Outcomes Different birds are different  Even the most Those from the Twitter program picked up uncommitted participant LinkedIn more aggressively grew their network by 20% Most people overestimate their expertise  Many participants grew Momentum is only achieved through their networks by over participation (ie you have to engage with the 40% concept before you see success)  It takes longer than you can imagine© 2011 SAP AG. All rights reserved. 41
  • “You Always Need Another Level”© 2011 SAP AG. All rights reserved. 42
  • SAP Community Network http://www.slideshare.net/markyolton/blogwell-20june2011-mark-yolton- sap© 2011 SAP AG. All rights reserved. 43
  • http://www.flickr.com/photos/42228837@N06/4220872666/© 2011 SAP AG. All rights reserved. 44
  • PCN Connect An innovative, closed community platform connecting information, knowledge and people from SAP and the network of premier customers. Not all information – just the most relevant (self service) Support the customer decision making process Connect customers with each other© 2011 SAP AG. All rights reserved. 45
  • Combining Open + Closed Networks Customer Network 1. Eye on the future 2. Finger on the pulse 3. Seat at the table Open Closed Network Network© 2011 SAP AG. All rights reserved. 46
  • © 2011 SAP AG. All rights reserved. 47
  • Thank You!Contact information:Gavin HeatonE: gavin.heaton@sap.comM: +61 404 004 516 http://www.linkedin.com/in/servantofchaos @servantofchaos