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 How do we sell SMM to the SME?                         Tomas Zeman
Common objectionsBusinesses usually don’t understand how to use SMM.                                    Generation shift X...
Do your homework
It’s not for everybodyChoose the right business category:  1. Example questions to ask     • How complicated and difficult...
Different networks• It’s not only about Facebook & Twitter•   Blogs•   Discussion forums•   Pinterest•   Yelp•   YouTube• ...
Check whats going on
Conversation already existsPeople talk about “YOU” …  • brands & products  • using terms from different industries/segment...
Summary of the homework2. Select categories for your sales department.3. Identify where the conversation takes place.4. Id...
Selling tipsWhat to sell?-One time social media set-up and profiles clean-up-Continuous conversation, analysis, leads-One ...
What to sellI. Client’s website integration                (quick win)    •    Helps SEO    •    Fan boxes and Like button...
What to sellII. A place for marketing and promotions  •   Run customer contests  •   Sweepstakes & coupons  •   Help to bu...
What to show at the meeting• Show your homework• Show successful case studies   Communication and engagement case studies...
Take away concept• Telefonica O2 Gurus in the Czech Republic• Small business don’t have much time to monitor   and take ca...
✆ +420 245 009 219tomas.zeman@hanstiger.com    www.hanstiger.com
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Selling Social Media to SME

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MY presentation from Yellow Search TODAY! 2012 conference.
How to sell social media so SME.

Published in: Education, Business, Technology
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  • Transcript of "Selling Social Media to SME"

    1. 1.  How do we sell SMM to the SME? Tomas Zeman
    2. 2. Common objectionsBusinesses usually don’t understand how to use SMM. Generation shift X -> YComplains: •I don’t know how to use it.•People would talk about us negatively.•I can’t control it.•I‘m a B2B company.•I don’t have time for it.•My customers are not using social media.•It’s not a sales tool.•What is the ROI.•My industry isn’t interesting.
    3. 3. Do your homework
    4. 4. It’s not for everybodyChoose the right business category: 1. Example questions to ask • How complicated and difficult is the segment? • Is there potential for a lead generation? • Is business consistent during the whole year? • Can the business produce interesting content? • Are their customers using social media? 2. Multiple-criteria decision
    5. 5. Different networks• It’s not only about Facebook & Twitter• Blogs• Discussion forums• Pinterest• Yelp• YouTube• Foursquare many others  &  local, industry and country dependent …
    6. 6. Check whats going on
    7. 7. Conversation already existsPeople talk about “YOU” … • brands & products • using terms from different industries/segments… even if you don’t do anything3.See if people talk about your client, his competitors, industry terms.4.Identify networks - where it happens.5.Show them the results.
    8. 8. Summary of the homework2. Select categories for your sales department.3. Identify where the conversation takes place.4. Identify conversation and terms used for each  category.5. Create an A4 page with existing conversations for  each category.6. Prepare a “Social Media Starter Pack” brochure.9. Check if the business already uses social media.
    9. 9. Selling tipsWhat to sell?-One time social media set-up and profiles clean-up-Continuous conversation, analysis, leads-One time promotional & acquisition campaigns 
    10. 10. What to sellI. Client’s website integration  (quick win) • Helps SEO • Fan boxes and Like buttonsII. A place for conversation (copywriting)• Customer support• Protecting the reputation• Continuous engagement• Time consuming, 10minutes every day
    11. 11. What to sellII. A place for marketing and promotions • Run customer contests • Sweepstakes & coupons • Help to build a customer databaseIII. Experimental (at your own risk) • Lead generation • Hiring new employees • Weekly tips and analyzes for customers - what they can  communicate (valentine, holidays, weather, jokes, ...)
    12. 12. What to show at the meeting• Show your homework• Show successful case studies  Communication and engagement case studies  Promotional & sweepstakes case studies  Show what leaders in each business category are doing• Educate and explain, show patience“Be at a place where yourcustomers spend their time.”
    13. 13. Take away concept• Telefonica O2 Gurus in the Czech Republic• Small business don’t have much time to monitor  and take care of social media• You can monitor conversation and find there leads  and customer support statuses. • Based on locality and segment, can be redirected to  selected business or answered immediately. YP can become trusted advisor for people
    14. 14. ✆ +420 245 009 219tomas.zeman@hanstiger.com www.hanstiger.com

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