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Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win
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Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win

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This presentation was delivered to the Sales Operations Group of the UW E-Business Consortium - and generated an active conversation of offline sales success and how integrated social media can …

This presentation was delivered to the Sales Operations Group of the UW E-Business Consortium - and generated an active conversation of offline sales success and how integrated social media can accelerate the sales process - even in highly structured traditional environments.

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  • Transcript

    • 1. Social
Media
Strategy
 for
B2B
SalesCrea4ng
Context
and
Debunking
 Myths
So
You
Can
Win
    • 2. “People
don’t
want
to
connect
with
brands.
They
want
to
connect
with
 each
other.
Fascina8ng
companies
 create
more
opportuni8es
for
people
to
connect
with
each
other;
 through
the
brand.” —
Sally
Hogshead,
Author
of
Fascinate
    • 3. Finn Digital• Digital Agency• Regional clients with global reach• Where marketing and technology strategy meet, we’ll be there• B2B and B2C
    • 4. Our Rules of Thumb• Consider the audience first• Reflect offline success, online• Extend reach with technology• Strong online experiences have strong purpose
    • 5. SocialMedia
vs.
Networking
    • 6. Social
Media
Value
=
Your
Value• Networking
event• Tradeshow• Prospec4ng (please,
not
this
guy’s
idea
of
value)
    • 7. Listening
at
the
right
keyhole• Use
LinkedIn,
but
how?• Where
do
I
start
to
 iden4fy
my
audience
 online?• Fish
where
the
fish
are, and
find
the
right
spot
 on
the
shoreline
    • 8. B2B
isnt
different,
is
it?• Marke4ng
vs.
sales• Lead
genera4on
vs.
"interes4ng
trends"
(both
can
be
 valuable)• The
online‐all‐day
office
worker
vs.
the
field
engineer
in
 the
middle
of
a
strip
mine• Differences
in
accessibility
    • 9. Listening
Tools• Establishing
relevance• Social• Analy4cs
‐
a
gold
mine socialmen4on.com search.twi[er.com Google
Reader Viral
Heat h[p://socialmedia‐listening.wikispaces.com/Tools
    • 10. Human
(personable) Authen4c
(believable)HARM Relevant
(why
I
should
care) Message
(story,
benefit,
ac4on) Text
    • 11. Theres
No
News
Sir,
But
the
Old
News• Campaign• Integra4on
of
communica4on
channels – e‐newsle[er – personal
email – print
(its
not
dead) – a[en4on‐ge[ers
and
door‐handle
warmers – the
telephone
(its
so
1983)
    • 12. Par4cipate!Share
Your
Examples
of
Successful
Sales
‐
OFFLINE! Where
can
social
media
make
a
difference?
    • 13. Real
Life
with
the
Clients• Mining
Equipment
Manufacturer – What
is
that
for? – No. – Wait,
maybe… – No. – Okay,
maybe.
But
no.
    • 14. Financial
Services• Now
what?• Policy• Mavericks
    • 15. Anguil
Environmental• LinkedIn
Groups
    • 16. B2B
Agriculture• Farmers
are
social• Veterinary
Science• Devices
of
media
consump4on
 – iPad – iPhone
    • 17. Tools
You
Can
Use• Shoutlet• Scribd‐whitepapers• Blog• Slideshare.net• LinkedIn• HootSuite,
TweetDeck• Gist• CRM
integra4on
‐
SalesForce.com
plugins• Phone
Apps• Social
listening
free
tools
(Google
it.)
    • 18. People
You
Should
Take
Donuts• Analy4cs
guy
in‐house• Webmaster• The
Marke4ng
 Department• Everyone
with
a
story
 about
your
product
    • 19. What
You
Can
Do
Tomorrow• Search
for
conversa4ons
and
listen• Build
rela4onships
 – in‐house – customers• Build
the
bait
‐
Content
forward – Video – Images – Informa4on
    • 20. Word
To
The
Wise• Consistent
Brand
Representa4on• Nothing
online
is
deleted• Be
a
maverick,
but
only
a
li[le
    • 21. Recent
Industry
Sta4s4csh[p://www.slideshare.net/OgilvyWW/the‐future‐of‐selling‐6010688
    • 22. Your
Comments?Bill
Finnbill@finndigital.comh[p://finndigital.comBlog.finndigital.com@billfinn@finndigital

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