The Social Selling Playbook
Jeff Gibb
Account Executive - Simply Measured
Sponsored by:
@jeffgibb
Account Executive - Simply Measured
Previously - Biz Dev Manger at Optify
Below average ping-pong player
Sponsor...
Simply Measured brings Social Media Analytics to
life, with beautiful reporting online and in Excel.
Individual Account An...
The Playbook
Sponsored by:
Hit the Ground Running
Listen First
Rules of Engagement
Extending the Social Sale
• Information Overload
• Don’t know where to start
• My prospects aren’t on
social media
Sponsored by:
A Few Common Object...
“1 in 5 minutes online is spent on a social network”
Sponsored by:
Social Selling is Critical
“75% of B2B buyers
claimed t...
It All Starts with Email
Effective social selling begins with email & these
2 amazing apps
Sponsored by:
Featured App: Rapportive
• Shows social networks matched against email
• Connect, follow & friend with one click
• Gives y...
Featured App: Yesware
• Know when prospects open/click your email
• Test templates and open rates
Sponsored by:
The Playbook
Sponsored by:
Hit The Ground Running
Listen First
Rules of Engagement
Extending the Social Sale
Keep and eye on…
Sponsored by:
Listen
Prospects
CompetitorsCompanies
Get to Know Your Prospect
Social selling is a substitute for a face to face
• Read LinkedIn and twitter bios
• Scan recent...
Interests Outside of Work
UFC is a Simply Measured customer. Great
icebreaker in the next call.
Sponsored by:
Are They in Buying Mode?
Prospects may tell you how (or how not) to sell to them
Sponsored by:
Company Announcements
Will is a very busy guy
• Several emails had gone
unanswered
• Twitter provided an
alternative conve...
Competitive Intelligence
• Keep up to date with new features
• Be aware if they go on the offensive with your prospects or...
Listening - Tools and Tips
• Add prospects to private twitter lists
o Not necessary to follow everyone (e.g. competitors)
...
The Playbook
Sponsored by:
Hit The Ground Running
Listen First
Rules of Engagement
Extending the Social Sale
Networks
Green Light
Use Best Judgment
Sponsored by:
Public vs. Private
Keep these conversations as private as possible:
• Customer support issues
• Objections on features, fu...
A Public Example
This is a good example of a conversation to
take private..
Sponsored by:
Instead…
@janrezab engages a public discussion. Again, now would be a
great time to stop or take things private..
Sponsore...
Now, a Public Train Wreck
Public engagement
in this situation was
a no-win for Jan.
It now lives on in
Twitter forever.
Sp...
Public Engagement
Network Type Privacy Level
Message Private
Like Limited
Comment Limited
Share Public
Direct Message Priv...
Like/Favorite
Pros
• A simple impression - Keeps you top of mind
• Relatively private
Cons
• Delivers little real value to...
Mentions
Pros
• Very personal and intentional
• Using cc at the end of a tweet is a great alternative
Cons
• Very public
•...
Amplification: RT & Share
Pros
• Extremely valuable in the eyes of your prospect
• Sharing a job posting or award shows yo...
Reply (Twitter Only)
Pros
• Direct
• Shares valuable content that is unique to the
prospect
• Almost private – only seen b...
Direct Message (twitter only)
Pros
• Private
Cons
• Easy to miss
• DMs are notoriously spam heavy
Sponsored by:
The Playbook
Sponsored by:
Hit The Ground Running
Listen First
Rules of Engagement
Extending the Social Sale
Long Term Success
• Rinse & Repeat! Integrate social selling into
the entire sales process
• Stay engaged post sale for up...
Jeff Gibb
Account Executive
Simply Measured
@jeffgibb
jgibb@simplymeasured.com
Sponsored by:
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The Social Selling Playbook

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This presentation provides a framework on to build and maximize a social selling program. Topics include recommendations on tools, getting started, listening and engagement and overall best practices to sell with social media.

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The Social Selling Playbook

  1. 1. The Social Selling Playbook Jeff Gibb Account Executive - Simply Measured Sponsored by:
  2. 2. @jeffgibb Account Executive - Simply Measured Previously - Biz Dev Manger at Optify Below average ping-pong player Sponsored by:
  3. 3. Simply Measured brings Social Media Analytics to life, with beautiful reporting online and in Excel. Individual Account Analysis Competitive Analysis Monitoring and Research Influencer and Trend Analysis Sponsored by: Simply Measured
  4. 4. The Playbook Sponsored by: Hit the Ground Running Listen First Rules of Engagement Extending the Social Sale
  5. 5. • Information Overload • Don’t know where to start • My prospects aren’t on social media Sponsored by: A Few Common Objections
  6. 6. “1 in 5 minutes online is spent on a social network” Sponsored by: Social Selling is Critical “75% of B2B buyers claimed that social media would likely have influence on a future purchase” “LinkedIn adds two new members every second” Sources: Eloqua & ComScore
  7. 7. It All Starts with Email Effective social selling begins with email & these 2 amazing apps Sponsored by:
  8. 8. Featured App: Rapportive • Shows social networks matched against email • Connect, follow & friend with one click • Gives you a face to go with a name Sponsored by:
  9. 9. Featured App: Yesware • Know when prospects open/click your email • Test templates and open rates Sponsored by:
  10. 10. The Playbook Sponsored by: Hit The Ground Running Listen First Rules of Engagement Extending the Social Sale
  11. 11. Keep and eye on… Sponsored by: Listen Prospects CompetitorsCompanies
  12. 12. Get to Know Your Prospect Social selling is a substitute for a face to face • Read LinkedIn and twitter bios • Scan recent updates and conversations • Use that data to guide conversations Sponsored by: DO NOT: Comment on the movie they watched or salmon they ate last night in the first call.
  13. 13. Interests Outside of Work UFC is a Simply Measured customer. Great icebreaker in the next call. Sponsored by:
  14. 14. Are They in Buying Mode? Prospects may tell you how (or how not) to sell to them Sponsored by:
  15. 15. Company Announcements Will is a very busy guy • Several emails had gone unanswered • Twitter provided an alternative conversation • Will responded to a offer of real value for his team Sponsored by:
  16. 16. Competitive Intelligence • Keep up to date with new features • Be aware if they go on the offensive with your prospects or customers Sponsored by:
  17. 17. Listening - Tools and Tips • Add prospects to private twitter lists o Not necessary to follow everyone (e.g. competitors) • Use platforms like Hootsuite and Tweetdeck • Platforms like Socedo can help you prospect Sponsored by:
  18. 18. The Playbook Sponsored by: Hit The Ground Running Listen First Rules of Engagement Extending the Social Sale
  19. 19. Networks Green Light Use Best Judgment Sponsored by:
  20. 20. Public vs. Private Keep these conversations as private as possible: • Customer support issues • Objections on features, functionality or price • Confidential relationships or high profile prospects Sponsored by: When in doubt, assume your competition is reading every post/tweet
  21. 21. A Public Example This is a good example of a conversation to take private.. Sponsored by:
  22. 22. Instead… @janrezab engages a public discussion. Again, now would be a great time to stop or take things private.. Sponsored by:
  23. 23. Now, a Public Train Wreck Public engagement in this situation was a no-win for Jan. It now lives on in Twitter forever. Sponsored by:
  24. 24. Public Engagement Network Type Privacy Level Message Private Like Limited Comment Limited Share Public Direct Message Private Favorite Limited Reply Limited Retweet Public Mention Public Sponsored by:
  25. 25. Like/Favorite Pros • A simple impression - Keeps you top of mind • Relatively private Cons • Delivers little real value to the customer • Conversation ends with a favorite Sponsored by:
  26. 26. Mentions Pros • Very personal and intentional • Using cc at the end of a tweet is a great alternative Cons • Very public • Overuse can burn social capital in your existing network Sponsored by:
  27. 27. Amplification: RT & Share Pros • Extremely valuable in the eyes of your prospect • Sharing a job posting or award shows you’re invested in their success Cons • Very public • Overuse can burn social capital in your existing network Sponsored by:
  28. 28. Reply (Twitter Only) Pros • Direct • Shares valuable content that is unique to the prospect • Almost private – only seen by mutual followers Cons • No amplification value* Sponsored by:
  29. 29. Direct Message (twitter only) Pros • Private Cons • Easy to miss • DMs are notoriously spam heavy Sponsored by:
  30. 30. The Playbook Sponsored by: Hit The Ground Running Listen First Rules of Engagement Extending the Social Sale
  31. 31. Long Term Success • Rinse & Repeat! Integrate social selling into the entire sales process • Stay engaged post sale for upgrade, upsell opportunities • Missing BANT? Keep them on your twitter list to nurture over time • Social engagement is a perfect compliment to less personal Marketing Automation Sponsored by:
  32. 32. Jeff Gibb Account Executive Simply Measured @jeffgibb jgibb@simplymeasured.com Sponsored by:

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