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The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
The Social Selling Playbook
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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 …

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.

Published in: Technology, Business
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  • 1. The Social Selling Playbook Jeff Gibb Account Executive - Simply Measured Sponsored by:
  • 2. @jeffgibb Account Executive - Simply Measured Previously - Biz Dev Manger at Optify Below average ping-pong player Sponsored by:
  • 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. The Playbook Sponsored by: Hit the Ground Running Listen First Rules of Engagement Extending the Social Sale
  • 5. • Information Overload • Don’t know where to start • My prospects aren’t on social media Sponsored by: A Few Common Objections
  • 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. It All Starts with Email Effective social selling begins with email & these 2 amazing apps Sponsored by:
  • 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. Featured App: Yesware • Know when prospects open/click your email • Test templates and open rates Sponsored by:
  • 10. The Playbook Sponsored by: Hit The Ground Running Listen First Rules of Engagement Extending the Social Sale
  • 11. Keep and eye on… Sponsored by: Listen Prospects CompetitorsCompanies
  • 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. Interests Outside of Work UFC is a Simply Measured customer. Great icebreaker in the next call. Sponsored by:
  • 14. Are They in Buying Mode? Prospects may tell you how (or how not) to sell to them Sponsored by:
  • 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. 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. 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. The Playbook Sponsored by: Hit The Ground Running Listen First Rules of Engagement Extending the Social Sale
  • 19. Networks Green Light Use Best Judgment Sponsored by:
  • 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. A Public Example This is a good example of a conversation to take private.. Sponsored by:
  • 22. Instead… @janrezab engages a public discussion. Again, now would be a great time to stop or take things private.. Sponsored by:
  • 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. 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. 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. 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. 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. 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. Direct Message (twitter only) Pros • Private Cons • Easy to miss • DMs are notoriously spam heavy Sponsored by:
  • 30. The Playbook Sponsored by: Hit The Ground Running Listen First Rules of Engagement Extending the Social Sale
  • 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. Jeff Gibb Account Executive Simply Measured @jeffgibb jgibb@simplymeasured.com Sponsored by:

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