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Social Selling Keynote for Symantec
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Social Selling Keynote for Symantec


The Why, What & Intro to the How to do Social Selling

The Why, What & Intro to the How to do Social Selling

Published in Social Media , Technology , Business
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  • achieve this by sharing personalities of our employees (YOU)!


  • 1. #SocialSelling Market & Sell to the Modern Buyer @jill_rowley#SocialSelling
  • 2. The ABC’s of Social Selling – Always Be Connecting @jill_rowley#SocialSelling
  • 3. Traditional Selling vs #SocialSelling @jill_rowley#SocialSelling
  • 4. 78% of Sales Using Social Media Outsell Their Peers #SocialSelling @jill_rowley
  • 5. Benefits of Social Selling #SocialSelling @jill_rowley
  • 6. Customers expect companies to feel personal and authentic @jill_rowley#SocialSelling
  • 7. ADAPT OR DIE BE REPLACED Become transparent, responsive, & collaborative or else risk being “left in the dust” by competition @jill_rowley#SocialSelling
  • 8. HOW? share the unedited voices & personalities of your employees (You)! @jill_rowley#SocialSelling
  • 9. Buying process has changed Buyers are self-educating via SEARCH & SOCIAL @jill_rowley#SocialSelling
  • 10. 57% of the buying process done before engaging sales Then NowVS. @jill_rowley#SocialSelling
  • 11. 92% of B2B buyers start search on web… @jill_rowley#SocialSelling
  • 12. 82% of the world’s online population can be reached by SOCIAL NETWORKS Source: @jill_rowley#SocialSelling
  • 13. The Power of Peer to Peer
  • 14. Buyer to Company: 33% Trust
  • 15. Buyer to Buyer: 92% Trust
  • 16. Meet the Modern Buyer Digitally-driven Socially-connected Mobile Empowered @jill_rowley#SocialSelling
  • 17. Unlimited access to real-time information about your company, products, competitors, customers, industry experts and influencers
  • 18. You need more tools! Would you try to maintain your territory with only hammer & nails? (Phone & Email) @jill_rowley#SocialSelling
  • 19. Social selling leverages your professional brand to fill your pipeline with the right people, insights, and relationships. #SocialSelling @jill_rowley
  • 20. Build Your Personal Brand Optimize for the Buyer; not the Recruiter @jill_rowley#SocialSelling
  • 21. Use Social Networks to Find, Listen, Relate, Connect, Engage & Amplify your buyers and their sphere of influence @jill_rowley#SocialSelling
  • 22. Content: R E A D what your buyers are reading and share that content across your Social Networks @jill_rowley#SocialSelling
  • 23. The on Content The @jill_rowley#SocialSelling
  • 24. Finding Content to Share #SocialSelling @jill_rowley
  • 25. Sharing Content #SocialSelling @jill_rowley Type personalized message here.
  • 26. 1. Buyer-centric LinkedIn profile 2. The Art of a LinkedIn Invite 3. Sphere of Influence training 4. LinkedIn groups 5. Advanced Search in LinkedIn 6. LinkedIn Contacts 7. LinkedIn Job Change alerts 8. Share content @jill_rowley#SocialSelling
  • 27. Establish a professional presence on LinkedIn with a complete profile Create a professional brand Prospect efficiently with powerful search and research capabilities Find the right people Discover and share valuable information to initiate or maintain a relationship Engage with insights Expand your network to reach prospects and those who can introduce you to prospects Build strong relationships Optimizing LinkedIn #SocialSelling @jill_rowley
  • 28. Showcase your skills Create a professional brand Use the right tone What would prospects or customers want to know about you? Be descriptive. Tell your story. Complete your profile Aim for 100% profile completeness Add rich content Slideshare deck, presentation video, etc. Add skills and generate endorsements #SocialSelling @jill_rowley
  • 29. Check who viewed you Find the right people View prospects View details of potential prospects in your 1st , 2nd , and 3rd degree networks Expand your viewing Use Lead Recommendations to find more prospects at your accounts Your activity drives views of your profile. Engage with relevant people who look at you. Proactively search Use advanced search & Lead Builder to pinpoint people more efficiently #SocialSelling @jill_rowley
  • 30. Engage with insights Reach out to prospects Share valuable information Post relevant content that can help you become a trusted source of insight Stay in the know Join groups and follow your prospects, customers, and their competitors to keep up to date Engage with your network Share, like, and comment on content posted from your network Reach your prospects with InMails, connection requests, and other messages #SocialSelling @jill_rowley
  • 31. Build strong relationships Focus on decision makers Focus on connecting to senior level people at your prospects and customers Connect with contacts Connect with your network and with prospects after introductions Connect internally Your colleagues will be able to provide you warm introductions #SocialSelling @jill_rowley
  • 32. How can I measure how well I’ve adopted social selling? #SocialSelling @jill_rowley
  • 33. LinkedIn created the SSI formula from survey research and behavioral analytics Brainstormed & calculated ~ 50 activities that good social sellers might do on LinkedIn Conducted survey of ~5000 sales reps to get a sample of “top performing” reps Used survey results to understand what top performing reps do on Formula design Final formula kept variables that were correlated with sales success, weighted based on their predictive nature #SocialSelling @jill_rowley
  • 34. ABC co Create a professional brand Performance on four key dimensions, each worth 25 points Find the right people Engage with insights Build strong relationships 16 15 8 18 Social Selling Index 57 LinkedIn’s Social Selling Index measures adoption of practices on a 0-100 scale #SocialSelling @jill_rowley
  • 35. SSI leaders create 45% more opportunities per quarter than SSI laggards. SSI leaders are 51% more likely to hit quota than SSI laggards. 45% more opportunities 51% more likely to hit quota Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30 Why is social selling important? #SocialSelling @jill_rowley
  • 36. Add a Professional Photo • To edit your photo in LinkedIn: 1. Log onto LinkedIn 2. Choose Profile -> Edit Profile 3. Click on the camera icon 4. Upload a professional photo (choose edit photo to replace your current photo) 5. Save changes Represents your personal brand #SocialSelling jill_rowley
  • 37. The Good, the Bad, and The Ugly #SocialSelling @jill_rowley
  • 38. Ideal LinkedIn Profile #SocialSelling @jill_rowley
  • 39. A Good LinkedIn Summary #SocialSelling @jill_rowley
  • 40. Your LinkedIn Summary is about YOU @jill_rowley#SocialSelling
  • 41. The Art of a LinkedIn Invite #SocialSelling @jill_rowley
  • 42. Recommendations Establish Credibility #SocialSelling @jill_rowley
  • 43. Search Results: 7x views with a Photo @jill_rowley#SocialSelling
  • 44. Don’t be Single Threaded #SocialSelling @jill_rowley
  • 45. Join Groups on LinkedIn #SocialSelling @jill_rowley
  • 46. Use Your Alumni Network #SocialSelling @jill_rowley
  • 47. 1. Pick a simple and short username (this is your brand) 2. Create a personal profile 3. Upload a good picture (no eggheads!) 4. Include your LinkedIn URL in your bio 5. Listen first, find your voice 6. Follow influencers and experts in your field; Create lists 7. Share things that are useful and relevant to your followers 8. Do no just self-promote or share your stuff 9. Engage with your followers (@reply, RT and mention) 10. Use #hashtags – example is #Vision2014 #Heartbleed @jill_rowley#SocialSelling
  • 48. Is this a good Twitter profile? @jill_rowley#SocialSelling
  • 49. Personal Branding on Twitter #SocialSelling @jill_rowley
  • 50. Twitter Lists: Symantec @jill_rowley#SocialSelling
  • 51. Twitter Lists: Cloud Computing #SocialSelling @jill_rowley
  • 52. 78% of Sales Using Social Media Outsell Their Peers #SocialSelling @jill_rowley
  • 53. The ABC’s of Social Selling – Always Be Connecting @jill_rowley#SocialSelling