This document summarizes a presentation on social selling. It discusses key metrics around social selling like the Social Selling Index. It shows that social sellers create more opportunities and are more likely to hit their quotas. The UK average SSI has increased 16% in the last year. It profiles top performing companies and individuals in social selling. It also discusses best practices like executive alignment, measurement, education and identifies social selling heroes who have driven adoption.

1. #socialselling16
Welcome to the
L O N D O N A P R I L 6

2. #socialselling16
Frank Hattann
Head of Enterprise Sales EMEA
LinkedIn Sales Solutions

4. LinkedIn has 414 Million members across the world
20M
United Kingdom

5. LinkedIn has 414 Million members across the world
United Kingdom
20M+
4.8M
Decision makers on LinkedIn
722.1K
Unique companies on LinkedIn
25%
Enterprise
10,000+ Employees
25%
Mid-Market
10,000+ Employees
51%
SMB
Under 500

6. Connect the world’s buyers and
sellers to build relationships

7. Relationships are foundational for sales success
Frank
Company
A
Company
B
Company
C

8. The buyer’s process has changed
5.4 75of B2B buyers now use
social media to be more
informed on vendors
% 90of decision makers say
they never respond to
cold outreach
%
people are now involved
in the average B2B buying
decision

9. Agenda
#socialselling16
9:30am Welcome and Overview
9:40am Social Selling: How to Unlock Competitive Advantage
10:10am Hallmarks of a Social Seller
10:40am Customer Panel: Your next steps to social selling success
11:30am Networking

10. #socialselling16
Kevin Scott
Head of Sales Solutions, EMEA,
LinkedIn
SOCIAL SELLING
How to unlock competitive advantage

11. Thomas Bell
President, Linnean Society of London
“The year which as passed has not
been marked by any of those striking
discoveries...”

12. “Everyone’s always asking me when
Apple will come out with a cell phone.
My answer is ‘Probably never.’”
David Pogue
Tech Columnist, New York Times

13. ???
“Zuckerberg is an idiot! I can’t
believe he turned down Yahoo
for 1 billion dollars.”

14. Mike Derezin???
“Zuckerberg is an idiot! I can’t
believe he turned down Yahoo
for 1 billion dollars.”

16. Michael Porter
Competitive Strategy
and
Competitive Advantage
#socialsellingroadshow

17. AdvantageCompetitive
S U S T A I N A B L E
#socialsellingroadshow

18. Rita Gunther McGrath
The End of
Competitive Advantage
#socialsellingroadshow

19. "To win in volatile and uncertain
environments,executives need to learn
how to exploit short-lived opportunities
with speed and decisiveness.”
#socialsellingroadshow

20. AdvantageCompetitive
#socialsellingroadshow

21. by Geoffrey Moore
Crossing the Chasm
#socialsellingroadshow

22. The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
#socialsellingroadshow

23. The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
HIGH
RISK
NO
RISK
#socialsellingroadshow

24. The
Chasm
HIGH
RISK
NO
RISK
HIGH
REWARD
NO
REWARD
Early Majority Late Majority LaggardsInnovators and Early Adopters
#socialsellingroadshow

25. The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
The World Wide Web
‘94-’95 ‘96-’98 ’99-’00 ’00+
#socialsellingroadshow

26. The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
‘94-’95 ‘96-’98 ’99-’00 ’00+
$182
BILLION
$437
BILLION
The World Wide Web
#socialsellingroadshow

27. The
Chasm
Early Majority Late Majority LaggardsInnovators and Early
Adopters
Social Recruiting
‘07-’10 ‘11-’13 ’14-’16 ’17+
#socialsellingroadshow

28. Social Recruiting
Hero
Head of Global Talent Acquisition, SABMiller
"I saw the opportunity in direct sourcing
through LinkedIn. I knew it was the future,
but had to move quickly to lock-in as many
gains as possible before the rest of the
world caught on."
#socialsellingroadshow

29. Head of Global Talent Acquisition, SABMiller
"I've helped save SABMiller
about $7-10M annually by shifting
to direct sourcing and LinkedIn
Recruiter."
Social Recruiting
Hero
#socialsellingroadshow

30. The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
Social Selling
‘12-’14 ’18-’19 ’20+‘15 ’16-’17
#socialsellingroadshow

31. Social SellingIndex (SSI)
Create a
professional brand
Find the
right people
Engage with
insights
Build strong
relationships

32. Connecting
Prospecting
Relationships
Data from 10/1/2015– 1/1/2016
Decision Makers (DMs) are Manager Level+ (Manager, Director, VP, CXO, Partner, Owner) across all functions
*Connection requests sent indicate requests sent to all LI Users
Top Social Sellers have a SSI of >70, Less Social a SSI of <30
Social Selling is adding value at every step of the
sales cycle in the United Kingdom
40.5x
More DM profile viewed
UK Top Social Sellers vs. the laggards in the last 3 months
14.3x
More profile views received from
DMs
28.8x
More connection requests sent*
12.9x
More new connections
14.2x
More new DM connections

33. 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?

34. Laggards
1000 20 40 60 80
Social Selling Index (SSI)
Leaders

35. 1000 20 40 60 80
Social Selling Index (SSI)
28.5
2016
12.2
2012

36. 1000 20 40 60 80
Social Selling Index (SSI)
The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
‘12-’14 ’18-’19 ’20+‘15 ’16-’17
28.5
2016
12.2
2012

37. 29.9
NAMER
21.0LATAM
24.9
APAC
28.3
EMEA
We can look at SSI by region
Source: LinkedIn Internal Data
The charts above represents a regional view of SSI. Because the LinkedIn "Sales Definition" (who constitutes as a sales person) changes, we only display a time series view of SSI for members who were deemed as Sales Professionals back in January 2015. By doing this we are
comparing apples to apples and are able to truly measure growth in SSI.

38. 29.9NAMER
21.0LATAM
24.9APAC
28.3EMEA
We can look at SSI by region
31.0United Kingdom
Source: LinkedIn Internal Data
The charts above represents a regional view of SSI. Because the LinkedIn "Sales Definition" (who constitutes as a sales person) changes, we only display a time series view of SSI for members who were deemed as Sales Professionals back in January 2015. By doing this we
are comparing apples to apples and are able to truly measure growth in SSI.

39. The average United Kingdom SSI has increased 16%
over the last year
Source: LinkedIn Internal Data
The charts above represents a regional view of SSI. Because the LinkedIn "Sales Definition" (who constitutes as a sales person) changes, we only display a time series view of SSI for members who were deemed as Sales Professionals back in January 2015. By doing this we
are comparing apples to apples and are able to truly measure growth in SSI.
26.7
27.5 27.5 27.8
28.6 29.1 29.1 29.4
30.1 30.4 30.6
28.9
31.0
+16%

40. Source: LinkedIn Internal Data – January &
December 2016
4.9
4.1
3.6
4.4
3.5
3.4
4.1
4.6
5.3
5.0
0 20 40 60
Retail & Consumer Products
Manufacturing/Industrial
Healthcare & Pharmaceutical
Aero/Auto/Engineering
Government/Education/No…
Oil & Energy
Professional Services
Tech, Telecom & Media
Staffing
Some sectors are taking the lead in Social Selling
Growth in SSI
January ’15 – Dec’15
=

41. Which companies are winning at Social Selling?
Source: LinkedIn Internal Data
1 57.9
3 45.9
4 44.6
5 44.6
2 48.6

42. Top Social Sellers in the room
5 Melanie-Ann Palmer
Editor, The League of Brokers 86.6
4
Charlotte Leuw
Head of Marketing and Communications, The Bakery London 87.9
3
Jeremy Wright
Strategic Solutions Specialist, Fiserv. 88.0
2
Paul Lewis
Global Social Media Marketing Manager & Social Selling Lead, Pitney Bowes 92.7
1
Marcs Leathwood
Chief Marketing Officer, Acuity 93.0
Source: LinkedIn Internal Data 16

43. How can you
seize the opportunity?
MeasurementEducationExecutive Alignment
#socialsellingroadshow

44. How can you
seize the opportunity?
MeasurementEducationExecutive Alignment
Social Selling Heroes
#socialsellingroadshow

45. Executive Alignment MeasurementEducation
Social Selling Heroes
VP Global Sales Enablement and Programs, PTC
"IOT is new to the world and new to
us. Speed is king. We needed to
deploy social selling now. We
couldn't afford to wait six months."
#socialsellingroadshow

46. VP Global Sales Enablement and Programs, PTC
"Our corporate strategy is enabling smart
connected products for competitive
differentiation. Our team personalized it to
get executive alignment - social selling is
smart connected reps for competitive
differentiation."
Executive Alignment
#socialsellingroadshow

47. VP Global Sales Enablement and Programs, PTC
"We've seen greater than a 50x ROI
with Sales Navigator - measured in
either revenue attained or pipeline."Executive Alignment
#socialsellingroadshow

48. Executive AlignmentEducation
VP Global Sales Enablement and Programs, PTC
"We've seen greater than a 50x ROI
with Sales Navigator - measured in
either revenue attained or pipeline."
Senior Director, GCO Sales Tools and Technology, SAP
"Social selling is the biggest single
change to the SAP sales strategy
in the last 10 years by an order of
magnitude."
#socialsellingroadshow

49. Education
Senior Director, GCO Sales Tools and Technology, SAP
"I was going to be either the hero or
villain. Someone has to take a risk to
make things happen."
#socialsellingroadshow

50. Education
Senior Director, GCO Sales Tools and Technology, SAP
"You have to customize the training,
embed it in your overall training,
and make sure to focus on middle
managers."
#socialsellingroadshow

51. Education
Senior Director, GCO Sales Tools and Technology, SAP
"We have seen massive ROI. I just
learned of a half million dollar deal
in Asia Pacific where a prospect
reached out to our SAP rep through
LinkedIn."
#socialsellingroadshow

52. Education
Senior Director, GCO Sales Tools and Technology, SAP
"We have seen massive ROI. I just
learned of a half million dollar deal
in Asia Pacific where a prospect
reached out to our SAP rep through
LinkedIn."
Measurement
Senior Social Media Manager – EMEA, Symantec
“Measuring our social selling is
critical to justifying our ROI. SSI
is at the core of what we do.”
#socialsellingroadshow

53. Senior Social Media Manager – EMEA, Symantec
"We always combine SSI with actionable
intelligence. If you only provide data it is
just another number, it won’t change the
mindset. You have to tell teams what
specific actions to take."
Measurement
#socialsellingroadshow

54. Measurement
Senior Social Media Manager – EMEA, Symantec
"We always combine SSI with actionable
intelligence. If you only provide data it is
just another number, it won’t change the
mindset. You have to tell teams what
specific actions to take."
Executive Alignment Education
#socialsellingroadshow

55. The
Chasm
Early Majority Late Majority LaggardsInnovators and
Early Adopters
Social Selling Heroes
Executive Alignment MeasurementEducation
#socialsellingroadshow

56. Social Selling
The
Chasm
Early Majority Late Majority LaggardsInnovators and
Early Adopters
#socialsellingroadshow

57. “The tipping point is that magic moment
when an idea, trend, or social behaviour
crosses a threshold, tips, and spreads like
wildfire.”
M A L C O L M G L A D W E L L - T H E T I P P I N G P O I N T