Social media and relationship developmentfor salesPresentation Transcript
Social media and relationship development for sales (and marketing) It’s as much about Sales as Marketing… 15 March 2011 Peter Abraham Director Econsultancy peter.abraham @ econsultancy.om Linkedin & Twitter peterjabraham
Marketing and Sales are being drawn together through necessity – lack of staff, sales cycles, engagement, lead nurturing, flatter structures, etc
Content Marketing is a growing trend, seen as a way to talk ‘ with ’ customers not ‘ at ’ them.
Familiarity - Internal staff are probably already using many social media apps and networks
Social Brand - Personal ‘brand’ and Company ‘brand’ think ‘inside and outside’.
Trust - People like people that are transparent and helpful
Centres of Excellence a growing theme in digital
Marketing mix is getting broader – and this doesn ’t include all those social media possibilities | Source: BCG analysis The Boston Consulting Group
How do you maximise?
There ’s a new kid in town… Content Marketing – your content! Source: Junta42 - http://blog.junta42.com/ and Velocity and Partners - http://www.velocitypartners.co.uk/ Some ideas/solutions for Content Marketing… White Paper eBook Case study Audio book eNwesletter Blog Podcast Video blog Mobile app Game Widget Facebook app Screencast Wiki Webinar /Webcast News release Customer focused community
Where do you store this stuff?
Me the company brand
Me as a personal brand
Build your credibility, reliability, LTV
What about internally?
Personal Branding: Rationale
Building and maintaining a personal brand is becoming a critical activity for all professionals – it ’s good for you, but it can also ad value to an organisation, think LTV
Managing leads and client relationships increasingly involves understanding how digital networks and media work and how to use them effectively.
It is essential to make sure that the image and information you display online is going to encourage rather than discourage a potential or existing client
Econsultancy personality is its people . Applies to both Sales and Marketing staff, internally and externally.
Source: Taken from an article by David Edelman and Brian Salsberg Source: Marketing & Sales Practice Nov 2010 https://www.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697 Earned. How do you best leverage and manage?
Source: Taken from an article by David Edelman and Brian Salsberg Source: Marketing & Sales Practice Nov 2010 https://www.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697
“ Emarketing strategies for the complex sale ” Ardath Albee
1. Select a problem-to-solution scenario for a specific persona
2. Determine what that persona needs to know to buy
3. Assign what prospects need to know during various buying stages
4. Map content to persona needs for each stage
Make content available internally for sales?
Buying process past and present Status Quo Choice through channels Priority shift Research Options Step backs Validation Marketing (Content) Sales what channel? Past Now How do you make this easier for everyone? WHAT YOU KNOW AND CAN APPLY TO A NURTURE OR SALE Internal External
The TRUST equation (Maister)
S=Selfishness (Self Orientation)
T = C + R + I S Something to promote and develop internally? Evaluate each of the four elements and give yourself a rating of zero-to10
Start to consider using Sales and Marketing resource with social media Source: Social Media for Sales in the professions – white paper – download from: http://bit.ly/fwbPLC
Key themes - Social media as a change agent for sales (and marketing):
These are likely to cause change and disruption in your business:
a. The decision making unit and sales cycle – lead nurturing to conversion
b. Personal brands vs. Corporate brands
c. Integration of Marketing and Selling through ‘content marketing’
d. ‘ Atomisation ’ and ‘ attribution ’ = content distribution and scoring
Key themes - Social media requirements resulting from change:
The resulting requirements of the changes caused by social media:
a. Setting clear objectives (sales & marketing)
b. Exclusivity vs. Givers gain (transparency)
c. Layers of information (lead nurturing)
d. Developing trust (content play)
| 13 January 2008 | Course Title | Two examples from Econsultancy
Answer some ‘Questions’ - related to reports and blog articles curated from LinkedIn, Twitter, Quora etc and distributed to staff daily to answer = drives more traffic .
“ Answers is now 7 th largest source of traffic to Econsultancy.com
#RedFriday Headline stats
RedFriday campaign to experiment with Social Selling…
Offered external prize pot of £10k and gave the choice of users either getting the discount by using a unique user code and buying yourself OR getting others to buy using your personal code.
Used many different digital channels and internal staff networks and Groups to reach new and existing users – drives traffic and sales
388 codes created - 166 codes were used
209 individual purchases were made
Most were a single purchase, although 14 people made multiple sales.
Econsultancy staff were excluded from the onsite leaderboard, but internally we measured success and rewarded for it.
Good usage of internal staff (642 page views)
81 users from FB and twitter
Thousands of tweets for #RedFriday, some instigated by internal staff.
Some h ighly influential, drove more traffic
Blatant sales messages not good for ReTweets!
We don ’ t always get it right
Summary | Centres of Excellence
Personal ‘brand’ and
Marketing and Sales
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