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Social Selling - Mason Zimbler


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Demonstrating an understanding of how to leverage the opportunity of social media marketing in the B2B space can be overwhelming to marketers. In today’s challenging environment businesses need to get as much engagement as possible from the right individuals. Building communities and becoming a thought leader is a key method of reaching your B2B audience. Relationships are based on trust and people trust brands that provide them with answers to their questions, keep them informed and ahead of their competitors. We are working with global brands to sell online and understand how to identify key selling behaviours via online conversations.


Understanding how to apply social marketing to B2B relationship building
Quality over quantity metrics: Building a relevant sphere of influence
What type of content works best
How to spot buying behaviour in social conversations and posts

Published in: Technology, Business
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Social Selling - Mason Zimbler

  1. 1. Social selling Best
  2. 2. Agenda• Introduction• Overview• What role do sales play in social selling?• Best practices• Wrap up
  3. 3. The role of sales and the sales person
  4. 4. IT Purchasing Cycle - DMU Involvement* Data source: Computer weekly, June 2012
  5. 5. Social’s role in lead-genBuilding relationships and awareness that may convertto sales down the road 45%Using social media to point to website 21%Selling directly within social networks 3%Using social media to gather registrants via offers 2%Gaining viral spread by urging fans to share our contentin social 2%Not currently taking part in social media 28%Source: Chief Marketer “2012 Business-to-Business Lead Generation Survey” sponsored by MeritDirect and Penton Media, March 12, 2012
  6. 6. B2B brand Lead presence generation 41% of B2B companies on 90% Facebook report generating leads 2x the amount of leads per 53% month for companies that use Twitter 47% LinkedIn generates more leads than Facebook, Twitter or blogging for B2B
  7. 7. Tracking brand mentions and feedback B2C 53% 25% 4% 17% B2B 27% 22% 5% 47% UK 34% 23% 5% 38% Track and follow up Track only Follow up only NoneSource: Satmetrix, “Worldwide Social Media for Business Study” May 17 2012
  8. 8. Objection handlingSocial too content-intensive for a lead-gen campaign Content can come from 45% anywhereProspects wary of being marketed in “commerce-free-zone” Build trust 40%Unable to measure social campaign impact or ROI effectively Track content links and 37% reach metricsSocial produces too many unqualified leads Training 29%Social networks not relevant to our core prospects Set listening from relevant 25% channelsToo many possible channels to investigate/understand 23% Audit the landscape Source: Chief Marketer, “2012 Prospecting Survey” Feb 10, 2012
  9. 9. Best practices
  10. 10. Get a good grounding• Do your research – Eaves drop on the conversations
  11. 11. Select the right channels• Fish where the fish are...
  12. 12. Understand who the audience are listening to 1. Identify key targets 2. Analyse key targets 3. Develop a tailored strategy Analyst Comparison Years experience LinkedIn Connectrions 45 600 40 500 35 30 400 25 300 20 15 200 10 100 5 0 0 1 3 5 7 9 11 13 15 17 19 Industry Experience (years) LinkedIn Connections
  13. 13. Key Influencers Quantitative Social Comparison 4000 100No. of Twitter contacts Klout score 90 3500 80 3000 70 2500 60 2000 50 40 1500 30 1000 20 500 10 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 21 22 23 24 25 26 27 Analysts Press No. of Twitter Followers No. of Twitter following Overall Klout Score
  14. 14. Further Individual Analysis Recent articles4. Ted Schadler • Charter A Mobility Council With Seven Tasks (MayForrester 07, 2012)Vice President, Principal Analyst • Mobile Is The New Face Of Engagement: An Executiveserving Content & Collaboration Summary (March 26, 2012)professionals • Mobile Is The New Face Of Engagement (February 13, 2012)Forrester blogLinkedIn profile LinkedIn – 500+ connectionsTwitter profileOverview Twitter Klout scores24 years of experience in the technology industry, focusing on the Tweets 390 Overall 41effects of disruptive technologies on the workforce and workforce Following 52 True reach 456productivity. His research focuses on workforce technologies and the Followers 3,390 Amplification 10programs that support them, including instant messaging, web Network 20conferencing, and unified communications; smartphones and tablets 90-day activity:and their impact on productivity; telework and consumer broadband; - Retweets 65cloud email and collaboration tools; and the consumerisation of IT. - Mentions 148Ted is the co-author of Empowered: Unleash YourEmployees, Energize Your Customers, and Transform YourBusiness (Harvard Business Review Press, September 2010).Previous ExperiencePrior to joining Forrester in April 1997, Ted was a cofounder ofPhios, an MIT spinoff. Before that, Ted worked for eight years as CTOand director of engineering for a software company serving the YouTubehealthcare industry. Several interviews, including:Of interest IBM ConversationsEarly in his career, Ted was a singer and bass player for Crash with IndustryDavenport, a successful Maryland-based rock-and-roll band. Innovators with Ted Schadler
  15. 15. Set up & scale• Monitoring performance & activity – Social dashboard – Influence & growth metrics – Consistent reporting – Sync up CRM reporting
  16. 16. Support• Support structure: – How to keep up a consistent conversation? Monitor Listen Respond
  17. 17. Keep it real• Engage in human conversation – Brand tone of voice, but a real person’s perspective, with expertise built in • Generate the heart of the message, but get the sales people to put the wrapper around and inject personality
  18. 18. Provide guidance• The rules of social engagement, particularly the tone, type of content and frequency of engagement – PR rules apply, it’s a public platform – Set SLAs – Provide holding steps for tricky responses • Be reactive, but considered
  19. 19. Some of our own methodology
  20. 20. Our social actionsSharing Point NodInteracting Bow Meet ChatPromoting Shout
  21. 21. Social messaging ratio Industry Vendor Vendor content content page
  22. 22. Social selling best practice quadrant Content Sales focused Tone of Personal Business voice Social selling sweet spot Industry/ 3rd party
  23. 23. Wrap up Social selling isn’t…… is……  rocket science  time consuming the answer to filling all sales pipeline  content hungry  a set and forget plug in  not all done in social channels  applicable to all audiences  a great way to drive enquiries  for all stages of the purchase cycle  an opportunity to listen, identify and respond to purchase intentions
  24. 24. If you want to get in touch @alanagriffiths
  25. 25. Thank you for your time © Mason Zimbler Limited 2012. The contents of this presentation are protected by copyright which belongs to Mason Zimbler Ltd. It should not be copied nor disclosed to any third party without the prior permission of Mason Zimbler Limited, which permission may be withheld at Mason Zimblers absolute discretion.