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Why Behavioural Data is Key to Social Selling Success

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Today, businesses and organizations are looking for more from social media when it comes to lead generation, customer acquisition, churn, and more.

This presentation highlights how companies can use behavioural insights from freely available data to meet these needs, and exceed them.

Published in: Technology, Business

Why Behavioural Data is Key to Social Selling Success

  1. 1. Confidential ArCompany Inc. — February 19, Slide · 1 Confidential ArCompanySlide · 1 Why Behavioural Data is Key to Social Selling Success
  2. 2. Confidential ArCompany Inc. — February 19, Slide · 2 Confidential ArCompanySlide · 2 So… Social Selling… Are we just being sheep for this latest ―buzzword‖?
  3. 3. Confidential ArCompany Inc. — February 19, Slide · 3 Confidential ArCompanySlide · 3 79% of salespeople who use Social Media as a selling tool outperform those who don’t. -Social Centered Selling Survey Among Decision-Makers, LinkedIn Is The Most-Used Social Network for Work -Forrester Sales Increased 400% in Social Selling Pilot Program -IBM Why Social Selling?
  4. 4. Confidential ArCompany Inc. — February 19, Slide · 4 Confidential ArCompanySlide · 4 People are looking for social selling
  5. 5. Confidential ArCompany Inc. — February 19, Slide · 5 Confidential ArCompanySlide · 5 So why is social selling so popular? Simple – social media has grown up and it’s not just fuzzy unicorns now (not a unicorn)
  6. 6. Confidential ArCompany Inc. — February 19, Slide · 6 Confidential ArCompanySlide · 6 Social media maturity
  7. 7. Confidential ArCompany Inc. — February 19, Slide · 7 Confidential ArCompanySlide · 7 Stupid social selling, though… There’s no fixing that
  8. 8. Confidential ArCompany Inc. — February 19, Slide · 8 Confidential ArCompanySlide · 8 Which is why social selling needs BEHAVIOURAL DATA
  9. 9. Confidential ArCompany Inc. — February 19, Slide · 9 Confidential ArCompanySlide · 9 Behavioural data “information employed in marketing for designing promotional campaigns based on consumer’s buying habits, brand preferences, and product usage.”
  10. 10. Confidential ArCompany Inc. — February 19, Slide · 10 Confidential ArCompanySlide · 10 Case study MV-1 Canada
  11. 11. Confidential ArCompany Inc. — February 19, Slide · 11 Confidential ArCompanySlide · 11 MV-1 Canada
  12. 12. Confidential ArCompany Inc. — February 19, Slide · 12 Confidential ArCompanySlide · 12 MV-1 Canada
  13. 13. Confidential ArCompany Inc. — February 19, Slide · 13 Confidential ArCompanySlide · 13 MV-1 Canada
  14. 14. Confidential ArCompany Inc. — February 19, Slide · 14 Confidential ArCompanySlide · 14 MV-1 Canada
  15. 15. Confidential ArCompany Inc. — February 19, Slide · 15 Confidential ArCompanySlide · 15 MV1-Canada 20% in 12 months
  16. 16. Confidential ArCompany Inc. — February 19, Slide · 16 Confidential ArCompanySlide · 16 You need more than data analysis; you need people analysis Data gives information, but people give nuances.
  17. 17. Confidential ArCompany Inc. — February 19, Slide · 17 Confidential ArCompanySlide · 17 We have no shortage of information
  18. 18. Confidential ArCompany Inc. — February 19, Slide · 18 Confidential ArCompanySlide · 18 We have no shortage of information But information only tells half the story…
  19. 19. Confidential ArCompany Inc. — February 19, Slide · 19 Confidential ArCompanySlide · 19 Data-only information skews the story
  20. 20. Confidential ArCompany Inc. — February 19, Slide · 20 Confidential ArCompanySlide · 20 People tell us the REAL story
  21. 21. Confidential ArCompany Inc. — February 19, Slide · 21 Confidential ArCompanySlide · 21 People tell us the REAL story
  22. 22. Confidential ArCompany Inc. — February 19, Slide · 22 Confidential ArCompanySlide · 22 These social signals provide buying data
  23. 23. Confidential ArCompany Inc. — February 19, Slide · 23 Confidential ArCompanySlide · 23
  24. 24. Confidential ArCompany Inc. — February 19, Slide · 24 Confidential ArCompanySlide · 24
  25. 25. Confidential ArCompany Inc. — February 19, Slide · 25 Confidential ArCompanySlide · 25 Why Updates Rule • They tell your network what you are up to • An opportunity to share content of value • Follow clients and potential clients for insights (e.g. Did they just connect or are they connected to your competitor?) • Provide reasons to get in touch (e.g. Job change = Money In Motion)
  26. 26. Confidential ArCompany Inc. — February 19, Slide · 26 Confidential ArCompanySlide · 26
  27. 27. Confidential ArCompany Inc. — February 19, Slide · 27 Confidential ArCompanySlide · 27
  28. 28. Confidential ArCompany Inc. — February 19, Slide · 28 Confidential ArCompanySlide · 28 LinkedIn – Datamining And Prospecting
  29. 29. Confidential ArCompany Inc. — February 19, Slide · 29 Confidential ArCompanySlide · 29 What more can I learn about them from what they say, do, and share? Prospect Profiling Via Social
  30. 30. Confidential ArCompany Inc. — February 19, Slide · 30 Confidential ArCompanySlide · 30
  31. 31. Confidential ArCompany Inc. — February 19, Slide · 31 Confidential ArCompanySlide · 31
  32. 32. Confidential ArCompany Inc. — February 19, Slide · 32 Confidential ArCompanySlide · 32
  33. 33. Confidential ArCompany Inc. — February 19, Slide · 33 Confidential ArCompanySlide · 33
  34. 34. Confidential ArCompany Inc. — February 19, Slide · 34 Confidential ArCompanySlide · 34
  35. 35. Confidential ArCompany Inc. — February 19, Slide · 35 Confidential ArCompanySlide · 35
  36. 36. Confidential ArCompany Inc. — February 19, Slide · 36 Confidential ArCompanySlide · 36
  37. 37. Confidential ArCompany Inc. — February 19, Slide · 37 Confidential ArCompanySlide · 37
  38. 38. Confidential ArCompany Inc. — February 19, Slide · 38 Confidential ArCompanySlide · 38 What are they and where do I find them? It’s easier than you think and getting easier. Social Signals
  39. 39. Confidential ArCompany Inc. — February 19, Slide · 39 Confidential ArCompanySlide · 39 LinkedIn Social Signals – Daily Email Money in motion!
  40. 40. Confidential ArCompany Inc. — February 19, Slide · 40 Confidential ArCompanySlide · 40 Customers Broadcasting Financial Triggers
  41. 41. Confidential ArCompany Inc. — February 19, Slide · 41 Confidential ArCompanySlide · 41
  42. 42. Confidential ArCompany Inc. — February 19, Slide · 42 Confidential ArCompanySlide · 42 How do I get on a prospect’s radar and stay there? How can I stay on top of managing my network? Managing Social Interactions
  43. 43. Confidential ArCompany Inc. — February 19, Slide · 43 Confidential ArCompanySlide · 43
  44. 44. Confidential ArCompany Inc. — February 19, Slide · 44 Confidential ArCompanySlide · 44
  45. 45. Confidential ArCompany Inc. — February 19, Slide · 45 Confidential ArCompanySlide · 45
  46. 46. Confidential ArCompany Inc. — February 19, Slide · 46 Confidential ArCompanySlide · 46 Social selling technologies you can use today Social data, signals, sCRM and measurement
  47. 47. Confidential ArCompany Inc. — February 19, Slide · 47 Confidential ArCompanySlide · 47 Social data – Mantis / Pulse Analytics
  48. 48. Confidential ArCompany Inc. — February 19, Slide · 48 Confidential ArCompanySlide · 48 Social data – Mantis / Pulse Analytics
  49. 49. Confidential ArCompany Inc. — February 19, Slide · 49 Confidential ArCompanySlide · 49 Social signals – Lymbix
  50. 50. Confidential ArCompany Inc. — February 19, Slide · 50 Confidential ArCompanySlide · 50 Social signals – Lymbix Emotional Analysis API offers qualitative text analytics across eight emotional categories
  51. 51. Confidential ArCompany Inc. — February 19, Slide · 51 Confidential ArCompanySlide · 51 sCRM – Nimble
  52. 52. Confidential ArCompany Inc. — February 19, Slide · 52 Confidential ArCompanySlide · 52 sCRM – Nimble
  53. 53. Confidential ArCompany Inc. — February 19, Slide · 53 Confidential ArCompanySlide · 53 Measurement – Measure.ly
  54. 54. Confidential ArCompany Inc. — February 19, Slide · 54 Confidential ArCompanySlide · 54 Measurement – Measure.ly
  55. 55. Confidential ArCompany Inc. — February 19, Slide · 55 Confidential ArCompanySlide · 55 Measurement – Measure.ly
  56. 56. Confidential ArCompany Inc. — February 19, Slide · 56 Confidential ArCompanySlide · 56 Measurement – Measure.ly
  57. 57. Confidential ArCompany Inc. — February 19, Slide · 57 Confidential ArCompanySlide · 57 Tying It All Together Mindset, Method, Data
  58. 58. Confidential ArCompany Inc. — February 19, Slide · 58 Confidential ArCompanySlide · 58 Social Media = Corp DNA
  59. 59. Confidential ArCompany Inc. — February 19, Slide · 59 Confidential ArCompanySlide · 59 Count Me In! Whatever I Don’t Want To Tweet And You Can’t Make Me Internal Social Media Attitude
  60. 60. Confidential ArCompany Inc. — February 19, Slide · 60 Confidential ArCompanySlide · 60 Headquarters Parent Organization Executive Team Management Team Frontline Management Channel Partners Customers/Community Many organizations have implemented social media activities : • within distinct business units or functional areas • with little to no coordination across the organization • with limited or poor communication from the frontline to executives and back down. Current State of Communication
  61. 61. Confidential ArCompany Inc. — February 19, Slide · 61 Confidential ArCompanySlide · 61 Content, communication, and authority need to cascade down through the organization with feedback making its way back up Headquarters Parent Organization Executive Team Management Team Frontline Management Channel Partners Customers/Community Regional Office Business Unit Functional Area Ideal End State of Communication
  62. 62. Confidential ArCompany Inc. — February 19, Slide · 62 Confidential ArCompanySlide · 62 With a holistic approach to social media and the coordination of efforts, organizations have the potential for: • input regarding product and/or service ideas or improvements • incremental revenue • cost reduction from operations • higher customer satisfaction • amplification and cross- promotion • improved brand reputation management • improved collaboration and communication Headquarters Parent Organization Executive Team Management Team Frontline Management Channel Partners Customers/Community Ideal End State
  63. 63. Confidential ArCompany Inc. — February 19, Slide · 63 Confidential ArCompanySlide · 63 Find them and promote them amongst stakeholders Bright Spots 10/1/2013 63
  64. 64. Confidential ArCompany Inc. — February 19, Slide · 64 Confidential ArCompanySlide · 64 What are people focused on and compensated for? Focus On Outcomes
  65. 65. Confidential ArCompany Inc. — February 19, Slide · 65 Confidential ArCompanySlide · 65 Silo Busting Collaboration
  66. 66. Confidential ArCompany Inc. — February 19, Slide · 66 Confidential ArCompanySlide · 66 Thank you www.arcompany.co a.jenkins@arcompany.co d.brown@arcompany.co

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