Huthwaite Future Forum: Social Selling in Singapore

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Huthwaite's Future Forum series brought together a panel of experts within the social selling space in Singapore and Hong Kong to provide insights into the evolution of social selling, its role in sales and marketing performance, and to discuss strategies for leveraging this powerful channel.

The expert panel featured Huthwaite President & CEO John Golden, Social Media Strategist Andrew Chow, Accenture Interactive's Managing Partner Marco Ryan, Samsung's Regional Social Business Lead Christel Quek and Aegis Media China's Director of M&A and Integration, Louise Au.

Published in: Marketing, Business, Technology
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Huthwaite Future Forum: Social Selling in Singapore

  1. 1. Future Forum Singapore| Hong Kong | Melbourne | Sydney
  2. 2. Proudly brought to you by: Huthwaite Future Forum Welcome • Research • Panel discussion • Wrap up Twitter hashtag for the Forum: #HWFF
  3. 3. Proudly brought to you by: Huthwaite Future Forum Q2 2012 35% Q4 2012 41% Buyers now engage sellers later in the sales process. Source: Huthwaite Sales Pulse Survey Buyers use social media part of the buying process. Q2 2012 24% Q4 2012 34% Sellers believe a higher level of business acumen is needed to provide business insight. Q2 2012 79% Q4 2012 85% Shifts in just six months:
  4. 4. Proudly brought to you by: Huthwaite Future Forum 225,000,000 – # of LinkedIn members Source: LinkedIn 181,000 – # of Twitter users with “social media” in their bio. Source: AdAge 22% – % of China’s Internet users active on Weibo Source: Synthesio 200,000,000 – # of monthly active Twitter users Source: Twitter 33 – % of US Internet users who ended a connection Source: eMarketing with a brand on social media Social upheaval
  5. 5. Proudly brought to you by: Huthwaite Future Forum The situation 2012 Sales Management Association (SMA) survey of sales managers and sales leaders: • 96% use LinkedIn at least once a week. • 80% believe sales force would be more productive. • >50% expect to increase their engagement with LinkedIn, Facebook and Twitter. • 66% of companies do not have a social media strategy for the sales organisation.
  6. 6. Proudly brought to you by: Huthwaite Future Forum 56% 53% 52% 50% 45% 45% 41% 39% 36% 29% 28% 27% 23% 19% 18% 13% 12% 7% 7% 5% 5% 4% 4% 2% n/a Active social media penetration Global Average Source: wearesocial.com.sg 23%
  7. 7. Proudly brought to you by: Huthwaite Future Forum The problem Source: Alimeter Group Formalised customer-facing social media efforts by group Marketing Sales 82% 75% 39% 30% 24% 16% 15% 11% 11% Marketing Corp Comms / PR Web / Digital Support HR / Recruitment Product Executives Field (Physical locations) Sales
  8. 8. Proudly brought to you by: Huthwaite Future Forum The bigger problem 2012 SMA Survey (sales managers / sales leaders) • Sales force lacks an understanding of social media. • Few have had sufficient social media training. Source: Sales Management Association Social media education in sales “I have received sufficient training from my organization on using social media.” 18% 15% 10% 10%5% 5% 35% Strongly disagree Strongly agree Neutral
  9. 9. Proudly brought to you by: Huthwaite Future Forum Brand positioning Brand awareness Brand defence Customer service Staff recruitment Lead generation Cross sell and upsell Lead nurture The implication – social media satisfaction Main areas of dissatisfaction: Source: B2B Marketing Outlook Report 2013 -60% -40% -20% 0% 20% 40% 60% 80% Dissatisfied Highly Satisfied Somewhat Satisfied
  10. 10. Proudly brought to you by: Huthwaite Future Forum Why does it matter? Social selling remains an ambition, not reality at most B2B organisations today • however, the evidence is clear that change is underway. Source: Aberdeen Group Performance benefits of social selling 64% 55% 54% 46% 49% 48% 42% 38% Total team attainment of sales quota Customer renewal rate Sales forecast accuracy Per cent of sales reps achieving quota Users of Social Selling All others
  11. 11. Proudly brought to you by: Huthwaite Future Forum Please welcome our Panellists Singapore| Hong Kong | Melbourne | Sydney
  12. 12. Proudly brought to you by: Huthwaite Future Forum The Panel John Golden Huthwaite President & CEO Marco Ryan Accenture Interactive Partner / Managing Director Christel Quek Samsung Asia Regional Social Business Lead Andrew Chow Social Media Strategist Twitter hashtag for the Forum: #HWFF
  13. 13. Proudly brought to you by: Huthwaite Future Forum Huthwaite’s latest research • 30% post for business purposes weekly. Why • 72% to research and make connections with prospective buyers and clients. • 71% to improve personal brand. • 55% to generate value for customers. However • 37% don’t know how best to maximise the use of it. • 32% struggle to create the right message.
  14. 14. Proudly brought to you by: Huthwaite Future Forum Emerging trends • Social media is used almost daily by the majority of salespeople, but not necessarily effectively. • Salespeople struggle most often with: – creating the right messaging in a given situation; – maximising the use of social media. • Techniques are evolving rapidly, everyone is still learning. • Discipline is required.
  15. 15. Proudly brought to you by: Huthwaite Future Forum Huthwaite’s philosophy on social selling • Create daily routine that fits into existing sales process. • Inspire and educate (give your knowledge away) as you engage with prospects and customers. • Develop your personal brand and become a micro-marketer. • Find the platform and technique that works best for you. • Search / Listen / Share.
  16. 16. Proudly brought to you by: Huthwaite Future Forum Thank you Singapore| Hong Kong | Melbourne | Sydney

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