Using Social Media to Generate Sales


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Tips on using social media tools, specifically LinkedIn and Twitter, to generate leads and support the sales cycle.

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  • Using Social Media to Generate Sales

    1. 1. Using Social Media to Drive Sales<br />Presented by:<br />
    2. 2. Infographic courtesy Inside Views<br />
    3. 3. Infographic courtesy of Ecreative Internet Marketing<br />
    4. 4. The biggest barriers<br />
    5. 5. 67%<br /> of C-level executives cite the Internet as the most influential and important source for business information.<br />
    6. 6. Traditional Marketing <br />(Push)<br />Social Media<br />(Pull)<br />
    7. 7. Social Media Lead Generation is About Inbound Marketing<br />
    8. 8. You want people to choose you because you are interesting.<br />
    9. 9. You have lots of opportunities to be interesting.<br />
    10. 10. What can social media help you do?<br /><ul><li>Research and development
    11. 11. Enhance relationships
    12. 12. Scale connections
    13. 13. Customer engagement
    14. 14. Lessen complexity
    15. 15. Expert positioning
    16. 16. Tell your own story
    17. 17. Enhance SEO</li></li></ul><li>Social media is about relationships.<br />
    18. 18. Social networking is more than socializing.<br />
    19. 19.
    20. 20. 177 million. Tweets sent on March 11, 2011<br />31,017,254. Unique visitors in the past 6 months<br />1 week. The time it takes for users to send 1 billion Tweets<br />Quick Twitter Facts<br />
    21. 21. The Golden Rules of Twitter<br />Add value<br />Link to interesting content: articles, trends, videos, white papers<br />Listen <br />Followclients, industry associations, people, news relevant to you<br />Monitor and act on relevant conversations<br />Engage<br />@reply and RT<br />Promote your content<br />Share white papers, news articles, videos, etc.<br />
    22. 22. Choosing a @Username<br />Use your real name<br />Transparent <br />Increases your ranking in Google<br />Keep usernames consistent<br />Keep it short<br />Avoid using hyphens, uncommon spellings, nicknames and symbols<br />
    23. 23. Setting Up Your Profile<br />
    24. 24. The Basics<br />Tweet<br />Noun: A message posted via Twitter containing 140 characters or fewer<br />Verb: The act of posting a message<br />Twitterer/Tweeter <br />An account holder on Twitter who posts and reads tweets<br />Twitter handle<br />Used to identify you on Twitter for replies and mentions<br />
    25. 25. The Basics<br />Follow<br />Subscribe to the tweets of another Twitter user<br />Unfollow<br />To cease following another Twitter user<br />
    26. 26. The Basics<br />Mention<br />Including the @ sign followed by a username<br />Tweets in which your username was included<br />
    27. 27. The Basics<br />Follow count<br />The numbers that reflect how many people you follow and how many people follow you<br />
    28. 28. The Basics<br />Search<br />A box on your Twitter homepage that allows you to search all public tweets for keywords, usernames, hashtags or subject<br />
    29. 29. The Basics<br />Promoted tweets<br />Tweets that selected businesses have paid to promote at the top of search results on Twitter<br />
    30. 30. The Basics<br />Trending topic<br />A subject algorithmically determined to be one of the most popular on Twitter at the moment<br />
    31. 31. The Basics<br />Protected/Private Accounts<br /> Twitter accounts are public by default<br /> Choosing to protect your account means that your Tweets will only be seen or approved by followers and will not appear in search<br />
    32. 32. What Can I Tweet?<br />An observation: what you are doing or thinking about a situation<br />What you are reading or watching: link to a relevant industry article or video<br />What events you are attending<br />Promote someone else’s content: make a comment and link to it<br />Promote Fathom’s content<br />
    33. 33. Engaging<br />Retweet<br />Noun: A tweet by another user, forwarded to you by someone you follow<br />Verb: The act of forwarding another user’s tweet to all your followers<br />
    34. 34. Engaging <br />@Reply<br /> Tweet posted in reply to another user’s message, usually posted by clicking the “reply” button next to the Tweet in your timeline<br /> Always begins with @username<br />
    35. 35. Engaging<br />Direct message (DM)<br /> Private tweets between the sender and recipient<br /> Tweets become DMs when they begin with “d username” to specify who the message is for<br />
    36. 36. What is a Hashtag?<br />Hashtag (#)<br /> Used to mark keywords or topics in a tweet <br /> Created organically by Twitter users as a way to categorize messages<br />
    37. 37. Using Hashtags<br />People use # before relevant keywords in their posts to categorize tweets to display easily in Twitter search <br />Clicking on a hashtag in any message shows you all other tweets in that category<br />Hashtags can occur anywhere in a tweet<br />Popular hashtags are often trending topics<br />
    38. 38. Hashtag Best Practices<br />Use short hashtags<br />Recommend using no more than 2 hashtags per tweet<br />Use hashtags only on tweets relevant to the topic<br />Before using a hashtag, always do a search to see how other users are using it<br /> offers an overview of popular hashtags on Twitter<br />
    39. 39. Recommended Hashtags<br />Technology<br /><ul><li>#tech
    40. 40. #business
    41. 41. #technology</li></ul>Social media<br />#socialmedia<br />#socialmediamarketing<br />#blogs<br />#blogger<br />
    42. 42. Recommended Hashtags<br />Marketing<br />#marketing<br />#contentmarketing<br />#storytelling<br />#CMO<br />#infographic<br />#b2b<br />#b2c<br />#communications<br />#brand<br />Events<br /><ul><li>#virtualevents
    43. 43. #hybridevents
    44. 44. #event (often used with #marketing)
    45. 45. #eventprofs</li></li></ul><li>How Often Should I Post?<br />At least 3 – 5x per week<br />Share an industry news article or piece of content 2x per week<br />RT a relevant tweet from a prospect, customer or colleague 2x per week<br />@reply 1x per week to a prospect, customer or colleague<br />
    46. 46. Twitter 2.0<br />Lists <br />Curated groups of other Twitter users <br />Tie specific individuals into a group on your Twitter account<br />Displayed on right side of menu of your homepage<br />
    47. 47. More About Lists…<br />Twitter users can organize others into “lists”<br />Clicking on a list will show you a stream of tweets from all the users included in that group<br />You don’t need to follow a user to add them to a list<br />Adding someone to a list will show you their tweets in the list, but you will not see their messages in your main timeline everyday<br />
    48. 48. How to Create a List<br />Visit the profile of the user you would like to add to your list<br />Click the list drop-down<br />At the bottom of the drop-down menu, click “Create list”<br />Enter the credentials of your list and set the privacy settings<br />
    49. 49. Using Twitter to Generate Leads<br />Position yourself as a thought leader with the content of your tweets<br />Links to industry articles<br />RT relevant tweets<br />Links to content<br />
    50. 50. Using Twitter to Generate Leads<br />Seek out your prospects and customers and follow them<br />Create a list to keep them organized<br />Monitor the Twitter feeds of your prospects and customers to gather insight into issues of importance<br />Engage with your prospects or customers<br />RT interesting content (only do this 1-2x per week)<br />Add a comment or additional insight to the RT<br />@ reply to prospects and customers with a link to an article or piece of content that relates to an issue he/she tweeted about<br />
    51. 51. Using Twitter to Generate Leads<br />Shout out to others <br />Mention them in a #FollowFriday or #FF<br />#FollowFriday is a hashtag that was created to introduce people to the Twittersphere<br />Make sure to leave room for a retweet<br />Link to other social conversations<br />Link to questions on LinkedIn and add @username of author<br />Tweet interesting blog posts with the author’s @username<br />
    52. 52. Valuable Content<br />
    53. 53. Who is Using LinkedIn?<br />100 million+ global users<br />20 million+ groups<br />LinkedIn usage peaks between 9 a.m. & noon PT<br />Average age:  44<br />49% of users are business decision makers <br />
    54. 54. Grow Your Network<br />Add your personalized LinkedIn URL to your email signature<br />Connect with people shortly after meeting them<br />Send personalized connection requests<br />Reply with a personal note when accepting a connection request to start a conversation<br />
    55. 55. Grow Your Connections<br />The “People You May Know” widget in the upper right corner helps you find contacts you might not otherwise have thought of<br />
    56. 56. Join a Group<br />Search LinkedIn’s Groups Directory to find industry associations and networks to take part in<br />
    57. 57. Engage in a Group<br />Join the groups and post an introduction to yourself and your business<br />Respond to questions with valuable insight<br />Avoid the direct sell<br />Share valuable content<br />
    58. 58. Be a Thought Leader<br />Update your status regularly<br />Share links to interesting content relevant to your followers<br />Link to content<br />Let people know what you are working on<br />Consider syncing your Twitter and LinkedIn accounts<br />
    59. 59. Be a Thought Leader<br />Use the many forums on LinkedIn to share the knowledge you’ve gained in your area of expertise<br />Avoid the direct sell<br />Offer valuable insight<br />Link to content<br />
    60. 60. Recommendations<br />Increase referrals by asking your happy customers to write you a recommendation to publish on your profile<br />Personalize your message in the Recommendation form<br />Be clear on what you want a recommendation for<br />
    61. 61. Research<br />Research the people you are meeting with to learn more about their backgrounds, interests, and skills<br />Identify potential connections that you may share with them<br />Monitor people changing titles and companies in your News Feed<br />
    62. 62. Applications<br />TripIt allows you to let your network know when you will be in their city<br />Set up meetings with prospects and customers<br />Find relevant events<br />
    63. 63. Applications<br />SlideShare application allows you to share content<br />Link to your SlideSharepage<br />
    64. 64. Applications<br />Reading List by Amazon allows your connections to view what you are reading and provide a recommendation on the book once completed<br />
    65. 65. Applications<br />Events by LinkedIn helps you find professional events to discover what events your connections are attending<br />
    66. 66. Should I Upgrade My LinkedIn Account?<br />Access to InMail<br />Additional introductions<br />Access to OpenLink network<br />Additional search opportunities<br />
    67. 67.
    68. 68. Blog Monitoring Made Easy<br />Identify 5 industry blogs relevant to you and your customers<br />Check at least 3x per week<br />Use Google Reader to make it easy to manage<br />
    69. 69. Getting Started<br />
    70. 70. The Rules<br />No client names unless approved<br />Keep it professional<br />Show a little personality<br />Keep confidential information confidential<br />Avoid speculation<br />Be transparent <br />Never be deceptive or misleading<br />Use common sense<br />Don’t comment on anything to a reporter or analyst<br />
    71. 71. Making it Easy<br />Use a social media dashboard to manage all your accounts in one place<br /><br />Free!<br />Easy to manage multiple accounts<br />Analytics to measure success<br />Cell phone apps to make it easy to update on the go<br />
    72. 72. Social Media in 10 Minutes a Day<br />Scan one or two industry blogs/enewsletters for a relevant article to share<br />Write one tweet and/or LinkedIn update<br />OR<br />Reply to comments posted by members concerning your previous status updates/posts<br />OR<br />Scan your news feed and respond to a post<br />Check in on one of your LinkedIn groups and respond to a question<br />OR<br />Respond to a LinkedIn InMail or connection request<br />
    73. 73. Social Media in 5 Minutes a Day<br />RT a post<br />OR<br />Share a piece of Fathom Business content<br />Scan your Twitter/LinkedIn news feed and make a comment on an update<br />
    74. 74. How Can I Measure the Success of My Efforts?<br /><ul><li>Engagement – comments, @ replies, RTs
    75. 75. Social connections
    76. 76. Behavioral change (e.g. increased inquiries)
    77. 77. Increased awareness of you/Fathom when you make a sales call
    78. 78. Volume of conversations
    79. 79. Conversations in new places
    80. 80. Increase in dialogue vs. monologue</li></li></ul><li>The Golden Rules B2B Social Media<br />Be interesting<br />Add value with helpful content<br />Focus your efforts<br />Engage in the conversation<br />Think long term<br />Keep your information current<br />
    81. 81.
    82. 82. Thank You<br />Larry Holdren<br /><br />t: @lholdren<br />f: <br />l: <br /><br />Shannon Danitz<br />e:<br />t: @stdanitz<br />f:<br />l:<br /><br />