Leveraging social media for brand building & customer acquisition
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Social selling is using social media to build relationships with buyers. When you have the right tools and strategy in place, social selling can help you and your company: - Build a positive reputation - Unearth hard-to-surface insights - Establish key contacts for sales
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Leveraging social media for brand building & customer acquisition
- 1. Leveraging social media for brand building & customer acquisition Social Selling Sudhanshu Tripathi @sudhanshu9655 https://in.linkedin.com/in/tripathisudhanshu
- 2. Agenda for next 20 minutes Why is social selling necessary How to do social selling: Case study Measure social selling effort Setting the context: What is social selling Recap
- 3. Social selling is using social media to build relationships with buyers. When you have the right tools and strategy in place, social selling can help you and your company: • Build a positive reputation • Unearth hard-to-surface insights • Establish key contacts for sales What is social selling?
- 4. Decision makers consume 5pieces of content before being ready to speak to a sales rep. Complete 57%of the buying decision before they do talk to the sales rep. 92% of buyers delete emails or voicemail messages from unknowns. 82%of prospects can be reached via social media. 77% B2B buyers performed independent research before talking to a salesperson. 84% of B2B decision makers begin their buying process with a referral. 78%social sellers outsell peers who do not use social media 45% social sellers create more opportunities Why care about social selling? Refer: http://web.marsdenassociates.com & http://www.ey.com/GL/en/Services/Advisory/EY-LinkedIn
- 5. Why care about social selling…? Refer: https://www.youtube.com/watch?v=jottDMuLesU
- 6. How to do social selling?
- 7. From #NaMo4PM to #PMOIndia… … glaring example of social selling! Case:Journey of Narendra Modi Refer: LIQVD ASIA
- 8. Establishing a transparent image by putting on – ground activities online Accurate positioning with excessive content seeding Optimized use of Social Media 3 things that made Modi popular Refer: LIQVD ASIA
- 9. • Modi utilized all the social platforms for creating the desired image • Social platforms established two-way communication with masses • Social Media enabled disseminating information directly to the masses continuously Optimized use of social media Refer: LIQVD ASIA
- 10. Accurate positioning: Content seeding • Push excessive positive content down the search engines there by shunting the negative content! • Effective use of multiple websites such as www.narendramodiplans.com, www.isupportnamo.org and platforms like www.quora.com. Tactical solution to all queries to paint desired image. Refer: LIQVD ASIA
- 11. • Relay the story from ground to masses through social media • Decipher Gujarat & NaMo growth model continuously • Blog on various issues to paint the desired image Transparent image: move on-ground activities online Refer: LIQVD ASIA
- 12. 3 parallel campaigns on all possible mediums Leverage the brand + Highlight (–)s of competition + Communicate value proposition Refer: LIQVD ASIA
- 13. Leverage the power of Community & content... … to attain virality Earned Community Quality Content VIRALITY
- 14. • Select & prioritize your channels: Identify the watering holes & be there • Enhance your brand image through quality content & continuous engagement • Use the power of positive content to fight the negative • Humanize your messages & leverage the power of influencers • Integrate across platforms seamlessly: Fusion marketing • Measure your efforts • Don’t forget the ground rules • Do not sell: 80:20 rule => Educational Vs. Promotional|| Curation Vs. Creation • Don’t forget to Listen How should we do social selling?
- 15. Quality content: cornerstone of social selling Landing Page Email Blast Partner Channels Google+ Facebook LinkedIn Slide Share Twitter
- 16. Align content to buying cycle D1= Brand recall D2= Ease of interaction D3= Capability to deliver D4= Business fitment Awareness Credibility Aptness Convert Need Start here Referr: https://www.linkedin.com/pulse/20140327192556-24316550-in-smarketing-understanding-customer-psychology-is-central?trk=mp-reader-card
- 17. Leverage the power of Influencers 1 tweet adds $17 billion to market cap of Apple Refer: http://finance.yahoo.com/blogs/the-exchange/carl-icahn-multibillion-dollar-tweet-boosts-apple-stock-205938760.html
- 18. Measure: Leverage platforms & tools Hootsuite: Listening & schedulingKlout: Measure, curate & publish Measuring performance: Tweetreach.com Try Platform analytics Google analytics Facebook Twitter LinkedIn Analytics from paid campaigns!
- 20. @sudhanshu9655 https://in.linkedin.com/in/tripathisudhanshu Stay connected, Stay social Thank you sudhanshut@gmail.com Sudhanshu Tripathi