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hands on social selling social aug 31/sep 1, 2009
Your clients are: <ul><li>Unfamiliar, for the most part, with all of the social options out there to achieve the desired i...
Meanwhile, customers are: <ul><li>Shopping and engaging products via multiple channels </li></ul><ul><li>Inattentive, unav...
The question is not  “how do you sell social”.  Rather, it’s HOW DO YOU NOT SELL SOCIAL!
You are the key to success. <ul><li>You personally are most likely going to be in the sales process for new or existing cl...
#1 Do It Yourself
Self Assessment <ul><li>Develop your own plan </li></ul><ul><ul><li>Adhere to it! </li></ul></ul><ul><li>Outline your soci...
What would clients see? <ul><li>Search for yourself </li></ul><ul><li>Check your own sentiment </li></ul><ul><li>How do yo...
Qualifying the customer
Asking the right questions <ul><li>Create your client criteria for social strategy services, i.e.: </li></ul><ul><ul><li>A...
What are the red flags? <ul><li>Warning signs that client is not a good fit: </li></ul><ul><ul><li>Not a dedicated focus o...
Establish a set of imperatives. <ul><li>This is the information you require of the customer before considering social stra...
The 2 most important thing to do. <ul><li>Understand (or help create) the client’s clear and quantified objectives centere...
The wisdom of crowds. <ul><li>There are so many options and directions to take, getting a core group together is often a b...
How to price social media engagements
Budgets. <ul><li>Set Realistic expectations </li></ul><ul><ul><li>On their part AND yours </li></ul></ul><ul><ul><li>Don’t...
Ways to price. <ul><li>Retainer  </li></ul><ul><li>Project  </li></ul><ul><li>Pay for performance </li></ul><ul><li>Pay pe...
Retainer. <ul><li>When to use – type of client </li></ul><ul><ul><li>New industry/vertical  </li></ul></ul><ul><ul><li>Wor...
Project-based. <ul><li>When to use – type of client </li></ul><ul><ul><li>May be used in conjunction with Retainer work </...
Pay per action. <ul><li>When to use – type of client </li></ul><ul><ul><li>Industry/vertical in which you have a lot of ex...
Pay for performance. <ul><li>When to use – type of client </li></ul><ul><ul><li>Industry/vertical in which you have experi...
Hybrid. <ul><li>When to use – type of client </li></ul><ul><ul><li>Client where social strategy calls for some tactics tha...
Don’t jump into the tactics <ul><li>Effective social strategy  is not  about putting up a facebook page, creating a twitte...
Pricing for social strategy  vs. tactics <ul><li>Selling strategy: </li></ul><ul><ul><li>Social media consulting </li></ul...
One-time work. <ul><li>Addictive if you aren’t careful </li></ul><ul><li>May cause resource constraints </li></ul><ul><li>...
Social Profile Design & Management
Recurring work. <ul><li>Balance total % carefully amongst clients </li></ul><ul><li>Don’t put recurring clients on “auto p...
Recurring Services Include: <ul><li>Social Monitoring </li></ul><ul><li>Brand Management </li></ul><ul><li>Ongoing ideas a...
Sentiment Management & Reporting.
Protect yourself with assumptions. <ul><li>Include specifics on: </li></ul><ul><ul><li>What client must provide/deliver </...
Pricing. <ul><li>Understand how clients perceive the services you are offering </li></ul><ul><ul><li>Value-priced </li></u...
“ Value” priced services. <ul><li>Specialty services, such as: </li></ul><ul><ul><li>Usability, wireframes </li></ul></ul>...
Hourly priced. <ul><li>Based on a set hourly rate </li></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Ad buying/planni...
Commodity priced. <ul><li>Hosting  </li></ul><ul><li>Email delivery </li></ul>Tough to differentiate you from the other al...
How to pitch social media engagements
Know your audience.
Fast, Actionable Items <ul><li>Begin with examples, competitive data </li></ul><ul><li>Provide overview of high level stra...
Pitching <ul><li>Only invest the time if you are certain the buyer is ready to buy (and not just gathering more intelligen...
Be creative. <ul><li>Think outside the Box. </li></ul><ul><li>Think outside the PowerPoint. </li></ul><ul><li>Think about ...
Know your stuff. <ul><li>Create proposals/pitches that are unique for each client </li></ul><ul><li>Paint the big picture,...
Q&A
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Hands- on Social Media 7: Building And Selling Social Strategy

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Hands- on Social Media 7: Building And Selling Social Strategy

  1. 1. hands on social selling social aug 31/sep 1, 2009
  2. 2. Your clients are: <ul><li>Unfamiliar, for the most part, with all of the social options out there to achieve the desired impact </li></ul><ul><li>Forced to justify all expenditures and prove ROI </li></ul><ul><li>Looking for new ways to connect with and maintain customers </li></ul><ul><li>Under pressure to perform NOW </li></ul>
  3. 3. Meanwhile, customers are: <ul><li>Shopping and engaging products via multiple channels </li></ul><ul><li>Inattentive, unavailable and in control of messages they receive </li></ul><ul><li>Talking, texting, writing, blogging, tweeting, prognosticating, etc. about brands </li></ul>
  4. 4. The question is not “how do you sell social”. Rather, it’s HOW DO YOU NOT SELL SOCIAL!
  5. 5. You are the key to success. <ul><li>You personally are most likely going to be in the sales process for new or existing clients. </li></ul><ul><ul><li>You must be on board with this. </li></ul></ul><ul><ul><li>You have to think and act differently. </li></ul></ul><ul><ul><li>You should use the medium & be able to talk about it. </li></ul></ul><ul><li>BOTTOM LINE: You need to be a true sponsor within your organization </li></ul>
  6. 6. #1 Do It Yourself
  7. 7. Self Assessment <ul><li>Develop your own plan </li></ul><ul><ul><li>Adhere to it! </li></ul></ul><ul><li>Outline your social presence </li></ul><ul><li>Document an update frequency </li></ul><ul><li>Know your story </li></ul><ul><li>Watch your metrics </li></ul><ul><li>Evaluate regularly </li></ul>
  8. 8. What would clients see? <ul><li>Search for yourself </li></ul><ul><li>Check your own sentiment </li></ul><ul><li>How do you compare to competitors? </li></ul><ul><li>Would you hire yourself? </li></ul>
  9. 9. Qualifying the customer
  10. 10. Asking the right questions <ul><li>Create your client criteria for social strategy services, i.e.: </li></ul><ul><ul><li>Are their customers looking for them or talking about them online? </li></ul></ul><ul><ul><li>Does the decision-maker have an understanding of how social strategy “fits” </li></ul></ul><ul><ul><li>Is there adequate budget to “go around”? </li></ul></ul><ul><ul><li>Is the client executing upon social campaigns now? </li></ul></ul><ul><ul><ul><li>How is this being done? </li></ul></ul></ul><ul><ul><li>What are the results? What is being measured? </li></ul></ul>
  11. 11. What are the red flags? <ul><li>Warning signs that client is not a good fit: </li></ul><ul><ul><li>Not a dedicated focus on marketing team (IT making online marketing decisions) </li></ul></ul><ul><ul><li>No existing Web presence </li></ul></ul><ul><ul><li>Too much education required </li></ul></ul><ul><ul><li>Many in-house resources </li></ul></ul><ul><ul><li>Against social media </li></ul></ul><ul><ul><li>GUT INSTINCT </li></ul></ul>
  12. 12. Establish a set of imperatives. <ul><li>This is the information you require of the customer before considering social strategy work. </li></ul><ul><li>Follow the practice of obtaining this information and save time and money. </li></ul><ul><li>Follow the money and you generally end up with big headaches. </li></ul>
  13. 13. The 2 most important thing to do. <ul><li>Understand (or help create) the client’s clear and quantified objectives centered around this effort – what are they trying to achieve. </li></ul><ul><li>Don’t let the client start with the tactics or technology. If the client says they need a blog, understand why. Your value might come in selling why they don’t need one. </li></ul>
  14. 14. The wisdom of crowds. <ul><li>There are so many options and directions to take, getting a core group together is often a big help early in the sales process. </li></ul><ul><li>Pull together your people who are online frequently to help, regardless of role within the agency. </li></ul><ul><li>Make sure that ideas all tie back to the objective. </li></ul>
  15. 15. How to price social media engagements
  16. 16. Budgets. <ul><li>Set Realistic expectations </li></ul><ul><ul><li>On their part AND yours </li></ul></ul><ul><ul><li>Don’t “give away” online </li></ul></ul><ul><ul><li>Know what your minimums are to be profitable </li></ul></ul><ul><ul><li>Be prepared to say NO </li></ul></ul>
  17. 17. Ways to price. <ul><li>Retainer </li></ul><ul><li>Project </li></ul><ul><li>Pay for performance </li></ul><ul><li>Pay per action </li></ul><ul><li>Hybrid </li></ul>
  18. 18. Retainer. <ul><li>When to use – type of client </li></ul><ul><ul><li>New industry/vertical </li></ul></ul><ul><ul><li>Work that is expected to be ongoing indefinitely </li></ul></ul><ul><li>What to expect </li></ul><ul><ul><li>Growth if you perform well </li></ul></ul><ul><ul><li>Demands from client </li></ul></ul><ul><ul><li>“ What about me” concerns about service and strategy contributions </li></ul></ul>
  19. 19. Project-based. <ul><li>When to use – type of client </li></ul><ul><ul><li>May be used in conjunction with Retainer work </li></ul></ul><ul><li>What to expect </li></ul><ul><ul><li>Scope creep </li></ul></ul><ul><ul><li>Client approvals and/or requirements will impede project timeline </li></ul></ul><ul><ul><li>Additional project/growth opportunities if you perform well </li></ul></ul>
  20. 20. Pay per action. <ul><li>When to use – type of client </li></ul><ul><ul><li>Industry/vertical in which you have a lot of experience and proven success </li></ul></ul><ul><ul><li>Client with conversions of online sales, forms, calls to unique number from site </li></ul></ul><ul><ul><li>Client with analytics and end to end conversion measurement in place </li></ul></ul><ul><ul><li>Client that will allow you the access you need to report on results </li></ul></ul><ul><ul><li>Client you are confident you can retain for more than 12 mos. </li></ul></ul><ul><li>What to expect </li></ul><ul><ul><li>IT push back & challenges getting tracking mechanisms in place </li></ul></ul><ul><ul><li>Client scrutiny of actions for which you are to be paid </li></ul></ul>
  21. 21. Pay for performance. <ul><li>When to use – type of client </li></ul><ul><ul><li>Industry/vertical in which you have experience and proven success </li></ul></ul><ul><ul><li>Client who will pay you a “kicker” for a pre-defined success target </li></ul></ul><ul><li>What to expect </li></ul><ul><ul><li>Tracking MUST be in place </li></ul></ul><ul><ul><li>Performance metrics MUST be clearly defined and agreed to in writing </li></ul></ul>
  22. 22. Hybrid. <ul><li>When to use – type of client </li></ul><ul><ul><li>Client where social strategy calls for some tactics that can be measured all the way through conversion and some tactics that can not </li></ul></ul><ul><ul><li>Client who can get more budget based on results; marketing isn’t expense but COS </li></ul></ul><ul><li>What to expect </li></ul><ul><ul><li>Similar to Pay for performance and Pay per action </li></ul></ul><ul><ul><li>Retainer services dropped over time </li></ul></ul>
  23. 23. Don’t jump into the tactics <ul><li>Effective social strategy is not about putting up a facebook page, creating a twitter account and setting up a LinkedIn company profile </li></ul>
  24. 24. Pricing for social strategy vs. tactics <ul><li>Selling strategy: </li></ul><ul><ul><li>Social media consulting </li></ul></ul><ul><ul><li>Social recommendations on messaging, methods </li></ul></ul><ul><ul><li>Active social monitoring </li></ul></ul><ul><ul><li>These services are usually ongoing rather than one-time </li></ul></ul><ul><li>When you become an expert, you can sell consulting engagements </li></ul>
  25. 25. One-time work. <ul><li>Addictive if you aren’t careful </li></ul><ul><li>May cause resource constraints </li></ul><ul><li>Critical to price for profitability </li></ul><ul><li>Consider it “fat” and not “meat” </li></ul>
  26. 26. Social Profile Design & Management
  27. 27. Recurring work. <ul><li>Balance total % carefully amongst clients </li></ul><ul><li>Don’t put recurring clients on “auto pilot” </li></ul><ul><li>Bring new opportunities once you have delivered results </li></ul><ul><li>Identify growth goals </li></ul><ul><li>Apply resources by tier of client (not all recurring clients are created equal) </li></ul>
  28. 28. Recurring Services Include: <ul><li>Social Monitoring </li></ul><ul><li>Brand Management </li></ul><ul><li>Ongoing ideas and recommendations </li></ul><ul><li>Ongoing Competitive Analysis </li></ul><ul><li>Off Site Optimization / Link Building </li></ul>
  29. 29. Sentiment Management & Reporting.
  30. 30. Protect yourself with assumptions. <ul><li>Include specifics on: </li></ul><ul><ul><li>What client must provide/deliver </li></ul></ul><ul><ul><li>Travel expenses </li></ul></ul><ul><ul><li>Billing methods </li></ul></ul><ul><ul><li>Rush fees </li></ul></ul><ul><ul><li>Cancellation fees or other penalties (if appropriate) </li></ul></ul><ul><ul><li>Delivery expectations </li></ul></ul><ul><ul><li>Ownership of IP </li></ul></ul>
  31. 31. Pricing. <ul><li>Understand how clients perceive the services you are offering </li></ul><ul><ul><li>Value-priced </li></ul></ul><ul><ul><li>Hourly-priced </li></ul></ul><ul><ul><li>Commodity-priced </li></ul></ul><ul><li>Create a consistent method for determining pricing </li></ul><ul><li>Know the competitions’ pricing </li></ul>
  32. 32. “ Value” priced services. <ul><li>Specialty services, such as: </li></ul><ul><ul><li>Usability, wireframes </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Strategy </li></ul></ul>Creative talent and smart thinkers are priceless.
  33. 33. Hourly priced. <ul><li>Based on a set hourly rate </li></ul><ul><ul><li>Search </li></ul></ul><ul><ul><li>Ad buying/planning </li></ul></ul><ul><ul><li>Development </li></ul></ul>Complete the work in the time allotted and you win!
  34. 34. Commodity priced. <ul><li>Hosting </li></ul><ul><li>Email delivery </li></ul>Tough to differentiate you from the other alternatives.
  35. 35. How to pitch social media engagements
  36. 36. Know your audience.
  37. 37. Fast, Actionable Items <ul><li>Begin with examples, competitive data </li></ul><ul><li>Provide overview of high level strategy as well as proposed tactics </li></ul><ul><li>Low hanging fruit opportunity </li></ul><ul><li>Recommend to start with listening </li></ul><ul><ul><li>Great 1 st step if client is “afraid” </li></ul></ul>
  38. 38. Pitching <ul><li>Only invest the time if you are certain the buyer is ready to buy (and not just gathering more intelligence, etc.) </li></ul><ul><li>When you pitch, give it your all! </li></ul><ul><ul><li>Designate a project manager </li></ul></ul><ul><ul><li>Back into timelines </li></ul></ul><ul><ul><li>Identify additional resources necessary to prepare the pitch and to present </li></ul></ul><ul><ul><li>Practice, practice, practice. </li></ul></ul>
  39. 39. Be creative. <ul><li>Think outside the Box. </li></ul><ul><li>Think outside the PowerPoint. </li></ul><ul><li>Think about the fact you are pitching social – it should look “social”. </li></ul>
  40. 40. Know your stuff. <ul><li>Create proposals/pitches that are unique for each client </li></ul><ul><li>Paint the big picture, but be prepared to show social applications as tactical examples </li></ul><ul><li>Anticipate the questions they will ask and be prepared with an answer </li></ul>
  41. 41. Q&A

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