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Social Media and Sandler<br />Brooks Associates Client Appreciation<br />June 29, 2011<br />Prepared by Bill Brelsford<br />
Is & Ain’t<br />Soc Med were developed for communicating, not biz dev (exception:LinkedIn)<br />Social = Relationship<br /...
Social Media Conversations<br />SM is good for many types of conversations<br />but<br />Sales Conversations Ain’t One of ...
Marketing is…<br />Gettingsomeone, whohasaneed, toknow, likeandtrustyou<br />
Selling is more specific <br />A sale happens when a customer<br />Has a problem or need<br />That you can solve or fill<b...
Different Roles, Different Goals<br />Marketing Role<br />Provide sales with more selling time with sales ready opportunit...
Buying Process<br />Source: eMarketing Strategies for the Complex Sale by Ardath Albee<br />
Marketing’s Reach (past & present)<br />Marketing<br />Sales<br />Source: eMarketing Strategies for the Complex Sale by Ar...
Keys to Getting Found<br />Grab Your Digital Real Estate<br />Publish Relevant Content<br />
Now we know<br />Who is searching<br />What they are searching for<br />What they need to move to the next step<br />What ...
Opening up new access points<br />
The Marketing Hourglass<br />© Duct Tape Marketing – all rights reserved<br />
Friends filter the fire hose<br />
Everyone talks, Sandler folks listen<br />What to Listen For<br />Reputation management<br />Monitor competitors<br />Trus...
Window of Dissatisfaction<br />
What Triggers Your Customers?<br />Life events <br />birth, death, marriage, graduation, divorce<br />New hire, promotion<...
Listening on the Internet<br />
Tools for Listening<br />Google Alerts<br />Company names, executive names, industry, brands<br />search.twitter.com<br />...
Blog<br />Best tool for producing and sharing  educational content<br />More Content  = More Traffic via Search<br />Often...
LinkedIn<br />Only Soc Med tool built specifically for biz<br />Best place to start if new to Soc Med<br />Makes Networks ...
Think Headlines<br />Tweets are limited to 140 characters<br />May be trickier to find keywords to search<br />Most tweets...
Facebook (Business Page)<br />Google indexes – helps you get found<br />FB continues to get more business friendly<br />Ma...
Taming the beast<br />
Begin With The End In Mind<br />
Create the Plan | Work the Plan<br />
Create a routine first<br /><ul><li> Daily
 Weekly
 Monthly </li></li></ul><li>Then pick your tools<br /><ul><li>TweetDeck.com
HootSuite.com
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Social Media for Sandler Salespeople

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Social Media for Sandler Salespeople

  1. 1. Social Media and Sandler<br />Brooks Associates Client Appreciation<br />June 29, 2011<br />Prepared by Bill Brelsford<br />
  2. 2. Is & Ain’t<br />Soc Med were developed for communicating, not biz dev (exception:LinkedIn)<br />Social = Relationship<br />Media = Communication vehicle<br />Support relationship building activities<br />Broadcasting does not build relationships<br />70 / 30 rule<br />
  3. 3. Social Media Conversations<br />SM is good for many types of conversations<br />but<br />Sales Conversations Ain’t One of Them<br />luckily…<br />It is great at supporting and starting Sales Conversations<br />
  4. 4. Marketing is…<br />Gettingsomeone, whohasaneed, toknow, likeandtrustyou<br />
  5. 5. Selling is more specific <br />A sale happens when a customer<br />Has a problem or need<br />That you can solve or fill<br />AND they are willing and able to give you money to do so<br />
  6. 6. Different Roles, Different Goals<br />Marketing Role<br />Provide sales with more selling time with sales ready opportunities<br />Sales Role<br />Close the deal <br />
  7. 7. Buying Process<br />Source: eMarketing Strategies for the Complex Sale by Ardath Albee<br />
  8. 8. Marketing’s Reach (past & present)<br />Marketing<br />Sales<br />Source: eMarketing Strategies for the Complex Sale by Ardath Albee<br />
  9. 9. Keys to Getting Found<br />Grab Your Digital Real Estate<br />Publish Relevant Content<br />
  10. 10. Now we know<br />Who is searching<br />What they are searching for<br />What they need to move to the next step<br />What we should be listening for<br />What we should be saying/asking<br />
  11. 11. Opening up new access points<br />
  12. 12. The Marketing Hourglass<br />© Duct Tape Marketing – all rights reserved<br />
  13. 13. Friends filter the fire hose<br />
  14. 14. Everyone talks, Sandler folks listen<br />What to Listen For<br />Reputation management<br />Monitor competitors<br />Trusted Advisor Opportunities<br />Your customers’ customers<br />Your customers competition<br />New relevant to you customers industry<br />
  15. 15. Window of Dissatisfaction<br />
  16. 16. What Triggers Your Customers?<br />Life events <br />birth, death, marriage, graduation, divorce<br />New hire, promotion<br />Product launch<br />Move<br />New business, funding (loan, grant, etc)<br />
  17. 17. Listening on the Internet<br />
  18. 18. Tools for Listening<br />Google Alerts<br />Company names, executive names, industry, brands<br />search.twitter.com<br />LinkedIn<br />Follow company or person, Monitor Q&A, Participate in groups, save searches and receive updates<br />Tools like TweetDeck, HootSuite, SocialMention<br />CRM<br />
  19. 19. Blog<br />Best tool for producing and sharing educational content<br />More Content = More Traffic via Search<br />Often the cornerstone of a Soc Med strategy<br />Some discussion via comments<br />Listening – better for keeping up with competitors and industry news<br />
  20. 20. LinkedIn<br />Only Soc Med tool built specifically for biz<br />Best place to start if new to Soc Med<br />Makes Networks Visible (Big Deal)<br />Lots of ways to integrate with other tools<br />Listening<br />great place to listen for trigger events<br />Starting to get “noisy”, may take time to find good groups andor discussions <br />
  21. 21. Think Headlines<br />Tweets are limited to 140 characters<br />May be trickier to find keywords to search<br />Most tweets <br />Ask questions<br />point to a more detailed resource on the web<br />#hashtags – used to categorize conversations<br />Listening - search.twitter.com/advanced<br />People, places, time line, attitudes, questions<br />
  22. 22. Facebook (Business Page)<br />Google indexes – helps you get found<br />FB continues to get more business friendly<br />Many sites using FB friends and likes to help filter results<br />Listening – most B2B companies appear to be using as an additional outlet for same content<br />
  23. 23.
  24. 24. Taming the beast<br />
  25. 25. Begin With The End In Mind<br />
  26. 26. Create the Plan | Work the Plan<br />
  27. 27. Create a routine first<br /><ul><li> Daily
  28. 28. Weekly
  29. 29. Monthly </li></li></ul><li>Then pick your tools<br /><ul><li>TweetDeck.com
  30. 30. HootSuite.com
  31. 31. SocialMention.com
  32. 32. CRM</li></li></ul><li>Recap<br />Social Media is about the conversation<br />Listen first<br />Get found by<br />claiming your digital real estate<br />create and share valuable content<br />Lead back to your web site and the “Try” stage of your Marketing Hourglass<br />Use a system to stay on top of things<br />Select tools after you define your needs<br />
  33. 33. For More Information<br />Bill Brelsford<br /> Rebar Business Builders<br />bill@rebarbusinessbuilders.com<br /> 913.962.9261<br />www.rebarbusinessbuilders.com<br /> Subscribe to The Business Builder newsletter<br /> Download free eBooks<br /> Subscribe to my blog<br /> Links to connect on social media<br />

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