We are thrilled to announce that Jeff Leo Herrmann, Chief Strategy Officer, Fathom: Digital Marketing and Analytics, will be leading a 2-part breakout session on social selling. If you are a sales professional – or business owner with aggressive growth goals – looking to understand the modern world of selling, Jeff is a recognized leader in helping leading sales leaders and teams achieve their goals by leveraging social media. Interested in learning how sales leaders thrive in this new information-soaked world? Join the 2-part series. Part 1 Has Google destroyed the sales profession? Dynamics of the empowered customer/buyer How giving freely grows your sales Learn which social media platforms to ignore How to design a high-impact LinkedIn profile Part 2 How to crush it and scale your relationships and revenue with social media The 5 Rs of Social Selling 7-steps to Transform as a Thought Leader in your Industry Preparing for the future of video communications (how to build a YouTube Channel) As a preview for this session, we’d recommend that you listen to his podcast Scale Your Charisma for tips on getting started in social selling. The podcast covers a range of topics from the benefits of video communications to driving change across your organization. We dig into ways to optimize LinkedIn,Salesforce.com, YouTube, Facebook and Twitter. If you want to learn how to leverage content, technology and data to win, then this is the place to start. Jeff Leo Herrmann is a proud Youngstown Boomerang, and champion of sales and marketing alignment through the practices of content marketing and social selling. Jeff’s passion lies in the development of strategies to leverage content, technology and data to accelerate sales and realize extraordinary growth. This topic and more is covered in his weekly podcast: Publish or Perish.FM. In addition to being a mobile marketing and social selling pioneer, you won’t find a bigger content marketing zealot with an intense belief that brands are better off engaging their audiences with educational and entertaining content instead of blasting them with massive traditional advertising campaigns. This perspective is well informed after a 15-year career at The Nielsen Company working with fortune 50 brands measuring their advertising investments and effectiveness. Jeff earned an MBA in finance and economics from the University of Chicago Booth School of Business and holds an undergraduate degree from The Ohio State University College of

1. How to Win Big with Social Selling
Presentation By: Jeff Leo Herrmann
August 4, 2016

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How to Win Big with
Social Selling
Part 1
@JeffLHerrmann

3. 3
Market
Dynamics
SECTION
1

4. 4
Who is Your Favorite YouTube Creator?
Passion, Commitment and Unique POV

6. 6
Instant Answers: A Great Consumer Experience?
How to Fix Commercial Roof Leak

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Impatient | Fickle |Frustrated

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The Elevation of Marketing
We’re in the Drivers Seat

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Has Sales Been Marginalized by Content?

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Part 1 (Build the Foundation)
• Has Google Destroyed the Sales Profession?
• Dynamics of the Empowered Buyer/Consumer
• Give Freely to Grow Your Sales
• Learn Which Big/Important Social Media Platforms to Ignore
• Why/How to Design a High-Impact LinkedIn Profile
Part 2 (Level Up!)
• Scale Your Relationships and Revenue
• The 5Rs of Social Selling
• 7-steps to Transform to an Industry Expert
• How to Build a YouTube Channel
What to Expect Today
Parts 1 and 2

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Social Selling is about leveraging your professional social network to find the right
prospects, build trusted relationships, and ultimately, achieve your sales goals.
Source: LinkedIn
We take it one step further in the age of empowered buyers
• Effective Sales Leaders are teachers/curators and problem solvers
• We move beyond a transactional approach to selling and publish our knowledge and
expertise to build trust and credibility
• We leverage social media profiles as a published record of knowledge and expertise
• Our status is elevated as an industry expert and trusted advisor
Setting Context: What is Social Selling?
Give freely to grow your sales

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Which Big Social
Media Platforms
to Ignore
Section
2

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LinkedIn is the Most Used Social Media Platform
What’s your bet on the future? How many are you using?

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Facebook Dominates Time Spent and Reach
They are dominating the future of communications and content

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Facebook is part of the global fabric
It’s the on-ramp to online sessions (monthly usage by platform/product)
1.6 billion 800 million
400 million 1 billion
Source: Contently
3 of the top 5
Apps in US are
owned by
Facebook

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Which Social
Media Platform
is Right for You?
?

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Design a High
Impact LinkedIn
Profile
Published Record of Your Knowledge
and Expertise
SECTION
3

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Your Customers are Checking You Out
Be prepared

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Breaks the Ice and Drives Prospect Engagement
First Step in Social Selling

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Drive Visibility: Prospecting with Lily the Dog
How to Drive Attention to Your Profile and not be SUPERFICIAL
Episode 30 Scale Your Charisma

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Let’s focus on our
LinkedIn Profile
5 Steps to a High Impact Profile

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Goes without saying…
1. Up to Date Photograph
2. Industry – Marketing & Advertising
3. Location
1.) The Basics
We’re just warming up...first things first

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Headline: the most valuable real estate on LinkedIn!
1. Instantly signals your authority, focus, drive and creativity
2. Emphasize the value you create and not your organizational pay grade
2.) Headline - Focus on Impact over Title
Is your job title (the default setting) listed in your headline?

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Advertise your “unique self” on this valuable and searchable real estate
1. Showcase your specialty or your “so what?”
2. Speak directly to your target audience
3. Be specific and creative
4. Focus on keywords
5. Your story to tell
2.) Headline - Focus on Impact over Title (cont.)
Is your job title (the default setting) listed in your headline?
http://www.forbes.com/sites/dailymuse/2012/08/14/does-your-linkedin-headline-suck/

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Your personal/professional experience contributes to your unique value and POV
1. Passions?
2. Unique life experiences
3. Highlight (pursuit of) certifications
4. Write in the 1st person
3.) Summary – focus on YOU!
Your personal elevator pitch. You’re not just another superficial salesperson

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Don’t fret if you’ve only got 1-3 years of FT experience
1. Rearrange the listing: Summary > Skills > Certifications > Experience
2. Highlight valuable or relevant experience gained prior to FTE
4.) What about Limited Work Experience?
How to arrange your profile for maximum impact!

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Experiment with LinkedIn publishing to build
your brand
1. Sharing/Tweeting/Liking is Transactional and
Fades into Timeline
2. Focus on developing problem-solving or
aspirational content
3. Big opportunity to put forward durable and
memorable POV
5.) Pro Tip: Publish on LinkedIn
Build Social Profile Equity

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Part 1 (Build the Foundation)
• Has Google Destroyed the Sales Profession?
• Dynamics of the Empowered Buyer/Consumer
• Give Freely to Grow Your Sales
• Learn Which Big/Important Social Media Platforms to Ignore
• Why/How to Design a High-Impact LinkedIn Profile
Part 2 (Level Up!)
• Scale Your Relationships and Revenue
• The 5Rs of Social Selling
• 7-steps to Transform to an Industry Expert
• How to Build a YouTube Channel
What to Expect Today
Parts 1 and 2

30. 30
Complete,
Thank You
Part
1

31. 31
Q&A
@JeffLHerrmann
@JeffLHerrmann

32. 32
How to Win Big
with Social Selling
Part 2
Part
2

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Part 1 (Build the Foundation)
• Has Google Destroyed the Sales Profession?
• Dynamics of the Empowered Buyer/Consumer
• Give Freely to Grow Your Sales
• Learn Which Big/Important Social Media Platforms to Ignore
• Why/How to Design a High-Impact LinkedIn Profile
Part 2 (Level Up!)
• Scale Your Relationships and Revenue
• The 5Rs of Social Selling
• 7-steps to Transform to an Industry Expert
• How to Build a YouTube Channel
What to Expect Today
Parts 1 and 2

34. 34
Social Selling is about leveraging your professional social network to find the right
prospects, build trusted relationships, and ultimately, achieve your sales goals.
Source: LinkedIn
We take it one step further in the age of empowered buyers
• Effective Sales Leaders are teachers/curators and problem solvers
• We move beyond a transactional approach to selling and publish our knowledge and
expertise to build trust and credibility
• We leverage social media profiles as a published record of knowledge and expertise
• Our status is elevated as an industry expert and trusted advisor
Setting Context: What is Social Selling?
Give freely to grow your sales

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5 R’s of Social Selling on LinkedIn
Effective Framework
5.)
Relationships
2.)
Relevance
1.)
Reach
3.)
Recognition
4.) Response

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Highest quality global contact database of people and companies
• 443 million users
• ~ 45 billion page views per quarter
• Reaches 37% of the digital population
Popular publishing platform for industry knowledge and training
• 1 million professional publishers
• 3 million long-form posts
• Lynda.com acquisition strengthens services
Advanced targeting and search features in Sales Navigator
1.) Reach – Use LinkedIn to Map the Universe of Opportunities
Find the Best/Right Contacts on LinkedIn and Engage

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Monitor company and lead feed to gain intelligence and
better understand:
• Triggers
• Interests
• Intent
• Skills/Education
• Recommendations and shared connections
• Groups and Influences
Context helps you approach and engage the contact
with relevant insights and information to build trust and
credibility
2.) Relevance – Align with Adrian Chernoff’s Strengths
Listen and Learn to Engage your Prospects/Customers

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Optimize Profile towards Clients
• Headline: builds authority
• Summary: reveals unique POV
• Experience: impact made for clients
• Recommendations: validates and builds trust
• Skills: 3rd party votes for your expertise
Curate industry insights and set sharing cadence to drive
visibility (4 to 1)
Publish Posts on Pulse (*7 Steps to Transform*)
• Illustrates your knowledge and expertise to build trust
and credibility
• Positions you as a teacher and problem solver
3.) Recognition – Use Profile as a Tool to Build Authority
Build Your Professional Brand on LinkedIn and Connect with Prospect that Value Your Expertise

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Only 4% of B2B buyers have favorable impression
of a sales person who reached out cold
Commitment to consistent monitoring and sharing of
insights results in prospect engagement (germinate
the seeds of awareness)
InMail response rates 60% due to lack of clutter and
competition (source Lindsey Boggs)
Please always add value and do not pitch
4.) Response – Use inMail as Alternative Way to Message
Warm up your Cold Calls

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1. Review profile of target to find common thread
2. Click “Send InMail” button on target’s profile
3. Craft interesting/personal subject line
4. Compose body copy with friendly/personal open
5. Use mutual connections to your advantage: reference v. referral
6. Go in for the ‘ask’: connect v. meet
7. Company overview
8. Name drop others/clients
9. Close
4a.) How to Achieve a 50% Conversion Rate
9-step InMail Process

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Ultimate GOAL is to scale and maintain
our relationships to drive our mutual
businesses forward
Become a Trusted Advisor
Most efficient, scalable and highest
frequency way to stay in touch and
communicate when real-time interaction is
not possible
5.) Relationship
Become a Trusted Advisor

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Build Authority and Achieve Creator Status
Coaching your team up the Social Selling Maturity Curve
Scale
Revenue
Scale Relationships
Observer
Curator
Creator
Participant
Share/Like
Mercenary

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Transform into
an Industry
Expert
Bonus
1

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1. Set goals and document your strategy
2. Develop a (Content Marketing) mission statement
3. Select editorial theme and stick to it
4. Develop content asset(s) and channel(s)
5. Make an appointment with your audience
6. Schedule, share and repurpose
7. Measure and optimize
Sales Leader to Thought Leader in 7 Steps
Transform Yourself and Your Business

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1.) Set Goals and Document Your Strategy
SMART and Productive

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2.) Develop a Content Marketing Mission Statement
SMART and Productive
1. Who’s target?
2. What’s delivered?
3. Outcome for Audience?

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2a.) Importance of Persona and Buyers’ Journey
SMART and Productive

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3.) Stick to an Editorial Theme

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4.) Develop Content Asset(s) and Channel(s)

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5.) Make an Appointment with Your Audience

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6.) Schedule, Share and Repurpose

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7.) Measure and Optimize

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1. Buy 3 construction lights from Home Depot (placement)
2. Set up iPhone on stable base
3. Flip view of camera and hit record
4. Share your knowledge and expertise (7 steps)
5. Upload video to your YouTube channel (public or unlisted)
6. Share across select social networks (LinkedIn and Twitter)
7. Push to marketing team to transcribe your thoughts and publish
Video Communications Hack
Preparing for the Future of Video Communications
30 Day Challenge

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Free eBook on How to Set Up a YouTube Channel

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1. Transformation into Thought Leaders
2. Illustrate Depth of Knowledge
3. Build Trust, Credibility and Confidence
4. Passion, Commitment and a Unique POV
Key Takeaways

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Complete,
Thank You
Part
2

57. 57
Q&A
@JeffLHerrmann
@JeffLHerrmann

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APPENDIX
Section
0

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Appreciating an Audience-First Perspective?
What is Content Marketing?
Content marketing is the marketing and business process for
creating and distributing relevant and valuable content to attract,
acquire, and engage a clearly defined and understood target
audience – with the objective of driving profitable customer action.
(Source: CMI)

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32% Claim their Content Marketing Strategy is Mature+
High Participation but….
88%of B2B Companies Use
Content Marketing

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30% Claim their Strategy is Effective
Most still using for Lead Generation | Good to Understand

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1. Components of a Documented Content Marketing Strategy
1. Who’s the target?
2. What’s delivered?
3. What’s the outcome for the audience?
Best Practice: Documented Content Marketing Strategy
Drives Governance of an Effective Social Selling Strategy
This strategy arms the team with relevant content and reinforces the marketing
(audience development) strategy.
Sales stays focused and contained to supporting the messaging for only the
critical initiatives