Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win

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This presentation was delivered to the Sales Operations Group of the UW E-Business Consortium - and generated an active conversation of offline sales success and how integrated social media can accelerate the sales process - even in highly structured traditional environments.

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  • Social Media Strategy for B2B Sales: Creating Context and Debunking Myths So You Can Win

    1. 1. Social
Media
Strategy
 for
B2B
SalesCrea4ng
Context
and
Debunking
 Myths
So
You
Can
Win
    2. 2. “People
don’t
want
to
connect
with
brands.
They
want
to
connect
with
 each
other.
Fascina8ng
companies
 create
more
opportuni8es
for
people
to
connect
with
each
other;
 through
the
brand.” —
Sally
Hogshead,
Author
of
Fascinate
    3. 3. Finn Digital• Digital Agency• Regional clients with global reach• Where marketing and technology strategy meet, we’ll be there• B2B and B2C
    4. 4. Our Rules of Thumb• Consider the audience first• Reflect offline success, online• Extend reach with technology• Strong online experiences have strong purpose
    5. 5. SocialMedia
vs.
Networking
    6. 6. Social
Media
Value
=
Your
Value• Networking
event• Tradeshow• Prospec4ng (please,
not
this
guy’s
idea
of
value)
    7. 7. Listening
at
the
right
keyhole• Use
LinkedIn,
but
how?• Where
do
I
start
to
 iden4fy
my
audience
 online?• Fish
where
the
fish
are, and
find
the
right
spot
 on
the
shoreline
    8. 8. B2B
isnt
different,
is
it?• Marke4ng
vs.
sales• Lead
genera4on
vs.
"interes4ng
trends"
(both
can
be
 valuable)• The
online‐all‐day
office
worker
vs.
the
field
engineer
in
 the
middle
of
a
strip
mine• Differences
in
accessibility
    9. 9. Listening
Tools• Establishing
relevance• Social• Analy4cs
‐
a
gold
mine socialmen4on.com search.twi[er.com Google
Reader Viral
Heat h[p://socialmedia‐listening.wikispaces.com/Tools
    10. 10. Human
(personable) Authen4c
(believable)HARM Relevant
(why
I
should
care) Message
(story,
benefit,
ac4on) Text
    11. 11. Theres
No
News
Sir,
But
the
Old
News• Campaign• Integra4on
of
communica4on
channels – e‐newsle[er – personal
email – print
(its
not
dead) – a[en4on‐ge[ers
and
door‐handle
warmers – the
telephone
(its
so
1983)
    12. 12. Par4cipate!Share
Your
Examples
of
Successful
Sales
‐
OFFLINE! Where
can
social
media
make
a
difference?
    13. 13. Real
Life
with
the
Clients• Mining
Equipment
Manufacturer – What
is
that
for? – No. – Wait,
maybe… – No. – Okay,
maybe.
But
no.
    14. 14. Financial
Services• Now
what?• Policy• Mavericks
    15. 15. Anguil
Environmental• LinkedIn
Groups
    16. 16. B2B
Agriculture• Farmers
are
social• Veterinary
Science• Devices
of
media
consump4on
 – iPad – iPhone
    17. 17. Tools
You
Can
Use• Shoutlet• Scribd‐whitepapers• Blog• Slideshare.net• LinkedIn• HootSuite,
TweetDeck• Gist• CRM
integra4on
‐
SalesForce.com
plugins• Phone
Apps• Social
listening
free
tools
(Google
it.)
    18. 18. People
You
Should
Take
Donuts• Analy4cs
guy
in‐house• Webmaster• The
Marke4ng
 Department• Everyone
with
a
story
 about
your
product
    19. 19. What
You
Can
Do
Tomorrow• Search
for
conversa4ons
and
listen• Build
rela4onships
 – in‐house – customers• Build
the
bait
‐
Content
forward – Video – Images – Informa4on
    20. 20. Word
To
The
Wise• Consistent
Brand
Representa4on• Nothing
online
is
deleted• Be
a
maverick,
but
only
a
li[le
    21. 21. Recent
Industry
Sta4s4csh[p://www.slideshare.net/OgilvyWW/the‐future‐of‐selling‐6010688
    22. 22. Your
Comments?Bill
Finnbill@finndigital.comh[p://finndigital.comBlog.finndigital.com@billfinn@finndigital

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