Social Networking in a Sales 2.0 World
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In today’s economy, sales leaders need to stay one step ahead of the competition. This means finding the right prospect at the right time, understanding the customer’s buying behavior, getting accurate visibility into the sales pipeline, and leveraging the power of social media to connect with customers and prospects. Social Networking in a Sales 2.0 World Learn how to leverage the power of social networking to increase your sales volume and velocity. This presentation will show you practical examples how to use social networking sites so you can make more money off your personal and professional connections.
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Social Networking in a Sales 2.0 World
- 1. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Kevin Popovic, B.S., M.A. Founder / Communications Director Ideahaus® Social Networking in a Sales 2.0 World Satellite Marketing:
- 2. September 10, 2009 Chicago, IL www.sales20conf.com/chicago • Push Strategies are Failing • Pull Strategies are Working Changing Strategies
- 3. September 10, 2009 Chicago, IL www.sales20conf.com/chicago • Conventional Marketing uses “in the box” thinking • Too many steps in process, chances to fail • Premise is “the prospect will listen” Changing Strategies
- 4. September 10, 2009 Chicago, IL www.sales20conf.com/chicago • Leverage Consumer Behavior and Insights to Develop Personalized Media Messaging Changing Strategies
- 5. September 10, 2009 Chicago, IL www.sales20conf.com/chicago • Closed-loop Marketing • Full Use of Data • Free Flow of Info Changing Strategies
- 6. September 10, 2009 Chicago, IL www.sales20conf.com/chicago • All new relationships start with a conversation of one type or another. New Relationships
- 7. September 10, 2009 Chicago, IL www.sales20conf.com/chicago • Start the conversation where they already are, and on their own terms. New Relationships
- 8. September 10, 2009 Chicago, IL www.sales20conf.com/chicago • Start the conversation where they already are, and on their own terms. Social Media
- 9. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Social Networks
- 10. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Video Sharing
- 11. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Micro-Blogging
- 12. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Photo-Sharing
- 13. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Events
- 14. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Bookmarking
- 15. September 10, 2009 Chicago, IL www.sales20conf.com/chicago PPT Sharing
- 16. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Video Streaming
- 17. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Widgets
- 18. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Miscellaneous
- 19. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Blogging
- 20. September 10, 2009 Chicago, IL www.sales20conf.com/chicago • Less Effective • Expensive • Slow Mass Media vs. Social Media • Effective • Inexpensive • Immediate
- 21. September 10, 2009 Chicago, IL www.sales20conf.com/chicago • A coordinated collection of marketing sub-stations, or “satellites”, fully-integrated. Satellite Marketing™
- 22. September 10, 2009 Chicago, IL www.sales20conf.com/chicago 1. Target Markets 2. Strategy Development 3. Satellite Development 4. Deployment & Participation 5. Assessment & Measurement Satellite Marketing™
- 23. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Satellite Marketing™ • Utilize Social Media, Networks and Functionality for Sales & Marketing
- 24. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Satellite Marketing™ • Reply to Trends, Crises, and Opportunities in a timely fashion.
- 25. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Satellite Marketing™ • Change the Sales Machine into a Customer Relationship
- 26. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Satellite Marketing™ • Develop Relationships with Prospects, Customers, Industry and Media.
- 27. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Satellite Marketing™ • Promote the Sampling and Sales of Products and Services.
- 28. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Satellite Marketing™ • Supplement Traditional Media Planning with Social Media Planning.
- 29. September 10, 2009 Chicago, IL www.sales20conf.com/chicago Satellite Marketing™ • Increase Brand Awareness, Participation, Engagement, Reach and Audience.
- 30. September 10, 2009 Chicago, IL www.sales20conf.com/chicago • Learn more at www.ideahaus.com • kp@ideahaus.com Satellite Marketing™
Editor's Notes
- © Kevin Popovic. All rights reserved.
- Push Strategies are proving to be less useful in a sales environment: Direct Mail, Demo’s, Email Campaigns, People are tired of being sold Grow up in a skeptical world Unfortunately, this impact is highly evident in sales industry. Traditional messaging is more heavily scrutinized by prospects and customers. Pull Strategies are securing bigger budgets and as a result employing different promotional strategies: • User Groups, Communities, Advocates, Research Community, Associations, Non-Profits There is where social media has stepped in to effectively address the needs of the consumer
- The same thinking that every sales and marketing guy is taught coming up through the ranks, The same thinking that most companies use when competing against one another in an overcrowded category of commodity products. There's an accepted range of tools a company can use to promote itself, including: Marketing Branding Advertising, Internet Public Relations Design Multimedia Events Each are far removed from the prospect, - include a number a steps that are critical for delivery - and are based on the premise… All along these communications processes are numerous steps from the company to the prospect. And that's the Achilles' heel of conventional marketing: the sheer number of steps involved, and the dependency of each step to deliver the next. There’s a number of things that can go wrong - and often do. Consider the steps that all have to work in succession in order to deliver the prospect to the decision point: to buy or not. The print ad (a photo, headline, tag line and body copy) in the newspaper has to stand out in a crowded page, be read on the day / week that it runs and move the prospect to action. The radio advertisement has to be on the exact station at the same time your prospect is listening, it has to be heard (sandwiched between the drive-time weather report and the latest pop single) and has to be memorable enough to continue the motivation from the call to action when they get to a phone or computer. The random email you purchased from a list has to get through the spam filter and be compelling enough to get a click–through before getting deleted or added to a junk list. The press release has to be picked up by the news source and included in the issue of the publication that the prospect is reading on the day / week / month that it appears. The billboard has to be noticed by your prospect driving by at 65 mph, one hand on the wheel with the radio blaring the commercial competing for their attention and be memorable enough to continue the call to action when they get to a phone or computer. The printed brochure you mailed to the prospect has to get past his secretary into the 鍍oday’s mail� pile, make the sort over top of the trash can to be scanned at a later date with the other brochures and compel the prospect to get online, call or engage. The premise for all of these is commonly that a prospect will want to read or listen to a sales pitch. - Do you?
- Companies are changing strategies; one of them is using customer behavior and consumer insights to understand where thery are, what they’re saying, what they’re looking for, what they’re fears are; Are you listening?
- Closed loop marketing is simply a pragmatic application of segmentation by making full use of the available data. The solution is a concept called "closed loop marketing." In this system, data can easily be exchanged between sales and marketing, and customers can be tracked through the suspect-to-sale continuum. With the right technology in place there is a free flow of information that reveals who the customers are and how they like to be sold. When marketing to customers this now goes beyond just the sale and installation of my product. That’s very product centric. Clever marketers are combining this data with more attitudinal, profile information, as dimensions of segmentation. The messages tend to resonate because of this extra effort.
- All new relationships start with a conversation, of one type or another. What types? Prospects Customers Associates Colleagues Suppliers Government, Regulatory And with social media becoming a cornerstone of personal relationships, there are emerging opportunities for business to follow suit, to engage, to join the conversation
- Social Media: Groups, of every type, already exist; Prospects Customers / Users Verticals Support / Influencers Unlike traditional web site and marketing efforts, social media (all of the categories) starts the conversation where the consumers already are, on their terms and by their invitation.
- Marketing strategies are shifting to “social media marketing” or its more complete approach “satellite marketing”:including all types of social media; Social networks Blogs Micro-Blogs PPT Sharing Video Sharing Photo-Sharing Video-Streaming Bookmarking Events Widgets Miscellaneous (applications) • More than just filling out the profiles. Social media is not a wholly new phenomenon. The first social media site appeared in 1997 (MySpace?), but the trend has picked up momentum markedly in the last few years. Right now, social media is one of the most dynamic environments in the world: new platforms are appearing with dizzying speed. (million people on Facebook, 60% of Americans online, etc) This means that while most people are aware of at least a few of the more popular social media sites, very few people realize the breadth and depth of options and opportunities that are available to them. To simplify things, social media sites can be organized into categories of user types, community, functionality and media including. Although one could argue that a site may be applicable to more than one category, for our discussion we have selected the primary focus or application. Let’s take a closer look at each of the categories, the players (or notables) within, and the type of content, functionality and connectivity they provide.
- (s)ocial networks (10:00) Facebook MySpace LinkedIn • Online communities, where users post profiles, status updates, share content and photos, and identify like-minded friends, colleagues and peers. • It's becoming increasingly clear that there's a division between social networking sites -- MySpace, for example -- and professional networking spaces, such as Linkedin. • If you picture a Venn diagram here, you'll see that there are some areas where networking sites occupy both social and professional space, to varying degrees. And remember: the definition is determined by your target audience. If you're selling Goth clothing to pre-teen girls, MySpace IS a professional venue. Facebook (kp) LinkedIn (kp, ideahaus) Speaker Site (kp) Conversation is the new currency. – RR Content is the new currency. - kp
- YouTube Veoh Vimeo Video sharing sites are used to upload and share video files. The sites provide 'embed code', allowing visitors to show the video on their own website, blog, or social network page. YouTube is the 800-pound gorilla in the video sharing world, but there are other services of interest, including Veoh. YouTube (Ideahaus)
- Twitter Yammer FriendFeed Micro-blogging sites focus on the posting and sharing of short, messages (generally 140 characters). These messages can include text and links, leading the reader to websites, blogs, and audio and video clips. The current dominant player in the micro-blogging world is Twitter. Twitter is here to stay. 1400% annual growth. - RR -Recent reports of 60% population non-activity Twitter (Ideahaus) his is the dumbest thing I’ve ever seen. Who cares what you’re eating? – RR ocial media is a river of conversations, and Tweets are the gold nuggets at the bottom. – RR
- Flickr, Shutterfly, PhotoBucket, Snapfish, SmugMug, TweetPhoto and Picassa are all photo sharing Satellites. Used to store, organize, and most importantly, share digital images, photo sharing can be the sole purpose of a Satellite, or a functionality inherent in another Satellite. Social networking sites feature extensive photo sharing, as do many blogs. Facebook shares 800 million photos per month. - RR Fllickr (Ideahaus)
- Evite Eventful Facebook A functionality that is inherent in many satellites is the ability to create, coordinate, announce and invite people to events, which can take place online or 'in real life'. Although Facebook (a social network site) employs events as part of their offering, dedicated event sites like Evite and Eventbrite and dedicated to just events. Evite (kp)
- Delicious, Digg, StumbleUpon Bookmarking sites allow users to list their favorite websites and share those lists with other users. Digg, StumbleUpon, and other bookmarking sites can help propel a piece of content in front of countless eyes, simply by the power of referral: the more people who bookmark a site, the more prominent it becomes. Delicious (Ideahaus)
- SlideShare, DocStoc Powerpoint sharing sites present a platform to upload, organize, and share powerpoint presentations. This has obvious immediate benefit to those of you in the B2B world, and has also been useful in service providers reaching directly to the consumer market. SlideShare (Ideahaus)
- Qik UStream.tv Streaming media is multimedia that is constantly received by, and normally presented to, an end-user while it is being delivered by a streaming provider (the term "presented" is used in this article in a general sense that includes audio or video playback). The name refers to the delivery method of the medium rather than to the medium itself. The distinction is usually applied to media that are distributed over telecommunications networks, as most other delivery systems are either inherently streaming (e.g. radio, television) or inherently non-streaming (e.g. books, video cassettes, audio CDs). The verb 'to stream' is also derived from this term, meaning to deliver media in this manner. KP Ustream Account - show controls (amazing)
- WidgetBox, Slide, iWidgets Widgets allow social media users to enhance their online presence and augment functionality, either on a social media site or on their own personal website, with tools, games, interconnectivity to other Satellites and more. Most social media sites provide users widgets for integrating the users content into other environments and extending functionality. You can also use widgets to make your content portable to ANY website. i.e your photos or blog posts encapsulated in a widget Twitter Widget (Ideahaus) Slideshare Widget (LinkedIn)
- Word-of-mouth (WOMMA.com), MojoPages, Wikipedia, Facebook Connect And for everything that didn’t fit into one of these categories we suggest “miscellaneous” – a collection of unique, experimental or lesser-known technologies that have an impact of social media but just hasn’t made it far enough (yet). Wikipedia (Ideahaus – warning ;-)
- WordPress, TypePad, Blogger, LiveJournal - Also think of it as “publishing” Blogging is one of the oldest and most established satellites and have evolved into a true multimedia platform (or social media aggregators – RR / or dashboard of your social media activity - kp) Blogs run the gamut, from personal journals to corporate messages. Most are heavily text based, but they can also incorporate audio and video files easily, as extended functionality. WordPress (Ideahaus)
- Traditional media is proving less and less effective, expensive, slow to respond Social media is effective, inexpensive, immediate
- Satellite Marketing is a communications strategy designed to connect an organization with its target markets via social media sites and services. These social media sites and services act as marketing sub-stations, or "Satellites". Target Markets Strategy Development Satellite Development Deploy & Participation Assessment & Measurement Satellite marketing provides a viable strategy, with greater potential, for a fraction of the conventional investment. Companies can not only transform their marketing messages, but shed the baggage associated with traditional advertising and promotional vehicles that customers are well-trained to tune out. “The term “Satellite Marketing™” is a trade name developed by Kevin Popovic and used by him and Ideahaus, LLC, to describe the business process described herein. All rights to the term are reserved, and you may use the term only with the permission of, or proper accreditation to Kevin Popovic and Ideahaus, LLC.”
- Satellite Marketing is a communications strategy designed to connect an organization with its target markets via social media sites and services. These social media sites and services act as marketing sub-stations, or "Satellites". Target Markets Strategy Development Satellite Development Deploy & Participation Assessment & Measurement Satellite marketing provides a viable strategy, with greater potential, for a fraction of the conventional investment. Companies can not only transform their marketing messages, but shed the baggage associated with traditional advertising and promotional vehicles that customers are well-trained to tune out. “The term “Satellite Marketing™” is a trade name developed by Kevin Popovic and used by him and Ideahaus, LLC, to describe the business process described herein. All rights to the term are reserved, and you may use the term only with the permission of, or proper accreditation to Kevin Popovic and Ideahaus, LLC.”
- • Unlike traditional media, (most) social media is free. And unlike traditional media, social media is interactive. • They provide functionality for making themselves knows, sharing with others and experiment with new ways on an regular basis. • There are thousands of social media sites of all sizes, interest and activity abound, fully developed, operational and populated with prospects of all types talking about what interests them most. • It is a prime opportunity to join the community and tactfully market to a self-selected audience predisposed to be favorable to your offerings. How many people have been using social media? Anyone not using social media? Which are you using? What are you using it for? Anyone selling products or services using social media? If so, what?
- Traditional marketing relies heavily on the acknowledgement and prioritization of traditional media. • Capturing their attention at the time that suits them and their editorial schedule gets you an opportunity to squeeze your edited message into a pre-determined space. • But you won’t know until it actually airs or hits the press. Everything gets bumped. Social media, and the categories within, provide countless opportunities to address trends, crises, news and information with organized groups of your multiple audiences. • And they’re always listening. Just make sure you have something good, of value to say. Satellite marketing strategy develops a network of sites to include every audience, and integrates the functionality to get messages in front of the right people fast, and efficiently. • As the satellites “orbit” their audiences the multiple exposures make impact; message received. • This allows your organization the often valuable opportunity to be either the first or among the first to capitalize on trends, tie your product or service to emerging news stories, respond to crisis, and to position yourself as an industry leader.
- It’s been a long time since most consumers have had a relationship with a sales professional of a company. • And as much as contemporary advertising has included demonstrations and recreations of an experienced relationship it really only happens in the movies. During conventional marketing efforts, we're asking things of the customer: click, here, act now, buy this. • We want them to give us something; phone number, zip code, credit card. Within satellite marketing, we're not asking for things anymore. • We're providing something, whether it's relevant information, a useful resource, an ear to 'bounce things off of', a funny cartoon, a link to an article, a video presentation. Something. • And why? Because that’s a great way to start a relationship. • You should also focus on how you can add value to the people that matter most to your business. Satellite marketing hinges on the concept of positioning every representative of a company as a credible, likeable source your prospects, your customers and even your competition know and respect. Look at social networks to employ a social relationship management methodology that leverages the value of the relationship with these customers and prospects for long term value. • Social network engagement can’t be thought of in a traditional campaign mindset. • Rather this is a commitment for the long haul value and not for quick hits.
- • Social media has fundamentally changed the common perception of what a relationship is. • Online 'friendships' or “connections” can be just as influential when it comes to the decision making process as the relationships with off-line co-workers, neighbors, family members, and so on. • Satellite marketing facilitates creating these different relationships by presenting a crafted presence in front of the right groups of people. • The success of these relationships, just like in person, is dependent upon the repeated positive exposure and experiences shared. How many believe they have relationships with their customers? How have you developed these relationships? How many hours a day do you invest in relationship development? How many people can you currently affect in a day?
- • Traditional marketing has assaulted the prospect in the grocery store, at the mailbox, and on the home phone during dinner with the family. • Social marketing and the activities therein) can be as much an imposition (damn banner ads) as traditional, but it can also be more selective, more on point. • Satellite marketing is even more subtle as it does not use the brash tactics its predecessors. • Satellite marketing is based upon repeated exposure to products and services in a non-threatening environment. • This respect for the prospect reduces resistance to listen to something new and increases the opportunities to sample/click/buy a company’s offerings. Additionally, product reviews from friends or group discussion / approval of services acts as a third party validation, further diminishing any anxiety or uncertainty that may make a customer sample. How do you currently sample your product / service? How do you currently sell your product / service? How many people can you currently sample in a day?
- • Social media planning is a natural extension of traditional media planning and extends an organization's reach and opportunities exponentially. • Just as television and radio stations, cable networks, newspaper and print publications are selected to provide the right prospects for the latest advertisements social networks, user groups, blogs and web events are now targeted. And it does so without the usual financial investments required to have a presence in front of millions. You should have a schedule but be willing to deviate from it is events occur that dictate immediacy. What traditional media are you currently using? What media have you cut back on – why? What are the challenges within traditional media? If you could not use traditional media what social media would you utilize?
- • Most traditional brand exposure includes product placements, celebrity reviews, sampling events and the like. • And arguably most are conceived and perceived as self-serving; “ry us and buy us”. • More innovative methods are used by some, but the fact remains that they are selling experiences. And how many people like to be sold anything? • Participating on social media sites puts your products, knowledge and services in front of countless prospects and customers. • Satellite marketing puts your people – the faces of your brand - in front of these same people as advisors, as spokesmen, as customer support, as sales support. • The level of activity a company generates upon these Satellites enhances the prospect's perception that its an organization that's relevant, cutting edge, 'in the know'. You also have opportunities to engage on a level previously unimaginable, and to leverage the serendipitous connections inherent in social networking to reach markets you were unlikely to identify and capitalize on otherwise. No matter the research or media, reports are showing big growth and projecting larger. How are you growing your brand, increasing awareness, promoting participation now? What are the challenges within these methods? Are you currently generating enough prospects? Why not? Source: http://images.google.com/imgres?imgurl=http://cloud.files.wordpress.com/2008/05/20080530b.jpg&imgrefurl=http://socialmedia.net/2008/05/30/business-week-social-media-will-change-your-business/&usg=__PqPI6MluH-RBF1bRmUIpkbCvUDc=&h=440&w=500&sz=78&hl=en&start=3&um=1&tbnid=0_FVmsQ1z8CMnM:&tbnh=114&tbnw=130&prev=/images%3Fq%3Dsocial%2Bmedia%2Bgrowth%26hl%3Den%26client%3Dfirefox-a%26rls%3Dorg.mozilla:en-US:official%26sa%3DN%26um%3D1
- To learn more about these subjects, including how to use satellite marketing strategies for your company and your brands, meet up with me during break, give me your card, let’s start our own conversation ;-) Or visit http://www.ideahaus.com or email kp@ideahaus.com.