The mission of the Social Selling University is to: “Educate sales and marketing professionals on emerging social media best practices for increasing sales and marketing productivity with the ultimate objective of driving revenue.”A word from Social SellingUniversity’s Faculty“Social Selling University is the first program toteach salespeople how to use Facebook, Twitterand other social tools to generate ready-to-buyleads and build relationships with customersthat result in long-term business growth.”Dan SchwabelFounder of Personal Branding Blog“Social Selling University levels the playingfield by teaching sales executives, managersand reps how to interact with and sell to themodern consumer. These social sales practicesbreed relationships and eliminate the need forcold calling.”Barbara GiamancoPresident at Social Centered Selling LLC“Salespeople who fail to leverage social mediado so at their own peril. The problem is, manydon’t know how. Social Selling University is agreat place to start and continue learning Distinguished Members of Social Selling University’s Facultywhat’s possible through in the new world ofsocial selling.”Jill KonrathAuthor, Speaker, Sales Strategist at SNAP Selling Koka Sexton Joanne Black Anneke Seley Kent Gregoire Barbara Giamanco
Learn from the Leaders in Social Selling Koka Sexton Founder of Social Selling University and Director of Social Media Strategy at InsideView. @kokasexton Kevin Baldacci Provost of Social Selling University and Social Marketing Strategist at InsideView. @kevinbaldacci7
Table of ContentsI. What is Twitter? IV. Targeting and Engaging What is Twitter? 3 Your Prospects Why Does Twitter Matter to Sales 4 How to Effectively Search for Prospects 23 Twitter Terminology 7 Define and Identify Trigger Events 25 Five Lists You Should Have 30II. Building Your Personal Brand – Profile Optimization V. Six Applications to Make Sales More Creating Your Twitter Handle 12 What Should Go In Your Twitter Bio 12 Productive with Twitter What Should Your Link Be 13 VI. Your 5-Week Social Selling withIII. Building Your Community Twitter Game Plan Building Your Community 16 What Do You Put in 140 Characters 17 Build Relationships 18 VII. Twitter for Business Case Studies Leverage Other People’s Twitter Lists 19 The Don’ts of Social Selling with Twitter 20
I. What is Twitter? “ Today’s digital landscape allows you to leverage structured and unstructured information from a wide variety of sources to discover context and insight about the habits, behaviors, and interests of our buyers, with the goal of creating value for them. ”Brian Vellmure - CRM Expert and CEO, Initium LLC/Innovantage @BrianVellmure
In February 2012, Twitter had 500 million registered users 83% of people who5. DM: Direct Message complained on TwitterA direct message enables you to send a private message (direct liked or loved a responsemessage) to a person you follow. This will not show up in your Twitter by the company.feed – think of it as a 140-character email. In one day, 40 million users visit TwitterIMPORTANTYou can only Direct Message another user if you areboth following each other.
II. B uilding Your Personal Brand – Profile Optimization“ Just like an expert plumber knows how to use his many tools in unique ways to fix the pipes, so must salespeople be trained on how to interpret and use social selling tools to reach the right person with the right message at the right time. ” Steve Richards - Co-Founder, Vorsight @srichardv
III. Building Your Community“ They (Green Leads sales reps) don’t think about pursuing contacts any more, they are pursuing people. People have histories, lives, and more to them than just phone numbers and email addresses.” Mike Damphousse - CEO, Green Leads @damphoux
Building Your CommunityEssentially, Twitter is a shorter and more viral form of blogging, so Building a relevant Twitter following comes downthe same rules actually still apply. By constantly writing or tweeting to three core concepts:about your expertise on a specific topic, you’ll become known for it,and people will gravitate to you and follow you. 1. Take a firm stance within your industryBuyers do not want a sales representative. They want a trusted This is probably the most essential concept when it comes to socialadvisor. How do you become a trusted advisor? You engage and build selling with Twitter. As a salesperson, you must find a topic thatrelationships, not follow everyone under the sun. is relevant to your business or industry and become an expert at it. Twitter users with large followings don’t tweet about their day- to-day activities. They take a stance on one subject and go with it. Fantasy football tweeters have a football following. Social media tweeters have a marketing following. You will also begin to develop a following if you take a firm stance within your industry and establish yourself as an expert. That doesn’t mean you can’t be fun or tweet about a great sandwich you had at lunch. Just make sure you dedicate yourself to a subject that is going to establish your credibility as a trusted advisor in your industry.
IV. Targeting and Engaging with your Prospects“ eads are no longer just second and third party referrals or first party re L quests. A lead today can be a complaint on Twitter, a question on LinkedIn, or a discussion on a Facebook page. ”Jim Keenan - CEO & Founder, Socially Booked @keenan
The Social Selling Revolution Sales professionals need to learn from the leaders in social selling SOCIAL SELLING UNIVERSITYBuyer behavior has changed. By the time you reach your customers, they probably already know more about youthan you know about them. Today’s buyers are web and social media savvy, they are informed about your offeringand your competitors and they are starting the sales process without you. 75% of buyers will likely 65% of a sales representative’s use social media in the time is spent not selling – social purchase process IBM surveyed over 1,000 global buyers. selling can help They found that 1/3 have already used social media to engage with their vendors.
V. Six Applications to Make Sales More Productive with Twitter“ Just a couple of months ago one of our sales people was on TweetDeck and noticed a person really struggling with a competitive offering to ours. The rep reached out, helped the person with their issue, and then began to build a relationship. We took out a competitor from that account within the last few weeks.” Alex Shootman - Chief Revenue Officer, Eloqua @shootman
VI. our 5-Week Social Selling Y with Twitter Game Plan “Social media has been an important part of a number of sales, but has never been the exclusive component. Last year, close to 70% of our net new name business originated through some sort of social media contact – but none of it closed through a single channel or through social media exclusively.”David Brock - President and CEO, Partners in EXCELLENCE @davidabrock
Take Social Selling with Twitter to the nextlevel and use a tool that brings ALL of theselling elements together onto one platform During the last few years, over a thousand InsideView customers have adopted Social Selling and are now seeing: Higher qualiﬁed lead volumes Increased opportunity conversion rates Higher than average contract volumes Higher renewal rates Download InsideView FREE and put your social selling skills to the test
WEBINARS Increase ROI by learning from the best in the business www.insideview.com/demos BLOG Read blog posts from the top sales professionals blog.insideview.com444 De Haro Street, Suite 210San Francisco, California 94107Main: (415) 728-9340Fax: (415) 728-9350 CONTENT Be the first to receive our newwww.insideview.com Social Selling booksR072012 www.socialsellingu.com