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Social Selling Keynote for Symantec


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The Why, What & Intro to the How to do Social Selling

Published in: Social Media, Technology, Business
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Social Selling Keynote for Symantec

  1. 1. #SocialSelling Market & Sell to the Modern Buyer @jill_rowley#SocialSelling
  2. 2. The ABC’s of Social Selling – Always Be Connecting @jill_rowley#SocialSelling
  3. 3. Traditional Selling vs #SocialSelling @jill_rowley#SocialSelling
  4. 4. 78% of Sales Using Social Media Outsell Their Peers #SocialSelling @jill_rowley
  5. 5. Benefits of Social Selling #SocialSelling @jill_rowley
  6. 6. Customers expect companies to feel personal and authentic @jill_rowley#SocialSelling
  7. 7. ADAPT OR DIE BE REPLACED Become transparent, responsive, & collaborative or else risk being “left in the dust” by competition @jill_rowley#SocialSelling
  8. 8. HOW? share the unedited voices & personalities of your employees (You)! @jill_rowley#SocialSelling
  9. 9. Buying process has changed Buyers are self-educating via SEARCH & SOCIAL @jill_rowley#SocialSelling
  10. 10. 57% of the buying process done before engaging sales Then NowVS. @jill_rowley#SocialSelling
  11. 11. 92% of B2B buyers start search on web… @jill_rowley#SocialSelling
  12. 12. 82% of the world’s online population can be reached by SOCIAL NETWORKS Source: @jill_rowley#SocialSelling
  13. 13. The Power of Peer to Peer
  14. 14. Buyer to Company: 33% Trust
  15. 15. Buyer to Buyer: 92% Trust
  16. 16. Meet the Modern Buyer Digitally-driven Socially-connected Mobile Empowered @jill_rowley#SocialSelling
  17. 17. Unlimited access to real-time information about your company, products, competitors, customers, industry experts and influencers
  18. 18. You need more tools! Would you try to maintain your territory with only hammer & nails? (Phone & Email) @jill_rowley#SocialSelling
  19. 19. Social selling leverages your professional brand to fill your pipeline with the right people, insights, and relationships. #SocialSelling @jill_rowley
  20. 20. Build Your Personal Brand Optimize for the Buyer; not the Recruiter @jill_rowley#SocialSelling
  21. 21. Use Social Networks to Find, Listen, Relate, Connect, Engage & Amplify your buyers and their sphere of influence @jill_rowley#SocialSelling
  22. 22. Content: R E A D what your buyers are reading and share that content across your Social Networks @jill_rowley#SocialSelling
  23. 23. The on Content The @jill_rowley#SocialSelling
  24. 24. Finding Content to Share #SocialSelling @jill_rowley
  25. 25. Sharing Content #SocialSelling @jill_rowley Type personalized message here.
  26. 26. 1. Buyer-centric LinkedIn profile 2. The Art of a LinkedIn Invite 3. Sphere of Influence training 4. LinkedIn groups 5. Advanced Search in LinkedIn 6. LinkedIn Contacts 7. LinkedIn Job Change alerts 8. Share content @jill_rowley#SocialSelling
  27. 27. Establish a professional presence on LinkedIn with a complete profile Create a professional brand Prospect efficiently with powerful search and research capabilities Find the right people Discover and share valuable information to initiate or maintain a relationship Engage with insights Expand your network to reach prospects and those who can introduce you to prospects Build strong relationships Optimizing LinkedIn #SocialSelling @jill_rowley
  28. 28. Showcase your skills Create a professional brand Use the right tone What would prospects or customers want to know about you? Be descriptive. Tell your story. Complete your profile Aim for 100% profile completeness Add rich content Slideshare deck, presentation video, etc. Add skills and generate endorsements #SocialSelling @jill_rowley
  29. 29. Check who viewed you Find the right people View prospects View details of potential prospects in your 1st , 2nd , and 3rd degree networks Expand your viewing Use Lead Recommendations to find more prospects at your accounts Your activity drives views of your profile. Engage with relevant people who look at you. Proactively search Use advanced search & Lead Builder to pinpoint people more efficiently #SocialSelling @jill_rowley
  30. 30. Engage with insights Reach out to prospects Share valuable information Post relevant content that can help you become a trusted source of insight Stay in the know Join groups and follow your prospects, customers, and their competitors to keep up to date Engage with your network Share, like, and comment on content posted from your network Reach your prospects with InMails, connection requests, and other messages #SocialSelling @jill_rowley
  31. 31. Build strong relationships Focus on decision makers Focus on connecting to senior level people at your prospects and customers Connect with contacts Connect with your network and with prospects after introductions Connect internally Your colleagues will be able to provide you warm introductions #SocialSelling @jill_rowley
  32. 32. How can I measure how well I’ve adopted social selling? #SocialSelling @jill_rowley
  33. 33. LinkedIn created the SSI formula from survey research and behavioral analytics Brainstormed & calculated ~ 50 activities that good social sellers might do on LinkedIn Conducted survey of ~5000 sales reps to get a sample of “top performing” reps Used survey results to understand what top performing reps do on Formula design Final formula kept variables that were correlated with sales success, weighted based on their predictive nature #SocialSelling @jill_rowley
  34. 34. ABC co Create a professional brand Performance on four key dimensions, each worth 25 points Find the right people Engage with insights Build strong relationships 16 15 8 18 Social Selling Index 57 LinkedIn’s Social Selling Index measures adoption of practices on a 0-100 scale #SocialSelling @jill_rowley
  35. 35. SSI leaders create 45% more opportunities per quarter than SSI laggards. SSI leaders are 51% more likely to hit quota than SSI laggards. 45% more opportunities 51% more likely to hit quota Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30 Why is social selling important? #SocialSelling @jill_rowley
  36. 36. Add a Professional Photo • To edit your photo in LinkedIn: 1. Log onto LinkedIn 2. Choose Profile -> Edit Profile 3. Click on the camera icon 4. Upload a professional photo (choose edit photo to replace your current photo) 5. Save changes Represents your personal brand #SocialSelling jill_rowley
  37. 37. The Good, the Bad, and The Ugly #SocialSelling @jill_rowley
  38. 38. Ideal LinkedIn Profile #SocialSelling @jill_rowley
  39. 39. A Good LinkedIn Summary #SocialSelling @jill_rowley
  40. 40. Your LinkedIn Summary is about YOU @jill_rowley#SocialSelling
  41. 41. The Art of a LinkedIn Invite #SocialSelling @jill_rowley
  42. 42. Recommendations Establish Credibility #SocialSelling @jill_rowley
  43. 43. Search Results: 7x views with a Photo @jill_rowley#SocialSelling
  44. 44. Don’t be Single Threaded #SocialSelling @jill_rowley
  45. 45. Join Groups on LinkedIn #SocialSelling @jill_rowley
  46. 46. Use Your Alumni Network #SocialSelling @jill_rowley
  47. 47. 1. Pick a simple and short username (this is your brand) 2. Create a personal profile 3. Upload a good picture (no eggheads!) 4. Include your LinkedIn URL in your bio 5. Listen first, find your voice 6. Follow influencers and experts in your field; Create lists 7. Share things that are useful and relevant to your followers 8. Do no just self-promote or share your stuff 9. Engage with your followers (@reply, RT and mention) 10. Use #hashtags – example is #Vision2014 #Heartbleed @jill_rowley#SocialSelling
  48. 48. Is this a good Twitter profile? @jill_rowley#SocialSelling
  49. 49. Personal Branding on Twitter #SocialSelling @jill_rowley
  50. 50. Twitter Lists: Symantec @jill_rowley#SocialSelling
  51. 51. Twitter Lists: Cloud Computing #SocialSelling @jill_rowley
  52. 52. 78% of Sales Using Social Media Outsell Their Peers #SocialSelling @jill_rowley
  53. 53. The ABC’s of Social Selling – Always Be Connecting @jill_rowley#SocialSelling