Apurva Chamaria Vice President & Head – Corporate Marketing, HCL Tech

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Social Selling – Master Class

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Apurva Chamaria
Vice President & Head – Corporate Marketing
:@a1purva
Speaker Introduction

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Social Selling will enable you to be superior sellers
 Modernize your approach – Explore a new avenue to advance from cold calls to engagement
The digital era hasn’t cut down on opportunity, rather
brought in new opportunities that are still untapped.
Selling Will Always Be A Social Occupation & B2B Buying Process

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Report by Aberdeen Group
LinkedIn Report on Social Selling 2013
LinkedIn Report on Social Selling 2013
Sales professionals using social selling saw the following:
The Social Media Transformation
Gain in YoY Revenue16%
More likely to get promoted2X
More likely to exceed Sales Quota51%

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1. 1.4 BN+ Funnel influence by LinkedIn Social selling
users
2. Sales managers have connected to 2,000 decision
makers they had no connections with
3. 93% of decision makers were outside the network
4. Social selling influenced 350 MN US$ of booking
5. Increase in sales representative performance as:
1. They did 105 per cent more booking in 2015 v/s 2014
2. The bid to win increased by 20 per cent
3. The time taken to close an opportunity reduced by 26 Days
Social Selling Program – HCL Technologies

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 IBM launched a pilot program for cloud computing called "intelligent listening"
to learn of topical conversations on social media
 Oracle has trained 23,000 employee on Social Selling
 IBM’s 7 sellers who took up the pilot
grew their LinkedIn followers from a
mere 535 to 3,500 and their reach went
from 54,000 to 1.3 million
 79% of IBM sales reps who incorporated
social selling achieved their yearly
quota – compared to a 43% industry
average
Source: www.chiefmarketer.com
IBM’s Success with Social Selling
Social Selling Program – HCL Technologies

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6 Elements of
Social Selling
Understanding
social platforms
& Creating the
Social Persona
Creating,
collating &
Publishing
content
Identifying the
prospects
Listening to
topics that
interest the
prospects
Approaching a
Prospect
Engaging
Prospects and
Nurturing a
Relationship
The 6 Elements of Social
Selling bridges the gap in the
traditional lead sourcing to
purchase cycle by dissolving
boundaries between the
Awareness, Consideration
and Transaction stages
HCL’s Framework for Social Selling

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Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6
Stage 1 - Understanding social platforms: Approach, Tools
& platforms
Creating Social
Media Persona
Improve your
Search-ability
Setting up Social
Media Channels
Setting Content
Curation Sources

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Include Company Name on your Social Profiles
Step 1 Step 2 Step 3 Step 4

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Use Similar and Relevant Profile Picture Across platforms
Step 1 Step 2 Step 3 Step 4

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Use keywords similar to your persona and position
Step 1 Step 2 Step 3 Step 4

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Be active on Social media
Step 1 Step 2 Step 3 Step 4

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Stage 2 - Publish High Quality Content

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Stage 2 - Crafting a Message on Twitter for Maximum
Impact
Message ( <100 Characters )
Link
(10 Characters)
Blank
(>20 characters)
■ Use good Punctuations including
capital letters , no TXT speak and
avoid all CAPS
■ TIP : Do not abbreviate anything,
though you can use numeric
charceters for numbers
Tweet Essentials
■ Include 1-2 hashtags in each message
to extend reach to non-followers
■ Tip : Hashtags in the Tweet body
attract better engagement than at the
end of tweet
Hashtags
■ Shorten all URLs to increase Tweet
Space and track performance
■ TIP : If you know how to use a URL
shortener service, feel free to use it
Links
■ Leave >20 characters for retweeters
to add their message
■ TIP : make sure to thank each RT you
get
Retweet Space
■ Use your own voice in a professional
way to add some personality
■ TIP : Get someone to regularly review
your style and Tone
Tone
■ Use mention and RT’s to call out other
authors and people you want to see
your tweet
■ TIP : Add your own messaging to RT’s
Mentions and RT’s
■ Tell readers what you want them to
do
■ TIP – Place [ ] around the link to drive
additional action
Call to action
■ Make 90% of tweets links to articles
blog post pictures or videos that
relate to your message
■ TIP : Link do not always have to be at
end of a tweet)
Destination of Link

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Go to HCL official Twitter Profile and LinkedIn company page1
Once in a Week on Twitter and Once a Fortnight on LinkedIn , share the content from these pages. This would
increase the association with HCL’s Content
2
Try to add your insights to the HCL content , audience always appreciate an insightful conversation, You can Edit
& RT the content on Twitter and on LinkedIn when sharing post with your comments
3
Stage 2 - Sharing Organization Content

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SmartBrief
1
LinkedIn Pulse
2
Klout
3
Stage 2 - 3 Tools to Discover Shareable Content

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Stage 2 - Publishing content Tools
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

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Finding the social presence of Hugh Hale , CIO, Visiting Nurse Service
Stage 3: Identifying Prospects
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

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Stage 3: Identifying Prospects - Tools
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

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Shows that Prospect is in
lookout for something
Shows Mild dissatisfaction
with the service.
Stage 4: Listening - Identifying topics that interest prospects
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6
Finding Triggers and learning about prospects– Geoff Cobb

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Stage 4: Set up an Alert for Particular designation
VP Procurement, Merck

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Stage 4: Listening - Identifying topics that interest
prospects
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6
Buyers Persona Template of Geoff Cobb – Deputy CIO at John Hopkins

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Name of the Person Company
Background
Early Life,Childhood,Family Information
Demographics
Gender, Age, Location
< Can be Extracted from LinkedIn, Facebook
and other Social Media Channels>
cd<Extracted from Facebook, Twitter,
Interviews and Videos
Professional Information
Designation, Present and Past Organizations and work done
< Can be Extracted from LinkedIn, Company Website and other
Websites >
Education
Degree,Course,School,College
< Can be Extracted from LinkedIn, Facebook, Company Website
and other Websites >
Likes, Interests and Hobbies
Food,Sports,Favorite Pastimes,Movies,Music,Passion etc
d< Can be Extracted from Facebook, Twitter Blogs and other
Interviews >
Events and Conferences
s< Can be Extracted from
Facebook, and Twitter , Google
Image Search
Personality Insights
x< Can be Facebook, , Videos ,
Interviews ,Twitter ,Blogs etc.
Stage 4: Filling The Persona Template – Flexible, High

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Newsle is a web application of LinkedIn that allows users to
follow real news about their contacts, and public figures
Stage 4: Use Newsle to find news about that person

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Stage 5: Approaching Prospects
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

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Stage 5: Use LinkedIn Invitations Proficiently
Click here
to download the template
TIP: Create customized templates for each of your networking groups.
Customize Your LinkedIn Invitations Copy
Include a personalized salutation, an explanation of the context for your
connection, an explanation of why you want to connect, a call to action and a
“thank you”.
TIP: Sign your name with your Twitter handle to make sure your contact
knows that you can be reached in other ways.
Tell A Story
TIP: If your invite isn’t accepted, start to engage with your prospect at other
avenues, such as LinkedIn Groups.
Do Not Send More Than One Invite

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Your profile photo is the first thing a person sees on your LinkedIn invitation,
so make it a good one. Be sure you're the only person in the photo, you
haven't just cropped yourself out of a group photo, it's not a selfie, and you
look professional
1. Professional Photo
Begin your message with a "Dear [name]" or "Hi [name]" -- and make sure
you've spelled their name correctly
2. Personalized Greeting
Did you chat at a conference? Did a friend recommend that the two of you
connect? Are you following each other on Twitter? Remind the person how
s/he knows you somewhere in the message.
3. How You Know Them
It's really important to explain why you want to connect with them so they
don't think you're just out to increase your number of connections
4. Why You'd Like to Connect
5. What You Do
Even if you've met the person before, there's a chance they won't remember
who you are. Always include a one- or two-sentence tidbit on what you do.
Stage 5: Writing Customized LinkedIn invitation
It's always nice to include a few kind parting words about their
work, job experience, or company.
6. Kind Parting Words
7. Sign Off
Don't forget a warm sign-off! It's a small detail that can make your
invitation feel much more welcoming and personal.

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Opportunity to
start a
conversation
with insights
Opportunity to
answer &
provide solution
@geofdotedu I have used applications like Apptio what
problem are you facing ? Check out the link
http://bit.ly/U7GVNL to know more
Ideal Reply to
above question
Stage 6: Engaging Prospects and Nurturing a Relationship
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6
Objective
Procedure
Requirement
from User
Expected
Outcome
Example
Tools
Find Conversation Triggers to ACT

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Stage 6: Engaging Prospects and Nurturing a Relationship
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

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Activities
To set up an alert on LinkedIn to automatically get
updates about anyone who joins at particular
designation, or get promoted
Hack to use more than 140 characters on Twitter

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1. LinkedIn Hack: Finding prospects (Titles)

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2. Twitter Hack: Twitter replies

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Bonus hack #3. IFTTT

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Link to Order the Book
http://bit.ly/AmazonOrderNow

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“You Are The Key” Book feedback & reviews

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Link to Order the Book
http://bit.ly/AmazonOrderNow

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Master Class
Thanks!
Connect with me at @a1purva

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Thank You!
@a1purva