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Brett Wallace - How Top Sales Teams Leverage LinkedIn for Social Media Engagement
The document discusses how top sales teams utilize LinkedIn for social selling, emphasizing the importance of establishing a professional brand, finding the right people, and engaging with insights to build relationships. It also presents the LinkedIn Social Selling Index, which measures how effectively teams adopt social selling practices. Key statistics show that those who excel in social selling create significantly more opportunities and are more likely to meet sales quotas.
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Brett Wallace - How Top Sales Teams Leverage LinkedIn for Social Media Engagement
- 2. How Top SalesTeams Leverage LinkedIn for Social Selling Brett Wallace, Director of Sales LinkedIn Sales Solutions March 13, 2014 ©2014 LinkedIn Corporation. All Rights Reserved. @brett_wallace #SalesSummit
- 3. Earliest Adopter Craig Elias MostPopular Jill (Brewbaker) Rowley LinkedIn Icebreaker Most Connected Peter Bambridge Most Endorsed Pat Licata
- 5.
- 6. As a result,the way the world has changed
- 7. We rely onour networks more than ever
- 8. to make better, moreinformed decisions
- 10. Marketing in a worldfull of noise
- 11.
- 12. These challenges arebecoming harderover time
- 13. With more than260M members
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- 15.
- 16.
- 17. and making billionsof connections
- 18. All of thisactivity
- 19. is connecting professionalsto help them be more productive and successful
- 20. It is alsocreating the world’s first economic graph
- 21. This data canbe used to the way we SELL
- 22. Social sellers establisha professional brand, find the right people, engage them with insights, and build relationships. What is social selling?
- 23. 23 Source: CEB Social Media:#1 Factor for Driving High Rep Performance 12.81%
- 24. 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?
- 25. There are fourkey components to successful social selling 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
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- 28. Create a ProfessionalBrand: Top Tips Add rich content Slideshare deck, presentation video, etc. Showcase your skills Add skills and generate endorsements 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
- 29. Find the rightPEOPLE
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- 31. Find the RightPeople: Top Tips Expand your viewing View details of potential prospects in your 1st, 2nd, and 3rd degree networks, alumni networks, etc. Visit company pages See how you’re connected to that company Proactively search Use advanced search to pinpoint people more efficiently Check who viewed you Your activity drives views of your profile. Engage with relevant people who look at you.
- 32. Build trust withour target audience at scale
- 33. Engage with Insights:Top Tips Engage Share, like, and comment on content posted from your network Stay in the know Join groups and follow your accounts and their competitors to keep up to date Share content Share relevant content that can help you become a “mini-marketer” Get to know your prospects Read profiles in depth to understand what prospects are all about
- 34. Think of yourselfas a mini-marketer
- 37. Build Strong Relationships:Top Tips Focus on decision makers Focus on connecting to senior level people at your prospects and customers Connect internally Your colleagues will be able to provide you warm introductions Connect with contacts Connect with former colleagues and offer introductions Find warm introductions Leverage your network to go in warm. Don’t cold call.
- 38. Introducing the LinkedInSocial Selling Index How well does your team embrace social selling? 1000 LeadersLaggards
- 39. Create a professionalbrand 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 ABC co LinkedIn’s Social Selling Index measures adoption of social selling practices on a 0-100 scale
- 40. Who is socialselling? Top SSI Scores
- 41. 41 Get your LinkedInSocial Selling Index: http://sales.linkedin.com/social-selling-index/
- 42.
Editor's Notes
- #10 11. How do we hire in a world where talent means everything? 12. How do we market to our audience when the noise is higher than level, the market is fragmented? 13. How do we identify the right people to sell to and how to reach them?
- #11 very best candidates are typically happy in their current roles, organizations need tools to go beyond active candidates (only 10 to 20% of professionals) and to build their reputation and relationships with all the best talent.The transformation in how people communicate and consume information, fueled by the mass adoption of social platforms, means that marketing must evolve.Brands are expected to participate in new ways with their customers and prospects, particularly by sharing content with them via social media. But people have an increasing number of places to consume content, so it’s challenging for brands to engage in this complex landscape. Sales needs to build pipeline and find the right people and best ways into new accounts.
- #13 very best candidates are typically happy in their current roles, organizations need tools to go beyond active candidates (only 10 to 20% of professionals) and to build their reputation and relationships with all the best talent.The transformation in how people communicate and consume information, fueled by the mass adoption of social platforms, means that marketing must evolve.Brands are expected to participate in new ways with their customers and prospects, particularly by sharing content with them via social media. But people have an increasing number of places to consume content, so it’s challenging for brands to engage in this complex landscape. Sales needs to build pipeline and find the right people and best ways into new accounts.
- #41 Internet, software, online media: 26-28Wholesale: 14, Banking: 15