Gavin Heaton

Social Selling
From Open Networks to Closed Communities

November 2011

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© 2011 SAP AG. All rights reserved. 2

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1. Eye on the future
2. Finger on the pulse
3. Seat at the table

“The game had changed ...” @TimLonghurst

Social Media Adoption
The growth of social networks has
been accelerating.
Daily users (August 2011):
 Facebook – 310 million
 StumbleUpon – 27.5 million
 Twitter – 22 million
 Flickr – 10 million
 LinkedIn – 8 million

Twitter messages (per day):
 September 2010 – 90 million
 January 2011 – 100 million
 October 2011 – 250 million

http://www.searchenginejournal.com/the-
growth-of-social-media-an-infographic/32788/

http://techcrunch.com/2011/10/17/twitter-is-at-250-
million-tweets-per-day/


Knowledge Doubles

Kurzweil shows that
knowledge doubles every
year and has been doing
every year since the 60s.

How do we deal with this
avalanche of information?


Eric Schmidt, Google

“ Between the dawn of
civilization through 2003,
five exabytes of data was
created ... Now that much is

”
created every TWO days.


Tech Innovation

There’s more power in
your hand than what was
used to put man on the
moon


Can You Be Interrupted?

http://news.cnet.com/8301-27083_3-10469162-
247.html?part=rss&subj=news&tag=2547-1_3-0-20


Social media is not just about sales or marketing
(though it is a good place to start)
Every organizational unit is being
impacted by social

SALES
Sales or marketing is an obvious first
Social Selling
step for most enterprises. Aberdeen
COMMS HR
Group recently reported (June 2011)
Social Public Social that 53% of retailers are pressured by
Relations Recruiting
increased consumer use of social
media.
Your
Business
But it’s not just about “listening” or
CHANNEL
COO monitoring, it’s about shadowing the
Social
Social
Customer
constant shifts in customer affinity.
Ecosystem
Service  Gain customer intelligence
MARKETING  Identify new sales targets
Social
Marketing
 Develop closer relationships
 Shorten buying cycles
 Grow your prospect base


Why Think About “Social”? The “Game Changer”

People are less reliant
on advertising

They are researching
options before they
commit

Decision makers are
turning to their trusted
networks for advice at
all phases of the sales
cycle
And so should we!

Demo or
Identify Initial Meeting/ Assess Determine Submit
Proof of Purchase
buyer Contact Call Needs Budgets Proposal
Concept

Outbound Sales


Search, find, Initiate Share
Request Proposal
research Contact Project Info

Website
Download Share Engage in
and
and View Specs Demo
Resources


We needed to reframe the
sales process


Use available tools (slingshot) to
aim the birds (each with special
abilities) at structures


The objective:

“eliminate the pigs”


Developed by Rovio Mobile

“puzzle video game”


“addictive game play” win

win
win

win


Three Primary Elements

Targets Players Strategies

a
h s


“Targets”

Sponsor Influencers
Distractions

Stakeholders

Don’t forget to
smell these


“Players” Quota

Closed

Account Executive
Sales VP


“Strategies”

Where do you aim?
What is your angle?
Direct/indirect?
Focus and effort?

a
h s


Social Selling and Social Customer Relationships

How do we respond to
these complexities?

Using the scale and
reach of social
networks to
accelerate and extend
the sales process.


“
The customer is in control of the
conversation. SCRM is the
company’s response to the
customer’s control of the
conversation. There is no joint
ownership of the conversation.
But there is no control by one or
the other of the relationship
between them. Though the

”
“power balance” can lean
toward one or the other. Right
http://bit.ly/rAzQGx
now it leans to the customer.


Three Cs of Community Engagement

Content Cadence Conversation
• Source • Timing + Pace • Monitor + Respond
• Transform • Orchestration • Identify + Leverage
• Coach • Message Discipline Influencers
• Tag + Spotlight • Ride the Waves • Collaboration
• Consumption • Drive + Leverage
Campaigns


Players
Targets
Strategies


Players Eye on the future
Targets Finger on the pulse
Strategies Seat at the table


VP

Knowing your targets
CIO
Fish where the fish are
Connecting the dots


Connecting Your Network

1. How many connections do you have?
2. How many customers are you connect to?
3. How many colleagues are in your network?


http://www.breakingcopy.com/social-media-flowchart-status


Easy to Start, Small Steps

Small time commitment and modest
objectives:
1. Grow connections by 25%
2. Publish 12 status updates
3. 10 step, assisted program


10 Step Program

1. Training 6. Make It Part of Your Day

2. Profile Makeover 7. Amplify Campaigns and Themes

3. Connect to People You Know: 8. Direct Contact:
 Outlook plugin  Look to stakeholders and
 Connect to colleagues influencers
 Follow companies  Ask for introductions

4. Connect to People You Need 9. Follow Guidelines
 Advanced search  Corporate guidelines
 Reachable
10. Supercharge Your Summary
5. Participate in your network
 Status updates, thought
leadership
 Groups


Measurable

Quick wins

Demonstrate value


One Connection Opens a Network of Opportunity

CEO CEO
CEO

CEO CEO

CEO
CFO

CEO

CEO CEO
CEO

CEO
CEO CIO


Network Becomes Your News

1. Keep up-to-date with
your contacts through
Profile feed
2. Use LinkedIn Today to
see what is relevant and
important in your network
3. Participate and engage
with your network in the
one place


Supercharging Your Summary

Employ the principles of inbound
marketing on your Summary

STOP: Using the “Summary” space to
summarize your experience.

START: Using it to put forward your value
proposition to any contact.

Explicitly:
 Welcome people to your profile
Describe recent scenarios or use cases
where you have delivered results to your
customers
Explain why someone should contact you


The Open Network is Also a Gateway

Lessons Learned Outcomes

 Different birds are different  Even the most
 Those from the Twitter program picked up uncommitted participant
LinkedIn more aggressively grew their network by
20%
 Most people overestimate their expertise
 Many participants grew
 Momentum is only achieved through their networks by over
participation (ie you have to engage with the 40%
concept before you see success)
 It takes longer than you
can imagine


“You Always Need Another Level”


SAP Community Network

http://www.slideshare.net/markyolton/blogwell-20june2011-mark-yolton-
sap

http://www.flickr.com/photos/42228837@N06/4220872666/


PCN Connect

An innovative, closed community
platform connecting information,
knowledge and people from SAP
and the network of premier
customers.
Not all information – just the
most relevant (self service)
Support the customer decision
making process
Connect customers with each
other


Combining Open + Closed Networks

Customer
Network 1. Eye on the future
2. Finger on the
pulse
3. Seat at the table
Open Closed
Network Network


Thank You!

Contact information:

Gavin Heaton
E: gavin.heaton@sap.com
M: +61 404 004 516
http://www.linkedin.com/in/servantofchaos
@servantofchaos

Gavin Heaton

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