Huthwaite's Future Forum series brought together a panel of experts within the social selling space in Singapore and Hong Kong to provide insights into the evolution of social selling, its role in sales and marketing performance, and to discuss strategies for leveraging this powerful channel. The expert panel featured Huthwaite President & CEO John Golden, Social Media Strategist Andrew Chow, Accenture Interactive's Managing Partner Marco Ryan, Samsung's Regional Social Business Lead Christel Quek and Aegis Media China's Director of M&A and Integration, Louise Au.

1. Future
Forum
Singapore| Hong Kong | Melbourne | Sydney

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Welcome
• Research
• Panel discussion
• Wrap up
Twitter hashtag for the Forum: #HWFF

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Q2
2012
35%
Q4
2012
41%
Buyers now engage sellers later
in the sales process.
Source: Huthwaite Sales Pulse Survey
Buyers use social media part of
the buying process.
Q2
2012
24%
Q4
2012
34%
Sellers believe a higher level of
business acumen is needed to
provide business insight.
Q2
2012
79%
Q4
2012
85%
Shifts in just six months:

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225,000,000 – # of LinkedIn members Source: LinkedIn
181,000 – # of Twitter users with “social media” in their bio. Source: AdAge
22% – % of China’s Internet users active on Weibo Source: Synthesio
200,000,000 – # of monthly active Twitter users Source: Twitter
33 – % of US Internet users who ended a connection Source: eMarketing
with a brand on social media
Social upheaval

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The situation
2012 Sales Management Association (SMA) survey of
sales managers and sales leaders:
• 96% use LinkedIn at least once a week.
• 80% believe sales force would be more productive.
• >50% expect to increase their engagement with
LinkedIn, Facebook and Twitter.
• 66% of companies do not have a social media strategy
for the sales organisation.

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56%
53%
52%
50%
45% 45%
41%
39%
36%
29%
28%
27%
23%
19%
18%
13%
12%
7% 7%
5% 5% 4% 4% 2% n/a
Active social media penetration
Global Average
Source: wearesocial.com.sg
23%

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The problem
Source: Alimeter Group
Formalised customer-facing social media efforts by group
Marketing
Sales
82%
75%
39%
30%
24%
16%
15%
11%
11%
Marketing
Corp Comms / PR
Web / Digital
Support
HR / Recruitment
Product
Executives
Field (Physical locations)
Sales

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The bigger problem
2012 SMA Survey
(sales managers / sales leaders)
• Sales force lacks an
understanding of social media.
• Few have had sufficient social
media training.
Source: Sales Management Association
Social media education in sales
“I have received sufficient training from
my organization on using social media.”
18%
15%
10%
10%5%
5%
35%
Strongly
disagree
Strongly
agree
Neutral

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Brand
positioning
Brand
awareness
Brand defence
Customer
service
Staff
recruitment
Lead generation
Cross sell and
upsell
Lead nurture
The implication – social media satisfaction
Main areas of dissatisfaction:
Source: B2B Marketing Outlook Report 2013
-60% -40% -20% 0% 20% 40% 60% 80%
Dissatisfied
Highly Satisfied
Somewhat Satisfied

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Why does it matter?
Social selling remains an
ambition, not reality at most
B2B organisations today
• however, the evidence is
clear that change is
underway.
Source: Aberdeen Group
Performance benefits of
social selling
64%
55%
54%
46%
49%
48%
42%
38%
Total team attainment of sales quota
Customer renewal rate
Sales forecast accuracy
Per cent of sales reps achieving quota
Users of Social Selling All others

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Please
welcome
our Panellists
Singapore| Hong Kong | Melbourne | Sydney

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The Panel
John Golden
Huthwaite
President & CEO
Marco Ryan
Accenture Interactive
Partner / Managing Director
Christel Quek
Samsung Asia
Regional Social Business Lead
Andrew Chow
Social Media Strategist
Twitter hashtag for
the Forum: #HWFF

13. Proudly brought
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Huthwaite’s latest research
• 30% post for business purposes weekly.
Why
• 72% to research and make connections with
prospective buyers and clients.
• 71% to improve personal brand.
• 55% to generate value for customers.
However
• 37% don’t know how best to maximise the use of it.
• 32% struggle to create the right message.

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Emerging trends
• Social media is used almost daily by the majority of
salespeople, but not necessarily effectively.
• Salespeople struggle most often with:
– creating the right messaging in a given situation;
– maximising the use of social media.
• Techniques are evolving rapidly, everyone is
still learning.
• Discipline is required.

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Huthwaite’s philosophy on social selling
• Create daily routine that fits into existing sales process.
• Inspire and educate (give your knowledge away) as you
engage with prospects and customers.
• Develop your personal brand and become a
micro-marketer.
• Find the platform and technique that works best for you.
• Search / Listen / Share.

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Thank you
Singapore| Hong Kong | Melbourne | Sydney