This document discusses adapting sales and marketing strategies to a new social business world where customers are in control. It emphasizes engaging audiences through social media, content marketing, and networking to build trust and influence customers. The document provides examples of how two companies, ISS and Breakthrough Funding, integrated social media and traditional marketing strategies to achieve business goals like new sales, publicity, and funding success. It also discusses tools for measuring the impact of social media marketing efforts on different business objectives.

1. Welcome to
the
new world
of
Social
Business

2. • Managing Director of Zoodikers
Consulting. MBA
• Trainer and consultant
• Founder of AIinFM
• 27 years at top level in marketing, PR &
social
• TEDx speaker x 2
• Chairperson of PRCA’s South East/E.
Anglia Group
• Regularly called on to commentate on
social media for BBC TV andradio
• Spoken and moderated at high-profile
industry events e.g. Facilities Show, IP Expo,
UCExpo and Cyber Security Expo
Intro: @katieeking

3. …where the
traditional
salesman
is
dead

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Adapting to a changing
world
…where sales and marketing is intertwined

6. Adapting to a world where the
customer is in control
• 75% of purchases now start with an online search by the buyer
• Prospects can compare your product or service to everything like it
and buy from the competition without you even knowing they exist

7. Old ways of Business New ways of Business
Flyers, Billboards, Advertising
and Direct Mail
Online Searching & Personal
Recommendations
One Way Marketing Two Way Marketing
Cold Calling Personal Introductions
Information Gathering Research, Create, Target &
Distribute Relevant Content
Manual Automated
Seller Controls Sale Buyer Controls Sale
Traditional vs. social selling

8. Not having clear goals
Not knowing who are the people in the best position
to help you reach those goals
Not measuring activity or knowing how to?
3 biggest problems

10. Position
Publish
Participate
Presence
Profile
Trustability ROI = Respected Leader, role
model
Credibility ROI =
Marketing/Awareness,
Personal Brand/Social
capital
Likeability ROI = Reputation Informed/Context
Connectability ROI = Strong
Network
Visibility ROI = Be Found
+ Look Good Online
MOTIVE
THOUGHT
LEADERS
EVERYONE
IN THE
COMPANY
Social strategy: looking good online

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1. Plan & segment your audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and differentiate
5. Nurture relationships
6. Encourage them to buy
Strategic approach to sales

12. Your audiences Business
objectives
Marketing
objectives
Perceptions to
create in 3, 6, 9
months
Messages to
convey
INFLUENCE THEM
PR & social media
tools
New business
(greenfield sites)
Twitter/LinkedIn
Online PR
Blog
Networking
Existing clients LinkedIn Groups
Case studies
Social media
Awards
Attracting staff &
business partners
Webinars
Newsletters
Social media
Alignment & segmentation

13. MARKET
SEGMENTATION
DEMOGRAPHICS GEOGRAPHICS
INDUSTRY
AGE GENDER INCOME
MARITAL
STATUS
ETHNIC
BACKGROUND
LOCAL REGIONAL
NATIONAL INTERNATIONAL
RETAIL HEALTHCARE
MARKETING

14. SOCIAL MEDIA (OWNED)
EVENTS/NETWORKING (PAID)
PR (EARNED)
1
5
25
500
50,000+
Sphere of influence

16. Relevance to your target audience

17. Integration: warming up the sales pipeline
Secure coverage in
target magazine
Create blog to
support coverage
Use LinkedIn Sales
Navigator to gauge
interests of
prospects
Attend networking
events/speaker
slots to get in front
of prospects,
discussing topics
you know they are
interested in
Follow up via an e-
shot directing
prospects to media
& website content

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Two examples:
1. ISS
UK/Ireland (FM)

19. Integrated digital and traditional
marketing
18 month Social Selling programme
Education of the executive board
C-suite buy-in
Content marketing
Know, like and trust
Third party credibility
Selling with influence

21. Awards/PR/social media

22. ISS

24. IPO
success,
third time
lucky

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Two examples:
2. Breakthrough
Funding

27. Making R&D tax credits sexy

28. From EventBrite…
Plan

29. To CloudExpo
Plan

30. To Twitter…
Plan

31. Sales…and award winning
Plan

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Tools and measurement

33. 33
Marketing Social media sentiment, web traffic, content downloads and lead
conversion
Sales New contacts, increased networks, quality of engagement, incoming
enquiries, new sales
Customer
service
Customer satisfaction, number of successful issues resolved, speed
of resolution, cost reduction
HR Results from internal collaborations, awareness and compliance
levels of company procedures, employee satisfaction levels, staff
turnover, quality of applicants, recruitment costs
Product
development
Crowdsource participation, product success rates
Measures of success/ROI

35. Dashboards

36. Brief look at Boolean search

37. Google Analytics

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39. Twitter
Analytics

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AI & AR
have
already
arrived…

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Thank You!
Next steps…
www.zoodikers.com