This document discusses how social media can be leveraged by sales teams. It provides background on B2B buyer behavior and social media usage. Key aspects of social selling are defined, including listening, connecting, engaging and advising. Strategies for using major social media platforms like LinkedIn, Twitter and Facebook are outlined. The roles of sales managers, marketing and tools/vendors in enabling social selling are described. Considerations around training, incentives, content and legal/compliance issues are also addressed.
Intersect Social Meda, SEO & Content Marketing and you have this presentation on how to build a Social Media SEO Strategy. Given by @TopRank Marketing CEO Lee Odden.
Social mediaâs impact is expansive and has just recently begun to influence the world of search. The importance of a social media presence is crucial in increasing and developing your present marketing strategies.
In my PowerPoint I will be addressing how to:
â˘Create clear goals and objectives for your social media approach
â˘Determine what social media platforms will be effective for your target audience
â˘Develop social media policies and procedures for staff
â˘Manage your social media strategy efficiently
â˘Respond to negativity effectively
â˘Measure and track the success of your strategy
Social Media Marketing Intro for Symantec PartnersSymantec
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Social channels are seeing their user base grow every minute. With over 500 million daily active users on Facebook, 250 million monthly active users on twitter and 300 million users on LinkedIn businesses can longer ignore social.
Join Charlie Treadwell, Director Social Marketing at Symantec and learn:
- How to get started on Twitter, Facebook, LinkedIn and SlideShare
- Best practices on how to create content that engages with your customers
- Metrics to track your efforts on social
Intersect Social Meda, SEO & Content Marketing and you have this presentation on how to build a Social Media SEO Strategy. Given by @TopRank Marketing CEO Lee Odden.
Social mediaâs impact is expansive and has just recently begun to influence the world of search. The importance of a social media presence is crucial in increasing and developing your present marketing strategies.
In my PowerPoint I will be addressing how to:
â˘Create clear goals and objectives for your social media approach
â˘Determine what social media platforms will be effective for your target audience
â˘Develop social media policies and procedures for staff
â˘Manage your social media strategy efficiently
â˘Respond to negativity effectively
â˘Measure and track the success of your strategy
Social Media Marketing Intro for Symantec PartnersSymantec
Â
Social channels are seeing their user base grow every minute. With over 500 million daily active users on Facebook, 250 million monthly active users on twitter and 300 million users on LinkedIn businesses can longer ignore social.
Join Charlie Treadwell, Director Social Marketing at Symantec and learn:
- How to get started on Twitter, Facebook, LinkedIn and SlideShare
- Best practices on how to create content that engages with your customers
- Metrics to track your efforts on social
Great discussion of the following: Overview of Social Media B2B, some compelling stats, case studies, how-tos for content strategy, Facebook, twitter, YouTube, LinkedIn and blogs!
This presentation helps us to know what value propotion is , how it can be used by different professionals , examples of how it is used by big organizations and the cost structure.
Showcasing your experts to drive brand value and generate leads. In other words, boost brand awareness, brand authority, and learn about the importants of expert content marketing.
Stand Out SOcial Marketing - 4 Steps for a Social Marketing AuditMike Lewis
Â
This white paper is for marketing teams looking to assess the effectiveness of their social marketing programs. It aims to answer key social marketing strategy
questions: How is my brand doing with social marketing? Can we do better?
Companies of all sizes are increasingly scrutinizing social marketing in an effort to improve the return on their social marketing investment. Conducting objective social marketing assessments empowers brands to stay focused, nimble and relevant. Such audits also help savvy marketing teams identify areas of untapped opportunity
for traction and growth.
If you have been working in social media for some time, you are already familiar with a Social Business Command Center (sometimes referred to as a Social Media Listening Center). Both Dell and Gatorade were early adopters of command centers and many companies are now starting to follow suit.
Tech-Success trains you to be a master of todayâs Digital World.
Tech Success coaches both individuals and business to take advantage of the technology within their reach and budget in order to utilize it in the most productive fashion.
Ariel oversees all design, coaching, training, marketing and recruiting of Tech-Success. Ariel has over 20 year experience in marketing, education and coaching which he has begun to implement in Tech-Success leading to 400% ROI.
Social media basics includes: What is it? Why use it? Whatâs in it for you? Old Media vs. New Media, Push vs. Pull, Social Media at Work, Advantages vs. Disadvantages, Culture, Social Media Strategy, Creating a social media plan, Blogs, Twitter, Facebook, LinkedIn, Google+, Pinterest, PHOTO/VIDEO, Instagram, You Tube, CHOOSING PLATFORMS, SOCIAL MEDIA POLICY, LEGAL IMPLICATIONS, Creative Commons, PUBLISHING CALENDAR, TIME MANAGEMENT, Hootsuite
Social Selling University is not like social media courses which are typically designed for marketing departments. Social selling is a series of content that is being developed around how social media can be used to identify new opportunities and engage customers/prospects in social networks they spend the most time in. LinkedIn, Twitter, blogs and other social networks are filled with people asking for advice on products and looking to engage with friends, peers and experts to make intelligent buying decisions. This is where the opportunities are being created and sales people need to be part of those conversations.
Live Webinar: Grow Your Business Using LinkedIn For FreeLinkedIn
Â
Imagine if you could expose your brand and your content to millions of business professionalsâfor free.
LinkedIn members currently number more than 380 million, representing the largest group of influential, affluent, and educated people on the planet. Find out how you can get your message in front of this coveted audience without spending a dime.
Join us for a live webcast as marketers from LinkedIn, Spredfast, Level 3 Communications, and Highmark Health share actionable insights and best practices for:
- Developing a thoughtful content strategy that reflects your brand values
- Creating and optimizing your LinkedIn Company Page for maximum exposure
- Expanding your business presence on the worldâs only professional feed
Youâll learn how to attract followers, post updates, and drive engagementâall without raiding your marketing coffers.
When I was a consultant for Plug Media Group, I spoke to a real estate investment group and gave this presentation that Jeff Dietrich and I developed.
While it\'s somewhat dated, many of the concepts still stand up, such as having a conversation using social media.
Great discussion of the following: Overview of Social Media B2B, some compelling stats, case studies, how-tos for content strategy, Facebook, twitter, YouTube, LinkedIn and blogs!
This presentation helps us to know what value propotion is , how it can be used by different professionals , examples of how it is used by big organizations and the cost structure.
Showcasing your experts to drive brand value and generate leads. In other words, boost brand awareness, brand authority, and learn about the importants of expert content marketing.
Stand Out SOcial Marketing - 4 Steps for a Social Marketing AuditMike Lewis
Â
This white paper is for marketing teams looking to assess the effectiveness of their social marketing programs. It aims to answer key social marketing strategy
questions: How is my brand doing with social marketing? Can we do better?
Companies of all sizes are increasingly scrutinizing social marketing in an effort to improve the return on their social marketing investment. Conducting objective social marketing assessments empowers brands to stay focused, nimble and relevant. Such audits also help savvy marketing teams identify areas of untapped opportunity
for traction and growth.
If you have been working in social media for some time, you are already familiar with a Social Business Command Center (sometimes referred to as a Social Media Listening Center). Both Dell and Gatorade were early adopters of command centers and many companies are now starting to follow suit.
Tech-Success trains you to be a master of todayâs Digital World.
Tech Success coaches both individuals and business to take advantage of the technology within their reach and budget in order to utilize it in the most productive fashion.
Ariel oversees all design, coaching, training, marketing and recruiting of Tech-Success. Ariel has over 20 year experience in marketing, education and coaching which he has begun to implement in Tech-Success leading to 400% ROI.
Social media basics includes: What is it? Why use it? Whatâs in it for you? Old Media vs. New Media, Push vs. Pull, Social Media at Work, Advantages vs. Disadvantages, Culture, Social Media Strategy, Creating a social media plan, Blogs, Twitter, Facebook, LinkedIn, Google+, Pinterest, PHOTO/VIDEO, Instagram, You Tube, CHOOSING PLATFORMS, SOCIAL MEDIA POLICY, LEGAL IMPLICATIONS, Creative Commons, PUBLISHING CALENDAR, TIME MANAGEMENT, Hootsuite
Social Selling University is not like social media courses which are typically designed for marketing departments. Social selling is a series of content that is being developed around how social media can be used to identify new opportunities and engage customers/prospects in social networks they spend the most time in. LinkedIn, Twitter, blogs and other social networks are filled with people asking for advice on products and looking to engage with friends, peers and experts to make intelligent buying decisions. This is where the opportunities are being created and sales people need to be part of those conversations.
Live Webinar: Grow Your Business Using LinkedIn For FreeLinkedIn
Â
Imagine if you could expose your brand and your content to millions of business professionalsâfor free.
LinkedIn members currently number more than 380 million, representing the largest group of influential, affluent, and educated people on the planet. Find out how you can get your message in front of this coveted audience without spending a dime.
Join us for a live webcast as marketers from LinkedIn, Spredfast, Level 3 Communications, and Highmark Health share actionable insights and best practices for:
- Developing a thoughtful content strategy that reflects your brand values
- Creating and optimizing your LinkedIn Company Page for maximum exposure
- Expanding your business presence on the worldâs only professional feed
Youâll learn how to attract followers, post updates, and drive engagementâall without raiding your marketing coffers.
When I was a consultant for Plug Media Group, I spoke to a real estate investment group and gave this presentation that Jeff Dietrich and I developed.
While it\'s somewhat dated, many of the concepts still stand up, such as having a conversation using social media.
How to drive the digital transformation of sales and build a social selling m...Koka Sexton đź
Â
Definition of social selling: Leveraging your professional brand to fill your pipeline with the right people, insights and relationships.
Winning social selling methodology: identify and connect and engage with buyers on social networks.
The digital transformation of sales.
Title: Brand Matters
In this 60 minute intro session, you will learn a general overview of how to create, launch and maintain your brand and why your brand awareness affects how much capital you will get.
- Why your brand matters and how it impacts your success
- Creating & defining your brand
- Launching your brand publicly
- How to build your brand on social networks such as Twitter, Facebook, & Linkedin
In following sessions we will dive deeper into each social network and discuss how to make the most of each social platform.
The New World Of Digital, Content And Social Media Marketing And The Relevanc...Midas Touch Consultants
Â
This is an introductory session outlining the reasons manufacturing or B2B services organizations should consider for diving into the digital, content or social world. It identifies some of the popular channels and various content options to consider. There is then, an exploration of how B2B Sales has changed with the influence of social media.
Humanizing Your Brand with Internal Influencers - Employee Advocacy 2.0 (AMA...Social Jack
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From big brands to small businesses the hottest trend of Influencer Marketing it to look inside your own business. Dean DeLisle, Digital Transformation Enthusiast will take you through the 7 steps they use to convert brand advocates to true Social Thought Leaders, without breaking the bank. You will learn how to build trust on the outside while creating a fun, team-based culture on the inside. No matter where your organization is in your digital journey, you will walk away with some easy cool next steps. Dean will also cover a few case studies and results from current projects. This session will be fast and furious and oh, all attendees will get access to a fast track course for when you are ready to roll out your program.
Presented by Dean DeLisle (Founder/CEO of Forward Progress, LLC & The Creator of Social Jack) at the AMA's BrandSmart 2020 Virtual Event.
About Dean DeLisle
Dean DeLisle, Founder and CEO of Forward Progress, and the creator of Social Jack, the number one Influencer Development Platform in the world, has developed training programs and services to help organizations and professionals become an influence in a very digital world. He and his team have delivered over 2,000 webcasts and live events elevating and showcasing influencers over the last 15 years.
About BrandSmart
BrandSmart is the longest-running brand marketing conference in the country. Now in its 18th year, BrandSmart brings together noteworthy industry speakers, marketing decision-makers, and future-forward brand associates looking to share proven tools, strategies, and stories.
When people visit your companyâs social media sites do they get a singular look and feel every time or do they find your social media branding confusing? Sites like Twitter have been going strong for 9 years, Facebook for 11 years and LinkedIn for 12! The verdict is, they arenât going away soon and if you are on them, you need a unified look, feel and voice across your social platforms. Expert Holly Solomon will help you understand the current trends in social media today and discuss branding you and your company through social media. We will discuss the importance of consistency in your branding efforts and share tips and tricks in being successful in the most commonly used social platforms used today.
During this session you will learn some great tips on branding and using social media tools to allow your social launch to be successful:
-Understand why consistency in your brand/image is essential
-Tips in using Facebook and LinkedIn
-Examples of engaging content to use in your social posts
-How to monitor your network for valuable information
If you are a brand without
Snapchat, Instagram, Pinterest, Tumblr & Weekly video content on Youtube.
Sorry! You are behind the times, itâs not 2013, itâs 2016 soon
Todayâs business leaders are struggling to understand how to harness the power of digital marketing tools such as social media to improve their business results.
In this Content Marketing Workshop, we cover:
- Whether social media is a useful business tool or a waste of time
- Why most companies canât harness the power of social media
- A case study of how one engineering firm used LinkedIn to send lead generation results through the roof
LinkedIn and Social Media for B2B - Why now is the time.SkaledConsultuing
Â
Learn about why Skaled sales & marketing consulting firm believes now is the time to get serious about your social media presence as a B2B company. Follow along as we dive into some tips, tricks, and trades for optimal social media success in 2018.
How Data & Channel Optimization can Make or Break Your Customer ExperienceDarin Reffitt
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Slides from #INBOUND19 looking at use of customer data - what to do, what NOT to do, and how to leverage different channels at different parts of the customer journey.
The Art of Networking: Tips, Tools, and Interactive Training - IASA 2016Darin Reffitt
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Interactive Career Skills Development training session on Networking that kicked off the 2016 IASA Educational Conference and Business Show in San Antonio, TX
5 Basic Social Media Moves to Improve Your Career IASA 2016 PresentationDarin Reffitt
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Social Media Presentation delivered with Jennifer Overhulse of St. Nick Media during the 2016 IASA Educational Conference & Business Show in San Antonio TX. June 14, 2016
Social Media 2.0: Take it to the next levelDarin Reffitt
Â
Presentation from #IASA2015; Take branding yourself on social media to the next level, offering ideas, examples, and case studies of ways to leverage social media to enhance your career at your current company. From social advocacy and demonstrating your expertise on social media trends to piloting social strategies and participating in social policy development, this session will offer a number of ideas on how to use the power of social media to benefit your company and yourself. Topics covered will include personal branding, corporate and personal blogging, policy development and execution, networking strategies, and tools & resources to enhance your own social knowledge and stay abreast of emerging trends and tactics.
Social Media and Personal Branding - presented at IASA NY/NJ/MidAtlantic Regi...Darin Reffitt
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50 minute presentation to IASA Regional Meeting on Personal Branding and Social Media.
Original slide brand removed & replaced with standard PPT option at owners request.
IASA2014 Session Slides - Building Your Brand Via Social MediaDarin Reffitt
Â
Session slides from the IASA Educational Conference and Business Show. Co-Presented with Jennifer Overhulse of St. Nick Media, this session focused on why you need to be on Social Media to enhance your career, how to build a professional image socially, tips and tricks for protecting yourself, and practical first steps.
IASA2014 Session Slides - Building Your Brand Via Social Media
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Social Media and Your Salesforce: Slides from 2014 IASA BootCamp+
1. SOCIAL MEDIA AND YOUR SALESFORCE
Darin M. Reffitt, Chair of IASAâs Social Media Subcommittee
@dmreffitt on Twitter
2. Background
Per a LinkedIn study released February 13, 20147
of Small and
Medium sized
businesses
(SMBs) are using
social media
of SMBs using
social media are
doing so for
marketing
purposes
of âhyper
growthâ
companies say
social media
helped increase
brand awareness
of âhyper
growthâ
companies said
social media
helped generate
new leads
3. Background
More things to consider:
of CEOs do not
return cold
emails or cold
calls, per
InsideView1
the number of
web or social
media sources
buyers turn to
before making a
purchase
decision26
of B2B buyers
started product
research on
social media or
other online
communities in
201226
of B2B decision
makers think
sales
representatives
are unprepared
for meetings, per
SiriusDecisions1
4. How Do B2B Decision Makers Use
Social Media?
Per 2013 Forrester Research, as quoted from KinetixMedia14:
visit communities or forums that are NOT associated with a single brand or
vendor at least once a month
visit Facebook at least once a month
visit LinkedIn at least once a month
Use support or discussion forums & communities associated with a specific
vendor or brand
visit Twitter at least once a month
Access Google+ at least once a month
5. The Combined Challenge
Buyers are 57%
through their buying
process before
engaging with
salespeople,
according to the
Corporate Executive
Board30
More difficult
to reach
decision makers
Easier for
buyers to do
their own
research on
solutions
Greater
adoption of
social media by
companies and
individuals
A shift in sales
approach is required
6. Social Selling
⢠Definition: the use of social media to increase revenue and sales team productivity25.
⢠What it is:
â Listening
â Connecting
â Engaging
â Advising
â Sharing
â Monitoring
⢠What it isnât:
â Pushing products
â Spamming
âBefore LinkedIn and other social
networks, in the sales world, ABC
stood for Always Be Closing. Now,
ABC means Always Be Connecting,
because your connections lead to your
next hire, your next job, your next
lead, and your next close.â
- Jill Rowley, Social Selling Evangelist
at Oracle30
7. Social Selling
of B2B buyers are informing themselves
about enterprise products and services
through 3rd-party sources before consulting
a vendorâs salesforce31
of those say that these 3rd party sources
are a factor in their purchase decisions31
âB2B buyers are shopping at work
like they do at home.â âAvanade31
8. On the Other HandâŚ
⢠Traditionally, companies have limited access to social media by anyone other than Marketing or
Communications
⢠Perceived (and sometimes valid) brand risks limit the ability of the salesforce to post or share
content if itâs seen as being on behalf of the company
⢠Proper training is a better solution than denying access
9. General Strategies
Listen
⢠Prospect companies voluntarily deliver significant amounts
of strategic information about their goals, challenges and
plans for growth via social media. Sales teams can use this
information to target their approach to the needs of each
prospect
⢠Individuals in targeted companies often share challenges or
seek ideas for solutions via social media. Proactive response
to those individuals can lead to sales growth and additional
referrals
10. General Strategies
Connect
⢠Social media has becomeâdigitallyâa combination of what
chamber of commerce mixers, class reunions, and
conferences used to be in person
⢠Networking via social channels can lead to sales
opportunities not only directly, but via referrals from clients,
former classmates, distant relatives, and digital influencers
⢠Include your social media links on business cards and email
signatures to make it easier to find you via various channels
⢠Crosslink your social media accounts to each other
11. General Strategies
Engage, Advise, & Share
⢠Social media enables members of the sales team to become digital influencers themselves
⢠Acting as an ongoing resource for advice and expertise keeps both the salesperson and the
company top of mind when a window opens for a sales opportunity
⢠Answering questions about the business in general keeps you top of mind as a resource
⢠Post relevant content from other sites that will interest targets
⢠Blog about industry or implementation best practices
⢠Link targets to solutions to other issues
12. General Strategies
Monitor
⢠Just as companies issue strategic clues on Twitter and other social sites, so too do competitors,
enabling you to monitor their strategies and prepare for future campaigns, initiatives, and/or
challenges
⢠Intelligence gathering on social media is more current and enables real-time response
⢠Set up Google alerts for key names and topics to listen proactively for news38:
â Your Name
â Company Name
â Competitor Names
â Client Names
â Key Unique Terms
âAccording to a study by conversocial, only 3% of
tweets directed at a company actually use their official
@username37
13. General Strategies
Develop a daily routine4
⢠Watch the Hootsuite video referenced in the online sources (#4)
⢠10/10/10 rule:
Spend:
each day connecting with buyers
each day gathering intelligence about prospects/competitors/etc.
each day becoming a trusted advisor
âDistinguish yourself as a provider of
consistently good advice.â âThe Social
Media Sales Revolution
14. LinkedIn
Forrester Facts:
B2B Decision Maker use of
LinkedIn: â88% have
connected with peers or
colleagues in the past
month, while 40% have
participated in groups that
are affiliated with a brand or
vendor. 81% of LinkedIn
users visit the site with a
business purpose at least
some of the time.â
⢠LinkedIn is âthe worldâs best business networking databaseâ35
⢠Your profile is your online resume
â Professional photo
â Complete background and experience
â All relevant skills and expertise
⢠Ask for professional recommendations from other clients
⢠Join relevant groups37
â You may join up to 50 groups
â Groups give you a place to answer questions and
demonstrate knowledge
â You can contact people in your groups even if they arenât
direct contacts
16. Twitter
⢠If new, start by following key companies and industry associations â Look at who is following
them
⢠Search and monitor key hashtags4 â follow the people posting about those topics
⢠Use your profile space strategically â Use hashtags and key info in a very limited space
⢠Use the same photo across all social sites for easy confirmation
⢠âStakeholdâ your handle on new sites to protect it38
⢠If selling into a geographic region, search geographically4 â use Twellow
Forrester Facts:
B2B Decision Maker use of
Twitter: â86% of users look
to Twitter primarily to read
others' tweets, with very few
actively sharing through this
channel. More than half
have posted a tweet
themselves or retweeted
something they've read
online. And 42% have used
Twitter to get product
support.â
Same profile picture
Describe your
value
Cross-linked sites
Unique header photo
17. Facebook
⢠Consider separate accounts for personal and business purposes35
⢠Join public & private groups related to your field
⢠Be cautious with privacies and photos
â Remember that your profile photo and your cover photos are public
⢠If connecting with business colleagues in a personal account, use the List
feature to organize and ensure youâre sharing appropriately.
Forrester Facts:
B2B Decision Maker use of
Facebook: while âOnly
2%âŚview their Facebook
presence as primarily for
businessâ many use
Facebook for business
sometimes. âOf those that
do, 71% use it to connect
with peopleâŚSlightly more
than half have liked a brand
or vendor (57%) or clicked
on an ad/posted on a page
owned by a brand or vendor
(51%).
18. Google+
⢠If only 49% are using it, why leverage it?
⢠72% of product research for a future business purchase begins on Google, according to Pardot's
2013 State of Demand Generation Report2
⢠Google+ ties directly to SEO for your website and for social media
⢠Enables a link into YouTube, for video blogging
⢠An alternative to using two Facebook accounts
â Facebook for Personal, Google+ for Business
⢠Allows organization by âcirclesâ
â Circles are like Facebook Lists
â If not already on Google+, you can start fresh with ideal groupings
â Control who sees various posts and who you see in your feed
19. Blogging
⢠Hubspot reports that 92% of companies that blog multiple times per day have acquired a
customer from their blog1
⢠âEncourage team members to think about new ways to focus on prospectsâ needs and business
challenges by answering common questions that prospects ask in their buyer journeyâ6
⢠The most successful B2B content marketers rated blogs as the most effective social media tactic,
per a 2014 Benchmarks study8
⢠Blog about industry trends, challenges
⢠Blogs can be written or video
⢠Platforms:
â WordPress
â Blogger
â YouTube
20. SlideShare
⢠Upload presentations on general educational topics to SlideShare as a PowerPoint or PDF
⢠Link them to your LinkedIn and publish them via Twitter/Facebook/Google+
⢠Ensure you include an author biography within your presentation and link it to your other social
media accounts39
⢠Be strategic with keywords to reach your target market
Searching âInsurance Accountingâ:
Searching âInsurance Systemsâ:
Searching âInsurance Technologyâ:
21. Other Sites to Consider
⢠Quora: a question and answer site that enables experts to share their
expertise, and which is tied to your Twitter/Facebook/G+ account
⢠Other trending sites may not seem applicable, but thereâs something to
be said for being first to market via a new channel
⢠Pinterest and Instagram may seem largely B2C, but according to a
recent FastCompany article2, thatâs not set in stone:
â ââŚwhether they're sharing photos "From the Factory Floor" or
showcasing "Badass Machines," General Electric does a great job
on Pinterest. When it comes to images, Maersk is leading the B2B
pack on Instagramâ
⢠Instagram and YouTube can serve as ideal content generators for other
sites
â Video and photos tend to gain traction over other types of content
A study by Simply Measured showed that
Instagram photos shared by brands to
Facebook resulted in 274 engagement actions,
and to Twitter resulted in 22 retweets per
photo37
22. Salesforce Social Roadmap
⢠Each companyâs roadmap will be different
⢠Things to consider:
â How socially engaged is your company?
â Who is allowed to post content at your company?
â What legal/regulatory challenges does your industry face?
â To whom are you selling? Where are they on social media?
23. Sample Social Roadmap
Who may access social media?
Howsociallyengagedisyourcompany?
Twitterisstillkinda
scary
WeâreonLinkedIn
andTwitter
JustLinkedInand
Twitter?Pshaw!
Only Marketing may
use social media
Everyone can see
social media; but
only a few
authorized people
may post
Our client facing
staff is an extension
of our brand on
social media
Silent
Observers
Active
Listeners
Skilled
Networkers
Client
Advocates
Responsive
Listeners
Brand
Promoters
Brand
Advocates
24. What Sales Managers Can Do
⢠Provide Training
â Read Chapter 9 of The Social Media Strategist (#32) for a great overview of training
approaches and areas
â Recommends three levels of training:
â Intro level for everyone (âUndergraduateâ) - Policy, platforms and ettiquette
â Intermediate level for those with social media exposure (âGraduateâ) â Brand & reputation,
case studies, crisis preparation
â Advanced level for those engaged directly in social media (âDoctorateâ) â In depth training &
real-life examples with outside speakers
25. What Sales Managers Can Do
⢠Advocate for social selling
⢠H&R Blockâs approach can serve as a model32:
â âH&R Blockâs approach reflects a solid understanding of the environment. It recognizes that
employees and associates are going to be active in the social Web and that trying to restrict
or control all of their conversations is futileânot to mention limiting their potential
effectiveness. To protect its brand and ensure consistency, H&R Block educates everyone at
the company on its online communication (social media) policyâto the extent of even
including that policy in vendor and partner agreements.â
26. What Sales Managers Can Do
⢠Lead by example
â Show them how to get engaged on the various sites and demonstrate appropriate usage
⢠Incorporate social engagement into goals
â What gets measured gets done
⢠Develop incentives to salespeople to engage on social media9
â Prizes
â Rankings
â The best at social sales get access to the best tools9 (ex. LinkedIn Premium memberships)
âWe incentivize salespeople every day to record
the number of appointments, outbound calls,
proposals sent, and other activities that we know
drive sales. Why not include their number of blog
comments? Or new Twitter followers? Or
recommendations on LinkedIn? Make it fun, and
make it competitive at the same time. Rank the
sales team in order of their âsocial strengths.ââ
â Jeff Hoffman16
27. What Marketing Can Do
⢠Help drive the cultural shift at your company to embracing social media and enabling use by the
salesforce
â Incorporate the salesforce into the overall social media plan goals2
â As you define your overall social media marketing goals and tactics, including the salesforce
as a channel for distribution and lead management will help you to succeed
â Ensure a comprehensive Social Media policy is created that enables the salesforce to engage
socially
⢠Provide tools to assist2
â Corporate accounts with services to help the salesforce manage and measure social media
success will standardize processes and ensure compliance with corporate requirements
â If you donât give them the tools to do the job they will find or make their own
âIf the culture in the organization doesnât
encourage communication, whether internally or
externally, then adding in social media
technologies is going to be difficult. And itâs often
management that has difficulty understanding
how to integrate, not the employees.â5
28. What Marketing Can Do
⢠Support the Sales Team
â Give them content to share - according to a recent IDG Connect B2B study, 89% of IT
buyers want educational content, and the study notes that, "IT buyers will soon look to
social media as the single most important content source to inform their buying decisions.â2
â Provide fully-developed Company pages and Official Twitter Accounts to lend the sales team
credibility
â Follow the sales team back on Twitter
29. Other Considerations
Account Ownership
⢠Decide up front who will own the accounts
â Company-owned accounts should follow standard naming conventions
â Personal accounts have more freedom to share content without appearing to be endorsing
⢠Legal precedent is being set*
â LinkedIn is generally viewed as personal
⢠Avoid ambiguity
â Set a policy and get forms signed for corporate-owned accounts
Legal/Compliance
⢠Make legal a partner instead of an adversary
⢠Use appropriate tools for legal and compliance purposes
*âWho Owns a Social Profile? You or Your Company?â
http://www.linkedin.com/today/post/article/20130807115218-5214630-who-
owns-a-social-profile-you-or-your-company
30. Tools
⢠Cardmuch: app that scans business cards and finds the LinkedIn account of the
individual
⢠Hootsuite: social media dashboard that enables organization of social media
accounts, keywords, posts, hashtags, etc.
â Within Hootsuite you can form followers into groups4
⢠Prospects
⢠Customers
⢠Competitors (private twitter list)
⢠Influencers
⢠Partners
⢠Twellow: Twitter directory
⢠Topsy.com: Twitter Search Engine
31. Tools
⢠RSS Readers37:
â Feedly
â NetVibes
â Newsblur
⢠Twitter Automation/Schedulers37:
â HootSuite
â Sprout Social
â MarketMeSuite
â TweetDeck (now owned by Twitter)
⢠Tools to Measure Social Influence37:
â Klout
â Kred
â PeerIndex
32. Vendors
⢠Enterprise Social Marketing and/or Compliance Platforms:
â GaggleAMP9
â Hearsay Social
â PeopleLinx
â Socialite
â Socialware
â Smarsh
⢠Training Programs:
â PeopleLinx â LinkedIn specific
â Sales Performance International
⢠Listening Platforms:
â Radian6
â Sysomos
33. Final Thoughts
⢠Start by listening and learning the rules of engagement
â Figure out what your audience is doing and what your opportunity is32
⢠Voice matters
â Building a personal brand requires a personal voice
â On social media, organizational voices are less trusted than the voices of real people32,
which carry more weight and seem more real
⢠The 4-1-1 Rule37
â Published in 2009 and popularized by content marketing guru Joe Pulizzi
â For every 6 posts:
should be original posts to interesting content
may be self-serving to your own content or campaign
should be a retweet/repost of someone youâre following
34. Final Thoughts
⢠Cone Inc. 2009 âSocial Media in Business Study:
of business buyers believe all companies should have a
presence on social media
of business buyers believed social media should be used to
interact and become more engaged with them
35. Online Sources
1. 10 Ways To Teach Your Customers To Buy From You: http://marketingthink.com/10-ways-to-teach-your-
customers-to-buy-from-you-social-selling/
2. 5 (Relatively Simple) Steps To B2B Social Media Marketing Success:
http://www.fastcompany.com/3026450/dialed/5-relativity-simple-steps-to-b2b-social-media-marketing-success
3. 5 Ways Your Company Can Use Social Media: Tools to Employ â Infographic:
http://socialmediatoday.com/rtmixmktg/1824456/5-ways-your-company-can-use-social-media-tools-use
4. 7 Steps for Sales Teams Going Social â Video: http://blog.hootsuite.com/7-steps-for-sales-teams-going-social/
5. 7 Steps to Making the Most of Social Media in Your B2B Business: http://www.business2community.com/b2b-
marketing/7-steps-making-social-media-b2b-business-0768144
6. 7 Ways Your Sales Team Can Get Results with B2B Social Media: http://socialmediab2b.com/2014/02/b2b-social-
media-sales-team-results/
7. 81% Of Small And Medium-Sized Businesses Use Social Media: http://mashable.com/2014/02/13/linkedin-social-
media-study/
8. B2B Content Marketing Statistics and Trends: How Do You Measure Up?:
http://www.business2community.com/content-marketing/b2b-content-marketing-statistics-trends-measure-
0777094
9. Empowering Sales Teams with Social Media to Drive Leads â Video: https://gaggleamp.com/blog/video-
empowering-sales-teams-with-social-media-to-drive-leads/
10. Even Though Itâs Called B2B, Thereâs Still A âCâ On The Other End:
http://steveolenski.blogspot.com/2012/05/even-though-its-called-b2b-theres-still.html
36. Online Sources
11. Getting Social: Top Social Media Platforms for B2B: http://spacebarpress.com/getting-social-b2b-friendly-social-
media-platforms/
12. Hot or Not: The Best Methods for Finding New B2B Customers in 2014 â Infographic:
http://profitecture.com/recommended-reading-whats-new-in-b2b-social-media-marketing-112713/
13. How B2B Companies Are Using Social Media â Infographic: http://www.spiral16.com/blog/2013/10/how-b2b-
companies-are-using-social-media-infographic/
14. How B2B Decision-Makers are Using Social Media:
http://bringyourbrandtolife.kinetixmedia.com/blog/bid/151129/How-B2B-Decision-Makers-are-Using-Social-Media
15. How Do B2B Companies Use Social Media? â Infographic: http://unbounce.com/social-media/b2b-social-media/
16. How to Ease Your Sales Team Into Social Sales: http://blog.hubspot.com/marketing/easing-into-social-selling
17. How to Enable Employee Brand Ambassadors Through Social Media;
http://www.marketingpower.com/ResourceLibrary/Pages/newsletters/b2b/2014/February/brand-
ambassadors.aspx
18. Make Social Media Easy For The B2B Sales Team â Slides: http://www.slideshare.net/markeelliott/venture-
accelerator-partners-sm-for-b2-b-sales-130923
19. Other Than LinkedIn, Why Are B2B Marketers Still Unsure About Social Media?:
http://www.forbes.com/sites/steveolenski/2013/10/21/other-than-linkedin-why-are-b2b-marketers-still-unsure-
about-social-media/
20. Preparing sales teams for social media â itâs not just about the hard sell: http://www.eyefortravel.com/social-
media-and-marketing/preparing-sales-teams-social-media-%E2%80%93-it%E2%80%99s-not-just-about-hard-sell
37. Online Sources
21. The Rise of Social Salespeople: http://www.forbes.com/sites/markfidelman/2012/11/05/the-rise-of-social-
salespeople/
22. Selling Social Media to the Sales Team: http://socialmediatoday.com/fbocchino/2016111/selling-social-media-
sales-team
23. Six Brilliant Ways B2B Brands Are Tapping into Social Media: http://socialmediatoday.com/tlittleton/1871731/six-
ways-b2b-brands-tapping-social-media
24. Social Media and the B2B Sales Courtship: http://www.business2community.com/b2b-marketing/social-media-
b2b-sales-courtship-0777660
25. Social Selling: An Overview for Sales Executives:
http://socialbusiness.hootsuite.com/rs/hootsuitemediainc/images/hootsuite-socialsellingexecutive-whitepaper.pdf
26. Using a Social Media Marketing Strategy to Reboot Your Sales Team:
http://www.skyword.com/contentstandard/blog/using-a-social-media-marketing-strategy-to-reboot-your-sales-
team/
27. What Is Social Selling? Connections And Content: http://www.forbes.com/sites/sap/2013/05/08/what-is-social-
selling-connections-and-content/
28. Why Sales Teams Need a Social-Media Strategy: http://www.sellingpower.com/content/article/?a=9665/why-
sales-teams-need-a-social-media-strategy/why-sales-teams-need-a-social-media-strategy
29. Why Your Sales Team Needs To Get On Social Media: http://dynamicsignal.com/sales-team-needs-get-social-
media/
30. The ABCs of Social Selling: Always Be Connected: http://blog.eloqua.com/abcssocialselling/
39. Printed Sources
32. Barger, Christopher. The Social Media Strategist: Build a Successful Program from the Inside Out. New York:
McGraw-Hill, 2012
33. Bodnar, Kipp and Jeffrey L. Cohen. The B2B Social Media Book: Become a Marketing Superstar by Generating
Leads with Blogging, LinkedIn, Twitter, Facebook, E-Mail, and More. Hoboken: John Wiley & Sons, Inc., 2012
34. Gillan, Paul and Eric Schwartzman. Social Marketing to the Business Customer. Hoboken: John Wiley & Sons, Inc.,
2011.
35. Landy, Chase and Kevin Knebl; The Social Media Sales Revolution: The New Rules for Finding Customers, Building
Relationships, and Closing More Sales Through Online Networking. New York: McGraw-Hill, 2011
36. Online Business Buddy. Social Media Sales Techniques: The 25 most effective ways to boost sales like a Pro with
Social Media!. Self Published eBook, 2013
37. Schaffer, Neal. Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and
Business Success. Hoboken: John Wiley & Sons, Inc., 2013
38. Shih, Clara. The Facebook Era: Tapping Online Social Networks to Market, Sell, and Innovate, 2nd Edition. Boston:
Pearson Education, 2011
39. Stock, Darren. Social Media Marketing: Strategies Tips Hints For Any Size Business. Self Published eBook, 2013