Simon Porter discusses how social media can be used effectively for business purposes. He notes that business customers now demand instant access and service. A study found that 69% of B2B buyers use social networks for business networking and development. Porter emphasizes that social business is about engagement, not just broadcasting. He outlines how to effectively use various social media platforms like Twitter, LinkedIn, and blogs to engage customers, build expertise and credibility, and track return on investment from social media activities.

1. WHY & HOW SOCIAL MEDIA
Personal Experience from a Sales Exec
Simon Porter
Vice President MidMarket Europe
January 22nd – 2014

2. © 2015 IBM Corporation 2Our world has changedOur world has changed

3. © 2015 IBM Corporation 3
Clients demand instant access & serviceClients demand instant access & service

4. © 2015 IBM Corporation 4
Our clients are movingOur clients are moving

5. © 2015 IBM Corporation
In a recent study done by KnowledgeStorm of B2B technology
decision makers the following statistics were revealed:
5Our B2B decision makers are using itOur B2B decision makers are using it
In the same study it was shared that of 69% of B2B buyers use social
networks "primarily for business networking and development."
%
participate in
video
%
participate
blogs
%
participate in
Social Networks
%
participate in
Podcasts

6. © 2015 IBM Corporation 6Social Business is about EngagementSocial Business is about Engagement

7. © 2015 IBM Corporation 7Not broadcastingNot broadcasting

8. © 2015 IBM Corporation 8It might be overwhelmingIt might be overwhelming

9. © 2015 IBM Corporation 9Each channel has it’s own purposeEach channel has it’s own purpose

10. © 2015 IBM Corporation 10My external social footprintMy external social footprint
Klout

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My social lensesMy social lenses

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My social lensesMy social lenses
#cloud #ibm
#smb
#midsized
#cloud
#business
#running
#teaming
#personal attention

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My Year on Twitter
Insight All Tweets Retweets Tweets Impressions
#cloud 41948 32071 9877 278258870
#smb 16037 11678 4359 125718650
#bigdata 10520 7587 2933 60444554
#msp 10258 7792 2466 69009856
#ibm 10222 6834 3388 59379158
#analytics 6552 4637 1915 39511455
#bluemix 4553 3350 1203 22568943
Follower Growth
A Year of Effort
Top Tweets
Hashtags I used
Topic Wordcloud

14. © 2015 IBM Corporation 1414My twitter reachMy twitter reach

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The Power of People in Social

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How & Why To Make Time
How
 Start of day over coffee for 15-30mins as a routine
 As I travel
 Spare minutes between meetings / calls
 Respond to Linkedin mail / Twitter DMs ahead of email
Why
• External credibility - LinkedIn Endorsements / Influencer
• Klout – gamification on ranking
• Learn about the market / competition as I read articles
• Engage new buyers / prospects

17. © 2015 IBM Corporation
What to Tweet About / distribute on LinkedIn ?
Content Sources
• IBM Voices : for IBM partners
• Scredible.com : define topic areas
• Trusted Sources : eg Comparethecloud / Tubblog
• LinkedIn Groups
• Twitter – Hashtag searches
Porters Tips
• Search for key Influencers / Partners / Prospects – follow them & they follow back
• Concentrate on external followers not other IBMers
• Respond to any feedback / comments within 24 hours
• Focus on some subject areas – cloud, SMB, analytics etc

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Kred Scredible
 Provide external articles against
subjects you define
 See which tweets are most popular
from your stream and re-tweet

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Scheduling Tweets / LinkedIn messages
19
• Buffer or Hootsuite

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How to paste an article to social media
20

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How to See who is interacting with you on Twitter?
21

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How to search on Twitter
22

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Direct Messaging on Twitter
 If connected with
someone on Twitter
you can Direct
Message them
privately - like email
23

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Linkedin Tips
 Add no more than 20 new contacts per day, to maintain
conversations. Adding more than 20 will flag you as a
possible spammer
 Be polite, add a personal message to your invitation
– “Hi Gina, please accept my invitation to connect. I am
seeking to build a group of executive women in
healthcare and I’d be pleased if you would join my
network”
 Enhance your connections with Groups :
– You can join up to 50 groups - from professional
groups to alumni groups
– Also look for topic-oriented groups that are relevant to
your business, functional responsibility etc
– Check out the Groups Directory and use the search
groups feature on the upper left-hand side
 Categorize Contacts
– Use these TAGS to organize your contacts
Porters Tips
 Before every external meeting with a new contact look
them up on LinkedIn
 After every meeting connect with the person on Linkedin
 Post interesting articles to your community of contacts to
use as a marketing tool
24

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How to See who is interacting with you on LinkedIn?
25

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How to search for Contacts / Leads
 Find People
– Great for demographic/industry searches
 Advanced People Search
– Enter any piece of information you’d like to
search by
 Blind Reverse Search
– Search within a company to see who in your
network knows someone you want to know.
– Your contact can introduce you through
InMail.
The French team have a $1m+ opportunity as a
result of LinkedIn connection initiated by
them
The Israel team closed major cloud deal with
‘unknown’ Gaming company that has 10m
users/day
Use the Company Pages to find CXO contacts

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LinkedIn example

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A Simple scorecardA Simple scorecard
How can I track ROI with Social Selling ? An example
http://www.salesforlife.com/sales-metrics/how-can-i-track-roi-with-social-selling/

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2. Content and inbound
Introduction to Inbound Marketing
Content and Context
Content Creation
Content Curation
Content Amplification
3. Social Selling and CRM
Twitter Lists
Social Analytics
Influencer Marketing
Social CRM
With Tools
1. Getting Started
Welcome
Current Landscape
Getting Started with Twitter, Linkedin,
Xing, Google+ and more
Social Marketing Webinar Agenda and Topics
+
A broader view
+ SOCIAL MEDIA FOR CONTENT
SOCIAL MEDIA
Tie into these communi es
with your own accounts, join
groups, recruit and engage
RICH MEDIA
Create rich media and seed in
popular channels.
BLOGS
Get your content out into the
blogsphere to extend reach and
also improve your SEO
BOOKMARKING
Bookmark and index all content to
maximise exposure and back links.MICRO BLOGS
Feed content out, and link back, and
search profiles and comments to
engage.
+
The advocacy (loyalty) loop
Last year we launched a ‘marketing enablement’
programme of partner training, focusing on Social
Media Marketing for B2B first, and then Digital
Marketing.
Some highlights
• We have trained over 80 partners in the last year
…and over 100 sales and marketing people
within those partners
• Launched a new Digital Marketing workshop
• Achieved an average 95% feedback score
The recordings of the presentations are available
as Free eLearning, split down into three modules.
http://www2.themsphub.com/socialworkshop/
Social Marketing/Sales Training for IBM Partners

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IBM continues to invest in its MSP/CSP strategy to meet and lead
the changing market requirements
Full set of
Offerings
Systems,
Storage,
Software,
XaaS Services,
Leveraging the
IBM Brand
Managed Service
Provider achievement
mark, IBM co-branding
Leveraging IBM
Financing
IBM Global Financing,
Pay as you Grow
Enhanced
Marketing
Marketing Planning,
Brand Building,
Demand Generation
and Marketing Funding
Dedicated
Resources
Dedicated MSP Business
Development, Inside
Sales and Marketing
Resources

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My lessons learnedMy lessons learned
Social media takes effort and time;
but once established as routine it
does pay off – and can fit in
everybody’s schedule!
Define your domain and topics (lenses)
and start sharing and reacting around
those. It will build your reach and personal
brand
Use social research when meeting
clients and partners. It can give you great
insights

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My advice – Jump in!My advice – Jump in!

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So let’s get startedSo let’s get started

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@simonlporter@simonlporter