The Why, What & Intro to the How to do Social Selling

1. #SocialSelling
Market & Sell to the Modern Buyer
@jill_rowley#SocialSelling

2. The ABC’s of Social Selling – Always Be Connecting
@jill_rowley#SocialSelling

3. Traditional Selling vs #SocialSelling
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4. 78% of Sales Using Social Media
Outsell Their Peers
#SocialSelling @jill_rowley

5. Benefits of Social Selling
#SocialSelling @jill_rowley

6. Customers expect companies to feel personal
and authentic
@jill_rowley#SocialSelling

7. ADAPT OR DIE BE REPLACED
Become transparent, responsive, & collaborative or
else risk being “left in the dust” by competition
@jill_rowley#SocialSelling

8. HOW?
share the unedited voices & personalities of your employees (You)!
@jill_rowley#SocialSelling

9. Buying process has changed
Buyers are self-educating via
SEARCH & SOCIAL
@jill_rowley#SocialSelling

10. 57% of the buying process done before
engaging sales
Then NowVS.
@jill_rowley#SocialSelling

11. 92% of B2B buyers start search on web…
@jill_rowley#SocialSelling

12. 82% of the world’s online population can be reached by
SOCIAL NETWORKS
Source: insites-consulting.com
@jill_rowley#SocialSelling

13. The Power of
Peer to Peer

14. Buyer to Company: 33% Trust

15. Buyer to Buyer: 92% Trust

16. Meet the Modern Buyer
Digitally-driven
Socially-connected
Mobile
Empowered
@jill_rowley#SocialSelling

17. Unlimited access to real-time information
about your company, products,
competitors, customers, industry
experts and influencers

18. You need more tools!
Would you try to maintain
your territory with only
hammer & nails?
(Phone & Email)
@jill_rowley#SocialSelling

19. Social selling leverages
your professional brand to fill your pipeline
with the right people, insights,
and relationships.
#SocialSelling @jill_rowley

20. Build Your Personal Brand
Optimize for the Buyer; not the Recruiter
@jill_rowley#SocialSelling

21. Use Social Networks to Find, Listen, Relate,
Connect, Engage & Amplify your buyers and their
sphere of influence
@jill_rowley#SocialSelling

22. Content:
R E A D
what your buyers are reading
and share that content across
your Social Networks
@jill_rowley#SocialSelling

23. The on Content
The
@jill_rowley#SocialSelling

24. Finding Content to Share
#SocialSelling @jill_rowley

25. Sharing Content
#SocialSelling @jill_rowley
Type personalized message here.

26. 1. Buyer-centric LinkedIn profile
2. The Art of a LinkedIn Invite
3. Sphere of Influence training
4. LinkedIn groups
5. Advanced Search in LinkedIn
6. LinkedIn Contacts
7. LinkedIn Job Change alerts
8. Share content
@jill_rowley#SocialSelling

27. Establish a professional presence on
LinkedIn with a complete profile
Create a professional brand
Prospect efficiently with powerful
search and research capabilities
Find the right people
Discover and share valuable information to initiate
or maintain a relationship
Engage with insights
Expand your network to reach prospects and those
who can introduce you to prospects
Build strong relationships
Optimizing LinkedIn
#SocialSelling @jill_rowley

28. Showcase your skills
Create a professional brand
Use the right tone
What would prospects or customers want to know about
you? Be descriptive. Tell your story.
Complete your profile
Aim for 100% profile completeness
Add rich content
Slideshare deck, presentation video, etc.
Add skills and generate endorsements
#SocialSelling @jill_rowley

29. Check who viewed you
Find the right people
View prospects
View details of potential prospects in your 1st , 2nd , and
3rd degree networks
Expand your viewing
Use Lead Recommendations to find more prospects at
your accounts
Your activity drives views of your profile. Engage with
relevant people who look at you.
Proactively search
Use advanced search & Lead Builder to pinpoint people
more efficiently
#SocialSelling @jill_rowley

30. Engage with insights
Reach out to prospects
Share valuable information
Post relevant content that can help you become a
trusted source of insight
Stay in the know
Join groups and follow your prospects, customers, and
their competitors to keep up to date
Engage with your network
Share, like, and comment on content posted from your
network
Reach your prospects with InMails, connection requests,
and other messages
#SocialSelling @jill_rowley

31. Build strong relationships
Focus on decision makers
Focus on connecting to senior level people at your
prospects and customers
Connect with contacts
Connect with your network and with prospects after
introductions
Connect internally
Your colleagues will be able to provide you warm
introductions
#SocialSelling @jill_rowley

32. How can I measure how well
I’ve adopted social selling?
#SocialSelling @jill_rowley

33. LinkedIn created the SSI formula from
survey research and behavioral analytics
Brainstormed & calculated
~ 50 activities that good
social sellers might do on
LinkedIn
Conducted survey of
~5000 sales reps to get a
sample of “top
performing” reps
Used survey results to
understand what top
performing reps do on
LinkedIn.com
Formula
design
Final formula kept
variables that were
correlated with sales
success, weighted
based on their
predictive nature
#SocialSelling @jill_rowley

34. ABC co
Create a professional brand
Performance on four key
dimensions, each worth 25 points
Find the right people
Engage with insights
Build strong relationships
16
15
8
18
Social Selling Index 57
LinkedIn’s Social Selling Index measures
adoption of practices on a 0-100 scale
#SocialSelling @jill_rowley

35. SSI leaders create
45% more opportunities per quarter
than SSI laggards.
SSI leaders are
51% more likely to hit quota
than SSI laggards.
45%
more opportunities
51%
more likely to hit quota
Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on
existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI
leaders have an SSI > 70; SSI laggards have an SSI < 30
Why is social selling important?
#SocialSelling @jill_rowley

36. Add a Professional Photo
• To edit your photo in LinkedIn:
1. Log onto LinkedIn
2. Choose Profile -> Edit Profile
3. Click on the camera icon
4. Upload a professional photo
(choose edit photo to replace
your current photo)
5. Save changes
Represents your personal brand
#SocialSelling jill_rowley

37. The Good, the Bad, and The Ugly
#SocialSelling @jill_rowley

38. Ideal LinkedIn Profile
#SocialSelling @jill_rowley

39. A Good LinkedIn Summary
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40. Your LinkedIn Summary is about YOU
@jill_rowley#SocialSelling

41. The Art of a LinkedIn Invite
#SocialSelling @jill_rowley

42. Recommendations Establish Credibility
#SocialSelling @jill_rowley

43. Search Results: 7x views with a Photo
@jill_rowley#SocialSelling

44. Don’t be Single Threaded
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45. Join Groups on LinkedIn
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46. Use Your Alumni Network
#SocialSelling @jill_rowley

47. 1. Pick a simple and short username (this is your brand)
2. Create a personal profile
3. Upload a good picture (no eggheads!)
4. Include your LinkedIn URL in your bio
5. Listen first, find your voice
6. Follow influencers and experts in your field; Create lists
7. Share things that are useful and relevant to your followers
8. Do no just self-promote or share your stuff
9. Engage with your followers (@reply, RT and mention)
10. Use #hashtags – example is #Vision2014 #Heartbleed
@jill_rowley#SocialSelling

48. Is this a good Twitter profile?
@jill_rowley#SocialSelling

49. Personal Branding on Twitter
#SocialSelling @jill_rowley

50. Twitter Lists: Symantec
@jill_rowley#SocialSelling

51. Twitter Lists: Cloud Computing
#SocialSelling @jill_rowley

52. 78% of Sales Using Social Media
Outsell Their Peers
#SocialSelling @jill_rowley

53. The ABC’s of Social Selling – Always Be Connecting
@jill_rowley#SocialSelling