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Social selling: Leveraging social media for brand building & customer acquisition

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Sudhanshu Tripathi
Sudhanshu Tripathi

Social selling is using social media to build relationships with buyers. When you have the right tools and strategy in place, social selling can help you and your company: - Build a positive reputation - Unearth hard-to-surface insights - Establish key contacts for sales

Marketing
1 of 20
Leveraging social media for brand building & customer acquisition Social Selling Sudhanshu Tripathi @sudhanshu9655 https://in.linkedin.com/in/tripathisudhanshu
Agenda for next 20 minutes Why is social selling necessary How to do social selling: Case study Measure social selling effort Setting the context: What is social selling Recap
Social selling is using social media to build relationships with buyers. When you have the right tools and strategy in place, social selling can help you and your company: • Build a positive reputation • Unearth hard-to-surface insights • Establish key contacts for sales What is social selling?
Decision makers consume 5pieces of content before being ready to speak to a sales rep. Complete 57%of the buying decision before they do talk to the sales rep. 92% of buyers delete emails or voicemail messages from unknowns. 82%of prospects can be reached via social media. 77% B2B buyers performed independent research before talking to a salesperson. 84% of B2B decision makers begin their buying process with a referral. 78%social sellers outsell peers who do not use social media 45% social sellers create more opportunities Why care about social selling? Refer: http://web.marsdenassociates.com & http://www.ey.com/GL/en/Services/Advisory/EY-LinkedIn
Why care about social selling…? Refer: https://www.youtube.com/watch?v=jottDMuLesU
How to do social selling?
From #NaMo4PM to #PMOIndia… … glaring example of social selling! Case:Journey of Narendra Modi Refer: LIQVD ASIA
Establishing a transparent image by putting on – ground activities online Accurate positioning with excessive content seeding Optimized use of Social Media 3 things that made Modi popular Refer: LIQVD ASIA
• Modi utilized all the social platforms for creating the desired image • Social platforms established two-way communication with masses • Social Media enabled disseminating information directly to the masses continuously Optimized use of social media Refer: LIQVD ASIA
Accurate positioning: Content seeding • Push excessive positive content down the search engines there by shunting the negative content! • Effective use of multiple websites such as www.narendramodiplans.com, www.isupportnamo.org and platforms like www.quora.com. Tactical solution to all queries to paint desired image. Refer: LIQVD ASIA
• Relay the story from ground to masses through social media • Decipher Gujarat & NaMo growth model continuously • Blog on various issues to paint the desired image Transparent image: move on-ground activities online Refer: LIQVD ASIA
3 parallel campaigns on all possible mediums Leverage the brand + Highlight (–)s of competition + Communicate value proposition Refer: LIQVD ASIA
Leverage the power of Community & content... … to attain virality Earned Community Quality Content VIRALITY
• Select & prioritize your channels: Identify the watering holes & be there • Enhance your brand image through quality content & continuous engagement • Use the power of positive content to fight the negative • Humanize your messages & leverage the power of influencers • Integrate across platforms seamlessly: Fusion marketing • Measure your efforts • Don’t forget the ground rules • Do not sell: 80:20 rule => Educational Vs. Promotional|| Curation Vs. Creation • Don’t forget to Listen How should we do social selling?
Quality content: cornerstone of social selling Landing Page Email Blast Partner Channels Google+ Facebook LinkedIn Slide Share Twitter
Align content to buying cycle D1= Brand recall D2= Ease of interaction D3= Capability to deliver D4= Business fitment Awareness Credibility Aptness Convert Need Start here Referr: https://www.linkedin.com/pulse/20140327192556-24316550-in-smarketing-understanding-customer-psychology-is-central?trk=mp-reader-card
Leverage the power of Influencers 1 tweet adds $17 billion to market cap of Apple Refer: http://finance.yahoo.com/blogs/the-exchange/carl-icahn-multibillion-dollar-tweet-boosts-apple-stock-205938760.html
Measure: Leverage platforms & tools Hootsuite: Listening & schedulingKlout: Measure, curate & publish Measuring performance: Tweetreach.com Try Platform analytics Google analytics Facebook Twitter LinkedIn Analytics from paid campaigns!
Let’s recap Refer: https://www.youtube.com/watch?v=uHEofqebyMM
@sudhanshu9655 https://in.linkedin.com/in/tripathisudhanshu Stay connected, Stay social Thank you sudhanshut@gmail.com Sudhanshu Tripathi

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Social selling: Leveraging social media for brand building & customer acquisition

  • 1. Leveraging social media for brand building & customer acquisition Social Selling Sudhanshu Tripathi @sudhanshu9655 https://in.linkedin.com/in/tripathisudhanshu
  • 2. Agenda for next 20 minutes Why is social selling necessary How to do social selling: Case study Measure social selling effort Setting the context: What is social selling Recap
  • 3. Social selling is using social media to build relationships with buyers. When you have the right tools and strategy in place, social selling can help you and your company: • Build a positive reputation • Unearth hard-to-surface insights • Establish key contacts for sales What is social selling?
  • 4. Decision makers consume 5pieces of content before being ready to speak to a sales rep. Complete 57%of the buying decision before they do talk to the sales rep. 92% of buyers delete emails or voicemail messages from unknowns. 82%of prospects can be reached via social media. 77% B2B buyers performed independent research before talking to a salesperson. 84% of B2B decision makers begin their buying process with a referral. 78%social sellers outsell peers who do not use social media 45% social sellers create more opportunities Why care about social selling? Refer: http://web.marsdenassociates.com & http://www.ey.com/GL/en/Services/Advisory/EY-LinkedIn
  • 5. Why care about social selling…? Refer: https://www.youtube.com/watch?v=jottDMuLesU
  • 6. How to do social selling?
  • 7. From #NaMo4PM to #PMOIndia… … glaring example of social selling! Case:Journey of Narendra Modi Refer: LIQVD ASIA
  • 8. Establishing a transparent image by putting on – ground activities online Accurate positioning with excessive content seeding Optimized use of Social Media 3 things that made Modi popular Refer: LIQVD ASIA
  • 9. • Modi utilized all the social platforms for creating the desired image • Social platforms established two-way communication with masses • Social Media enabled disseminating information directly to the masses continuously Optimized use of social media Refer: LIQVD ASIA
  • 10. Accurate positioning: Content seeding • Push excessive positive content down the search engines there by shunting the negative content! • Effective use of multiple websites such as www.narendramodiplans.com, www.isupportnamo.org and platforms like www.quora.com. Tactical solution to all queries to paint desired image. Refer: LIQVD ASIA
  • 11. • Relay the story from ground to masses through social media • Decipher Gujarat & NaMo growth model continuously • Blog on various issues to paint the desired image Transparent image: move on-ground activities online Refer: LIQVD ASIA
  • 12. 3 parallel campaigns on all possible mediums Leverage the brand + Highlight (–)s of competition + Communicate value proposition Refer: LIQVD ASIA
  • 13. Leverage the power of Community & content... … to attain virality Earned Community Quality Content VIRALITY
  • 14. • Select & prioritize your channels: Identify the watering holes & be there • Enhance your brand image through quality content & continuous engagement • Use the power of positive content to fight the negative • Humanize your messages & leverage the power of influencers • Integrate across platforms seamlessly: Fusion marketing • Measure your efforts • Don’t forget the ground rules • Do not sell: 80:20 rule => Educational Vs. Promotional|| Curation Vs. Creation • Don’t forget to Listen How should we do social selling?
  • 15. Quality content: cornerstone of social selling Landing Page Email Blast Partner Channels Google+ Facebook LinkedIn Slide Share Twitter
  • 16. Align content to buying cycle D1= Brand recall D2= Ease of interaction D3= Capability to deliver D4= Business fitment Awareness Credibility Aptness Convert Need Start here Referr: https://www.linkedin.com/pulse/20140327192556-24316550-in-smarketing-understanding-customer-psychology-is-central?trk=mp-reader-card
  • 17. Leverage the power of Influencers 1 tweet adds $17 billion to market cap of Apple Refer: http://finance.yahoo.com/blogs/the-exchange/carl-icahn-multibillion-dollar-tweet-boosts-apple-stock-205938760.html
  • 18. Measure: Leverage platforms & tools Hootsuite: Listening & schedulingKlout: Measure, curate & publish Measuring performance: Tweetreach.com Try Platform analytics Google analytics Facebook Twitter LinkedIn Analytics from paid campaigns!
  • 20. @sudhanshu9655 https://in.linkedin.com/in/tripathisudhanshu Stay connected, Stay social Thank you sudhanshut@gmail.com Sudhanshu Tripathi