Social Selling - Linked In Dave Anderson
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My social selling journey with Linked In. This session was also recorded at the Linked In Sales Summit in Sydney (try google ;)
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Social Selling - Linked In Dave Anderson
- 1. Confidential, Dynatrace LLC Social in Selling @daveando https://uk.linkedin.com/in/daveando VP Marketing EMEA & APAC Dynatrace http://bit.ly/SSIdaveLDN
- 3. Digital Performance Management Digital Performance Management
- 4. 70% of the 2005 Fortune 1000 firms are gone“ ”@daveando
- 6. Me. Dave Anderson Jedi. Lauren Johnson ANZ Marketing Manager Anthony Clarke ANZ Regional Director
- 9. Luke. Linked In Relationship Manager
- 10. Our mission Strengthen brand Presence Increase quality lead volumes Retain and engage our customers Build new partnerships
- 11. Strengthen brand Presence Increase quality lead volumes Retain and engage our customers Build new partnerships
- 12. New team. Need leads. Need a database. Nobody knows who we are. Let’s buy a database
- 13. The buyer has changed New School • Live database • No call • Warm inmails to targeted prospects (leads and new) • Markesales • Be personal • Buy a database • Cold Call • Cold prospect emails to new leads / database • Sales vs marketing • Automate Old School
- 14. Linked In Navigator Campaigns The Way we Work Enablement Stories Data Social Updates
- 15. Start with being social Email Alerts Training! Tooling Social Updates Be authentic, personal, and a bit different
- 16. Confidential, Dynatrace LLC Social Media Growth 0 1000 2000 3000 4000 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Organic Paid Clicks on company posts Organic Paid Linked In Company Page Followers Facebook Twitter LinkedIn
- 17. Most Improved Player 60 to 71
- 18. The secret life of a share I wanted everyone I had in my professional network to understand the differences between GA and Dynatrace Enrico’s Sister Programme manager @ (insert major finance co) [dealing with their internal website] she had seen your blog post I had shared and subsequently she shared it and then her boss had seen it.
- 19. “I’m now looking at scheduling a call with her boss and the account manager….thank you!”
- 20. • 10,000 Sends • 33% Open Rate Linked In Average 20% • 13% CTR Linked IN Average 3-9% We are all in the this together • 336,531 Impressions • 1387 Clicks • $14.45 CPC • 57% Mobile! • 69 In-Mails Sent • 17 Registrations • 28% Success Rate 80% Registrations for Linked In • UTM Tracking Competition • Weekly Email Summary • Fun, but accountability $45 Cost per Conversion vs Google $90+
- 21. Social Selling in Action Meeting $ August 17 Oct 25 Social Events
- 22. Stories
- 23. Yeah right!
- 24. Thanks for the heads up on this one Lauren - definitely keen to attend. I'll share this one with my team. Cheers! Jah Jah Thank you Lauren. Definitely keen to find out more. I'll send some of my team members as well. Thanks Maz Hi Lauren, thank you for inviting me. Can I circulate this to our digital transformation team? Regards Jabba
- 25. 92% of buyers delete emails or ignore calls from people they don’t know BEpersonal interesting different relevant listen
- 26. Dec – Akamai Joint event Joint xmas party 2 Opportunities August – Big Retailer Follow up to event Attended intro meeting August – Nordstrom Event 80% net new registration to database via Linked In 1 closed won August – Collabshow Inmail to the Joel, who is the most influential sharepoint person on the planet Demo with FTS Signed up for a webinar March – Global Reviews Intro meeting with CEO Closed Deal in November Nov – Linked In Sales Summit Presented Dynatrace Social Selling program in ANZ Voted best presentation – SSI went to 93! Jan – Sitecore Connected with Marketing Director Invited myself to do a webinar with them Now working on a global promotion with them. - Publish blogs and content - Present at Linked In Events - Discover new content - See how our content performs Usage: everyday
- 27. Inmail to CEO and CTO of BVA Auctions “We work with eBay and similar car auctions, I’d like to share what we are doing with these companies” CTO replied – August Accepted invitation to connect on the phone. Becomes customer Perform Day - June Perform Global - October Webinar / SEO Increased Performance Increased Customer Satisfaction Increased Conversions Increased DevOps Happiness
- 28. Thanks Yoda Strategic Advice Support stories (ours and others) Finding a champion… Original presentation data
- 29. Making it visible http://bit.ly/yammer-linkedin http://gaggleamp.com/i/zfmgawq Resources.dynatrace.com
- 30. Did you kiss my sister? 83 SSI Kid…Read it and weep
- 31. Let’s connect
- 34. Next steps for roundtables Follow Vernon Bubb to Big Ben Stay in Room to then go to Afternoon Tea with Steven Kang
Editor's Notes
- We are digital performance company
- Everything is changing so quickly isn’t? And we need to change with it. I personally use linked in every single day. It’s like email for me. I don’t really remember what life was like before it.
- In preparing for this presentation I had so much I wanted to cover I thought the best way to do it was to draw it out using a pen and paper. Yep…a real pen. It looked like this. Sorry it’s a bit crumpled as I had to carry it in my pocked as my kids like to pick up any piece of paper lying around and turn it into either confetti or a picaso replica. So what I thought I’d cover today is – our journey with Linked In at Dynatrace. As I was putting this presentation together I was thinking about the audience. I was wondering how can I make this more interesting for them. At the end of the day anyone that I put up the slide is going to be fictional so I might as well make them real instead.
- These were our 4 main priorities. I selected 4 because Microsoft defaults 4 circles when you use the little circles, but 4 is about right anyway. So these were to – grow the database, increase lead volumes, improve our brand awareness, and build relationships with partners and customers.
- So when you map these against the Linked IN’s SSI you find it’s actually almost identical…I didn’t realise it and I guess it’s a nice testament to both our strategy, but also Linked In’s strategy in that it perfectly relates to what we are trying to achieve.
- Our journey started a bit like this. Just a typical day chilling in the mellenium falcon with my buds C3P0 and R2D2 when Hans Solo and he offsider Chewie dropped a typical cowboy request -
- Whilst I didn’t need to sell it specifically internally my head was working scenarios like this.
- The framework for our program with linked In looks a bit like this. It’s important to every single character in our business…not just sales… which is why I call it Linked In Navigator instead of Linked In Sales Navigator….and I suggest Linked In should do the same. Social updates is where we started, and encouraging people to use the platform. I guess we were internally advertising it’s capabilities. We then brought in Linked In Navigator and that’s where we kicked into 2nd gear. From this we started sharing usage data to encourage adoption, marketing kicked off campaigns, we accelerated our social updates, starting reporting on the impact the platform has on our website traffic, internally shared stories to where we are today which is fully adopted, mature, daily users. A lot of that has come from the support of Luke Tucker our Yoda, or relationship manager who has been instrumental in helping us encourage the story telling components of our usage. Guidance he must. Today it’s just how we work. It’s always open. A bit like Dynatrace is for our customers
- Our journey with lInked IN started here. Social alerts – Tooling – we use buffer Training – how to update your profile, profile photos etc. Shareability – we used to have internal competitions…Anthony our Hans Solo…Anthony where are you…honestly now…will you admit you don’t share my posts because you like to try and make one that more shareable… Seriously though this is the fun part of our business. We love to share, and we’ve been known to screen shot our stats…it would be awesome if Linked In allowed us to share our social insights with team members for internal comps
- August
- When you send emails to customers you don’t get responses like this…
- Lauren showed me and my reaction was just that ‘ Yeah right’. But it’s not a fluke. Look at these results from yesterday alone.
- So I’m convinced these scales can’t go up…but I’m willing to give it a go, so if you want to connect with me please search for daveando in linked in and you should fine me easily. 90 out of 100 here I come…