The document provides an overview of social selling and how to unlock competitive advantage through it. It discusses key concepts like: - The importance of social selling has grown as the buying process has changed, with more people involved in decisions and buyers using social media for research - The Social Selling Index (SSI) measures effectiveness and leaders with high SSI see better opportunities and quota attainment - Regions and sectors have seen growth in average SSI, indicating the potential of social selling - To seize the opportunity, companies need executive alignment, education programs for salespeople, and to measure social selling impact through the SSI and tangible metrics like pipeline and revenue. - Social selling heroes share examples of success through early

1. #socialselling16
Welcome to the
D U B L I N A P R I L 7

2. #socialselling16
Frank Hattann
Head of Enterprise Sales EMEA
LinkedIn Sales Solutions

4. #socialselling16
+124M
NAMER
+132M
EMEA
+57M
LATAM
+85M
APAC
LinkedIn has 414 Million members across the world

5. LinkedIn has 414 Million members across the world
1M
Ireland
#socialselling16

6. LinkedIn has 414 Million members across the world
IRELAND
1M+
159.6K
Decision makers on LinkedIn
34.5K
Company Pages on LinkedIn
17%
Enterprise
18%
Mid-Market
65%
SMB

7. Influence every relationship driven
sale for our customers
#socialselling16

8. Relationships are foundational for sales success
Frank
Company
A
Company
B
Company
C
#socialselling16

9. The buyer’s process has changed
5.4 75of B2B buyers now use
social media to be more
informed on vendors
% 90of decision makers say
they never respond to
cold outreach
%
people are now involved
in the average B2B buying
decision
#socialselling16

10. Agenda
#socialselling16
9:30am Welcome and Overview
9:40am Social Selling: How to Unlock Competitive Advantage
10:10am Hallmarks of a Social Seller
10:40am Customer Panel
11:30am Networking
Join The Conversation: #socialselling16

11. #socialselling16
Kevin Scott
Head of Sales Solutions, EMEA,
LinkedIn
SOCIAL SELLING
How to unlock competitive advantage

12. Thomas Bell
President, Linnean Society of London
“The year which as passed has not
been marked by any of those striking
discoveries...”

13. “Everyone’s always asking me when
Apple will come out with a cell phone.
My answer is ‘Probably never.’”
David Pogue
Tech Columnist, New York Times

14. ???
“Zuckerberg is an idiot! I can’t
believe he turned down Yahoo
for 1 billion dollars.”

15. Mike Derezin???
“Zuckerberg is an idiot! I can’t
believe he turned down Yahoo
for 1 billion dollars.”

17. Michael Porter
Competitive Strategy
and
Competitive
Advantage

18. AdvantageCompetitive
S U S T A I N A B L E
#socialsellingroadshow

19. Rita Gunther McGrath
The End of
Competitive Advantage

20. "To win in volatile and uncertain
environments,executives need to learn
how to exploit short-lived opportunities
with speed and decisiveness.”

21. AdvantageCompetitive
#socialsellingroadshow

22. by Geoffrey Moore
Crossing the Chasm

23. The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters

24. The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
HIGH
RISK
NO
RISK

25. The
Chasm
HIGH
RISK
NO
RISK
HIGH
REWARD
NO
REWARD
Early Majority Late Majority LaggardsInnovators and Early Adopters

26. The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
The World Wide Web
‘94-’95 ‘96-’98 ’99-’00 ’00+

27. The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
‘94-’95 ‘96-’98 ’99-’00 ’00+
$182
BILLION
$437
BILLION
The World Wide Web

28. The
Chasm
Early Majority Late Majority LaggardsInnovators and Early
Adopters
Social Recruiting
‘07-’10 ‘11-’13 ’14-’16 ’17+

29. Social Recruiting
Hero
Head of Global Talent Acquisition, SABMiller
"I saw the opportunity in direct sourcing
through LinkedIn. I knew it was the future,
but had to move quickly to lock-in as many
gains as possible before the rest of the
world caught on."

30. Head of Global Talent Acquisition, SABMiller
"I've helped save SABMiller
about $7-10M annually by shifting
to direct sourcing and LinkedIn
Recruiter."
Social Recruiting
Hero

31. The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
Social Selling
‘12-’14 ’18-’19 ’20+‘15 ’16-’17

32. Social SellingIndex (SSI)
Create a
professional brand
Find the
right people
Engage with
insights
Build strong
relationships

33. SSI leaders create
45% more opportunities per
quarter than SSI laggards.
more opportunities
SSI leaders are
51% more likely to hit
quota than SSI laggards.
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?

34. Laggards
1000 20 40 60 80
Social Selling Index (SSI)
Leaders

35. 1000 20 40 60 80
Social Selling Index (SSI)
28.5
2016
12.2
2012

36. 1000 20 40 60 80
Social Selling Index (SSI)
The
Chasm
Early Majority Late Majority LaggardsInnovators and Early Adopters
‘12-’14 ’18-’19 ’20+‘15 ’16-’17
28.5
2016
12.2
2012

37. 29.9
NAMER
21.0
LATAM
24.9
APAC
28.3
EMEA
We can look at SSI by region
32.4
IRELAND

38. The average Ireland SSI has increased 18%
over the last year
Source: LinkedIn Internal Data
The charts above represents a regional view of SSI. Because the LinkedIn "Sales Definition" (who constitutes as a sales person) changes, we only display a time series view of SSI for members who were deemed as Sales Professionals back in January 2015. By doing this we are
comparing apples to apples and are able to truly measure growth in SSI.
+18%
27.4
28.1 28.0
28.7
29.6 29.9 29.9
30.5
31.2
31.5
32.0
30.1
32.4

39. Source: LinkedIn Internal Data
– January & December 2016
Some sectors are taking the lead in Social Selling
Growth in SSI
January ’15 – Dec’15
=

40. How can you
seize the opportunity?
MeasurementEducationExecutive Alignment

41. How can you
seize the opportunity?
MeasurementEducationExecutive Alignment
Social Selling Heroes

42. Executive Alignment MeasurementEducation
Social Selling Heroes
VP Global Sales Enablement and Programs, PTC
"IOT is new to the world and new to
us. Speed is king. We needed to
deploy social selling now. We
couldn't afford to wait six months."

43. VP Global Sales Enablement and Programs, PTC
"Our corporate strategy is enabling smart
connected products for competitive
differentiation. Our team personalized it to
get executive alignment - social selling is
smart connected reps for competitive
differentiation."
Executive Alignment

44. VP Global Sales Enablement and Programs, PTC
"We've seen greater than a 50x ROI
with Sales Navigator - measured in
either revenue attained or pipeline."Executive Alignment

45. Executive AlignmentEducation
VP Global Sales Enablement and Programs, PTC
"We've seen greater than a 50x ROI
with Sales Navigator - measured in
either revenue attained or pipeline."
Senior Director, GCO Sales Tools and Technology, SAP
"Social selling is the biggest single
change to the SAP sales strategy
in the last 10 years by an order of
magnitude."

46. Education
Senior Director, GCO Sales Tools and Technology, SAP
"I was going to be either the hero or
villain. Someone has to take a risk to
make things happen."

47. Education
Senior Director, GCO Sales Tools and Technology, SAP
"You have to customize the training,
embed it in your overall training,
and make sure to focus on middle
managers."

48. Education
Senior Director, GCO Sales Tools and Technology, SAP
"We have seen massive ROI. I just
learned of a half million dollar deal
in Asia Pacific where a prospect
reached out to our SAP rep through
LinkedIn."

49. Education
Senior Director, GCO Sales Tools and Technology, SAP
"We have seen massive ROI. I just
learned of a half million dollar deal
in Asia Pacific where a prospect
reached out to our SAP rep through
LinkedIn."
Measurement
Senior Social Media Manager – EMEA, Symantec
“Measuring our social selling is
critical to justifying our ROI. SSI
is at the core of what we do.”

50. Senior Social Media Manager – EMEA, Symantec
"We always combine SSI with actionable
intelligence. If you only provide data it is
just another number, it won’t change the
mindset. You have to tell teams what
specific actions to take."
Measurement

51. Measurement
Senior Social Media Manager – EMEA, Symantec
"We always combine SSI with actionable
intelligence. If you only provide data it is
just another number, it won’t change the
mindset. You have to tell teams what
specific actions to take."
Executive Alignment Education

52. The
Chasm
Early Majority Late Majority LaggardsInnovators and
Early Adopters
Social Selling Heroes
Executive Alignment MeasurementEducation

53. “The tipping point is that magic moment when
an idea, trend, or social behaviour crosses a
threshold, tips, and spreads like wildfire.”
M A L C O L M G L A D W E L L - T H E T I P P I N G P O I N T