Social selling11april2013
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The changing online, mobile buying behavior has a large impact on the way sales and marketing operate and interact. Sales will need to embrace social selling.
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Social selling11april2013
- 1. 1 Social Selling 11 April 2013 Laura Nuhaan @theandetagroup # SOMday13 #social selling
- 2. 2
- 3. 3
- 4. Social Media blijft groeien
- 6. Waarover 6 Veranderend klantgedrag Impact op sales en marketing Social Selling Tools Stappen @theandetagroup # somin1day13 #social selling
- 7. Veranderend klantgedrag Customer service marketing . Marketing beweegt verder in de pijplijn
- 8. Bepaalt wanneer en waar Een paar feiten in gesprek Leverages het sociale web Verwacht onmiddelijke waarde
- 9. • Alignment • Engagement • Content Marketing • Social Media • DATA • Technologie
- 10. Waar verkoop de mist in gaat Too much contact (person, mail, phone) Lack of knowledge (product) Lack of knowledge (product) 20% 20% 35% 35% Lack of business/industry knowledge 8% Lack of business/industry knowledge 8% 8% Sales too aggressive 8% Sales too aggressive 9% 20% 9% 20% Forgotten or ignored after contract Forgotten or ignored after contract signed signed Other Other McKinsey 2009 Research
- 11. De Proces Kloof Proces Demand Gap Sales Generatie Proces Omzet Lead Scoring & Nurturing Meer dan 50% van de sales mensen haalt hun target niet (CSO Insights) 90% van leads wordt nooit geclosed (Sirius decisions) 90 % van marketing content wordt niet gebruikt (American Marketing Assoc.) 40 % van sales tijd gaat verloren met het vinden & (re)creatie van content (CMO)
- 12. Cold Calling is dood Social Media stelt sales in staat om op het juiste moment, met de juiste boodschap met de juiste klant in contact te komen!
- 13. Welkom Social Selling SOCIAL SELLING IS is een sales techniek die social media en tools benut om zo continue een 360 graden beeld van hun klanten en beïnvloeders te verkrijgen en te behouden. @theandetagroup # somin1day13 #social selling
- 14. Social Selling tools integraal onderdeel van communicatie mix 14 Technologie maakt het makkelijk!
- 15. Van 535 naar 3500 connecties (Linkedin) Van 54 K naar 1.3 M. volgers (Twitter) Versterkte engagement, connectie en referrals Virtueel gunnen
- 16. CapGemini receives 4 to 8 leads from Blogs written by employees. First contact with IRS which resulted in a mega milllion deal through a blog.
- 17. 17
- 18. Social Selling Stappen Align & Monitor 1. Identificeer Sales Marketing 2. Plan 3. Wees Zichtbaar 4. Luister Customer Service 5. Engageer 6. Sell/Retentie
- 19. Stap 1. Identificeer Ideale klant/lead? Social Journey? Wat vinden ze leuk? Wat zeggen ze? Search? Met wie zijn ze Content? geconnecteerd?
- 20. Buyer Persona helpen bij het maken van keuzen John Bits De ingenieur • -Tech forums • -Blogs • - Product specificaties
- 21. Bepaal de rol van social en content in het koopproces
- 22. Stap 2: Plan Formuleer heldere doelstellingen van social media/selling Zichtbaarheid? Merk versterken? Leads? Geloofwaardigheid? Relatie?
- 24. Sprint Ninja: Werknemers als ambassadeurs • Social Media Programma ter motivatie medewerkers • Bereiken van klanten die ze • Aanbevelen van anders niet zouden Tweets, updates, bereiken nieuws om te delen • Work Shops • Verhogen van product • Social media strategie kennis/ambassadeurschap • Verwachtingen • Hulp
- 25. Stap 3: Wees zichtbaar • Focus • SEO/SEA • Slideshare • Facebook • Forums • Twitter • YouTube • Linkedin • Private Communities • Channels • Blogs • Webinars • Telemarketing • Tradeshows
- 26. LinkedIn is een goed begin • Profiel • Groepen • Updates • Zoek • Volg • Connecties • Berichten
- 27. Benut social netwerk/connecties Laura Nuhaan
- 28. Stap 4: Luister Kans op conversie hoger door zo vroeg mogelijke identificatie en engagement van opportunities SLIDE :28
- 29. • Hints over evaluatie van producten of service • Personeels- • Dialoog tussen veranderingen concurrenten en hun klanten
- 30. Stap 5: Engage 16 new customer references in 24 hours!
- 31. Stap 6: Relatie
- 33. Meet! Niet gemeten leads Online biedt alle kansen om resultaten zichtbaar te maken
Editor's Notes
- 100000 likesEngagement ..fun emotie-> totaal anders
- Pushing makes no sense any more
- 60 % ONLINE. 60 % DIGITAL C LEVEL, 60 % WILL BECOME 85 % 75 % of inquiries through webMORE INFORMED, OWNS THE BUYING PROCESS17 % of leads from social media Aberdeen
- 64% of B2B marketers feel underinvested in technology///21seetechnology as keynow in 2 years 60 %
- Leads that are not measured in revenu results are useless ACQUISTION, Existing
- Want value.
- Niet via andere contacts-> ambassadeurs focus b to b
- Cloud computing SocialSalesMakingsocial media part of sales notonly 5 min twittering . Inside sales marketing department. YOU Have to make it easySocial Media Frame WorkPrograms: Intelligent Listening –Relevant ContentSocial media calendar (pre-written post andbit.luy links)RSS Feeds andhashtagsfor sales Personal touch:Option tocustomize/editLinkedinpostsandTweetsUse video chat, social accounts and personal pages (optimizedfor search)Share successstoriestoconvinceotherswithinIBMAskYourCustomers!IBM surveyed 1000 customers: ->1/3 usessocial media in buying _>and 75 % likelyto do so in future!
- CapGemini receives 4 to 8 leads from Blogs written by employees. First contact with IRS which resulted in a mega milllion deal through a blog.
- Social Business Champions. Personal touch
- Identify Digital behavior –Be visiible: you and company
- AskYourCustomers!IBM surveyed 1000 customers: ->1/3 usessocial media in buying ->and 75 % likelyto do so in future!IDENTIFY ClassicalBtoBDecission Making Unit:Design EngineersCFOMarketeersProcurement
- Zou 2 plaatjes van maken
- Policy but before that raamwerk SEO a la IB< maak het makkelijk
- Policy but before that raamwerk SEO a la IB< maak het makkelijk
- http://blip.tv/file/4292218 Sprint wanted this program to be seen as a competitive advantage for the company;1700 Employees-online reputation =reach!
- WHERE ARE YOUR CUSTOMERS? WHERE DO YOU WANTTHEM TO FIND YOU. ON WHAT SUBJECTS? COMMUNITIES/ JUST STARTING LINKEDIN IS GOOD
- Te laat in het proces RFP!!! Tech helps!!!!
- LISTEN Ross VP of Business Development: Poor experience with Hoovers, tweeted for advise , Insideview was there first!
- BigCommerce, a company that offers e-commerce shopping cart software, routinely reaches out to its Facebook fan base to identify reference customers and uncover interesting use cases for the media. For example, when the company wanted to promote the success of its recently launched Facebook shopping application, they simply posted a query on their page asking which customers had seen a boost in sales from the application and who would be willing to talk to the media. Within 24 hours, the company had generated fifteen new customer references and were able to immediately turn this information into media coverage.
- Less expensive
- http://www.youtube.com/watch?v=cEzegnVNoRc