Jonathan Catley and Koka Sexton presented a webinar on tactical social selling. They discussed 5 key steps: 1) Understanding social selling basics like how today's buyers use social media in their purchase process. 2) Using tools like InsideView, SproutSocial and Hootsuite for social listening, analytics and scheduling. 3) Prospecting through social by monitoring networks, hashtags and trigger events. 4) Nurturing prospects by engaging in conversations, answering questions and monitoring communities and trigger events. 5) The ROI of social selling through case studies of companies growing revenue through LinkedIn and Twitter engagement, and sales reps using social seeing higher quota attainment.
Dans un environnement économique difficile avec un grand nombre de concurrents et des acheteurs mieux informés, les entreprises ont besoin de tirer parti de la technologie et d’inclure les médias sociaux dans leur stratégie commerciale, dans le but d’optimiser la génération et la qualification des leads B2B, de détecter des opportunités, de construire une relation commerciale durable et de favoriser la fidélisation, renforçant ainsi leur capital social.
Here's a slide deck on the Social Selling that I presented to the Mattermark team. In this deck, I cover the what and why of social selling, simple tools to use, the basics of getting started, how to identify a team’s top LinkedIn Social Selling Index Scores, how your team can support each other in Social Selling (content, tips, mentorship), advice from Social Selling experts, and more.
the six steps to social selling successMike Kunkle
This is an updated version of my "six imperatives of digital selling" presentation. This one uses the more common phrase, "social selling." There are also a few other minor updates.
The presentation covers how to determine whether social selling is right for you now, the ticket to entry (the three p's) that you need to do now, either way, and if social selling is right for you... I offer six steps to social selling success that I've seen work very effectively.
This is a presentation that I did for the lead referral group at the Greater Derry & Londonderry Chamber of Commerce. It discusses how small businesses should be considering the Marketing Funnel in their online marketing efforts, and strategies that they can use to better lead customers and prospects to the ultimate goal in the funnel: Advocacy.
Social selling enables marketers and salespeople to leverage social media to interact directly with their leads and prospects at every stage of their buyer's journey; from attract, to convert, close and delight.
HubSpot and LinkedIn have partnered up to bring you this deck on social selling at all stages of your buyer's journey. We'll show you how to use your online presence to attract the right people and help close them into customers more efficiently.
Get an insider's look at how LinkedIn trains its own sales reps to approach to social selling. Dominic Archibald shares best practices from LinkedIn to help you develop your own strategy on how to better use LinkedIn for your sales teams.
Dans un environnement économique difficile avec un grand nombre de concurrents et des acheteurs mieux informés, les entreprises ont besoin de tirer parti de la technologie et d’inclure les médias sociaux dans leur stratégie commerciale, dans le but d’optimiser la génération et la qualification des leads B2B, de détecter des opportunités, de construire une relation commerciale durable et de favoriser la fidélisation, renforçant ainsi leur capital social.
Here's a slide deck on the Social Selling that I presented to the Mattermark team. In this deck, I cover the what and why of social selling, simple tools to use, the basics of getting started, how to identify a team’s top LinkedIn Social Selling Index Scores, how your team can support each other in Social Selling (content, tips, mentorship), advice from Social Selling experts, and more.
the six steps to social selling successMike Kunkle
This is an updated version of my "six imperatives of digital selling" presentation. This one uses the more common phrase, "social selling." There are also a few other minor updates.
The presentation covers how to determine whether social selling is right for you now, the ticket to entry (the three p's) that you need to do now, either way, and if social selling is right for you... I offer six steps to social selling success that I've seen work very effectively.
This is a presentation that I did for the lead referral group at the Greater Derry & Londonderry Chamber of Commerce. It discusses how small businesses should be considering the Marketing Funnel in their online marketing efforts, and strategies that they can use to better lead customers and prospects to the ultimate goal in the funnel: Advocacy.
Social selling enables marketers and salespeople to leverage social media to interact directly with their leads and prospects at every stage of their buyer's journey; from attract, to convert, close and delight.
HubSpot and LinkedIn have partnered up to bring you this deck on social selling at all stages of your buyer's journey. We'll show you how to use your online presence to attract the right people and help close them into customers more efficiently.
Get an insider's look at how LinkedIn trains its own sales reps to approach to social selling. Dominic Archibald shares best practices from LinkedIn to help you develop your own strategy on how to better use LinkedIn for your sales teams.
Delivered on 15th March 2012 at Rich Mix in London, The 7 Secrets of Socially Successful Businesses provides insights and actions for small businesses to become Socially Successful in 2012 ... #f7sm #smwldn
Social Secrets to Drive Campaigns, Increase Revenue and Predict ElectionsNetBase Solutions Inc.
Whether launching a new product or managing a political campaign, marketers and brand managers know that understanding their consumers is the key to success. Social uncovers opportunities for developing meaningful connections with your consumers. But to do this well, brands must listen, understand their audiences to develop a winning formula for growth.
Watch this webinar to hear Santy and NetBase uncover the social insights that matter most for solving critical business problems - from improving campaign performance, driving revenue and even predicting election results.
Topics to be discussed include:
- Sharpening your marketing strategy with social analytics
- Driving revenue with deep consumer insights
- Predicting business outcomes (and election results) with social
Webinar: Social Secrets to Drive Campaigns, Increase Revenue and Predict Elec...NetBase Solutions Inc.
Whether launching a new product or managing a political campaign, marketers and brand managers know that understanding their consumers is the key to success. Social uncovers opportunities for developing meaningful connections with your consumers. But to do this well, brands must listen, understand their audiences to develop a winning formula for growth.
Watch this webinar to hear Santy and NetBase uncover the social insights that matter most for solving critical business problems - from improving campaign performance, driving revenue and even predicting election results.
Topics to be discussed include:
Sharpening your marketing strategy with social analytics
Driving revenue with deep consumer insights
Predicting business outcomes (and election results) with social
Everyone is talking about “Social Business” – but what does it mean and is it just the latest fad? Greater customer satisfaction, more innovation, faster access to knowledge; agile processes delivered via a people-centred organisation. These are just some of the benefits being tantalising promised by the advocates. Why wouldn’t every organisation flock to this vision of an agile, connected, transparent, people-centred and more efficient business?
Hesitation is natural but every day counts in a world where social technology trends develop over weeks. Those at the forefront will gain most. There is only so long a business can wait before it is left behind. Competitors and customers will move on. Attracting new talent will become more difficult; employees become moribund.
So maybe doing nothing is the new business risk?
Course delivered at the Directory of Social Change - www.dsc.org.uk -
Aims: To give participants a basic overview of the different community building tools online (aka Social Networking Sites) and other essential skills to successful online community fundraising.
For: Fundraisers who have little or no experience with using websites like Facebook, LinkedIn, Twitter, Flickr and YouTube for fundraising.
Going Social: Fernie Chamber of Commerce Feb 24Aerin Guy
Going Social: a workshop designed to explore the possibilities of the web and social media for small business. Delivered to a lovely audience at the Fernie Chamber of Commerce on February 24, 2011.
The Good Agency_Integration Afternoon at the IoF 2010 conventionGOOD Agency
Bringing campaigners and fundraisers together to acheive mutual goals and ultimately empower your supporters to act.
Speakers:
* Matthew Sherrington, Director, The Good Agency
* Roger Lawson, Strategy and Planning Director, The Good Agency
* Karen Rothwell, Director of Marketing, RSPB
* Cathy Anderson, Supporter Develeopment Director, Greenpeace
* Jonathan Smith, Head of UK Campaigning, Save the Children
Presentation to the International Council on Active Aging on using social media, websites and other online tools to gather market research and new insights into baby boomers and seniors.
Digital Marketing Masterclass - Alastair BanksHanna Mepstead
Using digital tools to help you source experts, promote and market yourself and your products
The whole ‘business to business’ social media space is in a huge state of flux with new means of getting information on markets and industries and targeting and reaching customers. In this masterclass, we review the latest tools, techniques and platforms, and give you the chance to practice them.
Aegis Reinvention Team: Year One ReviewJason Newport
Summarizes year one of Reinvention Team that grew to more than 300 members under my stewardship. Amazing, willing, young talent doing their thing because they had a stage to do it, and encouragement to bring their personal passions into the workplace and learn to apply them to any scenario -- all about lateral thinking.
7 Methods to Get your Sales and Marketing Teams Aligned InfographicInsideView
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Delivered on 15th March 2012 at Rich Mix in London, The 7 Secrets of Socially Successful Businesses provides insights and actions for small businesses to become Socially Successful in 2012 ... #f7sm #smwldn
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Whether launching a new product or managing a political campaign, marketers and brand managers know that understanding their consumers is the key to success. Social uncovers opportunities for developing meaningful connections with your consumers. But to do this well, brands must listen, understand their audiences to develop a winning formula for growth.
Watch this webinar to hear Santy and NetBase uncover the social insights that matter most for solving critical business problems - from improving campaign performance, driving revenue and even predicting election results.
Topics to be discussed include:
- Sharpening your marketing strategy with social analytics
- Driving revenue with deep consumer insights
- Predicting business outcomes (and election results) with social
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Whether launching a new product or managing a political campaign, marketers and brand managers know that understanding their consumers is the key to success. Social uncovers opportunities for developing meaningful connections with your consumers. But to do this well, brands must listen, understand their audiences to develop a winning formula for growth.
Watch this webinar to hear Santy and NetBase uncover the social insights that matter most for solving critical business problems - from improving campaign performance, driving revenue and even predicting election results.
Topics to be discussed include:
Sharpening your marketing strategy with social analytics
Driving revenue with deep consumer insights
Predicting business outcomes (and election results) with social
Everyone is talking about “Social Business” – but what does it mean and is it just the latest fad? Greater customer satisfaction, more innovation, faster access to knowledge; agile processes delivered via a people-centred organisation. These are just some of the benefits being tantalising promised by the advocates. Why wouldn’t every organisation flock to this vision of an agile, connected, transparent, people-centred and more efficient business?
Hesitation is natural but every day counts in a world where social technology trends develop over weeks. Those at the forefront will gain most. There is only so long a business can wait before it is left behind. Competitors and customers will move on. Attracting new talent will become more difficult; employees become moribund.
So maybe doing nothing is the new business risk?
Course delivered at the Directory of Social Change - www.dsc.org.uk -
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Summarizes year one of Reinvention Team that grew to more than 300 members under my stewardship. Amazing, willing, young talent doing their thing because they had a stage to do it, and encouragement to bring their personal passions into the workplace and learn to apply them to any scenario -- all about lateral thinking.
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1. 5 Steps to Tactical
Social Selling
with Jonathan Catley
and Koka Sexton
2. Webinar Speakers
Jonathan Catley
Digital Content and Marketing Manager to AG Salesworks.
Jonathan has worked for AG Salesworks for two years
assisting other companies in closed loop marketing and
executing strategic B2B sales programs.
@jonathancatley
3. Webinar Speakers
Koka Sexton
Founder of Social Selling University and Director of Social
Media Strategy at InsideView
@kokasexton
4. A word to the wise…
Interact with the Social
Selling Team
Sign up for Social Selling University
Slides and Recording will be
delivered tomorrow
5. Agenda
1. Understanding the Social Selling Basics
2. What Social Selling Tools Should I Use?
3. Social Selling Prospecting
4. Social Selling Nurturing
5. The ROI of Social Selling - Social Selling Case Studies
#socialtalk
6. What is Social Selling?
STEP 1. UNDERSTANDING SOCIAL SELLING
BASICS
7. What is Social Selling?
Today’s buyers are web and social media savvy, they are informed about
your offering – and your competitors’ – and they are starting the sales
process without you.
Through social selling, sales reps use the power of social media to
understand their prospects’ needs, and actively seek the right
person, with the right message at the right time
#socialtalk
8. Who in B2B is on Social Media?
60% of B2B decision makers use social media
75% of B2B buyers will likely use social
media in the purchase process
55% of B2B survey respondents
conduct searches for information on
social media sites
#socialtalk
9. Twitter reaches 1 in 10
What are the global online users
social media
1 in 5 min spent
numbers? online is spent
social networking
Social networking
reaches 82% of
world population
We now create as much information every two days
1.2 billion users
worldwide
#socialtalk did from the dawn of civilization to 2003
as we
ERIC SCHMIDT - FORMER GOOGLE CEO, 2011
10. The Three Pillars of Social Selling
1. Listen
2. Build your brand
3. Know your client
“How about this, lets just call it
selling – but better.”
-Craig Rosenberg
#socialtalk
11. Why calculating social selling ROI is hard
• No clear boundaries between “selling” and “social
selling”
• Many of the social selling tenets are selling best
practices
• Social is not a direct response activity (hard to track)
“What's the financial return on electricity?”
– Andy Rudin; Outside Technologies
#socialtalk
12. Powerful Tools for Executing Social Selling
STEP 2. WHAT SOCIAL SELLING TOOLS
SHOULD I USE?
13. What can InsideView be
used for?
• Lead Generation – Build Lists
• Listening – Create Watchlists of
Your Prospects
• Social Insights
Build targeted
lists of
Prospects!
#socialtalk
InsideView Screenshot
14. What can SproutSocial be
used for?
• Lead Generation – use the
discovery tab to find people
within your network
• Social Analytics – in-depth
analytics of your social network
• Deep Social Insights
SproutSocial Screenshot
#socialtalk
15. What can Hootsuite be used
for?
• Listening – build streams of
specific hashtags and people
• Bulk Scheduler – you can’t be
tweeting all of the time…
• Easy to multi-task with social
media
#socialtalk
Hootsuite Screenshot
16. Where do you find these leads through social selling?
STEP 3. SOCIAL SELLING PROSPECTING
17. Social Prospecting
• Stat: 79% of European and 86% of U.S. online adults engage with social
media. (Source: Forrester)
• Stat: 82% of the world’s online population is reached by social networking
sites, representing 1.2 billion users around the world. (Source: comScore)
• Stat: LinkedIn boasts more than 150 million members, including executives
from all Fortune 500 companies. (Source: LinkedIn)
• Stat: Nearly 1 in every 5 minutes spent online around the world is now
spent on social networking sites. (Source:ComScore)
#socialtalk
18. Social Prospecting
• What is it?
• Stat: Research shows that 35-50% of sales go to the vendor
that responds first. (Source: InsideSales.com)
• Stat: Sirius Decisions states that 70% of the buyers journey is
complete before sales gets involved.
#socialtalk
22. Social Prospecting – DON’Ts
DO NOT BE SALESY!!!
This is an immediate
turnoff to prospects –
establish yourself as a
Company name trusted advisor
Work to engage with
Under no
the prospect – don’t
Name circumstances should
provide a link that will
Provided Link you ever say “RE$ULTS”
lead them to no where
#socialtalk
23. Social Prospecting – DOs
Contact a friendly “On the ground of
customer of yours to intersecting
help with the discussion highways, join hands
with your allies.”
-Sun Tzu
Work to engage with
the prospect.
A prospect will run at
NOT SALESY – answers the first sign of a sales
the question without pitch.
dropping a sales line
#socialtalk
24. Social Prospecting - Twitter
• Lists
• Prospects, Customers, Competitors, Companies (grouped with
all employees)
• Keyword searches
• Monitor for Trigger Events
#socialtalk
26. Now that I am engaged, how do I nurture the lead?
STEP 4. SOCIAL SELLING NURTURING
27. Social Nurturing
• You are a Customer advocate
• Initiate Conversation
• Expert in your field
• Utilize multiple internal departments
for external dialogue (R&D, customer
service, human resources, product
management, and marketing)
#socialtalk
31. Social Nurturing
“When I first started tweeting, I had no brand recognition; no one knew who I was.
To build my brand, I started creating conversations around what I cared passionately
about: wine. I used Search.Twitter (called Summarize.com back then) to find
mentions of Chardonnay. I saw that people had questions, and I answered them. I
didn’t post a link to WineLibrary.com and point out that I sold Chardonnay.
If people mentioned that they were drinking Merlot, I gave them my Merlot
recommendation, but I didn’t mention that they could buy Merlot on my website. I
didn’t try to close too early, like a nineteen-year-old guy; I made sure to invest in the
relationship first.
Eventually, people started to see my comments and think, “Oh hey, it’s that
Vaynerchuk guy; he knows Chardonnay. Oh cool, he does a wine show – let’s take a
look. Hey, he’s funny. I like him; I trust him. And check it out: he sells wine, too. Free Gary Vaynerchuk
shipping? Let’s try a bottle of that…” The Thank You Economy
That’s what caring first, not selling, first looks like and that’s
how I built my brand.”
#socialtalk
32. Real Social Selling case studies with real results
STEP 5. THE ROI OF SOCIAL SELLING
33. Social Selling from Shenzhen City
“If you can’t make money on LinkedIn, you’re deaf,
dumb and blind.” – James Filbird
• James Filbird, owner of an international trading company called JMF
International Trading Group in China
• No marketing budget – turned to LinkedIn
• Filbird spent 1-2 hours daily building his network through LinkedIn
Groups
• Used LinkedIn to develop his network and leads through connections
and LinkedIn Groups
• Filbird grew his company to $5 million in annual revenue and finds 75%
of his business via LinkedIn
#socialtalk
34. ecycler.com Uses Social Selling with Twitter
to Eliminate Cold Calling
“We were reaching people when they wanted to be reached, when they want to
have a conversation = not when we wanted to have a conversation.”
-Craig Robertson, co-founder and CEO of ecycler.com
• Founded in 2009, ecycler is an Internet-age spin-off of the cash-for-cans concept – “One man’s trash is
another man’s treasure.”
• No marketing budget with a very specific targeted audience – originally spent a lot of time cold calling or
direct emailing with very poor results
• The founders decided to build awareness among businesses and individuals through social media –
mainly Twitter
• On average the company lands one meeting per week with potential partners through Twitter
• In a 3-month challenge, ecycler.com added 151 collectors and 623 discarders
#socialtalk
35. Using Hootsuite to Become a Trusted Advisor -
Why Doctors are Tweeting During Surgery
“I think it’s a unique opportunity to explore innovative
ways to communicate with patients and alleviative fears
they may have about joint-replacement surgery,”
-Dr. Wallskog
• Dr. Joel Wallskog, an orthopedic surgeon at Aurora Health
Care used Live Tweeting while conducting orthopedic
surgery
• Established themselves as thought leaders and trusted
advisors in the industry
• 15% conversion rate from lead to customer using live
Customer
Tweeting during orthopedic surgery
#socialtalk
http://www.socialsellingu.com/blog/why-doctors-are-tweeting-during-surgery/
36. Sales reps that achieved their quota over the
last calendar or fiscal year:
Sales Reps that use Social Selling
79%
Industry Average
43%
Sales Reps that DID NOT use Social Selling
15%
#socialtalk
"Social Selling: Best-in-Class Targeting of the Right Message, at the Right
Time, for the Right Person" Aberdeen Group; 2012.