The document discusses the importance of the Social Selling Index (SSI) as a measurement tool for social selling effectiveness among sales professionals, highlighting its components such as creating a professional brand and engaging with insights. Evidence shows that those with higher SSI scores generate more opportunities and demonstrate improved engagement with decision makers, resulting in greater revenue. The document emphasizes the significance of measurement and accountability in driving social selling adoption and success, particularly within Microsoft and compared to competitors.

1. Lauren Mullenholz
Insights Leader
LinkedIn
The Science of Social Selling:
Measuring adoption and results with LinkedIn
Philip Amato
Marketing Communications
Manager at Microsoft
Brian Galicia
Director, Technical Sales
Microsoft Dynamics CRM
#salesconnect

2. How have others seized the opportunity?
MeasurementEducationExec Alignment

3. SOCIAL
Success Stories
Social SelIing Index
(SSI)
ADOPTION
Pipeline & Revenue
ROI

4. Freshman Sophomore Junior Senior
2.8GPA
3.0GPA
3.2GPA
3.5GPA

5. Social SelIing Index Defined

6. Social selling index
0
25
50
75
100
Laggards Leaders
Your Score
82

7. The components of social selling
Create a
professional
brand
Find the
right
people
Engage with
insights
Build strong
relationships
100

9. The components of social selling
Create a
professional
brand
Find the
right
people
Engage with
insights
Build strong
relationships
100

10. The impact of SSI
New clients
Meetings secured
Opportunities generated
Source:
LinkedIn Social Selling & Sales Performance Study, October 2014 . Compares high SSI sales professionals defined as SSI above 70 to low SSI sales professionals
below 30. Only based on the subset who attribute generating an opportunity via LinkedIn.

11. How do we really look?

13. It’s lonely at the top
46.7%
51.9%
0-20 21-69 70+
SSI distribution for all sales professionals
1.4%
Sources:
All Sales Professionals according to Linkedin as of Aug 2015, current SSI average
.

14. Social sellers are trending up globally
Aug 2014 Aug 2015
21.2
28.2
+33%
Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014

15. ANZ
30.03
ASIA
24.1
EMEA
27.9
LATAM
21.2
NAMER
30.05
SSI By GEO
Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014

16. ANZ
+33%
ASIA
+36%
EMEA
+34%
LATAM
+46%
NAMER
+29%
SSI By GEO
Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014

17. Tech and Professional Services lead
0 5 10 15 20 25 30 35 40
Retail & Consumer Products
Manufacturing/Industrial
Aero/Auto/Engineering
Government/Education/Non-profit
Healthcare & Pharmaceutical
Financial Services & Insurance
Oil & Energy
Professional Services
Tech, Telecom, & Media
Aug 15 Aug 14Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014

18. Laggard industries are gaining quickly this year
0 5 10 15 20 25 30 35 40
Retail & Consumer Products
Manufacturing/Industrial
Aero/Auto/Engineering
Government/Education/Non-profit
Healthcare & Pharmaceutical
Financial Services & Insurance
Oil & Energy
Professional Services
Tech, Telecom, & Media
Aug 15 Aug 14
+37%
+37%
+43%
Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014

19. The
Chasm
Early Majority Late Majority LaggardsInnovators and
Early Adopters
Social Selling
‘12-’14 ’18-’19 ’20+’16-’17
Tech/Media
Professional Services
Retail, Auto,
Manufacturing
34
2015
21
2015

20. SMBs show greater social selling adoption
27.1
27.9
30.5
Enterprise Mid-Market SMB
Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014

21. 27.1
27.9
30.5
Enterprise Mid-Market SMB
SMBs show greater social selling adoption
+32%
+32%
+34%
Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014

22. The
Chasm
Early Majority Late Majority LaggardsInnovators and
Early Adopters
Social Selling
‘12-’14 ’18-’19 ’20+’16-’17
SMB
ENT, Mid Market
31
2015
27
2015

23. Globally there’s room on the adoption curve
All Sales Professionals
Median: 22
SC Attendees
Median: 64
0 100
#ofSalesprofessionals
SSI score
Sources:
Aug 2015, All Sales Professionals according to LinkedIn compared to Sales Connect Attendees

24. Leaderboard
1 96
2 95
3 95
4 95
5 94
6 94
7 93
8 93
9 93
10 92
Lindsey Boggs
Darren Marble
Courtney Friedman
Paul Ratner
Jake Reni
Frannie Danzinger
Chris Keneally
Kevin Tully
Gabe Faraone
Shane Oren
Sources:
SSI score as of October 2, 2015.

25. 56.1
MSFT Social
Sellers
25.7
35.8
43.1
45.2
56.0
Company A Company B Company C Company D Company E
Microsoft overall SSI compared to competitors
Sources:
Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average

26. 19%
39%
36%
6%
1%
17%
66%
15%
0%
10%
20%
30%
40%
50%
60%
70%
0 - 20 21 - 45 46 - 69 70 +
2.5xmore than competition
Microsoft’s journey: creating a competitive advantage
SSI Range
MSFT Social Sellers
MSFT Competition
Sources:
Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average

27. Ahead of the competition in all SSI components
1.2xEstablish a
professional
brand
1.2xFinding the right
people
1.7xEngaging with
insights
1.5xEstablishing
relationships
Sources:
Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average

28. From SSI to outcomes
+34%
Profile views
from
decision
makers
+74%
Decision
maker
connections
Microsoft vs. competitors…
Sources:
Aug 2014 to Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, no cohort.

29. Inbound profile views and connections at target
accounts are predictive of success
Opportunity creation
Close rate
Deal size
+

32. Leading by example to drive social selling behavior

33. Ensure that reps represent themselves well and
connect to their customers

34. Ensure sellers are connected with customer contacts

35. How we got there
SSI was first used to measure adoption of social

36. Microsoft Non-Social Sellers Microsoft Social Sellers
Our SSI trajectory
+7.8
+11.5
1.5xhigher
Sources:
Microsoft internal analysis
.

37. 40
50
60
MSFT Social Sellers
Our journey and program timeline
Worldwide
kick-off
Launched
CRM system
with SSI
Mid year
review with
social selling
Aug 2014 Aug 2015
Sources:
Aug 2014 to Aug 2015, Microsoft Sales Navigator Users, Cohort – Aug 2014

38. Resources, education, and accountability have been
critical to drive adoption
Resources
Coaching &
education
Accountability

39. Social sellers have moved along the distribution curve
Microsoft Social Sellers SSI
NumberofSocialSellers
Pre SSI
Aug 15 SSI
Pre- SSI
Median: 48
Current SSI
Median: 56 Julie Ovadia- Sr. Director
SSI: 5 to 62
Sources:
Aug 2015, Microsoft Sales Navigator Customers, Pre SSI is the score prior to onboarding with Sales Navigator, while Aug 2015 is the SSI score as of Aug 2015 for all Microsoft Sales Navigator users

40. Opportunity impact for high SSI sellers
Low engaged High engaged
+38%
30.3
41.8
# of Opportunities
Sources:
Aug 2014 to Aug 2015, Microsfot Sales Navigator Users, Cohort of users who on boarded prior to Aug 2014

41. We saw a direct relationship between SSI and
opportunity growth
For every
10
SSI point
increase
4.3
More
opportunities
=
Sources:
Microsoft internal analysis
.

42. SSI leaders have increased connectivity and account penetration
IT Decision Makers
70+ SSI
+79%
More decision maker
connections than non-social
sellers
Business Decision Makers
Sources:
Microsoft internal analysis
.

43. Sales Navigator users are generating 1.7x the number
of opportunities & revenue
1.7xMore opportunities &
revenue on average
1.9x
2.3x
3.0x
Enterprise &
Partner Group
Corporate Group
Public Sector
1.5x
1.2x
5.0x
$
Opportunities Revenues
Sources:
LinkedIn & Microsoft CRM Analysis – Fiscal Year 2015, US Subsidiary Only. October 2015

44. SSI = KPI for social selling program
SSI

45. Lessons learned from the journey
Measurement is king
Accountability
Enablement

46. You can’t change what you don’t measure
SSI matters and accountability is key
Celebrate success

47. ©2015 LinkedIn Corporation. All Rights Reserved.