Wheaton business innovation center social media 051211
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Applied frameworks from the Social Media Academy to create high impact social media-enabled sales strategies.
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Wheaton business innovation center social media 051211
- 1. DEMYSTIFYING SOCIAL MEDIAHOW TO USE IT THE RIGHT WAY TO POWER YOUR SALES PROCESSWheaton Business Innovation Center/ May 12, 2011Andrew Rudin,Managing Principal, Outside Technologies, Inc.Certified Social Media Strategistwww.outsidetechnologies.com703.371.1242 (mobile)arudin@outsidetechnologies.comwww.xeesm.com/andyrudin
- 2. Thank you for taking time from your day to be here!
- 4. Social Selling (Sales2.0) Strategies and best practices
- 5. If I took time out of my day to attend this meeting, which outcomes or results would be most important to me? Know how to solve a persistent problem or challenge in a new way Strategies and tactics that provide me a competitive advantage Skills I can apply to a broad range of selling situations
- 6. Key Problem to Solve How to create and execute sales strategy in a changing social, technological, and communications landscape.
- 7. Key Questions to ask What value must sales contribute to my (our) organization? What must occur in order for that to happen? How can I connect emerging strategic opportunities with day-to-day operations? How do I learn about specific consumers' desires, skills, and behaviors such that I can help create better products and buying experiences for them? What changes do we need to make in the way we manage our human capital? Are we prepared for working across cultures and time zones in a seamless global network?
- 8. Opportunities and Risks Trust and Rapport Build rapport Build trust Be credible Listen and understand Be transparent (open) Accessibility Build community (reach) Be approachable (findable) Connect with individuals (engagement) Value Be valuable Advocate, persuade, and enable others to do so Be current (information flow) Be clear Be different Appeal to ego and emotion
- 9. Without Strategy and Context, Social Media is not worth the effort!
- 18. Social Media Strategy Models http://www.socialmedia-academy.com/index.php/resources/methodologies/
- 29. Avoid these pitfalls . . . You can NOT “automate” your customer communication through social media Social media is NOT just another channel to blast out your message You can’t outsource the “social media thing” because you cannot outsource your relationships If you have no time to personally and individually engage with your customers, partners and influencers, social media is completely useless, maybe even counter productive Thinking tactically, not systematically . . .
- 31. Let your connections know on what other places and spaces you are active
- 32. Always Tweet or otherwise communicate about everything you post or comment on
- 33. Always use a signature on your posts and comments
- 34. Put your social web connections in your email signature
Editor's Notes
- Become “barking dog” excited about discovery and asking questions!
- Outside Technologies provides selling strategy services to technology firms. We specialize in managing selling risks—effectively enabling companies to see the potholes in the sales road ahead—before driving through them.)
- List only! What’s missing? Timelines, embeddedness, dependencies . . .
- Others: print collateral?
- Source: http://www.socialmedia-academy.com/index.php/resources/methodologies/4-Quadrant MethodologyAnalyze and understand your market from a social point of viewThe first strategic step is to create an assessment to learn where a respective ecosystem is. Our four quadrant assessment methodology includes the following groups:- Customer mapping and field assessment- Brand analysis- Partner and alliance analysis- Competition analysis (the big one, because it can include all three other quadrants for each competitor!) The assessment concerns about where people are in the social web, sentiment analysis, key interests and reflections.Look for: PEOPLE (!), topics, challenges, frustrations, excitement, issues. Then find out influencers, create a factual analysis, and provide some initial thoughts. Be prepared for names, feedback, issues, insight, and placesNCPNetwork – Contribution – Participation :each one is measurable through online analytics!Network provides the reach: Bigger is not necessarily better. connections, followers, ‘friends’ . . . Geographic spread, topic diversity. Understand the value your network provides to you and the value you provide to your network.Contribution is the active engagement and content contribution over such networks: knowledge and experience, information, commentsParticipation is the positive or negative reflection of the contribution and the actual conversation. Conversation is the currency in social media. Measured by views, comments, sentiments, ‘favorites and likes’StrategyThe Social Media Academy Strategy FrameworkUnlike the traditional top down corporate strategies, developed in a small group and then rolled out to the market – hoping it works out, the social strategy framework of the Social Media Academy suggests integrating key constituencies of a market into the strategy development. The strategy is based on six (hexagon) core elements:GoalsWhat is the strategy’s goal –what is completion?MissionWhat are you going to do to achieve this goalsBenefitsHow will your ecosystem and the company benefit from that strategy? What are the actual improvements?ResourcesParticipants, influencer & LeadershipActions / MethodsWhat are the actionable items of your strategy?What are you really going to do to make it happen?What will change (before –after analysis)?ReportingHow do we measure progress and success AdvocacyThe Social Media Advocacy StrategyThere are many possible goals and objectives, a business may like to achieve with social media. The overarching objective however should be measurable customer advocacy. As the majority of purchase decisions are so called “recommendation based purchase decisions”. Advocacy is the core of a recommendation.
- Impact, as defined by Twitalyzer, is a combination of the following factors:The number of followers a user hasThe number of unique references and citations of the user in TwitterThe frequency at which the user is uniquely retweetedThe frequency at which the user is uniquely retweeting other peopleThe relative frequency at which the user posts updates