In their BlogWell Dallas presentation, Texas Instrument's Worldwide Manager of Community & Social Media, Aimee Kalnoskas, and Worldwide Community Program Manager, Forrest Lymburner, share how they use community as an integrated part of their sales strategy. Watch the video of this presentation here: https://vimeo.com/38196399

1. The Big Social 2011

2. Integrating Community into Sales Strategy
A Case Study of Texas Instruments
Aimee Kalnoskas – WW Manager Community & Social Media
Forrest Lymburner – WW Community Program Manager
January 24, 2012

3. Who is ?

4. Understand
Amplify
Integrate
The Big Social 2011

5. The Big Social 2011

6. What We Asked Ourselves?
• How did we sell?
• What was the process?
• How are our sales forces organized?
• Where are the sales offices?
• Did we have any central
sales/support?
• What tools was our field using?
• Who were our largest customers?

7. What We Found
 Déjà-vu  Lost  Old Way of
Email was Treasure Thinking
King

8. Integrate
The Big Social 2011

9. Construction Began…
• Emphasis on make it
“part of” and not “extra”
• We strived to become an
integrated part of our
sales processes
• We realized if we became
too much “extra work” we
would fail out of the gate

10. What We Implemented
 Started  Launched  Wrote a
an external story…
with pilot with a
internal started
handful of
first product telling the
focusing segments… story…
on field to just those selling the
factory who were “idea”
willing to
support experiment

11. What We Learned
• Social Media is
scary
• Solve a problem
…use the
gratitude
• Use the
momentum
• Never Stop
Selling!

12. The Big Social 2011

13. Sell It!
If you build
it, they will
come… doesn’t
work The Big Social 2011

14. We Started Rewarding
• Field Motivation…
Money and Recognition
• Recognized our
advocates and early
adopters
• Encouraged
competition
• Physical and virtual
awards programs

15. What We Implemented
 Combined  Expanded  Rolled our
our internal the pilot to social
& external include the media
sites into entire principles
one business and our
conversation
agent
training

16. How We Took it Global
In the beginning… Where we are today…
• We Cookie Cutter’ed • We learned you can’t
assume
• Launched from Central
to the Regional • Cookie cutter didn’t work
• Launched three • We realized field sales is
regional communities different regionally
• We are now trying to
create programs within
the region, by the
region, for the region

17. Aimee Kalnoskas
aimee@ti.com
Forrest Lymburner
f-lymburner@ti.com
The Big Social 2011