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20110923

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20110923

  1. 1. Selling Social<br />
  2. 2. Hearing what’s needed<br />Active listening<br />
  3. 3. Client Intention<br />Our clients have different levels of experience and understanding…<br />I know I need a social media program but have little experience<br />I know I need a social media program and have experience<br />Experience<br />I am considering a social media program but have little experience<br />I am considering a social media program and have experience<br />Commitment<br />
  4. 4. Client Intention<br />First, we need to determine where they are at…<br />I know I need a social media program but have little experience<br />I know I need a social media program and have experience<br />WHERE ARE YOUR CLIENTS TODAY?<br />Experience<br />I am considering a social media program but have little experience<br />I am considering a social media program and have experience<br />Commitment<br />
  5. 5. Who is your client?<br />Then, we establish their primary objectives… <br />
  6. 6. Social Media Strategists<br />Because as strategists, we can deliver…<br />Source: Altimeter Group, 2011<br />6<br />
  7. 7. Successful Work with Ogilvy Partners<br />If not on our own, then with the help of our Ogilvy counterparts<br />
  8. 8. [PHOTO HERE]<br />Actions speak louder…<br />Living the ‘cycle’<br />
  9. 9. Selling Moments<br />We should be selling at every step of the way…<br /><ul><li>Continuous Learning
  10. 10. Educational Presentations</li></ul>CULTIVATING<br /><ul><li>Present Capabilities
  11. 11. Respond RFI/RFP
  12. 12. Deliver SOW/Proposal
  13. 13. Idea
  14. 14. Scope</li></ul>RESPONDING<br />CLOSING<br /><ul><li>Deliver Early Success
  15. 15. Deliver Business Impact
  16. 16. Continuous Learning</li></li></ul><li>The Cycle of Selling<br />…but how do we do this?<br />Responding<br />Cultivating<br />Closing<br />
  17. 17. Tips for Cultivating<br />We start by sharing knowledge and resources…<br /><ul><li>Send whitepapers
  18. 18. Send single slides of key data
  19. 19. Write and send a blog post
  20. 20. Invite them to events like WOMMA
  21. 21. Offer training workshops/seminars (paid vs. investment)</li></li></ul><li>Tips for Responding<br />This is followed by displaying our capabilities…<br /><ul><li>Demonstrate Conversation Impact
  22. 22. Do a small Conversation Map including Consumer Intent Modeling sample
  23. 23. Show a few Influencer profiles & segmentation graphic
  24. 24. Demonstrate the Engagement Framework
  25. 25. Show search ranking for thought leadership topics</li></li></ul><li>Tips for Closing<br />Finally, we raise their confidence level and propose a plan of action<br /><ul><li>Every project plan starts with business objective and communication goals (what we deliver)
  26. 26. “Right-size” the Digital Influence Strategy elements
  27. 27. Always respond within 24 hours
  28. 28. Offer pilot programs with near-term results
  29. 29. Answer their driving concerns</li></li></ul><li>Understand how to sell<br />Three ways to succeed<br />
  30. 30. 1. Practice “active listening”<br />Determine client concerns and desires…<br />
  31. 31. 2. “Map” client intentions and respond<br />Decide upon an appropriate response for each item…<br />Save money<br />Increase sales<br />Reduce risk<br />Boost awareness<br />Become Influential<br />Learn Social Media<br />Intention<br />Response<br />
  32. 32. 3. Live the “Cycle of Selling”<br />Cultivate your relationship, respond to new issues, and close <br />Cultivating<br />Responding<br />Closing<br />
  33. 33. And now…<br />The hot seat<br />
  34. 34. Client Concerns<br />What they say<br />What they mean<br />How MANY BLOG POSTS WILL THIS GENERATE?<br />Is it going to work and how will we measure success?<br />
  35. 35. Client Concerns<br />What they say<br />What they mean<br />If share of voice is 60% and favorability is 90% can I expect to convert 50% of my target?<br />Is this actually going to translate into an increase in sales?<br />
  36. 36. Client Concerns<br />What they say<br />What they mean<br />I WANT TO USE SOCIAL MEDIA TO DRIVE TRAFFIC TO MY NEW WEBSITE<br />I need to raise awareness of our new campaign<br />
  37. 37. Client Concerns<br />What they say<br />What they mean<br />I don’t know much about that whole online thing, but I want to try to be innovative and do things we haven’t done before<br />LET’S DO SOMETHING WITH QUORA! <br />
  38. 38. Client Concerns<br />What they say<br />What they mean<br />I don’t fully trust your local credentials yet!<br />DO YOU HAVE PEOPLE IN CHINA?<br />
  39. 39. Client Concerns<br />What they say<br />What they mean<br />SOCIAL MEDIA IS UNCONTROLLABLE, I DON’T WANT TO BE THE NEXT HORROR STORY<br />I’m not familiar with social media and a bit afraid of using it. I need your help!<br />
  40. 40. Client Concerns<br />What they say<br />What they mean<br />What you’ve proposed seems too ambitious for our brand RIGHT NOW<br />I don’t want to risk my career or: I don’t have the budget<br />
  41. 41. Client Concerns<br />What they say<br />What they mean<br />WHAT WILL THE SOCIAL MEDIA ROI BE ON MY CAMPAIGN?<br />I need to answer to my superiors and they need to see tangible results!<br />
  42. 42. Thank you!<br />

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