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Social Selling Action Plan

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This new how-to guide from We Are Social and Hootsuite helps organisations and individuals get started on their social selling journey.

Published in: Sales

Social Selling Action Plan

  1. 1. #HootConnect • @eskimon & @HootsuiteAPAC • 1& AN ACTION PLAN FOR SOCIAL SELLINGPREPARING FOR EFFICIENT, EFFECTIVE & COMPELLING CUSTOMER ENGAGEMENT SIMON KEMP • we are social • JULY 2017
  2. 2. #HootConnect • @eskimon & @HootsuiteAPAC • 2& SIMON KEMP @eskimon
  3. 3. #HootConnect • @eskimon & @HootsuiteAPAC • 3&
  4. 4. #HootConnect • @eskimon & @HootsuiteAPAC • 4& TODAY 1. CONTEXT: THE STATE OF DIGITAL 2. THE RATIONALE FOR SOCIAL SELLING 3. PLANNING FOR SOCIAL SELLING SUCCESS 4. MARKETING’S ROLE IN SOCIAL SELLING 5. A SOCIAL SELLING PLAN FOR SALESPEOPLE 6. OPERATIONAL CONSIDERATIONS 7. MEASURING SOCIAL SELLING ACTIVITIES
  5. 5. #HootConnect • @eskimon & @HootsuiteAPAC • 5& CONTEXT
  6. 6. #HootConnect • @eskimon & @HootsuiteAPAC • 6& MORE THAN 1.5 BILLION PEOPLE OF WORKING AGE IN APAC USE SOCIAL MEDIA EACH MONTH Sources: Facebook; Tencent; U.S. Census Bureau
  7. 7. #HootConnect • @eskimon & @HootsuiteAPAC • 7& 5 IN 6 C-LEVEL EXECS USE SOCIAL MEDIA TO INFORM THEIR B2B BUYING DECISIONS Source: IDC, “Social Buying Meets Social Selling”
  8. 8. #HootConnect • @eskimon & @HootsuiteAPAC • 8& AS A RESULT, SOCIAL SELLING IS ONE OF THE MOST VALUABLE OPPORTUNITIES IN DIGITAL
  9. 9. #HootConnect • @eskimon & @HootsuiteAPAC • 9& BUT WHAT IS SOCIAL SELLING?
  10. 10. #HootConnect • @eskimon & @HootsuiteAPAC • 10& Social selling is the process of building and nurturing one-to-one relationships that enable a more efficient and effective sales cycle. “
  11. 11. #HootConnect • @eskimon & @HootsuiteAPAC • 11& !
  12. 12. #HootConnect • @eskimon & @HootsuiteAPAC • 12& SOCIAL SELLING IS NOT ABOUT DRIVING ONE- OFF SALES WITH ‘DIRECT RESPONSE’ ACTIVITIES
  13. 13. #HootConnect • @eskimon & @HootsuiteAPAC • 13& IT’S ABOUT DELIVERING RECURRING VALUE BY NURTURING ENDURING RELATIONSHIPS
  14. 14. #HootConnect • @eskimon & @HootsuiteAPAC • 14& SOCIAL SELLING
  15. 15. #HootConnect • @eskimon & @HootsuiteAPAC • 15& RATIONALE & BENEFITS
  16. 16. #HootConnect • @eskimon & @HootsuiteAPAC • 16& SOCIAL SELLING CAN ADD VALUE AT EVERY STEP OF AN ORGANISATION’S SALES JOURNEY
  17. 17. #HootConnect • @eskimon & @HootsuiteAPAC • 17& ADDING VALUE THROUGHOUT THE JOURNEY SOCIAL LISTENING CAN IDENTIFY VALUABLE NEW CUSTOMERS AND SALES OPPORTUNITIES CONTENT MARKETING INSPIRES CUSTOMERS TO CONTACT THE BRAND AT CRITICAL VALUE MOMENTS IDENTIFYING PROSPECTS INBOUND LEAD GENERATION SOCIAL LISTENING CAN REVEAL SPECIFIC CUSTOMER ENGAGEMENT OPPORTUNITIES CONTEXTUAL OUTREACH FACILITATES THE MOVE FROM ONE-OFF SALES TO ONGOING MUTUAL VALUE CREATION CRM & CLTV MANAGEMENT
  18. 18. #HootConnect • @eskimon & @HootsuiteAPAC • 18& SOCIAL SELLING BUILDS LONG-TERM BRAND EQUITY AND DRIVES SHORT-TERM SALES
  19. 19. #HootConnect • @eskimon & @HootsuiteAPAC • 19& CRITICALLY, SOCIAL SELLING ADDS VALUE TO THE ORGANISATION’S BOTTOM LINE
  20. 20. #HootConnect • @eskimon & @HootsuiteAPAC • 20& DOING THE RIGHT THINGS OPTIMISED ACTIVITIES ARE MORE LIKELY TO CONVERT TO SALES DOING THOSE THINGS RIGHT TARGETED ACTIVITIES REDUCE THE COSTS OF DELIVERING THOSE SALES EFFECTIVENESS EFFICIENCY SOCIAL SELLING DELIVERS A ‘DOUBLE-WHAMMY’ &
  21. 21. #HootConnect • @eskimon & @HootsuiteAPAC • 21& PLANNING FOR SUCCESS
  22. 22. #HootConnect • @eskimon & @HootsuiteAPAC • 22& SOCIAL SELLING IS A MULTI-TEAM EFFORT, SO BREAKING DOWN SILOES IS ESSENTIAL
  23. 23. #HootConnect • @eskimon & @HootsuiteAPAC • 23& 5 STEPS
  24. 24. #HootConnect • @eskimon & @HootsuiteAPAC • 24& #1: IDENTIFY YOUR ORGANISATIONAL GOALS, AND SET S.M.A.R.T. OBJECTIVES AND TARGETS
  25. 25. #HootConnect • @eskimon & @HootsuiteAPAC • 25& #2: IDENTIFY THE HIGHEST-VALUE NEEDS OF YOUR CUSTOMERS AND PROSPECTS
  26. 26. #HootConnect • @eskimon & @HootsuiteAPAC • 26& #3: IDENTIFY YOUR OWN ORGANISATIONAL IMPERATIVES (E.G. LAUNCHES, REBRANDING)
  27. 27. #HootConnect • @eskimon & @HootsuiteAPAC • 27& #4: TRANSLATE CUSTOMER & INTERNAL NEEDS INTO OVERARCHING ‘BRAND NARRATIVES’
  28. 28. #HootConnect • @eskimon & @HootsuiteAPAC • 28& EXAMPLES OF ‘BRAND NARRATIVES’ STATISTICS AND DATA THAT MARKETERS NEED TO MAKE DECISIONS TRACKING CHANGES IN TECHNOLOGY AND CONSUMER BEHAVIOUR DATA REPORTS TRENDS AND FORECASTING ADVICE AND GUIDANCE ON HOW TO TACKLE COMMON CHALLENGES HOW-TO GUIDES
  29. 29. #HootConnect • @eskimon & @HootsuiteAPAC • 29& #5: IDENTIFY SOCIAL SELLING KPIS AND AN ASSOCIATED MEASUREMENT APPROACH
  30. 30. #HootConnect • @eskimon & @HootsuiteAPAC • 30& NOTE: MEASUREMENT PLANS ARE DEPENDENT ON YOUR SPECIFIC OBJECTIVES AND CONTEXT
  31. 31. #HootConnect • @eskimon & @HootsuiteAPAC • 31& NEXT, AGREE SOCIAL SELLING ROLES AND RESPONSIBILITIES ACROSS DIFFERENT TEAMS
  32. 32. #HootConnect • @eskimon & @HootsuiteAPAC • 32& MARKETING
  33. 33. #HootConnect • @eskimon & @HootsuiteAPAC • 33& SOCIAL SELLING DOESN’T REPLACE CONTENT MARKETING; IT ADDS DISTINCT NEW VALUE
  34. 34. #HootConnect • @eskimon & @HootsuiteAPAC • 34& ASSETS DESIGNED FOR SHARING WITH BROADER AUDIENCES VIA THE BRAND’S DIGITAL PROPERTIES ASSETS DESIGNED TO HELP SALES TEAMS ENGAGE IN ONE-TO-ONE INTERACTIONS VIA THEIR OWN SOCIAL PROPERTIES CONTENT MARKETING SOCIAL SELLING TWO DISTINCT TYPES OF ASSET VS
  35. 35. #HootConnect • @eskimon & @HootsuiteAPAC • 35& EMPLOYEE SHARING vs. BRAND SHARING WE’RE 3 TIMES MORE LIKELY TO TRUST CONTENT SHARED BY PEOPLE WE KNOW THAN CONTENT SHARED BY BRANDS WE’RE 8 TIMES MORE LIKELY TO ENGAGE WITH CONTENT SHARED BY EMPLOYEES THAN CONTENT SHARED BY BRANDS 3x 8x WE’RE 24 TIMES MORE LIKELY TO RE-SHARE CONTENT SHARED BY EMPLOYEES THAN CONTENT SHARED BY BRANDS 24x LEADS GENERATED BY EMPLOYEES CONVERT 7 TIMES MORE FREQUENTLY THAN OTHER KINDS OF LEADS 7xMORE TRUSTWORTHY MORE ENGAGING MORE LIKELY TO SHARE BETTER CONVERSION Sources: Nielsen; Smarp; Technerati; LinkedIn
  36. 36. #HootConnect • @eskimon & @HootsuiteAPAC • 36& YOUR SOCIAL SELLING ASSETS WILL BE SHARED BY SALESPEOPLE, NOT BY BRAND MARKETERS
  37. 37. #HootConnect • @eskimon & @HootsuiteAPAC • 37& DESIGN SOCIAL SELLING ASSETS TO ADD VALUE TO YOUR SALESPEOPLE’S ACTIVITIES
  38. 38. #HootConnect • @eskimon & @HootsuiteAPAC • 38& BUT HOW DO YOU KNOW WHAT WILL ADD THE GREATEST VALUE?
  39. 39. #HootConnect • @eskimon & @HootsuiteAPAC • 39& #1: UNDERSTAND THE VALUE THAT YOUR CUSTOMERS AND PROSPECTS WANT
  40. 40. #HootConnect • @eskimon & @HootsuiteAPAC • 40& USE SOCIAL LISTENING ACROSS YOUR VARIOUS AUDIENCES TO INFORM THIS STEP
  41. 41. #HootConnect • @eskimon & @HootsuiteAPAC • 41& #2: UNDERSTAND THE OUTCOMES THAT YOUR SALESPEOPLE WANT
  42. 42. #HootConnect • @eskimon & @HootsuiteAPAC • 42& BENEFITS TO INDIVIDUAL SALESPEOPLE QUICKER AND EASIER DELIVERY OF MORE FREQUENT AND HIGHER- VALUE OUTCOMES THE CHANCE TO GAIN VISIBILITY, VALIDATION AND RECOGNITION FOR WORK, INTERNALLY & EXTERNALLY DELIVERY OF KPI OUTCOMES PROFESSIONAL RECOGNITION BUILDING A STRONGER PROFESSIONAL IDENTITY THROUGH THOUGHT LEADERSHIP & NETWORKS PERSONAL BRANDING USING A COMBINATION OF THESE BENEFITS TO DEMONSTRATE VALUE AND SECURE PROMOTION CAREER PROGRESSION
  43. 43. #HootConnect • @eskimon & @HootsuiteAPAC • 43& #3: DESIGN ASSETS TO SATISFY THESE NEEDS AND BUILD BRAND CONSISTENCY AND EQUITY
  44. 44. #HootConnect • @eskimon & @HootsuiteAPAC • 44& DIFFERENT TYPES OF VALUABLE CONTENT FACTS AND NEWS THAT HELP PEOPLE MAKE NEW OR BETTER DECISIONS THAT THEY CARE ABOUT EXPERIENCES THAT ATTRACT PEOPLE’S ATTENTION & ENGAGE THEIR EMOTIONS INFORMATION ENTERTAINMENT CONTENT THAT HELPS PEOPLE BELIEVE IN THEMSELVES AND TRY NEW THINGS INSPIRATION RESOURCES THAT HELP PEOPLE ACQUIRE NEW SKILLS OR ENHANCE THEIR CAPABILITIES EDUCATION
  45. 45. #HootConnect • @eskimon & @HootsuiteAPAC • 45& DESIGN CONTENT FOR DIFFERENT CONTEXTS SMALL, STANDALONE CONTENT DESIGNED TO MAXIMISE BREADTH CONTENT ELEMENTS THAT CAN BE COMBINED TO TELL DIFFERENT STORIES DANDELION SEEDS BUILDING BLOCKS ‘LEITMOTIF’ CONTENT THAT TELLS A SIMILAR STORY IN NEW WAYS OVER TIME RECURRING REINFORCEMENT
  46. 46. #HootConnect • @eskimon & @HootsuiteAPAC • 46& SALES
  47. 47. #HootConnect • @eskimon & @HootsuiteAPAC • 47& THERE’S A SIMPLE PROCESS TO HELP SALESPEOPLE HARNESS SOCIAL SELLING TOO
  48. 48. #HootConnect • @eskimon & @HootsuiteAPAC • 48& #1: CLARIFY YOUR INDIVIDUAL KPIS, AND MAP OUT CHALLENGES YOU NEED TO OVERCOME
  49. 49. #HootConnect • @eskimon & @HootsuiteAPAC • 49& #2: IDENTIFY THE OPTIMUM CHANNEL MIX FOR YOUR SPECIFIC SOCIAL SELLING GOALS
  50. 50. #HootConnect • @eskimon & @HootsuiteAPAC • 50& SELECTING THE RIGHT CHANNELS FOR YOU THE ABILITY TO REACH A VARIETY OF CUSTOMERS AND PROSPECTS ON A TIMELY & REGULAR BASIS THE ABILITY TO SHARE CONTENT AND ENGAGE PEOPLE AT EACH STAGE OF THE ‘BUYER JOURNEY’ AUDIENCE REACH CONTEXTUAL ENGAGEMENT THE TIME, MONEY AND EFFORT REQUIRED TO MANAGE & TRACK ACTIVITIES ACROSS EACH PLATFORM RESOURCE REQUIREMENTS
  51. 51. #HootConnect • @eskimon & @HootsuiteAPAC • 51& #3: ENSURE THAT YOUR SOCIAL PROFILES ESTABLISH YOUR DESIRED PERSONAL BRAND
  52. 52. #HootConnect • @eskimon & @HootsuiteAPAC • 52& THE ABSOLUTE BASICS OF LINKEDIN USE YOUR FULL, REAL NAME SO THAT IT’S EASY FOR PEOPLE TO FIND YOU USE A PROFILE PHOTO THAT CONVEYS A PROFESSIONAL IMAGE AND PERSONAL ‘BRAND’ NAME PHOTO ADD YOUR JOB TITLE, COMPANY, INDUSTRY, AND HOME LOCATION TITLE CRAFT A BIO THAT TELLS PEOPLE SOMETHING ABOUT WHO YOU ARE, BEYOND JUST YOUR JOBS BIO
  53. 53. #HootConnect • @eskimon & @HootsuiteAPAC • 53& USE THIS SECTION TO OUTLINE YOUR CURRENT ROLE AND THE ORGANISATION(S) YOU CURRENTLY WORK FOR / WITH USE THE ‘SUMMARY’ SECTION TO INTRODUCE YOURSELF: YOUR EXPERIENCE, EXPERTISE, INTERESTS, AND PERSONALITY USE THE LOCATION OF YOUR HOME OFFICE. THIS DRIVES SEARCH RESULTS, SO PRIORITISE ACCURACY ADDING DETAILS OF WHERE YOU STUDIED CAN HELP REINFORCE CREDIBILITY AND CONNECT YOU TO ALUMNI USE A RECENT PHOTO THAT CLEARLY SHOWS YOUR FACE AND THAT REINFORCES YOUR ‘PROFESSIONAL BRAND’ 1 USE YOUR FULL, REAL NAME AS YOU’D USE WHEN INTRODUCING YOURSELF IN A PROFESSIONAL CONTEXT 2 3 4 5 6 1 2 3 4 5 6 7 7 CHOOSE A DISTINCTIVE BACKGROUND IMAGE THAT CREATES THE RIGHT ‘ATMOSPHERE’ FOR VISITORS TO YOUR PROFILE, AND CONVEYS SOMETHING ABOUT YOUR PERSONALITY
  54. 54. #HootConnect • @eskimon & @HootsuiteAPAC • 54& LINKEDIN’S PROFILE COMPLETENESS TIPS AND SOCIAL SELLING INDEX CAN HELP YOU ‘POLISH’
  55. 55. #HootConnect • @eskimon & @HootsuiteAPAC • 55& https://www.linkedin.com/sales/ssi
  56. 56. #HootConnect • @eskimon & @HootsuiteAPAC • 56& #4: BUILD YOUR NETWORK BY PROACTIVELY CONNECTING WITH RELEVANT INDIVIDUALS
  57. 57. #HootConnect • @eskimon & @HootsuiteAPAC • 57& #5: DEVELOP A PUBLISHING PLAN THAT ALLOWS YOU TO TAKE YOUR AUDIENCE ON A JOURNEY
  58. 58. #HootConnect • @eskimon & @HootsuiteAPAC • 58& #6: ENGAGE IN CONVERSATION, AND LOOK FOR OPPORTUNITIES TO ADD NEW VALUE
  59. 59. #HootConnect • @eskimon & @HootsuiteAPAC • 59& OPPORTUNITIES ARE EVERYWHERE CONVERSATIONS AROUND CONTENT YOU’VE POSTED CONVERSATIONS ON YOUR ORGANISATION’S BRANDED PROPERTIES CONTENT YOU SHARE BRAND TEAM ACTIVITIES CONVERSATIONS ON YOUR CUSTOMERS’ BRAND OR PERSONAL PROPERTIES CUSTOMERS’ CONTENT CONVERSATIONS ON THIRD-PARTY PROFILES AND PROPERTIES THIRD-PARTY CONTENT
  60. 60. #HootConnect • @eskimon & @HootsuiteAPAC • 60& USE SOCIAL LISTENING TO IDENTIFY POTENTIAL CONVERSATIONS AND RELEVANT TRENDS
  61. 61. #HootConnect • @eskimon & @HootsuiteAPAC • 61& THINK AND BEHAVE LIKE A CONCIERGE AT A FIVE-STAR HOTEL FOR MAXIMUM IMPACT
  62. 62. #HootConnect • @eskimon & @HootsuiteAPAC • 62& TRAITS OF A GREAT SOCIAL SELLER BE USEFUL; SHARE THINGS THAT YOUR AUDIENCE NEEDS, NOT JUST WHAT HELPS YOU BE ENTHUSIASTIC; GO THE EXTRA MILE TO LOOK FOR OPPORTUNITIES TO ADD NEW VALUE HELPFUL PROACTIVE BE HUMAN; SHOW SOME PERSONALITY TO AVOID APPEARING LIKE A CORPORATE DRONE GENUINE BE SOCIABLE; CONNECT PEOPLE TO EACH OTHER AND INVITE OTHERS TO JOIN THE CONVERSATION INCLUSIVE
  63. 63. #HootConnect • @eskimon & @HootsuiteAPAC • 63& #7: DEVELOP A MEASUREMENT APPROACH THAT HELPS YOU OPTIMISE FUTURE ACTIVITIES
  64. 64. #HootConnect • @eskimon & @HootsuiteAPAC • 64& USE PLATFORM INSIGHTS TO UNDERSTAND WHO ENGAGES WITH WHAT, WHERE, AND WHEN
  65. 65. #HootConnect • @eskimon & @HootsuiteAPAC • 65& WHEREVER POSSIBLE, KEEP A CENTRAL RECORD OF INTERACTIONS TO INFORM CRM EFFORTS
  66. 66. #HootConnect • @eskimon & @HootsuiteAPAC • 66& OPERATIONAL CONSIDERATIONS
  67. 67. #HootConnect • @eskimon & @HootsuiteAPAC • 67& ELEMENTS OF A SOCIAL SELLING SOLUTION A CENTRAL ‘HUB’ FOR HOSTING AND ACCESSING SOCIAL SELLING CONTENT A WAY TO LET SALES TEAMS KNOW ABOUT NEW CONTENT AND RELEVANT ACTIVITIES HOSTING NOTIFYING TRAINING AND BEST PRACTICE RESOURCES FROM ACROSS THE ORGANISATION ENHANCING A WAY TO TRACK INTERACTION WITH DIFFERENT SALES- PEOPLE OVER TIME TRACKING
  68. 68. #HootConnect • @eskimon & @HootsuiteAPAC • 68& THE ‘3TS’ OF EMPOWERING SOCIAL SELLERS PROVIDING ACCESS TO THE SOCIAL MEDIA AND CRM TOOLS THAT SELLERS NEED TO BUILD AND MANAGE RELATIONSHIPS HELPING SOCIAL SELLERS TO DEVELOP THE SKILLS REQUIRED TO IDENTIFY AND ENGAGE IN VALUABLE OPPORTUNITIES TOOLS TRAINING ENSURING SOCIAL SELLERS HAVE ENOUGH TIME TO BUILD VALUABLE RELATIONSHIPS AND MANAGE CONTENT ACTIVITIES TIME
  69. 69. #HootConnect • @eskimon & @HootsuiteAPAC • 69& MEASUREMENT
  70. 70. #HootConnect • @eskimon & @HootsuiteAPAC • 70& SELECT KPIS THAT MEASURE ORGANISATIONAL VALUE, NOT JUST CONTENT PERFORMANCE
  71. 71. #HootConnect • @eskimon & @HootsuiteAPAC • 71& MEASUREMENT ACTIVITIES SHOULD INFORM IMPROVEMENTS, NOT JUST REPORT THE PAST
  72. 72. #HootConnect • @eskimon & @HootsuiteAPAC • 72& SIMON KEMP @ESKIMON SIMON.KEMP@WEARESOCIAL.COM +65 9146 5356 WEARESOCIAL.COM

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