Social Selling Keynote for Symantec

#SocialSellingMarket & Sell to the Modern Buyer

@jill_rowley#SocialSelling

The ABC’s of Social Selling – Always Be Connecting

@jill_rowley#SocialSelling

Traditional Selling vs #SocialSelling

@jill_rowley#SocialSelling

78% of Sales Using Social Media

Outsell Their Peers

#SocialSelling @jill_rowley

Benefits of Social Selling

#SocialSelling @jill_rowley

Customers expect companies to feel personal and authentic

@jill_rowley#SocialSelling

ADAPT OR DIE BE REPLACED Become transparent, responsive, & collaborative or

else risk being “left in the dust” by competition @jill_rowley#SocialSelling

HOW? share the unedited voices & personalities of your employees (You)!

@jill_rowley#SocialSelling

Buying process has changed

Buyers are self-educating via SEARCH & SOCIAL

@jill_rowley#SocialSelling

57% of the buying process done before engaging sales

Then NowVS.

@jill_rowley#SocialSelling

92% of B2B buyers start search on web…

@jill_rowley#SocialSelling

82% of the world’s online population can be reached by SOCIAL NETWORKS

Source: insites-consulting.com

@jill_rowley#SocialSelling

The Power of Peer to Peer

Buyer to Company: 33% Trust

Buyer to Buyer: 92% Trust

Meet the Modern Buyer

Digitally-drivenSocially-connected

MobileEmpowered

@jill_rowley#SocialSelling

Unlimited access to real-time information about your company, products,

competitors, customers, industry experts and influencers

You need more tools!

Would you try to maintain your territory with only

hammer & nails? (Phone & Email)

@jill_rowley#SocialSelling

Social selling leverages

your professional brand to fill your pipeline with the right people, insights,

and relationships.

#SocialSelling @jill_rowley

Build Your Personal BrandOptimize for the Buyer; not the Recruiter

@jill_rowley#SocialSelling

Use Social Networks to Find, Listen, Relate, Connect, Engage & Amplify your buyers and their

sphere of influence

@jill_rowley#SocialSelling

Content:

R E A D what your buyers are reading and share that content across

your Social Networks

@jill_rowley#SocialSelling

The on ContentThe

@jill_rowley#SocialSelling

Finding Content to Share

#SocialSelling @jill_rowley

Sharing Content

#SocialSelling @jill_rowley

Type personalized message here.

1. Buyer-centric LinkedIn profile

2. The Art of a LinkedIn Invite

3. Sphere of Influence training

4. LinkedIn groups

5. Advanced Search in LinkedIn

6. LinkedIn Contacts

7. LinkedIn Job Change alerts

8. Share content

@jill_rowley#SocialSelling

Establish a professional presence on LinkedIn with a complete profileCreate a professional brand

Prospect efficiently with powerful search and research capabilitiesFind the right people

Discover and share valuable information to initiate or maintain a relationshipEngage with insights

Expand your network to reach prospects and those who can introduce you to prospectsBuild strong relationships

Optimizing LinkedIn

#SocialSelling @jill_rowley

Showcase your skills

Create a professional brand

Use the right toneWhat would prospects or customers want to know about you? Be descriptive. Tell your story.

Complete your profileAim for 100% profile completeness

Add rich contentSlideshare deck, presentation video, etc.

Add skills and generate endorsements

#SocialSelling @jill_rowley

Check who viewed you

Find the right people

View prospectsView details of potential prospects in your 1st , 2nd , and 3rd degree networks

Expand your viewingUse Lead Recommendations to find more prospects at your accounts

Your activity drives views of your profile. Engage with relevant people who look at you.

Proactively searchUse advanced search & Lead Builder to pinpoint people more efficiently

#SocialSelling @jill_rowley

Engage with insights

Reach out to prospects

Share valuable informationPost relevant content that can help you become a trusted source of insight

Stay in the knowJoin groups and follow your prospects, customers, and their competitors to keep up to date

Engage with your networkShare, like, and comment on content posted from your network

Reach your prospects with InMails, connection requests, and other messages

#SocialSelling @jill_rowley

Build strong relationships

Focus on decision makersFocus on connecting to senior level people at your prospects and customers

Connect with contactsConnect with your network and with prospects after introductions

Connect internallyYour colleagues will be able to provide you warm introductions

#SocialSelling @jill_rowley

How can I measure how well

I’ve adopted social selling?

#SocialSelling @jill_rowley

LinkedIn created the SSI formula from survey research and behavioral analytics

Brainstormed & calculated ~ 50 activities that good

social sellers might do on LinkedIn

Conducted survey of ~5000 sales reps to get a

sample of “top performing” reps

Used survey results to understand what top

performing reps do on LinkedIn.com

Formula design

Final formula kept variables that were

correlated with sales success, weighted based

on their predictive nature

#SocialSelling @jill_rowley

ABC co

Create a professional brand

Performance on four key dimensions, each worth 25 points

Find the right people

Engage with insights

Build strong relationships

16

15

8

18

Social Selling Index 57

LinkedIn’s Social Selling Index measures adoption of practices on a 0-100 scale

#SocialSelling @jill_rowley

SSI leaders create 45% more opportunities per quarter

than SSI laggards.

SSI leaders are 51% more likely to hit quota

than SSI laggards.

45%more opportunities

51%more likely to hit quota

Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30

Why is social selling important?

#SocialSelling @jill_rowley

Add a Professional Photo

• To edit your photo in LinkedIn:1. Log onto LinkedIn 2. Choose Profile -> Edit Profile3. Click on the camera icon 4. Upload a professional photo

(choose edit photo to replace your current photo)

5. Save changes

Represents your personal brand

#SocialSelling jill_rowley

The Good, the Bad, and The Ugly

#SocialSelling @jill_rowley

Ideal LinkedIn Profile

#SocialSelling @jill_rowley

A Good LinkedIn Summary

#SocialSelling @jill_rowley

Your LinkedIn Summary is about YOU

@jill_rowley#SocialSelling

The Art of a LinkedIn Invite

#SocialSelling @jill_rowley

Recommendations Establish Credibility

#SocialSelling @jill_rowley

Search Results: 7x views with a Photo

@jill_rowley#SocialSelling

Don’t be Single Threaded

#SocialSelling @jill_rowley

Join Groups on LinkedIn

#SocialSelling @jill_rowley

Use Your Alumni Network

#SocialSelling @jill_rowley

1. Pick a simple and short username (this is your brand)2. Create a personal profile3. Upload a good picture (no eggheads!)4. Include your LinkedIn URL in your bio5. Listen first, find your voice6. Follow influencers and experts in your field; Create lists7. Share things that are useful and relevant to your followers8. Do no just self-promote or share your stuff9. Engage with your followers (@reply, RT and mention) 10. Use #hashtags – example is #Vision2014 #Heartbleed

@jill_rowley#SocialSelling

Is this a good Twitter profile?

@jill_rowley#SocialSelling

Personal Branding on Twitter

#SocialSelling @jill_rowley

Twitter Lists: Symantec

@jill_rowley#SocialSelling

Twitter Lists: Cloud Computing

#SocialSelling @jill_rowley

78% of Sales Using Social Media

Outsell Their Peers

#SocialSelling @jill_rowley

The ABC’s of Social Selling – Always Be Connecting

@jill_rowley#SocialSelling