SIMPLE SOCIAL SELLINGEnablement

Huw Hopkin

Learn to listen and monitor your target accounts

Learn how to develop and post basic content that builds interest and talking

points with your target customers

Learn how to measure if social selling is working?

Learning Agenda

Goals• What is social selling?• Before you start….• How to set up your tools to get started with social selling?• How to listen to the market?• Content required

• News• Company content• Self-created

• Measuring the results – new business

Secrets to Great ResultsIt takes time and effort – the

smart people automate it or hire someone else to do it…

One original piece of content goes a long way.

Keep it simple - connect socially but reach out personally

What is Social Selling?Identifying and communicating marketing sales

content to target customers across social networks

Amazing for reaching snr decision makers with news and updates- Everyone gets the update- Groups share common

interests

Good for news and updates from your company, industry, key account news

Good for getting to know customers but not active content or networking

Rich content to review and share from channels with your customers on web and mobile

What is Social Selling?Traditional Sales Model

Cold CallsLead Qualification

Sales Demos

Infographic data by Dimension Data © 2014

Social Sales Model

Warm Calls

Social Networks

Warm Calls

Lead Qualification

Why Social Selling?

- sirius decisions

of B2B buyers start the

buying journey using digital channels for research and

decision making

54%

warm introductions to decision makers

1.3M5.4people involved in the average B2B buying

decision

9%increase in attainment

by digitizing sales interactions

67%Buying journeys that are digital interactions vs. traditional sales calls

2-4xincrease in odds of sales success with

referral through social selling

84%B2B decision makers

begin their buying process with a referral

Statistics from “23 Shocking Social Selling Stats”. Triblio.com. July 21, 2014

Why Social Selling?

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 Social Selling Index. SSI leaders have an SSI > 70; SSI laggards have an SSI < 30

Social Selling Index (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

Before you start….the Makeover

Update the photos, add videos

Explain what you do?Link up to your customers and colleagues

Get an accounts with all major social media networks, make your profile consistent

Sales got an got an incremental $200k of pipeline in her first month of Social selling

How to Listen to the Market?

Which companies do you want to

target?Buffer account

Add rss feeds of target companies Monitor

200 CompaniesBig enough to be visible

Social media mgt tool for Linkedin, FB, Twitter, Pinterest

Search for RSS feeds from target company on Google

Tag articles to keep or deploy later

Setting Up Listening• Get a buffer accountAdd content feeds for target company• Target company• NewsGet a Professional Tool• Feedly

What is RSS?As defined by Wikipedia, RSS (acronymic for Really Simple Syndication) is "a group of

XML based web-content distribution and republication (Web syndication) formats primarily used by news sites and weblogs (blogs).

Setting up the tools

Basic Level

Advanced Level

premium

Aggregate 100s of newsfeeds topics

Distribute to all social channels and schedule

Connect all channels

premium

Lets review your score now…Higher scoring individuals are exceeding sales targets – 51% more likely to hit quota

business.linkedin.com/sales-solutions/social-selling/the-social-selling-index

Step 1 – Snapshot of sales scores now

Step 2 – Start contest, Winning Score in 3 months

time gets an IPAD

Step 3 – Enable with training, content and

incentive to increase reach

Content Creation – Bluffers Guide

Write a blog

Make a video

Add a ppt

Wordpress, 300 words per post with one picture

30 seconds interview format, iphone

Slideshare -10 tips for B2B marketing

Many corporates tell you what their doing on social media using Hubs…find them for your target companies

Making Videos

Events interviewsAnnouncements

1:1 InterviewsHow to ‘screen grab’

Slideshare Content Sharing

1. Review who you know regularly

2. Look for target customers in groups you are a member of

3. Load your database - Outlook or corporate accts data file

Loading AccountsWhat?Load Offline and marketing contacts at your key accounts into Linkedin

Why?Once loaded allows sales person to connect directly to the contact as a first degree connection without using a inMail.

Inmail should be used when theres no other way of reaching the customer

Loading your target accounts &

contacts

Measurement

Reach

Relevance

Revenue

FollowersChannels – Number of channel connections

Liking or sharing what you postLinkedin Social Selling Score (SSI)

Tracking social contribution to become leads or e-commerce transactions

WARNINGAddictive Data

Example Company X

2nd highest conversion, now we need more social activity

Connecting from Social to the Real WorldInvitations for Live or Virtual Events

• Education• Seminar• Clinics• Training

“We love to Learn”

Keep a regular schedule of social selling

Plan what you will say for the monthDecide what you will say to key

customersFocus on themes and rotate

“A post a day keeps boredom at bay.”

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Social Hook.Let’s stay in touch…

@HuwHopkin

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