Professional Development Programlearninglibrary.com/AirCanada/Areas/A/Content/CRD/downloads/Soci… · LEADERS IN FLIGHT Participant Workbook: Navigating Social Selling Professional

LEADERS IN FLIGHT

Participant Workbook: Navigating Social Selling

Professional Development Program

Skills for Social Selling Success

© Diversified Operations Corp. P a g e | iii

Table of Contents

Table of Contents ...................................................................................................... iii The Emergence of Social Selling ................................................................................... 1 Optimizing Social Profiles for Social Selling LinkedIn ....................................................... 4

LinkedIn ................................................................................................................. 4 LinkedIn Profile Settings ........................................................................................ 4

1. Set your LinkedIn privacy settings to support your goals ................................. 4 2. Turn on/off your activity broadcasts .............................................................. 5 3. Select who can see your activity feed ............................................................ 6 4. Select what others see when you’ve viewed their profile .................................. 6 5. Select who can see your connections ............................................................. 6 6. Change your profile photo & visibility ............................................................ 7 7. Edit your public profile ................................................................................. 7 8. Show/hide “Viewers of this profile also viewed” .............................................. 8 9. Manage who you are blocking ....................................................................... 8 10. Manage your Twitter settings: ................................................................... 8 11. Manage your WeChat settings ................................................................... 9

Communications ................................................................................................... 9 1. Managing the Types and Frequency of Email from LinkedIn .............................. 9 2. Set Push Notifications ................................................................................ 10 3. Types of Messages you are willing to receive ................................................ 11 4. Select who can send you Invitations ............................................................ 11

Account ............................................................................................................. 11 1. Privacy Controls ........................................................................................ 11 2. Settings ................................................................................................... 12 3. Manage your security settings .................................................................... 13

Creating a Buyer-Centric Profile .............................................................................. 14 Leverage your Existing Network .............................................................................. 17 LinkedIn Groups for Social Selling Success ............................................................... 18 Prospecting with Search ......................................................................................... 19 Handouts and Tool Kit ............................................................................................ 20 Tips and Tricks for Video on Your LinkedIn Company Profile ........................................ 21

Twitter .................................................................................................................... 22 Understanding Twitter ............................................................................................ 22 Optimizing Social Profiles for Social Selling - Twitter .................................................. 24

Training Evaluation Form .......................................................................................... 27

iv | P a g e © Diversified Operations Corp.

© Diversified Operations Corp. P a g e | 1

The Emergence of Social Selling

Social networks and technology has forced a shift in the way we sell.

Technology offers prospects with more information than ever before at their

fingertips. A quick Google search can often provide them with insights into

how your product works and an update on Twitter could even shed light on

the cost.

Recognizing this shift has become a hot topic at boardrooms across the

globe. It’s resulted in a shift in thinking and a shift in our approach to sales.

It’s resulted in the emergence of social selling – the practice of using tools

and social networks to be more effective in the sales process.

Social media has allowed us to know more about our prospects than ever

before. We have an opportunity to know who they’re connected to, their

roles and even their past employment history. Social media and the

advancement of technology isn’t a problem for the modern day sales

professional.

Social selling isn’t a clean break from traditional selling; it’s an evolutionary

step forward. Social sellers do not have to abandon email, phone calls or

face-to-face meetings. Instead, their time on these traditional channels

becomes far more productive when supported by deliberate use of social

media. Social selling eliminates some of the most wasteful parts of the

traditional sales process (like cold-calling) and enhances the activities that

good salespeople already do to create wins and drive revenue.

Perhaps the greatest misconception about social selling is that it entails

making sales pitches through social media. In reality, a social seller uses

networks like LinkedIn and Twitter to find potential customers, relate to

their needs, and engage with them. When appropriate, they can move the

process forward through email, a real-time medium, or in person.

It’s an opportunity!

Recognize that executive buyer behavior has changed.

The traditional sales and buying process has changed. The internet offers

buyers and sellers alike with access to information that was once

unavailable. It’s easier to qualify your leads by researching their roles and

it’s easier for buyers to research your products through videos, evaluations

and reviews. Thus, it’s important to ensure that throughout the marathon

you’re leveraging technology as much as possible to be both effective and

efficient.

This shift in the buying process has also resulted in a closer connection

between marketing and sales. Your organizations marketing team must be

committed to offering you the tools and content you need to be effective in

delivering your pitch. Whether it’s through the development of webinars or

the design of slideshows – marketing must take a supporting role as it

relates to business development and assist with the sales process.

2 | P a g e © Diversified Operations Corp.

Embrace & Focus on Relationships

As cliché as it sounds, people buy from people. Whether someone is buying

an item based on a friend’s recommendation or based on an introduction

from an old colleague; relationships can make a world of difference in sales.

The greatest sales people spend time building and nurturing strong

relationships with others. Instead of simply networking for the sake of going

home with the most business cards; the greats seek out people whom they

can build meaningful relationships with and enhance their lives or careers.

In sales, a professional's relationships with vendors, clients and

organizations is one of their biggest assets. For an organization, there is a

significant amount of value to be found in the number of strong

relationships their employees have in their network. This web of

relationships is often times the differentiator between businesses that barely

survive and those who constantly thrive.

Inject Storytelling into Your Sales Process

The art of storytelling plays a major role in sales today. People like to

believe they make decisions that are based on logic and reason. In fact,

decisions are usually made solely based on emotion and personal

connections. Studies repeatedly show that decisions in business are strongly

influenced by our attitudes, fears, values, and hopes – of which, are built on

a foundation of a unique and compelling story.

Selling is getting harder and harder. While technological advancements are

helping sales professionals be more effective and efficient with their

approaches, the foundation of telling a compelling story is still important.

If you can discover ways of integrating your story with your sales process

on a regular basis, it’s a sure bet that you will be ahead of the curve.

Combine that with an attitude that embraces technology and you’ll be ready

for all the inevitable evolutions that will transform social selling today – and

in the future.

Tell Your Story through Personal Branding

Branding is just for businesses? Wrong.

Year after year, organizations spend millions and millions of dollars to

develop their brand. A brand is the combination of a variety of ideas that

translate into a cohesive story around something or someone. In many

ways, your personal brand is how you’re perceived by others and ultimately

your reputation.

By taking the time to develop your personal brand and position yourself as

an individual who can be trusted you will have an opportunity to stand out

in a crowd?

When developing your brand you should think about what it is you want to

be known for and how you will deliver this story on a consistent basis.

To develop a strong personal brand you need to be seen as an expert within

a specific field or industry. You need to establish a sense of trust with clients

and the business community as a whole.

To establish a sense of expertise and leadership you must be readily sharing

your thoughts and ideas. Consider the following ideas:


Use Technology as a Competitive Advantage

Great sales people believe that technology has the ability to make their job

easier. For starters, they recognize the opportunity to use these channels to

be more productive, organized and efficient throughout their day.

Technology has allowed sales professionals to be more effective and more

efficient in managing their time and relationships. By embracing technology

you’re able to differentiate yourself and ultimately develop a skillset that

colleagues will envy and employers will admire.

Subscribe to your company’s blog. Companies invest in blogging and

content marketing to, among other things, communicate thought

leadership, stay top-of-mind, and generate inbound leads. If your blog is

any good, it should be a fountain of knowledge that you want to share with

your clients and prospects. When you subscribe to your company blog, you

should get an automatic notification when a new article is posted. This is a

very valuable alert.

Read and forward new blog articles to Outlook - When you receive an

e-mail alert from your blog about a new article, you can click on the link to

read the article. If the article will resonate with a client or prospect, then

simply forward the link from Outlook in a simple e-mail. Take 30 seconds

to personalize it, and voila — you’ve shared some useful content.

Google yourself at least monthly. Buyers are doing their due diligence

on sellers more than ever. As part of their process, don’t be surprised if

they Google you. And when they do, you need to know what comes up on

the search engine results page. Although this will vary based on your

location, usually the top results are your LinkedIn page and then your

Facebook and Twitter pages. Click on these top links to make sure you don’t

see anything embarrassing. This happens most with Facebook. Your

prospects don’t want to see you lounging on the beach in a Speedo. Check

your privacy settings, and don’t give your prospects a reason to say “no.”

Update your LinkedIn profile. Your LinkedIn profile is your modern day

CV. When a prospect hits your profile page (probably by first Googling your

name), does it give them a sense of confidence or pause for concern? Your

LinkedIn profile page should send a message loud and clear that you are a

professional who customers can trust. Think from your customers’

perspective about what they would want to see, and position your personal

brand accordingly.

“Recommend” and “Endorse” your clients on LinkedIn. As we

mentioned earlier, having a strong LinkedIn profile is crucial in this day and

age. Recommendations and endorsements are very important aspects of

your LinkedIn profile because they act as third-party validation of your

abilities and success. Many salespeople and consultants make the mistake

of asking their clients and colleagues to recommend or endorse them. This

can put them on the spot if they aren’t comfortable or willing to do this. One

way around this awkwardness is to first recommend a client you would like

to either get back in touch with or have recommend you. Your clients also

want to bolster their profiles and open new career opportunities. If you first

recommend someone, chances are, they will return the favor and

recommend you.


Join relevant groups on LinkedIn. One of the best ways to identify new

prospects that may be facing similar issues to your best customers is

thought LinkedIn Groups. One benefit of linking to your customers is that

you will be able to see their full profile and the “groups” they belong to.

Most will join groups with similar people facing similar issues. Take a look at

the groups your customers belong to, and join those groups. Once you join

the group, you can see many other group members and decide which of

these will make good prospects for you to engage with.

Thoughtfully share blog articles with clients, prospects, and groups.

This ties back to point #3, except that the content you share doesn’t need

to be your own or from your company blog. There are many great

publications, blogs, and research reports that can help you substantiate the

need for your services with your clients. Be thoughtful and selective with

what you share; otherwise, your clients will assume that you’re just trying

to sell them and will start tuning you out.

Ask clients to contribute to your blog as subject matter experts.

Client’s desire to raise their profile and manager their careers too! Some

clients love the limelight and seek publicity. When this is the case, take full

advantage of it. Space on your company blog is pretty much free, and

there’s nothing like a satisfied client writing about their experience around

an issue related to what you do.

Optimizing Social Profiles for Social Selling LinkedIn

In the world of social selling, salespeople’s social profiles should be more

than digital resumes. They should actively help you cultivate a reputation

with your buyers as a trusted advisor who can bring fresh insights to their

business. For this reason, you should redo your social profiles to change the

intended audience from recruiters to potential buyers.

LinkedIn

LinkedIn Profile Settings

If you want to use LinkedIn as the digital equivalent of your Rolodex,

keeping your LinkedIn privacy settings at ‘maximum protection’ is OK. If

you want to use LinkedIn to grow your network, personal brand and

success, loosening your privacy settings will definitely help!

Consider this: LinkedIn is a social network. It is a place where you can meet

and connect with interesting people and where you can build your personal

brand.

1. Set your LinkedIn privacy settings to support your goals

Then hover over your small profile picture in the upper right corner of

your LinkedIn home page and click ‘Privacy and Settings’. You will see a

control panel that looks like this:


2. Turn on/off your activity broadcasts

- recommended off

Your activity broadcasts are updates that appear in your activity feed

when you update your profile, make recommendations or follow

companies and thought leaders. Your connections see your updates in

the activity feeds on their personal LinkedIn home pages. Until you are

very comfortable with your profile you may want to have this turned off,

once you feel your profile is where you want it to be then you can

change this.

There are 2 valid reasons why you may want to (temporarily) turn off

your activity broadcasts:

1. You are looking for a new job and you don’t want your current

employer to see that you are updating your profile and that you are

connecting with competitors or recruiters.

2. You want to adjust a minor detail (a typo, a small fact) on your

LinkedIn profile and you don’t want to draw the attention of your

connections.

If none of these reasons apply to you, please turn on your activity

broadcasts. It will greatly increase your visibility on LinkedIn because

you will appear on your connections’ home pages frequently.


If your connections ‘see’ you on a regular basis, you stay top of mind.

And if you stay top of mind, you increase your chances of receiving or

hearing about interesting opportunities.

Note: It goes without saying, but please don’t spam your network by

sharing too many profile and status updates per day! This will do more

harm than good. And as always, please be careful with the information

and the opinions you share on LinkedIn.

3. Select who can see your activity feed

- recommended everyone

You have 4 choices here: ‘only you’, ‘your connections’, ‘your network’

or ‘everyone’ can see your activity feed. Unless you want to play hide

and seek on LinkedIn (and the internet), select ‘everyone’.

Again, be careful with the content you share on LinkedIn. Make sure

that your activity feed supports your professional goals and that it

cannot be used against you.

4. Select what others see when you’ve viewed their profile

You can select how much information you want to give away when you

view someone else’s LinkedIn profile. Select ‘Your name and headline’

here to use other people’s vanity to your advantage!

This is a great tip to connect with interesting people who you don’t really

know yet: View someone’s profile and check whether the other person

visits your profile in the next few days. If the other person does, you can

send him/her a request to connect. By this time, the other person knows

who you are and he/she will probably want to know why you viewed

his/her profile in the first place.

5. Select who can see your connections

- recommended everyone

Sharing the details of your connections with your connections is the

essence of networking: it is great to meet interesting people, but it is

even more rewarding to get others in touch.

If you act as a liaison between two people who need each other, you will

earn reciprocity and goodwill from two parties! This may benefit you in

the future.


6. Change your profile photo & visibility

Don’t keep your profile photo just for your connections or your network.

Share your profile picture with ‘everyone’ instead. This way you will also

increase your visibility and findability in the search results of Google,

Yahoo! and Bing.

7. Edit your public profile


Click edit your public profile and tick all the boxes on the next page. This

will open up your profile for the entire world and it will massively

increase your online visibility, findability and chances of receiving

interesting business opportunities.

On this page, you can also customize your public profile URL. With a

public profile URL, you can refer to your public LinkedIn profile with, e.g.

www.linkedin.com/in/yourname instead of

www.linkedin.com/profile/view?id=12.

This looks more professional and it is easier to remember. In addition, if

you use your name as illustrated above, your LinkedIn profile will rank

higher in Google’s search results when others search for your name.

8. Show/hide “Viewers of this profile also viewed”

- recommended on

Please show this box on your profile. It is a great way for others to meet

other interesting people in your network. Again, if you act as a liaison

between two parties, you may earn goodwill from both parties!

9. Manage who you are blocking

10. Manage your Twitter settings:


11. Manage your WeChat settings

Communications

1. Managing the Types and Frequency of Email from LinkedIn

To stop receiving a specific email from LinkedIn, click the Unsubscribe

link in the footer of that email. You can also manage the types and

frequency of the email you receive from the Email Frequency Settings

page.

a) Move your cursor over your photo in the top right of your homepage

and select Privacy & Settings.

b) You may be prompted to sign in.

c) Click the Communications tab next to the envelope icon on the left.

d) Click set the frequency of emails to select the emails you'd like to

receive and how often you'd like them delivered.


a. Messages from other members - recommended -individual e-mail

b. Updates and News - recommended - weekly digest or no email

c. Group Digest - recommended weekly digest or no email

d. Notifications – Personal preference

e. Messages from LinkedIn – personal preference

2. Set Push Notifications

a. Invitation to connect (select recommended)

b. Messages (select recommended)


3. Types of Messages you are willing to receive

a. Messages – recommend - introductions and InMail only

b. Opportunities – recommended expertise requests, personal reference

requests and requests to reconnect

4. Select who can send you Invitations

- recommended anyone

Account

1. Privacy Controls

Managing Advertising Preference

Recommended select


2. Settings

Change Your Profile and Photo Visibility

You can control who can see your profile photo as well as whose profile photos you want to see from the Account section on your Settings page.

Posting a profile photo is optional.

To change the visibility of your profile photo, select one of these options for “In addition to users, my profile photo is visible to…”:

My Connections

My Network

Everyone (default setting)

To show or hide profile photos of other members, select one of these options:

Everyone (default setting)

Your Network

Your Connections

No one

Show/hide Profile photos of other members

Customize the updates you see in your homepage - recommended

check all


Select your language - as required

3. Manage your security settings - recommended – turn off secure

connection and two-step verification unless “turn on “required by your IT

department

E-mail, Phone and Password

Add or change e-mail address: Use work address as your primary e-

mail AND use a personal address as a secondary e-mail address

Manage phone numbers (at your discretion)

Change your password every few months.

Don't use the same password on all the sites you visit.

Select strong passwords that can't easily be guessed with 10 or more characters.

Randomly add capital letters, punctuation or symbols.

Substitute numbers for letters that look similar (for example, substitute "0" for "o" or "3" for "E".

Never give your password to others or write it down.


What if you still want to protect your privacy on LinkedIn?

There is nothing wrong with that! In fact, it is a good thing to protect your privacy. You should always be careful with the information you give away on the internet. Especially on social networks such as LinkedIn.

But…

Instead of setting your LinkedIn privacy settings to ‘maximum protection’, please consider optimizing your privacy settings so that they support the goals that you are trying to accomplish. Otherwise you may miss out on the best features that LinkedIn has to offer.

So it is entirely up to you!

Creating a Buyer-Centric Profile

Rewriting your LinkedIn profile an extremely valuable exercise. A good

question to ask yourself while working on your profile is “would my target

buyer care about this?” If the answer is no, it should probably be scrapped.

Here are seven steps to give your LinkedIn profile a social selling facelift

that will optimize your public profile:

1. Have a current, professional photograph. According to LinkedIn,

profiles with pictures get a 40% InMail response rate. Optimize the “top

of the fold," aka your photo, headline, and summary.

Make sure your profile picture is PROFESSIONAL. You have 2.7 seconds

to show potential prospects that your LinkedIn page is worth their time.

Don’t use holiday shots, beach shots, or school pictures from 20 years

ago. Think of this picture as how you would dress for a business meeting

or interview. You don’t need to be wearing a suit, but you should look

like someone a prospect can trust their business with.

2. Make your headline a mini value proposition. This is a great place

to increase your chances of being discovered by potential customers.

Remember, by default, your LinkedIn headline is created by your current

position. Since your current positions is already a searchable area in

LinkedIn, it doesn’t make sense to have this information as your

headline.

Use your headline as your personal calling card for people doing blanket

searches on LinkedIn to find new contacts and business with which to

work.

Clicking (edit) on your profile will bring you to your basic information

page to customize your “Headline. Use keywords that associate your

experience and industry (i.e. B2B Sales, Cloud Computing, etc.). What

key words does your company want to be known for? Find out and use

them in your headline, when people doing people searches you will be

easier to find.

Answer these two questions in your headline: who do you help, and how

do you help them?


Examples:

Georgina Alex: CEO of ABC Company – “Helping B2B make the numbers!”

Ken Koka: Social Media Strategist at Abstract View – Sales 1.0 | inbound

Marketing | Sales Intelligence | Social Selling.

Exercise: Make your headline a mini value proposition

Over the last few days you have already created your USP, adapt that to

a format that will work in LinkedIn.

3. Utilize Status Updates Status updates are your chance to develop

thought leadership and remain on your prospect’s radar. Buyers want to

buy from someone they trust. Spend time on blogs or articles and

sharing them on LinkedIn.

4. Populate your Contact Information - Add your phone number, e-

mail, Twitter handle, and WeChat and company website to your LinkedIn

profile.

5. Customize your public profile - by default this is a system-generated

series of numbers that essential is of no use to you. By customizing your

public profile link, you have a link that you can share across other

networks that also identifies who you are.

6. Write a 3X3 summary - three paragraphs with three or fewer

sentences each. Reiterate your value proposition in the first, and provide

some social proof of how you help clients achieve results in the second.

Include a concise call to action in the last that explains why and how a

buyer should reach out to you.

Example:

I make sure forward thinking companies have what they need to build

awesome communication solutions.

I walk users through the platform, outline all that can be done with

ABC’s product and map out a way forward so that our customers can

achieve the customized solutions they need to solve their business

problems.

I love talking about ABC and how we can help you achieve more

efficiently workflows and better customer experiences. Feel free to e-

mail me at Jose (at) abc (dot) com.


Exercise: Write a 3X3 summary

Three paragraphs with three or fewer sentences each. Reiterate your

value proposition in the first, and provide some social proof of how you

help clients achieve results in the second. Include a concise call to action

in the last that explains why and how a buyer should reach out to you.

7. Set up your LinkedIn Profile to be discovered. - It’s called social

media for a reason. Don’t restrict your LinkedIn profile in any way, and

don’t opt to be shown as anonymous when looking at someone else’s

page. Researchers have found that 30% of the people whose profile you

view non-anonymously will view yours back.

In your privacy settings click on “Profile Views,” check the option to

show name and headline. You are originally listed as anonymous by

default.

Using LinkedIn for social selling means making it very easy to be found

by people looking for information about your product specifically or

general search terms your company can be a fit for.

It should go without saying, never say you worked somewhere or

misrepresent what you did with an employer. LinkedIn has the ability to

have other legitimate employee’s flag your profile and you could be

suspended from using the application or taken out of the system for

good.

8. Post a few pieces of visual content that will be helpful to your buyer.

9. Write the experience section with an emphasis on how you

enabled customers to improve their businesses -- not how many times

or by how much you exceeded quota.


Exercise: Generate two or three customer experiences that you

can share tomorrow on LinkedIn. (With an emphasis on how you

enabled customers to improve their businesses -- not how many times

or by how much you exceeded quota)

10. Seek recommendations from customers to increase your credibility

11. Join groups that your buyers are in

Leverage your Existing Network

The key to begin building your network is to leverage your existing network

(friends, colleagues, schoolmates, etc.)

Connect with Co-workers – Use current or previous co-workers to build

your network. The simplest way to find them is to drill down into the

companies you have listed on your own profile. You will see who you are

already connected with as well as a complete listing of employees that are

listed with that company.

Find valuable connections on LinkedIn – Use the built in search feature

to help you find new people. Search by industry, location, keywords etc.


Send Personalized Connection Requests – Do not use automated

invites. Think about the power of first impressions and the power of being

memorable. Reference something you have observed about them in groups,

a point they made, their company, some common ground. This paragraph

should briefly descript who you are, why you would like to make a

connection and why they should connect with you.

LinkedIn Groups for Social Selling Success

Sales people should become members of groups associated with their sales

focus as well as any industry related groups so they can keep up with new

trends and discussions.

Groups worth joining:

Industry groups – your own

Vertical Groups – ones you are targeting

Local groups and groups in areas you want to build up

Professional Groups that help you build craft – belong to sales groups

Parallel Groups – these share the same target audience as you but are

in different industries.

Engaging in Groups

Groups should be educational and fun. Content is king and if you are really

looking to have an edge over the competition provide some kind of learning

content (blog post, video, e-book, whitepaper).

According to research conducted, people who consistently share content get

2-3 times the number of unsolicited profile views.

Considering that salespeople rarely blog or create their own content, what

should they be sharing? Articles of interest to their target audience. As long

as it falls into that category, both internally- and externally-produced

content is fair game.

However, third party articles make you look more credible and less self-

serving. Strive to strike a balance.

Spend at least 20 to 30 minutes per day looking through your feed for

content. If you see an article that is sure to grab your prospects’ attention,

click "share" -- simple as that.


Prospecting with Search

Using Advanced Search you can search the LinkedIn database through first

and last name, location, country, school, title and industry.

Using Connections

Narrow down your list through the connections tab on the right hand side of

your search bar.

92% of prospects never respond to a cold call or e-mail. 84% of your

prospects will respond to cold calls or e-mails when you leverage

connections.

Utilize ALL aspects of LinkedIn and remain committed. Many people put

little effort in and are disappointed in the results. Social selling takes time

and effort, but the results are incredible.


Handouts and Tool Kit

How to add a Video to your LinkedIn page.

Step 1. Go to the "Services" tab on your company page

Step 2. Select the box, "Add a product or service”

Step 3. Go to the box marked, "Step 10: Add a YouTube video about this

product or service," and give a title to your video. (This will be your video

header.)

Step 4. Go to the next box marked, "Step 11. Add your YouTube video

URL." Copy and paste the URL from any video on YouTube in the box below.


Tips and Tricks for Video on Your LinkedIn Company

Profile

1. Intro video – Have the first video people see from your services page

be a combination of what your company is about, an overview of your

services, and a call-to-action.

2. Call-to-action on page – In the description field to the left, put in a

call-to-action telling people to watch the video on your page

3. Better tracking with an "unlisted" YouTube video – have an

"unlisted" version of your video on YouTube, just for your LinkedIn

audience. Unlisted means that only people who know the link to the

video can view it. An unlisted video will not appear in any of YouTube's

public spaces (such as search results, your channel, or the Browse

page). That way you can track to the performance of that particular

video specifically to the audience on LinkedIn.

4. Special offer – Consider a special offer in your video just for people

mentioning they found you on your LinkedIn company profile page.

5. Feature key individuals/partners with their own "Services" page

and video – If you have multiple people offering individual services,

consider giving each member their own "Services" page, and an

individual video on each of them.

6. Feature videos of FREE products you offer – have a white paper,

report, and eBook. A video presentation you gave? Those are all

valuable "products" in terms of content, which you can promote your

business with by giving away for free. Consider creating a video for each

product – free and commercial – and creating LinkedIn "Services" page

for each individual product you want to offer to your audience.

7. Point people to your website video – Within the video itself, let

people know where they can find out more about what you have to

offer, with link to a special landing page on your own website. (This

allows for great funnel tracking with your own website analytics.)

8. Create an ad campaign with video. LinkedIn lets you can create

multiple ad campaigns on your company profile. Any of those ads can

that can either bring people to a page on LinkedIn featuring your video;

or it can bring them to a video on your own website. You can do this by

going to your Services tab, and then selecting the box on the far right,

"Promote my products or services.”


Twitter

Understanding Twitter

Every day, millions of users create, share and discover ideas on Twitter

Users also find great value in connecting with businesses of all kinds on

Twitter to:

Share their experiences, both good and not so good

Provide feedback on recent events or launches

Discuss product ideas

Learn about exclusive deals or offers

Get customer service

How does it work?

Twitter lets you write and read messages of up to 140 characters, or

the very length of this sentence, including all punctuation and spaces.

The messages (also known as tweets) are public, and you decide

which accounts you want to receive messages from

Twitter works equally well from your desktop or mobile phone

Before you dive in

If you want to spend time listening first, you don’t need an account to

search at search.twitter.com

Try searching for your company and a few key topics in your field

Listening can help you get a sense of how you want to engage on

Twitter

Getting started is easy

Signing up for an account takes just a few minutes

To help people recognize and trust your account, fill out your profile

completely and include a picture

Follow relevant accounts

Following somebody means you’ve subscribed to their tweets

To find people talking about your company or topics in your field, use

search.twitter.com

When you find a good candidate, look under their

picture for the Follow button

You can also choose to interact without following an

account, just send them a tweet

Post tweets

People like tips, links to interesting stories and blogposts (they don’t

have to be about your company), exclusive deals and a good sense of

humor.

People like the human touch and will appreciate posts with your

thoughts and experiences more than you think


Key terms

To follow somebody is to subscribe to their messages

A tweet is an individual message

A DM or direct message is a private message on Twitter

RT or retweet is to repost a valuable message from somebody else on

Twitter and give them credit

Trending topics are the most-discussed terms on Twitter at any given

moment

Some special lingo

@username is a public message to or about an individual on Twitter

A hashtag—the # symbol followed by a term and included in tweets —

is a way of categorizing all the posts on a topic

Shortened URLs. To fit links into the short messages, Twitter shrinks

some URLs down automatically

Best practices

Build relationships on Twitter

Listen for comments about you

Respond to comments and queries

Ask questions

Post links to things people would find interesting

Retweet messages you would like to share

Use a friendly, casual tone

Don’t spam people

Leverage the real-time nature of Twitter

Ask questions, float ideas, solicit feedback – and expect fast feedback

most of the time

If you’ve launched a product, new store or new campaign, search

Twitter for comments

Respond to customer service issues quickly

Engage in discussion on a tricky public issue your company is dealing

with

Before setting up measurement tools, focus on the quality of your

engagement: do a gut-check of how things are going

Try to analyze the quality of feedback and topics of discussion, you

may find this changing over time

Keep a tally of questions answered, customer problems resolved and

positive exchanges held

When offering deals on Twitter, use a unique coupon code or separate

landing page


Optimizing Social Profiles for Social Selling - Twitter

Since you don’t have much real estate to work with on Twitter, a makeover

is relatively simple to pull off.

Follow these steps:

Post a professional picture.

Write your positioning statement.

Link to your company’s Twitter account (Example: Sales Rep

@company).

List your LinkedIn profile.

Include hashtags that your buyers follow.

Offer a mini insight.



Training Evaluation Form

Course Name:

Instructor Name: Date:

Please indicate your impressions of the items listed below: .

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Agree

1. The training met my expectations.

2. I will be able to apply the knowledge learned.

3. The training objectives for each topic were identified and followed.

4. The content was organized and easy to follow.

5. The materials distributed were pertinent and useful.

6. The trainer was knowledgeable.

7. The quality of instruction was good.

8. The trainer met the training objectives.

9. 9. Class participation and interaction were encouraged.

10. Adequate time was provided for questions and discussion.

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Excellent

11. How do you rate the training overall?


12. What aspects of the course did not meet your expectations and how can we improve them?

13. What is your primary reason for attending this course?

14. Did you make the decision to attend today's seminar?

15. Would you recommend this course to a colleague?

16. Would you attend another Envision course in the future?


Documents

Professional Development Programlearninglibrary.com/AirCanada/Areas/A/Content/CRD/downloads/Soci… · LEADERS IN FLIGHT Participant Workbook: Navigating Social Selling Professional