Social Selling Keynote for Symantec

#SocialSellingMarket & Sell to the Modern Buyer

@jill_rowley#SocialSelling

The ABC’s of Social Selling – Always Be Connecting


Traditional Selling vs #SocialSelling


http://www.youtube.com/watch?v=W2yw5GEWwS0

http://www.youtube.com/watch?v=W2yw5GEWwS0

78% of Sales Using Social Media

Outsell Their Peers

#SocialSelling @jill_rowley

Benefits of Social Selling


Customers expect companies to feel personal and authentic


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)!


Buying process has changed

Buyers are self-educating via SEARCH & SOCIAL


57% of the buying process done before engaging sales

Then NowVS.


92% of B2B buyers start search on web…


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

Source: insites-consulting.com


The Power of Peer to Peer

Buyer to Company: 33% Trust

Buyer to Buyer: 92% Trust

Meet the Modern Buyer

Digitally-drivenSocially-connected

MobileEmpowered


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)


Social selling leverages

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

and relationships.


Build Your Personal BrandOptimize for the Buyer; not the Recruiter


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

sphere of influence


Content:

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

your Social Networks


The on ContentThe


http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

Finding Content to Share


Sharing Content


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


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


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


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


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


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


How can I measure how well

I’ve adopted social selling?


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


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


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?


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

https://www.linkedin.com/

The Good, the Bad, and The Ugly


Ideal LinkedIn Profile


A Good LinkedIn Summary


Your LinkedIn Summary is about YOU


The Art of a LinkedIn Invite


Recommendations Establish Credibility


Search Results: 7x views with a Photo


Don’t be Single Threaded


Join Groups on LinkedIn


Use Your Alumni Network


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


Is this a good Twitter profile?


Personal Branding on Twitter


Twitter Lists: Symantec


Twitter Lists: Cloud Computing


78% of Sales Using Social Media

Outsell Their Peers


The ABC’s of Social Selling – Always Be Connecting
