5 Steps to TacticalSocial Selling

with Jonathan Catleyand Koka Sexton

Webinar Speakers

Jonathan CatleyDigital Content and Marketing Manager to AG Salesworks. Jonathan has worked for AG Salesworks for two years assisting other companies in closed loop marketing and executing strategic B2B sales programs.

@jonathancatley

Webinar Speakers

Koka SextonFounder of Social Selling University and Director of Social Media Strategy at InsideView

@kokasexton

A word to the wise…

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Interact with the Social Selling Team

Sign up for Social Selling University

Slides and Recording will be delivered tomorrow

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Agenda

1. Understanding the Social Selling Basics2. What Social Selling Tools Should I Use?3. Social Selling Prospecting4. Social Selling Nurturing5. The ROI of Social Selling - Social Selling Case Studies

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STEP 1. UNDERSTANDING SOCIAL SELLING BASICS

What is Social Selling?

What is Social Selling?

Today’s buyers are web and social media savvy, they are informed about your offering – and your competitors’ – and they are starting the sales process without you.

Through social selling, sales reps use the power of social media to understand their prospects’ needs, and actively seek the right person, with the right message at the right time

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Who in B2B is on Social Media?

75% of B2B buyers will likely use social media in the purchase process

55% of B2B survey respondents conduct searches for information on social media sites

60% of B2B decision makers use social media

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Twitter reaches 1 in 10 global online users

1 in 5 min spentonline is spent

social networking

1.2 billion users worldwide

Social networkingreaches 82% of

world population

We now create as much information every two days as we did from the dawn of civilization to 2003

ERIC SCHMIDT - FORMER GOOGLE CEO, 2011

What are the social media numbers?

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The Three Pillars of Social Selling

1. Listen 2. Build your brand3. Know your client

“How about this, lets just call it selling – but better.”

-Craig Rosenberg#socialtalk

Why calculating social selling ROI is hard

• No clear boundaries between “selling” and “social selling”

• Many of the social selling tenets are selling best practices

• Social is not a direct response activity (hard to track)

“What's the financial return on electricity?” – Andy Rudin; Outside Technologies

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STEP 2. WHAT SOCIAL SELLING TOOLS SHOULD I USE?

Powerful Tools for Executing Social Selling

What can InsideView be used for?

• Lead Generation – Build Lists• Listening – Create Watchlists of

Your Prospects• Social Insights

InsideView Screenshot

Build targeted lists of

Prospects!

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What can SproutSocial be used for?

• Lead Generation – use the discovery tab to find people within your network

• Social Analytics – in-depth analytics of your social network

• Deep Social InsightsSproutSocial Screenshot

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What can Hootsuite be used for?

• Listening – build streams of specific hashtags and people

• Bulk Scheduler – you can’t be tweeting all of the time…

• Easy to multi-task with social media

Hootsuite Screenshot

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STEP 3. SOCIAL SELLING PROSPECTING Where do you find these leads through social selling?

Social Prospecting• Stat: 79% of European and 86% of U.S. online adults engage with social media.

(Source: Forrester)

• Stat: 82% of the world’s online population is reached by social networking sites, representing 1.2 billion users around the world. (Source: comScore)

• Stat: LinkedIn boasts more than 150 million members, including executives from all Fortune 500 companies. (Source: LinkedIn)

• Stat: Nearly 1 in every 5 minutes spent online around the world is now spent on social networking sites. (Source:ComScore)

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Social Prospecting

• What is it? • Stat: Research shows that 35-50% of sales go to the vendor

that responds first. (Source: InsideSales.com)• Stat: Sirius Decisions states that 70% of the buyers journey is

complete before sales gets involved.

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Why Social Prospecting

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Social Prospecting – How??

1. Monitor 2. Listen3. Engage

Always be listening!

Social Prospecting – LinkedIn Updates

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Social Prospecting – DON’Ts

Provided Link

Company name

Under no circumstances should

you ever say “RE$ULTS”

DO NOT BE SALESY!!! This is an immediate

turnoff to prospects – establish yourself as a

trusted advisor

Work to engage with the prospect – don’t

provide a link that will lead them to no where

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Name

Social Prospecting – DOs

NOT SALESY – answers the question without dropping a sales line

Contact a friendly customer of yours to

help with the discussion

“On the ground of intersecting

highways, join hands with your allies.”

-Sun Tzu

Work to engage with the prospect.

A prospect will run at the first sign of a sales

pitch.

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Social Prospecting - Twitter

• Lists• Prospects, Customers, Competitors, Companies (grouped with

all employees)• Keyword searches• Monitor for Trigger Events

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Social Prospecting – Why?

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STEP 4. SOCIAL SELLING NURTURINGNow that I am engaged, how do I nurture the lead?

Social Nurturing

• You are a Customer advocate• Initiate Conversation• Expert in your field• Utilize multiple internal departments

for external dialogue (R&D, customer service, human resources, product management, and marketing)

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Social Nurturing - Communities

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Social Nurturing – Monitor Trigger Events

Sales trigger events may include:

• Management Changes• Mergers and Acquisitions• Social Networking/marketing comments• New Partnerships• Funding or Financing• Expansions or Relocations

InsideView Screenshot

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Social Nurturing – Social Scoring

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Social Nurturing“When I first started tweeting, I had no brand recognition; no one knew who I was. To build my brand, I started creating conversations around what I cared passionately about: wine. I used Search.Twitter (called Summarize.com back then) to find mentions of Chardonnay. I saw that people had questions, and I answered them. I didn’t post a link to WineLibrary.com and point out that I sold Chardonnay.

If people mentioned that they were drinking Merlot, I gave them my Merlot recommendation, but I didn’t mention that they could buy Merlot on my website. I didn’t try to close too early, like a nineteen-year-old guy; I made sure to invest in the relationship first.

Eventually, people started to see my comments and think, “Oh hey, it’s that Vaynerchuk guy; he knows Chardonnay. Oh cool, he does a wine show – let’s take a look. Hey, he’s funny. I like him; I trust him. And check it out: he sells wine, too. Free shipping? Let’s try a bottle of that…”That’s what caring first, not selling, first looks like and that’s how I built my brand.”

Gary VaynerchukThe Thank You Economy

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STEP 5. THE ROI OF SOCIAL SELLINGReal Social Selling case studies with real results

Social Selling from Shenzhen City

• James Filbird, owner of an international trading company called JMF International Trading Group in China

• No marketing budget – turned to LinkedIn

• Filbird spent 1-2 hours daily building his network through LinkedIn Groups

• Used LinkedIn to develop his network and leads through connections and LinkedIn Groups

• Filbird grew his company to $5 million in annual revenue and finds 75% of his business via LinkedIn

“If you can’t make money on LinkedIn, you’re deaf, dumb and blind.” – James Filbird

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ecycler.com Uses Social Selling with Twitter to Eliminate Cold Calling

• Founded in 2009, ecycler is an Internet-age spin-off of the cash-for-cans concept – “One man’s trash is another man’s treasure.”

• No marketing budget with a very specific targeted audience – originally spent a lot of time cold calling or direct emailing with very poor results

• The founders decided to build awareness among businesses and individuals through social media – mainly Twitter

• On average the company lands one meeting per week with potential partners through Twitter• In a 3-month challenge, ecycler.com added 151 collectors and 623 discarders

“We were reaching people when they wanted to be reached, when they want to have a conversation = not when we wanted to have a conversation.”

-Craig Robertson, co-founder and CEO of ecycler.com

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Using Hootsuite to Become a Trusted Advisor - Why Doctors are Tweeting During Surgery

• Dr. Joel Wallskog, an orthopedic surgeon at Aurora Health Care used Live Tweeting while conducting orthopedic surgery

• Established themselves as thought leaders and trusted advisors in the industry

• 15% conversion rate from lead to customer using live Tweeting during orthopedic surgery

“I think it’s a unique opportunity to explore innovative ways to communicate with patients and alleviative fears

they may have about joint-replacement surgery,” -Dr. Wallskog

http://www.socialsellingu.com/blog/why-doctors-are-tweeting-during-surgery/

Customer

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"Social Selling: Best-in-Class Targeting of the Right Message, at the Right Time, for the Right Person" Aberdeen Group; 2012.

Sales reps that achieved their quota over the last calendar or fiscal year:

Sales Reps that use Social Selling

Industry Average

Sales Reps that DID NOT use Social Selling

79%

43%

15%

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Any Questions??

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