Discover How Sales Leaders Win on Social Media

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Today’s Presenters

Carter HostelleyFounder & CEO

@Leadtail

Karri CarlsonVP Social Insights

@Leadtail

Barbara GiamancoSocial Selling Author, Speaker

@Barbaragiamanco

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You’re Probably Wondering…

• Q&A at the end but submit questions anytime

• The webinar deck and recording will be available after today’s presentation

• Didn’t get a copy of social insights report on sales leaders? Email: hello@leadtail.com

• Hashtag for today? #SocialSelling

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About Leadtail

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Quick Poll: Best Describes You?

• Sales Professional

• Sales Management

• Vendor that Sells to Sales Leaders

• None of the Above

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Why Social Insights?

• Listen in: Get “real-time” insights into sales leaders’ conversations

• Watch activity: See what content they read, who they engage with

• Be influential: learn who influences sales leaders and engage them!

Build your brand armed with social media insights…

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How We Generated Social Insights?

• Twitter as proxy for social media activity

• Twitter activity of 580 Sales Leaders

• From B2B and B2C industries, and inbound and outbound sales operations

• Over 90-day period: July 1 to Sept 30, 2014

• Analyzed 68,310 tweets and 44,043 links

• Total follower reach: 1,182,357

• Median number of followers: 356

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What Topics and Conversations Do Sales Leaders Engage In?

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Which Social Networks Do They Use?

Twitter continues to be a “hub” for cross-posting

content between social networks, particularly

content easily consumable in both the desktop and

mobile environment like video, pictures, and slide

decks.

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Hashtags Reveal Topics and Events

Business Personal

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Headline Keywords Shared

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Actionable Insights?

• Sales Leaders are active on multiple social networks and share different media types

• They mix business and personal when engaging on social networks. This enables them to “humanize” their approach and more easily connect as real people

• Popular hashtags and keywords reveal what conversation and topics they are engaging in

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Which Content Sources Do Sales Leaders Engage in Most?

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Content Sources Shared

• Mainstream media reflect broader trends and topics in business, marketing, and tech

• Industry media plays a critical role in shaping conversations w/ peers and prospects; driven by submissions from thought leaders

• Social media platforms are used to share both job-related and personal interest content

% of 100 most popular shared domains

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Most Shared Mainstream Sources

11. BusinessWeek

12. WIRED

13. USA Today

14. Medium

15. Time

16. The Washington Post

17. CNN Money

18. The New York Times (Free)

19. Bloomberg

20. BuzzFeed

21. CNBC

22. Yahoo! Finance

23. The Guardian

24. MarketWatch

25. ABC News

1. Forbes

2. Inc. Magazine

3. The New York Times (Paid)

4. HBR Blogs

5. Entrepreneur

6. The Wall Street Journal

7. The Huffington Post

8. Fast Company

9. WSJ Blogs

10. ESPN

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Most Shared Industry Sources

11. MarketingProfs

12. The Sales Blog

13. Gigaom

14. Salesforce Blog

15. The Verge

16. Re/Code

17. ZDNet

18. Buffer Blog

19. Marketing Land

20. Social Media Today

21. Top Sales World

22. MediaPost

23. Digiday

24. Social Media Examiner

25. Sales Benchmark Index

1. Business Insider

2. Mashable

3. TechCrunch

4. HubSpot Blog

5. The Business Journals

6. VentureBeat

7. Adweek

8. Business2Community

9. AdvertisingAge

10. The Next Web

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Actionable Insights?

• Sales Leaders read and share both mainstream and industry media content

• Popular industry media is often driven by thought-leader bylines, guest posts, and industry research

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Who Most Influences Sales Leaders?

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People Sales Leaders Mention Most

Mentioning a person by name can

mean a few different things in social

media: giving credit to someone for an

idea or piece of content being shared,

engaging someone directly in

conversation, or giving a shout-out to a

person you’ve recently met.

In any context, being mentioned is a

sign that a person is an active part of

the social conversation, and those

mentioned most are the people you’ll

find at the center of engaging

conversations between sales

professionals.

This word cloud shows the people

mentioned most by sales leaders

during the report period.

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People Sales Leaders Mention Most

* Based on unique # of sales leaders in the sample who mentioned the person.

11. @scoremoresales

12. @jill_rowley

13. @markroberge

14. @TiborShanto

15. @TheSalesHunter

16. @motoceo

17. @funnelholic

18. @nflcommish

19. @Mike_Kunkle

20. @BarackObama

21. @mcuban

22. @ReferralSales

23. @keenan

24. @simonsinek

25. @jeff_haden

26. @jimmyfallon

27. @RobertTerson

28. @jeffbullas

29. @bhalligan

30. @darrenrovell

31. @StuartScott

32. @GrantCardone

33. @kenkrogue

34. @babettetenhaken

35. @barbaragiamanco

36. @DanWaldo

37. @markwschaefer

38. @jamietshanks

39. @srichardv

40. @jaybaer

41. @gerhard20

42. @JoePulizzi

43. @milesaustin

44. @BrennerMichael

45. @rwang0

46. @Steveology

47. @TimHowardGK

48. @iSocialFanz

49. @chiefmartec

50. @jeffshore

1. @iannarino

2. @jillkonrath

3. @MarketingProfs

4. @HeinzMarketing

5. @KingJames

6. @Sales_Source

7. @dmscott

8. @davidabrock

9. @kokasexton

10. @ValaAfshar

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How Do Sales Leaders Build an Influential Brand on Social Media?

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Top 50 Sales Influencer: Barbara Giamanco

• Contributing blogger for Top Sales World, LinkedIn, and Harvard Business Review

• Co-Authored The New Handshake: Sales Meets Social Media

• Her company recognized as one of the top Social Selling Training Companies

• Trained more than 30,000 sellers for world-class companies such as Microsoft and CNN

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“Today’s buyer is digitally driven, socially connected, mobile, and empowered with unlimited access to information.”

Jill Rowley, Social Selling Evangelist

Be Where Buyers Are

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Choose the Right Channel

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Success Advice

• Robust profiles

• Expanded connections

• Observe others

• Engage influencers

• Thought leadership

• Share content

• Active participation

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1. Consider popular keywords, hashtags, and topics when developing your strategy to reach and engage prospects

2. Target right media sources for sharing relevant content and developing your byline and guest posting strategy

3. Follow and engage top influencers while you go down the path to becoming one too!

4. Understand that your buyers are now on social and mobile

5. Build your personal brand on the social channel(s) where your buyers are, and where you enjoy participating!

5 Key Takeaways

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What’s Next?

• Starting Q&A now…

• Engage us: @Leadtail and @barbaragiamanco

• We’ll make presentation deck and recording available soon

Thank You!