social selling: how to socially influence your prospects before they've contacted you
TRANSCRIPT
Commercial in Confidence – (c) purechannelapps Ltd. 2014 11
Social Selling:
How to socially influence your
prospects before they've contacted you.
Presented by:
Olivier Choron, CEO and Founder, purechannelapps
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• purechannelapps™ incorporated in 2011
• socialondemand®: social media amplification software
• newsondemand: dynamic and targeted e-communications
• Selected customers:
Background
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• Internal CollaborationUsing the power of the collective wisdom of the people around us in our company/
team/ circle, to understand more about the prospect or customer to whom we want
to sell, how to do our job better, etc.
• External ListeningWhere is the information, tweets, posts and blogs that my customers and prospects
are creating or that are being created about them that I can leverage to make that
deal happen more effectively?
• External ParticipationBecome a subject matter expert who offers information and contributes to the
discussion. Eventually folks will come to you and treat you as someone who can
help them as opposed to fear that you're somebody who's just trying to sell to them.
Social Selling – What is it? By Peter Ostrow, VP, Aberdeen Group
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Engaging – Compliant – Easy-to-share
How to become an ‘Expert’
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“Empowered tech buyers
are two-thirds into the buying cycle
before engaging sales”
Forrester Research
Influencing people you don’t really know
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Engaging content: rich, appealing, interactive and varied
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Compliant content: Brands can still control content
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Easy-to-share content: difficult in a complex sales ecosystem
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Easy-to-share content: difficult in a complex sales ecosystem
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Go beyond your ‘marketing’ social networks
Use the extensive social networks of:
Your CxOs
Your Sales Teams
Your Sales Partners
Your other Brand Advocates
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If content is king, content distribution is the kingmaker
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If content is fire, social media is gasoline
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The facts
252 resellers
23 Facebook accts
75employees
103 LinkedIn accts
54K LinkedIn contacts
209 LinkedIn groups
12m LinkedIn members
279Twitter accts
255KTwitter followers
41 LinkedIn accts
25K LinkedIn contacts
77 LinkedIn groups
2m LinkedIn members
58dealers
14K Facebook friends
52 Fanpages
457K Fanpages likes
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Social Media amplification via channel partners/ employees
Extensive analytics
Multi-tier global
content creation and
approval workflow
Comprehensive
filtering
Leverages social
APIs
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Social Media amplification via channel partners/ employees
The posts are published automatically on the employees’ and/or
partners’ social network(s), if they have selected this option.
Brands inputs news items (and tag them)
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Social Media amplification via channel partners/ employees
Brand managers create
posts
They set the post category
and customer targets
They set the ‘territory’ the
post is applicable to
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Social Media amplification via channel partners/ employees
Employees and/or partners receive the news
by email and login, to view/ edit/ schedule/ post the items
The posts are published automatically on the employees’ and/or
partners’ social network(s), if they have selected this option.
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Social Media amplification via channel partners/ employees
Users receive an
email with ONLY
the content they are
interested in.
They click on ‘Edit/
Publish’.
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Social Media amplification via channel partners/ employees
Users login to their portal.
They can view, edit and schedule all versions of
the posts (Twitter, Facebook, LinkedIn, Xing).
They can send to all selected social networks
(one button for all) or schedule at different times.
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Social Media amplification via channel partners/ employees
The news items are posted on the advocates’ social network(s)
The posts are published automatically on the employees’ and/or
partners’ social network(s), if they have selected this option.
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Social Media amplification via channel partners/ employees
The posts appear as if
posted by the users.
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Social Media amplification via channel partners/ employees
Followers (buyers) read the posts, click on the
links and call the employees or visit the
partners’ shops or sites!
The posts are published automatically on the employees’ and/or
partners’ social network(s), if they have selected this option.
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Social Media amplification via channel partners/ employees
Followers (buyers) click on
the short url, and go to the
original ‘content’.
They can also complete a
‘contact form’ to get in
touch with the advocates.
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Social Media amplification via channel partners/ employees
• Brand messages can reach much wider audiences, as they can
leverage their retailers, employees and other brand advocates.
• Content reaches those that count, the consumers, through those
who can actually sell and influence, the partners and employees.
• Easy for partners and employees to become ‘socially active’.
• Social media amplification empowers users with compliant
content.
• Enterprise-class platform enabling the distribution of social media
content globally (27 languages) .
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Social media amplification: case study
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To enable Social Selling
#1 SET INTERNAL POLICIES AND GUIDELINES
#2 BUY IN LINKEDIN SOCIAL SELLING TOOLS AND OTHER PLATFORMS
#3 USE SOCIAL MEDIA AMPLIFICATION PLATFORMS
#4 SHARE YOUR CONTENT TO EMPLOYEES, PARTNERS AND ADVOCATES
#5 PREPARE YOUR SALES TEAM TO ACT QUICKLY
#6 TREAT EVERY POST WITH THE CARE AND ATTENTION OF A CAMPAIGN AD
#7 ALWAYS ADD VALUE – THOUGHT-LEADERSHIP/ OPINION PIECES
#8 MEASURE THE SUCCESS OF YOUR ACTIVITIES
#9 LISTEN, GATHER FEEDBACK AND LEARN
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Thank you.
Olivier Choron,
CEO and Founder, purechannelapps
+44 (0)7876 472 461
@purechannelapps
http://purechannelapps.com/uploads/infographic_socialondemand_PCA.pdf