space invaders to angry birds - social selling and the transition from open networks to closed...

From Space Invaders to Angry Birds

November 2011

Social Selling – and the Transition from Open Networks to Closed Communities

© 2011 SAP AG. All rights reserved. 2

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@TimLonghurst

1. Eye on the future

2. Finger on the pulse

3. Seat at the table

“The game had changed ...”


Social Media Adoption

http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/

http://techcrunch.com/2011/10/17/twitter-is-at-250-

million-tweets-per-day/

The growth of social networks has been accelerating.

Daily users (August 2011):

Facebook – 310 million

StumbleUpon – 27.5 million

Twitter – 22 million

Flickr – 10 million

LinkedIn – 8 million

Twitter messages (per day):

September 2010 – 90 million

January 2011 – 100 million

October 2011 – 250 million


Knowledge Doubles

Kurzweil shows that knowledge

doubles every year and has been

doing every year since the 60s.

How do we deal with this

avalanche of information?


Eric Schmidt, Google

Between the dawn of civilization

through 2003, five exabytes of

data was created ... Now that

much is created every TWO

days.

“

”


Tech Innovation

There’s more power in your

hand than what was used to put

man on the moon


Can You Be Interrupted?

http://news.cnet.com/8301-27083_3-10469162-247.html?part=rss&subj=news&tag=2547-1_3-0-20


Social media is not just about sales or marketing

(though it is a good place to start)

Your Business

SALES

Social Selling

HR

Social Recruiting

COO

Social Customer Service

MARKETING

Social Marketing

CHANNEL

Social Ecosystem

COMMS

Social Public Relations

Every organizational unit is being impacted by social Sales or marketing is an obvious first step for most enterprises. Aberdeen Group recently reported (June 2011) that 53% of retailers are pressured by increased consumer use of social media. But it’s not just about “listening” or monitoring, it’s about shadowing the constant shifts in customer affinity.

Gain customer intelligence

Identify new sales targets

Develop closer relationships

Shorten buying cycles

Grow your prospect base


People are less reliant on advertising

Decision makers are turning to their trusted networks for advice at all phases of the sales cycle

And so should we!

They are researching options before they commit

Why Think About “Social”? The “Game Changer”


Identify buyer

Initial Contact

Meeting/ Call

Assess Needs

Determine Budgets

Demo or Proof of Concept

Submit Proposal

Purchase

Outbound Sales


Search, find, research

Website and

Resources

Download and View

Initiate Contact

Share Project Info

Share Specs

Engage in Demo

Request Proposal


We needed to reframe the

sales process


Use available tools (slingshot) to

aim the birds (each with special

abilities) at structures


The objective:

“eliminate the pigs”


Developed by Rovio Mobile

“puzzle video game”


“addictive game play” win

win

win

win


Three Primary Elements

Targets Players Strategies

a h s


Sponsor

Stakeholders

Distractions

Don’t forget to

smell these

Influencers

“Targets”


“Players”

Account Executive

Sales VP

Quota

Closed


“Strategies”

a h s

Where do you aim?

What is your angle?

Direct/indirect?

Focus and effort?


Social Selling and Social Customer Relationships

How do we respond to

these complexities?

Using the scale and reach

of social networks to

accelerate and extend the

sales process.


The customer is in control of the

conversation. SCRM is the company’s

response to the customer’s control of

the conversation. There is no joint

ownership of the conversation. But

there is no control by one or the other

of the relationship between them.

Though the “power balance” can lean

toward one or the other. Right now it

leans to the customer.

“

” http://bit.ly/rAzQGx


Three Cs of Community Engagement

Content

• Source

• Transform

• Coach

• Tag + Spotlight

• Consumption

Cadence

• Timing + Pace

• Orchestration

• Message Discipline

• Ride the Waves

Conversation

• Monitor + Respond

• Identify + Leverage Influencers

• Collaboration

• Drive + Leverage Campaigns


Players

Targets

Strategies


Players

Targets

Strategies

Eye on the future

Finger on the pulse

Seat at the table


CIO

VP

Knowing your targets

Fish where the fish are

Connecting the dots


Connecting Your Network

1. How many connections do you have?

2. How many customers are you connect to?

3. How many colleagues are in your network?


http://www.breakingcopy.com/social-media-flowchart-status


Easy to Start, Small Steps

Small time commitment and modest

objectives:

1. Grow connections by 25%

2. Publish 12 status updates

3. 10 step, assisted program


10 Step Program

1. Training

2. Profile Makeover

3. Connect to People You Know:

Outlook plugin

Connect to colleagues

Follow companies

4. Connect to People You Need

Advanced search

Reachable

5. Participate in your network

Status updates, thought leadership

Groups

6. Make It Part of Your Day

7. Amplify Campaigns and Themes

8. Direct Contact:

Look to stakeholders and influencers

Ask for introductions

9. Follow Guidelines

Corporate guidelines

10. Supercharge Your Summary


Quick wins

Demonstrate value

Measurable


One Connection Opens a Network of Opportunity

CEO

CFO

CEO

CEO CEO

CEO

CEO CIO

CEO CEO

CEO

CEO

CEO

CEO


Network Becomes Your News

1. Keep up-to-date with

your contacts through

Profile feed

2. Use LinkedIn Today to

see what is relevant and

important in your network

3. Participate and engage

with your network in the

one place


Supercharging Your Summary

Employ the principles of inbound

marketing on your Summary

STOP: Using the “Summary” space to

summarize your experience.

START: Using it to put forward your value

proposition to any contact.

Explicitly:

Welcome people to your profile

Describe recent scenarios or use cases

where you have delivered results to your

customers

Explain why someone should contact you


The Open Network is Also a Gateway

Lessons Learned Outcomes

Different birds are different

Those from the Twitter program picked up LinkedIn more aggressively

Most people overestimate their expertise

Momentum is only achieved through participation (ie you have to engage with the concept before you see success)

Even the most uncommitted participant grew their network by 20%

Many participants grew their networks by over 40%

It takes longer than you can imagine


“You Always Need Another Level”


SAP Community Network

http://www.slideshare.net/markyolton/blogwell-20june2011-mark-yolton-sap


http://www.flickr.com/photos/42228837@N06/4220872666/


PCN Connect

An innovative, closed community platform connecting information, knowledge and people from SAP and the network of premier customers.

Not all information – just the most relevant (self service)

Support the customer decision making process

Connect customers with each other


Combining Open + Closed Networks

Customer Network

Closed Network

Open Network

1. Eye on the future

2. Finger on the pulse

3. Seat at the table

Thank You!

Contact information:

Gavin Heaton

E: [email protected]

M: +61 404 004 516

http://www.linkedin.com/in/servantofchaos

@servantofchaos

space invaders to angry birds - social selling and the transition from open networks to closed...

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