the state of social€¦ · • 98% of sales reps with 5,000+ linkedin connections achieve ......

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© 2016 ShoeFitts Marketing, Inc. All rights reserved.

THE STATE OF SOCIAL ShoeFitts Digital Institute


MEET ABOO!

Almost nine year old, 110 lbs, Little Girl Newfie: aBoo!

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MEET XART (“ZART”)

WILL NOT SHARE AGE. WILL NOT SHARE WEIGHT.


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© 2016 ShoeFitts Marketing, Inc. All rights reserved. ?PRACTICE: FURRY FRIENDS?


COLD CALLING IS “MOSTLY” DEAD

Miracle Max, The Princess Bride (Billy Crystal)

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TODAY’S SALES PROCESS TAKES 22% LONGER THAN

FIVE YEARS AGO


YOU ARE WHO

SAYS YOU ARE.

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The world is flat.


I don’t want to connect

with everyone.

Social media is a waste of

time.

What about my privacy?

I’m too late to the game. I may as well just forget

about it.

I don’t know what to say. The regulations

are restrictive.

I’m on email overload already!

It is just a passing fad.

It’s just overwhelming.

I am not looking for

job or a date.

My clients aren’t online anyway.

I am too old.

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© 2016 ShoeFitts Marketing, Inc. All rights reserved. ?WHAT WORRIES YOU?


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•  98% of sales reps with 5,000+ LinkedIn connections achieve quota.

•  72.6% of salespeople using social media outperformed their sales peers.•  54% who used social media tracked their social media usage

back to at least one closed deal. Source: www.business2community.com, Sales Benchmark Index and Social Media and Sales Quota Survey.

SOCIAL SELLING SUCCESS


A third of clients, across all age ranges, say they searched online or via a professional or social network to learn more about a prospective advisor.

Source: LinkedIn and Financial Planning Association

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87% of buyers have a

favorable impression of a salesperson introduced to

them through a social network.

Only 4% of buyers have a positive impression of a

salesperson contacting via a cold call.

Source: LinkedIn.com

COLD CALLING IS DEAD


Source: Putnam Investments

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CRITICAL PART OF THE BUSINESS DEVELOPMENT PROCESS

Just over half of advisers who use social media said they had added new clients directly as a result of the use, averaging five new clients and $3.5m in new assets in the last year.



YES. I AM READING THE SLIDES.

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HOW DO I GET THE POINT ACROSS WITHOUT STATISTICS?

© 2016 ShoeFitts Marketing, Inc. All rights reserved. ?ARE YOU CONVINCED?

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ASSET GROWTH IN EXCESS OF 30 PERCENT!

High growth firms focus on three key strategies: •  Offer educational events •  Leverage professional networks on LinkedIn •  Focus on thought leadership activities Forty-one percent of the high growth firms experienced asset growth in excess of 30 percent.



Source: Cloudswave.com

Nearly 50% of Facebook users are friends with their

own parents.

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© 2016 ShoeFitts Marketing, Inc. All rights reserved. D75 MILLION; $25 TRILLION


As buyers’ seniority, purchasing budget, and number of purchase decisions increase, they are

more likely to use social media to improve the quality of their purchase decisions.

Source: IDC -‐-‐ Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience (April 2014)

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© 2016 ShoeFitts Marketing, Inc. All rights reserved. ?WHAT ARE YOUR GOALS?

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Source: Putnam Investments


THE EVOLUTION OF MARKETING

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DON’T BOTHER ME!

84%

of 25- to 35-year olds have left a favorite website

because of intrusive or irrelevant

advertising.

91%

of email users have

unsubscribed from a company email that they

previously opted into.

86%

of people skip television

advertisements.

44%

of direct mail is never opened.

200M

Americans have registered with

the FTC’s “Do Not Call”

List.


OUTBOUND

•  Telemarketing •  Trade Shows •  Direct Mail •  Print Ads •  Email spam •  TV/Radio Ads

INBOUND

•  Newsletters •  Blogs •  Social Media •  Search Engine

Marketing •  Value-ads

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THE SIX PRINCIPLES OF INFLUENCE

Source: www.influenceatwork.com and cialdini.socialpsychology.org

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SOCIAL SELLING THOUGHT LEADERSHIP


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By becoming thought leaders, professional services firms garner enormous business benefits. They become the go-to providers for their expertise. They make it dramatically easier for clients and centers of influence to refer new qualified prospects to them. Professional services firms that become thought leaders have much higher realization rates. Very importantly, they are instrumental in advancing their field by delivering meaningful value-added to select audiences.

~ Bruce Rogers, Chief Insight Officer, Forbes


SHARE YOUR SMARTS!

Image source: iStock.com by Getty Images

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•  Thought leaders write •  Thought leaders speak •  Thought leaders publish research •  Thought leaders use social platforms to amplify their reach


WHAT DO YOU SAY?

Curate Create

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© 2016 ShoeFitts Marketing, Inc. All rights reserved. Source: botjoy.com


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HOW OFTEN TO POST •  Socialbakers reports you should post to Facebook once a day for the

best engagement. •  For Twitter you should start with one to four tweets a day. •  Data directly from LinkedIn and compiled by Buffer suggests

you’ll reach 60% of your connections if you post on LinkedIn 20 times a month. (So, maybe each weekday?)

Source: SocialMediaExaminer.com


A TWEET ONLY LIVES 18 MINUTES

•  DDaayy oonnee.. HHoouurr oonnee.. •  DDaayy oonnee.. TThhrreeee hhoouurrss llaatteerr.. •  DDaayy ttwwoo.. HHoouurrss ccaann vvaarryy.. •  WWeeeekk llaatteerr.. AAdddd iinn aa ffeeww mmoorree.. •  MMoonntthh.. SSccaatttteerr lliigghhttllyy..

àà RREEPPUURRPPOOSSEE.. RREEPPOOSSTT..

Source: SocialMediaExaminer.com

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A MESSAGE FROM OUR SPONSOR!


CURATING WITH FEEDLY

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UPDATE/SHARE: BUFFER


COSCHEDULE

http://bit.ly/SFM-Coschedule

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DOES SOCIAL MEDIA REALLY WORK?

•  Reach or exposure: Measure the size of audience. •  Audience: Learn who participates in a conversation, along with the

most active users and influencers. •  Content: Monitor your top–performing (and worst–performing) posts. •  Sales: Track the conversion on your website.

© ShoeFitts Marketing, Inc. All rights reserved.

DIGITAL: IN ACTION

25.8% increase in LinkedIn company followers*

56% increase in website traffic*

24% increase in personal LinkedIn connections*

156 views and 16 thumbs up on first LinkedIn article post

*Since April 2014

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© ShoeFitts Marketing, Inc. All rights reserved. ?WOULD YOU LIKE THE LINK?


SEARCH ENGINE OPTIMIZED WEBSITE

BLOGS

WEB LANDING PAGE/EMAIL LIST

EXTRA SPECIAL OFFERING

SOCIAL MEDIA

WHITE PAPERS

WEBINARS E-BOOKS/ RESEARCH

PUBLIC RELATIONS

ARTICLES EVENTS/

VOLUNTEER

REFERRALS

PUBLIC RELATIONS

CURATE VALUABLE CONTENT FOR YOUR AUDIENCE

DIGITAL MARKETING ECOSYSTEM

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SOCIAL NETWORKING SOCIAL CAPITAL


YOUR SOCIAL SELLING PLAN

Similarity Grow social networks, engage with and follow influencers, and participate.

Consistency Accurate profiles, story-telling focus, service oriented.

Reciprocity Pay attention to your communities needs. Offer valuable solutions, resources, or introductions

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LEARN MORE AT BOTJOY.COM


SOCIALSELLING.SHOEFITTS.COM

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February 18: HHooww ttoo MMaakkee DDiiggiittaall MMaarrkkeettiinngg WWoorrkk ffoorr YYoouu •  Scale marketing to meet your sales efforts. •  Create a sustainable digital marketing plan. •  Discover more ways to monitor and measure. •  Avoid antiquated practices that no longer produce results. •  Launch into the year with the confidence and tools you need to succeed.

March 17: HHooww ttoo CCrreeaattee aa KKiilllleerr DDiiggiittaall BBrraanndd •  Know why clarity and positioning win the day. •  Nail a powerful brand voice. •  Tap into the magic of meaningful visuals. •  Identify low-cost, high-impact opportunities for brand engagement. •  Exploit the uninspired turtles in your region.

2016 SHOEFITTS DIGITAL INSTITUTE


Sheri Fitts

www.shoefitts.com

www.linkedin.com/in/sherifitts

@missfitts

www.facebook.com/shoefitts

www.advisortweets.com/blog

the state of social€¦ · • 98% of sales reps with 5,000+ linkedin connections achieve ......

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