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Social Selling and Social CRM Seminar with Shane Gibson
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Socialized.me/dtmselling @SocializedTeam
Social Selling The New Rules of Engagement in Sales and Marketing
with Shane Gibson
Socialized.me/dtmselling @SocializedTeam
Saying you don’t believe in social
media is like saying you don’t believe
in the internet
Socialized.me/dtmselling @SocializedTeam
“The Customer Owns Your Brand”
Socialized.me/dtmselling @SocializedTeam
Why You Shouldn’t1. You have hired morons – even if you trained
them they would just be motivated morons.2. You have so much profitable business that
you couldn’t handle any more3. Your product is substandard4. Your company and culture have major
issues5. You haven’t or will not equip them
Socialized.me/dtmselling @SocializedTeam
Why You Should1. It’s not marketing it’s
talking to customers2. It adds to value added
frequency versus just sales touch-points
3. It opens up new channels
4. It can save time5. Load balance your
branding – we all become ambassadors
6. Immediate data instead of compiled and stale data
7. It makes them almost as smart as your customer
8. You can see the activity9. It builds a passive pipeline
and makes projections easier It builds a fence around the customer
10. It elevates sales people above pitch artist to trusted advisor
Socialized.me/dtmselling @SocializedTeam
Selling
“… is about creating an environment where an
act of faith can take place”
Socialized.me/dtmselling @SocializedTeam
Trust
• Value added frequent contact consistently over time.
• More value and more time means more trust
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
900 million 1Billion
Socialized.me/dtmselling @SocializedTeam
175 200 Million
Socialized.me/dtmselling @SocializedTeam
300 million updates/day
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
3Billion Views/Day
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
The Rules of Engagement#1 Stop pitching and start connecting#2 Doers win in the game of social media#3 It’s not about you#4 Be fearless in your contribution to community#5 Don’t be a social spammer, engage#6 Be authentic#7 Be consistent#8 Leverage through influencers and community
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
Who’s Mitch?
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
Nano-Markets & Nano-Tribes
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
CATEGORY
USERS NON-USERS
RETAIN DEVELOP REGAIN GAIN
AAbsolute
BBeneficial
CConvenient
High Yield& LargerInvestment
Lower Yield& SmallerInvestment
Pro-Active &High Relation-ship Selling
Passive &Lower Rela-tionship Selling
The ABC‘s of Targeting
Socialized.me/dtmselling @SocializedTeam
Calls
1st
2nd
3rd
4th
5th & Onward
Converted
2 of 100
3 of 98
4 of 95
10 of 91
81 of 81
Percentage
2%
3%
4%
10%
81%
(100 Competitor’s Clients Converted)
Sales Conversion Ratio
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
Listening
Socialized.me/dtmselling @SocializedTeam
Business Intelligence
• Search.Twitter.com• Mention.net• Linkedin.com/Signal• Customer/Community blogs and
social networks• Competitor/Industry news, blogs,
and social networks
Socialized.me/dtmselling @SocializedTeam
Blog.suggestionbox.com
Socialized.me/dtmselling @SocializedTeam
Real-Time Feedback
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
Score Keeping?
Socialized.me/dtmselling @SocializedTeam
Stakeholder Spotting
Socialized.me/dtmselling @SocializedTeam
Twitter Search (Local)
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
Inte
l/D
ata
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
LinkedIn Signal
Socialized.me/dtmselling @SocializedTeam
Social Selling CRMSCRM
SocialemailValuesPreferencesDataRelationshipHistoryBusiness IntelPersonal Intel360 view
SCRM
Socialized.me/dtmselling @SocializedTeam
Expert Curator• Sharing Tools• Industry Blogs• Geographic and Vertical Specific
News• Experts list• Zite• Linkedin.com/Signal
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
Sharing on-the-fly
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
Socialized.me/dtmselling @SocializedTeam
How to Win as a Social Business1. Align with Business Goals2. Identify Your Your Nano-markets3. Pick the Right Platforms4. Map out Social Media Policy & Educate5. Map out Your Plan6. Implement Listening and Engagement Strategy7. Create focused content/conversations 8. Scale through community and relationships
Socialized.me/dtmselling @SocializedTeam
Lets Connect
Socialized.me/dtmselling@ShaneGibson @AnthonyCaridi@mitchyballen
#dtmvip