1 Power Up Sales with Social Media Knowledge Lab 1:30-2:30
pm
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2 Todays Presenter Rebecca Chanin, Director of Marketing JK
Moving Services, Sterling, Virginia, U.S.
linkedin.com/in/rebeccachanin
linkedin.com/company/jk-moving-services @RebaChan @JKMoving
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3 A Little About Me 25 year career in marketing Strengths
Digital: search, online display, social media Traditional: offline
media/creative (TV, radio, print) Branding: messaging, visual
identity When Im not working Cooking, travel, reading, spending
time with family, eating cheese Too much time on social media
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4 A Little About JK Moving Services Established 1981 Third
largest independent moving company in North America Residential,
commercial, corporate, government customers Global and domestic
moving, storage, corporate relocation, logistics Headquartered in
the metropolitan Washington, D.C. area Fleet of 350+ pieces of
equipment; 15,000+ moves annually 650 trained, vetted moving
professionals
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5 Todays Topic Social Selling
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6 But First, A Few Statistics 77% of business-to-business
buyers dont talk to a salesperson until theyve done independent
research (Corporate Executive Board) IBM survey of 1,000 global
buyers: 1/3 are using social media to engage with suppliers 72% of
salespeople using social selling outperformed their peers and
exceeded quota 23% more often (Aberdeen Group) 2.5% = average cold
calling appointment rate (Keller Research Center, Baylor
University) 84% of prospects will respond to cold-calls or emails
when you leverage connections (Kenan-Flagler school of Business,
University of Carolina) LinkedIn stats: Total user base:
300,000,000 worldwide Continued explosive growth: approximately one
million new members every 12 days 48% spend more than two hours a
week on LinkedIn 40% of users check LinkedIn daily 65% of users are
outside the U.S.
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7 Social Selling What Is It & Why do It? Using social media
to interact with prospects and customers Find, connect with, gain
insights, nurture prospects and customers Grow your business
Provide value via thoughtful/relevant content Build your personal
brand Platform: most typically, LinkedIn. Depending on your
business, product, audience, and message, perhaps Facebook,
Twitter, Instagram, etc. Today, we will focus on LinkedIn.
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8 Professional head shot Headline with more than just your
title and company name Relevant contact information and web links:
company website, blog Executive summary about yourself Customize
the link to your profile page Current and past positions with
short, descriptive text Note at least five skills Education,
awards, volunteer work, videos, presentations, etc. Three
recommendations from your network (not all coworkers) Get Started -
Build your LinkedIn profile
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9 Is bigger, better? How many connections should you have Who
to ask to be a connection How should you ask Connections Building
Your Network
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10 Define your target audience or key influencers Engage with
the audience: Post content of interest: blog posts, articles,
videos Ask your network questions relevant to their work Discuss
what you learned at a conference or networking event Goal: at least
one post every business day Best times to post: early or late in
the work day Social Selling How To Do It
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11 Five types of LinkedIn Groups 1.Industry Groups Education,
connect with peers, competitive intel 2.Vertical Groups Industries
youre targeting for sales 3.Local Groups Connect with communities
where you want to build business 4.Professional Groups Hone your
skills 5.Parallel Groups Share the same target audience that you
are pursuing but in a different industry LinkedIn Groups
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12 Contribute Content is King Join discussions when you can add
value Post your own questions to the Group Add value and educate
Share links to helpful blog posts, articles, white papers, video Be
helpful, NOT sales-y Be a trusted advisor I Joined Some Groups Now
What?
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13 Prospecting Search for new prospects Save your searches
LinkedIn notifies you of new members that fit your criteria Use
your network for intel and/or to make introductions
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14 Preparing Go into meetings smarter Educate yourself about
your prospect, their company, news in their industry If the
prospect (or company) uses Twitter, it may be noted on their
profile Twitter feeds can be a wealth of info Go back to your
Groups and brush up
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15 Recap Invest time to create a robust LinkedIn profile page
Connect with courtesy Define your audience, seek them out, and
cater to them Post thoughtful content often Join relevant Groups
and contribute to the conversations Use LinkedIn Search and save
your searches for prospecting Conduct LinkedIn research to prepare
for meetings