Embed Size (px)
Citation preview
Emerson Confidential
Win-Win:
Help sales folk meet their targets AND
Implement your corporate social marketing
strategy
Nick Taylor
@NickaTaylor
www.linkedin.com/in/nickataylor
My Promise Today
• Share a little about my world
• Explain what we hoped to achieve
• Tell you about what we did & what we learnt along the way
• Talk briefly about the processes; how we manage & measure
• Share what we achieved
• Leave you with 10 commandments as a summary
3
my world
4 Emerson Confidential
How We Help Our Customers
$100 $50M
Emerson’s People in My European World
B2B = People to People
But We Are Missing Out on the Conversation
8
“Of All the Information You Paid Attention to During Your Purchase, What
Percentage Came from Each of the Following Sources?”
n= 545 Source: 2012 CEB B2B Customer Survey
Suppliers
Third-Party Consultants/Evaluations/Experts
Colleagues or Other Customers
Other Sources
Building Emerson’s problem
solving reputation by increasing
the visibility of our experts and
technologies.
Emerson Automation Solutions
Strategic Direction
Organization
Expertise Technology
Problem
solving
Let’s Launch a Social Marketing Programme!!
10
10
My Research Lab – A Kayak Club
Learn in Safety
European Social Expert Programme
12
200 Invited to Join • Recommendations
• Talent Spotting
• Jobs roles that matched
Face to Face Training?
13
200 people
Lisbon to Vladivostok
…..
$$$$$$$$$$$$
Self Paced On-Line Training?
9 Hours of Narrated PowerPoint
Blank page
Why Training
16 Emerson Confidential
Training Webinars
• How to Use LinkedIn
• Why Use LinkedIn
• Article Publishing Deep Dive
• LinkedIn for Managers of Sales People
• Skills Workout
• LinkedIn for HR
20 Minutes
• Light
• Informal
• Slides & Live Demo
20 Minute Training Webinar
Why Use LinkedIn?
20 Minute Training Webinar
How to Use LinkedIn
• Basics
– How to post updates & articles
– Show how to share to public/group/people
– How to grow their network
– Follow their customers
– Follow their employer
– When to use the mobile app
• Style
– Share what good looks like: Share ugly babies
– Start gently: Watch, listen, learn, like, follow, comment, write
– Choreography – don’t leave it to chance (organic)
• Religion
– Always have a Call to Action: what you want to them to DO?
– Track
– Image rights – Be Stern
– Hero Stories
Hero Stories
20
21
Reaching New Customers with New Products
Becoming Known for Something New
• A team from the Business Academy chose to promote Permasense via Social Media
• They made a message based on customer pain, not product features
• They made an eye-catching cartoon
• Many (10+) social experts understood the simple message so felt confident in writing their own article
• In the first 3 weeks the posts were viewed by 1000 people, the landing page received 250 visits & 5 leads were transferred into CRM.
• A Swedish customer requested a visit
22
Reaching Customers We Don’t Know
…Then Meeting Them
Making Appointments with New Contacts
• Sam Thiara read an on-line article about ADNOC whilst preparing for a trip to Abu Dhabi
• Sam shared the article on LinkedIn
• John Doe, who is connected to Sam, ‘liked’ the article
• Joe Smith of ADNOC is connected to John Doe so he saw John Doe’s ‘like’. He also ‘liked’ the article
• Sam contacted Joe via LinkedIn & started a conversation
• On Sam’s next visit to Abu Dhabi he met face to face with Joe in ADNOC
Joe Smith
What to Post
Nick, What should I
talk about?
What to Post
Coaching Not Training
• What do you normally talk about?
• What do you talk about on a trade show booth?
• Think help, not sell
• Give them things to post: pics, approved words, press releases
• Show them posts to like, share, comment
Everything Else I Learnt
• No marketing waffle – don’t re-use your corporate marketing slides
• Sales people are coin operated – they have only one objective – reaching their sales target
• Their Calendar Event is good: Trade Show, Seminar, Webinar
• Lead by example
Processes & Tools – How are the People Doing?
Name email LinkedIn
Profile
Followers Articles Active
Recent
Star? Job Manager Group Country Role
Peter XXX@ ABC/123 10,000 Y Y Y Sales
Engineer
Jane Flow UK Marketing
Benoit XXX@
ABC/123
75 Y Y N Development
Director
André Reliabiltiy France SME
James XXX@ ABC/123 1,500 N Y N Inside Sales Stuart Temperature UK SME
Erik XXX@ ABC/123 150 N N N Country
Manager
Roel Flow Belgium GM
Processes & Tools – How Engaging are the Posts?
27
Name 1st
Connections
Views Likes Shares Comments Clicks as %
of views
Views as % of 1st
connections
Clicks to
CTA
Peter 300 40 18 0 0 15%
Benoit 7,000 569 117 13 8 8%
James 11,000 315 90 15 4 3%
Post 1 total 17,300 924 225 28 12 12.2% 5% 133
Data harvested manually…
We’re more interested in hero stories
than numbers
European Social Expert Programme
200? • 80 regularly active
• 30 stars
• ~30 left, 30 joined
• ~50 will probably never make it
Hard to predict who will be good
Help those who are interested; Ignore
those who are not
Keep recruiting
Achievements
• Leads
• Visit requests
• Quotation requests
• New contacts to trade show booths & seminars in our office
• Reached customers we do not already know
• Appointments with people who we didn’t know before
• Become known for new things
• We are making our technology & experts visible
• So we are achieving our corporate marketing objectives…
10 Commandments
1. Why? Encourage them – Hero Stories
2. How? Explain the tools, show what is possible
3. What? Help them find their voice
4. Think help not sell
5. Don’t re-use your marketing slides
6. Choreography beats Organic reach
7. Events in their Calendar focus their minds
8. Know when to back off
9. Always be recruiting (talent spotting)
10. Teach them CTA (Call to Action)
11. Track
12. Get yourself a Research Lab
Win-Win:
Help sales folk meet their targets AND
Implement your corporate social marketing
strategy
Nick Taylor
@NickaTaylor
www.linkedin.com/in/nickataylor
