The Complete Guide to Social Selling - Bobit Studios The Complete Guide to Social Selling. Welcome 3

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  • The Complete Guide to

    Social Selling

  • Welcome 3 things I’ve learned:

    1. People sometimes don’t want to participate in discussion

    2. Sometimes questions are very specific

    3. Unsure of what questions you’ll have until you do the work

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    ALEJA SEABRON

  • Training Topics

    1. Market breakdown by platform

    2. Business content guidelines

    3. Path to the pitch

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  • MARKET BREAKDOWN BY PLATFORM

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    Facebook

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    Instagram

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    Twitter

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    LinkedIn

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  • BUSINESS CONTENT GUIDELINES

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    General Guidelines

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    Exceptional Business Content 1. Well written

    2. Targeted

    3. Optimized

    a) SEO

    b) Lead generation

    4. Valuable

    5. Drives results

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  • PATH TO THE PITCH - MO’ MONEY

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    Objective 1. What do you want out of this?

    - Increase sales?

    - Push or pull sales strategy?

    - Awareness strategy or close your sale?

    - Which step of your sales funnel do you want to reach your customers?

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    Objective

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    Objective 1. What do you want out of this?

    - Increase sales?

    - Push or pull sales strategy?

    - Awareness strategy or close your sale?

    - Which step of your sales funnel do you want to reach your customers?

    2. Length of time for the campaign

    - Establish project framework

    - Determine how to approach the project as a whole

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    Teaser 1. How will you trigger engagement?

    2. Different types of conversations you want to be involved in

    - Your brand is mentioned

    - Your competitors are mentioned

    - Generic subjects with little/no connection with your business

    3. Decide call to action

    - Offer a discount

    - Link to a website

    - Link to a form

    - Appointment proposition

    - Initiate a DM?

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    Segment 1. Decide the client persona you will address

    - Will help you target the right people

    - Will help ensure consistency in message and tone of voice

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    Persona:

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    Segment 1. Decide the client persona you will address

    - Will help you target the right people

    - Will help ensure consistency in message and tone of voice

    2. Choose the right segments

    - Can base on gender, demographics, age, communities, interests

    3. Social listening

    - Track mentions

    - Keep your pulse on what customers are staying up-to-date with

    - Examine the context and larger trends from those conversations

    - How will you respond?

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    Platform 1. Remember:

    - Be careful not to cross the line

    - Make sure your engagement efforts are not perceived as intrusive

    2. Start your engagement process

    - Select your social seller dream team

    - Pick the engagement platform that suits you the best

    - Start engaging your defined audience with your best teaser

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    Measure 1. Define KPIs

    - Conversion rate

    - Engagement rate

    - Conversation volume

    - Click rate

    2. Link to your objectives and adjust, if necessary

    - Consider A/B testing

    - Pivot your teaser

    - Adjust your audience

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    Metrics Awareness: these metrics illuminate your current and potential audience.

    - Brand Awareness

    - Audience Growth Rate

    - Post Reach

    - Potential Reach

    - Social Share of Voice (SSoV)

    Engagement: these metrics show how audiences are interacting with your

    content.

    - Applause Rate

    - Average Engagement Rate

    - Amplification Rate

    - Virality Rate

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    Metrics Conversion: these metrics demonstrate the effectiveness of your social

    engagement.

    - Conversion Rate

    - Click Through Rate

    - Bounce Rate

    - Cost Per Click (CPC)

    - Cost Per Thousand Impressions (CPM)

    - Social Media Conversion Rate

    - Conversion Rate

    Consumer: these metrics reflect how active customers think and feel about your

    brand.

    - Customer testimonials

    - Customer Satisfaction (CSat) Score

    - Net Promoter Score (NPS)

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    Content Promotion Step 1: Find your best performing organic posts

    Step 2: Target the right audience

    Step 3: Build your ad

    Step 4: Set your budget

    Step 5: Measure performance - Reporting

    - Benchmarking Does it align with my objectives?

    Does it help me make decisions?

    Do I have the capacity to measure it effectively?

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  • TOOLS AND RESOURCES

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  • CHOOSE THE RIGHT MANAGER OR TEAM

    1. Wordsmith

  • CHOOSE THE RIGHT MANAGER OR TEAM

    1. Wordsmith

    2. Ability to spot CURRENT trends

    3. SEO

    4. Customer service – LISTENS to customers

    5. Moves quickly

    6. Design and photo editing

    7. Analytics and reporting

    8. Video creation

    9. Paid social basics

    10. Research and planning

    11. Thick skin (and zero ego)

    12. Love and empathy

  • TOOLS OF THE TRADE

    Small – Medium Businesses Enterprise Businesses

    Sprinklr

    Oktopost

    Falcon.io

    HubSpot

    Salesforce Social Studio

    Social Hub

    Spredfast

    Likeable Hub

    Social Flow

    NUVI

    Buffer

    IFTTT

    Hootsuite

    Sprout Social

    Agora Pulse

    Sendible

    eClincher

    Social Pilot

    CoSchedule

    MavSocial

    Friends+Me

    Crowdfire

    Edgar

    Post Planner

    Tailwind

    Later

  • INSPIRATION: FACEBOOK OR SHORTY AWARDS

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    ADDITIONAL LMC SERVICES

    The LMC Group provides a team of experts to partner with you for your needs.

    We offer support and resources in the following areas:

    HUMAN RESOURCES

    MARKETING/BRANDING

    ADVERTISING

    GROWTH/BUSINESS DEVELOPMENT

    OPERATIONS

    PROJECT MANAGEMENT

    SOFTWARE IMPLEMENTATIONS

     TRAINING AND DEVELOPMENT

    MEASUREMENT/BENCHMARKING

    CUS