Social selling and SMEsChimera or reality

• Social selling: What is it? Is it interesting?

• Social selling and SME: Concrete obstacles

• Social selling and SME: Best practices

• Conclusion

TABLE OF CONTENT

As you have gathered, social selling entails using social

media to find, educate and engage with prospects

THE PROOF

Independants Max 20 FTE

OUR CLIENTS

THE WORLD HAS CHANGED

• There are more Facebook pages than websites nowadays • There are more users of networks than e-mail account holders

The use of digital channels and the social media has picked up steam

Off Line Digital Social

THE PROOF

90%

Decision-makers do not respond to

‘cold calling’

Cold emailing:very low degree of openness

http://www.emailing.com/blog/statistiques-e-mail-marketing/

Unaddressed promotional material

Not measurable! + expensive

Website OK but depends on referencing

1 page « Le Soir »: 1 500 euros

OBSTACLE

Sponsoring: 3000 euros on average a year

OBSTACLE

OBSTACLE

OBSTACLE

Psychological:

- Dramatization of the digital- Lack of ambition - False beliefs

Linked to resources:

- Marketing skills- Communication skills- Social media skills- Graphical skills- Budgets

OBSTACLES TO SOCIAL SELLING IN SMES

THE GOOD REASONS

OMNICHANNEL

*Source: Bisnode. Florent Diverchy

Website

• Work on the fundamentals1. Brand and positioning

• Concept and Value proposition

• Competitors

• Target

• Brand story (roots)

• Brand framework (vision, purpose, positioning, point of difference)

• Values

• Brand voice and values

• Visual identity

• Baseline

HOW TO GET THERE

HIGH IMPORTANCE OF CONTENT

HIGH IMPORTANCE OF CONTENT

• Work on the fundamentals2. Social media strategy

• Choice of networks (depending on the target)

• Contents (depending on the target)

• Paid reach

• Publication frequency and Language

• Campaigns

HOW TO GET THERE

THE IMPORTANCE OF CHOOSING THE RIGHT NETWORK

Always be aware.Article found in the Metro newspaper while taking the train to go to Brussels.

Budget: 3 euros on 3 daysReach: 754Engagement: 156

For a very local store

HIGH IMPORTANCE OF CONTENT

DEALING WITH SMALL CAMPAIGN BUDGET

✓Advise and guide the implementation :

✓ Take a new look at your social accounts

✓ Seek ideas

✓ Identify needs in terms of contents

✓ Supervise their actual attainment

✓Mobilize your team through visits and communications

✓Make its skills available to help create visuals

✓Publish at the right time on the right networks

✓Manage the sponsoring, and

✓Manage interactions with the members of their pages.

HOW TO GET THERE

Everyone has a football at home, everyone is not Eden Hazard

PROFESSIONAL

The purpose of being on a date is not only to tell the other about yourself.

PROFESSIONAL

A Community Manager needs good content to do his/her job such as the hairdresser who needs good scissors to do a great hair cut.

Scissors like content are the key.

PROFESSIONAL

Most important of all = involve the team!!!

Best example: We invest

HOW TO GET THERE

Social selling (in the wide meaning of the term) – Yes

Social selling and SMEs = YES

On condition that:

• Real strategic decision (remove obstacles and false beliefs)

• Provide guidance to fill gaps in internal resources

• There is a good move available!!!

CONCLUSION

Thank you !