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PleaseDon’t Cold Call Me on Social MediaLinkedIn, Social Selling Summit, “Intro Elevating Sales”18 June 2015Andrea EdwardsHead of Content Marketing & TrainingNovus Asia@AndreaTEdwards
Avid Social User +
Top 100 Social Seller Singapore
on LinkedIn
Did you know that your customers are 90% of the way through your sales cycle before they even come to you?
And what about the rest?
Where are they?Getting advice from peers on LinkedIn groups
Making decisions during Tweet chats
Attending networking events
Chatting with friends at BBQs
Reading influencer blogs on LinkedIn
Reading blogs by peers in their industry
On Google hangouts hearing opinions from around
the world
Talking to friends on Facebook
But they’re alsobeing entertained
Or looking at kittens? Meet Xena
15% of people trust recommendations from brands84% trust recommendations from people they knowSales representatives using social media outsell 78% of their peersLeads developed through employee social marketing convert 7x more frequently than other leadsReference: wersm
dominates as the“entry network”of choice amongCEOs
Of CEOs with only 1 network, 73% chose LinkedInNearly half of all social CEOs are only on LinkedIn — presumably because of the unmistakable business benefits
But now the noise is ramping up
So what’s the magic? How can you be where your customers are, influencing them?
Content must sit at the heart of business
CONTENT
What is content? How should we think about it?
I believe it’s anything that starts a conversation
To earn the right to your customer’s time, your content must be awesome, it must be all about the customer and it must be at the heart of everything you do as a brand
Content marketing isn’t speaking about your brand, products or services
It’s about speaking to the whole
customer
Helping your customers succeed
Assisting them in being more informed
Improving their lives
Answering their questions “If you want to sell me a camera,tell me how to take great photos” CMI
Three focus areas to finishUnderstand your customer
Share and give
Inspire, then feed your team
I’m female
Probably in my 40s
I’ve lived in Australia, England, the US, Singapore and Thailand
I obviously love to travel
I’m probably courageous if I do
I was a musician in the Army, so probably creative
My entire career is communications focused
I’m probably a seeker in life
I love to share my knowledge – I believe in giving
My blogs provide insight into my values
I’m informal xxx
I’m irreverent
I obviously love social media
I love how technology transforms lives
I believe in empowerment and equality
15 things you can learn about me on LinkedIn?
That’s powerful knowledgebut there’s more…If you comment on my blogsShare my contentLike my updatesEngage with me
Guess what?
There’s a lot of talk about the Sharing EconomyBut really, we must focus on the Giving Economy
Because today it’s not about you!It’s about your customer and the value you deliver to them
If you can consistently put yourself in your customers’ shoes, you can’t lose
This new world is all about giving — it’s where you can really shine
The 1/9/90 % rule applies
SupportersCreators Lurkers
You and your team must be in the top 10%
Feed your team
All of this isculturally challengingCultural – America vs rest of the world
Our role in our communities
Still selling and telling
Limited understanding of benefits to us and our business
Take-awaysBe brave and bold
Use social data
Be customer obsessed
Move content to heart
Inspire brand ambassadors
Train and reward stars
Feed amazing content to shine
Create a giving culture
@AndreaTEdwards
AndreaEdwardsAsia
Communicatingasiapacific.com
Communicating Asia Pacific
@NovusAsia
Novus Asia
Novus Asia
WeAreNovusAsia