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WHY & HOW SOCIAL MEDIA
Personal Experience from a Sales Exec
Simon PorterVice President MidMarket Europe
January 22nd – 2014
© 2015 IBM Corporation 2Our world has changedOur world has changed
© 2015 IBM Corporation 3Clients demand instant access & serviceClients demand instant access & service
© 2015 IBM Corporation 4Our clients are movingOur clients are moving
© 2015 IBM Corporation
In a recent study done by KnowledgeStorm of B2B technologydecision makers the following statistics were revealed:
5Our B2B decision makers are using itOur B2B decision makers are using it
In the same study it was shared that of 69% of B2B buyers use socialnetworks "primarily for business networking and development."
%participate in
video
%participate
blogs
%participate in
Social Networks
%participate in
Podcasts
© 2015 IBM Corporation 6Social Business is about EngagementSocial Business is about Engagement
© 2015 IBM Corporation 7Not broadcastingNot broadcasting
© 2015 IBM Corporation 8It might be overwhelmingIt might be overwhelming
© 2015 IBM Corporation 9Each channel has it’s own purposeEach channel has it’s own purpose
© 2015 IBM Corporation 10My external social footprintMy external social footprint
Klout
© 2015 IBM Corporation 11My social lensesMy social lenses
© 2015 IBM Corporation 12My social lensesMy social lenses
#cloud #ibm#smb#midsized#cloud#business
#running#teaming#personal attention
© 2015 IBM Corporation
My Year on Twitter
Insight All Tweets Retweets Tweets Impressions
#cloud 41948 32071 9877 278258870
#smb 16037 11678 4359 125718650
#bigdata 10520 7587 2933 60444554
#msp 10258 7792 2466 69009856
#ibm 10222 6834 3388 59379158
#analytics 6552 4637 1915 39511455
#bluemix 4553 3350 1203 22568943
Follower Growth
A Year of Effort
Top Tweets
Hashtags I usedTopic Wordcloud
© 2015 IBM Corporation 1414My twitter reachMy twitter reach
© 2015 IBM Corporation
The Power of People in Social
© 2015 IBM Corporation
How & Why To Make Time
How
Start of day over coffee for 15-30mins as a routine
As I travel
Spare minutes between meetings / calls
Respond to Linkedin mail / Twitter DMs ahead of email
Why
• External credibility - LinkedIn Endorsements / Influencer
• Klout – gamification on ranking
• Learn about the market / competition as I read articles
• Engage new buyers / prospects
© 2015 IBM Corporation
What to Tweet About / distribute on LinkedIn ?
Content Sources
• IBM Voices : for IBM partners
• Scredible.com : define topic areas
• Trusted Sources : eg Comparethecloud / Tubblog
• LinkedIn Groups
• Twitter – Hashtag searches
Porters Tips
• Search for key Influencers / Partners / Prospects – follow them & they follow back
• Concentrate on external followers not other IBMers
• Respond to any feedback / comments within 24 hours
• Focus on some subject areas – cloud, SMB, analytics etc
© 2015 IBM Corporation
Kred Scredible
Provide external articles againstsubjects you define
See which tweets are most popularfrom your stream and re-tweet
© 2015 IBM Corporation
Scheduling Tweets / LinkedIn messages
19
• Buffer or Hootsuite
© 2015 IBM Corporation
How to paste an article to social media
20
© 2015 IBM Corporation
How to See who is interacting with you on Twitter?
21
© 2015 IBM Corporation
How to search on Twitter
22
© 2015 IBM Corporation 23
Direct Messaging on Twitter
If connected withsomeone on Twitteryou can DirectMessage themprivately - like email
23
© 2015 IBM Corporation
Linkedin Tips Add no more than 20 new contacts per day, to maintain
conversations. Adding more than 20 will flag you as apossible spammer
Be polite, add a personal message to your invitation– “Hi Gina, please accept my invitation to connect. I am
seeking to build a group of executive women inhealthcare and I’d be pleased if you would join mynetwork”
Enhance your connections with Groups :– You can join up to 50 groups - from professional
groups to alumni groups– Also look for topic-oriented groups that are relevant to
your business, functional responsibility etc– Check out the Groups Directory and use the search
groups feature on the upper left-hand side
Categorize Contacts– Use these TAGS to organize your contacts
Porters Tips
Before every external meeting with a new contact lookthem up on LinkedIn
After every meeting connect with the person on Linkedin
Post interesting articles to your community of contacts touse as a marketing tool
24
© 2015 IBM Corporation
How to See who is interacting with you on LinkedIn?
25
© 2015 IBM Corporation 26
How to search for Contacts / Leads
Find People– Great for demographic/industry searches
Advanced People Search– Enter any piece of information you’d like to
search by
Blind Reverse Search– Search within a company to see who in your
network knows someone you want to know.– Your contact can introduce you through
InMail.
The French team have a $1m+ opportunity as aresult of LinkedIn connection initiated bythem
The Israel team closed major cloud deal with‘unknown’ Gaming company that has 10musers/day
Use the Company Pages to find CXO contacts
© 2015 IBM Corporation 27
LinkedIn example
© 2015 IBM Corporation 28A Simple scorecardA Simple scorecard
How can I track ROI with Social Selling ? An example
http://www.salesforlife.com/sales-metrics/how-can-i-track-roi-with-social-selling/
© 2015 IBM Corporation 29
2. Content and inbound
Introduction to Inbound MarketingContent and ContextContent CreationContent CurationContent Amplification
3. Social Selling and CRM
Twitter ListsSocial AnalyticsInfluencer MarketingSocial CRMWith Tools
1. Getting Started
WelcomeCurrent LandscapeGetting Started with Twitter, Linkedin,Xing, Google+ and more
Social Marketing Webinar Agenda and Topics
+
A broader view
+ SOCIAL MEDIA FOR CONTENT
SOCIAL MEDIATie into these communi eswith your own accounts, join
groups, recruit and engage
RICH MEDIACreate rich media and seed inpopular channels.
BLOGSGet your content out into theblogsphere to extend reach and
also improve your SEO
BOOKMARKINGBookmark and index all content tomaximise exposure and back links.MICRO BLOGS
Feed content out, and link back, and
search profiles and comments to
engage.
+The advocacy (loyalty) loop
Last year we launched a ‘marketing enablement’programme of partner training, focusing on SocialMedia Marketing for B2B first, and then DigitalMarketing.
Some highlights
• We have trained over 80 partners in the last year…and over 100 sales and marketing peoplewithin those partners
• Launched a new Digital Marketing workshop• Achieved an average 95% feedback score
The recordings of the presentations are availableas Free eLearning, split down into three modules.
http://www2.themsphub.com/socialworkshop/
Social Marketing/Sales Training for IBM Partners
© 2015 IBM Corporation 30
IBM continues to invest in its MSP/CSP strategy to meet and leadthe changing market requirements
Full set of
OfferingsSystems,Storage,Software,
XaaS Services,
Leveraging the
IBM BrandManaged Service
Provider achievementmark, IBM co-branding
Leveraging IBM
FinancingIBM Global Financing,
Pay as you Grow
Enhanced
MarketingMarketing Planning,
Brand Building,Demand Generation
and Marketing Funding
Dedicated
ResourcesDedicated MSP Business
Development, InsideSales and Marketing
Resources
© 2015 IBM Corporation 31My lessons learnedMy lessons learned
Social media takes effort and time;but once established as routine itdoes pay off – and can fit ineverybody’s schedule!
Define your domain and topics (lenses)and start sharing and reacting aroundthose. It will build your reach and personalbrand
Use social research when meetingclients and partners. It can give you greatinsights
© 2015 IBM Corporation 32My advice – Jump in!My advice – Jump in!
© 2015 IBM Corporation 33So let’s get startedSo let’s get started
© 2015 IBM Corporation 34@simonlporter@simonlporter