Social Selling: How to socially influence your prospects before they've contacted you

Commercial in Confidence – (c) purechannelapps Ltd. 2014 11

Social Selling:

How to socially influence your

prospects before they've contacted you.

Presented by:

Olivier Choron, CEO and Founder, purechannelapps


• purechannelapps™ incorporated in 2011

• socialondemand®: social media amplification software

• newsondemand: dynamic and targeted e-communications

• Selected customers:

Background


Social Selling – Why?


• Internal CollaborationUsing the power of the collective wisdom of the people around us in our company/

team/ circle, to understand more about the prospect or customer to whom we want

to sell, how to do our job better, etc.

• External ListeningWhere is the information, tweets, posts and blogs that my customers and prospects

are creating or that are being created about them that I can leverage to make that

deal happen more effectively?

• External ParticipationBecome a subject matter expert who offers information and contributes to the

discussion. Eventually folks will come to you and treat you as someone who can

help them as opposed to fear that you're somebody who's just trying to sell to them.

Social Selling – What is it? By Peter Ostrow, VP, Aberdeen Group


Engaging – Compliant – Easy-to-share

How to become an ‘Expert’


“Empowered tech buyers

are two-thirds into the buying cycle

before engaging sales”

Forrester Research

Influencing people you don’t really know


Customer want knowledge


Engaging content: rich, appealing, interactive and varied


Compliant content: Brands can still control content


Easy-to-share content: difficult in a complex sales ecosystem


Easy-to-share content: difficult in a complex sales ecosystem


Social media – the answer


Go beyond your ‘marketing’ social networks

Use the extensive social networks of:

Your CxOs

Your Sales Teams

Your Sales Partners

Your other Brand Advocates


If content is king, content distribution is the kingmaker


If content is fire, social media is gasoline


The facts

252 resellers

23 Facebook accts

75employees

103 LinkedIn accts

54K LinkedIn contacts

209 LinkedIn groups

12m LinkedIn members

279Twitter accts

255KTwitter followers

41 LinkedIn accts

25K LinkedIn contacts

77 LinkedIn groups

2m LinkedIn members

58dealers

14K Facebook friends

52 Fanpages

457K Fanpages likes


Social Media amplification via channel partners/ employees

Extensive analytics

Multi-tier global

content creation and

approval workflow

Comprehensive

filtering

Leverages social

APIs



The posts are published automatically on the employees’ and/or

partners’ social network(s), if they have selected this option.

Brands inputs news items (and tag them)



Brand managers create

posts

They set the post category

and customer targets

They set the ‘territory’ the

post is applicable to



Employees and/or partners receive the news

by email and login, to view/ edit/ schedule/ post the items





Users receive an

email with ONLY

the content they are

interested in.

They click on ‘Edit/

Publish’.



Users login to their portal.

They can view, edit and schedule all versions of

the posts (Twitter, Facebook, LinkedIn, Xing).

They can send to all selected social networks

(one button for all) or schedule at different times.



The news items are posted on the advocates’ social network(s)





The posts appear as if

posted by the users.



Followers (buyers) read the posts, click on the

links and call the employees or visit the

partners’ shops or sites!





Followers (buyers) click on

the short url, and go to the

original ‘content’.

They can also complete a

‘contact form’ to get in

touch with the advocates.



• Brand messages can reach much wider audiences, as they can

leverage their retailers, employees and other brand advocates.

• Content reaches those that count, the consumers, through those

who can actually sell and influence, the partners and employees.

• Easy for partners and employees to become ‘socially active’.

• Social media amplification empowers users with compliant

content.

• Enterprise-class platform enabling the distribution of social media

content globally (27 languages) .


Social media amplification: case study


To enable Social Selling

#1 SET INTERNAL POLICIES AND GUIDELINES

#2 BUY IN LINKEDIN SOCIAL SELLING TOOLS AND OTHER PLATFORMS

#3 USE SOCIAL MEDIA AMPLIFICATION PLATFORMS

#4 SHARE YOUR CONTENT TO EMPLOYEES, PARTNERS AND ADVOCATES

#5 PREPARE YOUR SALES TEAM TO ACT QUICKLY

#6 TREAT EVERY POST WITH THE CARE AND ATTENTION OF A CAMPAIGN AD

#7 ALWAYS ADD VALUE – THOUGHT-LEADERSHIP/ OPINION PIECES

#8 MEASURE THE SUCCESS OF YOUR ACTIVITIES

#9 LISTEN, GATHER FEEDBACK AND LEARN


Thank you.

Olivier Choron,

CEO and Founder, purechannelapps

[email protected]

+44 (0)7876 472 461

@purechannelapps

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