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Overview
• Introduction• Overview• What role do sales play in social selling?• Best practices • Wrap up
Social’s role in lead-gen
45%
21%
3%
2%
2%
28%
Building relationships and awareness that may convert to sales down the road
Using social media to point to website
Selling directly within social networks
Using social media to gather registrants via offers
Gaining viral spread by urging fans to share our content in social
Not currently taking part in social media
Source: Chief Marketer “2012 Business-to-Business Lead Generation Survey” sponsored by MeritDirect and Penton Media, March 12, 2012
90%
53%
47%
2x the amount of leads per month for companies that
use Twitter
41% of B2B companies on Facebook report generating
leads
LinkedIn generates more leads than Facebook, Twitter
or blogging for B2B
B2B brand presence
Lead generation
Tracking brand mentions and feedback
B2C
53% 25% 4% 17%
27% 22% 5% 47%
B2B
UK
23% 5% 38%
Track and follow up Track only Follow up only None
Source: Satmetrix, “Worldwide Social Media for Business Study” May 17 2012
34%
Objection handling
Social too content-intensive for a lead-gen campaign
Prospects wary of being marketed in “commerce-free-zone”
Unable to measure social campaign impact or ROI effectively
Social produces too many qualified leads
Social networks not relevant to our core prospects
Too many possible channels to investigate/understand
45%
40%
37%
29%
25%
23%
Source: Chief Marketer, “2012 Prospecting Survey” Feb 10, 2012
Set listening from relevant channels
Audit the landscape
Track content links and reach metrics
Training
Content can come from anywhere
Build trust
Understand who the audience are listening to
1. Identify key targets
2. Analyse key targets
3. Develop a tailored strategy
1 2 3 4 5 6 7 8 9 101112131415161718190
5
10
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25
30
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40
45
0
100
200
300
400
500
600
Analyst Comparison
Industry Experience (years) LinkedIn Connections
Years
experi
ence
Connect
rions
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 21 22 23 24 25 26 270
500
1000
1500
2000
2500
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3500
4000
0
10
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Key Influencers Quantitative Social Comparison
No. of Twitter FollowersNo. of Twitter followingOverall Klout Score
No. of
Tw
itte
r co
nta
cts
Klo
ut
score
Analysts Press
Further Individual Analysis
4. Ted SchadlerForresterVice President, Principal Analyst serving Content & Collaboration professionals
Forrester blogLinkedIn profileTwitter profile
Overview24 years of experience in the technology industry, focusing on the effects of disruptive technologies on the workforce and workforce productivity. His research focuses on workforce technologies and the programs that support them, including instant messaging, web conferencing, and unified communications; smartphones and tablets and their impact on productivity; telework and consumer broadband; cloud email and collaboration tools; and the consumerisation of IT.
Ted is the co-author of Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business (Harvard Business Review Press, September 2010).
Previous ExperiencePrior to joining Forrester in April 1997, Ted was a cofounder of Phios, an MIT spinoff. Before that, Ted worked for eight years as CTO and director of engineering for a software company serving the healthcare industry.
Of interestEarly in his career, Ted was a singer and bass player for Crash Davenport, a successful Maryland-based rock-and-roll band.
Recent articles• Charter A Mobility Council With Seven Tasks (May 07,
2012)• Mobile Is The New Face Of Engagement: An Executive
Summary (March 26, 2012)
• Mobile Is The New Face Of Engagement (February 13, 2012)
LinkedIn – 500+ connections
TwitterTweets 390Following 52Followers 3,390
90-day activity:- Retweets 65 - Mentions 148
Klout scoresOverall 41True reach 456Amplification 10Network 20
YouTubeSeveral interviews, including:IBM Conversations with Industry Innovators with Ted Schadler
Set up & scale
• Monitoring performance & activity– Social dashboard – Influence & growth metrics– Consistent reporting– Sync up CRM reporting
Keep it real
• Engage in human conversation– Brand tone of voice, but a real person’s perspective with
expertise built in• Generate the heart of the message, but get the sales people to put
the wrapper around and inject personality
• The rules of social engagement, particularly the tone, type of content and frequency of post – PR rules apply, it’s a public platform – Set SLAs – Provide holding steps for tricky responses
• Be reactive, but considered
Provide guidance
Social selling best practice quadrant
BusinessPersonal
Sales focused
Industry/ 3rd party
Social selling sweet spot
Tone of voice
Content
Wrap upSocial selling
isn’t…… is……
rocket science
the answer to filling all sales pipeline
a set and forget plug in
applicable to all audiences
or all stages of the purchase cycle
time consuming
content hungry
not all done in social channels
A great way to drive enquiries
an opportunity to listen, identify and respond to purchase intentions
If you want to get in touch
@alanagriffiths
linkedin.com/in/alanacgriffiths
© Mason Zimbler Limited 2012. The contents of this presentation are protected by copyright which belongs to Mason Zimbler Ltd. It should
not be copied nor disclosed to any third party without the prior permission of Mason Zimbler Limited, which permission may be withheld at Mason Zimbler's absolute discretion.
Thank you for your time