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Social selling Best practices www.mzl.com @masonzimbler

Alana griffiths social selling

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Social selling Best practices

www.mzl.com @masonzimbler

Overview

• Introduction• Overview• What role do sales play in social selling?• Best practices • Wrap up

The role of sales and the sales personAw

aren

ess

Inte

rest

Con

side

ratio

nPu

rcha

se

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

Best practices

Get a good grounding

• Do your research– Eaves drop on the conversations

Select the right channels

• Fish where the fish are...

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

15

20

25

30

35

40

45

0

100

200

300

400

500

600

Analyst Comparison

Industry Experience (years) LinkedIn Connections

Years

experi

ence

LinkedIn

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

3000

3500

4000

0

10

20

30

40

50

60

70

80

90

100

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

• Support structure: – How to keep up a consistent conversation?MonitorListen Respond

Support

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

Some of our own methodology

Our social actions

Point Nod

Bow Meet Chat

Shout

Shari

ng

Inte

ract

ing

Pro

moti

ng

Social messaging ratio

Industry content

Vendor content

Vendor page

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

© 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.

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