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Social Media and Sandler
Brooks Associates Client AppreciationJune 29, 2011
Prepared by Bill Brelsford
Is & Ain’t• Soc Med were developed for communicating,
not biz dev (exception:LinkedIn)• Social = Relationship• Media = Communication vehicle• Support relationship building activities• Broadcasting does not build relationships– 70 / 30 rule
Social Media Conversations
SM is good for many types of conversations
but
Sales Conversations Ain’t One of Them
luckily…
It is great at supporting and starting Sales Conversations
Marketing is…
Getting someone, who has a need,
to know, like and trust you
Selling is more specific
A sale happens when a customer
• Has a problem or need• That you can solve or fill• AND they are willing and able to
give you money to do so
Different Roles, Different Goals
• Marketing Role–Provide sales with more
selling time with sales ready opportunities
• Sales Role–Close the deal
Buying Process
Status Quo
Priority Shift
Research
Options
Step Backs
Validation Choice
Source: eMarketing Strategies for the Complex Sale by Ardath Albee
Marketing’s Reach (past & present)
Status Quo Priority Shift Research Options Step Backs Validation Choice
Marketing Sales
Source: eMarketing Strategies for the Complex Sale by Ardath Albee
Keys to Getting Found
Grab Your Digital Real Estate Publish Relevant Content
Now we know
• Who is searching• What they are searching for• What they need to move to the next step• What we should be listening for• What we should be saying/asking
Opening up new access points
Website or Blog
YouTube
Flickr
DiggStumble Upon
Online PR
Friend Feed
Know
Like
Trust
Try
Buy
Repeat
Refer
The Marketing Hourglass
© Duct Tape Marketing – all rights reserved
Friends filter the fire hose
Everyone talks, Sandler folks listenWhat to Listen For
• Reputation management• Monitor competitors• Trusted Advisor Opportunities– Your customers’ customers– Your customers competition– New relevant to you customers
industry
Window of Dissatisfaction
Status Quo Window of Dissatisfaction
Searching for Alternatives
What Triggers Your Customers?
• Life events – birth, death, marriage,
graduation, divorce
• New hire, promotion• Product launch• Move• New business, funding
(loan, grant, etc)
Listening on the Internet
Create a Search Save Search Automatically receive new results
Tools for Listening
• Google Alerts– Company names, executive names, industry, brands
• search.twitter.com• LinkedIn– Follow company or person, Monitor Q&A,
Participate in groups, save searches and receive updates
• Tools like TweetDeck, HootSuite, SocialMention• CRM
Blog
• Best tool for producing and sharing educational content
• More Content = More Traffic via Search• Often the cornerstone of a Soc Med strategy• Some discussion via comments• Listening – better for keeping up with
competitors and industry news
• Only Soc Med tool built specifically for biz– Best place to start if new to Soc Med
• Makes Networks Visible (Big Deal)• Lots of ways to integrate with other tools• Listening– great place to listen for trigger events– Starting to get “noisy”, may take time to find good
groups and\or discussions
Think Headlines
• Tweets are limited to 140 characters– May be trickier to find keywords to search
• Most tweets – Ask questions– point to a more detailed resource on the web
• #hashtags – used to categorize conversations• Listening - search.twitter.com/advanced– People, places, time line, attitudes, questions
Facebook (Business Page)
• Google indexes – helps you get found• FB continues to get more business friendly• Many sites using FB friends and likes to help
filter results• Listening – most B2B companies appear to be
using as an additional outlet for same content
Social Media Sandler
Profiles 30 second commercial, pattern interrupt
Blog content, conversation topics
Pain statements, 3rd party stories
Transitioning conversations marketing to sales online to offline
Up front contract, dummy up
Introductions 30 second commercial
Starting \ continuing online conversations
Active listening, reversing, dummy, NRC
Managing – doing the behaviors Goal Setting, Cookbook
Taming the beast
Begin With The End In MindSocial Media
Referral \ Cold Call
Sales Conversation
Social Media
Marketing System
Sales Conversation
Create the Plan | Work the Plan
Create a routine first
• Daily• Weekly• Monthly
Then pick your tools
• TweetDeck.com• HootSuite.com• SocialMention.com• CRM
Recap1. Social Media is about the conversation2. Listen first3. Get found by– claiming your digital real estate– create and share valuable content
4. Lead back to your web site and the “Try” stage of your Marketing Hourglass
5. Use a system to stay on top of things– Select tools after you define your needs
For More Information
Bill BrelsfordRebar Business [email protected]
www.rebarbusinessbuilders.com Subscribe to The Business Builder newsletter Download free eBooks
Subscribe to my blog Links to connect on social media
