ama cincinnati oct 2014 slideshare
DESCRIPTION
Sales and Marketing in the Social Era.TRANSCRIPT
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AMA Cincinnati
John Mayhall
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Something not on my LinkedIn profile…
…for one week I was ahead of Koka in engagement!
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Your prospect is up on stage in front of your whole
sales team and someone asks:
“What’s the best way to get a meeting with you?”
What do you think he would say?
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the modern buyer
75%90% 5X
Corporate Executive Board 2013 – Winning The Consensus PurchaseCorporate Executive Board 2012 – New Decision TimelineHarvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level
Don’t Cold Call Me Use an Introduction
I’ve already researched
you on Social
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84%
$355,520
$193,515
+84% 19.8
12.3
+61%
IDC Whitepaper sponsored by LinkedIn: “Social Buying Meets Social Selling” April 2014 n=780
Social buyers have
bigger budgets…...and make more
purchases
CXOs and VPs
research more using
Social
the social buyer
The more social savvy, the more influential
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@dmscott: marketing and PR need to move from a “buy/beg/bug”
approach to “new ways to create attention”
“on the web, you are what you publish”
Participating in social channels with content is the new imperative.
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Content is just the start
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Relationship Funnel
Understanding
Expertise
Belief
TrustRelationship
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how do we create relationships founded on trust
at scale?
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Time
Impressions
employee
generated
Paid media
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92%10X
Employees can reach an
audience 10x larger than
your brand
92% trust individuals they
know. Only 14% trust
advertising
SocialChorus infographic: “Employee Advocates are Hiding Superpowers”
Reach Trust
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…the talent and corporate brands are converging
A bi-product of the rise of social media is that
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Statoil’s corporate brand
and talent brand align
through a narrative about
the futurehttp://www.moat.com/search/results?q=
statoil
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“One of the things that
attracted me to the big job
at LS&Co. was the
company’s longstanding
commitment to doing the
right thing and reputation
for making clothing
responsibly”
https://www.linkedin.com/pulse/article/20
140714180558-14928043-the-dirty-
jeans-manifesto?trk=prof-post
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The dream, a team's true north.
Overarching objectives of the organization; should be
measurable, achievable, and inspirational.
The company's personality, i.e. who you are and who you
aspire to be
The principles that guide your day-to-day decisions
https://www.linkedin.com/today/author/22330283?trk=vsrp_people_res_infl_recen
t
Vision
Mission
Culture
Values
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Our vision is an
elevated sales
professional.
Our mission is to
connect the world’s
buyers and sellers to
build relationships
Our values are to live
what we sell, challenge
the status quo, sell as a
team, and lead with
compassion
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Employees will channel your
vision, mission and value
proposition through their own
authentic voice. Here are few
examples from our team.
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1. Identify who has a voice.
2. Identify subject matter experts.
3. Identify the social savvy.
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4. Create content that sparks discussion.
https://www.linkedin.com/pulse/article/20140708141841-150449984-the-linkedin-empire-rise-of-the-content-revolutionaries
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http://sales.linkedin.com/blog/33-social-selling-tips-by-leading-social-selling-thought-leaders/
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5. Empower your employees
6. Create simple guidelines
7. Trust your values
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The Social Selling Mind Map
http://www.mindmeister.com/309617485/social-selling
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Thank You
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