the social selling playbook

The Social Selling Playbook

Jeff GibbAccount Executive - Simply Measured

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@jeffgibbAccount Executive - Simply MeasuredPreviously - Biz Dev Manger at OptifyBelow average ping-pong player

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Simply Measured brings Social Media Analytics to life, with beautiful reporting online and in Excel.

Individual Account Analysis

Competitive Analysis

Monitoring and Research

Influencer and Trend Analysis

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Simply Measured

The Playbook

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Hit the Ground Running

Listen First

Rules of Engagement

Extending the Social Sale

• Information Overload

• Don’t know where to start

• My prospects aren’t on social media

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A Few Common Objections

“1 in 5 minutes online is spent on a social network”

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Social Selling is Critical

“75% of B2B buyers claimed that social media would likely have influence on a future purchase”

“LinkedIn adds two new members every second”

Sources: Eloqua & ComScore

It All Starts with Email

Effective social selling begins with email & these 2 amazing apps

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Featured App: Rapportive

• Shows social networks matched against email• Connect, follow & friend with one click• Gives you a face to go with a name

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Featured App: Yesware

• Know when prospects open/click your email• Test templates and open rates

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The Playbook

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Hit The Ground Running

Listen First

Rules of Engagement

Extending the Social Sale

Keep and eye on…

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Listen

Prospects

CompetitorsCompanies

Get to Know Your Prospect

Social selling is a substitute for a face to face• Read LinkedIn and twitter bios• Scan recent updates and conversations• Use that data to guide conversations

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DO NOT: Comment on the movie they watched or salmon they ate last night in the first call.

Interests Outside of Work

UFC is a Simply Measured customer. Great icebreaker in the next call.

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Are They in Buying Mode? Prospects may tell you how (or how not) to sell to them

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Company Announcements

Will is a very busy guy• Several emails had gone

unanswered• Twitter provided an

alternative conversation• Will responded to a offer of

real value for his team

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Competitive Intelligence

• Keep up to date with new features• Be aware if they go on the offensive with your prospects or

customers

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Listening - Tools and Tips

• Add prospects to private twitter listso Not necessary to follow everyone (e.g. competitors)

• Use platforms like Hootsuite and Tweetdeck• Platforms like Socedo can help you prospect

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The Playbook

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Hit The Ground Running

Listen First

Rules of Engagement

Extending the Social Sale

Networks

Green Light

Use Best Judgment

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Public vs. Private

Keep these conversations as private as possible:• Customer support issues• Objections on features, functionality or price• Confidential relationships or high profile

prospects

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When in doubt, assume your competition is reading every post/tweet

A Public Example

This is a good example of a conversation to take private..

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Instead…

@janrezab engages a public discussion. Again, now would be a great time to stop or take things private..

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Now, a Public Train WreckPublic engagement in this situation was a no-win for Jan.

It now lives on in Twitter forever.

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Public EngagementNetwork Type Privacy Level

Message Private

Like Limited

Comment Limited

Share Public

Direct Message Private

Favorite Limited

Reply Limited

Retweet Public

Mention Public

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Like/Favorite

Pros• A simple impression - Keeps you top of mind• Relatively privateCons• Delivers little real value to the customer• Conversation ends with a favorite

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Mentions

Pros• Very personal and intentional• Using cc at the end of a tweet is a great alternativeCons• Very public• Overuse can burn social capital in your existing

network

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Amplification: RT & Share

Pros• Extremely valuable in the eyes of your prospect• Sharing a job posting or award shows you’re

invested in their successCons• Very public• Overuse can burn social capital in your existing

network

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Reply (Twitter Only)

Pros• Direct • Shares valuable content that is unique to the

prospect• Almost private – only seen by mutual followersCons• No amplification value*

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Direct Message (twitter only)

Pros• PrivateCons• Easy to miss• DMs are notoriously spam heavy

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The Playbook

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Hit The Ground Running

Listen First

Rules of Engagement

Extending the Social Sale

Long Term Success

• Rinse & Repeat! Integrate social selling into the entire sales process

• Stay engaged post sale for upgrade, upsell opportunities

• Missing BANT? Keep them on your twitter list to nurture over time

• Social engagement is a perfect compliment to less personal Marketing Automation

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Jeff GibbAccount Executive Simply Measured@jeffgibbjgibb@simplymeasured.com

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