blogwell dallas social media case study: texas instruments, presented by aimee kalnoskas &...
TRANSCRIPT
The Big Social 2011
Integrating Community into Sales Strategy
Aimee Kalnoskas – WW Manager Community & Social Media
Forrest Lymburner – WW Community Program Manager
January 24, 2012
A Case Study of Texas Instruments
Who is ?
The Big Social 2011
Understand
Integrate Am
plif
y
The Big Social 2011
Understand
What We Asked Ourselves?
• How did we sell?• What was the process?• How are our sales forces organized?• Where are the sales offices?• Did we have any central
sales/support?• What tools was our field using?• Who were our largest customers?
What We Found
Déjà-vu Email was King
Lost Treasure
Old Way of Thinking
The Big Social 2011
Integrate
Construction Began…
• Emphasis on make it “part of” and not “extra”
• We strived to become an integrated part of our sales processes
• We realized if we became too much “extra work” we would fail out of the gate
Started with internal first focusing on field to factory support
Launched an external pilot with a handful of product segments…just those who were willing to experiment
Wrote a story… started telling the story… selling the “idea”
What We Implemented
What We Learned
• Social Media is scary
• Solve a problem …use the gratitude
• Use the momentum
• Never Stop Selling!
The Big Social 2011
The Big Social 2011
Sell It!
If you build it, they will come… doesn’t work
We Started Rewarding
• Field Motivation… Money and Recognition
• Recognized our advocates and early adopters
• Encouraged competition
• Physical and virtual awards programs
What We Implemented
Combined our internal & external sites into one
Expanded the pilot to include the entire business
Rolled our social media principles and our conversation agent training
How We Took it Global
In the beginning…
• We Cookie Cutter’ed
• Launched from Central to the Regional
• Launched three regional communities
Where we are today…
• We learned you can’t assume
• Cookie cutter didn’t work
• We realized field sales is different regionally
• We are now trying to create programs within the region, by the region, for the region
