ì  Social  Media  for  Sales  How  to  use  Social  media  to  prospect,  track  promo4ons,  and  uncover  client  needs.  

Introductions  

1. Who  are  you?  2. Who  do  you  represent?  3. What  is  your  experience  with  social  media  personally  

and  professionally?  

Objectives  

How  to  use  Social  Media  (SM)  for…  •  Prospec4ng  •  Tracking  sales  promo4ons  •  Uncovering  business  needs/  trends  

of  customers  

Focusing  on…  •  Facebook  •  LinkedIn  •  TwiNer  •  Instagram  

Time  Spent  on  Social  Media  

Time  Invested  by  Marketing  Teams  

What  does  this  mean?  

1. Marketers  spend  1-­‐5  hours  per  week  pos4ng,  but  consumers  spend  up  to  15  hours  viewing.  

 2. Our  business  posts  have  a  very  short  lifespan:  Share  content  OFTEN!  

Knowledge  Nugget  

78%  percent  of  sales  people  using  social  media  outsell  their  peers.  (Forbes,  2013)  

Group  Chat:  how  o\en  do  you  use  social  media,  and  are  there  any  websites  besides  Facebook,  LinkedIn,  TwiNer,  or  Instagram  that  you  used  frequently?  

Prospecting  Using  Social  Media  

Use  the  search  bar  and  filter  by  “events”  to  find  conferences  in  compe4tor  ci4es.  

Prospecting  Using  Social  Media  

Visit  an  organiza4on’s  page  and  “subscribe”  to  the  Events  tab  to  get  updates  on  events.  

Prospecting  Using  Social  Media  

Join  Facebook  “events”  for  industry  events  to  connect  with  prospects  beforehand.  You  can  also  engage  with  your  peers  to  increase  excitement.  

Prospecting  Using  Social  Media  

Join  groups  that  are  industry  specific.    You  may  find  you  have  friends  in  common  or  can  engage  in  a  more  casual  dialogue  with  your  customers.  

Specific  to  your  Facebook  Profile  

Tracking  Business  Promotions  

Create  a  “Call  to  Ac4on”  buNon  on  your  Facebook  Page.  What  are  some  things  you  could  use  this  buNon  for?  

Specific  to  your  Facebook  “Page”  

Tracking  Business  Promotions  

You  can  “boost”  events  or  posts  to  give  them  more  views  to  promote  an  industry  event,  giveaway,  or  expand  the  reach  of  your  branding.    Your  demographic  is  customizable!  

Specific  to  your  Facebook  “Page”  

Knowledge  Nugget  

40%  of  B2B  buyers  say  LinkedIn  is  important  for  researching  technologies  and  services  to  purchase.  The  next  highest  social  channel  is  at  19%.  (Social  Media  Today,  2014)  

Group  Chat:  how  o\en  do  you  update  your  LinkedIn,  and  what  informa4on/ar4cles  do  you  usually  share  there  (if  any)  

Prospecting  Using  Social  Media  

TIP:  Have  all  your  contact  informa4on  on  your  profile!    A\er  you  reach  out  to  a  customer,  they  may  check  your  profile  before  responding  to  confirm  who/what  you  are.  

Prospecting  Using  Social  Media  

To  find  people  beyond  3  degrees  of  connec4on,  you  must  know  their  name!    Use  search  filters  for  “mee4ng  planner”,  or  search  by  city  when  planning  a  sales  trip.  

Prospecting  Using  Social  Media  

TIP:  When  sor4ng  contacts,  use  the  “tags”  in  the  contact  organizer  to  categorize  between  business  prospects,  vendor  partners,  etc.      TIP:  Consider  seeing  the  connec4ons  of  your  compe4tors.  

Tracking  Business  Promotions  

The  “Publish  a  Post”  feature  can  be  used  for  blogs,  booking  incen4ves,  or  editorial  

content  to  promote  your  des4na4on.  

Tracking  Business  Promotions  

Uncovering  Customer  Business  Trends  

Know  who  your  customers  are  looking  at  and  what  else  is  important  to  them.    When  customers  visit  your  page,  LinkedIn  tracks  who  else  they  visit.  Visit  Anaheim’s  page  brings  up  the  following:  

Knowledge  Nugget  

You  are  70%  more  likely  to  get  an  appointment  on  an  unexpected  sale  if  you  join  LinkedIn  Groups.  (Vorsight,  2014)  

Group  Chat:  are  there  any  LinkedIn  groups  that  you  ac4vely  par4cipate  in,  and  why?  

Prospecting  Using  Social  Media  

Find  out  where  conferences  are  headed  as  they  are  announced,  and  see  trends  on  what  aNendees  like  or  don’t  like  using  #hashtags    Hashtags  are  seamlessly  searchable  across  TwiNer  and  Instagram  

Tracking  Business  Promotions  

Choose  a  simple  and  memorable  #hashtag  to  track  

Uncovering  Customer  Business  Trends  

How  do  consumers  view  your  des4na4on?  Searching  #hashtags  will  give  you  an  idea  of  what  images  or  places  stand  out  the  most  to  them.  

Uncovering  Customer  Business  Trends  

How  does  your  social  media  stack  up?  

Let’s  see  what  your  peers  are  up  to,  and  find  best  prac4ces!  

Proceed  With  Caution  

Check  your  semngs  on  Facebook  and  other  social  media  outlets.  Even  if  you  have  your  content  set  to  private,  a  Google  search  can  find  photos,  likes  and  posts!  

 NOTHING  is  private  anymore!  

Social  Media  Fails  

Key  Takeaways  

•  Engage  on  sites  beyond  LinkedIn  to  make  deeper  connec4ons  

•  Create  relevant  content  to  remain  a  consulta4ve  ally  to  your  customers  

•  Use  social  media  to  find  what  your  customers  like  about  your  des4na4on  (you  mind  find  new  takeaways!)  

 •  Just  like  in  marke4ng,  track  your  pos4ngs  and  informa4on  to  gauge  interest  

Questions?  

Find  me  on  Facebook  or  LinkedIn:  Jessica  Rienecker