Download - Corning Cable Systems Social Media for Sales
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How Social Media and Social Networking are Turning Sales and Marketing Upside-down
@sjagger @shanegibson
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“I think that’s going
to break.”
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“The Customer Owns Your Brand”
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The Future is Now•Nearby restaurants
• Shopping
•Community workforce breakdown
• Schools
•Housing inventory and stability
•Crime rates
• Past pricing and sales on the home itself
Better Homes and Gardens
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We Still Use Old Media
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600 million
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100 Million
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100 million updates/day
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1Billion Views/Day
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Business-to-Business Decision
Makers•…69% of B2B buyers use social networks
“primarily for business networking and development.”
•…Stereotypes may have C-level executives delegating research to others, but the study reveals that 53% prefer to search the Web and locate information themselves. – Google and Forbes Insights Study (2009)
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“It’s not about B2B or B2C it is really about person to person.”
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The Reverse Drip
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Rules of Engagement
#1 Stop pitching and start connecting
#2 Doers win in the game of social media
#3 It’s not about you
#4 Be fearless in your contribution to community
#5 Don’t be a social spammer, engage
#6 Be authentic
#7 Be consistent
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Boeing
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Mediadecoder.com:
“Like many large companies we do not accept unsolicited ideas. Experience showed that most ideas had already been considered by our engineers and that there can be unintended consequences to simply accepting these ideas. The time, cost and risk involved in processing them, therefore, were not justified by the benefits gained.” - Boeing
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Nano-markets
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SociableBook.com @shanegibson @sjagger
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George Moen – CEO, Blenz Coffee
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What Platforms?
Blogs
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Use Multiple Channels
Engagementdb.com
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Who blogs anyway?
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SociableBook.com @shanegibson @sjagger
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Maximize Consumption
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LinkedIn nano-markets
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LinkedIn Toolbar
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Share to nano-markets & individuals
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Comment on your contacts’ status
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Take it one step further
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Multiple Platforms
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Social media
marketing is about LISTENIN
G
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Tweets tell the future•Computer scientists studied 3 million tweets
•25 movies (including Avatar)
•Tweet frequency could be used to accurately predict the box office takings
•Content of the messages predict ongoing success.
•"Our predictions were incredibly close," Bernardo Huberman, head of the social computing lab at HP
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Listeninghttp://Search.twitter.com
http://Google.com/alerts
http://Blogsearch.google.com
http://facebook.com/search
http://www.linkedin.com/signal/
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Sales Cycle
RelationshipBuildingModel
WarmingUp
The Call
1Breaking
TheIce
UncoveringBuyingMotives
TheSales
Proposal
HandlingObjections
ClosingTheSale
6
Add-onsAnd
Up Sells 7 2
3
5 4
Invite and EngageAt Every Step
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IntegrationMake it part of your daily activities
Start pulling listening feeds
Engage, Lead, and Contribute
Make it real at least once a week
Rapport & Value = Mind Share = Wallet Share
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Getting Real
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Launch Plan1. Identify Your Goal
2. Identify Your Target Audience and your Nanotribes
3. Pick the Right Platforms
4. Map out Social Etiquette and Policy
5. Implement Listening and Engagement Strategy
6. Know Core Pains, Dreams, and Goals
7. Uniquely Communicate Solutions Mixing Marketing and Community
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Resources
http://closingbigger.net
http://socialized.me
http://twitter.com/shanegibson