social selling deconstructed: strategy, implementation and measurement

Deconstructing Social Selling Strategy, Implementation & Measurement

Sara Cohen Customer Success Manager LinkedIn Sales Solutions

Amy McIlwain Financial Services Principal Hootsuite

Agenda

Integrating Social Media into your Sales Toolkit

Today’s Digital Buyer

Social Selling Defined

How to Frame and Implement Social Selling

Measuring the Success of Social Selling

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Today’s Digital Buyer

 The Times They Are a-Changin’

“

 - Bob Dylan

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Insights Show Times are Changing

SiriusDecisions

The greatest barrier for a sales person not achieving quota is from the lack of customer knowledge.

Buyers do not contact suppliers directly until 57% of the purchase process is complete

CEB Global

Demand Report

95% of B2B buyers chose the vendor that supplied relevant content throughout the sales process.

Customer Think

Social selling generates 40% more qualified leads & opportunities than cold calling.

Inside View

90% of prospects hit the delete button when receiving an email from someone they do not know

CSO Insights

Buyers do not contact suppliers directly until 57% of the purchase process is complete

70%+ of the decision making process is taking place without sales being engaged CEB Global

The Buying Process Today

Increasingly complex

Increasingly competitive

Increasingly social

7 Key influencers in B2B

buying decisions

75-90% B2B buyers are through

the buying process before reaching out to a

sales professional

75% B2B buyers use social networks to research

products

Social Selling Defined

Key Sales Navigator Features that Drive ROI

Search Insights InMail Find the right person or company

with advanced search filters

Buyers are 71% more likely to engage with a salesperson if

they mention relevant info

Stay up-to-date on the people and companies you care about

Reach prospects directly and accelerate your relationships

If you made a cold call, over 50% of B2B buyers would think less of you and your company

Reps who exceed quota perform 52% more people

searches per month

1 Create a professional brand

Find the right people

Engage with insights

Build strong relationships

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Key Activities of Social Selling

What is LinkedIn’s Social Selling Index?

Gain visibility into your accounts

Uncover new opportunities

Benchmark yourself against peers and

competitors

First-of-its kind measure that measures your company’s adoption of social selling practices on LinkedIn

Social Sellers See More Success

45% 51% 78% Create more

opportunities More likely to achieve quota

Outsell peers who don’t use social media

Integrating Social Media into your Sales Toolkit

Social is The New Front Door: It’s where your prospects learn, seek, discover & decide

Brick and Mortar

Website Social

The Social Selling Organization

Build social presence via approved content

Linkedin Sales Navigator

Monitor & Engage with Prospects

Hootsuite Amplify

Hootsuite Enterprise

Find and Connect with

the Right Prospects at

the Right Time

“Before LinkedIn and other social networks, in the sales world, ABC stood for Always Be Closing. Now, ABC means Always Be Connecting, because your connections lead to your next lead and your next close”

Jill Rowley, Social Selling Evangelist

Benefits to Sales Reps

Discover buying signals from prospects

Understand market trends and industry objectives

Increase leads

Convert more leads

Improve win-rates

Establish as thought leader

Benefits to Sales Organizations

Increased qualification efficiency with better leads

Better relationships lead to more closed business

Drive Pipeline

Reduce customer acquisition costs

Increase LTV and deal size

Increase brand awareness through sales team

•  Consolidates all social networks & online communities in one dashboard

•  Collaborate between departments

•  Filter out the noise through targeted streams

•  Education on social media policies & guidelines

•  Customized set-up for each sales rep

•  Track and measure success with comprehensive analytics and funnel info back into your CRM

How Hootsuite Can Help with Social Selling

How to Frame and Implement a Social Selling Program

Awareness Education Accountability

Customer success framework

Social selling excellence:

Create awareness through Executive sponsorship

•  Executive Education •  Regular Executive Communications •  Social Selling Newsletter •  Executive Profile Reviews

•  Learning Center •  Sales Rep Education •  Sales Manager Education •  InStruct

Educate your organization with dedicated training resources

•  Program Planning •  Quarterly Business Reviews (QBRs) •  Gamification •  Metrics/ROI Tracking •  Reinforcement Communications

Drive accountability through reinforcement and management

Marketing, Sales Operations, HR

Executive Sponsor(s) Senior Decision Maker(s)

Administrator(s) Sales Leader(s) / Manager(s)

Team Leader(s) / Buddy's (Optional)

C-level

Cross-functional departments

Find Your Champions Creating your guiding coalition

Executive Sponsorship Best Practices to Drive Success

Be active on LinkedIn; share, comment, post

Continue to send Executive

Communication messages

Ask to see summary reports of activity & progress

Recognizing and sharing wins from

the field

You can’t manage what you can’t measure

So measure it!

TRACK SUCCESS: ❖  Social Selling Index ❖  Sales Navigator Usage Reports ❖  CRM Tracking ❖  LinkedIn ROI Survey ❖  Success Stories SET A CADENCE: •  Select 3-‐5 metrics you care about •  Understand benchmarks •  Decide cadence •  Determine distribuFon list •  Select owner to pull reports •  Take acFon or recommended acFon

How Hootsuite Did It

Measuring the success of your social sales efforts

Walk Walk Fly Run


Walk

• Health test to see if reps are posting, sharing and engaging more • Social Media Management Analytics (posting activity & follower growth)

Questions to Ask Yourself

●  Are sales reps’ social profiles complete? ●  Are sales reps confident using social media technology? ●  Are sales reps getting into the routine of posting/sharing on social? ●  Are posts/shares & follower growth trending upwards?


Run

• Ensure sales reps are engaging with the right people and sharing the best performing content • Use team based UTM parameters & Ow.ly links to track leads back to specific social activities


●  Are sales reps sharing the right content to the right people? ●  Is team participation increasing overall or is it just a handful of social

advocates? ●  Are links shared getting clicks and driving traffic/conversion? ●  Is team performance increasingly driving more leads?


Fly

• Track your individual sales reps performance and how social media activities impacted specific deals • Assign individual based CRM campaign IDs & UTM parameters to each rep


●  How is each rep performing and who are the top performers? ●  How much pipeline can be attributed to social media activities? ●  What social activities drove leads influences closed deals and which

sales reps can be attributed?

Summary of Strategies for Success

Are reps sharing the right content?

Measure link clicks, web traffic and conversion metrics, leads

generated

Sales Org Maturity

Fly Run Walk

Are social activities impacting the bottom line?

Measure leads, pipeline, and social influence in CRM and marketing automation tools

Are reps confidently using social media?

Measure post volume and

cadence, fan/follower growth, profile completeness

Questions