social selling workshop, social shakeup 2013

(cc) 2013. Some rights reserved. +1 510.749.9073 | [email protected]

Real World Social Selling SuccessA Discussion with Reality Works Group And Friends


25% Annual Quota

Individual Sales Professional

80% of qualified leads come from referrals, social networking and social media


Start-Up

80% revenue and

95% of pipeline from all social sources; 65% from LinkedIn


Billion $ Tech Company

9x higher conversion rate for leads passed to sales from social listening in late buying stage vs. traditional outbound marketing


Billion $ Financial Company

40% of financial advisors using social on a regular basis have

gotten a new client.



0 to over 1,000 target audience connections in first 4 weeks



Pipeline value >600x investment cost in 60-day pilot program.


Today’s Workshop Hosts from Reality Works Group

Anneke Seley

@annekeseley

Charissa Franklin

@Charissa_in_sf

Anne Scalapino

@ascalapino


Share Your Results…

in one sentence, using %, # or $


1. Help our clients generate more revenue faster while creating employee and customer advocates through our Sales 2.0 strategy and implementation services

2. To humanize selling. Challenge common views of selling and sales people

3. Champion, mentor and connect social selling leaders and provide forums for learning & discussion

4. Be lifelong learners

Our Purpose


Sales 2.0

A measurably more efficient and effective way of engaging for both the buyer and the seller enabled through technology


Lifelong Learning

Charissa Franklin

Reality Works Group Managing Partners


Breaks

FrieNDA

Optional post-session co-creation exercise

Slides and LinkedIn group for social sharing after the workshop

Housekeeping


Objectives & Burning Questions

What is Social Selling – and What It Isn’t

Case Study Examples & Discussion

Wrap Up, Additional Resources,Your Next Steps

Welcome to #socialselling #socialshakeup!


What is social selling? What is NOT social selling?

Discussion


ADP Prudential InsuranceLarge Telecommunications Company

The ADP logo and ADP are registered trademarks of ADP, Inc. All other trademarks are the property of their respective owners.

Copyright © 2013, ADP.

Case Study Presentations and Discussion

© Copyright 2012 ADP, Inc.

Social Selling: Leverage the Power

Liz Gelb-O’ConnorVP, Inside Sales Strategy & Growth at ADP

Social Selling Case Study : ADP


Get Exec Support & Funding: Show Market Trends

…of buyers are using the internet

to research business

purchases*

…of buyers are following online industry conversations on topic**

On-line peer Influence

88%

48%

37%

57%

81%

…posted questions on social networking

sites looking for suggestion or

feedback**

Internet first point of contact

…of B2B purchase

decisions are 57% complete by the time a

supplier is engaged***

Brand Presence is

essential

…of professional services B2B

buyers said that after seeing an

online website ad, they were more

aware of the brand advertised*

Purchase Decision

Source: *Google & Compete B2B Study June 2011/2012, **Genius.com, ***Conference Board 2012 Buyers Study

Digital is driving the buyer’s journey and Social media will become one of the top 2 ways to engage customers after the sales force.


Get Exec Support & Funding: Why Social Selling At ADP?

The buyer’s journey has changed

Today, buyers are turning to their networks, the internet, and social media to learn about products and services

At ADP, we’ve given Inside Sales Reps the tools to master this ever-evolving space

As a result, we have a vital advantage in shaping customer demand and positioning ourselves as innovative industry leaders


Get Rep Buy-In : What’s In It For The Reps?

What Reps have been able to do as a result of Social Selling:

Contact a prospect before any of their competition

Establish themselves as an industry expert so prospects and clients proactively seek their guidance

Find out information that will give them an edge, every time they interact with a prospect or client

Statistics show that Reps who use Social Selling are 50% more likely to meet or exceed their sales quota*

*Source: SEC


Shift Mindset: Social Selling: How To Ingrain In Your Culture Give access to social platforms

Offer training regularly

Advanced for leaders

Beginner for laggards

Provide repository to store everything “social”

Deliver content calendars to make sharing easy

Celebrate successes

Share best practices

Offer incentives

Get leaders behind social

Track results


Inside Sales Manager Leverages LinkedIn to Secure Deal

Inside Sales Manager Uses LinkedIn to Close Deal

Inside Sales Manager Connects on LinkedIn to Close Deal

Inside Sales Manager Credits LinkedIn with Helping to Close Deal

Inside Sales Manager Uses LinkedIn to Get Paperwork Back + Close Deal

Inside Sales Manager’s Google Alert Plays Role in Closing Deal

Inside Sales Manager’s Facebook Message Results in Another Deal

Inside Sales Manager Uses LinkedIn to Find Key Contact, Gain Access, and Set Appointment

Tell Stories: $2500 - >$1M Success with Social


Tell Success Stories: Find, Engage (Client Growth)

Jennifer Doe, Inside Sales Manager, closed deal thanks to Google Alerts; here’s how:

Recently, she received an email from Google Alerts that this

search term was featured in an Atlanta business journal.

Jennifer acted fast and immediately called the client to see how ADP could help with the acquisition.

The client told Jennifer they were surprised ADP found out about this so quickly – the news had

literally just hit the wire!

How do they know this already?

Jennifer read the article and learned that ABC just acquired a 2,000-employee company! Wow!

ABC buying DEF Company for $2 billion

Because of her swift action, Jennifer convinced ABC to keep current traffic with + migrate the new business to ADP for a deal!

A few months ago, Jennifer created a Google Alert for a current ADP

client, “ABC Company.”


Tell Success Stories: Find, Engage (New Large Buyer)

Jessica Doe, Inside Sales Manager, gained access to prospect thanks to LinkedIn; here’s how:

In checking through Salesforce, Jessica figured there had to be

some key contacts missing considering the size of the account.

So, she used “Advanced People Search” on LinkedIn, and input

keywords for the areas and titles she hoped to reach at ABC.

Search results included the Director of Recruiting and the Director of

Tax. Jessica contacted them both.

ABC

ABCDEF

ABC

John G.

DEF

ABC

ABC is looking to make its decision to utilize ADP for Talent and WOTC

this month!

Jessica finally gained access, and got 2 appointments scheduled to

discuss ADP’s services.

Jessica knew there had been a lot of attempts and not much luck in

the past with gaining access to the 100,000+ employee account, ABC.


Tell Success Stories: Find, Engage, Close (New Buyer)

Jake Doe, Inside Sales Manager, closed deal by answering question posted in LinkedIn Group; here’s how:

Within the week – after two calls with ABC Customer – Jake

closed a deal for Screening and Selection Services.

He answered the specific question directly and didn’t push product or

come off too “sales-y.”

Someone had started a discussion on pre-employment

drug testing.

Is drug testing necessary in pre-employment screening?

A few days later, Jake received an InMail from the person who

posted the question. She wanted to meet to discuss ADP’s offering.

Jake was patrolling discussions posted in a Background Screening Group he belonged to on LinkedIn.

Jake jumped at the chance to share his expertise with the

LinkedIn group!


July August September October November December

Social Selling:Kickoff Training

Social Contacts launches in SFDC

Social Selling 101: Bit.ly

Social Selling 101: LinkedIn

Social ContactsLunch & Learn

Social Media Corner

Social Selling 101: Twitter

Google Alerts Lunch & Learn

Social Selling 101:New Hire and

Refresher Training on Social Selling

Best Gaining Access Email Contest

Social Selling 101:Content is King

Training

Enablement: FY’13 Social Training & Activities Calendar

January February March April May June

Social Selling 101:Hootsuite

Training

Email Signature StandardizationLunch & Learn

Social Selling 2.0Social Evaluations

14 Self-Paced Training Modules on LinkedIn and Twitter Launch

Sales Leader Evaluations Contest

Social Selling 101:Are You an Expert Email Marketer?

One-on-One Social Media Tune Up’s

Offered

Social Selling 101:New Hire and

Refresher Training on Social Selling

Guest Lecture: ABC’s of Social Selling with Jill Rowley from

Eloqua

Search Google Like a Pro

Lunch & Learn

The Google Search Challenge

Social Selling 2.0Social Re-Evaluations

Got Klout? Lunch & Learn


Enablement: Popular Training Programs

Social Selling Series 101:

Twitter


Scoring: Social Selling Evaluation Toolkit

Developed an evaluation for leaders to score their teams’ social presence based on ADP’s Social Selling strategy

Leaders review Reps’ LinkedIn and Twitter accounts and coach them through 14 self-service training modules

https://www.gosavo.com/Prod/CustomPage/View.aspx?id=17965418


Content: Centralized Repository For All Things “Social”


Content: Content Calendars Make Sharing Easy

DATE SOURCE TWEET THIS! ASSET TYPE

11-Mar ADP

Will #HealthCareReform affect how employers administer #employeebenefits?

http://bit.ly/YNGKkS Google+

11-Mar CFO.com

Trending on @CFOPub: "Will New Benefits-Eligible Workers Wreck Your Finances?"

http://bit.ly/X2sA5S #HealthCareReform Article

12-Mar ADP

[VIDEO] Planning For #HealthCareReform: How Income Impacts #EmployeeBenefits.

http://bit.ly/ZgpyWa Video

12-Mar WSJ

Even with challenges, #smallbusiness owners were more optimistic this month about the U.S. economy's future. http://on.wsj.com/X0vHHN Article

13-Mar ADP

[BOTTOM LINE] The progression of #HealthCareReform: what's happening now &

what's ahead: http://slidesha.re/Ws3jft Slideshare

13-Mar CNN

U.S. private-sector payrolls grow by 198,000 in February, according to payroll processor ADP, topping forecasts. http://cnnmon.ie/bkgnews Article

14-Mar FORBES7 Habits of Great Small Business Owners

http://onforb.es/XtEp1g Article


Prudential Case Study

PeopleLinx Inc. Confidential & Proprietary Information 36

Scalable and customizable optimization programs for LinkedIn

37PeopleLinx Inc. Confidential & Proprietary Information

Are they driving traffic to your website?

Are they engaging your customers and prospects?

Are they helping or hurting your brand?

Do you have the social business jitters?

Your Company

You have 44,630 employees on LinkedIn.

PeopleLinx Inc. Confidential & Proprietary Information 38

Case Study: Prudential Retirement empowers its

channel through LinkedIn

http://vimeo.com/68869625


Prudential Retirement wins Best use of LinkedIn - 2013 LIMRA conference

Award winning use of LinkedIn

Shannon LateDirector of Process & Efficiency

Steven WebsterDirector of Digital Marketing


Background on Prudential Retirement

Why the focus on LinkedIn

Implementing a social business program

Measuring success and ROI

Questions and discussion

Agenda


150 year old financial services business

Sells products through intermediary partners

Highly regulated environment (SEC, FINRA, etc.)

Background on Prudential Retirement

42PeopleLinx LLC. Confidential & Proprietary Information

Why the focus on LinkedIn

LinkedIn240M+ members

3M+ join each month

Financial Advisors500,000+ use LinkedIn

Source: FTI Consulting, marketing.linkedin.com


Program goals

» Profiles with impact

» Connectivity to intermediary partners

» Activity resulting in new business



Social Business Adoption Spectrum

Discovery Compliance Engagement


OptimizeProfiles

ExpandNetworks

EngageCommunities



Tracking and measuring success

Increased connectivity to intermediary partners (Prudential Retirement’s key customers)

190%

Increased request for proposals (RFPs) from corporate partners

10%

» Compliant environment» Implementing access is a win

» Brand consistency» Profile quality

» Marketplace connectivity» Capture and engage the marketplace

» Sales process improvement» Anecdotal success stories

» Sourced contacts and business

» Employee Engagement» Personal, professional benefit

» Adopting latest technologies


267.773.7320

[email protected]

linkedin.com/company/peoplelinx

twitter.com/peoplelinx

1835 Market St.

Suite 1105

Philadelphia, PA 19103

Contact


PeopleLinx has a strong track record

Founded 2009 by early LinkedIn

employees

Over 80 enterprise customers


We make you look good on LinkedIn

• Better web presence

• Improved search results

• Increased web traffic (SEO)


It’s an employee benefit…


…and it’s good for business

Engage more with clients

Strengthen online branding

Coordinate content distribution

Drive warmer leads faster


You shape the experience for your company

Configure business rules

Make it fun and competitive

Chart your company’s progress


A comprehensive offering

Strategic guidance

PeopleLinx online application

Live training

Robust analytics


267.773.7320

[email protected]

linkedin.com/company/peoplelinx

twitter.com/peoplelinx

1835 Market St.

Suite 1105

Philadelphia, PA 19103

Contact


Confidential Client Case Study

Social Selling Case StudyBarbara Giamanco, President

@barbaragiamanco www.scs-connect.com

Objective: Develop a More Effective Approach to Prospecting

Challenge

Highly competitive industry.

Reps often got involved in deals late and that led to price wars.

Reps were not able to effectively engage over phone or email.

Talking to the wrong people – need to reach executives.

Needed to source new sales opportunities.

Goals

Enhance professional brand of the sales reps.

Fuel the sales pipeline with new opportunities.

Revisit sales opportunities that appeared to have gone cold.

Increase the number of net new sales meetings.

Go deeper into existing accounts.

Process: February 2012 – August 2012

Planning with management.

Assessment sales force skills and capabilities.

Customized content.

Trained roughly 1,500 Field Sales, Inside Sales, Lead Generation.

Leadership kick-offs.

Five 1-hour virtual sessions (recorded for playbook).

One 1-hour refresher session.

Workbooks and LinkedIn Training Guide as supporting materials.

Management debrief.

Outcome: First 6 Months 60% increase in first-degree connections in target industries.

50% increase in net/new sales meetings.

25% increase in reps using introductions to get to buyers.

Roughly 50% increase in user adoption.

Increase in content sharing and the use of media on profiles (not able to quantify as the company did not put a process in place to track).

Caution for Leaders

Strategic planning, accountability and proper execution.

The company did not want to invest in continued follow up training, coaching or support. They felt they could own it on their own.

Through conversations with sales leaders, we learned that no solid accountability process was put in place.


For all 3 companies, discuss:

• ROI• Compensation• Process• Enablement

Discussion Questions


The Future of Social Selling (May 2013) – Forrester Social Selling: Leveraging the Power of User-Generated

Content to Optimize Sales Results (Feb 2013) - Aberdeen Social Media and Sales Quota (Apr 2013)– A Sales Guy

Consulting and Social Centered Selling Cracking the LinkedIn Code (Mar 2013) - Jill Konrath & Ardath

Albee

Additional Resources: SURVEYS/RESEARCH


This American Life 133: Sales– Ira Glass (audio)

Liz Gelb-O’Connor, Barbara Giamanco, Jill Rowley, Jamie Shanks – on Vimeo and YouTube

Additional Resources: PODCASTS and VIDEOS


Social Media Today IBM’s Social Selling – Chief Marketer What is Social Selling? Connections and Content by Michael

Brenner (Forbes) Tweet Me, Friend Me, Make Me Buy by Barbara Giamanco–

(Harvard Business Review) The Future of Sales is NOW. Jacco van der Kooij’s blog MarketingThink : Gerry Moran’s Social Media Coaching blog

Additional Resources: ARTICLES /BLOGS/COMMUNITIES


LinkedIn Sales Secrets Revealed – Jill Konrath The Social Era Demands Social Selling – Hearsay Social Grande Guide to Social Selling – Eloqua The Six Tenets of Social Selling - InsideView Inside Sales Success : A Guide for Global Leaders (with

section on Social Selling) – Anneke Seley

Additional Resources: EBOOKS


To Sell is Human – Dan Pink Givers and Takers – Adam Grant The New Handshake: Sales Meets Social Media – Barbara

Giamanco & Joan Curtis The Most Powerful Brand on Earth – Chris Boudreaux &

Susan Emerick The Facebook Era – Clara Shih SNAP Selling – Jill Konrath Sales 2.0: Improve Business Results Using Innovative Sales

Practices and Technology – Anneke Seley & Brent Holloway

Additional Resources: BOOKS


LinkedIn Group:

Social Selling Shakeup

Connect and Continue the Conversation


What are YOUR Next Steps?


Thank you for participating!

Anneke Seley

@annekeseley

Charissa Franklin

@Charissa_in_sf

Anne Scalapino

@ascalapino