the social selling playbook
DESCRIPTION
This presentation provides a framework on to build and maximize a social selling program. Topics include recommendations on tools, getting started, listening and engagement and overall best practices to sell with social media.TRANSCRIPT
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The Social Selling Playbook
Jeff GibbAccount Executive - Simply Measured
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@jeffgibbAccount Executive - Simply MeasuredPreviously - Biz Dev Manger at OptifyBelow average ping-pong player
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Simply Measured brings Social Media Analytics to life, with beautiful reporting online and in Excel.
Individual Account Analysis
Competitive Analysis
Monitoring and Research
Influencer and Trend Analysis
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Simply Measured
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The Playbook
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Hit the Ground Running
Listen First
Rules of Engagement
Extending the Social Sale
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• Information Overload
• Don’t know where to start
• My prospects aren’t on social media
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A Few Common Objections
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“1 in 5 minutes online is spent on a social network”
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Social Selling is Critical
“75% of B2B buyers claimed that social media would likely have influence on a future purchase”
“LinkedIn adds two new members every second”
Sources: Eloqua & ComScore
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It All Starts with Email
Effective social selling begins with email & these 2 amazing apps
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Featured App: Rapportive
• Shows social networks matched against email• Connect, follow & friend with one click• Gives you a face to go with a name
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Featured App: Yesware
• Know when prospects open/click your email• Test templates and open rates
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The Playbook
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Hit The Ground Running
Listen First
Rules of Engagement
Extending the Social Sale
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Keep and eye on…
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Listen
Prospects
CompetitorsCompanies
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Get to Know Your Prospect
Social selling is a substitute for a face to face• Read LinkedIn and twitter bios• Scan recent updates and conversations• Use that data to guide conversations
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DO NOT: Comment on the movie they watched or salmon they ate last night in the first call.
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Interests Outside of Work
UFC is a Simply Measured customer. Great icebreaker in the next call.
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Are They in Buying Mode? Prospects may tell you how (or how not) to sell to them
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Company Announcements
Will is a very busy guy• Several emails had gone
unanswered• Twitter provided an
alternative conversation• Will responded to a offer of
real value for his team
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Competitive Intelligence
• Keep up to date with new features• Be aware if they go on the offensive with your prospects or
customers
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Listening - Tools and Tips
• Add prospects to private twitter listso Not necessary to follow everyone (e.g. competitors)
• Use platforms like Hootsuite and Tweetdeck• Platforms like Socedo can help you prospect
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The Playbook
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Hit The Ground Running
Listen First
Rules of Engagement
Extending the Social Sale
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Networks
Green Light
Use Best Judgment
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Public vs. Private
Keep these conversations as private as possible:• Customer support issues• Objections on features, functionality or price• Confidential relationships or high profile
prospects
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When in doubt, assume your competition is reading every post/tweet
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A Public Example
This is a good example of a conversation to take private..
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Instead…
@janrezab engages a public discussion. Again, now would be a great time to stop or take things private..
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Now, a Public Train WreckPublic engagement in this situation was a no-win for Jan.
It now lives on in Twitter forever.
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Public EngagementNetwork Type Privacy Level
Message Private
Like Limited
Comment Limited
Share Public
Direct Message Private
Favorite Limited
Reply Limited
Retweet Public
Mention Public
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Like/Favorite
Pros• A simple impression - Keeps you top of mind• Relatively privateCons• Delivers little real value to the customer• Conversation ends with a favorite
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Mentions
Pros• Very personal and intentional• Using cc at the end of a tweet is a great alternativeCons• Very public• Overuse can burn social capital in your existing
network
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Amplification: RT & Share
Pros• Extremely valuable in the eyes of your prospect• Sharing a job posting or award shows you’re
invested in their successCons• Very public• Overuse can burn social capital in your existing
network
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Reply (Twitter Only)
Pros• Direct • Shares valuable content that is unique to the
prospect• Almost private – only seen by mutual followersCons• No amplification value*
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Direct Message (twitter only)
Pros• PrivateCons• Easy to miss• DMs are notoriously spam heavy
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The Playbook
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Hit The Ground Running
Listen First
Rules of Engagement
Extending the Social Sale
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Long Term Success
• Rinse & Repeat! Integrate social selling into the entire sales process
• Stay engaged post sale for upgrade, upsell opportunities
• Missing BANT? Keep them on your twitter list to nurture over time
• Social engagement is a perfect compliment to less personal Marketing Automation
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