why behavioural data is key to social selling success

Confidential ArCompany Inc. — February 19, 2013

Slide · 1 Confidential ArCompany Slide · 1

Why Behavioural Data is Key to Social Selling Success



So… Social Selling…

Are we just being sheepfor this latest “buzzword”?



79% of salespeople who use Social Media as a selling tool outperform those who don’t.

-Social Centered Selling Survey

Among Decision-Makers, LinkedIn Is The Most-Used Social Network for Work

-Forrester

Sales Increased 400% in Social Selling Pilot Program-IBM

Why Social Selling?



People are looking for social selling



So why is social selling so popular?

Simple – social media hasgrown up and it’s not just fuzzy unicorns now

(not a unicorn)



Social media maturity

ROILEAD

GENERATIONCUSTOMER

ACQUISITIONMETRICS DATA



Stupid social selling, though…

There’s no fixing that



Which is why social selling needs

BEHAVIOURAL DATA



Behavioural data

“information employed in marketing for designing promotional campaigns based on consumer’s buying habits, brand preferences, and product usage.”


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Case study

MV-1 Canada



MV-1 Canada



MV1-Canada

20%in 12 months



You need more than data analysis; you need people analysis

Data gives information, but people give nuances.



We have no shortage of information



We have no shortage of information

But information only tells half the story…



Data-only information skews the story



People tell us the REAL story



These social signals provide buying data



Why Updates Rule

• They tell your network what you are up to• An opportunity to share content of value• Follow clients and potential clients for

insights (e.g. Did they just connect or are they connected to your competitor?)

• Provide reasons to get in touch (e.g. Job change = Money In Motion)



26



LinkedIn – Datamining And Prospecting

28



What more can I learn about them from what they say, do, and share?

Prospect Profiling Via Social

29



What are they and where do I find them?It’s easier than you think and getting easier.

Social Signals

38



LinkedIn Social Signals – Daily Email

Money in motion!



Customers Broadcasting Financial Triggers



How do I get on a prospect’s radar and stay there? How can I stay on top of managing my network?

Managing Social Interactions

42



Social selling technologies you can use today

Social data, signals, sCRM and measurement



Social data – Mantis / Pulse Analytics



Social signals – Lymbix



Social signals – Lymbix

Emotional Analysis API offers qualitative text analytics across eight emotional categories



sCRM – Nimble



Measurement – Measure.ly



Tying It All Together

Mindset, Method, Data



Social Media = Corp DNA



Count Me In!

Whatever

I Don’t Want To Tweet And You Can’t Make Me

Internal Social Media Attitude



HeadquartersParent OrganizationExecutive TeamManagement Team

Frontline ManagementChannel PartnersCustomers/Community

Many organizations have implemented social media activities :• within distinct business

units or functional areas

• with little to no coordination across the organization

• with limited or poor communication from the frontline to executives and back down.

Current State of Communication



Content, communication, and authority need to cascade down through the organization with feedback making its way back up

HeadquartersParent OrganizationExecutive TeamManagement Team Frontline

ManagementChannel PartnersCustomers/Community

Regional OfficeBusiness UnitFunctional Area

Ideal End State of Communication



With a holistic approach to social media and the coordination of efforts, organizations have the potential for:

• input regarding product and/or service ideas or improvements

• incremental revenue• cost reduction from

operations• higher customer

satisfaction• amplification and cross-

promotion• improved brand

reputation management• improved collaboration

and communication

HeadquartersParent OrganizationExecutive TeamManagement Team

Frontline ManagementChannel PartnersCustomers/Community

Ideal End State



Find them and promote them amongst stakeholders

Bright Spots

13-10-01 63



What are people focused on and compensated for?

Focus On Outcomes



Silo Busting Collaboration



Thank you

www.arcompany.co

[email protected]

[email protected]

mailto:[email protected]




why behavioural data is key to social selling success

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