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Presentation to TAG Enterprise 2.0 group on 4/6/10 in Atlanta, GA. The presentation covers key findings of a social media and sales effectiveness survey and attitudes surrounding the use of social media in the sales process. The discussion will review the tools and techniques currently being used by the successful sales professional in the next generation enterprise.
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Robert PeaseVice President of Marketing
[email protected]@RobertAtGist
Getting the Gist of Digital Communication
TAG Enterprise 2.0 Society
4/7/2010
2
Last slide first*
1. IT “Personalization” is blurring the professional/personal divide
2. Social media efforts must move beyond listening to effective engagement to see the greatest benefit
3. Social media can drive revenue but sales is still a process
4. Inboxes proliferate and are becoming more social
5. Available information is overwhelming and effective filtering is essential
#gist/@RobertAtGist Copyright © 2010 Gist
*Thanks to Zach Nelson, CEO, Netsuite
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The social enterprise is evolving…
Ad Hoc/Experimental
Brand/Sentiment Monitoring
Policies & Procedures
Line of Business/Individual Use
IT “Personalization”
•My Contacts•My Equipment•My Brand
#gist/@RobertAtGist
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Do my prospects care about what is being said?
#gist/@RobertAtGist
Four Zones of Engagement
Zone of Amazement Zone of Affection
•Response within 1-10 minutes
•Personal & authentic
•Speed wins
•Complete coverage
•DO NOT outsource
•Response within 4 – 6 Hours
•Sales = Support
•Actionable & meaningful
•Contribute domain knowledge
Real-time/Near-time Response
Zone of Indifference
•Over 6 hours to respond
•Generic response
•Direct sales tactics
•Nothing worth sharing
•Partial coverage
Batch & Act
Zone of Disdain
•No coverage•No response
#FAIL
No Clue
#gist/@RobertAtGist
Rules of Engagement
1. “Amplify” others through your channels to help them build their personal awareness & credibility…you become a promotion engine for your customers.
2. Avoid the frontal assault – not the forum or channel for generic sales pitch, respond in context and be helpful.
3. Be personal and authentic – not to be outsourced or placed in entry-level hands
4. Always respond with a smile…no matter what. You do not control the conversation.
5. Always in public…build the echo chamber. Go off-line when the time is right.
6. Always transparent…both good and bad. Your advocates will stand up for you.
7. Point them somewhere like a blog, social network, or a user community that you host. You want them to connect & share….even about things unrelated to you.#gist/@RobertAtGist
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Social Media & Sales Survey
• Collected via on-line survey (n=499)
• Gist users so skewed in terms of use of social media
• But…a good leading indicator
• Wanted to understand usage as well as results
• You know what they say about statistics…
#gist/@RobertAtGist
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Finding information…
Internet search Company informa-tion source (like
Hoovers)
Social network Review notes in CRM system
Re-read emails0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
How do you prepare?
#gist/@RobertAtGist
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Social media generates revenue…
65.8%
34.2%
Have you generated new revenue from use of these tools?
Yes
No
#gist/@RobertAtGist
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Up to 20% more…
39.2%
29.4%
15.1%
7.5%
8.7%
Almost 70% report increases of up to 20%
5-10%
10-20%
20-30%
30-50%
50% or more
#gist/@RobertAtGist
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But does not always reduce sales cycles
33.7%
66.3%
Have you reduced sales cycles by using these tools?
Yes
No
#gist/@RobertAtGist
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Popular tools…
Prospecting & Selling Generate Revenue
•LinkedIn (81%)•Twitter (70%)•Facebook (68%)•Blogs (62%)•Jigsaw•Plaxo•MySpace•Xing•ZoomInfo•Hoovers•Spoke•Crunchbase•Google…
•LinkedIn (55%)•Twitter (45%)•Facebook (46%)•Blogs (42%)•Jigsaw•Plaxo•Ning•Myspace•YouTube
#gist/@RobertAtGist
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71.7%
28.3%
If you had to choose between your email application & your CRM application, which would you choose?
Email application
CRM application
Email isn’t going anywhere…
“Email is life's database”
“Email is the foundation of all that I do.”
“Email is part of what I do everyday. Going outside of Outlook slows my productivity.”
“I prefer to stay in email. It is where I live and where work gets done.”
“Most of the time spent is in Email, it becomes - with all its quirks - the primary organization and contact management tool.”
#gist/@RobertAtGist
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Too much information
Too little time
Too many connections
Too many inboxes
15#gist/@RobertAtGist
How Gist Works…
16#gist/@RobertAtGist
Dashboard – what I need to know about my network
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Inside Outlook – integrated with my workflow
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Inside Salesforce – giving me the reason to call…
19#gist/@RobertAtGist
iPhone – smart, relevant information, on the go
20#gist/@RobertAtGist
In a daily email digest…
#gist/@RobertAtGist
Inside Lotus Notes…
22#gist/@RobertAtGist
