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Actionable Insights, Analytics & Attribution
Leading the Social Sales Force Workshop
Senior Solutions Consultant @bencathers
Ben Cathers
Ben CathersSenior Solutions Consultant
@bencathers | [email protected]
Join the conversation using #socialsalesforce
Today’s Speaker
Benefits of Social Adoption
More Revenue
20%Higher Profit
Growth
60%More Revenue
20%
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“78% of salespeople using social media outsell their peers”
“Over half of the respondents (54%) who used social media tracked their social media usage back to at least one closed deal.”
Brick and Mortar
Website Social
Social is the new front door: It’s where your prospects learn, seek, discover & decide
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Jill Rowley,Social Selling Evangelist
“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”
From Social Marketing to Social Business
Social Advocates Social Teams Social Organization
Evolution of social
Source: Forrester Research, Inc. “Break Through The Hype Of Social Selling How To Successfully Enable Your Sales Teams To Utilize Their Social Networks.” 2015. https://www.forrester.com/Break+Through+The+Hype+Of+Social+Selling/fulltext/-/E-res120747
Social selling misperceptions✖ Social selling can be initiated in a few simple steps✖ Social selling should be led only by sales✖ Social selling is a one-size-fits-all tactic✖ Social selling is the panacea for meeting challenging sales
objectives
Evolution of socialTake it slow
Walk Crawl Run
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How do I find actionable insights?
• Monitor LinkedIn groups and contact updates on social
• Follow your industry #hashtag
• Leverage a social selling tool like Sales Navigator
Tips for finding sales insights
Crawl
Join the conversation using #socialsalesforce
• Create Twitter lists of influencers, prospects and competitors: listen for buying signals and opportunities to engage
• Set up search streams to monitor industry hashtags, competitors & product mentions
Tips for finding sales insights
Walk
Join the conversation using #socialsalesforce
• Leverage a listening and analytics tool to measure leads driven and opportunities created with social attribution
• Find most impactful, best converting content to share
Tips for finding sales insights
Run
Join the conversation using #socialsalesforce
A closer look at the insights
What KPIs should be measured?
Aligning social to business goals
Goals
Brand Awareness
Thought Leadership
Word of Mouth
Leads
Sales
Join the conversation using #socialsalesforce
Goals
Brand Awareness
Thought Leadership
Word of Mouth
Leads
Sales
On Social
Reach
Consumption
Likes & Shares
Actions
Conversion
Aligning social to business goals
Join the conversation using #socialsalesforce
Aligning social to business goals
CrawlGoals
Brand Awareness
Thought Leadership
On Social
Reach
Consumption
Join the conversation using #socialsalesforce
Walk
Aligning social to business goals
Goals
Word of Mouth
On Social
Likes & Shares
Join the conversation using #socialsalesforce
Run
Aligning social to business goals
Goals
Leads
Sales
On Social
Actions
Conversion
Join the conversation using #socialsalesforce
How do I measure social selling success?
How Hootsuite did it
• Health test to see if reps are posting, sharing and engaging more
• Social Media Management Analytics (posting activity & follower growth)
How Hootsuite did it
Crawl
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Questions to ask yourself
Crawl
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● Are sales reps comfortable using social media technology?● Are sales reps getting into the routine of posting/sharing on social?● Are posts/shares & follower growth trending upwards?
How Hootsuite did it
Crawl
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Data Source: Hootsuite Enterprise
• 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
Walk
How Hootsuite did it
Join the conversation using #socialsalesforce
Questions to ask yourself
Crawl
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● 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? ● Is team performance increasingly driving more leads and
conversion?
How Hootsuite did it
Crawl
Join the conversation using #socialsalesforce
Data Source: Google Analytics [Sample Data, Not Actual]
• 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
Run
How Hootsuite did it
Join the conversation using #socialsalesforce
Questions to ask yourself
Crawl
Join the conversation using #socialsalesforce
● How is each rep performing and who are the top performers? ● How much pipeline can be attributed to social media activities?● What social activities impacted deals and which sales reps can be
attributed?
How Hootsuite did it
Crawl
Join the conversation using #socialsalesforce
Data Source: Salesforce [Sample Data, Not Actual]
Questions?
Ben CathersSenior Solutions Consultant
@bencathers | [email protected]
Join the conversation using #socialsalesforce
Thank You!
enterprise.hootsuite.comMore info:
Senior Solutions Consultant @bencathers
Ben Cathers
