T: 07917 360222 Driving Sales Through Social Media

T: 07917 360222 www.frontofmindcoaching.co.uk

Driving Sales Through Social Media


Join the Conversation


Greg Cooper Front of Mind Coaching

@gregcoopers @LinkedIncoachUK

#socialSN2

Presenter



Angela’s story • Business provides white label training service to other companies• Strict LinkedIn connection policy• Sales assignment prompted more open approach• Re-launched business in its own right• Robust LinkedIn network of 1,000 connections • LinkedIn “experiment” • Target = 400 new connections in 4 weeks.• Through advanced search identified 2236 suspects in 50 mile radius• Targeted 2nd degree connections and prospects who shared a group• Reached target mid-way through 4th week



Results• In the last 3 weeks 7 companies approached Angela to utilise

her services• 5 wanted help with projects, that they just happened to be

organising that month• Had to stop selling as enough work for rest of year!

http://connemarauk.files.wordpress.com/2013/03/screen-shot-2013-03-19-at-22-07-16.png




Case Study: Fiesta Movement100 pre-launch Fiestas given to key influencersGiven missions to completeExperiences documented on social channels7 million views on Youtube100,000 information requests pre launch10,000 pre-launch ordersNo conventional advertising expenditure

http://www.youtube.com/watch?v=OG-vclDyi4c




Objectives for Maersk Strategy

“getting closer to our customers” = key overall target including increasing:

brand awarenessbrand loyaltyemployer brandingemployee retention

customer insights



Maersk Group Results

In less than 18 months:• 780,000 fans on Facebook• Purposeful presence on Twitter• Maersk spotting trend sparked by Instagram• A “Shipping circle” on LinkedIn for “shipping experts”• 150 country communication managers make local posts• Rated ahead of Lego and Disney• Cost <£100K .......ROI estimated at 5,000%

http://bit.ly/1bgWbO8


How do you buy?


Do you buy from strangers?NoDo you buy from people you don’t trust?NoDo you buy from people with a track record?YesAre you influenced by recommendation?DefinitelyFirst step....



“Control of research and sales process has shifted into the hands of the buyer. Buyers navigate their purchasing paths based on where they can find the best information”


The Social Buyer

The social buyer minimises risk and increases confidence in the buying decision by leveraging personal and professional networks


Social Buying Meets Social Selling IDC White Paper April 2014

• 75% B2B buyers use social media to make purchase decisions• Buyers who do use social media spend 84% more and• Make 61% more purchases• 76% prefer to work with vendors who have been

recommended• Biggest benefit is gaining greater comfort and confidence in

decisions• Successful vendors focus on increasing “social proximity, social

presence and social capital” http://slidesha.re/1onUODG


Principles of Social Selling

• Find and get to know your audience• Develop and deliver relevant content• Engage• Invite



Sander’s story• Major account sales in large Telco• Sales had dried up in one of key accounts• New approach needed – decided to adopt a social sales strategy• Identified 10 solutions that fitted the customer’s niche• Sales developed new content to customers and influencers• Built Twitter network within customer• Customers began to ask question and engage with tweets and blog• Built LinkedIn connections, joined groups where customers active• Joined customer employee LinkedIn group• Growing engagement leads to invitations to bid on new projects



Telco Major Account Results• A new positive atmosphere created• Company seen as a source of expert advice• Customers found approach refreshing• Many new connections established• Better insights into customer needs meant better proposals

• $47m business won in 18 month period


Sellers are moving to a content centred approach


Content = Decision Making Information






Interview with Elaine Clark about Twitter

• Accountants for entry level micro businesses• “Twitter is at the centre of what we do”• Don’t spend a penny on marketing and PR• Twitter drives traffic to blog and website• Talks in customer language• Networks with, customers, prospects and peers• Generates 120-190 new clients per month• Generates national exposure



How top sales people use LinkedIn

http://bit.ly/1hFLXpx


How Top Sales People Use LinkedIn to Outperform Their Colleagues

Activity Top sales people The rest

View LinkedIn as essential 90% 13%

Build targeted prospect lists 80% 23%

Research prospects before contact 87% 27%

Showcase expertise 61% 34%

Active in groups 64% 40%

Connect with customers 54% 19%

Spend 6hrs + per week on LinkedIn 70% 12%


The Power of an Update


Sales Strategy1.Research the name of decision makers on LinkedIn.2. Link up. 3. Post update on LinkedIn that would be relevant to them.4. Follow up call within 48hrs.


Result 6 projects in 2012 from JLP

Waitrose, AXA, Asda, NEC Group.

Overall projects value = £3.8m

4 potential projects in 2013.




Google+


Google+ Hangout On Air


Blogs





Are you ready for social selling?1. What do I want to achieve with social media?2. Who is my buyer and how do they use social media?3. What content and offers could I develop? 4. What channels should I use to promote content? 5. How can I build social into the sales process?6. How can I engage staff, customers and partners? 7. How will I measure results?


Forthcoming workshops:

Google+ June 12th Engine Shed Bristol :(http://bit.ly/1dwx6vS)

LinkedIn Master Class June 25th Bristol(http://bit.ly/13bLU3s)

http://bit.ly/1dwx6vS

http://bit.ly/13bLU3s


Thank you

Greg Cooper07917 360222@gregcoopers@linkedincoachuk

[email protected]

mailto:[email protected]

Documents

T: 07917 360222 Driving Sales Through Social Media