Changing The Sales [In]dustry Through Social Selling

GSK 2014

Fernando Alves

How to use LinkedIn to shake your sales strategy ?

Personalize this deck by adding your LI profile photo and your name1

The first is that the potential for success exists within each of us. The second is that relationships are the fundamental key to success.

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3Our agendaLINKEDIN TODAY

WHY SOCIAL SELLINGHOW TO SOCIAL SELL

AgendaSnapshot of LinkedIn today

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We operationalize these concepts and create a business around these ideas with our vision. Its our true north. Our dream.And its to create economic opportunity for every member of the global workforce. Thats over 3 billion people in the world.

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Our mission is our overarching objective; Its to connect the worlds professionals to make them more productive and successfulWeve always been 100% focused on professionals, the 780mm professionals, knowledge workers, and students worldwide

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CANADA12M+BRAZIL25M+EMEA138M+SAUDI ARABIA2M+SOUTH AFRICA4M+INDONESIA6M+AUSTRALIA7M+USA128M+UAE2M+CHINA20M+INDIA35M+RUSSIA5M+

Were the most effective platform for building relationships with the worlds professionalsAnd with that global reach comes activity and engagement at massive scale

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Knowledge

SchoolsSkillsJobsCompaniesMembers433M7M6M8B27k8MEndorsementsWeekly shares

Were operationalizing our vision through the worlds first economic graph, which is about digitally mapping the global economyWe aim to include all: Members of the global workforce; Companies in the world; Jobs those companies offer; Skills required to obtain those jobs; Schools offering a path to acquire those skills; and Knowledge of every member, company, and university

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Hire

Market

Sell

Work

We solve problems for companies by changing the way they hire, market, sell and work to be more successfulWere the only place to solve your 3 largest objectives to drive growth and success for the enterprise

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We connect you to opportunity. And when I say opportunity, I mean opportunity in the broadest sense. Its not just about getting a job. Its about all the opportunities that exist to help you grow as a professional and help you be successful in your career.Well talk a little more about how opportunity comes to life for both our members and customers next

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For our free members, there are 3 main ways that we deliver value for them: We help them (1) stay connected to their professional world (e.g. network updates, messaging, profile); (2) stay informed through professional news and knowledge (e.g. Pulse, publishing platform, Lynda.com); (3) advance their careers (e.g. get hired, passive recruiting, active job seekers, career planning)

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So whether youre sharing or publishing content, connecting with other professionals, editing your profile, commenting, or liking, all of these actions generate all this data that flows through our ecosystem

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The symbols represent all the activity on the network, and its that data in turn that provides the value we provide to companies

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Why is Social Selling key to your business future ?

What I want to do now is to talk about two aspects of why we think this is the future.We going to go back on some business school basics and I want to touch on some hard core stats14

15Your competitive advantage

What defines your competitive advantage:Some will say product.Some will argue it is the team and the ecosystem.Some others believe in the timing:Timing is what I am looking for right now and we have seen that chart all over our university books for those of you who studied business.Weve understood that innovating was risky and that there a moment where these innovations would reach critical masses opening up to the rest of the market.Its a process where risk takers are rewarded for.15

16Your competitive advantage

As it widely known in Silicon valley, no pain no gain.Higher the risk, higher the reward.Thats a repeatable process to be foreseen in products, markets and methologies.Let me be a bit more congrete.

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17The World Wide Web

The www

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18Social Selling

So what do I want to show you today?I want to open up a truth about whats been happening in sales

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Social selling State of the Union

Given this new reality, we built a tool from the ground up for a salesperson that were very excited aboutHeres how we think you should approach social selling: (1) Thanks to LinkedIns platform and our ability to help you do things at scale and with transparency, we enable your salespeople to establish their identity. This is about having people understand who they are, what they care about, and what theyre selling; (2) Those salespeople can leverage their network and the network of their team along with our data to find the right decision makers and influencers that they should be reaching out to and get in with a warm introduction; (3) Then we can help them determine how they can best add value to the conversation, and that means engaging their customer with relevant insights to help make the experience feel personal; (4) This is all in service of building strong relationships. When done well, this leads to increased sales and success for individuals and the companies they work for.

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The reason this is important is because the world of sales has also changed: (1) the buying process is more complicated than ever; (2) B2B decision makers are influenced by social media; and (3) decision makers arent responding to cold outreach21

22Social selling index

Laggards0Leaders100linkedin.com/sales/ssi

Create your professional brand23

An ideal starting point for connecting with your professional world is building a great profile on LinkedIn

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Add a professional photo

1More views with a profile photo than without14x

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Select a photo that represents you professionally. This helps humanize your profile and makes you more approachable. You dont have to enlist the help of a professional photographer ensure youre dressed professionally and alone in the shot and you can even take a photo with the help of a colleague. 24

Write an attention-grabbing headline

2Explain what it is you doShow your passion and value

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Your profile is the front page of your story. The headline is a great way to show your value and passion in one quick line. Inspire the viewer to read more.25

Draft a compelling summary

3Talk to the audience you want to attractRecommend 40 words or moreInclude keywords not buzzwords

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Adding a summary of 40 words or more makes your profile more likely to turn up in a future employers search. A good tip is to ensure your summary includes keywords featured in desirable job descriptions for your field. Describe your experience and tell the world why you work in your chosen career. Avoid buzzwords (examples: strategic, team player, creative) and focus on your career accomplishments.26

Detail your profile to find common ground

4More profile views than those without12x

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Its essential to list all past experience. Your profile is 12 times more likely to be viewed if you have more than one position listed. 27

5Add examples of your work in photos presentations & videosGive a dynamic, visually appealing representation of your professional story

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Illustrate your unique professional story and achievements by adding visuals such pictures, compelling videos, links to news stories and innovative presentations to your experience section.28

Add skills and get endorsed for them

6Think about the skills that your investors, prospects and customers are looking for

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Add skills The optimal number is unique to each person. Include a mix of high level and niche skills and be specific.Get Endorsements -Add skills that your connections can endorse you for and recognize those youve worked with on their professional skills. There are over 3 billion endorsements given to date on LinkedIn.29

Brand your corporate page

7What do you want to show to your prospects, potential investors and candidates about:your current projectsyour cultureyour future aspirations30

Add skills The optimal number is unique to each person. Include a mix of high level and niche skills and be specific.Get Endorsements -Add skills that your connections can endorse you for and recognize those youve worked with on their professional skills. There are over 3 billion endorsements given to date on LinkedIn.30

Finding the right people31


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Finding the right person within 30 seconds

Searches are based on a variety of fields on profiles 32


Use Boolean searches

Using keywords to narrow the exact typology of individuals you are looking for33


Engage with Insights34


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Right information at the right time

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Showcase yourself as an industry expert

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Make sure its relevant to your target audienceProve relevancy through engagement levels


Build strong relationships37


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Stay connectedThrough InMails & connecting with themMake it personal !


Build strong relationships

39Engage online constantly and directly to create stronger relationships offline


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Changing The Sales [In]dustry Through Social Selling