PleaseDon’t Cold Call Me on Social MediaLinkedIn, Social Selling Summit, “Intro Elevating Sales”18 June 2015Andrea EdwardsHead of Content Marketing & TrainingNovus Asia@AndreaTEdwards

Avid Social User +

Top 100 Social Seller Singapore

on LinkedIn

Did you know that your customers are 90% of the way through your sales cycle before they even come to you?

And what about the rest?

Where are they?Getting advice from peers on LinkedIn groups

Making decisions during Tweet chats

Attending networking events

Chatting with friends at BBQs

Reading influencer blogs on LinkedIn

Reading blogs by peers in their industry

On Google hangouts hearing opinions from around

the world

Talking to friends on Facebook

But they’re alsobeing entertained

Or looking at kittens? Meet Xena

15% of people trust recommendations from brands84% trust recommendations from people they knowSales representatives using social media outsell 78% of their peersLeads developed through employee social marketing convert 7x more frequently than other leadsReference: wersm

dominates as the“entry network”of choice amongCEOs

Of CEOs with only 1 network, 73% chose LinkedInNearly half of all social CEOs are only on LinkedIn — presumably because of the unmistakable business benefits

But now the noise is ramping up

So what’s the magic? How can you be where your customers are, influencing them?

Content must sit at the heart of business

CONTENT

What is content? How should we think about it?

I believe it’s anything that starts a conversation

To earn the right to your customer’s time, your content must be awesome, it must be all about the customer and it must be at the heart of everything you do as a brand

Content marketing isn’t speaking about your brand, products or services

It’s about speaking to the whole

customer

Helping your customers succeed

Assisting them in being more informed

Improving their lives

Answering their questions “If you want to sell me a camera,tell me how to take great photos” CMI

Three focus areas to finishUnderstand your customer

Share and give

Inspire, then feed your team

I’m female

Probably in my 40s

I’ve lived in Australia, England, the US, Singapore and Thailand

I obviously love to travel

I’m probably courageous if I do

I was a musician in the Army, so probably creative

My entire career is communications focused

I’m probably a seeker in life

I love to share my knowledge – I believe in giving

My blogs provide insight into my values

I’m informal xxx

I’m irreverent

I obviously love social media

I love how technology transforms lives

I believe in empowerment and equality

15 things you can learn about me on LinkedIn?

That’s powerful knowledgebut there’s more…If you comment on my blogsShare my contentLike my updatesEngage with me

Guess what?

There’s a lot of talk about the Sharing EconomyBut really, we must focus on the Giving Economy

Because today it’s not about you!It’s about your customer and the value you deliver to them

If you can consistently put yourself in your customers’ shoes, you can’t lose

This new world is all about giving — it’s where you can really shine

The 1/9/90 % rule applies

SupportersCreators Lurkers

You and your team must be in the top 10%

Feed your team

All of this isculturally challengingCultural – America vs rest of the world

Our role in our communities

Still selling and telling

Limited understanding of benefits to us and our business

Take-awaysBe brave and bold

Use social data

Be customer obsessed

Move content to heart

Inspire brand ambassadors

Train and reward stars

Feed amazing content to shine

Create a giving culture

@AndreaTEdwards

AndreaEdwardsAsia

Communicatingasiapacific.com

Communicating Asia Pacific

@NovusAsia

Novus Asia

Novus Asia

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