Insights ROI of Social Selling

Lauren Mullenholz Insights LeaderLinkedIn

The Science of Social Selling:Measuring adoption and results

and the Microsoft journey

Philip AmatoMarketing Communications Manager at Microsoft

The Buyer Process Has Changed

5.475% 90%people are now

involved in the average B2B

buying decision

of B2B buyers now usesocial media to be more

informed on vendors

of decision-makers say they never respond to

cold outreach

SOCIAL

Success StoriesSocial SelIing Index (SSI)

ADOPTION

Pipeline & Revenue

ROI

Freshman Sophomore Junior Senior

2.8GPA

3.0GPA

3.2GPA

3.5GPA

Social SelIing Index Defined

Social selling index

0

25

50

75

100

Laggards Leaders

Your Score

82

The components of social selling

Create a professional

brand

Find the right

people

Engage with insights

Build strong relationships

100

The components of social selling

Create a professiona

l brand

Find the right

people

Engage with insights

Build strong relationship

s

100

2xThe impact of SSI

New potential clients

Meetings secured

Opportunities generated

Source: LinkedIn Social Selling & Sales Performance Study, October 2014 . Compares high SSI sales professionals defined as SSI above 70 to low SSI sales professionals below 30. Only based on the subset who attribute generating an opportunity via LinkedIn.

How do we really look?

1000 20 40 8060

Social Selling Index (SSI)

28.22015

12.22012

It’s lonely at the top

46.7%51.9%

0-20 21-69 70+

SSI distribution for all sales professionals

1.4%

Sources: All Sales Professionals according to Linkedin as of Aug 2015, current SSI average

.

nmijic

No Cohort

Social sellers are trending up globally

Aug 2014 Aug 2015

21.2

28.2

+33%

Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014

nmijic

Cohort: Aug 2014

ANZ30.03

ASIA24.1

EMEA27.9

LATAM21.2

NAMER30.05

SSI By GEO


ANZ+33%

ASIA+36%

EMEA+34%

LATAM+46%

NAMER+29%

SSI By GEO


Tech and Professional Services lead

Retail & Consumer Products

Manufacturing/Industrial

Aero/Auto/Engineering

Government/Education/Non-profit

Healthcare & Pharmaceutical

Financial Services & Insurance

Oil & Energy

Professional Services

Tech, Telecom, & Media

0 5 10 15 20 25 30 35 40Aug 15 Aug 14Sources:

Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014

Laggard industries are gaining quickly this year

Retail & Consumer Products

Manufacturing/Industrial

Aero/Auto/Engineering

Government/Education/Non-profit

Healthcare & Pharmaceutical

Financial Services & Insurance

Oil & Energy

Professional Services

Tech, Telecom, & Media

0 5 10 15 20 25 30 35 40Aug 15 Aug 14

+37%

+37%

+43%


SMBs show greater social selling adoption

Enterprise Mid-Market SMB

27.1

27.9

30.5


Enterprise Mid-Market SMB

27.1

27.9

30.5

SMBs show greater social selling adoption

+32%+32%

+34%


Globally there’s room on the adoption curve

All Sales Professionals Median: 22

0 100

# of

Sal

es

prof

essio

nals

SSI scoreSources: Aug 2015, All Sales Professionals according to LinkedIn

MSFT Social Sellers

56.1

Company A Company B Company C Company D Company E

25.7

35.8

43.1 45.2

56.0

Microsoft overall SSI compared to competitors

Sources: Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average

0 - 20 21 - 45 46 - 69 70 +0%

10%

20%

30%

40%

50%

60%

70%

19%

39%36%

6%1%

17%

66%

15%

2.5xmore than competition

Microsoft’s journey: creating a competitive advantage

SSI Range

MSFT Social SellersMSFT Competition


nmijic

NO COHORT Good thing to mention here is that currently MSFT has 2.5x more members with 70+ SSI scores. Also we could change this to be a cohort and show how the distribution has changed from Aug 2014 to Aug 2015. If we take this approach then we need to update the next slide as well to be consistent. Let me know your thoughts?

Ahead of the competition in all SSI components

1.2xEstablish a

professional brand

1.2xFinding the right people

1.7xEngaging with

insights

1.5xEstablishing relationships


lmullenholz

let's do multiples vs. %

nmijic

NO COHORTWe can do multiples instead. Just let me know

From SSI to outcomes

+34%Profile

views from decision makers

+74%Decision maker

connections

Microsoft vs. competitors…

Sources: Aug 2014 to Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, no cohort.

nmijic

Talked to Kristin and she said to hold off on engagement metric. Currently, her and Mike are doing a big study around engagement. By showing this data we might be setting the wrong expectation.

nmijic

X-axis: Profile Views received from Decision Makers

nmijic

Need to add BDM engagements as a metric- working on pig script to pull data.Need to somehow visualize that MSFT SS have 30 % more incoming BDM profile views and 60% more BDM connections

Inbound profile views and connections at target accounts are predictive of success

Opportunity creation

Close rate

Deal size

+

Ensure sellers are connected with customer contacts

How Do We Start a Program?

How Do We Drive Adoption?

Number of Users

Number of Logins

Days Logged In

Time Per Login

SSI

How we got thereSSI was first used to measure adoption of

social

Microsoft Non-Social Sellers Microsoft Social Sellers

Our SSI trajectory

+7.8

+11.51.5x

higher

lmullenholz

Let's switch the visual

40

50

60MSFT Social Sellers

Our journey and program timeline

Worldwide kick-off

Launched CRM system

with SSI

Mid year review with

social selling

Aug 2014 Aug 2015

Resources, education, and accountability have been critical to drive adoption

Resources

Coaching & education

Accountability

Social sellers have moved along the distribution curve

Microsoft Social Sellers SSI

Num

ber

of S

ocia

l Sel

lers

Pre SSIAug 15 SSI

Pre- SSI Median: 48

Current SSI Median: 56 Julie Ovadia- Sr. Director

SSI: 5 to 62

Opportunity impact for high SSI sellers

Low engaged High engaged

+38%

30.3

41.8

# of Opportunities

We saw a direct relationship between SSI and opportunity growth

For every 10

SSI point increase

4.3More

opportunities

=

SSI leaders have increased connectivity and account penetration

IT Decision Makers

70+ SSI

+79%

More decision maker connections than non-social sellers

Business Decision Makers

Sales Navigator users are generating 1.7x the number of opportunities & revenue

1.7xMore opportunities & revenue on average

1.9x

2.3x

3.0xEnterprise & Partner Group

Corporate Group

Public Sector

1.5x

1.2x

5.0x

$Opportunities Revenues

SSI = KPI for social selling program

SSIAv

erag

e de

al s

ize Percent

close rate

Lessons learned from the journey

Measurement is king

Accountability

Enablement

MeasurementYou can’t change what you don’t measure

SSISSI matters and accountability is key

SuccessCelebrate success

Look up your SSI score and get started at:

sales.linkedin.com