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#HootConnect • @eskimon & @HootsuiteAPAC • 1&
AN ACTION PLAN FORSOCIAL SELLINGPREPARING FOR EFFICIENT, EFFECTIVE & COMPELLING CUSTOMER ENGAGEMENT
SIMON KEMP • we are social • JULY 2017
#HootConnect • @eskimon & @HootsuiteAPAC • 3&
#HootConnect • @eskimon & @HootsuiteAPAC • 4&
TODAY1. CONTEXT: THE STATE OF DIGITAL
2. THE RATIONALE FOR SOCIAL SELLING3. PLANNING FOR SOCIAL SELLING SUCCESS
4. MARKETING’S ROLE IN SOCIAL SELLING5. A SOCIAL SELLING PLAN FOR SALESPEOPLE
6. OPERATIONAL CONSIDERATIONS7. MEASURING SOCIAL SELLING ACTIVITIES
#HootConnect • @eskimon & @HootsuiteAPAC • 5&
CONTEXT
#HootConnect • @eskimon & @HootsuiteAPAC • 6&
MORE THAN 1.5 BILLION PEOPLE OF WORKING AGE IN APAC USE SOCIAL MEDIA EACH MONTH
Sources: Facebook; Tencent; U.S. Census Bureau
#HootConnect • @eskimon & @HootsuiteAPAC • 7&
5 IN 6 C-LEVEL EXECS USE SOCIAL MEDIA TO INFORM THEIR B2B BUYING DECISIONS
Source: IDC, “Social Buying Meets Social Selling”
#HootConnect • @eskimon & @HootsuiteAPAC • 8&
AS A RESULT, SOCIAL SELLING IS ONE OF THE MOST VALUABLE OPPORTUNITIES IN DIGITAL
#HootConnect • @eskimon & @HootsuiteAPAC • 9&
BUT WHAT IS SOCIAL SELLING?
#HootConnect • @eskimon & @HootsuiteAPAC • 10&
Social selling is the process of building and nurturing one-to-one relationships that enable a more
efficient and effective sales cycle.
“
#HootConnect • @eskimon & @HootsuiteAPAC • 11&
!
#HootConnect • @eskimon & @HootsuiteAPAC • 12&
SOCIAL SELLING IS NOT ABOUT DRIVING ONE-OFF SALES WITH ‘DIRECT RESPONSE’ ACTIVITIES
#HootConnect • @eskimon & @HootsuiteAPAC • 13&
IT’S ABOUT DELIVERING RECURRING VALUE BY NURTURING ENDURING RELATIONSHIPS
#HootConnect • @eskimon & @HootsuiteAPAC • 14&
SOCIALSELLING
#HootConnect • @eskimon & @HootsuiteAPAC • 15&
RATIONALE& BENEFITS
#HootConnect • @eskimon & @HootsuiteAPAC • 16&
SOCIAL SELLING CAN ADD VALUE AT EVERY STEP OF AN ORGANISATION’S SALES JOURNEY
#HootConnect • @eskimon & @HootsuiteAPAC • 17&
ADDING VALUE THROUGHOUT THE JOURNEY
SOCIAL LISTENING CAN IDENTIFY VALUABLE NEW CUSTOMERS AND SALES
OPPORTUNITIES
CONTENT MARKETING INSPIRES CUSTOMERS TO CONTACT THE BRAND AT
CRITICAL VALUE MOMENTS
IDENTIFYINGPROSPECTS
INBOUND LEADGENERATION
SOCIAL LISTENING CAN REVEAL SPECIFIC
CUSTOMER ENGAGEMENT OPPORTUNITIES
CONTEXTUALOUTREACH
FACILITATES THE MOVE FROM ONE-OFF SALES TO ONGOING MUTUAL
VALUE CREATION
CRM & CLTVMANAGEMENT
#HootConnect • @eskimon & @HootsuiteAPAC • 18&
SOCIAL SELLING BUILDS LONG-TERM BRAND EQUITY AND DRIVES SHORT-TERM SALES
#HootConnect • @eskimon & @HootsuiteAPAC • 19&
CRITICALLY, SOCIAL SELLING ADDS VALUE TO THE ORGANISATION’S BOTTOM LINE
#HootConnect • @eskimon & @HootsuiteAPAC • 20&
DOING THE RIGHT THINGSOPTIMISED ACTIVITIES ARE MORE
LIKELY TO CONVERT TO SALES
DOING THOSE THINGS RIGHTTARGETED ACTIVITIES REDUCE THE
COSTS OF DELIVERING THOSE SALES
EFFECTIVENESS EFFICIENCY
SOCIAL SELLING DELIVERS A ‘DOUBLE-WHAMMY’
&
#HootConnect • @eskimon & @HootsuiteAPAC • 21&
PLANNINGFOR SUCCESS
#HootConnect • @eskimon & @HootsuiteAPAC • 22&
SOCIAL SELLING IS A MULTI-TEAM EFFORT, SO BREAKING DOWN SILOES IS ESSENTIAL
#HootConnect • @eskimon & @HootsuiteAPAC • 23&
5 STEPS
#HootConnect • @eskimon & @HootsuiteAPAC • 24&
#1: IDENTIFY YOUR ORGANISATIONAL GOALS, AND SET S.M.A.R.T. OBJECTIVES AND TARGETS
#HootConnect • @eskimon & @HootsuiteAPAC • 25&
#2: IDENTIFY THE HIGHEST-VALUE NEEDSOF YOUR CUSTOMERS AND PROSPECTS
#HootConnect • @eskimon & @HootsuiteAPAC • 26&
#3: IDENTIFY YOUR OWN ORGANISATIONAL IMPERATIVES (E.G. LAUNCHES, REBRANDING)
#HootConnect • @eskimon & @HootsuiteAPAC • 27&
#4: TRANSLATE CUSTOMER & INTERNAL NEEDS INTO OVERARCHING ‘BRAND NARRATIVES’
#HootConnect • @eskimon & @HootsuiteAPAC • 28&
EXAMPLES OF ‘BRAND NARRATIVES’
STATISTICS AND DATA THAT MARKETERS NEED
TO MAKE DECISIONS
TRACKING CHANGES IN TECHNOLOGY AND
CONSUMER BEHAVIOUR
DATAREPORTS
TRENDS ANDFORECASTING
ADVICE AND GUIDANCE ON HOW TO TACKLE
COMMON CHALLENGES
HOW-TOGUIDES
#HootConnect • @eskimon & @HootsuiteAPAC • 29&
#5: IDENTIFY SOCIAL SELLING KPIS AND AN ASSOCIATED MEASUREMENT APPROACH
#HootConnect • @eskimon & @HootsuiteAPAC • 30&
NOTE: MEASUREMENT PLANS ARE DEPENDENT ON YOUR SPECIFIC OBJECTIVES AND CONTEXT
#HootConnect • @eskimon & @HootsuiteAPAC • 31&
NEXT, AGREE SOCIAL SELLING ROLES AND RESPONSIBILITIES ACROSS DIFFERENT TEAMS
#HootConnect • @eskimon & @HootsuiteAPAC • 32&
MARKETING
#HootConnect • @eskimon & @HootsuiteAPAC • 33&
SOCIAL SELLING DOESN’T REPLACE CONTENT MARKETING; IT ADDS DISTINCT NEW VALUE
#HootConnect • @eskimon & @HootsuiteAPAC • 34&
ASSETS DESIGNED FOR SHARING WITH BROADER AUDIENCES VIA THE
BRAND’S DIGITAL PROPERTIES
ASSETS DESIGNED TO HELP SALES TEAMS ENGAGE IN ONE-TO-ONE INTERACTIONS VIA
THEIR OWN SOCIAL PROPERTIES
CONTENTMARKETING
SOCIALSELLING
TWO DISTINCT TYPES OF ASSET
VS
#HootConnect • @eskimon & @HootsuiteAPAC • 35&
EMPLOYEE SHARING vs. BRAND SHARING
WE’RE 3 TIMES MORE LIKELY TO TRUST CONTENT SHARED BY PEOPLE WE KNOW THAN
CONTENT SHARED BY BRANDS
WE’RE 8 TIMES MORE LIKELY TO ENGAGE WITH CONTENT
SHARED BY EMPLOYEES THAN CONTENT SHARED BY BRANDS
3x 8xWE’RE 24 TIMES MORE LIKELY
TO RE-SHARE CONTENT SHARED BY EMPLOYEES THAN CONTENT SHARED BY BRANDS
24xLEADS GENERATED BY
EMPLOYEES CONVERT 7 TIMES MORE FREQUENTLY
THAN OTHER KINDS OF LEADS
7xMORE TRUSTWORTHY MORE ENGAGING MORE LIKELY TO SHARE BETTER CONVERSION
Sources: Nielsen; Smarp; Technerati; LinkedIn
#HootConnect • @eskimon & @HootsuiteAPAC • 36&
YOUR SOCIAL SELLING ASSETS WILL BE SHARED BY SALESPEOPLE, NOT BY BRAND MARKETERS
#HootConnect • @eskimon & @HootsuiteAPAC • 37&
DESIGN SOCIAL SELLING ASSETS TO ADD VALUE TO YOUR SALESPEOPLE’S ACTIVITIES
#HootConnect • @eskimon & @HootsuiteAPAC • 38&
BUT HOW DO YOU KNOW WHAT WILL ADD THE GREATEST VALUE?
#HootConnect • @eskimon & @HootsuiteAPAC • 39&
#1: UNDERSTAND THE VALUE THAT YOUR CUSTOMERS AND PROSPECTS WANT
#HootConnect • @eskimon & @HootsuiteAPAC • 40&
USE SOCIAL LISTENING ACROSS YOUR VARIOUS AUDIENCES TO INFORM THIS STEP
#HootConnect • @eskimon & @HootsuiteAPAC • 41&
#2: UNDERSTAND THE OUTCOMESTHAT YOUR SALESPEOPLE WANT
#HootConnect • @eskimon & @HootsuiteAPAC • 42&
BENEFITS TO INDIVIDUAL SALESPEOPLE
QUICKER AND EASIER DELIVERY OF MORE
FREQUENT AND HIGHER-VALUE OUTCOMES
THE CHANCE TO GAIN VISIBILITY, VALIDATION AND RECOGNITION FOR WORK, INTERNALLY & EXTERNALLY
DELIVERY OFKPI OUTCOMES
PROFESSIONALRECOGNITION
BUILDING A STRONGER PROFESSIONAL IDENTITY
THROUGH THOUGHT LEADERSHIP & NETWORKS
PERSONALBRANDING
USING A COMBINATION OF THESE BENEFITS TO
DEMONSTRATE VALUE AND SECURE PROMOTION
CAREERPROGRESSION
#HootConnect • @eskimon & @HootsuiteAPAC • 43&
#3: DESIGN ASSETS TO SATISFY THESE NEEDSAND BUILD BRAND CONSISTENCY AND EQUITY
#HootConnect • @eskimon & @HootsuiteAPAC • 44&
DIFFERENT TYPES OF VALUABLE CONTENT
FACTS AND NEWS THAT HELP PEOPLE MAKE NEW OR BETTER DECISIONS THAT THEY CARE ABOUT
EXPERIENCES THAT ATTRACT PEOPLE’S
ATTENTION & ENGAGE THEIR EMOTIONS
INFORMATION ENTERTAINMENTCONTENT THAT HELPS
PEOPLE BELIEVE IN THEMSELVES AND TRY NEW THINGS
INSPIRATIONRESOURCES THAT HELP PEOPLE ACQUIRE NEW
SKILLS OR ENHANCE THEIR CAPABILITIES
EDUCATION
#HootConnect • @eskimon & @HootsuiteAPAC • 45&
DESIGN CONTENT FOR DIFFERENT CONTEXTS
SMALL, STANDALONE CONTENT DESIGNED
TO MAXIMISE BREADTH
CONTENT ELEMENTS THAT CAN BE COMBINED TO
TELL DIFFERENT STORIES
DANDELIONSEEDS
BUILDINGBLOCKS
‘LEITMOTIF’ CONTENT THAT TELLS A SIMILAR STORY IN
NEW WAYS OVER TIME
RECURRINGREINFORCEMENT
#HootConnect • @eskimon & @HootsuiteAPAC • 46&
SALES
#HootConnect • @eskimon & @HootsuiteAPAC • 47&
THERE’S A SIMPLE PROCESS TO HELP SALESPEOPLE HARNESS SOCIAL SELLING TOO
#HootConnect • @eskimon & @HootsuiteAPAC • 48&
#1: CLARIFY YOUR INDIVIDUAL KPIS, AND MAP OUT CHALLENGES YOU NEED TO OVERCOME
#HootConnect • @eskimon & @HootsuiteAPAC • 49&
#2: IDENTIFY THE OPTIMUM CHANNEL MIX FOR YOUR SPECIFIC SOCIAL SELLING GOALS
#HootConnect • @eskimon & @HootsuiteAPAC • 50&
SELECTING THE RIGHT CHANNELS FOR YOU
THE ABILITY TO REACH A VARIETY OF CUSTOMERS AND PROSPECTS ON A
TIMELY & REGULAR BASIS
THE ABILITY TO SHARE CONTENT AND ENGAGE
PEOPLE AT EACH STAGE OF THE ‘BUYER JOURNEY’
AUDIENCEREACH
CONTEXTUALENGAGEMENT
THE TIME, MONEY AND EFFORT REQUIRED TO MANAGE &
TRACK ACTIVITIES ACROSS EACH PLATFORM
RESOURCEREQUIREMENTS
#HootConnect • @eskimon & @HootsuiteAPAC • 51&
#3: ENSURE THAT YOUR SOCIAL PROFILES ESTABLISH YOUR DESIRED PERSONAL BRAND
#HootConnect • @eskimon & @HootsuiteAPAC • 52&
THE ABSOLUTE BASICS OF LINKEDIN
USE YOUR FULL, REAL NAME SO THAT IT’S EASY
FOR PEOPLE TO FIND YOU
USE A PROFILE PHOTO THAT CONVEYS A PROFESSIONAL
IMAGE AND PERSONAL ‘BRAND’
NAME PHOTOADD YOUR JOB TITLE, COMPANY, INDUSTRY, AND HOME LOCATION
TITLECRAFT A BIO THAT TELLS PEOPLE SOMETHING ABOUT WHO YOU ARE, BEYOND JUST YOUR JOBS
BIO
#HootConnect • @eskimon & @HootsuiteAPAC • 53&
USE THIS SECTION TO OUTLINE YOUR CURRENT ROLE AND
THE ORGANISATION(S) YOU CURRENTLY WORK FOR / WITH
USE THE ‘SUMMARY’ SECTION TO INTRODUCE YOURSELF:
YOUR EXPERIENCE, EXPERTISE, INTERESTS, AND PERSONALITY
USE THE LOCATION OF YOUR HOME OFFICE. THIS DRIVES
SEARCH RESULTS, SO PRIORITISE ACCURACY
ADDING DETAILS OF WHERE YOU STUDIED CAN HELP
REINFORCE CREDIBILITY AND CONNECT YOU TO ALUMNI
USE A RECENT PHOTO THAT CLEARLY SHOWS YOUR FACE AND THAT REINFORCES YOUR
‘PROFESSIONAL BRAND’
1
USE YOUR FULL, REAL NAME AS YOU’D USE WHEN INTRODUCING YOURSELF IN A PROFESSIONAL CONTEXT
2
3
4
5
6
1
2
3
4
5
6
7
7 CHOOSE A DISTINCTIVE BACKGROUND IMAGE THAT CREATES THE RIGHT ‘ATMOSPHERE’ FOR VISITORS TO YOUR PROFILE, AND CONVEYS SOMETHING ABOUT YOUR PERSONALITY
#HootConnect • @eskimon & @HootsuiteAPAC • 54&
LINKEDIN’S PROFILE COMPLETENESS TIPS AND SOCIAL SELLING INDEX CAN HELP YOU ‘POLISH’
#HootConnect • @eskimon & @HootsuiteAPAC • 55&
https://www.linkedin.com/sales/ssi
#HootConnect • @eskimon & @HootsuiteAPAC • 56&
#4: BUILD YOUR NETWORK BY PROACTIVELY CONNECTING WITH RELEVANT INDIVIDUALS
#HootConnect • @eskimon & @HootsuiteAPAC • 57&
#5: DEVELOP A PUBLISHING PLAN THAT ALLOWS YOU TO TAKE YOUR AUDIENCE ON A JOURNEY
#HootConnect • @eskimon & @HootsuiteAPAC • 58&
#6: ENGAGE IN CONVERSATION, AND LOOK FOR OPPORTUNITIES TO ADD NEW VALUE
#HootConnect • @eskimon & @HootsuiteAPAC • 59&
OPPORTUNITIES ARE EVERYWHERE
CONVERSATIONS AROUND CONTENT
YOU’VE POSTED
CONVERSATIONS ON YOUR ORGANISATION’S BRANDED PROPERTIES
CONTENTYOU SHARE
BRAND TEAMACTIVITIES
CONVERSATIONS ON YOUR CUSTOMERS’ BRAND OR PERSONAL PROPERTIES
CUSTOMERS’CONTENT
CONVERSATIONS ON THIRD-PARTY PROFILES
AND PROPERTIES
THIRD-PARTYCONTENT
#HootConnect • @eskimon & @HootsuiteAPAC • 60&
USE SOCIAL LISTENING TO IDENTIFY POTENTIAL CONVERSATIONS AND RELEVANT TRENDS
#HootConnect • @eskimon & @HootsuiteAPAC • 61&
THINK AND BEHAVE LIKE A CONCIERGE AT A FIVE-STAR HOTEL FOR MAXIMUM IMPACT
#HootConnect • @eskimon & @HootsuiteAPAC • 62&
TRAITS OF A GREAT SOCIAL SELLER
BE USEFUL; SHARE THINGS THAT YOUR
AUDIENCE NEEDS, NOT JUST WHAT HELPS YOU
BE ENTHUSIASTIC; GO THE EXTRA MILE TO LOOK
FOR OPPORTUNITIES TO ADD NEW VALUE
HELPFUL PROACTIVEBE HUMAN; SHOW
SOME PERSONALITY TO AVOID APPEARING LIKE A CORPORATE DRONE
GENUINEBE SOCIABLE; CONNECT PEOPLE TO EACH OTHER AND INVITE OTHERS TO
JOIN THE CONVERSATION
INCLUSIVE
#HootConnect • @eskimon & @HootsuiteAPAC • 63&
#7: DEVELOP A MEASUREMENT APPROACH THAT HELPS YOU OPTIMISE FUTURE ACTIVITIES
#HootConnect • @eskimon & @HootsuiteAPAC • 64&
USE PLATFORM INSIGHTS TO UNDERSTAND WHO ENGAGES WITH WHAT, WHERE, AND WHEN
#HootConnect • @eskimon & @HootsuiteAPAC • 65&
WHEREVER POSSIBLE, KEEP A CENTRAL RECORDOF INTERACTIONS TO INFORM CRM EFFORTS
#HootConnect • @eskimon & @HootsuiteAPAC • 66&
OPERATIONALCONSIDERATIONS
#HootConnect • @eskimon & @HootsuiteAPAC • 67&
ELEMENTS OF A SOCIAL SELLING SOLUTION
A CENTRAL ‘HUB’ FOR HOSTING AND
ACCESSING SOCIAL SELLING CONTENT
A WAY TO LET SALES TEAMS KNOW ABOUT NEW CONTENT AND RELEVANT ACTIVITIES
HOSTING NOTIFYINGTRAINING AND BEST
PRACTICE RESOURCES FROM ACROSS THE
ORGANISATION
ENHANCINGA WAY TO TRACK
INTERACTION WITH DIFFERENT SALES-
PEOPLE OVER TIME
TRACKING
#HootConnect • @eskimon & @HootsuiteAPAC • 68&
THE ‘3TS’ OF EMPOWERING SOCIAL SELLERS
PROVIDING ACCESS TO THE SOCIAL MEDIA AND CRM TOOLS
THAT SELLERS NEED TO BUILD AND MANAGE RELATIONSHIPS
HELPING SOCIAL SELLERS TO DEVELOP THE SKILLS REQUIRED TO IDENTIFY AND ENGAGE IN
VALUABLE OPPORTUNITIES
TOOLS TRAININGENSURING SOCIAL SELLERS
HAVE ENOUGH TIME TO BUILD VALUABLE RELATIONSHIPS AND MANAGE CONTENT ACTIVITIES
TIME
#HootConnect • @eskimon & @HootsuiteAPAC • 69&
MEASUREMENT
#HootConnect • @eskimon & @HootsuiteAPAC • 70&
SELECT KPIS THAT MEASURE ORGANISATIONAL VALUE, NOT JUST CONTENT PERFORMANCE
#HootConnect • @eskimon & @HootsuiteAPAC • 71&
MEASUREMENT ACTIVITIES SHOULD INFORM IMPROVEMENTS, NOT JUST REPORT THE PAST
#HootConnect • @eskimon & @HootsuiteAPAC • 72&
SIMON KEMP
@ESKIMON
+65 9146 5356
WEARESOCIAL.COM