The Science of Social Selling: Measuring Adoption and Results with LinkedIn

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title title title title

Lauren Mullenholz Insights Leader, LinkedIn

The Science of Social Selling: Measuring adoption and results with LinkedIn

Alexander Low - @JLL_Law Head of Client Development Office Agency, JLL

#salesconnect

How have others seized the opportunity?

Measurement Education Exec Alignment

SOCIAL

Success Stories Social SelIing Index (SSI)

ADOPTION

Pipeline & Revenue

ROI


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SSI 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 impact of SSI

New clients

Meetings secured

Opportunities generated












How do we really look?

It’s lonely at the top

46.7%

51.9%

0-20 21-69 70+

SSI distribution for all sales professionals

1.4%

Social sellers are trending up globally

Aug 2014 Aug 2015

21.2

28.2

+33%

ANZ

30.0

ASIA

24.1

EMEA

27.9

LATAM

21.2

NAMER

30.1

SSI by Region

ANZ

+33%

ASIA

+36%

EMEA

+34%

LATAM

+46%

NAMER

+29%

SSI by Region

United Kingdom

30.7

France

23.0

The Netherlands

31.8

SSI by Country

United Kingdom

+27%

France

+33%

The Netherlands

+29%

SSI by Country

Tech and professional services lead

0 5 10 15 20 25 30 35 40

Retail & Consumer Products

Manufacturing/Industrial

Aero/Auto/Engineering

Government/Education/Non-profit

Healthcare & Pharmaceutical

Financial Services & Insurance

Oil & Energy

Professional Services

Tech, Telecom, & Media

Aug 15 Aug 14

But retail, manufacturing, and auto are growing quickly

0 5 10 15 20 25 30 35 40

Retail & Consumer Products

Manufacturing/Industrial

Aero/Auto/Engineering

Government/Education/Non-profit

Healthcare & Pharmaceutical

Financial Services & Insurance

Oil & Energy


Tech, Telecom, & Media

Aug 15 Aug 14

+37%

+37%

+43%

The Chasm

Early Majority Late Majority Laggards Innovators and Early Adopters

Social Selling

‘12-’14 ’18 -’19 ’20+ ’16 -’17

Tech/Media


Retail, Auto,

Manufacturing

34

2015

21

2015

SMBs show greater social selling adoption

27.1

27.9

30.5

Enterprise Mid-Market SMB

27.1

27.9

30.5

Enterprise Mid-Market SMB

SMBs show greater social selling adoption

+32% +32%

+34%

The Chasm

Early Majority Late Majority Laggards Innovators and Early Adopters

Social Selling

‘12-’14 ’18 -’19 ’20+ ’16 -’17

SMB

ENT, Mid Market

31

2015

27

2015

Globally there’s room on the adoption curve

All Sales Professionals

Median: 22 SC Attendees

Median: 63

0 100

Leaderboard

1 93

2 92.8

3 92.7

4 92.5

5 92.1

6 91.7

7 91.5

8 91.4

9 90.3

10 89.9

Richard van der Blom

Alan Crean

Xavier Monty Wendy van Gilst

Oliver S. Bauer

Ben Savage

Marcus Leathwood

Jordi Gili

Craig Evans

Paul Lewis

19.2

23.1 24.3 24.3

Competitor 1 Competitor 2 Competitor 3 Competitor 4 JLL (all non HREmployees)

JLL UK SocialSellers

50.6

24.8

from belief to adoption

JLL’s SSI compared to competitors:

Benchmark is composed of SSI of global non HR employees in Cushman & Wakefield (incl DTZ), Lambert Smith Hampton, Colliers International, CBRE

SS

I

44% 46%

10%

0% 1%

33%

62%

5%

0-20 21-45 46-69 70+

JLL’s journey: creating a competitive advantage

5X Over

Focus shifts to more sophisticated techniques as SSI scores increase

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1-20

21-69

70+

SS

I Bu

cke

ts

Professional Brand

Professional Brand

Professional Brand Right People

Right People

Right People

Insights

Insights

Insights

Relationships

Relationships

Relationships

Ahead of the competition in all SSI components

1.3x Establish a

professional brand

1.9x Finding the right

people

2.3x Engaging with

insights

3.4x Establishing relationships

From SSI to outcomes

2.5x 3.2x Profile views from decision makers

Business decision maker connections

JLL vs. competitors…












JLL’s story: selling internally as a starting point

53% of customer loyalty driven from sales experience

• Rep offers unique, valuable perspectives on the market

• Rep helps me navigate alternatives • Rep helps me avoid potential land mines • Rep educates me on new issues and

outcomes

• Supplier is easy to buy from • Supplier has widespread support across

organization

53%

Source: CEB

Buying decision making process

57%

Learn Define Needs

Assess Options

Make Decision

Result

Source: CEB

35.0

40.0

45.0

50.0

55.0

8/1/14 9/1/14 10/1/14 11/1/14 12/1/14 1/1/15 2/1/15 3/1/15 4/1/15 5/1/15 6/1/15 7/1/15 8/1/15

SS

I

From belief to adoption

JLL’s social selling story

Initial Investment & Training

Initial Coms & Gamification

Additional Training

50.6

0

1

2

3

4

5

6

7

8

9

10

1 11 21 31 41 51 61 71 81 91 101

Pre Sales Navigator

August 2015

JLL’s social selling story From belief to adoption

Nu

mb

er

of

Sa

les

Na

vig

ato

r U

sers

Median 50.8 SSI

Median 36.4 SSI

User success stories

34.7

78.3

125% Increase in SSI

since becoming a SN user

When I first joined, we tended to do quite a lot of cold calling. We don't do as much of

that anymore. We’ve got many more avenues where you can get warmer leads

and warmer introductions.

Dan Brown, Business Development

Dashboards are used to consistently measure behavior and leaderboards drive adoption

The SSI free dashboard is generating organic interest

50.7

36.9

12.7 11.1

22.7

13.8

10.0

8.5

5.3

3.4

Pre-Sales Navigator vs. August 2015

JLL has implemented SSI and seen impressive results

14% Increase in

establising a professional

brand

18% Increase in finding the right people

54% Increase in

engaging with insights

64% Increase in

establishing relationships

33% Increase

in SSI

JLL employees establish themselves as thought leaders

Measuring soft ROI: employee engagement

Social engagement

Sharing content

Behavior around CRM

Breaking down silos

ROI at JLL

£0

£50,000

£100,000

£150,000

£200,000

£250,000

£300,000

David and Dan

Re

ven

ue

in P

ou

nd

s

£1M+ in pipeline

£250,000 Closed

Unlock your company network

This is the new talent solutions – any sales organization that doesn’t have this is behind the

competition

Competitive advantage concept

Tool + sales skills

You can’t change what you don’t measure

SSI matters and accountability is key

Celebrate success

©2015 LinkedIn Corporation. All Rights Reserved.

The evidence is very clear for social selling

Changing customer buying behaviour

57%

of the buying journey is done BEFORE a sales rep is involved.

54%

of people are now involved in the average B2B

buying decision.

75%

of B2B buyers now use social media

to research vendors.

90%

of decision makers say they never

respond to cold outreach.

74%

of buyers choose the sales rep that was FIRST to add value and insight.

Key drivers of customer loyalty

Source: CEB

53% 19% 9% 19%

Sales experience

Company and brand

impact

Product and service delivery

Value-to-price ratio

2005 2009 2012 2015

15 Handicap

10 Handicap

8 Handicap

17 Handicap

User success stories

I think my increase in SSI was probably saving my contacts, creating some leads

and then actually using it on a really regular basis.

Alana Gilpin, Customer Relationship Manager

SSI score

49