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This presentation gives sales professionals an overview of social media marketing and some of the basic concepts behind social selling. There are also a few tips and tricks for getting started and working with LinkedIn, Twitter, and Facebook.
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SilkRoad Guide To Social SellingRyan Rivera
Digital & Social Marketing Specialist
August 26, 2014
Agenda
1. What is social selling?
2. 5 Components of Social Selling
3. How to get started
4. Tips on the big 3
5. Questions
What is Social Selling?
What is Social Selling?
“Today's business buyers do not contact suppliers directly until 57 percent of the purchase process is complete.”1
1http://www.thinkwithgoogle.com/articles/b2b-digital-evolution.html
What is Social Selling?
Social selling is the use of social media tools in the selling process.
The Internet has forever changed the way people buy.
Yelp! reviews, search engine ranking, and the social web have empowered buyers with up-to-the-minute information.
What is Social Selling?
Whether it is from their personal network, reviews sites (like G2 Crowd for business technology), or traditional outlets like Consumer Report, buyers have information at their fingertips and they aren’t afraid to use it.
What is Social Selling?
According to retailing today 81% of buyers research online before making a big purchase.2
To leverage this shift in purchasing behavior, brands and sales teams have to play an active role in providing the buyer with relevant information and gain a presence in the earlier, research stages of the new buying cycle.
Social selling is a tool to do just that.
2http://www.retailingtoday.com/article/study-81-research-online-making-big-purchases
Five Components of Social Selling
Five Components of Social Selling
Social Sellin
g
Credibility
Prospecting
Relationship Building
Opportunity Identification
Intelligence
Five Components of Social Selling
Sales Challenge: TrustThere is a lot of information out there and consumers are skeptical. How do I stand out and show myself as an industry expert that understands HR pain points and offers valuable advice and solutions?
Social Selling SolutionSocial networks provides an opportunity to provide useful and relevant information and establish you as an industry expert and a valuable resource for industry insight.
By sharing SilkRoad and other content, you help buyers save time. You’ve presented the information they need. They don’t have to go out and find it!
You’ll be a trusted source of information, which will keep you top of mind when it comes time to buy a solution.
Credibility
Five Components of Social Selling
Sales Challenges: Who
• How do I find the right person in an organization? • What companies should I be targeting? • Who is looking for a solution SilkRoad provides?
Social Selling Solutions
• Conduct searches on sites like LinkedIn for people and organizations to narrow down targets.
• Listen in HR related groups and message boards to help identify people in an active buying cycle.
• Search for people connected to recent wins, they might be in similar positions and will have a reference they trust.
Social media can offer valuable, time saving insight and help you be present when the time is right.
Prospecting
Five Components of Social Selling
Sales Challenge: Cold RelationshipsGetting your foot in the door or establishing a connection is one of the biggest sales challenges.
Social Selling SolutionSocial selling helps you warm up relations. Social networks provide:
• An un-invasive way to connect and provide information
• A way to find personality insights, common experiences, and interests
• A way to uncover mutual connections in professional and personal networks
A sales rep contacted me via email. This rep noticed that I enjoy trivia on my Twitter profile. The rep added a trivia related subject line and added a list of funny trivia names. It got me to click through and I eventually scheduled a demo.
Relationship Building
Five Components of Social Selling
Sales Challenge: TimingStriking while the iron is hot or having a sales touch point at the right moment is key.
Social Selling SolutionKeep an eye on online conversations potential customers are involved in.
• Are they complaining about a competitor on Facebook?
• Are they seeking advice on providers from their twitter followers?
• Are they asking about onboarding processes in an HR LinkedIn group?
These are key engagement points that identify the potential customer’s pain points and can help a sales person get in the door.
Opportunity Identification
Five Components of Social Selling
Sales Challenge: Competitive and Consumer IntelSales teams need to be up-to-date on industry trends both in regard to their competitors, customers, and prospects.
Social Selling SolutionListen, listen, listen!
• Follow competitors to keep tabs on what they are up to.
• Monitor industry related sites and groups to stay current on HR issues and challenges.
Social media and social networks provide a wealth of information to consumers, that same information can be leveraged for the sales team.
Intelligence
Five Components of Social Selling
Social selling provides a number of opportunities to leverage connections and information in ways that benefit both the sales person and buyer.
How do I get started?
Tips for getting started with social selling.
How do I get started?
If you are new to social media, start off with the network that most appeals to your personality. Each network has its own quirks that appeal to different people. Find one that appeals to you most so that it isn’t a chore!
For B2B sales, LinkedIn is a must have, but I’d also recommend using Twitter, Facebook, or Google+ if they speak to you. There are many more social networks out there, and if you feel comfortable with those, dive in!
You’ll want to be active and engage these networks often. Be aware of your time limitations and select a number of networks that you can update regularly.
Tip
How do I get started?
If you’re already active on networks, make sure you’ve optimized them for professional use or that your privacy settings are set to your desired level of visibility.
Delete old tweets or hide Facebook posts that you wouldn’t want a prospective client to see. This is actually a good rule for social media in general!
Optimize your social presence
How do I get started?
Once you’ve selected your social media channels, start posting. Sharing SilkRoad original content, various articles/posts you’ve read, fun or interesting content, and your own insights will help you create a credible online persona.
After you’ve established that persona, start connecting! Remember to be patient, building online relationships can take time, but it is well worth it.
A good way to keep people engaged is to schedule 10 minutes in the morning and 5 minutes in the afternoon to check in on your social sites and post or reply to messages/comments.
Tip
Leverage the Big 3
Social selling tips for LinkedIn, Twitter, and Facebook.
The Professional’s Network
1. Join the conversation• Follow SilkRoad’s company page.• Join SilkRoad’s End-to-End Talent
Management Group.• Explore/join SilkRoad sub-groups.
Following SilkRoad and joining these groups will help you be a part of the conversation and provide easy opportunities to share and engage with new SilkRoad content.
2. Expand your reach• Join other industry interest groups.• Share content in these groups regularly.• Comment on discussions.
Add value to discussions in these groups, it will help you make connections and continue to develop your reputation as an industry expert.
3. Share Content• Share to groups• Share to specific individuals• Share to your news feed
Share to a specific person
Deb, After our conversation, I thought you’d find this demo webinar useful!
Share to multiple groups
Share to your news
Easy ways to share
4. Keep an eye on “Who’s Viewed Your Profile”• See who is checking up on you after an email.• Connect with people who have visited your
profile.• Make sure your profile is optimized to show up in
results and is a good representation of you as a salesperson.
Knowing who has been checking into your background gives you an indication of who might be interested in your solution. If you’ve been actively posting to groups, people will want to know more about you.
5. Use LinkedIn to monitor the landscape.• Follow competitor pages.• Keep tabs on who has changed roles or
companies.• Use network news to keep in touch.
There is a lot of information available on LinkedIn if you are watching. LinkedIn can help you keep tabs on the competition or keep you in the know when a prospect has taken on a different role. Maybe they are now a decision maker. Either way, congratulating someone on a promotion can warm up the relationship and help build a rapport for future business.
The Fast Moving, Fast Talking Social NetworkA lot can be done with 140 Characters
1. Follow thought leaders, competitors, and prospects.• Twitter is often used to share news, voice praise or complaints, or crowd source information.• You can learn a lot by listening in on what people are saying on twitter.
2. Share content.• Not only do people use Twitter to share news or ask questions, but they also monitor their
twitter feeds for news and information.• Providing valuable and insightful content will help you stand out and build credibility.
3. Find influencers.• Use tools like HootSuite to search on topics and hashtags.• HootSuite also lets you filter by influence using Klout* scores, a measure of social influence.
4. Converse!• People tweet to be heard-- retweet, favorite a tweet and you’ll make someone’s day!• Mention someone in a tweet to generate positive sentiment.• Add value to a conversation with replies.
5. Look for buying signals• Look for someone asking questions about talent management software.• Offer support/information when someone complains about a competitor.
*A Klout score measures a person’s social media influence.
I had a very unpleasant experience with UPS (who hasn’t). I was unable to get a reasonable or timely response using the usual channels so I tweeted about my frustration. Within minutes, FedEx replied to my tweet letting me know that they too ship to Canada and that I should give them a call.
Facebook: Friend, Family, Business?
1. Be where the people are. Facebook is the largest social network in the world. Chances are the people you want to sell to are amongst Facebook’s billion users.
2. Share content, you don’t know where it might go. You may not know this, but your college friend’s husband is the CHRO of that company you’ve been trying to find an in at and he too liked the post you shared on Onboarding Portals.
3. Keep track of your privacy settings. Make sure you are sharing what you want with who you want. Did you know you can view your profile as specific people?
4. Get ideas. Facebook can be a very interesting intersection of ideas. Be on the look out for tactics that you might be able to use or useful information.
5. Have fun! Facebook is a place to connect, entertain, and be entertained. People will remember if they had a good time reading your content.
Be True To You.
Social media and social networks are designed to help people stay connected. It is important to keep that in mind.
Follow the golden rule and ask yourself if you would appreciate, enjoy, or find valuable what you are about to post.
Proprietary and ConfidentialThis material is proprietary to SilkRoad, inc. It contains trade secrets and confidential information which is solely the property of SilkRoad, inc. This material is solely for the client’s internal use. This material shall not be used, reproduced, copied, disclosed, transmitted, in whole or in part, without the express consent of SilkRoad, inc.
Thank You!
