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Today, businesses and organizations are looking for more from social media when it comes to lead generation, customer acquisition, churn, and more. This presentation highlights how companies can use behavioural insights from freely available data to meet these needs, and exceed them.
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Confidential ArCompany Inc. — February 19, 2013
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Why Behavioural Data is Key to Social Selling Success
Confidential ArCompany Inc. — February 19, 2013
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So… Social Selling…
Are we just being sheepfor this latest “buzzword”?
Confidential ArCompany Inc. — February 19, 2013
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79% of salespeople who use Social Media as a selling tool outperform those who don’t.
-Social Centered Selling Survey
Among Decision-Makers, LinkedIn Is The Most-Used Social Network for Work
-Forrester
Sales Increased 400% in Social Selling Pilot Program-IBM
Why Social Selling?
Confidential ArCompany Inc. — February 19, 2013
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People are looking for social selling
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So why is social selling so popular?
Simple – social media hasgrown up and it’s not just fuzzy unicorns now
(not a unicorn)
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Social media maturity
ROILEAD
GENERATIONCUSTOMER
ACQUISITIONMETRICS DATA
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Stupid social selling, though…
There’s no fixing that
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Which is why social selling needs
BEHAVIOURAL DATA
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Behavioural data
“information employed in marketing for designing promotional campaigns based on consumer’s buying habits, brand preferences, and product usage.”
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Case study
MV-1 Canada
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MV-1 Canada
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MV-1 Canada
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MV-1 Canada
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MV-1 Canada
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MV1-Canada
20%in 12 months
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You need more than data analysis; you need people analysis
Data gives information, but people give nuances.
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We have no shortage of information
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We have no shortage of information
But information only tells half the story…
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Data-only information skews the story
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People tell us the REAL story
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People tell us the REAL story
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These social signals provide buying data
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Why Updates Rule
• They tell your network what you are up to• An opportunity to share content of value• Follow clients and potential clients for
insights (e.g. Did they just connect or are they connected to your competitor?)
• Provide reasons to get in touch (e.g. Job change = Money In Motion)
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LinkedIn – Datamining And Prospecting
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What more can I learn about them from what they say, do, and share?
Prospect Profiling Via Social
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What are they and where do I find them?It’s easier than you think and getting easier.
Social Signals
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LinkedIn Social Signals – Daily Email
Money in motion!
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Customers Broadcasting Financial Triggers
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How do I get on a prospect’s radar and stay there? How can I stay on top of managing my network?
Managing Social Interactions
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Social selling technologies you can use today
Social data, signals, sCRM and measurement
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Social data – Mantis / Pulse Analytics
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Social data – Mantis / Pulse Analytics
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Social signals – Lymbix
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Social signals – Lymbix
Emotional Analysis API offers qualitative text analytics across eight emotional categories
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sCRM – Nimble
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sCRM – Nimble
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Measurement – Measure.ly
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Measurement – Measure.ly
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Measurement – Measure.ly
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Measurement – Measure.ly
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Tying It All Together
Mindset, Method, Data
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Social Media = Corp DNA
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Count Me In!
Whatever
I Don’t Want To Tweet And You Can’t Make Me
Internal Social Media Attitude
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HeadquartersParent OrganizationExecutive TeamManagement Team
Frontline ManagementChannel PartnersCustomers/Community
Many organizations have implemented social media activities :• within distinct business
units or functional areas
• with little to no coordination across the organization
• with limited or poor communication from the frontline to executives and back down.
Current State of Communication
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Content, communication, and authority need to cascade down through the organization with feedback making its way back up
HeadquartersParent OrganizationExecutive TeamManagement Team Frontline
ManagementChannel PartnersCustomers/Community
Regional OfficeBusiness UnitFunctional Area
Ideal End State of Communication
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With a holistic approach to social media and the coordination of efforts, organizations have the potential for:
• input regarding product and/or service ideas or improvements
• incremental revenue• cost reduction from
operations• higher customer
satisfaction• amplification and cross-
promotion• improved brand
reputation management• improved collaboration
and communication
HeadquartersParent OrganizationExecutive TeamManagement Team
Frontline ManagementChannel PartnersCustomers/Community
Ideal End State
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Find them and promote them amongst stakeholders
Bright Spots
13-10-01 63
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What are people focused on and compensated for?
Focus On Outcomes
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Silo Busting Collaboration
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Thank you
www.arcompany.co