social selling - gsocial 2012

Real World Social Media

Turn Likes & Tweets into Leads & Revenue

Gretchen DeKnikker Cofounder & CMO, SocialPandas @gretchende

TJ Laher Social Media Marketing Manager, VMware @rehaljt

November 13, 2012

#gSocial  

@gretchende

#gSocial  

Real World Social Media

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@gretchende

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The 21st Century Buyer

@gretchende

#gSocial  

Forbes,  The  Rise  of  Social  Salespeople,  11/5/12  

The 21st Century Buyer

The (Social) Sales Cycle

•  The age of the don’t-call-me-I’ll-call-you buyer

•  92% of prospects don’t respond to cold calls or emails

•  50-80% of buying process is completed without sales 

@gretchende

#gSocial  

SIIA,  Why  Right  Person,  Right  Time,  and  Right  Message  S:ll  Ma;er,  2012  B2B  Sellers,  Wake  Up!  Adopt  Buyer  Experience  Management,  or  Get  a  Pink  Slip  from  Customer  2.0,  Oct  2012  

The 21st Century Buyer

Adapt or Die

•  65% of companies already using social media for B2B sales

•  75% of B2B buyers claimed social media would likely have influence on a future purchase

•  Stop making excuses

@gretchende

#gSocial  

Richardson/McCord,  Social  Media  in  Marke:ng  and  Sales,  2011  Chief  Marketer,  IBM’s  Social  Selling,  Jan  2012  

#gSocial  3 Steps to Selling Social

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Focus, focus, focus

•  Where are your customers and prospects now?

•  Which platforms are best suited to your needs?

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@gretchende

#gSocial  

Speaking Social

•  Know which party you’re attending •  Be yourself (mostly) •  Don’t be afraid to lurk

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@gretchende

#gSocial  

Speak Social: Twitter

Networking Event

•  Introduce yourself •  Join in the conversation •  Say something interesting •  Meet new people •  Listen

@gretchende

#gSocial  2

Speak Social: LinkedIn

•  Respect the norms •  Know your audience •  Contribute, don’t hijack •  Listen

@gretchende

#gSocial  2Company Party

Speak Social: Facebook

•  Don’t interrupt •  Use your best manners •  Add to the dialogue •  Ask questions •  Listen

@gretchende

#gSocial  

Private Dinner Party

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•  Be authentic •  Do your

research •  Commit •  Contribute

Start Speaking Social

DO! DON’T!

•  Be pushy •  Over share •  Abuse the

keyboard •  Be stupid

@gretchende

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What do you want to accomplish?

Goals & Metrics: Why

@gretchende

#gSocial  3

Real metrics vs. vanity metrics

Goals & Metrics: What

@gretchende

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100  150  200  250  300  350  

0   5   10   15   20  Audience  

Engagemen

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•  Grow your audience •  Measure

engagement •  Analyze and

optimize •  Be patient

Great metrics have a number, a time basis, and an object # [shares] per [week] by [platform]

Set simple goals and get started

Goals & Metrics: How

@gretchende

#gSocial  3

•  Find influencers (Topsy)

•  Listen, engage and measure (HootSuite)

•  Find and aggregate content (Zite, Scoop.it)

•  Bonus: Register for beta of SocialPandas and Nuzzel

SocialPandas: Companies are adapting to the Social Era…

@socialpandas

Customer Service

Deliver customer service via social

Recruiting

Attract talent via social networks

Marketing & PR

Generate and monitor viral awareness

#gSocial  

Collaboration

Internal social employee collaboration

…but Sales isn’t equipped

@socialpandas

#gSocial  

@socialpandas

Convert Social Noise to Social Revenue

#gSocial  Demo

TJ Laher Social Media Marketing Manager, VMware

@rehaljt

@rehaljt

#gSocial  

Real World Social

@rehaljt

#gSocial  

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Getting Started with Twitter

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@rehaljt

#gSocial  

Finding Friends on Facebook

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Facebook  -­‐-­‐  now  serves  a  staggering  7  billion  ad  impressions  daily.  

@rehaljt

#gSocial  

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Leveraging LinkedIn

LinkedIn  now  has  187  million  professional  users,  gaining  around  2  new  users  every  second.  

@rehaljt

#gSocial  

Why Google+?

Google+  will  become  a  central  part  of  Google’s  

whole  idenRty.  

@rehaljt

#gSocial  

Best Practices

Understand  Your  Audience  

Educate  Advocates  

Know  the  Pla9orms  

@rehaljt

#gSocial  

Lessons Learned

1.   Track Everything �

2.   Always Repurpose�

3.  Experiment �

@rehaljt

#gSocial  

More Social Media Tips, Tricks, Tools and Ideas:

Gretchen DeKnikker Cofounder & CMO, SocialPandas @gretchende

TJ Laher Social Media Marketing Manager, VMware @rehaljt

November 13, 2012

#gSocial  

Thanks! (You’re awesome)

hSp://www.scoop.it/u/gretchende