Download - 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
#gSocial
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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#gSocial
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
#gSocial 2
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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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