social selling - gsocial 2012
DESCRIPTION
"Real World Social Media: How to convert Likes and Tweets into Leads and Revenue". Tips, best practices and how to get started generating leads and prospecting via social media channels. Presented by Gretchen DeKnikker, CMO of SocialPandas, and TJ Laher, Social Media Marketing Manager at VMware at the gSocial Google partner summit, November 2012TRANSCRIPT
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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5 min
10 min
5 min
10 min
15 min
@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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3@gretchende
#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
2
• 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
#gSocial 3
0 50
100 150 200 250 300 350
0 5 10 15 20 Audience
Engagemen
t
• 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
x
x
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