Presentatie marcom12 social_selling_laura nuhaan
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Laura Nuhaan, kerndocent Beeckestijn Business School, gaf tijdens MARCOM12 een inspirerende sessie over hoe Social Media je kan helpen ook salesdoelstellingen te bereiken!
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Presentatie marcom12 social_selling_laura nuhaan
- 1. Social Selling Laura Nuhaan, The Andeta Group @theandetagroup #socialselling June 14, 2012
- 3. Topics
- 6. Social Media continues to grow
- 7. The Buyer has Changed marketing . Marketing is moving further in the sales funnel than ever before
- 8. Owns the buying process Some Facts Leverages the social web Expects immediate value 60 % 60 % 75 % 85 % 17 %
- 9. The Process Gap Process Lead Gap Sales Revenu Generation Process e Lead Scoring & Nurturing Over 90% of leads never close (Sirius decisions) 40 % of sales time spent in finding & (re)creating content (CMO) 90 % of marketing content goes unused (American Marketing Assoc.)
- 10. We Need to Change Traditional Ways • Align 25 % FFunn • Use data 39 % • Leverage Social 30 % media and online
- 11. Cold Calling Is Dead Social Media enables Organizations to connect with the right person, at the right time with the right message!
- 12. Leverage your social network/connections Laura Nuhaan
- 13. Welcome Social Selling SOCIAL SELLING IS is a sales technique, leveraging social media and tools, to get and maintain a 360 degree picture of the clients and their influencer on an ongoing basis
- 14. Face to Face Social Media Phone Video Conference/chat Email Mobile
- 15. Social Selling Tools • Focus • Slideshare • Facebook • Forums • Twitter • YouTube • Linkedin • Channels • Blogs
- 16. Social Selling Steps Align & Monitor 1. Identify Sales Marketing 2. Plan 3. Be Visible 4. Listen Customer Service 5. Engage 6. Sell/Retention
- 17. Our Customers Are Not Social!!! Meet John Bits One of the main buying persona The Geeky Engineer • 30 years old • Electrical Engineer • 24 Hours on the PC!
- 20. Sprint Ninja: Employee Advocacy • Social Media Program to stimulate employees to use social media • Reach out to customers they • Suggested tweets, would otherwise not reach updates, news to share • Work Shops • Social media strategy • Expectations • Increase product • Help knowledge/advocacy
- 22. Don’t miss Leads and Trigger events The three things to look for: 1. Hints at ongoing or future product or service evaluation 2.Chatter between competitors and their customers 3.Personnel changes
- 23. The Customer Is Talking!
- 24. Engage 16 new customer references in 24 hours!
- 25. CapGemini receives 4 to 8 leads from Blogs written by employees. First contact with IRS which resulted in a mega milllion deal through a blog.
- 26. Relations
- 28. Find Us Laura@andeta.com http://www.andeta.com/nl Twitter: @theandetagroup LinkedIn Group: Sales and Marketing Innovation www.linkedin.com/groups/Sales-Marketing-Innovatie-4246803?gid Facebook: www.facebook.com/TheAndetaGroup Google plus: plus.google.com/116749518833614916173/posts Blog: andetablog.com/
Notes de l'éditeur
- Andeta” Marketing sales innovation: Demand generation from lead to revenu, adjusting to new behavior: alignment and social selling 10 year sv
- Pushing makes no sense any more
- 60 % ONLINE. 60 % DIGITAL C LEVEL, 60 % WILL BECOME 85 % 75 % of inquiries through web MORE INFORMED, OWNS THE BUYING PROCESS 17 % of leads from social media Aberdeen
- Leads that are not measured in revenu results are useless ACQUISTION, Existing
- Sales-marketiing –css Unmeasured lead is useless
- Want value.
- Identify Digital behavior –Be visiible: you and company
- IDENTIFY Classical BtoB Decission Making Unit: Electrical Design Engineers CFO Marketeers Procurement
- Cloud computing Social SalesMaking social media part of sales not only 5 min twittering . Inside sales marketing department. YOU Have to make it easy Social Media Frame Work Programs: Intelligent Listening –Relevant Content Social media calendar (pre-written post and bit.luy links) RSS Feeds and hashtags for sales Personal touch: Option to customize/edit Linkedin posts and Tweets Use video chat, social accounts and personal pages (optimized for search) Share success stories to convince others within IBM
- Policy but before that
- http://blip.tv/file/4292218 Sprint wanted this program to be seen as a competitive advantage for the company; 1700 Employees-online reputation =reach!
- WHERE ARE YOUR CUSTOMERS? WHERE DO YOU WANTTHEM TO FIND YOU. ON WHAT SUBJECTS? COMMUNITIES/ JUST STARTING LINKEDIN IS GOOD
- LISTEN Ross VP of Business Development: Poor experience with Hoovers, tweeted for advise , Insideview was there first!
- Ross VP of Business Development: Poor experience with Hoovers, tweeted for advise , Insideview was there first!
- BigCommerce, a company that offers e-commerce shopping cart software, routinely reaches out to its Facebook fan base to identify reference customers and uncover interesting use cases for the media. For example, when the company wanted to promote the success of its recently launched Facebook shopping application, they simply posted a query on their page asking which customers had seen a boost in sales from the application and who would be willing to talk to the media. Within 24 hours, the company had generated fifteen new customer references and were able to immediately turn this information into media coverage.
- CapGemini receives 4 to 8 leads from Blogs written by employees. First contact with IRS which resulted in a mega milllion deal through a blog.
- Less expensive
- Customer Satisfaction : ROI is what do you want to get out of it IBM more cost efficient : measure!