Some think social media is a whole load of … or 6 steps to making social media work for business.

1. Consilium
| s a l e s t r a n s f o r m a t i o n |
Some think social media is a
whole load of …

2. Consilium
| s a l e s t r a n s f o r m a t i o n |
Trivial?
What Stephen Fry
ate for lunch

3. Consilium
| s a l e s t r a n s f o r m a t i o n |
Revolutionary?
The Arab Spring

4. Consilium
| s a l e s t r a n s f o r m a t i o n |
So social media can help start revolutions.
’’’’’’
It’s a powerful medium, even the UK government
considered trying to curb social media after last
summer’s riots.
’’’’’’
But, how is this relevant to business?

5. Consilium
| s a l e s t r a n s f o r m a t i o n |
Intelligent people keep asking
► Do you get Twitter?
► Why on earth do people use Facebook?
,,,,,,,,,,,,,,,,,
► User’s motivation isn’t as important
…as to understand who uses what and when
► To oversimplify
● Business people tend to use LinkedIn to keep in touch …
and to get headhunted
● In their private lives they may use Facebook with friends and family
● Twitter is like an instant database of public opinion
● Perhaps not social, but we all search on Google and the others
► All collect details of how we use each service
► You can take advantage of this information
.

6. Consilium
| s a l e s t r a n s f o r m a t i o n |
But, this can be tricky
“Better to remain silent
and be thought a fool
than to speak out
and remove all doubt.”
Abraham Lincoln
1809-1865
sometimes also attributed to
Mark Twain and Denis Thatcher!

7. Consilium
| s a l e s t r a n s f o r m a t i o n |
Don’t start with Social Media!

8. Consilium
| s a l e s t r a n s f o r m a t i o n |
Don’t start with Social Media!
► Start with your audience
● Do they do social media?
● Are they besotted with their Blackberries?
or are they inconsolable without their iPhones?
● Do they like LinkedIn?
or follow their friends on Facebook?
● Do they watch videos on the web?
● Do they have a favourite blog?
► Go to where they congregate
…and listen
…and listen some more
.

9. Consilium
| s a l e s t r a n s f o r m a t i o n |
Analyse your proposition
► Do you sell in a crowded market?
or do you have an unusual proposition?
► How often do you need to be visible?
● Do you need to increase awareness
● Or just need to be found more easily
► When do you need to reach your audience?
● Before they need to buy
● As they need to buy
► Is your proposition straightforward,
or do you need to explain it?
► Are you just presenting your case,
or will your audience want to interact?

10. Consilium
| s a l e s t r a n s f o r m a t i o n |
Create your message

11. Consilium
| s a l e s t r a n s f o r m a t i o n |
Build a referral chain
► It might go like this:
● A prospect has a problem
● They look at LinkedIn for an answer or start a new discussion
● You give a short answer
● With a link to a longer answer on your web site
● Where some more helpful material is visible
● Do this well and they might call you
► Or it might be encouraging your employees to link their
blogs to your web site
► Or it might simply be getting your name to the top of
Google
,,,

12. Consilium
| s a l e s t r a n s f o r m a t i o n |
Select your media
The game has changed
You can now target individual people by
job
seniority
employer
age
hobbies
where they go on holiday
and much, much more
So consider
a selective and asymmetric spend
perhaps even tactical advertising
,,,
12
“Half the money I spend
on advertising is wasted,
and the trouble is I don’t
know which half.”
Viscount Leverhulme
(William Hesketh Lever) 1851-1925

13. Consilium
| s a l e s t r a n s f o r m a t i o n |
Before you go live
► Tell everyone in your company what you are trying to do
● Earlier this year 40% of a client’s staff volunteered to help in a
social marketing campaign
● You might be able to profit from what they were doing anyway
► Set up some simple processes to:
● Monitor what is happening
● Test different approaches
● Refine your message
● Refine your media selection
● Keep an eye on competitors
● Review progress and build on your successes
.

14. Consilium
| s a l e s t r a n s f o r m a t i o n |
Web site
Whatever strategy you choose
► It has to fit in with the buyer’s cognitive sequence
► It has to support and work with your sales model
► … and it should fit into your overall digital strategy
Due
diligence
pages
SEO
optimised
pages
Decision
maker
pages
Influencer
pages
► …and remember the real world too

15. Consilium
| s a l e s t r a n s f o r m a t i o n |
Click to see where the balls came from!
A whole load of …?