Econsultancy Director Peter Abraham's presentation on the topic of social media and relationship development for sales. (originally presented at Chicago Booth University School of Business)

1. 15 March 2011 Peter Abraham Director Econsultancy peter.abraham @ econsultancy.om Linkedin & Twitter peterjabraham Social media and relationship development for sales (and marketing) It’s as much about Sales as Marketing…

2. |2 Context Marketing and Sales are being drawn together through necessity – lack of staff, sales cycles, engagement, lead nurturing, flatter structures, etc Content Marketing is a growing trend, seen as a way to talk ‘with’ customers not ‘at’ them. Familiarity - Internal staff are probably already using many social media apps and networks Social Brand - Personal‘brand’ and Company‘brand’ think ‘inside and outside’. Trust - People like people that are transparent and helpful Centres of Excellence a growing theme in digital

7. Managing leads and client relationships increasingly involves understanding how digital networks and media work and how to use them effectively.

8. It is essential to make sure that the image and information you display online is going to encourage rather than discourage a potential or existing client

10. 9 Source: Taken from an article by David Edelman and Brian Salsberg Source: Marketing & Sales Practice Nov 2010 https://www.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697

11. “Emarketing strategies for the complex sale” Ardath Albee 1. Select a problem-to-solution scenario for a specific persona 2. Determine what that persona needs to know to buy 3. Assign what prospects need to know during various buying stages 4. Map content to persona needs for each stage Make content available internally for sales?

12. Buying process past and present How do you make this easier for everyone? Past Now Status Quo Choice through channels Priority shift Research Options Step backs Validation Internal External Marketing (Content) Sales what channel? WHAT YOU KNOW AND CAN APPLY TO A NURTURE OR SALE

14. C=Credibility

15. R=Reliability

16. I=Intimacy

17. S=Selfishness (Self Orientation)Evaluate each of the four elements and give yourself a rating of zero-to10

18. Start to consider using Sales and Marketing resource with social media Source: Social Media for Sales in the professions – white paper – download from: http://bit.ly/fwbPLC

19. |14 Key themes - Social media as a change agent for sales (and marketing): These are likely to cause change and disruption in your business: a. The decision making unit and sales cycle – lead nurturing to conversion b. Personal brands vs. Corporate brands c. Integration of Marketing and Selling through ‘content marketing’ d. ‘Atomisation’ and ‘attribution’ = content distribution and scoring

20. |15 Key themes - Social media requirements resulting from change: The resulting requirements of the changes caused by social media: a. Setting clear objectives (sales & marketing) b. Exclusivity vs. Givers gain (transparency) c. Layers of information (lead nurturing) d. Developing trust (content play)

21. |13 January 2008 |Course Title |16 Two examples from Econsultancy

22. Answer some ‘Questions’ - related to reports and blog articles curated from LinkedIn, Twitter, Quora etc and distributed to staff daily to answer = drives more traffic.

23. “Answers is now 7th largest source of traffic to Econsultancy.com

25. 209 individual purchases were made

26. Most were a single purchase, although 14 people made multiple sales.

29. Thanks for your time Buy a Diamond Membership and get 5 free public training places - worth £2,500. http://econsultancy.com/uk/membership Contact me or why not Email me your questions: peter.abraham @ econsultancy.com Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and ecommerce. Our hub has 100,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking. Join Econsultancy today at http://econsultancy.com. |154