MY presentation from Yellow Search TODAY! 2012 conference. How to sell social media so SME.

1.
How do we sell SMM to the SME?
Tomas Zeman

2. Common objections
Businesses usually don’t understand how to use SMM.
Generation shift X -> Y
Complains:
•I don’t know how to use it.
•People would talk about us negatively.
•I can’t control it.
•I‘m a B2B company.
•I don’t have time for it.
•My customers are not using social media.
•It’s not a sales tool.
•What is the ROI.
•My industry isn’t interesting.

3. Do your homework

4. It’s not for everybody
Choose the right business category:
1. Example questions to ask
• How complicated and difficult is the segment?
• Is there potential for a lead generation?
• Is business consistent during the whole year?
• Can the business produce interesting content?
• Are their customers using social media?
2. Multiple-criteria decision

5. Different networks
• It’s not only about Facebook & Twitter
• Blogs
• Discussion forums
• Pinterest
• Yelp
• YouTube
• Foursquare
many others
&
local, industry and country dependent …

6. Check what's going on

7. Conversation already exists
People talk about “YOU” …
• brands & products
• using terms from different industries/segments
… even if you don’t do anything
3.See if people talk about your client, his competitors,
industry terms.
4.Identify networks - where it happens.
5.Show them the results.

8. Summary of the homework
2. Select categories for your sales department.
3. Identify where the conversation takes place.
4. Identify conversation and terms used for each
category.
5. Create an A4 page with existing conversations for
each category.
6. Prepare a “Social Media Starter Pack” brochure.
9. Check if the business already uses social media.

9. Selling tips
What to sell?
-One time social media set-up and profiles clean-up
-Continuous conversation, analysis, leads
-One time promotional & acquisition campaigns

10. What to sell
I. Client’s website integration (quick win)
• Helps SEO
• Fan boxes and Like buttons
II. A place for conversation (copywriting)
• Customer support
• Protecting the reputation
• Continuous engagement
• Time consuming, 10minutes every day

11. What to sell
II. A place for marketing and promotions
• Run customer contests
• Sweepstakes & coupons
• Help to build a customer database
III. Experimental (at your own risk)
• Lead generation
• Hiring new employees
• Weekly tips and analyzes for customers - what they can
communicate (valentine, holidays, weather, jokes, ...)

12. What to show at the meeting
• Show your homework
• Show successful case studies
 Communication and engagement case studies
 Promotional & sweepstakes case studies
 Show what leaders in each business category are doing
• Educate and explain, show patience
“Be at a place where your
customers spend their time.”

13. Take away concept
• Telefonica O2 Gurus in the Czech Republic
• Small business don’t have much time to monitor
and take care of social media
• You can monitor conversation and find there leads
and customer support statuses.
• Based on locality and segment, can be redirected to
selected business or answered immediately.
YP can become trusted advisor for people

14. ✆ +420 245 009 219
tomas.zeman@hanstiger.com
www.hanstiger.com