The Social Selling Playbook
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This presentation provides a framework on to build and maximize a social selling program. Topics include recommendations on tools, getting started, listening and engagement and overall best practices to sell with social media.
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The Social Selling Playbook
- 1. The Social Selling Playbook Jeff Gibb Account Executive - Simply Measured Sponsored by:
- 2. @jeffgibb Account Executive - Simply Measured Previously - Biz Dev Manger at Optify Below average ping-pong player Sponsored by:
- 3. Simply Measured brings Social Media Analytics to life, with beautiful reporting online and in Excel. Individual Account Analysis Competitive Analysis Monitoring and Research Influencer and Trend Analysis Sponsored by: Simply Measured
- 4. The Playbook Sponsored by: Hit the Ground Running Listen First Rules of Engagement Extending the Social Sale
- 5. • Information Overload • Don’t know where to start • My prospects aren’t on social media Sponsored by: A Few Common Objections
- 6. “1 in 5 minutes online is spent on a social network” Sponsored by: Social Selling is Critical “75% of B2B buyers claimed that social media would likely have influence on a future purchase” “LinkedIn adds two new members every second” Sources: Eloqua & ComScore
- 7. It All Starts with Email Effective social selling begins with email & these 2 amazing apps Sponsored by:
- 8. Featured App: Rapportive • Shows social networks matched against email • Connect, follow & friend with one click • Gives you a face to go with a name Sponsored by:
- 9. Featured App: Yesware • Know when prospects open/click your email • Test templates and open rates Sponsored by:
- 10. The Playbook Sponsored by: Hit The Ground Running Listen First Rules of Engagement Extending the Social Sale
- 11. Keep and eye on… Sponsored by: Listen Prospects CompetitorsCompanies
- 12. Get to Know Your Prospect Social selling is a substitute for a face to face • Read LinkedIn and twitter bios • Scan recent updates and conversations • Use that data to guide conversations Sponsored by: DO NOT: Comment on the movie they watched or salmon they ate last night in the first call.
- 13. Interests Outside of Work UFC is a Simply Measured customer. Great icebreaker in the next call. Sponsored by:
- 14. Are They in Buying Mode? Prospects may tell you how (or how not) to sell to them Sponsored by:
- 15. Company Announcements Will is a very busy guy • Several emails had gone unanswered • Twitter provided an alternative conversation • Will responded to a offer of real value for his team Sponsored by:
- 16. Competitive Intelligence • Keep up to date with new features • Be aware if they go on the offensive with your prospects or customers Sponsored by:
- 17. Listening - Tools and Tips • Add prospects to private twitter lists o Not necessary to follow everyone (e.g. competitors) • Use platforms like Hootsuite and Tweetdeck • Platforms like Socedo can help you prospect Sponsored by:
- 18. The Playbook Sponsored by: Hit The Ground Running Listen First Rules of Engagement Extending the Social Sale
- 19. Networks Green Light Use Best Judgment Sponsored by:
- 20. Public vs. Private Keep these conversations as private as possible: • Customer support issues • Objections on features, functionality or price • Confidential relationships or high profile prospects Sponsored by: When in doubt, assume your competition is reading every post/tweet
- 21. A Public Example This is a good example of a conversation to take private.. Sponsored by:
- 22. Instead… @janrezab engages a public discussion. Again, now would be a great time to stop or take things private.. Sponsored by:
- 23. Now, a Public Train Wreck Public engagement in this situation was a no-win for Jan. It now lives on in Twitter forever. Sponsored by:
- 24. Public Engagement Network Type Privacy Level Message Private Like Limited Comment Limited Share Public Direct Message Private Favorite Limited Reply Limited Retweet Public Mention Public Sponsored by:
- 25. Like/Favorite Pros • A simple impression - Keeps you top of mind • Relatively private Cons • Delivers little real value to the customer • Conversation ends with a favorite Sponsored by:
- 26. Mentions Pros • Very personal and intentional • Using cc at the end of a tweet is a great alternative Cons • Very public • Overuse can burn social capital in your existing network Sponsored by:
- 27. Amplification: RT & Share Pros • Extremely valuable in the eyes of your prospect • Sharing a job posting or award shows you’re invested in their success Cons • Very public • Overuse can burn social capital in your existing network Sponsored by:
- 28. Reply (Twitter Only) Pros • Direct • Shares valuable content that is unique to the prospect • Almost private – only seen by mutual followers Cons • No amplification value* Sponsored by:
- 29. Direct Message (twitter only) Pros • Private Cons • Easy to miss • DMs are notoriously spam heavy Sponsored by:
- 30. The Playbook Sponsored by: Hit The Ground Running Listen First Rules of Engagement Extending the Social Sale
- 31. Long Term Success • Rinse & Repeat! Integrate social selling into the entire sales process • Stay engaged post sale for upgrade, upsell opportunities • Missing BANT? Keep them on your twitter list to nurture over time • Social engagement is a perfect compliment to less personal Marketing Automation Sponsored by:
- 32. Jeff Gibb Account Executive Simply Measured @jeffgibb jgibb@simplymeasured.com Sponsored by: