Ama cincinnati oct 2014 slideshare
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Sales and Marketing in the Social Era.
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Ama cincinnati oct 2014 slideshare
- 1. AMA Cincinnati John Mayhall ©2013 LinkedIn Corporation. All Rights Reserved.
- 2. Something not on my LinkedIn profile… …for one week I was ahead of Koka in engagement!
- 3. Your prospect is up on stage in front of your whole sales team and someone asks: “What’s the best way to get a meeting with you?” What do you think he would say?
- 4. the modern buyer Don’t Cold Call Me Use an Introduction 90% 5X 75% Corporate Executive Board 2013 – Winning The Consensus Purchase Corporate Executive Board 2012 – New Decision Timeline Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level I’ve already researched you on Social
- 5. 84% Social buyers have bigger budgets… $355,52 0 ...and make more purchases +84% 19.8 $193,51 5 +61% 12.3 IDC Whitepaper sponsored by LinkedIn: “Social Buying Meets Social Selling” April 2014 n=780 CXOs and VPs research more using Social the social buyer The more social savvy, the more influential
- 6. @dmscott: marketing and PR need to move from a “buy/beg/bug” approach to “new ways to create attention” “on the web, you are what you publish” Participating in social channels with content is the new imperative.
- 7. ©2013 LinkedIn Corporation. All Rights Reserved.
- 8. Content is just the start ©2013 LinkedIn Corporation. All Rights Reserved.
- 9. Relationship Funnel Understanding Expertise ©2013 LinkedIn Corporation. All Rights Reserved. Belief Trust Relationship
- 10. how do we create relationships founded on trust at scale?
- 11. Time Impressions employee generated Paid media
- 12. Employees can reach an audience 10x larger than your brand Reach Trust 10X 92% ©2013 LinkedIn Corporation. All Rights Reserved. 92% trust individuals they know. Only 14% trust advertising SocialChorus infographic: “Employee Advocates are Hiding Superpowers”
- 13. A bi-product of the rise of social media is that …the talent and corporate brands are converging
- 14. Statoil’s corporate brand and talent brand align through a narrative about the future http://www.moat.com/search/results?q= statoil ©2013 LinkedIn Corporation. All Rights Reserved.
- 15. ©2013 LinkedIn Corporation. All Rights Reserved. “One of the things that attracted me to the big job at LS&Co. was the company’s longstanding commitment to doing the right thing and reputation for making clothing responsibly” https://www.linkedin.com/pulse/article/20 140714180558-14928043-the-dirty-jeans- manifesto?trk=prof-post
- 16. Vision The dream, a team's true north. Mission Overarching objectives of the organization; should be measurable, achievable, and inspirational. Culture The company's personality, i.e. who you are and who you ©2013 LinkedIn Corporation. All Rights Reserved. aspire to be Values The principles that guide your day-to-day decisions https://www.linkedin.com/today/author/22330283?trk=vsrp_people_res_infl_recen t
- 17. Our vision is an elevated sales professional. Our mission is to connect the world’s buyers and sellers to build relationships Our values are to live what we sell, challenge the status quo, sell as a team, and lead with compassion
- 18. Employees will channel your vision, mission and value proposition through their own authentic voice. Here are few examples from our team.
- 19. 1. Identify who has a voice. 2. Identify subject matter experts. 3. Identify the social savvy. ©2013 LinkedIn Corporation. All Rights Reserved.
- 20. 4. Create content that sparks discussion. https://www.linkedin.com/pulse/article/20140708141841-150449984-the-linkedin- empire-rise-of-the-content-revolutionaries
- 21. http://sales.linkedin.com/blog/33-social-selling-tips-by-leading-social-selling- thought-leaders/
- 22. 5. Empower your employees 6. Create simple guidelines ©2013 LinkedIn Corporation. All Rights Reserved. 7. Trust your values
- 23. The Social Selling Mind Map http://www.mindmeister.com/309617485/social-selling
- 24. Thank You ©2013 LinkedIn Corporation. All Rights Reserved.
Notes de l'éditeur
- Something not on my LinkedIn profile: we measure engagement with the content that we post. Jeff Weiner, our CEO is always on top, he has amassed over 2M followers. Just about anytime I go to an event in the Sales and Marketing space, everyone knows of Koka Sexton – he’s our rockstar marketer sort of the name in the face of our business unit. I tell them 2 things: Koka is not real. No one has a name as cool as Koka Sexton. Just kidding he’s real For the week of March 27th 2014, more people engaged with my content than Kokas. This, by the way, is because Jeff, our CEO liked one of my posts. It’s called the Jeff bump. Next thing you know, his 2M followers are seeing your update and you’re getting comments in Arabic and likes from China. Shifting gears, what I wanted to talk about today is a few big lightbulb moments I’ve had along my journey from Yahoo to LinkedIn, running and Operations team in a media business to now a sales team in a Software business. My goal is to deliver some insights that will help you think slightly differently about your customers, your company and your employees. I’ll talk about what some of the most progressive companies in the world are doing differently, and I’ll give a few starting guides for those just starting to acknowledge a need for change in their business.
- I want to start by visualizing your customer or prospect sitting up on stage in front of an audience of your sales and marketing team You ask her: “what’s the best way to do business with you? How do we get on your calendar?” This happened at an event recently. You can guess what she said: -Don’t cold call me or send me irrelevant emails -You’ll probably get my attention if you get introduced through someone I trust -Know about my business and give me insight on how you can help
- Statistically, this represents our customers at large -90% will not respond to cold out reach -Your likelihood for securing a meeting goes up 5x when introduced through a common connection -75% of our buyers are doing research on us on Social. They are expecting us to do our homework about how we can help them in order to add value to the conversation
- These socially savvy buyers are more important. They command 84% more budget and make 61% more purchases per year. Think about it. Who answers a cold call or responds to an email blast these days? It’s the business equivalent of people that were clicking on pop-up ads 10 years ago. They’re probably not terribly savvy, maybe in between games of solitaire. They certainly have the time on their hands that a lot of more productive people do not. So there’s a new imperative. Marketers and sellers need to be a part of the conversation when buyers are doing their research in their Social channels. While this is new, I hope that it’s not mind-blowing, because this is been a theme in marketing for the past few years.
- Rewinding to one of the first major lightbulb moments I had a few years ago when I attended Hubspot’s “inbound” conference. Hubspot is a marketing automation player who has really coined the term “inbound marketing”. I encourage you to join their LinkedIn group to learn more. They’re a great partner of ours. David Meerman Scott, a big voice in the Social Sales and Marketing space, talked about the need for marketers to either ditch or supplement their big monolithic “campaign” approach where they buy media, beg for attention, and then bug you with follow-ups to try to drive action. The new imperative was to join the conversation by producing and publishing content to drive attention.
- This has led to a whole new set of acronyms, tactics and companies to support your content development pipeline. I’m not going to go into this. I’m going to simplify it a bit, assume there’s plenty of information out there for you research on your own if you need to play catch up, and instead, talk about the next big opportunity.
- So let’s abstract this new funnel a bit based on what we’ve learned. Our prospects are doing more self-education. So how can we become a teacher in this process? Let’s start by thinking about the end goal, which is to drive business relationships. Let’s call this the relationship funnel
- If we’re going to build a relationship from scratch, it begins with helping them understand how you can help. This requires delivering expertise through content. This is why Marketers are investing in teams strictly dedicated to creating editorial, whitepapers, blog posts. Writers and editors. We want to be joining the conversation with content, not interrupting it with advertising Once understanding and context has been established, we need to drive belief in our customers that we can deliver on the promise of fulfilling their needs. This is where trust comes in. And this typically is the job of the sales person. But if the sales person is having a hard time getting a meeting, how can we build trust and deliver on the promise of the marketer?...
- In other words, how can we build relationships founded on trust at scale?
- About 4 years ago, we were hosting an event for our Media sales team and invited one of our largest customers in the IT services area to talk about what was on their minds He whiteboarded a chart that was hugely insightful. It showed they saw their paid media brand impressions were growing linearly over time, as you’d imagine. Grow, invest, grow invest However, there was this organic phenomenon going on that they were trying to harness. Impressions generated by employees were growing exponentially. This was due to platforms like LinkedIn, Facebook and Twitter. How could they make sure there was consistency in the brand message? He was looking for our help.
- 4 years later, this pattern is a widespread trend. Your employees can reach an audience 10x larger than your brand. Dell found that there was only 8% overlap in the population their brand was reaching vs. their employees. What’s more: these employee voices were far more trusted. Data suggest 92% of people trust others they know (I love that there’s 8% that don’t) while only 14% of people trust “ads”. One of your biggest marketing assets is right down the hall from you. So how do we harness this? It starts at a very high level.
- Jeff Weiner, our CEO, was interviewed in a fireside chat recently, and he was asked about LinkedIn’s strategy around helping marketers get content in front of their audience. He spoke to this opportunity to leverage your employees. To paraphrase, he said: He see the convergence in the talent brand and the corporate brand as bi-product in Social Media. Companies used to control the way information about them was disseminated, but Social media has created much more transparency. As a result, the criteria that people use to decide whether or not they want to work for your company is the same as the criteria they use to make purchasing decisions. What does your company stand for? Where are your products made? Is your approach sustainable? Do you give back to the community? He believes companies that are best positioned will have a very clear narrative about what they represent. Once this has been made crystal clear internally, employees can channel it through their own individual and authentic voices externally
- Final lightbulb. Statoil is a Norwegian energy company who has invested in branding on LinkedIn. Here’s an example of Statoil ad talking about their position on US energy independence. Clearly a message aligned with their corporate brand – why you’d want to invest in them, work with them. But when you click through to the landing page, it included links to why you’d want to work for them. We have 2 different teams at LinkedIn, one that sells branded ads to marketers, another that sells hiring ads to recruiters. We have very clear “rules of engagement” to avoid channel conflict. This Statoil ad created a lot of friction. But what we realized, is that we had created a false internal construct because the talent and corporate brands are converging.
- Levis A more recent example involves the Levis CEO who wrote a blog post on Linkedin called the Blue Jeans manifesto. It talked about his reputation for being the guy who never washes his jeans because he doesn’t need to and because we can save water if we don’t (a statement that went viral), but moreso, about what Levis stands for: durability and sustainability. This helps them attract talent: it’s what drew Chip to the company as he notes. Does it also help them sell jeans? You bet. BTW, that post generated nearly 100K page views.
- So how do you align your talent and corporate brand? At LinkedIn we use what’s called a “Vision to Values framework”, which starts with defining our vision and mission.
- Each operating unit sharpens their vision and mission. Here is ours for Sales Solutions. When you know who you are and what you stand for, amazing things can happen.
- Another example of how this is manifested with our employees: Jason Abrams is a sales rep on my team. He’s very active on Social Media. He wrote his own version of the Dirty Jeans Manifesto called the 10 commandments of selling Jason grew up in a very traditional catholic family. Religious values were a big part of his upbringing. He used this value framework to describe how he operates as a professional. Things like “thou shalt not let money become your ‘false idol’. It generated an amazing response. Our CEO wrote him a note saying… He met someone at a cocktail party for the first time ever, and that person had read his post. Most importantly, it was intensely authentic to who Jason is while being completely aligned with our vision of elevating the sales professional
- But let’s bring this down to earth. What can you do as Marketers to activate your employees and build trust with your customers at scale? My recommendation follows 7 steps, beginning with identifying your employee advocates. Find out who has a voice in the industry, who speaks at trade shows, who can be your Paul Revere Don’t stop here – who are you subject matter experts and the people who can be influential and insightful if given a form 3. Locate the social savvy. There may be some intersection here. LinkedIn can help by providing you a Social Selling Index score that shows the most engaged Sales people on LinkedIn
- Take advantage of those that are socially savvy and already have a voice, network, and propensity to share. We conducted some research that shows specifically what they like to consume and pass along: no surprise, thought leadership, news and proof points lead the list. But they also like to consume and share content relevant to their profession and career. Make it short and digestable, and ultimately produce it from the voice of a Business Leader. As mentioned, Koka Sexton is our voice for Sales Solutions. If you can invent your own Koka, it’s a great start
- Here’s an example of a great piece of content that captures a few of these dimensions: a LinkedIn blog post from thought leaders
- Finally, you need to embrace the transparency that Social Media offers. Empower your employees. This can be a big step. Create some simple measurable guidelines. LinkedIn posts shareable external financial information on our corporate intranet, and we live by the principle “don’t publish anything you wouldn’t want to end up on the cover of the WSJ.” Finally, trust your values. If you set high expectations for your employees, you’d be surprised how much they live up to it.