Internet Summit 2017presentation by Liesl Mathis on Social Selling. Delivered on November 15, 2017.

1. L I E S L M A T H I S
SOCIAL SELLING EVANGELIST
@LIESLMATHIS | #ISUM17

2. @LIESLMATHIS | #ISUM17
RED HAT IS THE WORLD’S LEADING PROVIDER OF
OPEN SOURCE, ENTERPRISE IT SOLUTIONS

3. @LIESLMATHIS | #ISUM17
SOFTWARE FREEDOM
CONNECT PEOPLE + IDEAS
POWER OF OPEN SOURCE

4. @LIESLMATHIS | #ISUM17

5. @LIESLMATHIS | #ISUM17
T H E P O S S I B L I T I E S A R E

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T H E P O S S I B L I T I E S A R E

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P A S S I O N
TO LAUNCH AN IDEA

8. 78%
OF SALESPEOPLE
USING SOCIAL MEDIA
OUTSELL THEIR PEERS
@LIESLMATHIS | #ISUM17
SOURCE | 2012 SOCIAL MEDIA AND SALES QUOTA SURVEY

9. @LIESLMATHIS | #ISUM17
WHEN EMPLOYEES SHARE
EMPLOYEES OF SOCIALLY
ENGAGED COMPANIES
8X
HIGHER ENGAGEMENT
561%
BRAND MESSAGING REACH
20%
MORE LIKELY
TO STAY
27%
OPTIMISTIC
ABOUT FUTURE
40%
SEE COMPANY AS
MORE COMPETITIVE
SOURCE | SOCIAL MEDIA TODAY, MSLGROUP, ALTIMETER & LINKEDIN RELATIONSHIP ECONOMICS

10. @LIESLMATHIS | #ISUM17
Social selling is the art of using
social networks to find, connect with, and
nurture your customers and prospects.
JUST ASK BRYAN
Sean O’Shaughnessey
I help people and companies use and monetize their data more efficiently.
2 Likes
Like Comment Share
1d
When people talk about big data, they mean the ability to take large portions of
this data, analyze it, and turn it into something useful.
GE Healthcare
Bruce Jones A huge undertaking, I can see how having a unified Operating
System and Development tooling [PaaS] would dramatically inc
Bruce Jones commented on this
3w
2w
medgadget.com
158 Likes 1 Comment
Like
Like Reply
Comment Share
Health care is being held back by high costs and increading complexity. That can
change. By focusing more on people, products and partnerships, we can impact
every life in every setting around the world. Read more from GE Health
Anders Wold, GE Healthcare’s CEO of Clinical Care Solutions on What To
Think About When Running a Medtech Business
Follow+
...see more
...see more

11. Sean O’Shaughnessey
I help people and companies use and monetize their data more efficiently.
2 Likes
Like Comment Share
1d
When people talk about big data, they mean the ability to take large portions of
this data, analyze it, and turn it into something useful.
@LIESLMATHIS | #ISUM17
GE Healthcare
Bruce Jones A huge undertaking, I can see how having a unified Operating
System and Development tooling [PaaS] would dramatically inc
Bruce Jones commented on this
3w
2w
medgadget.com
158 Likes 1 Comment
Like
Like Reply
Comment Share
Health care is being held back by high costs and increading complexity. That can
change. By focusing more on people, products and partnerships, we can impact
every life in every setting around the world. Read more from GE Health
Anders Wold, GE Healthcare’s CEO of Clinical Care Solutions on What To
Think About When Running a Medtech Business
Follow+
...see more
...see more
Social selling is the art of using
social networks to find, connect with, and
nurture your customers and prospects.
JUST ASK BRYAN

12. @LIESLMATHIS | #ISUM17
W H AT I S YO U R S S I ?
GET YOUR SOCIAL SELLING INDEX (SSI) AND TRACK YOUR PROGRESS
linkedin.com/sales/ssi

13. @LIESLMATHIS | #ISUM17
Social Selling Dashboard
Liesl Mathis Towner
Social Selling Index – Today
Global Social Selling | Employee
Advocacy | Content and Digital
Marketing
Your Social Selling Index (SSI) measures how effective you are at establishing your professional brand, finding the right people, engaging with
insights, and building relationships. It is updated daily. Learn more
Industry SSI Rank
Top
1%
Network SSI Rank
Top
5%
Share your SSI
Establish your professional brand
Find the right people
Engage with insights
Build relationships
77out of 100
0
0
0
0
25
25
25
25
25
21
15.31
15.43

14. @LIESLMATHIS | #ISUM17
100% GROWTH OF USERS
73% MONTHLY ACTIVE
PLATFORM USERS
10% LIFT IN SSI
2% ENGAGEMENT
1.3% BENCHMARK
AVG. RED HAT EMPLOYEE
INCREASED SHARING
FROM 3X/MO TO 14X/MO

15. @LIESLMATHIS | #ISUM17
KEY ELEMENTS FOR A SUCCESSFUL PROGRAM
PROGRAM
PLAN
EXECUTIVE
SPONSORSHIP
CROSS-FUNCTIONAL
SUPPORT
KPIS TOOLS

16. @LIESLMATHIS | #ISUM17
THE MOST POWERFUL DELIVERY SYSTEM
EVER INVENTED FOR AN IDEA IS A STORY.
AARON SORKIN
SCREENWRITER, DIRECTOR, PRODUCER

17. @LIESLMATHIS | #ISUM17
CONTENT
IS THE NEW WAY OF
SELLING

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CONTENT
Products and Solutions
Red Hat and Industry
Customer Stories
Best Practices

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CONTENT CONTENT IS THE NEW WAY OF SELLING

20. CONTENT
@LIESLMATHIS | #ISUM17
CONTENT TO BECOME A THOUGHT LEADER

21. CONTENT
@LIESLMATHIS | #ISUM17
CONTENT TO SHOW RED HAT PRIDE

22. CONTENT
@LIESLMATHIS | #ISUM17
CONTENT TO EXTEND MARKETING REACH

23. CONTENT
@LIESLMATHIS | #ISUM17
OPEN SOURCE THE CONTENT
107CONTENT CURATORS

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CONTENT
COMMUNITY
COMMUNITY TO BECOME AN AMBASSADOR

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CONTENT
COMMUNITY
COMMUNICATION
COMMUNICATION
Intranet Emails Sales Onboarding Events
Digital Signs Team Meetings Video Messages Swag

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CONTENT
COMMUNITY
COMMUNICATION
INTRANET
Content
Tools

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CONTENT
COMMUNITY
COMMUNICATION
EMAILS

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CONTENT
COMMUNITY
COMMUNICATION
ONBOARDING
Sales Onboarding Continuing Education
Sales Messaging Sales Manager Development

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CONTENT
COMMUNITY
COMMUNICATION
EVENTS

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CONTENT
COMMUNITY
COMMUNICATION
SWAG

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CONTENT
COMMUNITY
COMMUNICATION
CUSTOMIZE
TRAINING PROGRAM
Social Selling Basics
How to be an Ambassador
Deep Dive into Tools
Advanced Linkedin and Twitter

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BACKGROUND
PROFILE PHOTO
HEADER
SUMMARY
ACTIVITY
EXPERIENCE

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CONTENT
COMMUNITY
COMMUNICATION
CUSTOMIZE
PROFILE PHOTO
USE A BASIC HEADSHOT
60% SHOULD BE OF YOUR FACE
SIMPLE BACKGROUND

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CONTENT
COMMUNITY
COMMUNICATION
CUSTOMIZE
BACKGROUND
DIFFERENTIATE YOURSELF
UNIQUE + EYE CATCHING
REFLECTS YOUR PERSONAL
BRAND

35. @LIESLMATHIS | #ISUM17
CONTENT
COMMUNITY
COMMUNICATION
CUSTOMIZE
SUMMARY
FIRST PERSON
HOW YOU CAN HELP
USE SEARCH KEYWORDS
LINK TO MEDIA

36. @LIESLMATHIS | #ISUM17
FOUR C’S OF SOCIAL SELLING

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FIND YOUR
CONTENT CURATORS
FOUR C’S OF SOCIAL SELLING

38. @LIESLMATHIS | #ISUM17
FIND YOUR
CONTENT CURATORS
GATHER + SHARE STORIES
THROUGH THE COMMUNITY
FOUR C’S OF SOCIAL SELLING

39. @LIESLMATHIS | #ISUM17
FIND YOUR
CONTENT CURATORS
GATHER + SHARE STORIES
THROUGH THE COMMUNITY
SPREAD THE WORD THROUGH
COMMUNICATION CHANNELS
FOUR C’S OF SOCIAL SELLING

40. @LIESLMATHIS | #ISUM17
FIND YOUR
CONTENT CURATORS
GATHER + SHARE STORIES
THROUGH THE COMMUNITY
CUSTOMIZE YOUR
TRAINING
FOUR C’S OF SOCIAL SELLING
SPREAD THE WORD THROUGH
COMMUNICATION CHANNELS

41. @LIESLMATHIS | #ISUM17
GETTING STARTED
WITH CHANGE MANAGEMENT
Create a social media policy
Sign up for webinars to learn from others
Enlist a small pilot of users 25-50 to test the program
Find curators from different roles/regions and meet monthly
Develop a portal on intranet with resources
Develop a basic training

42. @LIESLMATHIS | #ISUM17
YOUR MOTHER WAS RIGHT

43. @LIESLMATHIS | #ISUM17
I T ’ S B E T T E R T O
YOUR MOTHER WAS RIGHT

45. @LIESLMATHIS | #ISUM17
SOCIAL
SELLING
GRAB A BUTTON GIVE ME YOUR
BUSINESS CARD
AND I’LL EMAIL YOU
THE PRESENTATION + A PDF

46. @LIESLMATHIS | #ISUM17
T H A N K Y O U
LIESL MATHIS
LMATHIS@REDHAT.COM
LINKEDIN.COM/LIESLMATHIS
#SOCIALSELLING