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Social Selling: 
The Strength of Weak 
Ties 
Paul Teshima 
Co-founder and CEO 
Nudge 
@pteshima 
neednudge.com 
neednudge....
neednudge.com All Rights Reserved Nudge Software Inc. 2014 
3 
“THE CURRENCY OF 
THE NEW 
COLLABORATIVE 
ECONOMY IS TRUST”...
neednudge.com All Rights Reserved Nudge Software Inc. 2014 
4
How Social is B2B? 
Percentage of B2B companies actively using social media 
41% 
Report 
200% 
More 
The 
Best 
neednudge...
neednudge.com All Rights Reserved Nudge Software Inc. 2014 
6 
84% of Executives 
Use Social Media in 
Their Buying 
Decis...
How Many People Have More 
Than One Email Address? 
How Many People Have More 
Than One Linkedin Account? 
neednudge.com 7...
neednudge.com All Rights Reserved Nudge Software Inc. 2014 
8 
SOCIAL NETWORKS 
ARE EXPLODING
neednudge.com All Rights Reserved Nudge Software Inc. 2014 
9 
“Linkedin, a place 
where people I don’t know, 
endorse me ...
Linkedin is the Business Network 
neednudge.com All Rights Reserved Nudge Software Inc. 2014 
10 
313 million 
600 million
The Strength of Weak Ties 
FACT: weak connections 
offer the best 
opportunities 
neednudge.com All Rights Reserved Nudge ...
Today Business Professionals Must Learn How 
to Engage Their Weak Ties, To be Successful 
neednudge.com All Rights Reserve...
Social Selling and 
neednudge.com 13 
neednudge.com All Rights Reserved Nudge Software Inc. 2014
Why is Social Selling Important? 
neednudge.com All Rights Reserved Nudge Software Inc. 2014 
14
Social Selling is Growing (SSI) 
Source: Linkedin 
neednudge.com All Rights Reserved Nudge Software Inc. 2014
What is the Social Selling Index? 
Establish a professional presence on 
LinkedIn with a complete profile Create a profess...
Create a Professional Brand 
Complete your profile 
Aim for 100% profile completeness 
Use the right tone 
What would pros...
neednudge.com All Rights Reserved Nudge Software Inc. 2014 
18 
“ABCs – 
Always Be 
Connecting” 
“Give-to-Give” 
“A Fool w...
Best Practice 
Establish Consistent Personal Branding 
neednudge.com All Rights Reserved Nudge Software Inc. 2014 
19 
Sou...
Best Practice 
Timely, Well Written Content Works 
neednudge.com All Rights Reserved Nudge Software Inc. 2014 
20
Find the Right People 
Proactively search 
Use advanced search & Lead Builder to pinpoint 
people more efficiently 
View p...
Best Practice 
Leverage Your Past Experiences 
neednudge.com All Rights Reserved Nudge Software Inc. 2014 
22
Engage With Insights 
Stay in the know 
Join groups and follow your prospects, customers, 
and their competitors to keep u...
Best Practice 
Do Work and Be Authentic 
neednudge.com All Rights Reserved Nudge Software Inc. 2014 
24
Build Strong Relationships 
Connect with contacts 
Connect with your network and with prospects after 
introductions 
Focu...
Best Practice 
Building Business Intimacy is Key In 
Building Trust 
neednudge.com All Rights Reserved Nudge Software Inc....
What’s Are the 
Challenges? 
neednudge.com 27 
neednudge.com All Rights Reserved Nudge Software Inc. 2014
Sales Still Has the Same Challenges 
60% 
of buyer journey 
complete before ever 
interacting with sales 
58% 
of pipeline...
You Need to Invest in Growing the Right 
Relationships 
Early relationships 
position you as a 
trusted advisor 
neednudge...
Even Top Social Sellers Struggle with 
“Engaging with Insights” 
neednudge.com All Rights Reserved Nudge Software Inc. 201...
Most People Are Not Posting 
Their Lives in Social OR in the News 
neednudge.com All Rights Reserved Nudge Software Inc. 2...
Using Content to Reach Out is Hard 
neednudge.com All Rights Reserved Nudge Software Inc. 2014 
32
Nudge is a simple way of growing 
the right relationships from 
your network of weak connections 
neednudge.com All Rights...
What is a Nudge? 
A Nudge is a message to a person that combines 
RIGHT PERSON 
Who in your network 
should you nurture 
n...
neednudge.com All Rights Reserved Nudge Software Inc. 2014 
35
In Summary 
• Social Media is already being used effectively in B2B 
• Social Selling is growing as a best practice for bu...
neednudge.com All Rights Reserved Nudge Software Inc. 2014 
37 
Best Practice 
“The best way to go fast is to go slow” 
- ...
APPENDIX 
neednudge.com 38 
neednudge.com All Rights Reserved Nudge Software Inc. 2014
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Nudge Social Selling: The Strength of Weak Ties

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This presentation covers some of the key trends in a new sales strategy called social selling, especially as it applies to business professionals who value their network.

Also Linkedin's Social Selling Index is broken down and best practices are reviewed to help you better grow relationships from your network of weak connections.

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Nudge Social Selling: The Strength of Weak Ties

  1. 1. Social Selling: The Strength of Weak Ties Paul Teshima Co-founder and CEO Nudge @pteshima neednudge.com neednudge.com All Rights Reserved Nudge Software Inc. 2014
  2. 2. neednudge.com All Rights Reserved Nudge Software Inc. 2014 3 “THE CURRENCY OF THE NEW COLLABORATIVE ECONOMY IS TRUST” - RACHEL BOTSMAN
  3. 3. neednudge.com All Rights Reserved Nudge Software Inc. 2014 4
  4. 4. How Social is B2B? Percentage of B2B companies actively using social media 41% Report 200% More The Best neednudge.com All Rights Reserved Nudge Software Inc. 2014 5 90% 53% 47% 33% But what about lead generation? 67% More Source: InsideView
  5. 5. neednudge.com All Rights Reserved Nudge Software Inc. 2014 6 84% of Executives Use Social Media in Their Buying Decisions “You cannot delegate trust” - Kathleen Schuab, IDC
  6. 6. How Many People Have More Than One Email Address? How Many People Have More Than One Linkedin Account? neednudge.com 7 neednudge.com All Rights Reserved Nudge Software Inc. 2014
  7. 7. neednudge.com All Rights Reserved Nudge Software Inc. 2014 8 SOCIAL NETWORKS ARE EXPLODING
  8. 8. neednudge.com All Rights Reserved Nudge Software Inc. 2014 9 “Linkedin, a place where people I don’t know, endorse me for skills I do not have” - Max Valiquette
  9. 9. Linkedin is the Business Network neednudge.com All Rights Reserved Nudge Software Inc. 2014 10 313 million 600 million
  10. 10. The Strength of Weak Ties FACT: weak connections offer the best opportunities neednudge.com All Rights Reserved Nudge Software Inc. 2014 You can't meet them all, so you need to replace coffee with content Most social connections are weak
  11. 11. Today Business Professionals Must Learn How to Engage Their Weak Ties, To be Successful neednudge.com All Rights Reserved Nudge Software Inc. 2014
  12. 12. Social Selling and neednudge.com 13 neednudge.com All Rights Reserved Nudge Software Inc. 2014
  13. 13. Why is Social Selling Important? neednudge.com All Rights Reserved Nudge Software Inc. 2014 14
  14. 14. Social Selling is Growing (SSI) Source: Linkedin neednudge.com All Rights Reserved Nudge Software Inc. 2014
  15. 15. What is the Social Selling Index? Establish a professional presence on LinkedIn with a complete profile Create a professional brand Prospect efficiently with powerful search and research capabilities Find the right people Discover and share valuable information to initiate or maintain a relationship Engage with insights Expand your network to reach prospects and those who can introduce you to prospects Build strong relationships Source: Linkedin neednudge.com All Rights Reserved Nudge Software Inc. 2014
  16. 16. Create a Professional Brand Complete your profile Aim for 100% profile completeness Use the right tone What would prospects or customers want to know about you? Be descriptive. Tell your story. Add rich content Slideshare deck, presentation video, etc. Showcase your skills Add skills and generate endorsements Source: Linkedin neednudge.com All Rights Reserved Nudge Software Inc. 2014
  17. 17. neednudge.com All Rights Reserved Nudge Software Inc. 2014 18 “ABCs – Always Be Connecting” “Give-to-Give” “A Fool with a Tool, Is Still a Fool”
  18. 18. Best Practice Establish Consistent Personal Branding neednudge.com All Rights Reserved Nudge Software Inc. 2014 19 Source: JillRowley.com
  19. 19. Best Practice Timely, Well Written Content Works neednudge.com All Rights Reserved Nudge Software Inc. 2014 20
  20. 20. Find the Right People Proactively search Use advanced search & Lead Builder to pinpoint people more efficiently View prospects View details of potential prospects in your 1st , 2nd , and 3rd degree networks Expand your viewing Use Lead Recommendations to find more prospects at your accounts Check who viewed you Your activity drives views of your profile. Engage with relevant people who look at you. Source: Linkedin neednudge.com All Rights Reserved Nudge Software Inc. 2014
  21. 21. Best Practice Leverage Your Past Experiences neednudge.com All Rights Reserved Nudge Software Inc. 2014 22
  22. 22. Engage With Insights Stay in the know Join groups and follow your prospects, customers, and their competitors to keep up to date Share valuable information Post relevant content that can help you become a trusted source of insight Engage with your network Share, like, and comment on content posted from your network Reach out to prospects Reach your prospects with InMails, connection requests, and other messages Source: Linkedin neednudge.com All Rights Reserved Nudge Software Inc. 2014
  23. 23. Best Practice Do Work and Be Authentic neednudge.com All Rights Reserved Nudge Software Inc. 2014 24
  24. 24. Build Strong Relationships Connect with contacts Connect with your network and with prospects after introductions Focus on decision makers Focus on connecting to senior level people at your prospects and customers Connect internally Your colleagues will be able to provide you warm introductions Source: Linkedin neednudge.com All Rights Reserved Nudge Software Inc. 2014
  25. 25. Best Practice Building Business Intimacy is Key In Building Trust neednudge.com All Rights Reserved Nudge Software Inc. 2014 26 Source: TrustedAdvisor.com
  26. 26. What’s Are the Challenges? neednudge.com 27 neednudge.com All Rights Reserved Nudge Software Inc. 2014
  27. 27. Sales Still Has the Same Challenges 60% of buyer journey complete before ever interacting with sales 58% of pipeline stalls because value is not presented of selling content and resources never used Sales Sales benchmark benchmark index index Sales Sales benchmark benchmark index index IDC More content More SEO More demand gen More sales training More partners More automation neednudge.com All Rights Reserved Nudge Software Inc. 2014 90% More whitepapers More case studies More portals Earlier Relationships Higher Relationships Active Relationships
  28. 28. You Need to Invest in Growing the Right Relationships Early relationships position you as a trusted advisor neednudge.com All Rights Reserved Nudge Software Inc. 2014 Active relationships mean people read what you send Higher relationships help you position business value
  29. 29. Even Top Social Sellers Struggle with “Engaging with Insights” neednudge.com All Rights Reserved Nudge Software Inc. 2014 30
  30. 30. Most People Are Not Posting Their Lives in Social OR in the News neednudge.com All Rights Reserved Nudge Software Inc. 2014 31 313 million 600 million Posting Life in Social OR in the News
  31. 31. Using Content to Reach Out is Hard neednudge.com All Rights Reserved Nudge Software Inc. 2014 32
  32. 32. Nudge is a simple way of growing the right relationships from your network of weak connections neednudge.com All Rights Reserved Nudge Software Inc. 2014
  33. 33. What is a Nudge? A Nudge is a message to a person that combines RIGHT PERSON Who in your network should you nurture now? RIGHT TIME What has happened to make “now” important? neednudge.com All Rights Reserved Nudge Software Inc. 2014 RIGHT MESSAGE What content aligns with their interests?
  34. 34. neednudge.com All Rights Reserved Nudge Software Inc. 2014 35
  35. 35. In Summary • Social Media is already being used effectively in B2B • Social Selling is growing as a best practice for business professionals • Focus on these four elements 1. Create a professional brand 2. Find the right people 3. Engage with insights 4. Grow strong relationships • Building relationships is hard, especially from weak ties, but it can lead to the best opportunities • Use content instead of coffee to reach out neednudge.com All Rights Reserved Nudge Software Inc. 2014 36
  36. 36. neednudge.com All Rights Reserved Nudge Software Inc. 2014 37 Best Practice “The best way to go fast is to go slow” - Jill Konrath, best selling author and Top Sales Influencer
  37. 37. APPENDIX neednudge.com 38 neednudge.com All Rights Reserved Nudge Software Inc. 2014

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