Social Media For Sales
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How to leverage LinkedIn for social media marketing
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Social Media For Sales
- 1. Harness the Power of Social Media Wired2Win, March 2010 Venson Kuchipudi, Social Strategy
- 2. Focus of this Presentation https://www.yammer.com/infor.com/files/213387 Who / What / When / Where / Why / How 2010 focus - tactics: 2009 focus - the value proposition: Getting starting with:
- 5. Linkedin - Your Profile is a Direct Mktg Opportunity Your summary is your value proposition for prospects Your ‘professional headline’ doesn’t have to be your title. Tip: Use a ‘professional headline’ that states the value you have provided to others. Tip: Tell a story (case study) in your Summary Tip: Add www.infor.com to your profile
- 6. Linkedin - Your Profile is a Direct Mktg Opportunity Use your status to create ‘top of mind awareness’ with recent wins, product launches, industry news, etc. See if your prospects are visiting your profile Get recommendations from your customers. Tip: Visiting your prospects profile will show Infor on their list of visitors
- 7. Linkedin - Find Your Prospects Target with Advanced Search Get introduced through a connection or group Tip: The more connections you have, the more shared connections you can leverage. Otherwise, just follow them on discussions.
- 8. Linkedin - Join Your Prospect’s Groups See a list of your prospects groups on their profile page Tip: Groups you join reflect your value proposition
- 9. Linkedin - Follow Your Prospect’s Group Activity Follow and see your prospect’s group activity Tip: Follow your competitors too Tip: Invite your prospects to popular groups
- 10. Linkedin - Search Groups for Key Topics Search for opportunities See what’s hot
- 11. Linkedin - Participate in Groups Add value with ‘No-Selling Selling’ Tip: Be likeable and helpful. Establish yourself as a good resource for information or industry insights.
- 12. Linkedin - Participate in Answers Search for Topics with Advanced Search Find Opportunities to Engage Tip: Look for business drivers. Use search to reduce the noise. Get to ‘Answers’ under ‘More…’
- 13. Linkedin - Remember to Always Provide Value Provide Value in all your interactions Provide commentary on recent articles or blog posts then link to the source
Notes de l'éditeur
- Welcome to Harness the Power of Social Media Part of Wired2Win I’m Venson Kuchipudi Senior Director of Social Computing Strategy At Infor
- For those that saw last years presentation, we focused on the value proposition of Social Media Here is a link to the presentation, which has stats of various social sites and how they can be used in the sales process This year want to focus on the Where and How of social media Based on feedback, many people wanted to find out how to leverage Linkedin This is a great place to start, as you will see immediate results from using Linkedin as a sales tool
- You may know LinkedIn as a place to post your resume or find previous co-workers But there are many other things you can do with LinkedIn Specifically there are 3 areas – Search, Groups, & Answers that you can use These things can help you 1) find key decision makers 2) discover business drivers 3) develop relationships 4) build awareness 5) influence influencers 6) warm your funnel In the end, you want to be a seen as a value provider on LinkedIn, around your product/solution/industry
- So your first play in social media should be LinkedIn Your intent should be to provide value, increase awareness, and drive engagement The first thing to do is clean up your profile Your profile is your campaign landing page that should illicit a call to action Second is to find/follow your prospects – they are already there, having rich business discussions that you can be a part of Joining your prospects groups and answering questions are how you can take part Join these groups as a start
- Right under your name is your professional headline, which doesn’t have to be your title Since it is included everywhere you participate on LinkedIn, make it a value proposition Your summary is where you can describe your value proposition or that of the product/solution/industry you represent Tell a compelling story of a recent win or how your solution helped solve a problem And of course link back to infor.com
- On your profiles Inbox, you can push out status updates that your connections get daily This is a great way to direct market recent wins, product launches, industry news, etc. Just make sure it is valuable to your prospects and is not ‘selling’ Make sure you get recommendations from clients especially. Also give recommendations too. On the right side you can see what companies visit your profile. This is important for 2 reasons: You can see what prospects are visiting you When you visit a prospects profile, they will see that Infor is showing interest
- You can find a lot about existing prospects or even new ones, using the advanced search of Linkedin Use the filters to search particular industries and keywords to narrow your search You will see key decision makers, what groups they belong to, what discussions (drivers) they are having, and how close they are connected to you If they are closely connected, then get an introduction through one of your connections As you can see, the more connections you have the easier this is. So always try to get more connections. If you don’t have connections, you can cold connection, but better yet is to connect via a discussion or by providing a suggested group they join
- At the bottom of a profile are the list of groups they belong to Join groups that your profiles belong to. This allows you to build a relationship without directly connecting. Also if they aren’t in a popular group, suggest they join Conversely, the groups that you are member of says a lot about you, so choose ones that relate to your value proposition
- Within a group, you can follow the activity of a prospect This is a powerful way to see what they are thinking about and driving their actions Remember to also follow your competitors or other key influencers in your area You’ll find that you can find a lot about a prospect just by seeing where and how they interact This is valuable before making an initial call
- Searching a group for keywords around a topic is a way to find other opportunities to put your name out there You can also find the top discussions to find key business drivers or issues If you don’t see something, start your own discussion. I’ll give you some pointers on that in a minute.
- When you participate in a group, make sure that you are always providing value. We call this no-selling, selling. Be likeable and helpful. Establish yourself as a good resource for information or industry insights.
- Another area to participate is in the ‘Answers’ area, found under the More… dropdown You can search for keywords to find questions people have around business problems/solutions Participate by answering questions where you can provide value. In many cases people are looking for solutions to create a shortlist. This is an easy lost opportunity if you don’t participate.
- Where ever you participate, the key is to provide value An easy way to start a new discussion or even comment on another is to repurpose another blog post or article Start by listing a short bulleted summary of key points Then add any insights you might have Then link to the original post or back to infor.com if that is appropriate This is an easily reproducible way to participate if you don’t feel comfortable writing your own ideas
- Lastly, what you learn on LinkedIn is easily transferable to other social sites As you become more proficient at social interacting on LinkedIn, you can try moving to some of these other sites Twitter is great for listening if you follow the right people and use the search function. You can also provide short pieces of value. IT Toolbox is just like LinkedIn, but has more product focused conversations with a large IT focus Slideshare and YouTube are great places to post content that you may have. You can link to them from other social sites. Search engines will show content on these sites faster than other places. Yammer is our internal private sandbox, where you can participate in a safe social environment. Post out recent wins or successes and ask questions of other Infor employees. I use it to push out best practices around social media. Over the next few weeks, I’ll be pushing out via Yammer, playbooks on how to use these additional social channels.
- So join my Yammer group to get these playbooks. Also I’ve created a LinkedIn group where you can use these tactics on a public stage. Use this group to get better at using LinkedIn and trying out tactics. Lastly you can email me directly or send a question to the Yammer Social Media group. And as always follow me on Yammer, LinkedIn and Twitter I can almost guarantee that by following the few easy tips I have outlined, you will get immediate results! Thank you for your time and look forward to connecting online!