Social Selling - Mason Zimbler
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Demonstrating an understanding of how to leverage the opportunity of social media marketing in the B2B space can be overwhelming to marketers. In today’s challenging environment businesses need to get as much engagement as possible from the right individuals. Building communities and becoming a thought leader is a key method of reaching your B2B audience. Relationships are based on trust and people trust brands that provide them with answers to their questions, keep them informed and ahead of their competitors. We are working with global brands to sell online and understand how to identify key selling behaviours via online conversations. Benefits Understanding how to apply social marketing to B2B relationship building Quality over quantity metrics: Building a relevant sphere of influence What type of content works best How to spot buying behaviour in social conversations and posts
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Social Selling - Mason Zimbler
- 1. Social selling Best practices www.mzl.com @masonzimbler
- 2. Agenda • Introduction • Overview • What role do sales play in social selling? • Best practices • Wrap up
- 3. The role of sales and the sales person
- 4. IT Purchasing Cycle - DMU Involvement * Data source: Computer weekly, June 2012
- 5. Social’s role in lead-gen Building relationships and awareness that may convert to sales down the road 45% Using social media to point to website 21% Selling directly within social networks 3% Using social media to gather registrants via offers 2% Gaining viral spread by urging fans to share our content in social 2% Not currently taking part in social media 28% Source: Chief Marketer “2012 Business-to-Business Lead Generation Survey” sponsored by MeritDirect and Penton Media, March 12, 2012
- 6. B2B brand Lead presence generation 41% of B2B companies on 90% Facebook report generating leads 2x the amount of leads per 53% month for companies that use Twitter 47% LinkedIn generates more leads than Facebook, Twitter or blogging for B2B
- 7. Tracking brand mentions and feedback B2C 53% 25% 4% 17% B2B 27% 22% 5% 47% UK 34% 23% 5% 38% Track and follow up Track only Follow up only None Source: Satmetrix, “Worldwide Social Media for Business Study” May 17 2012
- 8. Objection handling Social too content-intensive for a lead-gen campaign Content can come from 45% anywhere Prospects wary of being marketed in “commerce-free-zone” Build trust 40% Unable to measure social campaign impact or ROI effectively Track content links and 37% reach metrics Social produces too many unqualified leads Training 29% Social networks not relevant to our core prospects Set listening from relevant 25% channels Too many possible channels to investigate/understand 23% Audit the landscape Source: Chief Marketer, “2012 Prospecting Survey” Feb 10, 2012
- 10. Get a good grounding • Do your research – Eaves drop on the conversations
- 11. Select the right channels • Fish where the fish are...
- 12. Understand who the audience are listening to 1. Identify key targets 2. Analyse key targets 3. Develop a tailored strategy Analyst Comparison Years experience LinkedIn Connectrions 45 600 40 500 35 30 400 25 300 20 15 200 10 100 5 0 0 1 3 5 7 9 11 13 15 17 19 Industry Experience (years) LinkedIn Connections
- 13. Key Influencers Quantitative Social Comparison 4000 100 No. of Twitter contacts Klout score 90 3500 80 3000 70 2500 60 2000 50 40 1500 30 1000 20 500 10 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 21 22 23 24 25 26 27 Analysts Press No. of Twitter Followers No. of Twitter following Overall Klout Score
- 14. Further Individual Analysis Recent articles 4. Ted Schadler • Charter A Mobility Council With Seven Tasks (May Forrester 07, 2012) Vice President, Principal Analyst • Mobile Is The New Face Of Engagement: An Executive serving Content & Collaboration Summary (March 26, 2012) professionals • Mobile Is The New Face Of Engagement (February 13, 2012) Forrester blog LinkedIn profile LinkedIn – 500+ connections Twitter profile Overview Twitter Klout scores 24 years of experience in the technology industry, focusing on the Tweets 390 Overall 41 effects of disruptive technologies on the workforce and workforce Following 52 True reach 456 productivity. His research focuses on workforce technologies and the Followers 3,390 Amplification 10 programs that support them, including instant messaging, web Network 20 conferencing, and unified communications; smartphones and tablets 90-day activity: and their impact on productivity; telework and consumer broadband; - Retweets 65 cloud email and collaboration tools; and the consumerisation of IT. - Mentions 148 Ted is the co-author of Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business (Harvard Business Review Press, September 2010). Previous Experience Prior to joining Forrester in April 1997, Ted was a cofounder of Phios, an MIT spinoff. Before that, Ted worked for eight years as CTO and director of engineering for a software company serving the YouTube healthcare industry. Several interviews, including: Of interest IBM Conversations Early in his career, Ted was a singer and bass player for Crash with Industry Davenport, a successful Maryland-based rock-and-roll band. Innovators with Ted Schadler
- 15. Set up & scale • Monitoring performance & activity – Social dashboard – Influence & growth metrics – Consistent reporting – Sync up CRM reporting
- 16. Support • Support structure: – How to keep up a consistent conversation? Monitor Listen Respond
- 17. Keep it real • Engage in human conversation – Brand tone of voice, but a real person’s perspective, with expertise built in • Generate the heart of the message, but get the sales people to put the wrapper around and inject personality
- 18. Provide guidance • The rules of social engagement, particularly the tone, type of content and frequency of engagement – PR rules apply, it’s a public platform – Set SLAs – Provide holding steps for tricky responses • Be reactive, but considered
- 19. Some of our own methodology
- 20. Our social actions Sharing Point Nod Interacting Bow Meet Chat Promoting Shout
- 21. Social messaging ratio Industry Vendor Vendor content content page
- 22. Social selling best practice quadrant Content Sales focused Tone of Personal Business voice Social selling sweet spot Industry/ 3rd party
- 23. Wrap up Social selling isn’t…… is…… rocket science time consuming the answer to filling all sales pipeline content hungry a set and forget plug in not all done in social channels applicable to all audiences a great way to drive enquiries for all stages of the purchase cycle an opportunity to listen, identify and respond to purchase intentions
- 24. If you want to get in touch agriffiths@mzl.com @alanagriffiths linkedin.com/in/alanacgriffiths
- 25. Thank you for your time © Mason Zimbler Limited 2012. The contents of this presentation are protected by copyright which belongs to Mason Zimbler Ltd. It should not be copied nor disclosed to any third party without the prior permission of Mason Zimbler Limited, which permission may be withheld at Mason Zimbler's absolute discretion.
Editor's Notes
- Sales and marketing alignment Car industry People powerHave we really changed the way we purchase? People still want to speak to a real human Salesperson at the dealershipFamily, friends and word-of-mouthConsumer and shopping guidesDealer and manufacturer websitesThird-party Web sitesAutomotive magazine reviewsTV adsDealer or manufacturer brochureDealer or manufacturer-sponsored eventNewspaper adsAuto showsDirect mail from dealer and/or manufacturerNewspaper reviewsOnline videosE-mail from dealer and/or manufacturerMagazine advertisementFacebookRadio adsOutdoor adsTwitterChat rooms, blogs, online forumshttp://m.digitaltrends.com/social-media/facebook-fail-study-finds-salespeople-not-social-media-influence-car-buyers-the-most/
- Primary way US B2B marketers in Dec 2011 are using social media for lead generation according to (% of total)
- Companies worldwide that use social media to track what customers say about their brand and follow up on customer feedback, Jan 2012
- Obstacles to lead generation within social networks according to US Marketers Dec 2011 (% of respondents)Content can come from anywhere - Don’t start selling, build a relationship, the content can come from anywhere, plus you can carve up bits of exiting content and point to relevant sectionsBuild trust - For a trusted relationship don’t link to content that requires data capture Track content links/reach metrics and influence scores to provide compelling stats for the business.Compare the cost of driving traffic to your site via other methods Training - APIs available in automated platforms, train sales people on understanding what a social lead looks like no more BANT/ but could cross reference with Job title dataSet listening to pull purchase behaviours onlyAudit the landscape to understand your relevant channels – fish where the fish are distil based on audience – i.e. value of member
- Alana to mention variety across EMEA/APAC /NA – different rates of adoption maturity differing competitive landscape
- Some highly revered industry analysts, may not be particularly active on social media sites, or may be much more active on particular sites than others.
- More socially engaged than Michele Pelino (Forrester), although less known for telecoms and more for general disruptive technology.Underlined sections of Bio are key points of information to use along side Twitter feed and YouTube video to better understand individual and define resonant messaging.
- SharingPoint: sharing a link to a piece of valuable contentNod: same as above, with acknowledgement of the source influencer.InteractingBow: giving extra recognition/credit to an influencerMeet: connecting and helping others to connectChat: dialogue; responding to others or making general commentsPromotingShout: driving traffic to vendor content and marketing (eg. IBM rep page)
- Once relevant pieces of content have been identified, we create social posts following the 7-2-1 rule for social sales messaging:7 posts per day focused on top customer and industry issues (third party content)2 social posts on the vendor solutions to address those industry issues1 post per day focused on driving traffic to the vendor pagePractical tips to ensure best practices in social posting: Schedule the posts so that they go on-line at different times. Use meaningful content. Content up to two weeks old may be used, but make sure it has context. It’s possible to use the same article/blog/etc to create different posts (eg. highlighting different relevant points of the same article).. Use retweets as third-party or industry-related content.
- Business tone is needed to become a thought leader, but still with a personal side – expressing opinions, responding to others etc. People need to know that you’re not automated.Too much sales-oriented content can damage credibility. You’ll look like you’re just trying to flog something. The balance between appearing to be an industry expert/thought leader, whilst still pushing your solution as a vendor is crucial.