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#HootConnect • @eskimon & @HootsuiteAPAC • 1&
AN ACTION PLAN FOR
SOCIAL SELLINGPREPARING FOR EFFICIENT, EFFECTIVE & COMPELLING CUSTOMER ENGAGEMENT
SIMON KEMP • we are social • JULY 2017
#HootConnect • @eskimon & @HootsuiteAPAC • 2&
SIMON KEMP
@eskimon
#HootConnect • @eskimon & @HootsuiteAPAC • 3&
#HootConnect • @eskimon & @HootsuiteAPAC • 4&
TODAY
1. CONTEXT: THE STATE OF DIGITAL
2. THE RATIONALE FOR SOCIAL SELLING
3. PLANNING FOR SOCIAL SELLING SUCCESS
4. MARKETING’S ROLE IN SOCIAL SELLING
5. A SOCIAL SELLING PLAN FOR SALESPEOPLE
6. OPERATIONAL CONSIDERATIONS
7. MEASURING SOCIAL SELLING ACTIVITIES
#HootConnect • @eskimon & @HootsuiteAPAC • 5&
CONTEXT
#HootConnect • @eskimon & @HootsuiteAPAC • 6&
MORE THAN 1.5 BILLION PEOPLE OF WORKING
AGE IN APAC USE SOCIAL MEDIA EACH MONTH
Sources: Facebook; Tencent; U.S. Census Bureau
#HootConnect • @eskimon & @HootsuiteAPAC • 7&
5 IN 6 C-LEVEL EXECS USE SOCIAL MEDIA
TO INFORM THEIR B2B BUYING DECISIONS
Source: IDC, “Social Buying Meets Social Selling”
#HootConnect • @eskimon & @HootsuiteAPAC • 8&
AS A RESULT, SOCIAL SELLING IS ONE OF THE
MOST VALUABLE OPPORTUNITIES IN DIGITAL
#HootConnect • @eskimon & @HootsuiteAPAC • 9&
BUT WHAT IS SOCIAL SELLING?
#HootConnect • @eskimon & @HootsuiteAPAC • 10&
Social selling is the process of
building and nurturing one-to-one
relationships that enable a more
efficient and effective sales cycle.
“
#HootConnect • @eskimon & @HootsuiteAPAC • 11&
!
#HootConnect • @eskimon & @HootsuiteAPAC • 12&
SOCIAL SELLING IS NOT ABOUT DRIVING ONE-
OFF SALES WITH ‘DIRECT RESPONSE’ ACTIVITIES
#HootConnect • @eskimon & @HootsuiteAPAC • 13&
IT’S ABOUT DELIVERING RECURRING VALUE
BY NURTURING ENDURING RELATIONSHIPS
#HootConnect • @eskimon & @HootsuiteAPAC • 14&
SOCIAL
SELLING
#HootConnect • @eskimon & @HootsuiteAPAC • 15&
RATIONALE
& BENEFITS
#HootConnect • @eskimon & @HootsuiteAPAC • 16&
SOCIAL SELLING CAN ADD VALUE AT EVERY
STEP OF AN ORGANISATION’S SALES JOURNEY
#HootConnect • @eskimon & @HootsuiteAPAC • 17&
ADDING VALUE THROUGHOUT THE JOURNEY
SOCIAL LISTENING CAN
IDENTIFY VALUABLE NEW
CUSTOMERS AND SALES
OPPORTUNITIES
CONTENT MARKETING
INSPIRES CUSTOMERS TO
CONTACT THE BRAND AT
CRITICAL VALUE MOMENTS
IDENTIFYING
PROSPECTS
INBOUND LEAD
GENERATION
SOCIAL LISTENING
CAN REVEAL SPECIFIC
CUSTOMER ENGAGEMENT
OPPORTUNITIES
CONTEXTUAL
OUTREACH
FACILITATES THE MOVE
FROM ONE-OFF SALES
TO ONGOING MUTUAL
VALUE CREATION
CRM & CLTV
MANAGEMENT
#HootConnect • @eskimon & @HootsuiteAPAC • 18&
SOCIAL SELLING BUILDS LONG-TERM BRAND
EQUITY AND DRIVES SHORT-TERM SALES
#HootConnect • @eskimon & @HootsuiteAPAC • 19&
CRITICALLY, SOCIAL SELLING ADDS VALUE
TO THE ORGANISATION’S BOTTOM LINE
#HootConnect • @eskimon & @HootsuiteAPAC • 20&
DOING THE RIGHT THINGS
OPTIMISED ACTIVITIES ARE MORE
LIKELY TO CONVERT TO SALES
DOING THOSE THINGS RIGHT
TARGETED ACTIVITIES REDUCE THE
COSTS OF DELIVERING THOSE SALES
EFFECTIVENESS EFFICIENCY
SOCIAL SELLING DELIVERS A ‘DOUBLE-WHAMMY’
&
#HootConnect • @eskimon & @HootsuiteAPAC • 21&
PLANNING
FOR SUCCESS
#HootConnect • @eskimon & @HootsuiteAPAC • 22&
SOCIAL SELLING IS A MULTI-TEAM EFFORT,
SO BREAKING DOWN SILOES IS ESSENTIAL
#HootConnect • @eskimon & @HootsuiteAPAC • 23&
5 STEPS
#HootConnect • @eskimon & @HootsuiteAPAC • 24&
#1: IDENTIFY YOUR ORGANISATIONAL GOALS,
AND SET S.M.A.R.T. OBJECTIVES AND TARGETS
#HootConnect • @eskimon & @HootsuiteAPAC • 25&
#2: IDENTIFY THE HIGHEST-VALUE NEEDS
OF YOUR CUSTOMERS AND PROSPECTS
#HootConnect • @eskimon & @HootsuiteAPAC • 26&
#3: IDENTIFY YOUR OWN ORGANISATIONAL
IMPERATIVES (E.G. LAUNCHES, REBRANDING)
#HootConnect • @eskimon & @HootsuiteAPAC • 27&
#4: TRANSLATE CUSTOMER & INTERNAL NEEDS
INTO OVERARCHING ‘BRAND NARRATIVES’
#HootConnect • @eskimon & @HootsuiteAPAC • 28&
EXAMPLES OF ‘BRAND NARRATIVES’
STATISTICS AND DATA
THAT MARKETERS NEED
TO MAKE DECISIONS
TRACKING CHANGES IN
TECHNOLOGY AND
CONSUMER BEHAVIOUR
DATA
REPORTS
TRENDS AND
FORECASTING
ADVICE AND GUIDANCE
ON HOW TO TACKLE
COMMON CHALLENGES
HOW-TO
GUIDES
#HootConnect • @eskimon & @HootsuiteAPAC • 29&
#5: IDENTIFY SOCIAL SELLING KPIS AND
AN ASSOCIATED MEASUREMENT APPROACH
#HootConnect • @eskimon & @HootsuiteAPAC • 30&
NOTE: MEASUREMENT PLANS ARE DEPENDENT
ON YOUR SPECIFIC OBJECTIVES AND CONTEXT
#HootConnect • @eskimon & @HootsuiteAPAC • 31&
NEXT, AGREE SOCIAL SELLING ROLES AND
RESPONSIBILITIES ACROSS DIFFERENT TEAMS
#HootConnect • @eskimon & @HootsuiteAPAC • 32&
MARKETING
#HootConnect • @eskimon & @HootsuiteAPAC • 33&
SOCIAL SELLING DOESN’T REPLACE CONTENT
MARKETING; IT ADDS DISTINCT NEW VALUE
#HootConnect • @eskimon & @HootsuiteAPAC • 34&
ASSETS DESIGNED FOR SHARING
WITH BROADER AUDIENCES VIA THE
BRAND’S DIGITAL PROPERTIES
ASSETS DESIGNED TO HELP SALES TEAMS
ENGAGE IN ONE-TO-ONE INTERACTIONS VIA
THEIR OWN SOCIAL PROPERTIES
CONTENT
MARKETING
SOCIAL
SELLING
TWO DISTINCT TYPES OF ASSET
VS
#HootConnect • @eskimon & @HootsuiteAPAC • 35&
EMPLOYEE SHARING vs. BRAND SHARING
WE’RE 3 TIMES MORE LIKELY
TO TRUST CONTENT SHARED
BY PEOPLE WE KNOW THAN
CONTENT SHARED BY BRANDS
WE’RE 8 TIMES MORE LIKELY
TO ENGAGE WITH CONTENT
SHARED BY EMPLOYEES THAN
CONTENT SHARED BY BRANDS
3x 8x
WE’RE 24 TIMES MORE LIKELY
TO RE-SHARE CONTENT
SHARED BY EMPLOYEES THAN
CONTENT SHARED BY BRANDS
24x
LEADS GENERATED BY
EMPLOYEES CONVERT 7
TIMES MORE FREQUENTLY
THAN OTHER KINDS OF LEADS
7xMORE TRUSTWORTHY MORE ENGAGING MORE LIKELY TO SHARE BETTER CONVERSION
Sources: Nielsen; Smarp; Technerati; LinkedIn
#HootConnect • @eskimon & @HootsuiteAPAC • 36&
YOUR SOCIAL SELLING ASSETS WILL BE SHARED
BY SALESPEOPLE, NOT BY BRAND MARKETERS
#HootConnect • @eskimon & @HootsuiteAPAC • 37&
DESIGN SOCIAL SELLING ASSETS TO ADD
VALUE TO YOUR SALESPEOPLE’S ACTIVITIES
#HootConnect • @eskimon & @HootsuiteAPAC • 38&
BUT HOW DO YOU KNOW WHAT
WILL ADD THE GREATEST VALUE?
#HootConnect • @eskimon & @HootsuiteAPAC • 39&
#1: UNDERSTAND THE VALUE THAT YOUR
CUSTOMERS AND PROSPECTS WANT
#HootConnect • @eskimon & @HootsuiteAPAC • 40&
USE SOCIAL LISTENING ACROSS YOUR
VARIOUS AUDIENCES TO INFORM THIS STEP
#HootConnect • @eskimon & @HootsuiteAPAC • 41&
#2: UNDERSTAND THE OUTCOMES
THAT YOUR SALESPEOPLE WANT
#HootConnect • @eskimon & @HootsuiteAPAC • 42&
BENEFITS TO INDIVIDUAL SALESPEOPLE
QUICKER AND EASIER
DELIVERY OF MORE
FREQUENT AND HIGHER-
VALUE OUTCOMES
THE CHANCE TO GAIN
VISIBILITY, VALIDATION AND
RECOGNITION FOR WORK,
INTERNALLY & EXTERNALLY
DELIVERY OF
KPI OUTCOMES
PROFESSIONAL
RECOGNITION
BUILDING A STRONGER
PROFESSIONAL IDENTITY
THROUGH THOUGHT
LEADERSHIP & NETWORKS
PERSONAL
BRANDING
USING A COMBINATION
OF THESE BENEFITS TO
DEMONSTRATE VALUE AND
SECURE PROMOTION
CAREER
PROGRESSION
#HootConnect • @eskimon & @HootsuiteAPAC • 43&
#3: DESIGN ASSETS TO SATISFY THESE NEEDS
AND BUILD BRAND CONSISTENCY AND EQUITY
#HootConnect • @eskimon & @HootsuiteAPAC • 44&
DIFFERENT TYPES OF VALUABLE CONTENT
FACTS AND NEWS THAT
HELP PEOPLE MAKE NEW
OR BETTER DECISIONS
THAT THEY CARE ABOUT
EXPERIENCES THAT
ATTRACT PEOPLE’S
ATTENTION & ENGAGE
THEIR EMOTIONS
INFORMATION ENTERTAINMENT
CONTENT THAT HELPS
PEOPLE BELIEVE IN
THEMSELVES AND
TRY NEW THINGS
INSPIRATION
RESOURCES THAT HELP
PEOPLE ACQUIRE NEW
SKILLS OR ENHANCE
THEIR CAPABILITIES
EDUCATION
#HootConnect • @eskimon & @HootsuiteAPAC • 45&
DESIGN CONTENT FOR DIFFERENT CONTEXTS
SMALL, STANDALONE
CONTENT DESIGNED
TO MAXIMISE BREADTH
CONTENT ELEMENTS THAT
CAN BE COMBINED TO
TELL DIFFERENT STORIES
DANDELION
SEEDS
BUILDING
BLOCKS
‘LEITMOTIF’ CONTENT THAT
TELLS A SIMILAR STORY IN
NEW WAYS OVER TIME
RECURRING
REINFORCEMENT
#HootConnect • @eskimon & @HootsuiteAPAC • 46&
SALES
#HootConnect • @eskimon & @HootsuiteAPAC • 47&
THERE’S A SIMPLE PROCESS TO HELP
SALESPEOPLE HARNESS SOCIAL SELLING TOO
#HootConnect • @eskimon & @HootsuiteAPAC • 48&
#1: CLARIFY YOUR INDIVIDUAL KPIS, AND MAP
OUT CHALLENGES YOU NEED TO OVERCOME
#HootConnect • @eskimon & @HootsuiteAPAC • 49&
#2: IDENTIFY THE OPTIMUM CHANNEL MIX
FOR YOUR SPECIFIC SOCIAL SELLING GOALS
#HootConnect • @eskimon & @HootsuiteAPAC • 50&
SELECTING THE RIGHT CHANNELS FOR YOU
THE ABILITY TO REACH A
VARIETY OF CUSTOMERS
AND PROSPECTS ON A
TIMELY & REGULAR BASIS
THE ABILITY TO SHARE
CONTENT AND ENGAGE
PEOPLE AT EACH STAGE OF
THE ‘BUYER JOURNEY’
AUDIENCE
REACH
CONTEXTUAL
ENGAGEMENT
THE TIME, MONEY AND EFFORT
REQUIRED TO MANAGE &
TRACK ACTIVITIES ACROSS
EACH PLATFORM
RESOURCE
REQUIREMENTS
#HootConnect • @eskimon & @HootsuiteAPAC • 51&
#3: ENSURE THAT YOUR SOCIAL PROFILES
ESTABLISH YOUR DESIRED PERSONAL BRAND
#HootConnect • @eskimon & @HootsuiteAPAC • 52&
THE ABSOLUTE BASICS OF LINKEDIN
USE YOUR FULL, REAL
NAME SO THAT IT’S EASY
FOR PEOPLE TO FIND YOU
USE A PROFILE PHOTO THAT
CONVEYS A PROFESSIONAL
IMAGE AND PERSONAL ‘BRAND’
NAME PHOTO
ADD YOUR JOB TITLE,
COMPANY, INDUSTRY,
AND HOME LOCATION
TITLE
CRAFT A BIO THAT TELLS PEOPLE
SOMETHING ABOUT WHO YOU
ARE, BEYOND JUST YOUR JOBS
BIO
#HootConnect • @eskimon & @HootsuiteAPAC • 53&
USE THIS SECTION TO OUTLINE
YOUR CURRENT ROLE AND
THE ORGANISATION(S) YOU
CURRENTLY WORK FOR / WITH
USE THE ‘SUMMARY’ SECTION
TO INTRODUCE YOURSELF:
YOUR EXPERIENCE, EXPERTISE,
INTERESTS, AND PERSONALITY
USE THE LOCATION OF YOUR
HOME OFFICE. THIS DRIVES
SEARCH RESULTS, SO
PRIORITISE ACCURACY
ADDING DETAILS OF WHERE
YOU STUDIED CAN HELP
REINFORCE CREDIBILITY AND
CONNECT YOU TO ALUMNI
USE A RECENT PHOTO THAT
CLEARLY SHOWS YOUR FACE
AND THAT REINFORCES YOUR
‘PROFESSIONAL BRAND’
1
USE YOUR FULL, REAL
NAME AS YOU’D USE WHEN
INTRODUCING YOURSELF IN
A PROFESSIONAL CONTEXT
2
3
4
5
6
1
2
3
4
5
6
7
7
CHOOSE A DISTINCTIVE BACKGROUND IMAGE THAT CREATES THE RIGHT ‘ATMOSPHERE’
FOR VISITORS TO YOUR PROFILE, AND CONVEYS SOMETHING ABOUT YOUR PERSONALITY
#HootConnect • @eskimon & @HootsuiteAPAC • 54&
LINKEDIN’S PROFILE COMPLETENESS TIPS AND
SOCIAL SELLING INDEX CAN HELP YOU ‘POLISH’
#HootConnect • @eskimon & @HootsuiteAPAC • 55&
https://www.linkedin.com/sales/ssi
#HootConnect • @eskimon & @HootsuiteAPAC • 56&
#4: BUILD YOUR NETWORK BY PROACTIVELY
CONNECTING WITH RELEVANT INDIVIDUALS
#HootConnect • @eskimon & @HootsuiteAPAC • 57&
#5: DEVELOP A PUBLISHING PLAN THAT ALLOWS
YOU TO TAKE YOUR AUDIENCE ON A JOURNEY
#HootConnect • @eskimon & @HootsuiteAPAC • 58&
#6: ENGAGE IN CONVERSATION, AND LOOK
FOR OPPORTUNITIES TO ADD NEW VALUE
#HootConnect • @eskimon & @HootsuiteAPAC • 59&
OPPORTUNITIES ARE EVERYWHERE
CONVERSATIONS
AROUND CONTENT
YOU’VE POSTED
CONVERSATIONS ON
YOUR ORGANISATION’S
BRANDED PROPERTIES
CONTENT
YOU SHARE
BRAND TEAM
ACTIVITIES
CONVERSATIONS ON YOUR
CUSTOMERS’ BRAND OR
PERSONAL PROPERTIES
CUSTOMERS’
CONTENT
CONVERSATIONS ON
THIRD-PARTY PROFILES
AND PROPERTIES
THIRD-PARTY
CONTENT
#HootConnect • @eskimon & @HootsuiteAPAC • 60&
USE SOCIAL LISTENING TO IDENTIFY POTENTIAL
CONVERSATIONS AND RELEVANT TRENDS
#HootConnect • @eskimon & @HootsuiteAPAC • 61&
THINK AND BEHAVE LIKE A CONCIERGE AT
A FIVE-STAR HOTEL FOR MAXIMUM IMPACT
#HootConnect • @eskimon & @HootsuiteAPAC • 62&
TRAITS OF A GREAT SOCIAL SELLER
BE USEFUL; SHARE
THINGS THAT YOUR
AUDIENCE NEEDS, NOT
JUST WHAT HELPS YOU
BE ENTHUSIASTIC; GO
THE EXTRA MILE TO LOOK
FOR OPPORTUNITIES
TO ADD NEW VALUE
HELPFUL PROACTIVE
BE HUMAN; SHOW
SOME PERSONALITY TO
AVOID APPEARING LIKE
A CORPORATE DRONE
GENUINE
BE SOCIABLE; CONNECT
PEOPLE TO EACH OTHER
AND INVITE OTHERS TO
JOIN THE CONVERSATION
INCLUSIVE
#HootConnect • @eskimon & @HootsuiteAPAC • 63&
#7: DEVELOP A MEASUREMENT APPROACH
THAT HELPS YOU OPTIMISE FUTURE ACTIVITIES
#HootConnect • @eskimon & @HootsuiteAPAC • 64&
USE PLATFORM INSIGHTS TO UNDERSTAND WHO
ENGAGES WITH WHAT, WHERE, AND WHEN
#HootConnect • @eskimon & @HootsuiteAPAC • 65&
WHEREVER POSSIBLE, KEEP A CENTRAL RECORD
OF INTERACTIONS TO INFORM CRM EFFORTS
#HootConnect • @eskimon & @HootsuiteAPAC • 66&
OPERATIONAL
CONSIDERATIONS
#HootConnect • @eskimon & @HootsuiteAPAC • 67&
ELEMENTS OF A SOCIAL SELLING SOLUTION
A CENTRAL ‘HUB’
FOR HOSTING AND
ACCESSING SOCIAL
SELLING CONTENT
A WAY TO LET SALES
TEAMS KNOW ABOUT
NEW CONTENT AND
RELEVANT ACTIVITIES
HOSTING NOTIFYING
TRAINING AND BEST
PRACTICE RESOURCES
FROM ACROSS THE
ORGANISATION
ENHANCING
A WAY TO TRACK
INTERACTION WITH
DIFFERENT SALES-
PEOPLE OVER TIME
TRACKING
#HootConnect • @eskimon & @HootsuiteAPAC • 68&
THE ‘3TS’ OF EMPOWERING SOCIAL SELLERS
PROVIDING ACCESS TO THE
SOCIAL MEDIA AND CRM TOOLS
THAT SELLERS NEED TO BUILD
AND MANAGE RELATIONSHIPS
HELPING SOCIAL SELLERS TO
DEVELOP THE SKILLS REQUIRED
TO IDENTIFY AND ENGAGE IN
VALUABLE OPPORTUNITIES
TOOLS TRAINING
ENSURING SOCIAL SELLERS
HAVE ENOUGH TIME TO BUILD
VALUABLE RELATIONSHIPS AND
MANAGE CONTENT ACTIVITIES
TIME
#HootConnect • @eskimon & @HootsuiteAPAC • 69&
MEASUREMENT
#HootConnect • @eskimon & @HootsuiteAPAC • 70&
SELECT KPIS THAT MEASURE ORGANISATIONAL
VALUE, NOT JUST CONTENT PERFORMANCE
#HootConnect • @eskimon & @HootsuiteAPAC • 71&
MEASUREMENT ACTIVITIES SHOULD INFORM
IMPROVEMENTS, NOT JUST REPORT THE PAST
#HootConnect • @eskimon & @HootsuiteAPAC • 72&
SIMON KEMP
@ESKIMON
SIMON.KEMP@WEARESOCIAL.COM
+65 9146 5356
WEARESOCIAL.COM

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Social Selling Action Plan

  • 1. #HootConnect • @eskimon & @HootsuiteAPAC • 1& AN ACTION PLAN FOR SOCIAL SELLINGPREPARING FOR EFFICIENT, EFFECTIVE & COMPELLING CUSTOMER ENGAGEMENT SIMON KEMP • we are social • JULY 2017
  • 2. #HootConnect • @eskimon & @HootsuiteAPAC • 2& SIMON KEMP @eskimon
  • 3. #HootConnect • @eskimon & @HootsuiteAPAC • 3&
  • 4. #HootConnect • @eskimon & @HootsuiteAPAC • 4& TODAY 1. CONTEXT: THE STATE OF DIGITAL 2. THE RATIONALE FOR SOCIAL SELLING 3. PLANNING FOR SOCIAL SELLING SUCCESS 4. MARKETING’S ROLE IN SOCIAL SELLING 5. A SOCIAL SELLING PLAN FOR SALESPEOPLE 6. OPERATIONAL CONSIDERATIONS 7. MEASURING SOCIAL SELLING ACTIVITIES
  • 5. #HootConnect • @eskimon & @HootsuiteAPAC • 5& CONTEXT
  • 6. #HootConnect • @eskimon & @HootsuiteAPAC • 6& MORE THAN 1.5 BILLION PEOPLE OF WORKING AGE IN APAC USE SOCIAL MEDIA EACH MONTH Sources: Facebook; Tencent; U.S. Census Bureau
  • 7. #HootConnect • @eskimon & @HootsuiteAPAC • 7& 5 IN 6 C-LEVEL EXECS USE SOCIAL MEDIA TO INFORM THEIR B2B BUYING DECISIONS Source: IDC, “Social Buying Meets Social Selling”
  • 8. #HootConnect • @eskimon & @HootsuiteAPAC • 8& AS A RESULT, SOCIAL SELLING IS ONE OF THE MOST VALUABLE OPPORTUNITIES IN DIGITAL
  • 9. #HootConnect • @eskimon & @HootsuiteAPAC • 9& BUT WHAT IS SOCIAL SELLING?
  • 10. #HootConnect • @eskimon & @HootsuiteAPAC • 10& Social selling is the process of building and nurturing one-to-one relationships that enable a more efficient and effective sales cycle. “
  • 11. #HootConnect • @eskimon & @HootsuiteAPAC • 11& !
  • 12. #HootConnect • @eskimon & @HootsuiteAPAC • 12& SOCIAL SELLING IS NOT ABOUT DRIVING ONE- OFF SALES WITH ‘DIRECT RESPONSE’ ACTIVITIES
  • 13. #HootConnect • @eskimon & @HootsuiteAPAC • 13& IT’S ABOUT DELIVERING RECURRING VALUE BY NURTURING ENDURING RELATIONSHIPS
  • 14. #HootConnect • @eskimon & @HootsuiteAPAC • 14& SOCIAL SELLING
  • 15. #HootConnect • @eskimon & @HootsuiteAPAC • 15& RATIONALE & BENEFITS
  • 16. #HootConnect • @eskimon & @HootsuiteAPAC • 16& SOCIAL SELLING CAN ADD VALUE AT EVERY STEP OF AN ORGANISATION’S SALES JOURNEY
  • 17. #HootConnect • @eskimon & @HootsuiteAPAC • 17& ADDING VALUE THROUGHOUT THE JOURNEY SOCIAL LISTENING CAN IDENTIFY VALUABLE NEW CUSTOMERS AND SALES OPPORTUNITIES CONTENT MARKETING INSPIRES CUSTOMERS TO CONTACT THE BRAND AT CRITICAL VALUE MOMENTS IDENTIFYING PROSPECTS INBOUND LEAD GENERATION SOCIAL LISTENING CAN REVEAL SPECIFIC CUSTOMER ENGAGEMENT OPPORTUNITIES CONTEXTUAL OUTREACH FACILITATES THE MOVE FROM ONE-OFF SALES TO ONGOING MUTUAL VALUE CREATION CRM & CLTV MANAGEMENT
  • 18. #HootConnect • @eskimon & @HootsuiteAPAC • 18& SOCIAL SELLING BUILDS LONG-TERM BRAND EQUITY AND DRIVES SHORT-TERM SALES
  • 19. #HootConnect • @eskimon & @HootsuiteAPAC • 19& CRITICALLY, SOCIAL SELLING ADDS VALUE TO THE ORGANISATION’S BOTTOM LINE
  • 20. #HootConnect • @eskimon & @HootsuiteAPAC • 20& DOING THE RIGHT THINGS OPTIMISED ACTIVITIES ARE MORE LIKELY TO CONVERT TO SALES DOING THOSE THINGS RIGHT TARGETED ACTIVITIES REDUCE THE COSTS OF DELIVERING THOSE SALES EFFECTIVENESS EFFICIENCY SOCIAL SELLING DELIVERS A ‘DOUBLE-WHAMMY’ &
  • 21. #HootConnect • @eskimon & @HootsuiteAPAC • 21& PLANNING FOR SUCCESS
  • 22. #HootConnect • @eskimon & @HootsuiteAPAC • 22& SOCIAL SELLING IS A MULTI-TEAM EFFORT, SO BREAKING DOWN SILOES IS ESSENTIAL
  • 23. #HootConnect • @eskimon & @HootsuiteAPAC • 23& 5 STEPS
  • 24. #HootConnect • @eskimon & @HootsuiteAPAC • 24& #1: IDENTIFY YOUR ORGANISATIONAL GOALS, AND SET S.M.A.R.T. OBJECTIVES AND TARGETS
  • 25. #HootConnect • @eskimon & @HootsuiteAPAC • 25& #2: IDENTIFY THE HIGHEST-VALUE NEEDS OF YOUR CUSTOMERS AND PROSPECTS
  • 26. #HootConnect • @eskimon & @HootsuiteAPAC • 26& #3: IDENTIFY YOUR OWN ORGANISATIONAL IMPERATIVES (E.G. LAUNCHES, REBRANDING)
  • 27. #HootConnect • @eskimon & @HootsuiteAPAC • 27& #4: TRANSLATE CUSTOMER & INTERNAL NEEDS INTO OVERARCHING ‘BRAND NARRATIVES’
  • 28. #HootConnect • @eskimon & @HootsuiteAPAC • 28& EXAMPLES OF ‘BRAND NARRATIVES’ STATISTICS AND DATA THAT MARKETERS NEED TO MAKE DECISIONS TRACKING CHANGES IN TECHNOLOGY AND CONSUMER BEHAVIOUR DATA REPORTS TRENDS AND FORECASTING ADVICE AND GUIDANCE ON HOW TO TACKLE COMMON CHALLENGES HOW-TO GUIDES
  • 29. #HootConnect • @eskimon & @HootsuiteAPAC • 29& #5: IDENTIFY SOCIAL SELLING KPIS AND AN ASSOCIATED MEASUREMENT APPROACH
  • 30. #HootConnect • @eskimon & @HootsuiteAPAC • 30& NOTE: MEASUREMENT PLANS ARE DEPENDENT ON YOUR SPECIFIC OBJECTIVES AND CONTEXT
  • 31. #HootConnect • @eskimon & @HootsuiteAPAC • 31& NEXT, AGREE SOCIAL SELLING ROLES AND RESPONSIBILITIES ACROSS DIFFERENT TEAMS
  • 32. #HootConnect • @eskimon & @HootsuiteAPAC • 32& MARKETING
  • 33. #HootConnect • @eskimon & @HootsuiteAPAC • 33& SOCIAL SELLING DOESN’T REPLACE CONTENT MARKETING; IT ADDS DISTINCT NEW VALUE
  • 34. #HootConnect • @eskimon & @HootsuiteAPAC • 34& ASSETS DESIGNED FOR SHARING WITH BROADER AUDIENCES VIA THE BRAND’S DIGITAL PROPERTIES ASSETS DESIGNED TO HELP SALES TEAMS ENGAGE IN ONE-TO-ONE INTERACTIONS VIA THEIR OWN SOCIAL PROPERTIES CONTENT MARKETING SOCIAL SELLING TWO DISTINCT TYPES OF ASSET VS
  • 35. #HootConnect • @eskimon & @HootsuiteAPAC • 35& EMPLOYEE SHARING vs. BRAND SHARING WE’RE 3 TIMES MORE LIKELY TO TRUST CONTENT SHARED BY PEOPLE WE KNOW THAN CONTENT SHARED BY BRANDS WE’RE 8 TIMES MORE LIKELY TO ENGAGE WITH CONTENT SHARED BY EMPLOYEES THAN CONTENT SHARED BY BRANDS 3x 8x WE’RE 24 TIMES MORE LIKELY TO RE-SHARE CONTENT SHARED BY EMPLOYEES THAN CONTENT SHARED BY BRANDS 24x LEADS GENERATED BY EMPLOYEES CONVERT 7 TIMES MORE FREQUENTLY THAN OTHER KINDS OF LEADS 7xMORE TRUSTWORTHY MORE ENGAGING MORE LIKELY TO SHARE BETTER CONVERSION Sources: Nielsen; Smarp; Technerati; LinkedIn
  • 36. #HootConnect • @eskimon & @HootsuiteAPAC • 36& YOUR SOCIAL SELLING ASSETS WILL BE SHARED BY SALESPEOPLE, NOT BY BRAND MARKETERS
  • 37. #HootConnect • @eskimon & @HootsuiteAPAC • 37& DESIGN SOCIAL SELLING ASSETS TO ADD VALUE TO YOUR SALESPEOPLE’S ACTIVITIES
  • 38. #HootConnect • @eskimon & @HootsuiteAPAC • 38& BUT HOW DO YOU KNOW WHAT WILL ADD THE GREATEST VALUE?
  • 39. #HootConnect • @eskimon & @HootsuiteAPAC • 39& #1: UNDERSTAND THE VALUE THAT YOUR CUSTOMERS AND PROSPECTS WANT
  • 40. #HootConnect • @eskimon & @HootsuiteAPAC • 40& USE SOCIAL LISTENING ACROSS YOUR VARIOUS AUDIENCES TO INFORM THIS STEP
  • 41. #HootConnect • @eskimon & @HootsuiteAPAC • 41& #2: UNDERSTAND THE OUTCOMES THAT YOUR SALESPEOPLE WANT
  • 42. #HootConnect • @eskimon & @HootsuiteAPAC • 42& BENEFITS TO INDIVIDUAL SALESPEOPLE QUICKER AND EASIER DELIVERY OF MORE FREQUENT AND HIGHER- VALUE OUTCOMES THE CHANCE TO GAIN VISIBILITY, VALIDATION AND RECOGNITION FOR WORK, INTERNALLY & EXTERNALLY DELIVERY OF KPI OUTCOMES PROFESSIONAL RECOGNITION BUILDING A STRONGER PROFESSIONAL IDENTITY THROUGH THOUGHT LEADERSHIP & NETWORKS PERSONAL BRANDING USING A COMBINATION OF THESE BENEFITS TO DEMONSTRATE VALUE AND SECURE PROMOTION CAREER PROGRESSION
  • 43. #HootConnect • @eskimon & @HootsuiteAPAC • 43& #3: DESIGN ASSETS TO SATISFY THESE NEEDS AND BUILD BRAND CONSISTENCY AND EQUITY
  • 44. #HootConnect • @eskimon & @HootsuiteAPAC • 44& DIFFERENT TYPES OF VALUABLE CONTENT FACTS AND NEWS THAT HELP PEOPLE MAKE NEW OR BETTER DECISIONS THAT THEY CARE ABOUT EXPERIENCES THAT ATTRACT PEOPLE’S ATTENTION & ENGAGE THEIR EMOTIONS INFORMATION ENTERTAINMENT CONTENT THAT HELPS PEOPLE BELIEVE IN THEMSELVES AND TRY NEW THINGS INSPIRATION RESOURCES THAT HELP PEOPLE ACQUIRE NEW SKILLS OR ENHANCE THEIR CAPABILITIES EDUCATION
  • 45. #HootConnect • @eskimon & @HootsuiteAPAC • 45& DESIGN CONTENT FOR DIFFERENT CONTEXTS SMALL, STANDALONE CONTENT DESIGNED TO MAXIMISE BREADTH CONTENT ELEMENTS THAT CAN BE COMBINED TO TELL DIFFERENT STORIES DANDELION SEEDS BUILDING BLOCKS ‘LEITMOTIF’ CONTENT THAT TELLS A SIMILAR STORY IN NEW WAYS OVER TIME RECURRING REINFORCEMENT
  • 46. #HootConnect • @eskimon & @HootsuiteAPAC • 46& SALES
  • 47. #HootConnect • @eskimon & @HootsuiteAPAC • 47& THERE’S A SIMPLE PROCESS TO HELP SALESPEOPLE HARNESS SOCIAL SELLING TOO
  • 48. #HootConnect • @eskimon & @HootsuiteAPAC • 48& #1: CLARIFY YOUR INDIVIDUAL KPIS, AND MAP OUT CHALLENGES YOU NEED TO OVERCOME
  • 49. #HootConnect • @eskimon & @HootsuiteAPAC • 49& #2: IDENTIFY THE OPTIMUM CHANNEL MIX FOR YOUR SPECIFIC SOCIAL SELLING GOALS
  • 50. #HootConnect • @eskimon & @HootsuiteAPAC • 50& SELECTING THE RIGHT CHANNELS FOR YOU THE ABILITY TO REACH A VARIETY OF CUSTOMERS AND PROSPECTS ON A TIMELY & REGULAR BASIS THE ABILITY TO SHARE CONTENT AND ENGAGE PEOPLE AT EACH STAGE OF THE ‘BUYER JOURNEY’ AUDIENCE REACH CONTEXTUAL ENGAGEMENT THE TIME, MONEY AND EFFORT REQUIRED TO MANAGE & TRACK ACTIVITIES ACROSS EACH PLATFORM RESOURCE REQUIREMENTS
  • 51. #HootConnect • @eskimon & @HootsuiteAPAC • 51& #3: ENSURE THAT YOUR SOCIAL PROFILES ESTABLISH YOUR DESIRED PERSONAL BRAND
  • 52. #HootConnect • @eskimon & @HootsuiteAPAC • 52& THE ABSOLUTE BASICS OF LINKEDIN USE YOUR FULL, REAL NAME SO THAT IT’S EASY FOR PEOPLE TO FIND YOU USE A PROFILE PHOTO THAT CONVEYS A PROFESSIONAL IMAGE AND PERSONAL ‘BRAND’ NAME PHOTO ADD YOUR JOB TITLE, COMPANY, INDUSTRY, AND HOME LOCATION TITLE CRAFT A BIO THAT TELLS PEOPLE SOMETHING ABOUT WHO YOU ARE, BEYOND JUST YOUR JOBS BIO
  • 53. #HootConnect • @eskimon & @HootsuiteAPAC • 53& USE THIS SECTION TO OUTLINE YOUR CURRENT ROLE AND THE ORGANISATION(S) YOU CURRENTLY WORK FOR / WITH USE THE ‘SUMMARY’ SECTION TO INTRODUCE YOURSELF: YOUR EXPERIENCE, EXPERTISE, INTERESTS, AND PERSONALITY USE THE LOCATION OF YOUR HOME OFFICE. THIS DRIVES SEARCH RESULTS, SO PRIORITISE ACCURACY ADDING DETAILS OF WHERE YOU STUDIED CAN HELP REINFORCE CREDIBILITY AND CONNECT YOU TO ALUMNI USE A RECENT PHOTO THAT CLEARLY SHOWS YOUR FACE AND THAT REINFORCES YOUR ‘PROFESSIONAL BRAND’ 1 USE YOUR FULL, REAL NAME AS YOU’D USE WHEN INTRODUCING YOURSELF IN A PROFESSIONAL CONTEXT 2 3 4 5 6 1 2 3 4 5 6 7 7 CHOOSE A DISTINCTIVE BACKGROUND IMAGE THAT CREATES THE RIGHT ‘ATMOSPHERE’ FOR VISITORS TO YOUR PROFILE, AND CONVEYS SOMETHING ABOUT YOUR PERSONALITY
  • 54. #HootConnect • @eskimon & @HootsuiteAPAC • 54& LINKEDIN’S PROFILE COMPLETENESS TIPS AND SOCIAL SELLING INDEX CAN HELP YOU ‘POLISH’
  • 55. #HootConnect • @eskimon & @HootsuiteAPAC • 55& https://www.linkedin.com/sales/ssi
  • 56. #HootConnect • @eskimon & @HootsuiteAPAC • 56& #4: BUILD YOUR NETWORK BY PROACTIVELY CONNECTING WITH RELEVANT INDIVIDUALS
  • 57. #HootConnect • @eskimon & @HootsuiteAPAC • 57& #5: DEVELOP A PUBLISHING PLAN THAT ALLOWS YOU TO TAKE YOUR AUDIENCE ON A JOURNEY
  • 58. #HootConnect • @eskimon & @HootsuiteAPAC • 58& #6: ENGAGE IN CONVERSATION, AND LOOK FOR OPPORTUNITIES TO ADD NEW VALUE
  • 59. #HootConnect • @eskimon & @HootsuiteAPAC • 59& OPPORTUNITIES ARE EVERYWHERE CONVERSATIONS AROUND CONTENT YOU’VE POSTED CONVERSATIONS ON YOUR ORGANISATION’S BRANDED PROPERTIES CONTENT YOU SHARE BRAND TEAM ACTIVITIES CONVERSATIONS ON YOUR CUSTOMERS’ BRAND OR PERSONAL PROPERTIES CUSTOMERS’ CONTENT CONVERSATIONS ON THIRD-PARTY PROFILES AND PROPERTIES THIRD-PARTY CONTENT
  • 60. #HootConnect • @eskimon & @HootsuiteAPAC • 60& USE SOCIAL LISTENING TO IDENTIFY POTENTIAL CONVERSATIONS AND RELEVANT TRENDS
  • 61. #HootConnect • @eskimon & @HootsuiteAPAC • 61& THINK AND BEHAVE LIKE A CONCIERGE AT A FIVE-STAR HOTEL FOR MAXIMUM IMPACT
  • 62. #HootConnect • @eskimon & @HootsuiteAPAC • 62& TRAITS OF A GREAT SOCIAL SELLER BE USEFUL; SHARE THINGS THAT YOUR AUDIENCE NEEDS, NOT JUST WHAT HELPS YOU BE ENTHUSIASTIC; GO THE EXTRA MILE TO LOOK FOR OPPORTUNITIES TO ADD NEW VALUE HELPFUL PROACTIVE BE HUMAN; SHOW SOME PERSONALITY TO AVOID APPEARING LIKE A CORPORATE DRONE GENUINE BE SOCIABLE; CONNECT PEOPLE TO EACH OTHER AND INVITE OTHERS TO JOIN THE CONVERSATION INCLUSIVE
  • 63. #HootConnect • @eskimon & @HootsuiteAPAC • 63& #7: DEVELOP A MEASUREMENT APPROACH THAT HELPS YOU OPTIMISE FUTURE ACTIVITIES
  • 64. #HootConnect • @eskimon & @HootsuiteAPAC • 64& USE PLATFORM INSIGHTS TO UNDERSTAND WHO ENGAGES WITH WHAT, WHERE, AND WHEN
  • 65. #HootConnect • @eskimon & @HootsuiteAPAC • 65& WHEREVER POSSIBLE, KEEP A CENTRAL RECORD OF INTERACTIONS TO INFORM CRM EFFORTS
  • 66. #HootConnect • @eskimon & @HootsuiteAPAC • 66& OPERATIONAL CONSIDERATIONS
  • 67. #HootConnect • @eskimon & @HootsuiteAPAC • 67& ELEMENTS OF A SOCIAL SELLING SOLUTION A CENTRAL ‘HUB’ FOR HOSTING AND ACCESSING SOCIAL SELLING CONTENT A WAY TO LET SALES TEAMS KNOW ABOUT NEW CONTENT AND RELEVANT ACTIVITIES HOSTING NOTIFYING TRAINING AND BEST PRACTICE RESOURCES FROM ACROSS THE ORGANISATION ENHANCING A WAY TO TRACK INTERACTION WITH DIFFERENT SALES- PEOPLE OVER TIME TRACKING
  • 68. #HootConnect • @eskimon & @HootsuiteAPAC • 68& THE ‘3TS’ OF EMPOWERING SOCIAL SELLERS PROVIDING ACCESS TO THE SOCIAL MEDIA AND CRM TOOLS THAT SELLERS NEED TO BUILD AND MANAGE RELATIONSHIPS HELPING SOCIAL SELLERS TO DEVELOP THE SKILLS REQUIRED TO IDENTIFY AND ENGAGE IN VALUABLE OPPORTUNITIES TOOLS TRAINING ENSURING SOCIAL SELLERS HAVE ENOUGH TIME TO BUILD VALUABLE RELATIONSHIPS AND MANAGE CONTENT ACTIVITIES TIME
  • 69. #HootConnect • @eskimon & @HootsuiteAPAC • 69& MEASUREMENT
  • 70. #HootConnect • @eskimon & @HootsuiteAPAC • 70& SELECT KPIS THAT MEASURE ORGANISATIONAL VALUE, NOT JUST CONTENT PERFORMANCE
  • 71. #HootConnect • @eskimon & @HootsuiteAPAC • 71& MEASUREMENT ACTIVITIES SHOULD INFORM IMPROVEMENTS, NOT JUST REPORT THE PAST
  • 72. #HootConnect • @eskimon & @HootsuiteAPAC • 72& SIMON KEMP @ESKIMON SIMON.KEMP@WEARESOCIAL.COM +65 9146 5356 WEARESOCIAL.COM