gavin heaton

Social Selling

November 2011

From Open Networks to Closed Communities

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http://www.flickr.com/photos/shelleyp/

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http://www.flickr.com/photos/keithallison/http://www.flickr.com/photos/achimh/ http://www.flickr.com/photos/jamesboyes/

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@TimLonghurst

1. Eye on the future

2. Finger on the pulse

3. Seat at the table

“The game had changed ...”

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Social Media Adoption

http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/

http://techcrunch.com/2011/10/17/twitter-is-at-250-million-tweets-per-day/

The growth of social networks has been accelerating.

Daily users (August 2011):

Facebook – 310 million

StumbleUpon – 27.5 million

Twitter – 22 million

Flickr – 10 million

LinkedIn – 8 million

Twitter messages (per day):

September 2010 – 90 million

January 2011 – 100 million

October 2011 – 250 million

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Knowledge Doubles

Kurzweil shows that

knowledge doubles every

year and has been doing

every year since the 60s.

How do we deal with this

avalanche of information?

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Eric Schmidt, Google

Between the dawn of

civilization through 2003,

five exabytes of data was

created ... Now that much is

created every TWO days.

“

”

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Tech Innovation

There’s more power in

your hand than what was

used to put man on the

moon

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Can You Be Interrupted?

http://news.cnet.com/8301-27083_3-10469162-247.html?part=rss&subj=news&tag=2547-1_3-0-20

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Social media is not just about sales or marketing (though it is a good place to start)

Your Business

SALES

Social Selling

HR

Social Recruiting

COO

Social Customer Service

MARKETING

Social Marketing

CHANNEL

Social Ecosystem

COMMS

Social Public Relations

Every organizational unit is being impacted by social

Sales or marketing is an obvious first step for most enterprises. Aberdeen Group recently reported (June 2011) that 53% of retailers are pressured by increased consumer use of social media.

But it’s not just about “listening” or monitoring, it’s about shadowing the constant shifts in customer affinity.

Gain customer intelligence

Identify new sales targets

Develop closer relationships

Shorten buying cycles

Grow your prospect base

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People are less reliant on advertising

Decision makers are turning to their trusted networks for advice at all phases of the sales cycle

And so should we!

They are researching options before they commit

Why Think About “Social”? The “Game Changer”

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Identify buyer

Initial Contact

Meeting/Call

Assess Needs

Determine Budgets

Demo or Proof of Concept

Submit Proposal Purchase

Outbound Sales

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Search, find, research

Website and Resources

Download and View

Initiate Contact Share Project Info

Share Specs Engage in Demo

Request Proposal

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We needed to reframe the sales process

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Use available tools (slingshot) to aim the birds (each with special abilities) at structures

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The objective:

“eliminate the pigs”

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Developed by Rovio Mobile

“puzzle video game”

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“addictive game play” win

win

win

win

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Three Primary Elements

Targets Players Strategies

ah s

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Sponsor

Stakeholders

Distractions

Don’t forget to smell these

Influencers

“Targets”

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“Players”

Account Executive

Sales VP

Quota

Closed

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“Strategies”

ah s

Where do you aim?

What is your angle?

Direct/indirect?

Focus and effort?

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Social Selling and Social Customer Relationships

How do we respond to

these complexities?

Using the scale and

reach of social networks

to accelerate and

extend the sales

process.

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The customer is in control of the

conversation. SCRM is the

company’s response to the

customer’s control of the

conversation. There is no joint

ownership of the conversation.

But there is no control by one or

the other of the relationship

between them. Though the

“power balance” can lean toward

one or the other. Right now it

leans to the customer.

“

”http://bit.ly/rAzQGx

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Three Cs of Community Engagement

Content Source Transform Coach Tag +

Spotlight Consumption

Cadence Timing + Pace Orchestration Message

Discipline Ride the

Waves

Conversation Monitor +

Respond Identify +

Leverage Influencers

Collaboration Drive + Leverage

Campaigns

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Players

Targets

Strategies

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Players

Targets

Strategies

Eye on the future

Finger on the pulse

Seat at the table

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CIO

VP

Knowing your targets

Fish where the fish are

Connecting the dots

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Connecting Your Network

1. How many connections do you have?

2. How many customers are you connect to?

3. How many colleagues are in your network?

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http://www.breakingcopy.com/social-media-flowchart-status

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Easy to Start, Small Steps

Small time commitment and modest objectives:

1. Grow connections by 25%

2. Publish 12 status updates

3. 10 step, assisted program

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10 Step Program

1. Training

2. Profile Makeover

3. Connect to People You Know: Outlook plugin Connect to colleagues Follow companies

4. Connect to People You Need Advanced search Reachable

5. Participate in your network Status updates, thought

leadership Groups

6. Make It Part of Your Day

7. Amplify Campaigns and Themes

8. Direct Contact: Look to stakeholders and

influencers Ask for introductions

9. Follow Guidelines Corporate guidelines

10.Supercharge Your Summary

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Quick wins

Demonstrate value

Measurable

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One Connection Opens a Network of Opportunity

CEO

CFO

CEO

CEO CEO

CEO

CEO CIO

CEO CEO

CEO

CEO

CEO

CEO

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Network Becomes Your News

1. Keep up-to-date with your contacts through Profile feed

2. Use LinkedIn Today to see what is relevant and important in your network

3. Participate and engage with your network in the one place

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Supercharging Your Summary

Employ the principles of inbound marketing on your Summary

STOP: Using the “Summary” space to summarize your experience.

START: Using it to put forward your value proposition to any contact.

Explicitly: Welcome people to your profileDescribe recent scenarios or use cases where you have delivered results to your customersExplain why someone should contact you

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The Open Network is Also a Gateway

Lessons Learned Outcomes

Different birds are different

Those from the Twitter program picked up LinkedIn more aggressively

Most people overestimate their expertise

Momentum is only achieved through participation (ie you have to engage with the concept before you see success)

Even the most uncommitted participant grew their network by 20%

Many participants grew their networks by over 40%

It takes longer than you can imagine

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“You Always Need Another Level”

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SAP Community Network

http://www.slideshare.net/markyolton/blogwell-20june2011-mark-yolton-sap

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http://www.flickr.com/photos/42228837@N06/4220872666/

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PCN Connect

An innovative, closed community platform connecting information, knowledge and people from SAP and the network of premier customers.

Not all information – just the most relevant (self service)

Support the customer decision making process

Connect customers with each other

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Combining Open + Closed Networks

CustomerNetwork

ClosedNetwork

OpenNetwork

1. Eye on the future

2. Finger on the pulse

3. Seat at the table

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Thank You!

Contact information:

Gavin HeatonE: gavin.heaton@sap.comM: +61 404 004 516 http://www.linkedin.com/in/servantofchaos @servantofchaos