Download - Social selling Best Practice - a personal story

WHY & HOW SOCIAL MEDIA

Personal Experience from a Sales Exec

Simon PorterVice President MidMarket Europe

January 22nd – 2014

© 2015 IBM Corporation

In a recent study done by KnowledgeStorm of B2B technologydecision makers the following statistics were revealed:

5Our B2B decision makers are using itOur B2B decision makers are using it

In the same study it was shared that of 69% of B2B buyers use socialnetworks "primarily for business networking and development."

%participate in

video

%participate

blogs

%participate in

Social Networks

%participate in

Podcasts

© 2015 IBM Corporation 10My external social footprintMy external social footprint

Klout

© 2015 IBM Corporation 12My social lensesMy social lenses

#cloud #ibm#smb#midsized#cloud#business

#running#teaming#personal attention


My Year on Twitter

Insight All Tweets Retweets Tweets Impressions

#cloud 41948 32071 9877 278258870

#smb 16037 11678 4359 125718650

#bigdata 10520 7587 2933 60444554

#msp 10258 7792 2466 69009856

#ibm 10222 6834 3388 59379158

#analytics 6552 4637 1915 39511455

#bluemix 4553 3350 1203 22568943

Follower Growth

A Year of Effort

Top Tweets

Hashtags I usedTopic Wordcloud


The Power of People in Social


How & Why To Make Time

How

Start of day over coffee for 15-30mins as a routine

As I travel

Spare minutes between meetings / calls

Respond to Linkedin mail / Twitter DMs ahead of email

Why

• External credibility - LinkedIn Endorsements / Influencer

• Klout – gamification on ranking

• Learn about the market / competition as I read articles

• Engage new buyers / prospects


What to Tweet About / distribute on LinkedIn ?

Content Sources

• IBM Voices : for IBM partners

• Scredible.com : define topic areas

• Trusted Sources : eg Comparethecloud / Tubblog

• LinkedIn Groups

• Twitter – Hashtag searches

Porters Tips

• Search for key Influencers / Partners / Prospects – follow them & they follow back

• Concentrate on external followers not other IBMers

• Respond to any feedback / comments within 24 hours

• Focus on some subject areas – cloud, SMB, analytics etc


Kred Scredible

Provide external articles againstsubjects you define

See which tweets are most popularfrom your stream and re-tweet


Scheduling Tweets / LinkedIn messages

19

• Buffer or Hootsuite


How to paste an article to social media

20


How to See who is interacting with you on Twitter?

21


How to search on Twitter

22

© 2015 IBM Corporation 23

Direct Messaging on Twitter

If connected withsomeone on Twitteryou can DirectMessage themprivately - like email

23


Linkedin Tips Add no more than 20 new contacts per day, to maintain

conversations. Adding more than 20 will flag you as apossible spammer

Be polite, add a personal message to your invitation– “Hi Gina, please accept my invitation to connect. I am

seeking to build a group of executive women inhealthcare and I’d be pleased if you would join mynetwork”

Enhance your connections with Groups :– You can join up to 50 groups - from professional

groups to alumni groups– Also look for topic-oriented groups that are relevant to

your business, functional responsibility etc– Check out the Groups Directory and use the search

groups feature on the upper left-hand side

Categorize Contacts– Use these TAGS to organize your contacts

Porters Tips

Before every external meeting with a new contact lookthem up on LinkedIn

After every meeting connect with the person on Linkedin

Post interesting articles to your community of contacts touse as a marketing tool

24


How to See who is interacting with you on LinkedIn?

25


How to search for Contacts / Leads

Find People– Great for demographic/industry searches

Advanced People Search– Enter any piece of information you’d like to

search by

Blind Reverse Search– Search within a company to see who in your

network knows someone you want to know.– Your contact can introduce you through

InMail.

The French team have a $1m+ opportunity as aresult of LinkedIn connection initiated bythem

The Israel team closed major cloud deal with‘unknown’ Gaming company that has 10musers/day

Use the Company Pages to find CXO contacts


LinkedIn example

© 2015 IBM Corporation 28A Simple scorecardA Simple scorecard

How can I track ROI with Social Selling ? An example

http://www.salesforlife.com/sales-metrics/how-can-i-track-roi-with-social-selling/


2. Content and inbound

Introduction to Inbound MarketingContent and ContextContent CreationContent CurationContent Amplification

3. Social Selling and CRM

Twitter ListsSocial AnalyticsInfluencer MarketingSocial CRMWith Tools

1. Getting Started

WelcomeCurrent LandscapeGetting Started with Twitter, Linkedin,Xing, Google+ and more

Social Marketing Webinar Agenda and Topics

+

A broader view

+ SOCIAL MEDIA FOR CONTENT

SOCIAL MEDIATie into these communi eswith your own accounts, join

groups, recruit and engage

RICH MEDIACreate rich media and seed inpopular channels.

BLOGSGet your content out into theblogsphere to extend reach and

also improve your SEO

BOOKMARKINGBookmark and index all content tomaximise exposure and back links.MICRO BLOGS

Feed content out, and link back, and

search profiles and comments to

engage.

+The advocacy (loyalty) loop

Last year we launched a ‘marketing enablement’programme of partner training, focusing on SocialMedia Marketing for B2B first, and then DigitalMarketing.

Some highlights

• We have trained over 80 partners in the last year…and over 100 sales and marketing peoplewithin those partners

• Launched a new Digital Marketing workshop• Achieved an average 95% feedback score

The recordings of the presentations are availableas Free eLearning, split down into three modules.

http://www2.themsphub.com/socialworkshop/

Social Marketing/Sales Training for IBM Partners


IBM continues to invest in its MSP/CSP strategy to meet and leadthe changing market requirements

Full set of

OfferingsSystems,Storage,Software,

XaaS Services,

Leveraging the

IBM BrandManaged Service

Provider achievementmark, IBM co-branding

Leveraging IBM

FinancingIBM Global Financing,

Pay as you Grow

Enhanced

MarketingMarketing Planning,

Brand Building,Demand Generation

and Marketing Funding

Dedicated

ResourcesDedicated MSP Business

Development, InsideSales and Marketing

Resources

© 2015 IBM Corporation 31My lessons learnedMy lessons learned

Social media takes effort and time;but once established as routine itdoes pay off – and can fit ineverybody’s schedule!

Define your domain and topics (lenses)and start sharing and reacting aroundthose. It will build your reach and personalbrand

Use social research when meetingclients and partners. It can give you greatinsights

Download - Social selling Best Practice - a personal story

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