How To Use Social Media To Automate Leads (Bauhaus)

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Post on 26-May-2015




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This presentation was delivered via Conference Plus as part of their \'Ask the Expert\' Series. An archived version with audio is available from the Conference Plus website


  • 1. How to Use Social Media to Automate Leads(and drive sales)

2. Introduction
Thanks to Jessica Simpson and her Conference Plus team for creating the Ask the Expert Series.
This presentation is supported by a white papertitled Social-to-Lead; A Self-Sufficient Sales System available in by contacting Doug Richards []
Centriq Training
Centriq Training
3 keys to mastering social technology
create a Social-to-Lead machine
Generate New Leads
Leverage Network Relationships
Identify Decision Makers
Warm up Cold Calls
Establish Online Expertise
Distribute your Message to Social Media sites
Track your competitors
Track your customers
and how you can get started today
today you will
4. 4
about us
5. Doug Richards:

  • 20+ years in technology

6. Certified Sandler Sales trainer 7. Certified Cisco Sales Expert 8. Futurist 9. Centriq Social Business EvangelistCentriq Training:

  • 22 years in IT training

10. Over 320 years of combined IT experience 11. Multiple industry partners 12. Our Social Business courses are 100% original content focused on bridging the gap between technology andthe intelligence business needs to thrivewhat we bring to the table
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Social Media is
the new black
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Social media is everywhere!
Best thing since the telephone!
Everything you're doing is wrong
You'll die if you don't use it!Everyone else is doing it (so you should do it too)
[blah, blah, blah]
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Its trendy to talk about how important Social Media, Social Networking & Social Computing is
But where are the dollars?
the new black
How does this grow my pipeline?
Are my customers really using social media?
How long does this take?
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15 minutes a day will*:
Increase lead flow by 1/day
New business+25%
*(at minimum)
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you probably already know how important this isbut do you know how to get started?
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Applications power social selling, but more than the application (sometimes called the platform) itself is the application the use of technology - to solve a business problem or reduce the effort of a business process.
This process is measured by ROE Return On Effort.
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identity, listen, effective messaging
participate, respond, reputation management
grow your network, prospecting, research
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Key Concept: Crafting an online identity is the equivalent of creating your individual brand.
Online identity the question isnt if you need one (because you do). It is whether your online identity supports your goals, is in line with your persona and makes it easy for people to discover you.
Your identity should look at the complex factors and hidden opportunities involved in creating and continuously maintaining an effective individual online identity.
Key Applications: LinkedIn, Jigsaw, Gist
Key Skills: If you don't have an identity, create one, If you have one, perfect it, If you have multiple, unify them
Key Behavior: Create an identity master file to replicate across 'free web real estate' for increased search engine visibility
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there are over 5400 free social tools; every time you add your or your companies name you increase your chances of being found
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Key Concept: Stop listening for sales opportunities - start listening for buying signals
Social media tools are transforming the fundamental nature of listening and how sales professionals interact with customers and prospects.
Key Applications: Google Alerts, Google Reader, Gist, Jigsaw, LinkedIn, Twitter
Key Skills: Use RSS feeds to automate your listening, cross-connect your networks
Key Behaviors: Research and plan listening behaviors for all current and target accounts
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Key Concept: You cant expect customers to just come to you. You need to reel them in by grabbing their attention first with an effective message sent as many times as they will listen. These days, that means adding social media to your messaging strategy. You must master how to build and maintain the foundation required to run a true social business broadcast machine that extends the reach of your message for little to no cost.
Key Applications: Status Updates (LinkedIn, Google, Facebook, Twitter)
Key Skills: Build a messaging strategy (Who, What, When, Where, How and Why)
Key Behaviors: Top of mind awareness, daily updates, choose compelling topics
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Did you know?
Twitter is limited to 140 characters because at its creation most cellular providers limited the text characters in an SMS message to 160 (leaving room for a 20 character signature)
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We must acquire new skills to survive in the sales profession. Our clients are often suspect of our intentions so we must consistently retool our approach to selling.
Success with social selling skills is easy to define.
Dont convince; connect
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Key Concept:Participation is what drives social networks. If you dont participate, you dont grow. But how you participate is just as important as where. Thats why the information in this module is vitally important. Join us and gain a thorough understanding of the new rules for sharing your expertise and input and flourishing in a social world.
Your networks require your input and expertise to thrive.
Key Applications: LinkedIn Groups, Q&A, Facebook, Forums
Key Skills: Research to identify places to join, add new contacts as appropriate
Key Behaviors: Daily participation, connect with all current clients
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Key Concept:Establishing yourself as an expert is the first step to gaining your audiences trust and business. Offline, you can write a book or speak at a conference. But online, you must concentrate on responding as a trusted expert to the questions and needs of your network. This module will introduce you to essential tips and strategies to help you establish expertise with your online community and become an authority who is recognized and respected and naturally attracts business.
Strengthen trust and establish expertise. Make 10 deposits before asking to withdraw
Key Applications: LinkedIn Q&A, communities of practice (various)
Key Skills: Do your homework, become a trusted advisor
Key Behaviors: Once a day contribute something of value with no expectation of a return
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Over 80% over buyers (business-to-business and business-to-consumer)
Respond that they buy from sale professionals they trust
Expertise is TRUST.
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Key Concept:Managing your online reputation in todays digital world requires a brand new set of skills that many organizations do not understand, let alone possess. To stay on top of the game, theres no silver bullet. You need a proactive plan to enhance your reputation, reactive methods to fix it and a practical strategy for feeding it. Learn the essential how-tos in this module.
Key Concept: Maintain trust, confidence and credibility by being proactive on the health of your reputation
Key Applications: LinkedIn recommendations, Twitter, Google, Merchant Circle
Key Skills: How to appropriately earn recommendations, fixing a broken reputation
Key Behaviors: Write a recommendation, add value to your network(s)
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In selling nothing is more critical than effective behaviors. Sales management has known this for decades count calls and appointments to predict results.
Social selling also counts. The size of your network, the number of leads in your pipeline, learning to avoid analysis paralysis.
(In Sales) there is no try, only do - YODA
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Key Concept: Everything youve learned up to this point about growing your business network is limited by one thing you. You only have so much time in the day to collect business cards, build relationships, deliver services and add value.But with social media, all this has changed. This module will show you how to grow your network by multiples with every action using the power of social media.
ROE = Return on Effort
Key Applications: LinkedIn, Jigsaw, Google, YouTube, Twitter, various
Key Skills: Connect your inbox, connect early and often
Key Behaviors: Balance quantity and quality, focus on cross-connecting
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Key Concept:Prospecting is the life-blood of every sales organization. However, the days of dialing for dollars are long gone. Theres been a dramatic change in the way companies get their names and brands in front of decision-makers. And these new approaches can deliver a high return on investment with little extra effort if you know how to apply them. Stop wasting your precious time cold-calling and networking. Its time to learn how to get prospects to start calling you.
Use all the tools youve mastered to create an automatic lead flow to your inbox
Key Applications: LinkedIn, Jigsaw, CRM (yours), Google, Twitter, YouTube
Key Skills: Earn points in Jigsaw, ask for what you need
Key Behaviors: Always prospect, set goals
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Key Concept:Researching leads can be a daunting job. While more organizations are turning to the Web to gather information, many who are still in the dark about how to conduct effective searches are taking advantage of only a fraction of all the Web can offer. This module is designed to help you really get into the game and start using the deep Web to find less discoverable information.
Search engines are the intersections of the web
Key Applications: Google, Wolfram Alpha, Jigsaw, LinkedIn
Key Skills: Research companies, individuals and industries quickly and easily
Key Behaviors: Less than 3 minutes of research will change the value of a lead
37. Adding Social will impact your current sales process
Generate New Leads
Leverage Network Relationships
Identify Decision Makers
Warm up Cold Calls
Establish Online Expertise
Distribute your Message to Social Media sites
Track your competitors
Track your customers

you will need expertise in tools like:

Google Alerts
Google Reader
38. 31
39. Thank you for you attention today
For more information please contact Doug Richards
Thanks to Conference Plus
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