social selling best practice - a personal story

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  1. 1. WHY & HOW SOCIAL MEDIA Personal Experience from a Sales Exec Simon Porter Vice President MidMarket Europe January 22nd 2014
  2. 2. 2015 IBM Corporation 2Our world has changedOur world has changed
  3. 3. 2015 IBM Corporation 3 Clients demand instant access & serviceClients demand instant access & service
  4. 4. 2015 IBM Corporation 4 Our clients are movingOur clients are moving
  5. 5. 2015 IBM Corporation In a recent study done by KnowledgeStorm of B2B technology decision 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 social networks "primarily for business networking and development." % participate in video % participate blogs % participate in Social Networks % participate in Podcasts
  6. 6. 2015 IBM Corporation 6Social Business is about EngagementSocial Business is about Engagement
  7. 7. 2015 IBM Corporation 7Not broadcastingNot broadcasting
  8. 8. 2015 IBM Corporation 8It might be overwhelmingIt might be overwhelming
  9. 9. 2015 IBM Corporation 9Each channel has its own purposeEach channel has its own purpose
  10. 10. 2015 IBM Corporation 10My external social footprintMy external social footprint Klout
  11. 11. 2015 IBM Corporation 11 My social lensesMy social lenses
  12. 12. 2015 IBM Corporation 12 My social lensesMy social lenses #cloud #ibm #smb #midsized #cloud #business #running #teaming #personal attention
  13. 13. 2015 IBM Corporation 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 used Topic Wordcloud
  14. 14. 2015 IBM Corporation 1414My twitter reachMy twitter reach
  15. 15. 2015 IBM Corporation The Power of People in Social
  16. 16. 2015 IBM Corporation 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
  17. 17. 2015 IBM Corporation What to Tweet About / distribute on LinkedIn ? Content Sources IBM Voices : for IBM partners : 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
  18. 18. 2015 IBM Corporation Kred Scredible Provide external articles against subjects you define See which tweets are most popular from your stream and re-tweet
  19. 19. 2015 IBM Corporation Scheduling Tweets / LinkedIn messages 19 Buffer or Hootsuite
  20. 20. 2015 IBM Corporation How to paste an article to social media 20
  21. 21. 2015 IBM Corporation How to See who is interacting with you on Twitter? 21
  22. 22. 2015 IBM Corporation How to search on Twitter 22
  23. 23. 2015 IBM Corporation 23 Direct Messaging on Twitter If connected with someone on Twitter you can Direct Message them privately - like email 23
  24. 24. 2015 IBM Corporation Linkedin Tips Add no more than 20 new contacts per day, to maintain conversations. Adding more than 20 will flag you as a possible 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 in healthcare and Id be pleased if you would join my network 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 look them up on LinkedIn After every meeting connect with the person on Linkedin Post interesting articles to your community of contacts to use as a marketing tool 24
  25. 25. 2015 IBM Corporation How to See who is interacting with you on LinkedIn? 25
  26. 26. 2015 IBM Corporation 26 How to search for Contacts / Leads Find People Great for demographic/industry searches Advanced People Search Enter any piece of information youd 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 a result of LinkedIn connection initiated by them The Israel team closed major cloud deal with unknown Gaming company that has 10m users/day Use the Company Pages to find CXO contacts
  27. 27. 2015 IBM Corporation 27 LinkedIn example
  28. 28. 2015 IBM Corporation 28 A Simple scorecardA Simple scorecard How can I track ROI with Social Selling ? An example
  29. 29. 2015 IBM Corporation 29 2. Content and inbound Introduction to Inbound Marketing Content and Context Content Creation Content Curation Content Amplification 3. Social Selling and CRM Twitter Lists Social Analytics Influencer Marketing Social CRM With Tools 1. Getting Started Welcome Current Landscape Getting Started with Twitter, Linkedin, Xing, Google+ and more Social Marketing Webinar Agenda and Topics + A broader view + SOCIAL MEDIA FOR CONTENT SOCIAL MEDIA Tie into these communi es with your own accounts, join groups, recruit and engage RICH MEDIA Create rich media and seed in popular channels. BLOGS Get your content out into the blogsphere to extend reach and also improve your SEO BOOKMARKING Bookmark and index all content to maximise 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 Social Media Marketing for B2B first, and then Digital Marketing. Some highlights We have trained over 80 partners in the last year and over 100 sales and marketing people within those partners Launched a new Digital Marketing workshop Achieved an average 95% feedback score The recordings of the presentations are available as Free eLearning, split down into three modules. Social Marketing/Sales Training for IBM Partners
  30. 30. 2015 IBM Corporation 30 IBM continues to invest in its MSP/CSP strategy to meet and lead the changing market requirements Full set of Offerings Systems, Storage, Software, XaaS Services, Leveraging the IBM Brand Managed Service Provider achievement mark, IBM co-branding Leveraging IBM Financing IBM Global Financing, Pay as you Grow Enhanced Marketing Marketing Planning, Brand Building, Demand Generation and Marketing Funding Dedicated Resources Dedicated MSP Business Development, Inside Sales and Marketing Resources
  31. 31. 2015 IBM Corporation 31 My lessons learnedMy lessons learned Social media takes effort and time; but once established as routine it does pay off and can fit in everybodys schedule! Define your domain and topics (lenses) and start sharing and reacting around those. It will build your reach and personal brand Use social research when meeting clients and partners. It can give you great insights
  32. 32. 2015 IBM Corporation 32 My advice Jump in!My advice Jump in!
  33. 33. 2015 IBM Corporation 33 So lets get startedSo lets get started
  34. 34. 2015 IBM Corporation 34 @simonlporter@simonlporter