social selling with linkedin - english presentation

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Michael Kausch 22th of June 2016 Social Selling Do the hot new thing and forget cold calls

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Michael Kausch

22th of June 2016Social Selling

Do the hot new thingand forget cold calls

01What is social selling?

03LinkedIn as a social selling

platform

05Challenges facing

social sellers

02Why social selling?

04A social selling campaign

© vibrio 2016 http://vibrio.eu 2

01What is social selling?

© vibrio 2016 http://vibrio.eu 3

“Social selling is a sales strategy

using the social media

marketing mantra of directly

connecting with potential

customers and partners, their

expressed needs and interests.

It focuses on sustainable

customer relationships, not

quick one-off purchases.”

© vibrio 2016 http://vibrio.eu 4

What is social selling?

Definition

Basics of social selling

Social media CRM

Content marketing

Functions of social selling

Lead generation

Cross selling

Avoiding cold calls

B2B and B2C

The more complex and high-end

a product, the more relevant

social selling becomes

© vibrio 2016 http://vibrio.eu 5

How does social

selling work?Lead identification

Lead monitoring

Content creation

Lead contacting

Relation management

02Why social selling?

© vibrio 2016 http://vibrio.eu 6

In an age of informational overload and increasing sales pressure, potential customers actively seek to avoid offers for dialogue.

Cold calling gets harder.

Needs are less often clearly defined, but developed during communication.

Sales success depends increasingly on relationships of trust, which means establishing sustainable customer relationships.

In the age of referral marketing, open dialogue has to start with personal lead generation for 1-to-1-relations.

© vibrio 2016 http://vibrio.eu 7

Why use social selling?

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We are being barraged by more and more branded messages.

? brands daily

Up to ? acts of communication per day

We become over-saturated.

We hate and avoid advertisements.

We react poorly to arrogance, ignorance and bad service.

We react emotionally.

We place our trust in peer groups.

We are online and socially networked.

We are „Customer 2.0“

© vibrio 2016 http://vibrio.eu 8

The foundation:

referral marketing

1,000

10,000

Internet and social media arebecoming dominant sources ofinformation.

Everybody is talking to each other, all the time and everywhere.!

Around 50 percent rely on personal recommendations when makingpurchasing decisions.

This is why „Experience“ and„Stories“ are playing such a large role today.

All this is true for B2B as well.

© vibrio 2016 http://vibrio.eu 9

The foundation:

storytellingTell me a fact

and I’ll learn.

Tell me a truth

and I’ll believe.

But tell me a

story and it will

live in my heart

forever.

Our communication structures itself

according to the media

© vibrio 2016 http://vibrio.eu 10

The „good old days “

By the fireside

Modern, pre-internet

Broadcasting

Web 1.0

The websites

Web 2.0

Social media

From customer communication to customer experience

© vibrio 2016 http://vibrio.eu 11

Customer

communication

Customer

satisfaction

Customer

lifecycle

Customer

experience

03LinkedIn

as a social selling platform

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Global: 408 million members

Europe: 102 million members

Germany: 5.280 million

Switzerland: 1.845 million

Austria: 0.776 million

UK: 21 million

France: 11 million

USA: 117 million

© vibrio 2016 http://vibrio.eu 13

LinkedIn is the leading

global business network

Germany

LinkedIn: 5.3 million

Xing: 8.2 million

Switzerland

LinkedIn: 1.8 million

Xing: 0.7 million

Austria

LinkedIn: 0.8 million

Xing: 0.7 million

© vibrio 2016 http://vibrio.eu 14

LinkedIn is firmly established

alongside XING in DACH

LinkedIn usage leads in 26 out

of 30 enterprises

Exceptions:

Commerzbank

Daimler

Deutsche Post

Fresenius

© vibrio 2016 http://vibrio.eu 15

LinkedIn dominates among

large German corporations

Owners: 186 thousand

Vice presidents: 155 thousand

Executive board: 69 thousand

Directors: 129 thousand

----------------------------------

All leadership positions: 1.46

million

© vibrio 2016 http://vibrio.eu 16

LinkedIn dominates among

German CxO-level

LinkedIn is integrated into

numerous independent tools

Slideshare

Hootsuite

Outlook

Soon: Microsoft Dynamics (?)

Superior social selling

Sales Navigator

Pulse

Multilingual personal and

company profiles

© vibrio 2016 http://vibrio.eu 17

LinkedIn has the better

social selling tools

Recruiting and employer branding

(Employee) branding

Advertisement (targeting)

Corporate publishing (incl. blog)

Lead generation and -nurturing

Lead identification

Lead generation

Opinion leader identification

1:1-communication with

Leads

Customers

Partners

Opinion leaders

© vibrio 2016 http://vibrio.eu 18

LinkedIn is a

multifunctional tool

Pull Communications

Employee profiles

Multi-lingual company profiles

Showcase pages

Look up personal profiles

Request referrals

Publish Pulse articles

Push Communications

Groups: dialogue oriented

Post news to specific target audiences

No edge rank

LinkedIn campaigns

© vibrio 2016 http://vibrio.eu 19

Options in lead

management

04A social selling campaign

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Lead identification

Lead generation

Opinion leader identification

1:1 communication with

Leads

Customers

Partners

Opinion leaders

© vibrio 2016 http://vibrio.eu 21

Goals of a social selling

campaign

Business or casual

Focused profile picture in front of a neutral or out-of-focus background

Smiling won‘t hurt

Head tilted to the left (center screen)

Looking at camera or imaginary communication partner

Optional: vivid gesture

Optional: truncated

Steer clear of green background

© vibrio 2016 http://vibrio.eu 22

Step 1: Optimize personal

portraits

Header image

Create multi-lingual profile

Create Pulse entries

Add work examples (ideally: Slideshare)

Generate attention with private interests

Include contact data and publications

Create team projects

Confirm skills and expertise, get acknowledged.

© vibrio 2016 http://vibrio.eu 23

Step 2: optimize personal

profile pages

Search options depend on accounttype

Name

Keywords

Company

Location

---------------------------------------

Industry

Experience

Function

Carrier level

Interests

Company size

© vibrio 2016 http://vibrio.eu 24

Step 3: find potential leads

Premium search:

Search incl. CRM

Create accounts for target enterprises

Create lead profile for target contact

Benefit from lead recommendations

Evaluate news and updates for triggering contact

Use new job notifications

Analyze profile visitors

© vibrio 2016 http://vibrio.eu 25

Searching with Sales

Navigator

Keep track of LinkedIn activity of leads or their companies

For identifying the topics relevant to target audiences

For determining the best moment for contacting

Tools:

Top updates on „home page“

Top accounts on HP

Social index

Last viewed

© vibrio 2016 http://vibrio.eu 26

Step 4: Monitoring

Based on potential leads‘

researched topics

Platforms:

Own LinkedIn updates

Own LinkedIn Pulse entries

Own Slideshare publications

Company profile and updates

Showcase pages

External links

© vibrio 2016 http://vibrio.eu 27

Step 5: Publish original

content

Central tool for initial lead

contact

News to non-contacts

Number of inMails depending

on accounts

Refer to original content

“I liked your update about xy. This

might be of interest to you: I myself

published this about the issue…”

© vibrio 2016 http://vibrio.eu 28

Step 6: contact through

InMail

Pulse = the LinkedIn blog system

Option 1

Publish long-form entries through profile page

Target audiences

Own contacts

Pulse topic subscribers

Option 2

Using the company page as a publication platform

Integrate InShare Widget in website

Apply for publisher status in LinkedIn

© vibrio 2016 http://vibrio.eu 29

Tool 1: LinkedIn Pulse

Slideshare is LinkedIn‘s publishingplattform

Powerpoint files

Pdf files

Video files

Integration

In LinkedIn profile

In Pulse entries

In websites and blogs

Advantages

High Google visibility

Native search

High LinkedIn visibility

Integrated lead generation

Good statistical analysis

© vibrio 2016 http://vibrio.eu 30

Tool 2: LinkedIn Slideshare

Own LinkedIn groups can keep

track of activated leads.

LinkedIn groups can be an asset

for lead identification.

German LinkedIn groups are

not among the most active.

© vibrio 2016 http://vibrio.eu 31

Tool 3: LinkedIn groups

“Contact auctions“ similar to

Google Ads

Advantages

Adresses up to date

Targeting

Safe from litigation

Recommended price

CPM 2.50 € - 3.65 €

CPC 2.34 € - 3.15 €

© vibrio 2016 http://vibrio.eu 32

Tool 4: LinkedIn campaigns

A multi-platform publishingtool

Using content on and beyondLinkedIn without additional effort

LinkedIn, Twitter, Facebook, Google+, Instagram, YouTube …

Automated and optimizedscheduled distribution

Team process

Incl. monitoring tools

© vibrio 2016 http://vibrio.eu 33

Tool 5: Hootsuite

Workings of a social selling campaign with LinkedIn

Overview

© vibrio 2016 http://vibrio.eu 34

Company profilePull

Mkt

g

Showcase pagesPull

Mkt

g

Personal profilesPull

MV

LinkedIn PulsePull

Sale

s

Lead identification

Push

Sale

s

Lead management

Push

Sale

s

Company

Potential customerGroup mgmt.

Push

Mkt

g

Pub

lishin

g

LinkedInAds

Mkt

g

Push

LinkedIn SlidesharePull

Mkt

g

05Challenges facing

social sellers

© vibrio 2016 http://vibrio.eu 35

Sales must generate leads for itself

Marketing must prepare content for sales

Customers and partners define issues and topics

Topics become more diverse

High demands on emotionalizationand personalization

Storytelling is more complex than egocentric marketing

Boundaries between sales- and brand-oriented communications dissolve

© vibrio 2016 http://vibrio.eu 36

Social selling is

communication 4.0

Social selling is storytelling and demands “issues

sophistication”From egocentric to issues leader

© vibrio 2016 http://vibrio.eu 37

Autistic PR

Products

Companies

Trade fairs/events/

awards

Partner oriented

PR

Customer Win

Reference stories

Co-operations

Employer Branding

CSR

Issues oriented

PR

Industry issues

Industry trends

Technological trends

It is about

The corporate identity

The corporate story

The story needs to fit like a

tailor-made suit

Whoever designs the story acts

as style consultant for the

corporation

© vibrio 2016 http://vibrio.eu 38

Social selling requires

emotion

Brands gain credibility

As a measure of credibility in the age of informational overload

As a vehicle of emotion

As amplifiers in a multi-tiered (sales-) decision process

Employees become brands

They own the most valuable channels

They own the “contacts”

© vibrio 2016 http://vibrio.eu 39

Social selling makes brands

out of employees

A new approach to

communication

New competences for

employees

New internal business

processes

A new distribution of tasks

among sales and marketing

New tools

© vibrio 2016 http://vibrio.eu 40

The requirements for social

selling are high

© vibrio 2016 http://vibrio.eu 41

@all images vibrio except as stated

Slides 35-37: © Robert Kneschke - stock.adobe.com

Slide 38: © Sebastiano Fancellu - stock.adobe.com

Slide 39: © Gerd Gropp - stock.adobe.com

Slide 40: © lassedesignen - stock.adobe.com

Slides 1-5, 20: © gigra - stock.adobe.com

Slides 6-7: © Bits and Splits - stock.adobe.com

Slide 8: © kallejipp - photocase.com

Slide 12: © Katego - stock.adobe.com

Slide 13: © manley099 - istockphoto.com

Slide 15: © JFL Photography - stock.adobe.com

Slide 16: © IS_ImageSource - istockphoto.com

Slide 17: © vege- stock.adobe.com

Slide 18: © Stefano Garau - stock.adobe.com

Slide 19: © Sergey Nivens - istockphoto.com

Slide 21: © kallejipp - photocase.com

Slides 24-25: © kallejipp - photocase.com

Slide 26: © Santiago Cornejo - stock.adobe.com

Slide 27: © On-Air - stock.adobe.com

Slide 29: © Saklakova - istockphoto.com

© vibrio 2016 http://vibrio.eu 42