wtf is social selling
Post on 19-Mar-2017
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SOCIAL SELLINGMICK GRIFFIN CRO BRAND24
So many people say they do social selling, but this is such a vague term.2
WHAT THE FUCK DOES IT MEAN?
I believe social selling is broken into 3 processes3
Social Stalking! This is when we use Social Data to supplement our knowledge of a lead especially before we have contacted them 4
Lets use Livespace as an example lead I want to reach5
Normally, Id just get to the phone number as soon as possible as call to ask for the decision maker i.e. Can I speak to the CEO/CMO But for consumers this instantly tells them you dont know them, and you didnt bother to try. Its going to ruin your conversion. 6
Drink CoffeeMobile DataLoveDiamondInteligenceGreat
WHAT WE CAN LEARN
So we can turn cold leads into warm leads instantly by learning about them and their habits online 7
First think I was able to find was a name. So instead of Can I talk to your CEO. Im calling asking for Michal. Huge increase in conversion right off the bat. 8
Secondly I can see the brands and topics that interest him. So I work for a social listening platform Brand24.com. My pitch goes from
Hi Michal, would you like to know if your business was mention on a popular news site to
Hi Michal, Im sure you would like to know the day Livespace is mentioned in Forbes right
This will have a much higher success rate and I know that he values forbes because he follows them. 9
Next I can find him on social sites to learn more about his personality10
So for example Michal Likes Dzien Dobry TVN, Polands version of Good Morning America
So my pitch goes into
Hi Michal, how awesome would it be if during your breakfast while watching Dzien Dobry TVN, you get a notification LiveSpace was mentioned in Forbes Magazine
Wow, he can now totally picture himself in this position. Conversion goes through the roof.
If you are crazy about your leads you could also ask your CEO and CFO to dress up like Narcos characters (see next slide) 11
Social surround is super simple. Its about putting yourself on your leads radar prior to pitching so they have you in mind. 13
You can like posts14
Comment on articles15
Even post I love you on their wall.
Ok, that might be a little far. 16
But basically this means when you pick up the phone or email and say
Hi, its Mick Griffin, ..
In the back of their head they decide to give you their attention because they have heard the name before. 17
So this is the section I care about the most18
COMPILE1 TO 11 TO MANYSOCIAL LEADS ARE NOT ON DEMAND SO THE SOONER YOU START STORING THEM THE BETTERTHE LOW HANGING FRUIT. CONSUMERS ARE ASKING 40,000 A MONTH FOR HELP MAKING SALES DECISIONSCOMMUNITY SITES ARE DOING THE HARD SEO WORK FOR YOU. FIND WHERE THEY ARE AND ENGAGETHE BREAKDOWN
I believe Social Media gives us 3 different types of lead generation.
Compile To constantly collect people who might be your target audience
1 to 1 - To engage individuals directly to solve their problems
1 to many To engage online conversations that many people can access to information19
COMPILESOCIAL LEADS ARE NOT ON DEMAND SO THE SOONER YOU START STORING THEM THE BETTERTHE BREAKDOWN
We are all used to emails like this.
Would you like to buy a database of CEOs or CMOs etc.
Data compiling isnt new, but the methods are. Email databases are still stronger then ever on the market, but the email addresses they are offering are being hit more and more. The average person receives 204 emails a day. 21
So Social Media Tools like Brand24.com can now help you collect fresh, up do date target audiences.
So for example here, I am tracking every online comment and post about Social Media Listening.
I can be sure that any person or business mentioning Social Media Listening is someone my customer success team should be looking to engage.
Even in our niche space, thats over 3000 potential leads a month22
They wont all be so straight forward leads as this.
However there are many benefits to such mentions 23
And you can easily add this data to your CRM. And instead of Email address and phone numbers, you have social handles and exactly what they posted when they mentioned your keyword.
The perfect place for your team to jump in and join the conversation. 24
1 TO MANYCOMMUNITY SITES ARE DOING THE HARD SEO WORK FOR YOU. FIND WHERE THEY ARE AND ENGAGETHE BREAKDOWN
We all dream of 100,000+ views on our own blogs and forums however in the mean time, there are many places your ideal consumers are already hanging out 25
There are the obvious places such as linkedin groups 26
And facebook groups27
For Brand24, our sweet spot is Quora. We track all the questions based around our industry and try to add valuable answers28
For example here, Gloria is our community manager and she is adding answers that hopefully add value. The key benefit here is that not only the person asking the question sees the answer, but also anyone searching this term29
Quora have excellent SEO so even people outside of Quoras network can be drawn to this answer30
As you can see here, Gloria has over 900,000 views on her answers31
And Quora is our top referral site by a mile32
1 TO 1THE LOW HANGING FRUIT. CONSUMERS ARE ASKING 40,000 A MONTH FOR HELP MAKING SALES DECISIONSTHE BREAKDOWN
14,000 people a month write on social media Can Anyone Recommend 34
30,000 people a month says Where can I buy on social media.
Thats 45,000 people a month asking for help making decisions35
I wanted to calculate the ROI of social lead gen, so I did a study of 100 people who wrote Can anyone recommend on twitter36
Sure as this37
I made research and I made suggestions base on popular reviews38
What was interesting was that people started to Thank me for pitching them products39
Here are the results
64% of the conusmers liked or shared the recommendation I made
39% of them replied with Thank You40
I compared this to email marketing
Above are the industry averages for open rates and click rates41
I compared an email marketing open with a social media like. I think its pretty safe to safe if a consumer clicks like then they read the post
I compared a thank you to a click. 43
What was super interesting is in every recommendation I made, I tagged the company I was recommending. In only 12% of cases, did the brand themselves join the conversation. 45
In 60% of the cases, I was the only person to engage the consumer at all. 46
However, we can see that social is a open playing field. Anyone can jump into every conversation. 47
So here you can see that I recommended a tool. And you see that a competitor also joined the conversation48
Hubspot reports that 35%-50% of all sales opportunities Go to the first responder
So for now, only 40% of these social leads are being engaged, but as social selling becomes more mainstream, it will be the brand that replies first that gets the consumers main attention.50
Thanks for your time and start to find your sales leads today using Brand24.com 51