Corning Cable Systems Social Media for Sales

transcript

How Social Media and Social Networking are Turning Sales and Marketing Upside-down

@sjagger @shanegibson

SociableBook.com @shanegibson @sjagger

“I think that’s going

to break.”

“The Customer Owns Your Brand”

The Future is Now•Nearby restaurants

• Shopping

•Community workforce breakdown

• Schools

•Housing inventory and stability

•Crime rates

• Past pricing and sales on the home itself

Better Homes and Gardens

We Still Use Old Media

600 million

100 Million

100 million updates/day

1Billion Views/Day

Business-to-Business Decision

Makers•…69% of B2B buyers use social networks

“primarily for business networking and development.”

•…Stereotypes may have C-level executives delegating research to others, but the study reveals that 53% prefer to search the Web and locate information themselves. – Google and Forbes Insights Study (2009)

“It’s not about B2B or B2C it is really about person to person.”

The Reverse Drip

Rules of Engagement

#1 Stop pitching and start connecting

#2 Doers win in the game of social media

#3 It’s not about you

#4 Be fearless in your contribution to community

#5 Don’t be a social spammer, engage

#6 Be authentic

#7 Be consistent

Boeing

Mediadecoder.com:

“Like many large companies we do not accept unsolicited ideas. Experience showed that most ideas had already been considered by our engineers and that there can be unintended consequences to simply accepting these ideas. The time, cost and risk involved in processing them, therefore, were not justified by the benefits gained.” - Boeing

Nano-markets

George Moen – CEO, Blenz Coffee

What Platforms?

Use Multiple Channels

Engagementdb.com

Who blogs anyway?

Maximize Consumption

LinkedIn nano-markets

LinkedIn Toolbar

Share to nano-markets & individuals

Comment on your contacts’ status

Take it one step further

Multiple Platforms

Social media

marketing is about LISTENIN

Tweets tell the future•Computer scientists studied 3 million tweets

•25 movies (including Avatar)

•Tweet frequency could be used to accurately predict the box office takings

•Content of the messages predict ongoing success.

•"Our predictions were incredibly close," Bernardo Huberman, head of the social computing lab at HP

Listeninghttp://Search.twitter.com

http://Google.com/alerts

http://Blogsearch.google.com

http://facebook.com/search

http://www.linkedin.com/signal/

Sales Cycle

RelationshipBuildingModel

WarmingUp

The Call

1Breaking

TheIce

UncoveringBuyingMotives

TheSales

Proposal

HandlingObjections

ClosingTheSale

Add-onsAnd

Up Sells 7 2

Invite and EngageAt Every Step

IntegrationMake it part of your daily activities

Start pulling listening feeds

Engage, Lead, and Contribute

Make it real at least once a week

Rapport & Value = Mind Share = Wallet Share

Getting Real

Launch Plan1. Identify Your Goal

2. Identify Your Target Audience and your Nanotribes

3. Pick the Right Platforms

4. Map out Social Etiquette and Policy

5. Implement Listening and Engagement Strategy

6. Know Core Pains, Dreams, and Goals

7. Uniquely Communicate Solutions Mixing Marketing and Community

Resources

http://closingbigger.net

http://socialized.me

http://twitter.com/shanegibson