Post on 04-Jan-2016
description
transcript
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Power Up Sales with Social MediaKnowledge Lab 1:30-2:30 pm
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Today’s Presenter
Rebecca Chanin, Director of Marketing
JK Moving Services, Sterling, Virginia, U.S.
linkedin.com/in/rebeccachanin
linkedin.com/company/jk-moving-services
@RebaChan
@JKMoving
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A Little About Me
25 year career in marketing
Strengths• Digital: search, online display, social media
• Traditional: offline media/creative (TV, radio, print)
• Branding: messaging, visual identity
When I’m not working• Cooking, travel, reading, spending time with family, eating
cheese
• Too much time on social media
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A Little About JK Moving Services
Established 1981
Third largest independent moving company in North America
Residential, commercial, corporate, government customers
Global and domestic moving, storage, corporate relocation, logistics
Headquartered in the metropolitan Washington, D.C. area
Fleet of 350+ pieces of equipment; 15,000+ moves annually
650 trained, vetted moving professionals
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Today’s Topic – Social Selling
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But First, A Few Statistics 77% of business-to-business buyers don’t talk to a salesperson until they’ve done independent
research (Corporate Executive Board)
IBM survey of 1,000 global buyers: 1/3 are using social media to engage with suppliers
72% of salespeople using social selling outperformed their peers and exceeded quota 23% more often (Aberdeen Group)
2.5% = average cold calling appointment rate (Keller Research Center, Baylor University)
84% of prospects will respond to cold-calls or emails when you leverage connections (Kenan-Flagler school of Business, University of Carolina)
LinkedIn stats:
• Total user base: 300,000,000 worldwide
• Continued explosive growth: approximately one million new members every 12 days
• 48% spend more than two hours a week on LinkedIn
• 40% of users check LinkedIn daily
• 65% of users are outside the U.S.
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Social Selling – What Is It & Why do It?
Using social media to interact with prospects and customers
Find, connect with, gain insights, nurture prospects and customers
Grow your business
Provide value via thoughtful/relevant content
Build your personal brand
Platform: most typically, LinkedIn. Depending on your business, product, audience, and message, perhaps Facebook, Twitter, Instagram, etc.
Today, we will focus on LinkedIn.
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Professional head shot
“Headline” with more than just your title and company name
Relevant contact information and web links: company website, blog
Executive summary about yourself
Customize the link to your profile page
Current and past positions with short, descriptive text
Note at least five skills
Education, awards, volunteer work, videos, presentations, etc.
Three recommendations from your network (not all coworkers)
Get Started - Build your LinkedIn profile
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Is bigger, better?
How many connections should you have
Who to ask to be a connection
How should you ask
Connections – Building Your Network
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Define your target audience or key influencersEngage with the audience:
• Post content of interest: blog posts, articles, videos
• Ask your network questions relevant to their work
• Discuss what you learned at a conference or networking event
Goal: at least one post every business dayBest times to post: early or late in the work day
Social Selling – How To Do It
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Five types of LinkedIn Groups
1. Industry Groups – Education, connect with peers, competitive intel
2. Vertical Groups – Industries you’re targeting for sales
3. Local Groups – Connect with communities where you want to build business
4. Professional Groups – Hone your skills
5. Parallel Groups – Share the same target audience that you are pursuing but in a different industry
LinkedIn Groups
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Contribute – Content is King• Join discussions when you can add value
• Post your own questions to the Group
• Add value and educate
• Share links to helpful blog posts, articles, white papers, video
• Be helpful, NOT sales-y
• Be a trusted advisor
I Joined Some Groups – Now What?
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Prospecting
Search for new prospectsSave your searches – LinkedIn notifies you of
new members that fit your criteriaUse your network for intel and/or to make
introductions
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Preparing
Go into meetings smarterEducate yourself about your prospect, their
company, news in their industry If the prospect (or company) uses Twitter, it may
be noted on their profile• Twitter feeds can be a wealth of info
Go back to your Groups and brush up
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Recap
Invest time to create a robust LinkedIn profile page
Connect with courtesy
Define your audience, seek them out, and cater to them
Post thoughtful content often
Join relevant Groups and contribute to the conversations
Use LinkedIn Search and save your searches for prospecting
Conduct LinkedIn research to prepare for meetings