Social Selling Action Plan

transcript

#HootConnect • @eskimon & @HootsuiteAPAC • 1&

AN ACTION PLAN FORSOCIAL SELLINGPREPARING FOR EFFICIENT, EFFECTIVE & COMPELLING CUSTOMER ENGAGEMENT

SIMON KEMP • we are social • JULY 2017

SIMON KEMP@eskimon

TODAY1. CONTEXT: THE STATE OF DIGITAL

2. THE RATIONALE FOR SOCIAL SELLING3. PLANNING FOR SOCIAL SELLING SUCCESS

4. MARKETING’S ROLE IN SOCIAL SELLING5. A SOCIAL SELLING PLAN FOR SALESPEOPLE

6. OPERATIONAL CONSIDERATIONS7. MEASURING SOCIAL SELLING ACTIVITIES

CONTEXT

MORE THAN 1.5 BILLION PEOPLE OF WORKING AGE IN APAC USE SOCIAL MEDIA EACH MONTH

Sources: Facebook; Tencent; U.S. Census Bureau

5 IN 6 C-LEVEL EXECS USE SOCIAL MEDIA TO INFORM THEIR B2B BUYING DECISIONS

Source: IDC, “Social Buying Meets Social Selling”

AS A RESULT, SOCIAL SELLING IS ONE OF THE MOST VALUABLE OPPORTUNITIES IN DIGITAL

BUT WHAT IS SOCIAL SELLING?

Social selling is the process of building and nurturing one-to-one relationships that enable a more

efficient and effective sales cycle.

SOCIAL SELLING IS NOT ABOUT DRIVING ONE-OFF SALES WITH ‘DIRECT RESPONSE’ ACTIVITIES

IT’S ABOUT DELIVERING RECURRING VALUE BY NURTURING ENDURING RELATIONSHIPS

SOCIALSELLING

RATIONALE& BENEFITS

SOCIAL SELLING CAN ADD VALUE AT EVERY STEP OF AN ORGANISATION’S SALES JOURNEY

ADDING VALUE THROUGHOUT THE JOURNEY

SOCIAL LISTENING CAN IDENTIFY VALUABLE NEW CUSTOMERS AND SALES

OPPORTUNITIES

CONTENT MARKETING INSPIRES CUSTOMERS TO CONTACT THE BRAND AT

CRITICAL VALUE MOMENTS

IDENTIFYINGPROSPECTS

INBOUND LEADGENERATION

SOCIAL LISTENING CAN REVEAL SPECIFIC

CUSTOMER ENGAGEMENT OPPORTUNITIES

CONTEXTUALOUTREACH

FACILITATES THE MOVE FROM ONE-OFF SALES TO ONGOING MUTUAL

VALUE CREATION

CRM & CLTVMANAGEMENT

SOCIAL SELLING BUILDS LONG-TERM BRAND EQUITY AND DRIVES SHORT-TERM SALES

CRITICALLY, SOCIAL SELLING ADDS VALUE TO THE ORGANISATION’S BOTTOM LINE

DOING THE RIGHT THINGSOPTIMISED ACTIVITIES ARE MORE

LIKELY TO CONVERT TO SALES

DOING THOSE THINGS RIGHTTARGETED ACTIVITIES REDUCE THE

COSTS OF DELIVERING THOSE SALES

EFFECTIVENESS EFFICIENCY

SOCIAL SELLING DELIVERS A ‘DOUBLE-WHAMMY’

PLANNINGFOR SUCCESS

SOCIAL SELLING IS A MULTI-TEAM EFFORT, SO BREAKING DOWN SILOES IS ESSENTIAL

5 STEPS

#1: IDENTIFY YOUR ORGANISATIONAL GOALS, AND SET S.M.A.R.T. OBJECTIVES AND TARGETS

#2: IDENTIFY THE HIGHEST-VALUE NEEDSOF YOUR CUSTOMERS AND PROSPECTS

#3: IDENTIFY YOUR OWN ORGANISATIONAL IMPERATIVES (E.G. LAUNCHES, REBRANDING)

#4: TRANSLATE CUSTOMER & INTERNAL NEEDS INTO OVERARCHING ‘BRAND NARRATIVES’

EXAMPLES OF ‘BRAND NARRATIVES’

STATISTICS AND DATA THAT MARKETERS NEED

TO MAKE DECISIONS

TRACKING CHANGES IN TECHNOLOGY AND

CONSUMER BEHAVIOUR

DATAREPORTS

TRENDS ANDFORECASTING

ADVICE AND GUIDANCE ON HOW TO TACKLE

COMMON CHALLENGES

HOW-TOGUIDES

#5: IDENTIFY SOCIAL SELLING KPIS AND AN ASSOCIATED MEASUREMENT APPROACH

NOTE: MEASUREMENT PLANS ARE DEPENDENT ON YOUR SPECIFIC OBJECTIVES AND CONTEXT

NEXT, AGREE SOCIAL SELLING ROLES AND RESPONSIBILITIES ACROSS DIFFERENT TEAMS

MARKETING

SOCIAL SELLING DOESN’T REPLACE CONTENT MARKETING; IT ADDS DISTINCT NEW VALUE

ASSETS DESIGNED FOR SHARING WITH BROADER AUDIENCES VIA THE

BRAND’S DIGITAL PROPERTIES

ASSETS DESIGNED TO HELP SALES TEAMS ENGAGE IN ONE-TO-ONE INTERACTIONS VIA

THEIR OWN SOCIAL PROPERTIES

CONTENTMARKETING

SOCIALSELLING

TWO DISTINCT TYPES OF ASSET

EMPLOYEE SHARING vs. BRAND SHARING

WE’RE 3 TIMES MORE LIKELY TO TRUST CONTENT SHARED BY PEOPLE WE KNOW THAN

CONTENT SHARED BY BRANDS

WE’RE 8 TIMES MORE LIKELY TO ENGAGE WITH CONTENT

SHARED BY EMPLOYEES THAN CONTENT SHARED BY BRANDS

3x 8xWE’RE 24 TIMES MORE LIKELY

TO RE-SHARE CONTENT SHARED BY EMPLOYEES THAN CONTENT SHARED BY BRANDS

24xLEADS GENERATED BY

EMPLOYEES CONVERT 7 TIMES MORE FREQUENTLY

THAN OTHER KINDS OF LEADS

7xMORE TRUSTWORTHY MORE ENGAGING MORE LIKELY TO SHARE BETTER CONVERSION

Sources: Nielsen; Smarp; Technerati; LinkedIn

YOUR SOCIAL SELLING ASSETS WILL BE SHARED BY SALESPEOPLE, NOT BY BRAND MARKETERS

DESIGN SOCIAL SELLING ASSETS TO ADD VALUE TO YOUR SALESPEOPLE’S ACTIVITIES

BUT HOW DO YOU KNOW WHAT WILL ADD THE GREATEST VALUE?

#1: UNDERSTAND THE VALUE THAT YOUR CUSTOMERS AND PROSPECTS WANT

USE SOCIAL LISTENING ACROSS YOUR VARIOUS AUDIENCES TO INFORM THIS STEP

#2: UNDERSTAND THE OUTCOMESTHAT YOUR SALESPEOPLE WANT

BENEFITS TO INDIVIDUAL SALESPEOPLE

QUICKER AND EASIER DELIVERY OF MORE

FREQUENT AND HIGHER-VALUE OUTCOMES

THE CHANCE TO GAIN VISIBILITY, VALIDATION AND RECOGNITION FOR WORK, INTERNALLY & EXTERNALLY

DELIVERY OFKPI OUTCOMES

PROFESSIONALRECOGNITION

BUILDING A STRONGER PROFESSIONAL IDENTITY

THROUGH THOUGHT LEADERSHIP & NETWORKS

PERSONALBRANDING

USING A COMBINATION OF THESE BENEFITS TO

DEMONSTRATE VALUE AND SECURE PROMOTION

CAREERPROGRESSION

#3: DESIGN ASSETS TO SATISFY THESE NEEDSAND BUILD BRAND CONSISTENCY AND EQUITY

DIFFERENT TYPES OF VALUABLE CONTENT

FACTS AND NEWS THAT HELP PEOPLE MAKE NEW OR BETTER DECISIONS THAT THEY CARE ABOUT

EXPERIENCES THAT ATTRACT PEOPLE’S

ATTENTION & ENGAGE THEIR EMOTIONS

INFORMATION ENTERTAINMENTCONTENT THAT HELPS

PEOPLE BELIEVE IN THEMSELVES AND TRY NEW THINGS

INSPIRATIONRESOURCES THAT HELP PEOPLE ACQUIRE NEW

SKILLS OR ENHANCE THEIR CAPABILITIES

EDUCATION

DESIGN CONTENT FOR DIFFERENT CONTEXTS

SMALL, STANDALONE CONTENT DESIGNED

TO MAXIMISE BREADTH

CONTENT ELEMENTS THAT CAN BE COMBINED TO

TELL DIFFERENT STORIES

DANDELIONSEEDS

BUILDINGBLOCKS

‘LEITMOTIF’ CONTENT THAT TELLS A SIMILAR STORY IN

NEW WAYS OVER TIME

RECURRINGREINFORCEMENT

THERE’S A SIMPLE PROCESS TO HELP SALESPEOPLE HARNESS SOCIAL SELLING TOO

#1: CLARIFY YOUR INDIVIDUAL KPIS, AND MAP OUT CHALLENGES YOU NEED TO OVERCOME

#2: IDENTIFY THE OPTIMUM CHANNEL MIX FOR YOUR SPECIFIC SOCIAL SELLING GOALS

SELECTING THE RIGHT CHANNELS FOR YOU

THE ABILITY TO REACH A VARIETY OF CUSTOMERS AND PROSPECTS ON A

TIMELY & REGULAR BASIS

THE ABILITY TO SHARE CONTENT AND ENGAGE

PEOPLE AT EACH STAGE OF THE ‘BUYER JOURNEY’

AUDIENCEREACH

CONTEXTUALENGAGEMENT

THE TIME, MONEY AND EFFORT REQUIRED TO MANAGE &

TRACK ACTIVITIES ACROSS EACH PLATFORM

RESOURCEREQUIREMENTS

#3: ENSURE THAT YOUR SOCIAL PROFILES ESTABLISH YOUR DESIRED PERSONAL BRAND

THE ABSOLUTE BASICS OF LINKEDIN

USE YOUR FULL, REAL NAME SO THAT IT’S EASY

FOR PEOPLE TO FIND YOU

USE A PROFILE PHOTO THAT CONVEYS A PROFESSIONAL

IMAGE AND PERSONAL ‘BRAND’

NAME PHOTOADD YOUR JOB TITLE, COMPANY, INDUSTRY, AND HOME LOCATION

TITLECRAFT A BIO THAT TELLS PEOPLE SOMETHING ABOUT WHO YOU ARE, BEYOND JUST YOUR JOBS

USE THIS SECTION TO OUTLINE YOUR CURRENT ROLE AND

THE ORGANISATION(S) YOU CURRENTLY WORK FOR / WITH

USE THE ‘SUMMARY’ SECTION TO INTRODUCE YOURSELF:

YOUR EXPERIENCE, EXPERTISE, INTERESTS, AND PERSONALITY

USE THE LOCATION OF YOUR HOME OFFICE. THIS DRIVES

SEARCH RESULTS, SO PRIORITISE ACCURACY

ADDING DETAILS OF WHERE YOU STUDIED CAN HELP

REINFORCE CREDIBILITY AND CONNECT YOU TO ALUMNI

USE A RECENT PHOTO THAT CLEARLY SHOWS YOUR FACE AND THAT REINFORCES YOUR

‘PROFESSIONAL BRAND’

USE YOUR FULL, REAL NAME AS YOU’D USE WHEN INTRODUCING YOURSELF IN A PROFESSIONAL CONTEXT

7 CHOOSE A DISTINCTIVE BACKGROUND IMAGE THAT CREATES THE RIGHT ‘ATMOSPHERE’ FOR VISITORS TO YOUR PROFILE, AND CONVEYS SOMETHING ABOUT YOUR PERSONALITY

LINKEDIN’S PROFILE COMPLETENESS TIPS AND SOCIAL SELLING INDEX CAN HELP YOU ‘POLISH’

https://www.linkedin.com/sales/ssi

#4: BUILD YOUR NETWORK BY PROACTIVELY CONNECTING WITH RELEVANT INDIVIDUALS

#5: DEVELOP A PUBLISHING PLAN THAT ALLOWS YOU TO TAKE YOUR AUDIENCE ON A JOURNEY

#6: ENGAGE IN CONVERSATION, AND LOOK FOR OPPORTUNITIES TO ADD NEW VALUE

OPPORTUNITIES ARE EVERYWHERE

CONVERSATIONS AROUND CONTENT

YOU’VE POSTED

CONVERSATIONS ON YOUR ORGANISATION’S BRANDED PROPERTIES

CONTENTYOU SHARE

BRAND TEAMACTIVITIES

CONVERSATIONS ON YOUR CUSTOMERS’ BRAND OR PERSONAL PROPERTIES

CUSTOMERS’CONTENT

CONVERSATIONS ON THIRD-PARTY PROFILES

AND PROPERTIES

THIRD-PARTYCONTENT

USE SOCIAL LISTENING TO IDENTIFY POTENTIAL CONVERSATIONS AND RELEVANT TRENDS

THINK AND BEHAVE LIKE A CONCIERGE AT A FIVE-STAR HOTEL FOR MAXIMUM IMPACT

TRAITS OF A GREAT SOCIAL SELLER

BE USEFUL; SHARE THINGS THAT YOUR

AUDIENCE NEEDS, NOT JUST WHAT HELPS YOU

BE ENTHUSIASTIC; GO THE EXTRA MILE TO LOOK

FOR OPPORTUNITIES TO ADD NEW VALUE

HELPFUL PROACTIVEBE HUMAN; SHOW

SOME PERSONALITY TO AVOID APPEARING LIKE A CORPORATE DRONE

GENUINEBE SOCIABLE; CONNECT PEOPLE TO EACH OTHER AND INVITE OTHERS TO

JOIN THE CONVERSATION

INCLUSIVE

#7: DEVELOP A MEASUREMENT APPROACH THAT HELPS YOU OPTIMISE FUTURE ACTIVITIES

USE PLATFORM INSIGHTS TO UNDERSTAND WHO ENGAGES WITH WHAT, WHERE, AND WHEN

WHEREVER POSSIBLE, KEEP A CENTRAL RECORDOF INTERACTIONS TO INFORM CRM EFFORTS

OPERATIONALCONSIDERATIONS

ELEMENTS OF A SOCIAL SELLING SOLUTION

A CENTRAL ‘HUB’ FOR HOSTING AND

ACCESSING SOCIAL SELLING CONTENT

A WAY TO LET SALES TEAMS KNOW ABOUT NEW CONTENT AND RELEVANT ACTIVITIES

HOSTING NOTIFYINGTRAINING AND BEST

PRACTICE RESOURCES FROM ACROSS THE

ORGANISATION

ENHANCINGA WAY TO TRACK

INTERACTION WITH DIFFERENT SALES-

PEOPLE OVER TIME

TRACKING

THE ‘3TS’ OF EMPOWERING SOCIAL SELLERS

PROVIDING ACCESS TO THE SOCIAL MEDIA AND CRM TOOLS

THAT SELLERS NEED TO BUILD AND MANAGE RELATIONSHIPS

HELPING SOCIAL SELLERS TO DEVELOP THE SKILLS REQUIRED TO IDENTIFY AND ENGAGE IN

VALUABLE OPPORTUNITIES

TOOLS TRAININGENSURING SOCIAL SELLERS

HAVE ENOUGH TIME TO BUILD VALUABLE RELATIONSHIPS AND MANAGE CONTENT ACTIVITIES

MEASUREMENT

SELECT KPIS THAT MEASURE ORGANISATIONAL VALUE, NOT JUST CONTENT PERFORMANCE

MEASUREMENT ACTIVITIES SHOULD INFORM IMPROVEMENTS, NOT JUST REPORT THE PAST

SIMON KEMP

@ESKIMON

SIMON.KEMP@WEARESOCIAL.COM

+65 9146 5356

WEARESOCIAL.COM

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