Building a Social Selling ProgramRalf VonSosen, LinkedIn Sales Solutions

@rvonsosen

Anneke Seley, Reality Works Group

@annekeseley

Presenters

Anneke SeleyCEO, Reality Works Group (formerly Phone Works)

Coauthor, Sales 2.0www.linkedin.com/in/annekeseley@annekeseley

Ralf VonSosenHead of Marketing for Sales Solutions, LinkedInlinkedin.com/in/ralfvonsosen@rvonsosen

Agenda

One view on Social Selling

SMA Study of Social Media in Social Selling

LinkedIn Social Selling Index

Making Social Selling a Reality

4

Been on the course lately?What social selling is not.

LinkedIn Confidential ©2013 All Rights Reserved

Buying process has fundamentally changed.

LinkedIn Confidential ©2013 All Rights Reserved 6

Ralf VonSosenHead of Marketing at LinkedIn Sales Solutions

1,350 1st DegreeConnections on LinkedIn

People buy from People,(1) who understand their business,

(2) understand them,(3) and trust to solve their problems.

“

“

• Leverage Pro Networks• Expanded Company Network• Target Decision-makers

Find Relate

• Focus on Real People• Gather Intelligence• Deliver Relevant Information

Social Selling Changes the Game

Engage

• Leverage Warm Introductions• Meaningful Conversations• Collaborative Buying Process

Jack Clarke

Lucy River

How strong is your Social Selling foundation?

9

“Laggards” “Tip-Toers” “Leaders”

Low High

FindBuy Lists Leverage Professional Networks

Limited to Private Rolodexes Expand to Company Social Network

Spray & Pray to Find Decision-makers Target Decision-makers

RelateSpeed through Contacts Records Focus on Real People

Limited to CRM Record Gather Intelligence with Internet Profile

Pile On More Data Discover More Insight

EngagePound through Cold Calling Leverage Warm Introductions

Push the Sales Pitch Have a Meaningful Conversations

Drive Cookie-cutter Sales Process Collaborate in Buying Process

Low High

Low High

Low High

© Copyright 2012 The Sales Management Association.

Research Conducted by:

Social Media and the Sales Organization

© 2012 The Sales Management Association. All rights reserved.

Slide 11

Adoption: It’s Still Early

Which selection below best describes your organization's efforts to use social media in the sales organization?

© 2012 The Sales Management Association. All rights reserved.

Slide 12

Customer Engagement

Which best describes the engagement of your organization's important customers?

© 2012 The Sales Management Association. All rights reserved.

Slide 13

Firm Engagement

© 2012 The Sales Management Association. All rights reserved.

Slide 14

For what are you using social media?

© 2012 The Sales Management Association. All rights reserved.

Slide 15

How active are you on socialmedia?

3.4

4.0 2.95.3

6.0

© 2012 The Sales Management Association. All rights reserved.

Slide 16

We Have A Social Media Strategy…

© 2012 The Sales Management Association. All rights reserved.

…for my (total) organization … for my sales organization

Slide 17

Sales Force’s Understanding of Social Media

I have received sufficient training from my organization on using social media.

My sales organization has a solid understanding of how to use social media.

© 2012 The Sales Management Association. All rights reserved.

Slide 18

Tremendous Upside for Sales

My sales organization would be more productive our organization had a greater social media presence.

© 2012 The Sales Management Association. All rights reserved.

Introducing …..

LinkedInSocial Selling Index

@linkedinselling

What goes into the LinkedIn Social Selling Index

•Brand

•Reach

•Gather Intelligence

•Contribute Insights

“Laggards”

“Tip-Toers”

“Leaders”

“100”

“0”

Strengthening Brand

21

Extending Reach

Gathering Intelligence

2323

Contributing Insights

24

What goes into the LinkedIn Social Selling Index

•Brand

•Reach

•Gather Intelligence

•Contribute Insights

“Laggards”

“Tip-Toers”

“Leaders”

“100”

“0”

26

How do we compare to competitors?

@linkedinselling

Your Social Selling Index

27

Your Social Selling Index vs. Competitors

28.9Your Social Selling Index

29

How you are already using LinkedIn.

@linkedinselling

Activity – Power vs. Standard

Who is a LinkedIn Power User (Premium Subscriber)?

LinkedInSocial Selling Index

Time to get yours!

@linkedinselling

Get your LinkedIn Social Selling Index

http://linkedinsocialsellingindex.com

33

© 2012. All rights reserved.© 2012. All rights reserved.

Scalable Social Selling: Real World ExamplesAnneke Seley@annekeseleyCEO, Reality Works Group, formerly Phone WorksCoauthor, Sales 2.0

© 2012. All rights reserved.

Real World Results

80% of revenue

88% of pipeline

© 2012. All rights reserved.

Real World Results

Order volume increased 4x.

© 2012. All rights reserved.

What are their stories?

© 2012. All rights reserved.

Where to start?

Who is involved?

Moving from experimentation to scalable process

Who “owns” social media for sales?

How is Social used at different sales cycle stages?

How do you get adoption from sales reps?

Discussion Questions

© 2012. All rights reserved.

Over 1/3 of respondents have already used social media to engage with their vendors. 75% are likely to use social media in the purchase process in the future.

““

From 2011 TeleWeb Buyer Preference Study

Justifying Social Selling to Executives

© 2012. All rights reserved.

Who Can Drive Scalable Social Selling and Results?

Inside Sales Leaders

© 2012. All rights reserved.

Where to start?

Who is involved?

Moving from experimentation to scalable process

Who “owns” social media for sales?

How is Social used at different sales cycle stages?

How do you get adoption from sales reps?

What’s YOUR social selling story?

Presenters

Anneke SeleyCEO, Reality Works Group (formerly Phone Works)

Coauthor, Sales 2.0www.linkedin.com/in/annekeseley@annekeseleysales20book.comrealityworksgroup.com

Ralf VonSosenHead of Marketing for Sales Solutions, LinkedInlinkedin.com/in/ralfvonsosen@rvonsosensales.linkedin.comLinkedinsocialsellingindex.com

Q & A