Date post: | 16-Apr-2017 |
Category: |
Marketing |
Upload: | vibrio-kommunikationsmanagement-dr-kausch-gmbh |
View: | 1,932 times |
Download: | 1 times |
01What is social selling?
03LinkedIn as a social selling
platform
05Challenges facing
social sellers
02Why social selling?
04A social selling campaign
© vibrio 2016 http://vibrio.eu 2
“Social selling is a sales strategy
using the social media
marketing mantra of directly
connecting with potential
customers and partners, their
expressed needs and interests.
It focuses on sustainable
customer relationships, not
quick one-off purchases.”
© vibrio 2016 http://vibrio.eu 4
What is social selling?
Definition
Basics of social selling
Social media CRM
Content marketing
Functions of social selling
Lead generation
Cross selling
Avoiding cold calls
B2B and B2C
The more complex and high-end
a product, the more relevant
social selling becomes
© vibrio 2016 http://vibrio.eu 5
How does social
selling work?Lead identification
Lead monitoring
Content creation
Lead contacting
Relation management
In an age of informational overload and increasing sales pressure, potential customers actively seek to avoid offers for dialogue.
Cold calling gets harder.
Needs are less often clearly defined, but developed during communication.
Sales success depends increasingly on relationships of trust, which means establishing sustainable customer relationships.
In the age of referral marketing, open dialogue has to start with personal lead generation for 1-to-1-relations.
© vibrio 2016 http://vibrio.eu 7
Why use social selling?
Titelmasterformat durch
Klicken bearbeiten
We are being barraged by more and more branded messages.
? brands daily
Up to ? acts of communication per day
We become over-saturated.
We hate and avoid advertisements.
We react poorly to arrogance, ignorance and bad service.
We react emotionally.
We place our trust in peer groups.
We are online and socially networked.
We are „Customer 2.0“
© vibrio 2016 http://vibrio.eu 8
The foundation:
referral marketing
1,000
10,000
Internet and social media arebecoming dominant sources ofinformation.
Everybody is talking to each other, all the time and everywhere.!
Around 50 percent rely on personal recommendations when makingpurchasing decisions.
This is why „Experience“ and„Stories“ are playing such a large role today.
All this is true for B2B as well.
© vibrio 2016 http://vibrio.eu 9
The foundation:
storytellingTell me a fact
and I’ll learn.
Tell me a truth
and I’ll believe.
But tell me a
story and it will
live in my heart
forever.
Our communication structures itself
according to the media
© vibrio 2016 http://vibrio.eu 10
The „good old days “
By the fireside
Modern, pre-internet
Broadcasting
Web 1.0
The websites
Web 2.0
Social media
From customer communication to customer experience
© vibrio 2016 http://vibrio.eu 11
Customer
communication
Customer
satisfaction
Customer
lifecycle
Customer
experience
Global: 408 million members
Europe: 102 million members
Germany: 5.280 million
Switzerland: 1.845 million
Austria: 0.776 million
UK: 21 million
France: 11 million
USA: 117 million
© vibrio 2016 http://vibrio.eu 13
LinkedIn is the leading
global business network
Germany
LinkedIn: 5.3 million
Xing: 8.2 million
Switzerland
LinkedIn: 1.8 million
Xing: 0.7 million
Austria
LinkedIn: 0.8 million
Xing: 0.7 million
© vibrio 2016 http://vibrio.eu 14
LinkedIn is firmly established
alongside XING in DACH
LinkedIn usage leads in 26 out
of 30 enterprises
Exceptions:
Commerzbank
Daimler
Deutsche Post
Fresenius
© vibrio 2016 http://vibrio.eu 15
LinkedIn dominates among
large German corporations
Owners: 186 thousand
Vice presidents: 155 thousand
Executive board: 69 thousand
Directors: 129 thousand
----------------------------------
All leadership positions: 1.46
million
© vibrio 2016 http://vibrio.eu 16
LinkedIn dominates among
German CxO-level
LinkedIn is integrated into
numerous independent tools
Slideshare
Hootsuite
Outlook
Soon: Microsoft Dynamics (?)
Superior social selling
Sales Navigator
Pulse
Multilingual personal and
company profiles
© vibrio 2016 http://vibrio.eu 17
LinkedIn has the better
social selling tools
Recruiting and employer branding
(Employee) branding
Advertisement (targeting)
Corporate publishing (incl. blog)
Lead generation and -nurturing
Lead identification
Lead generation
Opinion leader identification
1:1-communication with
Leads
Customers
Partners
Opinion leaders
© vibrio 2016 http://vibrio.eu 18
LinkedIn is a
multifunctional tool
Pull Communications
Employee profiles
Multi-lingual company profiles
Showcase pages
Look up personal profiles
Request referrals
Publish Pulse articles
Push Communications
Groups: dialogue oriented
Post news to specific target audiences
No edge rank
LinkedIn campaigns
© vibrio 2016 http://vibrio.eu 19
Options in lead
management
Lead identification
Lead generation
Opinion leader identification
1:1 communication with
Leads
Customers
Partners
Opinion leaders
© vibrio 2016 http://vibrio.eu 21
Goals of a social selling
campaign
Business or casual
Focused profile picture in front of a neutral or out-of-focus background
Smiling won‘t hurt
Head tilted to the left (center screen)
Looking at camera or imaginary communication partner
Optional: vivid gesture
Optional: truncated
Steer clear of green background
© vibrio 2016 http://vibrio.eu 22
Step 1: Optimize personal
portraits
Header image
Create multi-lingual profile
Create Pulse entries
Add work examples (ideally: Slideshare)
Generate attention with private interests
Include contact data and publications
Create team projects
Confirm skills and expertise, get acknowledged.
© vibrio 2016 http://vibrio.eu 23
Step 2: optimize personal
profile pages
Search options depend on accounttype
Name
Keywords
Company
Location
---------------------------------------
Industry
Experience
Function
Carrier level
Interests
Company size
© vibrio 2016 http://vibrio.eu 24
Step 3: find potential leads
Premium search:
Search incl. CRM
Create accounts for target enterprises
Create lead profile for target contact
Benefit from lead recommendations
Evaluate news and updates for triggering contact
Use new job notifications
Analyze profile visitors
© vibrio 2016 http://vibrio.eu 25
Searching with Sales
Navigator
Keep track of LinkedIn activity of leads or their companies
For identifying the topics relevant to target audiences
For determining the best moment for contacting
Tools:
Top updates on „home page“
Top accounts on HP
Social index
Last viewed
© vibrio 2016 http://vibrio.eu 26
Step 4: Monitoring
Based on potential leads‘
researched topics
Platforms:
Own LinkedIn updates
Own LinkedIn Pulse entries
Own Slideshare publications
Company profile and updates
Showcase pages
External links
© vibrio 2016 http://vibrio.eu 27
Step 5: Publish original
content
Central tool for initial lead
contact
News to non-contacts
Number of inMails depending
on accounts
Refer to original content
“I liked your update about xy. This
might be of interest to you: I myself
published this about the issue…”
© vibrio 2016 http://vibrio.eu 28
Step 6: contact through
InMail
Pulse = the LinkedIn blog system
Option 1
Publish long-form entries through profile page
Target audiences
Own contacts
Pulse topic subscribers
Option 2
Using the company page as a publication platform
Integrate InShare Widget in website
Apply for publisher status in LinkedIn
© vibrio 2016 http://vibrio.eu 29
Tool 1: LinkedIn Pulse
Slideshare is LinkedIn‘s publishingplattform
Powerpoint files
Pdf files
Video files
Integration
In LinkedIn profile
In Pulse entries
In websites and blogs
Advantages
High Google visibility
Native search
High LinkedIn visibility
Integrated lead generation
Good statistical analysis
© vibrio 2016 http://vibrio.eu 30
Tool 2: LinkedIn Slideshare
Own LinkedIn groups can keep
track of activated leads.
LinkedIn groups can be an asset
for lead identification.
German LinkedIn groups are
not among the most active.
© vibrio 2016 http://vibrio.eu 31
Tool 3: LinkedIn groups
“Contact auctions“ similar to
Google Ads
Advantages
Adresses up to date
Targeting
Safe from litigation
Recommended price
CPM 2.50 € - 3.65 €
CPC 2.34 € - 3.15 €
© vibrio 2016 http://vibrio.eu 32
Tool 4: LinkedIn campaigns
A multi-platform publishingtool
Using content on and beyondLinkedIn without additional effort
LinkedIn, Twitter, Facebook, Google+, Instagram, YouTube …
Automated and optimizedscheduled distribution
Team process
Incl. monitoring tools
© vibrio 2016 http://vibrio.eu 33
Tool 5: Hootsuite
Workings of a social selling campaign with LinkedIn
Overview
© vibrio 2016 http://vibrio.eu 34
Company profilePull
Mkt
g
Showcase pagesPull
Mkt
g
Personal profilesPull
MV
LinkedIn PulsePull
Sale
s
Lead identification
Push
Sale
s
Lead management
Push
Sale
s
Company
Potential customerGroup mgmt.
Push
Mkt
g
Pub
lishin
g
LinkedInAds
Mkt
g
Push
LinkedIn SlidesharePull
Mkt
g
Sales must generate leads for itself
Marketing must prepare content for sales
Customers and partners define issues and topics
Topics become more diverse
High demands on emotionalizationand personalization
Storytelling is more complex than egocentric marketing
Boundaries between sales- and brand-oriented communications dissolve
© vibrio 2016 http://vibrio.eu 36
Social selling is
communication 4.0
Social selling is storytelling and demands “issues
sophistication”From egocentric to issues leader
© vibrio 2016 http://vibrio.eu 37
Autistic PR
Products
Companies
Trade fairs/events/
awards
Partner oriented
PR
Customer Win
Reference stories
Co-operations
Employer Branding
CSR
Issues oriented
PR
Industry issues
Industry trends
Technological trends
It is about
The corporate identity
The corporate story
The story needs to fit like a
tailor-made suit
Whoever designs the story acts
as style consultant for the
corporation
© vibrio 2016 http://vibrio.eu 38
Social selling requires
emotion
Brands gain credibility
As a measure of credibility in the age of informational overload
As a vehicle of emotion
As amplifiers in a multi-tiered (sales-) decision process
Employees become brands
They own the most valuable channels
They own the “contacts”
© vibrio 2016 http://vibrio.eu 39
Social selling makes brands
out of employees
A new approach to
communication
New competences for
employees
New internal business
processes
A new distribution of tasks
among sales and marketing
New tools
© vibrio 2016 http://vibrio.eu 40
The requirements for social
selling are high
@all images vibrio except as stated
Slides 35-37: © Robert Kneschke - stock.adobe.com
Slide 38: © Sebastiano Fancellu - stock.adobe.com
Slide 39: © Gerd Gropp - stock.adobe.com
Slide 40: © lassedesignen - stock.adobe.com
Slides 1-5, 20: © gigra - stock.adobe.com
Slides 6-7: © Bits and Splits - stock.adobe.com
Slide 8: © kallejipp - photocase.com
Slide 12: © Katego - stock.adobe.com
Slide 13: © manley099 - istockphoto.com
Slide 15: © JFL Photography - stock.adobe.com
Slide 16: © IS_ImageSource - istockphoto.com
Slide 17: © vege- stock.adobe.com
Slide 18: © Stefano Garau - stock.adobe.com
Slide 19: © Sergey Nivens - istockphoto.com
Slide 21: © kallejipp - photocase.com
Slides 24-25: © kallejipp - photocase.com
Slide 26: © Santiago Cornejo - stock.adobe.com
Slide 27: © On-Air - stock.adobe.com
Slide 29: © Saklakova - istockphoto.com
© vibrio 2016 http://vibrio.eu 42