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Sales 2.0 RED SHOES PR, INC. 1
| Date post: | 01-Nov-2014 |
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Sales 2.0 RED SHOES PR, INC.
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Today’s agenda Social Media Overview
What is thought leadership?
Why social media?
Social media and sales
Social media etiquette
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Social media defined Internet-based tools used for sharing and
discussing information among people
Activities that integrate technology, social interaction and the construction of words, pictures, videos and audio
Information depends on the varied perspectives and “building” of shared meaning among communities
- Wikipedia
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Shift of power The power to define and control a brand
is shifting from corporations and institutions to individuals and communities
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Social media is a conversation Social media is a conversation
online
Look who’s talking: your colleagues your prospects your employees your critics your fans your competition.... anyone who has Internet
access and an opinion.
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Social media is a channel The conversation on Social
Media is not: o controlled o organized o “on message”
The conversation is: o organic o complex o speaks in a human voice
Social media is not a strategy or a tactic – it’s simply a channel
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Why you should care about social media o 87% trust a friend’s recommendation over a critic’s
review - Marketing Sherpa
o 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research
o 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
* Slide courtesy of Digital Influence Group
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More on why you should care Even if your company is not using social media
the conversation is taking place anyway
Your company should be a part of the on-going dialogue
People expect more than just a Web site … they are seeking companies who are engaged, who show personality
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Social media o Social Networking
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Wikis
o Virtual Reality
o Related: o Podcasts
o Real Simple Syndication (RSS) o Social Media Press Release
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More than just a trend Social media sites are the fastest-growing
category on the Web, doubling traffic over the last year.
o 73% of active online users have read a blog o 45% have started their own blog o 39% subscribe to an RSS feed o 57% have joined a social network o 55% have uploaded photos o 83% have watched video clips
Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries
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Getting started in social media … with a purpose Create brand awareness (online) by becoming
an active contributor
The more active you are online, the easier it is for people to find you via Google
You know your business, provide thought leadership content—address pain points!
How does your prospect find you online?
Drive people to your website so you can engage and generate sales
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How do people make purchasing decisions today? Information gathering through …
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Your website is the hub! The influence of professional services
websites on purchasing decisions has increased significantly over the past four years. According to the survey, 74% of buyers report the provider’s website holds at least “some influence” over their ultimate decision to buy services from the provider.
Raintoday.com survey
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What is thought leadership? According to commentators such as Elise Bauer,
a distinguishing characteristic of a thought leader is "the recognition from the outside world that the company deeply understands its business, the needs of its customers, and the broader marketplace in which it operates
Source: wikipedia
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Thought leadership example … Humana http://www.youtube.com/
user/staysmartstayhea1thy
A treasure trove of helpful content that explains health insurance
And along the way, the content drives brand awareness, positioning … online and offline
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Think of your website as the online front door of your business What are you going to do to
get them there?
Drive traffic through social media
Compelling content
In-person networking
Sales calls
Use backside analytics
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Your prospects begin looking … They think of who they
remember… brand recall
Google search
Who shows up online?
Review website … content helpful?
Does it address a prospect’s pain points?
Is the tone of voice welcoming like a person or cold like a wall?
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Social Media is a powerful sales tool Most likely your company
already has content
Take that content, personalize it
Get it online
Use it in a blog
Give it a voice
Seed it with key words
Tip: Today’s consumers respond to timely and relevant content
For example, how are you explaining health care reform to your clients?
Are you educating? Or, are you staying quiet? Sending a newsletter?
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Identifying leads online through Linkedin
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Look and listen
Actively participate in Linkedin through groups, discussions, message boards, status boards (you get what you share)
Search employers/people, your target list
Make connections directly or ask someone to provide you with an opening
Look at who’s looking at you!
Research your prospects before, during and after Before you make that sales
call
Do your research
Is your contact on Linkedin?
Is their business on Facebook
Are they on Twitter?
Get to know your prospect
Monitor their conversations (listening!)
Tip: Use Linkedin’s search function to find companies and company contacts
Tip 2: Look at people in your network to see who they are connected to … they can make introductions for you!
Tip 3: Go to the right hand corner of your linkedin profile and seek who has been checking you out.
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Facebook … a sales tool? Information gathering for your
sales lead funnel
Become a part of their community
Look for opportunities to engage in conversations
Listen to the conversations
In Appleton alone there are more than 500 businesses with Facebook “fan (now “like”) pages!!!
Tip: Search by key terms on Facebook ie., by location
Fastest growing demographic on FB? Women and ages 35 and older
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Is Twitter really relevant to sales? Yes! Get smarter!
Use it as another research tool
Listen to what people are saying about your industry … pain points
Search key words
Ie., health insurance, your company name, trending topics
Tip: Use a third party application for Twitter to monitor key words
Twilerts
Hootsuite
Pluggio
Tip 2: Twitter content is now searched by Google
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Getting started with marketing’s help • Take it slow: Find where your
audience is participating and indentify the influencers
• Read industry blogs (including comments)
• Listen before participating
• Try a variety of social media tools
• Be yourself, make some friends and share
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Social media etiquette o Avoid puffery
(people will ignore it)
o Avoid evasion and lying (people won’t ignore it)
o Always disclose who you are and where you work
o Admit your mistakes right away
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Sharing = thought leadership o Don’t be afraid to share:
businesses, like people, need to share information to get the value out of social media
o Make your content easy to share
o Incorporate tools that promote sharing: o RSS is a way for content publishers
to make blog entries, news headlines, events, podcasts and other content available to subscribers
o an effective way to distribute your content and lead users back to your Web site
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Be personal o Don't shout. Don't broadcast.
Don’t brag
o Speak like yourself – not a corporate marketing shill or press secretary
o Personify your personal brand – give people something they can relate to
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Content is king o Think like a contributor, not a marketer
o Consider what is relevant to your audience before contributing
o Don’t promote your product on every post
o Win friends by promoting other people’s content if it interests you
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Accept criticism o Don’t try to delete or
remove criticism (it will just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanation and legitimate solution
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Pop quiz How do people gather
information today?
What’s one monitoring tool you can use?
What is thought leadership?
Who is completely overwhelmed?
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