1. Presentation Information
 Presentation Title: How Social Media Works in Channel Sales
 Subject Matter: John will provide strategies and tactics that attendees can implement to incorporate social media
into their sales process. John will discuss finding and connecting with prospects online, providing relevant content,
and generating leads & sales.
 Date: Monday, October 8th
 Time: 4:00 PM to 5:00 PM
 Location: Booth #4461
 Audience: Marketing, Sales, Management, Executives

2. How Social Media Works for the Channel
By John Foley, Jr.
CEO, Grow Socially and interlinkONE

3. First… THANK YOU!
• For Being Here!
• For Being Willing to Learn and
Engage!
• For Liking My Boston Accent!

4. Today’s Overview
• Brief Introduction
• The Marketing Landscape
• How You Can Find Social Media Success
• Final Thoughts and Questions

5. Brief
Introduction

6. • Grow Socially, Inc.
– Online Marketing/Social Media
– Website Design & Hosting
– Email Marketing
– Booth 1072
• interlinkONE
– Enterprise Marketing
Management Software
– Plan, build, manage, execute
and measure all activities
– Booth 1071
Intro: John Foley, Jr.
I love
Mar(H)keting!

7. Accolades
• Jetsetter Status on FourSquare
• Ranked #16 as a Top CMO on Twitter in 2012
• 2nd runner up for this year’s B2B Twitterer of
the Year Award for the B2B “Boss Tweet”
Personality Category
• One of the 50 most influential people in Sales
Lead Management by SLMA in 2012

8. Printers
- Business Transformation
Mailers, Fulfillment Providers
- Business Transformation
All Businesses
- Untethered
Marketing
The Books

9. The
Marketing
Landscape

10. Communications Today
• “Kitchen Table
Effect”
• Generational
Differences

11. Online Marketing Statistics
NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556
and http://searchengineland.com
400 Million Tweets Sent Per Day
72+ Hours of Video Uploaded every minute
170 million users
12 million users… and it’s addictive!
80 million users… and sold for $1 billion!
955 Million Users on Facebook

12. But Wait!!!
• All of the statistics and charts in the world
do not really mean anything unless you
can turn them into business.
• Social media success starts
here ---> Understand Inbound Marketing.

13. Inbound Marketing
is a Game-Changer!
http://en.wikipedia.org/wiki/Inbound_marketing
“Inbound marketing is
a strategy that focuses on
attracting prospective
customers by offering
useful information.”
Social media is a huge part
of inbound marketing!

14. Content: Essential to
Inbound/Social Efforts
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/

15. When Done Right, These Efforts
Drive INQUIRIES!

16. Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
Questions or Comments?
Phone 1.800.948.0113
Email Support@GrowSocially.com
Copyright © 2012 Grow Socially, Inc. All Rights Reserved.
$
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eNewsletter Sign-Ups
White Papers
Offers
Emails
Polls
Blogs
Landing Pages
Get Noticed
Engage
and
Nurture
Inquiries
Engage
and
Nurture
Action – Publish – Engage–
Converse – Share
Stories, Information, Social Media posts Blogging
Analytics
Content Management SEO
Start with MKTG
Plan
Product?
Service?
Asset?
Qualified and
Budgeted
Buyers

17. Let’s Get the Big Question
Out of the Way:
• Can social media and inbound marketing
actually work for Channel Sales?
• The answer is YES – Here are three
reasons why that’s true…

18. Reason #1
• Social media works best when people
connect directly around topics they are
passionate about.
… Channel Relationships are often on focused
on specific areas. People are often passionately
looking for answers & solutions about those
items.

19. Reason #2
• Social Media communities thrive around
joint-learning versus overt sales pitches.
… Channel partners have insight. They also
have an independence that provides both
authority and authenticity.

20. Reason #3
• Social Media success is often connected
to positioning oneself as a thought-
leader.
…Channel partners know their niche and know
their clients! They can deliver the right
information at the right time.

21. Example:
• “VMware sees a huge opportunity with
social networks. Our partners know better
than anyone the substantial savings end-
users get from leveraging VMware’s
offerings, so the more they are out talking
about the success they’ve had and
answering people’s questions, the better
it is for everyone.”
Lisa Caratozzolo,
Partner Communications Manager, VMWare

22. How This Process Can Work
• Content is provided to
channel partners on an
ongoing basis (some
created by partner).
• Partners push content
to their social
networks, as if they
had written it
themselves.
• Partners follow up on
the discussions that
ensue.
Image Credit:
http://socialmediab2b.com/2012/02/b2b-social-media-channel-partners/

23. How YOU Can
Find Social
Media Success

24. Social Media Provides
Opportunities For:
• Community Building & Relationships
• Conversation
• Networking
• Marketing
• Customer Service
• Delivering Immediate Information

25. Steps to Social Media Success
• Create a Strategy (PLAN)
• EXECUTE
• Measure
Remember
Execution
TRUMPS
Strategy

26. Plan! Strategy before Tactics!
 Step 1: Describe the Business, Service, Solution
 Step 2: Business, Service, Solution Goal
 Step 3: Where Is the Audience Cyclically?
 Step 4: How Does the Audience Use Social Media?
 Step 5: The Key Words
 Step 6: How Will You Humanize the Brand
 Step 7: Content Resource and Distribution Strategy
 Step 8: How Will You Measure Success?

27. Key Social Media Element: Content
• Use social media as more
than a place to post Press
Releases….
• Rather, serve up relevant
content that can help
your audience find
answers to their
questions!

28. Content Resource Library Visit Resources Daily
Pull Content Make Links Measurable Push Content Out
Content Distribution Strategy
• Resources are monitored. Content is identified and
pulled, made trackable, and pushed out across
platforms.
Content
A
Content
B
Content
C

29. The “Key” Words
Apple = Innovation
iPOD, iPhone, iPad, Jobs, Steve Jobs, etc. Mickey Mouse, Animal Kingdom, Florida,
Roller Coasters, etc.
Disney = Magic

30. Humanize Your Brand

31. How to Measure Success?
• How many
– Downloads
– eNewsletter Sign-Ups
– Blog Comments
– Questions
– Shared Links
– Re-Tweets
– Followers
– Site Traffic
– Show me the money

32. Tools for Measuring Effectiveness
• Link Shorteners
– iLink.Me
• Website Traffic
– Google Analytics
• Insights
– LinkedIn, Facebook, Twitter, YouTube
• Listening Tools
– Viral Heat, Radian6, Google Alerts

33. Next: Specific
Business Building Tips
• LinkedIn
• Facebook
• Twitter
• YouTube

34. LinkedIn Overview
• A business-oriented social
networking site
• Provides opportunities to
position you as a thought-
leader
• Contains a number of
under-utilized features!

35. LinkedIn Tip:
Update your Status Daily!

36. LinkedIn Tip: Complete Your Profile

37. Facebook Overview
• The most popular social
network by far
• Continues to evolve into a
place where both personal
and professional success
can be found.

38. Facebook Tip:
Personal and Professional Content

39. Twitter Overview
• Continues to grow as
a tremendous way to
share content and to
engage with others.
• Features such as
Search and Lists
provide learning
opportunities!

40. Use Twitter to Spread the Word

41. Twitter Tip: Engage & Connect!
• Find your audience
in #PrintChat,
#FuturePrint, and
more.
• Share info to
become a thought-
leader!

42. Tip: FollowerWonk.com
to Find People

43. YouTube Overview
• Allows you to share
videos that highlight
you what you offer –
products, services, and
knowledge.
• It’s also the world’s #2
search engine!

44. YouTube: Tips for Success
• Discuss topics that you are an expert on…
and that your audience is looking for
answers on. Be consistent!

45. 1. Find your Audience / Build your network
2. Engage with the network you have built
3. Be consistent
4. Track and analyze
Four Fundamentals of all Networks

46. Align Tactics with Goals
Tactic Goal Key Steps
Facebook Fan page Increase awareness of
services, generate leads
Post once a day; Custom
Tab for demo
registration
Twitter company page Become a thought
leader, provide support
Post multiple times
daily; share marketing-
related news; active
listening
YouTube Profile Humanize brand; create
demand
Film weekly video of
employee(s); create
screencasts of customer
successes
Pinterest Drive website traffic! Create boards to
highlight portfolio work

47. Be Committed
• Social Media often
requires daily
attention
• Prioritize: RELEVANT
Content creation,
listening, & engaging!
• Measure & Adjust

48. Final Thoughts
and Questions

49. Expo Event
8AM-6PM
Send out
flyers to
clients
Announce
on website
Email
eNewsletter
(Announce)
Tell
colleagues
you’re
attending
Send thank
you cards
Enter new
contacts in
Excel
Mail -
Monthly
Newsletter
This Takes Planning: Calendar #1

50. Expo Event
8AM-6PM
Send out
flyers to
clients
Announce
on website
Email
eNewsletter
(Announce)
Tell
colleagues
you’re
attending
Send thank
you cards
Enter new
contacts in
Excel
Mail -
Monthly
Newsletter
Create
Post, Link
back to
website
Announce on
&
Comment on
event’s
page
Connect with
Keynote
Speakers on
Join in on
event’s
hashtag
Share
speaking
presentation
on
Friend new
contacts on
Share event
article on
Share event
article on
Announce
booth #
with
video post
Follow-Up
with
Post & Post
Pictures
This Takes Planning: Calendar #2

51. Wrap Up
• Start with a Plan & Strategy
• Find, Create, and Share
Content that is Relevant to
your Audience.
• Be Ready to Follow-up!
• Measure the Results!

52. Action Items: #1
• Social Media: Strategize,
Plan, and Align Tactics with
your Goals.

53. Action Items: #2
• Spend time finding your
audience across various
social networks --- and start
engaging.

54. Action Items: #3
• Devote time to creating
content, sharing, and
measuring its effectiveness.

55. Action Items: #4
• Don’t Wait…
Get Started TODAY!

56. Resources for You
• Free White Paper on Inbound Marketing!
http://InboundMarketingWhitePaper.com

57. Q & A / Contact Me!: http://ilink.me/JR
iFlyMobi.com
QR Code

58. Thank You!
Visit us at Booth
1071 and 1072!