This document summarizes a webinar about using social media to fuel demand generation programs. It discusses how organizations can use social platforms like LinkedIn to find and engage contacts, strengthen their brand, gather intelligence on prospects, and influence deals. Specific tactics covered include developing an online presence, building networks, researching social profiles, and providing useful content. Participants were polled on their current social media use and level of social selling strategy/tools. The presenters from LinkedIn and Demand Gen Report then took questions and shared examples of how their clients successfully used social platforms to increase revenue.

1. Adding
Social
Fuel
To
Demand
Genera4on
Programs
#SocialDG

2. #SocialDG
Welcome
to
the
Webinar
Type
ques4on
here

3. #SocialDG
Follow
this
webinar
on
LinkedIn
&
Twi<er
#SocialDG

4. About
Demand
Gen
Report
@DG_Report
http://linkd.in/DG_Specialists
• Launched
in
2007
to
track
best
pracCces
in
lead
generaCon
• Newsle<er
has
grown
to
more
than
26,000
readers
• We
also
offer
a
menu
of
research
and
best
pracCces
reports
• New
audio/video
podcasts
at
DemandGenReport.com

5. #SocialDG
Poll
#1
Is
your
organiza4on
currently
using
social
media
for
the
following
areas
of
demand
genera4on?
a. To
find
and
engage
contacts
at
target
companies
b. To
strengthen
our
brand
by
sharing
relevant
resources/content
c. To
gather
intelligence
on
prospects
needs
and
pain
points
d. To
influence
deals
by
providing
meaningful
tools
to
key
contacts
e. Not
currently
uClizing
social
media
for
demand
generaCon

6. #SocialDG
Panelist
Koka
Sexton
Sr.
Social
MarkeCng
Manager
LinkedIn
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report

7. ©2013 LinkedIn Corporation. All Rights Reserved.
Adding
Social
Fuel
To
Demand
GeneraCon
Programs

8. ©2013 LinkedIn Corporation. All Rights Reserved.
Can Social Media
Accelerate deals?

9. Recent success of social selling with inContact
122%
increase
in
revenue
for
those
sales
reps
using
LinkedIn.
157%
increase
in
revenue
for
those
sales
reps
using
LinkedIn
&
Eloqua.
• Advanced
searches
• inMails
• Leveraging
connecCons
(TeamLink)
• MarkeCng
automaCon

10. Recent success of social selling with uSamp
18 Net New Appointments with
Qualified Prospects in 30 days
• Sharing relevant news
• Listening to social trigger events
• Leveraging connections (TeamLink)
• Engaging on LinkedIn for communication

11. ©2013 LinkedIn Corporation. All Rights Reserved.
Find and engage

12. ©2013 LinkedIn Corporation. All Rights Reserved.
Deepen your advanced searches using additional filters

13. Example: Sales Navigator would help John find more warm
introductions at Hasbro
LSS 13©2013 LinkedIn Corporation. All Rights Reserved.
John’s…
1
+3
+10
1st degree
connections at Hasbro:
Teamlink 2nd degree
connections at Hasbro
through current colleagues:
2nd degree
connections at Hasbro
through John’s connections:

14. ©2013 LinkedIn Corporation. All Rights Reserved.
Adding Social Fuel
to Demand Generation

15. 4 Actions to adding social fuel
15
Developing a Reputation: Building a strong online reputation
that showcases your experience and increases your credibility
Gathering Intelligence: Researching social information to
prepare for sales conversations
Building your Network: Developing relationships with people
who can share information and provide referrals
Offering Insights: Providing meaningful insights that earn
opportunities to engage with and influence contacts
1. Be DISCOVERED
3. Let them ENGAGE
2. Let them EXPLORE
4. Create ADVOCATES

16. LinkedIn Confidential ©2013 All Rights Reserved
16
Status
Updates
Content
Led
Precision
TargeCng
Expanded
Reach
1. Be Discovered

17. Company followers generate revenue
50 %of members are more
likely to purchase from
a company they
engage with on
LinkedIn

18. LinkedIn Confidential ©2013 All Rights
Reserved18
Company
Page
Social
ExploraCon
Company
Updates
SlideShare
Channel
Managed
Groups
2. Let them Explore

19. LinkedIn Confidential ©2013 All Rights Reserved
Lead
GeneraCon
Display
Ads
Status
Updates
SlideShare
Ads
3. Let them Engage

20. Followers of a company on LinkedIn
are 2x more likely to purchase and
recommend
2X

21. LinkedIn Confidential ©2013 All Rights Reserved
21LinkedIn Confidential ©2013 All Rights Reserved 2121LinkedIn Confidential ©2013 All Rights
Reserved
Followers
RecommendaCons
HP Followers are 1.5 times
more likely to consider HP
products and services and
2 times more likely to
recommend HP than non-
HP followers
4. Create Advocates

22. ©2013 LinkedIn Corporation. All Rights Reserved.
Becoming a
Social Selling Pro

23. How
How do I get
a warm intro?
LSS 23©2013 LinkedIn Corporation. All Rights Reserved.
+200M
members
+2B
member updates
per week
Billions
connections
How LinkedIn fits into this world
What
What to
talk about?
Who
Who are the
Right People?

24. 4 Actions to Becoming a Social Selling Pro
24
Developing a Reputation: Building a strong online reputation
that showcases your experience and increases your credibility
Gathering Intelligence: Researching social information to
prepare for sales conversations
Building your Network: Developing relationships with people
who can share information and provide referrals
Offering Insights: Providing meaningful insights that earn
opportunities to engage with and influence contacts
1. Build Your PROFILE
3. Gather INSIGHTS
2. Develop Your NETWORK
4. Contribute INSIGHTS

25. 1. Build a Strong Professional Profile
Add a photo, experience and skills that showcase the brand of YOU
25

26. 2. Proactively Develop Your Network
Build trusted relationships who can support your professional objectives

27. 27
3. Gather Intelligence
Be prepared for every interaction by researching contacts and companies

28. 28
4. Contribute Insights
Share ideas through status updates, and participate in groups

29. ©2013 LinkedIn Corporation. All Rights Reserved.
Using email for social selling
success

30. ©2013 LinkedIn Corporation. All Rights Reserved.
30

31. Using email and social for success
©2013 LinkedIn Corporation. All Rights Reserved.
31
Emailnurturing
• Monitor “Who’s viewed my
profile”
• Connect with new leads
• Leverage connections
• Nurture through updatesLinktosalesprofiles.

32. ©2013 LinkedIn Corporation. All Rights Reserved.
32

33. #SocialDG
Poll
#2
How
far
along
do
you
consider
your
organiza4on
with
regards
to
social
selling?
a. We
haven’t
done
any
social
selling
yet
b. We’ve
done
some
social
selling
but
don’t
have
a
comprehensive
strategy
or
tools
c. We
have
a
strategy
and
are
levering
social
selling
tools
d. I’m
not
sure

34. #SocialDG
Q&A
//
Submit
your
quesCons
Type
ques4on
here

35. #SocialDG
Q&A
//
Panelist
Koka
Sexton
Sr.
Social
MarkeCng
Manager
LinkedIn
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report

36. #SocialDG
Thanks
for
a<ending
this
webinar!
Download
this
presentaCon
and
the
“7
Ways
Sales
Professionals
Drive
Revenue
With
Social
Selling”
E-­‐book
at:
hIp://dg-­‐r.co/socialfuel